ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising

© 2014 ResponsiveAds
@responsiveads
Deciphering Multi-Screen
Advertising
Responsive
Web
Design &
Advertising

@responsiveads
Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad

@responsiveads
Reboot 2010
ResponsiveAds
Lets Make One…Ad

@responsiveads
2000~2010
Getting “Pulled Both Ways?”

@responsiveads
New Media Old Media

@responsiveads
Mobile Web World Wide Web

@responsiveads
DIRECT PROGRAMATIC

@responsiveads
COOKIES
(Segment Targeting)
CREME ( CRM)
( User Opt-in/ Subscription)

@responsiveads
Web
FREE
NATIONAL
Standard Ads
CPM
CTR
SSP
…
App
PAID
LOCAL
Native Ads
PPC
Viewability
DSP
…

@responsiveads
and then there was…..

@responsiveads
Reboot 2010
Responsive Ads
Lets Make One…Ad
3rd wave

@responsiveads
What was launched in 2010 that Defined
This New Awakening?

@responsiveads
Digital Media Strategy with three Legs?
Digital Magazine
Desktop Tablet
Mobile

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So-Lo-Mo “Defining Lens Begins”
Social Local
Mobile

@responsiveads
POETRY of a Converged Strategy
OWNED
EARNED
PAID
(POEM)

@responsiveads
Funnel now an Hour Glass
Top
Bottom
Bottom
(middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy

@responsiveads
Does not need to be?
Threatening . Costly . Fragmented

@responsiveads
The Movement in the Interactive
Community with the One-Web
Coined “Responsive Web Design”

@responsiveads
Responsive Web Design
HTML5. Mediaqueries. CSS3. Fluid Design
1
2
3
5
4

@responsiveads
Today…
Responsive
offers
Clarity of
Direction
For all
Screens
CMS
CRM
Cookies
Cloud
Convergence
Costs
Compatibility
Connected

@responsiveads
Advertising- Is there a problem?
• Separate Organizations
• Different Ad Servers?
• Separate Selling?
• Different Technologies
(Flash vs. HTML5)
• Different standards?
• Different priorities?

@responsiveads
….Time spent on
mobile is greater
Magazines &
Newspapers
Combined!
By 2014 Mobile
Traffic will exceed
Desktop…

@responsiveads
With more
screens are
coming…
…and users are
multi-tasking

@responsiveads
Juggling the Strategy of Three

@responsiveads
… Because
Play Golf in
Scottsdale 50% off
Google Offers

@responsiveads
So is there a silver bullet
for advertising?

@responsiveads
Today with 1% CTR we are happy, so why
make it so complicated

@responsiveads
> 80% of Path to
Purchase
Decisions on Multiple
Screens

@responsiveads
Real-Time Real-World
But if we can … Simplify
Real-Connection

@responsiveads
Reboot 2010 ( Digital 2 =>)
Responsive Ads
Lets Make One…Ad

@responsiveads
“Triple Responsive”
… ads that respond to…
ScreenUser
Context

@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
STRETCH
One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once
• Dynamic Creative
• Optimized Quality
• Single Ad Serving

@responsiveads
Imagine One-Ad, Fits-All

@responsiveads
“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

@responsiveads
… Re-imagine Paid-Media
One-Ad-Everywhere, Real-Time

@responsiveads
ResponsiveAds(Real Time
Lets Make One…Ad

@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 …

@responsiveads
Sell at package?

@responsiveads
Tablet Engagement 2~3.5X

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Responsive vs. Digital Industry CTR 4X

@responsiveads
Responsive Ads Mobile vs. Site 2~3X

@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.

@responsiveads
Finding your Balance!

@responsiveads
ResponsiveAds
Lets Make One…Ad

ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising

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