More Related Content
Similar to The Display Ad of the Future
Similar to The Display Ad of the Future (6)
The Display Ad of the Future
- 1. The Display Ad of the Future:
It’s All About You
Tim Mayer
Chief Marketing Officer
Trueffect
3/19/2014Trueffect
1
- 2. Trueffect Inc. Confidential. 2014© All Rights Reserved
What do these three people
have in common?
3/19/2014Trueffect
2
F. Scott Fitzgerald Salman Rushdie
Joseph Heller
- 8. Trueffect Inc. Confidential. 2014© All Rights Reserved
Ad Measurement is a Mess
3/19/2014Trueffect
8
3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M
but..
- 10. Trueffect Inc. Confidential. 2014© All Rights Reserved
Structured Versus
Unstructured Channels
3/19/2014Trueffect
10
Owned
Paid Earned
Landing
Pages
Brand Awareness
Amplification
Brand Experience
Discovery &
Intent Capture
- 14. Trueffect Inc. Confidential. 2014© All Rights Reserved
Data Growing FAST!
3/19/2014Trueffect
14
• Online/offline
• CRM
• Registration
• First- Party data
shared among
advertisers
• Aggregated data
• Inferred vs.
declared
First Party Second-Party Third-Party
- 16. Trueffect Inc. Confidential. 2014© All Rights Reserved
Marketing
Funnel
Creative Targeting on Audience
Segments
3/19/2014Trueffect
16
Standard Offer
CTR focused
creative
Value and Offer
based
Aligned to
product,
location etc.
Upsell/Cross-
sell retention
Unknown
Visitor Product
Interest
Visitors
Recent
Visitors
Language
Lapsed
Visitors
Language
Existing
Customer/Produc
t Interest
