WAN-IFRA April 2013 ResponsiveAds Prez

@ResponsiveAds

2013, Eye of the Storm Moment

Getting a Responsive Advertising Strategy by Matthew Snyder, CEO, ResponsiveAds

@ResponsiveAds

17 Years in a Mobile 12 Years Nokia- Director of Strategy 10 Years in Mobile Advertising 5 Years running Cross-Screen Agency ( ADObjects, Inc & MXM Events ) 2 Years RWD (ResponsiveAds Jan 2012)

@ResponsiveAds

Simplify the creative process

giving publishers w/ad sales the BEST

multi-screen fill, quality and revenue

Equivalency of Mobile to Desktop eCPM’s

@ResponsiveAds

Weathering the Storm- Responsively

− “Winds of Media Change”

Is your Strategy really Balanced?

− “When Lightning Strikes” Internet Reboot- Responsive Web

− 2013 “Eye of the Storm” Opportunity for Responsive Ads

− Calmness After Monetizing like its Native again

− Lets Do it. Make One Ad

@ResponsiveAds

Contents Weathering the Storm

− “Winds of Media Change” Is

Your Strategy Really Balanced?

− 2010“Lightning Strikes” Internet Reboot- Responsive Web

− 2013 “Eye of the Storm” Responsive Ads

− Calmness After Monetizing like its Native Again

− Lets Make One…Ad

@ResponsiveAds

The Traditional

Business

The New Media Business

@ResponsiveAds

Mobile Web Site Web Site

@ResponsiveAds

DIRECT Sales RTB PROGRAMMATIC

@ResponsiveAds

COOKIES (Ad Targeting)

CREME ( CRM) ( Paid Content / Subscription)

@ResponsiveAds

Mobile Web/HTML5 FREE ( Own)

NATIONAL Standard Ads

CPM CTR SSP

Native App PAID LOCAL Native Ads PPC Viewability DSP …

Yin & Yang “Pull”

@ResponsiveAds

However…Just when you thought Strategy Balanced?

@ResponsiveAds

− “Winds of Media Change” Social, mobile and local

− 2010 “Lightning Strikes” Need the Triple Approach

− 2013” Eye of the Storm” Responsive Ads

− Calmness After

@ResponsiveAds

Overnight…Now Juggling

Strategy of Three

Desktop

Tablet Mobile

@ResponsiveAds

Stable, Balanced Growth Strategy

Tablet Desktop

Overall Digital

Mobile

@ResponsiveAds

Just Android ~30 Screen Sizes

Between 2.8”….. 10.1”

@ResponsiveAds

How Consumers became aware of Products and Services

@ResponsiveAds

…and new screens are coming

Play Golf in

Scottsdale 50% off

Newspaper offers

@ResponsiveAds

So-Lo-Mo “Consumers Life Lens Began”

Social Local

Mobile

@ResponsiveAds

P-O-E-TRY of a Converged Strategy

OWNED media

EARNED

(POEM)

@ResponsiveAds

Funnel now an Hour Glass

Bottom

(middle)

Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy

@ResponsiveAds

Does not need to be? Threatening . Costly . Fragmented

@ResponsiveAds

Also, In 2010

Raining in from Design Community

The One-Web Solution

“Responsive Web Design”

@ResponsiveAds

Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design

@ResponsiveAds

Today… Responsive offers Clarity of Direction For all Screens

Lets sail …together CMS CRM Common Cloud Convergence Control Costs Compatibility Connected

@ResponsiveAds

Nov 2012

Responsive “5X”

Mobile Design

Mobile App Design

By Nov 2014

Could be “10X”

@ResponsiveAds

2013 “ The Year of Responsive Design”

@ResponsiveAds

…GREAT NEWS, now embraced heavily

Newspaper, News & Media Industry

@ResponsiveAds

Now lets Paint the Advertising Picture

Different Creatives •Different Ad Servers?

•Different Channel Buying/Selling?

•Different Technologies (Flash vs. HTML5)

•Different Standards?

•Different Business Priorities?

@ResponsiveAds

….Time spent on

mobile is greater

Magazines & Newspapers

Combined!

@ResponsiveAds

….Time spent on

mobile is greater

Magazines & Newspapers

Combined!

By 2014 Mobile Traffic

will exceed Desktop…

@ResponsiveAds

Usage and Frequency

@ResponsiveAds

more screens are

coming… …users are multi-

tasking, and Screen-Shifting

This Shift Isn't Changing

@ResponsiveAds

> 80% of Path to Purchase

Decisions on Multiple Screens

@ResponsiveAds

No Matter what Multi-Screen Usage Case

@ResponsiveAds

is there a silver bullet

for advertising,

Publishers can embrace?

@ResponsiveAds

− “Winds of Media Change” Getting blown both ways

− 2013 “Eye of the Storm” Solving with Responsive Ads

− Calmness After Monetizing like its Native Again

@ResponsiveAds

Multi-Screen Solutions

STRETCH Ads

Responsive Creatives

SWAP Ads

Multiple Creatives

STRETCH + SWAP (combination/custom)

FREE E-Book

@ResponsiveAds

SWAP Turning-on-and-off Different Creatives

• Multiple Ads/ Creatives • Separate Ad Serving

@ResponsiveAds

“SWAP” Retrofitting Solution

@ResponsiveAds

But did we solve the

Problem?

@ResponsiveAds

Quagmire of Creative Sizes “Ad Ops pulled every which way?”

@ResponsiveAds

Kim Siler ( Brand Manager)

Asked Why Coke does not have

Mobile Strategies for all Brands? 10/ 2012

“ I'm going to be very frank with you, and just tell you, coz this

[expletive] is hard. Sorry!“ She got a laugh from the audience,

Coke has more than 60 brands, in 209 markets, and it

operates in about 50 languages.

So 60 x 209 x 50 = 627,000 web sites that need Just mobile

Read more: http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-

10#ixzz2AtQ5KdCX

@ResponsiveAds

Right Ad, Right Context

Content the User wants…

@ResponsiveAds

Real-Time Real-World

… Simplify

Real-Connection

Mobile Tablet Desktop

@ResponsiveAds

STRETCH

One-Ad-Fits-All Adapts to the Situation

• HTML5 Creative

• Build Once • Real-Time Editing

• Dynamic Rich-media • Optimized Quality

• Existing Ad Serving

@ResponsiveAds

Imagine One-Ad, Fits-All

@ResponsiveAds

“IAB Standards” SCALE

@ResponsiveAds

“Native Advertising” Beauty

@ResponsiveAds

“Full-Skins” Brand Impact

@ResponsiveAds

“Expandables” Creative Canvas

@ResponsiveAds

… So when that moment comes

Dynamic Content

One-Ad-Everywhere, Real-Time

@ResponsiveAds

− Moment of Calmness Simply

Monetizing with Results

@ResponsiveAds

Responsive vs. Digital Industry CTR 4X

@ResponsiveAds

Responsive Ads Mobile vs. Site 2~3X

@ResponsiveAds

Tablet Engagement 2~3.5X

@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

@ResponsiveAds

Benefits of Bundled 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 …

@ResponsiveAds

“ Bundled Sales” From Channel to Audience

@ResponsiveAds

Digital Sell as package?

@ResponsiveAds

− Moment of Calmness Simply

Monetizing with Results

@ResponsiveAds

“Magazine” Otavamedia

@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.

@ResponsiveAds

Weather the Storm… on Top!

− Solid foundation

− Simpler Processes

− Mobile Revenue

− Easier to Sell

@ResponsiveAds

matt@responsiveads.com

Thank You

WAN-IFRA April 2013 ResponsiveAds Prez

Technology

ResponsiveAds presentation at Digital Innovators Summit 2013

2017 WAN-IFRA MEMBERSHIP BROCHURE · IFRA is a not for proﬁt organisation funded by membership fees (25%), Events (25%), Expo (25%). WAN-IFRA draws its additional ressources from

TherapyLinked Prez

IFRA RIFM QRA Information Booklet Version 6.0 Revised July ... · 47th Amendment to the IFRA Code of Practice (Spring 2013) The 47th Amendment to the IFRA Code of Practice (Spring

WAN-IFRA: Financially Viable Media

Festival prez

Derick prez

6 - 8 September 2011, Chennai WAN-IFRA Expo India ... - 8 September 2011, Chennai WAN-IFRA Expo India & WAN-IFRA India 2011 The second largest international exhibition in the world

Automatic Image Processing - WAN-IFRA

Media 2.0 (Presented Dublin, IFRA)

ResponsiveAds InternetHungary 2013

WAN-IFRA 2014

Prez moneysupplycycle

IFRA Fragrance Forum 2012 Programme

IFRA US GAAP Convergence

Cjezikjasno Prez

Randy Ifra

cards prez

IFRA Standards Booklet - 47th Amendment

Studio Prez