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This is a presentation made during the WAN-IFRA Event in London on April 15~17 2013 Digital Media Europe ( #DME13) We talk about the opportunities for publishers around embracing Responsive Web Design and the unique advertising monetization techniques around them. The presentation includes examples and different thoughts around the convergence of media for publishers
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© 2013 ResponsiveAds
@ResponsiveAds
2013, Eye of the Storm Moment
Getting a Responsive Advertising Strategy by Matthew Snyder, CEO, ResponsiveAds
© 2013 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)
© 2013 ResponsiveAds
@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
© 2013 ResponsiveAds
@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
© 2013 ResponsiveAds
@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
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
The Traditional
Business
The New Media Business
© 2013 ResponsiveAds
@ResponsiveAds
Mobile Web Site Web Site
© 2013 ResponsiveAds
@ResponsiveAds
DIRECT Sales RTB PROGRAMMATIC
© 2013 ResponsiveAds
@ResponsiveAds
COOKIES (Ad Targeting)
CREME ( CRM) ( Paid Content / Subscription)
© 2013 ResponsiveAds
@ResponsiveAds
Mobile Web/HTML5 FREE ( Own)
NATIONAL Standard Ads
CPM CTR SSP
…
Native App PAID LOCAL Native Ads PPC Viewability DSP …
Yin & Yang “Pull”
© 2013 ResponsiveAds
@ResponsiveAds
However…Just when you thought Strategy Balanced?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Social, mobile and local
− 2010 “Lightning Strikes” Need the Triple Approach
− 2013” Eye of the Storm” Responsive Ads
− Calmness After
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
Overnight…Now Juggling
Strategy of Three
Desktop
Tablet Mobile
© 2013 ResponsiveAds
@ResponsiveAds
Stable, Balanced Growth Strategy
Tablet Desktop
Overall Digital
Mobile
© 2013 ResponsiveAds
@ResponsiveAds
Just Android ~30 Screen Sizes
Between 2.8”….. 10.1”
© 2013 ResponsiveAds
@ResponsiveAds
How Consumers became aware of Products and Services
© 2013 ResponsiveAds
@ResponsiveAds
…and new screens are coming
Play Golf in
Scottsdale 50% off
Newspaper offers
© 2013 ResponsiveAds
@ResponsiveAds
So-Lo-Mo “Consumers Life Lens Began”
Social Local
Mobile
© 2013 ResponsiveAds
@ResponsiveAds
P-O-E-TRY of a Converged Strategy
OWNED media
EARNED
media
PAID
media
(POEM)
© 2013 ResponsiveAds
@ResponsiveAds
Funnel now an Hour Glass
Top
Bottom
Bottom
(middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy
© 2013 ResponsiveAds
@ResponsiveAds
Does not need to be? Threatening . Costly . Fragmented
© 2013 ResponsiveAds
@ResponsiveAds
Also, In 2010
Raining in from Design Community
The One-Web Solution
“Responsive Web Design”
© 2013 ResponsiveAds
@ResponsiveAds
Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design
2 3
1
© 2013 ResponsiveAds
@ResponsiveAds
Today… Responsive offers Clarity of Direction For all Screens
Lets sail …together CMS CRM Common Cloud Convergence Control Costs Compatibility Connected
© 2013 ResponsiveAds
@ResponsiveAds
Nov 2012
Responsive “5X”
Mobile Design
Mobile App Design
By Nov 2014
Could be “10X”
© 2013 ResponsiveAds
@ResponsiveAds
2013 “ The Year of Responsive Design”
© 2013 ResponsiveAds
@ResponsiveAds
…GREAT NEWS, now embraced heavily
Newspaper, News & Media Industry
© 2013 ResponsiveAds
@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?
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
….Time spent on
mobile is greater
Magazines & Newspapers
Combined!
© 2013 ResponsiveAds
@ResponsiveAds
….Time spent on
mobile is greater
Magazines & Newspapers
Combined!
By 2014 Mobile Traffic
will exceed Desktop…
© 2013 ResponsiveAds
@ResponsiveAds
Usage and Frequency
© 2013 ResponsiveAds
@ResponsiveAds
more screens are
coming… …users are multi-
tasking, and Screen-Shifting
This Shift Isn't Changing
© 2013 ResponsiveAds
@ResponsiveAds
> 80% of Path to Purchase
Decisions on Multiple Screens
© 2013 ResponsiveAds
@ResponsiveAds
No Matter what Multi-Screen Usage Case
© 2013 ResponsiveAds
@ResponsiveAds
is there a silver bullet
for advertising,
Publishers can embrace?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Calmness After Monetizing like its Native Again
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
Multi-Screen Solutions
STRETCH Ads
Responsive Creatives
SWAP Ads
Multiple Creatives
STRETCH + SWAP (combination/custom)
FREE E-Book
© 2013 ResponsiveAds
@ResponsiveAds
SWAP Turning-on-and-off Different Creatives
• Multiple Ads/ Creatives • Separate Ad Serving
© 2013 ResponsiveAds
@ResponsiveAds
“SWAP” Retrofitting Solution
© 2013 ResponsiveAds
@ResponsiveAds
But did we solve the
Problem?
© 2013 ResponsiveAds
@ResponsiveAds
Quagmire of Creative Sizes “Ad Ops pulled every which way?”
© 2013 ResponsiveAds
@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
© 2013 ResponsiveAds
@ResponsiveAds
Right Ad, Right Context
Content the User wants…
© 2013 ResponsiveAds
@ResponsiveAds
Real-Time Real-World
… Simplify
Real-Connection
Mobile Tablet Desktop
© 2013 ResponsiveAds
@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
© 2013 ResponsiveAds
@ResponsiveAds
Imagine One-Ad, Fits-All
© 2013 ResponsiveAds
@ResponsiveAds
“IAB Standards” SCALE
© 2013 ResponsiveAds
@ResponsiveAds
“Native Advertising” Beauty
© 2013 ResponsiveAds
@ResponsiveAds
“Full-Skins” Brand Impact
© 2013 ResponsiveAds
@ResponsiveAds
“Expandables” Creative Canvas
© 2013 ResponsiveAds
@ResponsiveAds
… So when that moment comes
Dynamic Content
One-Ad-Everywhere, Real-Time
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
Responsive vs. Digital Industry CTR 4X
© 2013 ResponsiveAds
@ResponsiveAds
Responsive Ads Mobile vs. Site 2~3X
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
Tablet Engagement 2~3.5X
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 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
© 2013 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 …
© 2013 ResponsiveAds
@ResponsiveAds
“ Bundled Sales” From Channel to Audience
© 2013 ResponsiveAds
@ResponsiveAds
Digital Sell as package?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
“Magazine” Otavamedia
© 2013 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.
© 2013 ResponsiveAds
@ResponsiveAds
Weather the Storm… on Top!
− Solid foundation
− Simpler Processes
− Mobile Revenue
− Easier to Sell