Download pdf - WAN-IFRA April 2013 ResponsiveAds Prez

© 2013 ResponsiveAds

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2013, Eye of the Storm Moment

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


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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)


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Simplify the creative process

giving publishers w/ad sales the BEST

multi-screen fill, quality and revenue

Equivalency of Mobile to Desktop eCPM’s


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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


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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


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The Traditional

Business

The New Media Business


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Mobile Web Site Web Site


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DIRECT Sales RTB PROGRAMMATIC


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COOKIES (Ad Targeting)

CREME ( CRM) ( Paid Content / Subscription)


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Mobile Web/HTML5 FREE ( Own)

NATIONAL Standard Ads

CPM CTR SSP

…

Native App PAID LOCAL Native Ads PPC Viewability DSP …

Yin & Yang “Pull”


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However…Just when you thought Strategy Balanced?


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

− 2010 “Lightning Strikes” Need the Triple Approach

− 2013” Eye of the Storm” Responsive Ads

− Calmness After


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Overnight…Now Juggling

Strategy of Three

Desktop

Tablet Mobile


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Stable, Balanced Growth Strategy

Tablet Desktop

Overall Digital

Mobile


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Just Android ~30 Screen Sizes

Between 2.8”….. 10.1”


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How Consumers became aware of Products and Services


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…and new screens are coming

Play Golf in

Scottsdale 50% off

Newspaper offers


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So-Lo-Mo “Consumers Life Lens Began”

Social Local

Mobile


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P-O-E-TRY of a Converged Strategy

OWNED media

EARNED

media

PAID

media

(POEM)


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Funnel now an Hour Glass

Top

Bottom

Bottom

(middle)

Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy


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Does not need to be? Threatening . Costly . Fragmented


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Also, In 2010

Raining in from Design Community

The One-Web Solution

“Responsive Web Design”


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Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design

2 3

1


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Today… Responsive offers Clarity of Direction For all Screens

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


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Nov 2012

Responsive “5X”

Mobile Design

Mobile App Design

By Nov 2014

Could be “10X”


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2013 “ The Year of Responsive Design”


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…GREAT NEWS, now embraced heavily

Newspaper, News & Media Industry


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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?


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….Time spent on

mobile is greater

Magazines & Newspapers

Combined!


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….Time spent on

mobile is greater

Magazines & Newspapers

Combined!

By 2014 Mobile Traffic

will exceed Desktop…


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Usage and Frequency


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more screens are

coming… …users are multi-

tasking, and Screen-Shifting

This Shift Isn't Changing


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> 80% of Path to Purchase

Decisions on Multiple Screens


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No Matter what Multi-Screen Usage Case


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is there a silver bullet

for advertising,

Publishers can embrace?


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− “Winds of Media Change” Getting blown both ways


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

− Calmness After Monetizing like its Native Again



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Multi-Screen Solutions

STRETCH Ads

Responsive Creatives

SWAP Ads

Multiple Creatives

STRETCH + SWAP (combination/custom)

FREE E-Book

http://www.responsiveads.com/download-e-book-responsive-web-design-and-advertising/





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SWAP Turning-on-and-off Different Creatives

• Multiple Ads/ Creatives • Separate Ad Serving


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“SWAP” Retrofitting Solution


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But did we solve the

Problem?


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


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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

http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-10




















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Right Ad, Right Context

Content the User wants…


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Real-Time Real-World

… Simplify

Real-Connection

Mobile Tablet Desktop


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STRETCH

One-Ad-Fits-All Adapts to the Situation

• HTML5 Creative

• Build Once • Real-Time Editing

• Dynamic Rich-media • Optimized Quality

• Existing Ad Serving


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Imagine One-Ad, Fits-All


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“IAB Standards” SCALE


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“Native Advertising” Beauty


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“Full-Skins” Brand Impact


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“Expandables” Creative Canvas


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… So when that moment comes

Dynamic Content

One-Ad-Everywhere, Real-Time


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− Moment of Calmness Simply

Monetizing with Results



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Responsive vs. Digital Industry CTR 4X


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Responsive Ads Mobile vs. Site 2~3X


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Tablet Engagement 2~3.5X


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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


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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 …


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“ Bundled Sales” From Channel to Audience


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Digital Sell as package?


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− Moment of Calmness Simply

Monetizing with Results



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“Magazine” Otavamedia


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"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.


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Weather the Storm… on Top!

− Solid foundation

− Simpler Processes

− Mobile Revenue

− Easier to Sell


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[email protected]

Thank You

mailto:[email protected]