responsiveads sxsw 2015- deciphering multi-screen advertising
DESCRIPTION
(Placeholder presentation...TRANSCRIPT
![Page 1: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/1.jpg)
© 2014 ResponsiveAds
@responsiveads
Deciphering Multi-Screen Advertising Responsive Web Design & Advertising
![Page 2: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/2.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
![Page 3: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/3.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media Reboot 2010
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad
![Page 4: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/4.jpg)
© 2014 ResponsiveAds
@responsiveads
2000~2010 Getting “Pulled Both Ways?”
![Page 5: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/5.jpg)
© 2014 ResponsiveAds
@responsiveads
New Media Old Media
![Page 6: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/6.jpg)
© 2014 ResponsiveAds
@responsiveads
Mobile Web World Wide Web
![Page 7: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/7.jpg)
© 2014 ResponsiveAds
@responsiveads
DIRECT PROGRAMATIC
![Page 8: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/8.jpg)
© 2014 ResponsiveAds
@responsiveads
COOKIES (Segment Targeting)
CREME ( CRM) ( User Opt-in/ Subscription)
![Page 9: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/9.jpg)
© 2014 ResponsiveAds
@responsiveads
Web
FREE
NATIONAL
Standard Ads
CPM
CTR
SSP
…
App
PAID
LOCAL
Native Ads
PPC
Viewability
DSP
…
![Page 10: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/10.jpg)
© 2014 ResponsiveAds
@responsiveads
and then there was…..
![Page 11: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/11.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
3rd wave
![Page 12: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/12.jpg)
© 2014 ResponsiveAds
@responsiveads
What was launched in 2010 that Defined
This New Awakening?
![Page 13: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/13.jpg)
© 2014 ResponsiveAds
@responsiveads
Digital Media Strategy with three Legs?
Digital Magazine
Desktop Tablet Mobile
![Page 14: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/14.jpg)
© 2014 ResponsiveAds
@responsiveads
So-Lo-Mo “Defining Lens Begins”
Social Local
Mobile
![Page 15: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/15.jpg)
© 2014 ResponsiveAds
@responsiveads
POETRY of a Converged Strategy
OWNED
EARNED PAID
(POEM)
![Page 16: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/16.jpg)
© 2014 ResponsiveAds
@responsiveads
Funnel now an Hour Glass
Top
Bottom
Bottom (middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy
![Page 17: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/17.jpg)
© 2014 ResponsiveAds
@responsiveads
Does not need to be? Threatening . Costly . Fragmented
![Page 18: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/18.jpg)
© 2014 ResponsiveAds
@responsiveads
The Movement in the Interactive
Community with the One-Web Coined “Responsive Web Design”
![Page 19: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/19.jpg)
© 2014 ResponsiveAds
@responsiveads
Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design
1
2
3
5 4
![Page 20: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/20.jpg)
© 2014 ResponsiveAds
@responsiveads
Today… Responsive offers Clarity of Direction For all Screens
CMS CRM Cookies Cloud Convergence Costs Compatibility Connected
![Page 21: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/21.jpg)
© 2014 ResponsiveAds
@responsiveads
Advertising- Is there a problem?
• Separate Organizations • Different Ad Servers? • Separate Selling? • Different Technologies
(Flash vs. HTML5) • Different standards? • Different priorities?
![Page 22: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/22.jpg)
© 2014 ResponsiveAds
@responsiveads
….Time spent on mobile is greater
Magazines & Newspapers Combined!
By 2014 Mobile
Traffic will exceed Desktop…
![Page 23: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/23.jpg)
© 2014 ResponsiveAds
@responsiveads
With more screens are
coming… …and users are
multi-tasking
![Page 24: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/24.jpg)
© 2014 ResponsiveAds
@responsiveads
Juggling the Strategy of Three
![Page 25: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/25.jpg)
© 2014 ResponsiveAds
@responsiveads
… Because
Play Golf in
Scottsdale 50% off
Google Offers
![Page 26: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/26.jpg)
© 2014 ResponsiveAds
@responsiveads
So is there a silver bullet for advertising?
![Page 27: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/27.jpg)
© 2014 ResponsiveAds
@responsiveads
Today with 1% CTR we are happy, so why
make it so complicated
![Page 28: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/28.jpg)
© 2014 ResponsiveAds
@responsiveads
> 80% of Path to Purchase
Decisions on Multiple Screens
![Page 29: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/29.jpg)
© 2014 ResponsiveAds
@responsiveads
Real-Time Real-World
But if we can … Simplify
Real-Connection
![Page 30: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/30.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
Responsive Ads Isn’t all about Monetization
Lets Make One…Ad
![Page 31: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/31.jpg)
© 2014 ResponsiveAds
@responsiveads
“Triple Responsive”
… ads that respond to…
Screen User
Context
![Page 32: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/32.jpg)
© 2014 ResponsiveAds
@responsiveads
Multi-Screen Solutions
STRETCH Ads
Responsive Creatives
SWAP Ads
Multiple Creatives
STRETCH + SWAP (combination/custom)
FREE E-Book
![Page 33: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/33.jpg)
© 2014 ResponsiveAds
@responsiveads
SWAP Turning-on-and-off
Different Creatives
• Multiple Ads/ Creatives
• Separate Ad Serving
![Page 34: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/34.jpg)
© 2014 ResponsiveAds
@responsiveads
“SWAP” Retrofitting Solution
![Page 35: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/35.jpg)
© 2014 ResponsiveAds
@responsiveads
STRETCH One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once • Dynamic Creative
• Optimized Quality
• Single Ad Serving
![Page 36: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/36.jpg)
© 2014 ResponsiveAds
@responsiveads
Imagine One-Ad, Fits-All
![Page 37: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/37.jpg)
© 2014 ResponsiveAds
@responsiveads
“IAB Standards” SCALE
![Page 38: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/38.jpg)
© 2014 ResponsiveAds
@responsiveads
“Native Advertising” Beauty
![Page 39: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/39.jpg)
© 2014 ResponsiveAds
@responsiveads
“Full-Skins” Brand Impact
![Page 40: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/40.jpg)
© 2014 ResponsiveAds
@responsiveads
“Expandables” Creative Canvas
![Page 41: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/41.jpg)
© 2014 ResponsiveAds
@responsiveads
… Re-imagine Paid-Media
One-Ad-Everywhere, Real-Time
![Page 42: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/42.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds (Real Time
Isn’t all about Monetization
Lets Make One…Ad
![Page 43: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/43.jpg)
© 2014 ResponsiveAds
@responsiveads
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
Benefits of Bundles “ Pivotal Research stated that…
“ To date, mobile ad networks, most prominently including Millennial Media have been
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
to capture a large share of the mobile advertising market are diminishing
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
which cuts across devices.
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
Benefits of Bundles “ Pivotal Research stated that…
“ To date, mobile ad networks, most prominently including Millennial Media have been
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
to capture a large share of the mobile advertising market are diminishing
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
which cuts across devices.
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
To date mobile ad networks …Benefited
Facebook…Google…able to blur the
lines of the marketers budget
…..Bundling or Silo-busting beginning to occur …
![Page 44: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/44.jpg)
© 2014 ResponsiveAds
@responsiveads
Sell at package?
![Page 45: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/45.jpg)
© 2014 ResponsiveAds
@responsiveads
Tablet Engagement 2~3.5X
![Page 46: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/46.jpg)
© 2014 ResponsiveAds
@responsiveads
Responsive vs. Digital Industry CTR 4X
![Page 47: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/47.jpg)
© 2014 ResponsiveAds
@responsiveads
Responsive Ads Mobile vs. Site 2~3X
![Page 48: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/48.jpg)
© 2014 ResponsiveAds
@responsiveads
![Page 49: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/49.jpg)
© 2014 ResponsiveAds
@responsiveads
"Local advertisers' get confused when we try to sell HTML5 and mobile ads, but when they see STRETCH - I WANT THAT" - Jonathan Melville, Times-Herald, Newnan, Ga.
![Page 50: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/50.jpg)
© 2014 ResponsiveAds
@responsiveads
Finding your Balance!
![Page 51: ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising](https://reader034.vdocuments.site/reader034/viewer/2022042700/55666b60d8b42a3d3f8b4f3f/html5/thumbnails/51.jpg)
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad