More Related Content Similar to WAN-IFRA April 2013 ResponsiveAds Prez (20) WAN-IFRA April 2013 ResponsiveAds Prez1. 2013, Eye of the Storm Moment
Getting a Responsive
Advertising Strategy
by Matthew Snyder, CEO, ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
2. 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
© 2013 ResponsiveAds
3. 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
© 2013 ResponsiveAds
4. 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
© 2013 ResponsiveAds
5. 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
© 2013 ResponsiveAds
7. The Traditional The New Media
Business Business
@ResponsiveAds
© 2013 ResponsiveAds
8. Web Site Mobile Web Site
@ResponsiveAds
© 2013 ResponsiveAds
9. DIRECT Sales RTB PROGRAMMATIC
@ResponsiveAds
© 2013 ResponsiveAds
10. COOKIES CREME ( CRM)
(Ad Targeting) ( Paid Content / Subscription)
@ResponsiveAds
© 2013 ResponsiveAds
11. Yin & Yang “Pull”
Mobile Web/HTML5 Native App
FREE ( Own) PAID
NATIONAL LOCAL
Standard Ads Native Ads
CPM PPC
CTR Viewability
SSP DSP
… …
@ResponsiveAds
© 2013 ResponsiveAds
13. 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
@ResponsiveAds
© 2013 ResponsiveAds
19. …and new screens are coming
Play Golf in
Scottsdale 50% off
Newspaper offers
@ResponsiveAds
© 2013 ResponsiveAds
21. P-O-E-TRY of a Converged Strategy
(POEM) OWNED
media
PAID
media EARNED
media
@ResponsiveAds
© 2013 ResponsiveAds
22. Funnel now an Hour Glass
Top Awareness
Consideration
Intent
Bottom Purchase
(middle)
Support
Loyalty
Bottom Advocacy
@ResponsiveAds
© 2013 ResponsiveAds
23. Does not need to be?
Threatening . Costly . Fragmented
@ResponsiveAds
© 2013 ResponsiveAds
24. Also, In 2010
Raining in from Design Community
The One-Web Solution
“Responsive Web Design”
@ResponsiveAds
© 2013 ResponsiveAds
26. Today… Lets sail
Responsive …together
CMS
offers CRM
Clarity of Common
Direction Cloud
Convergence
For all Control Costs
Screens Compatibility
Connected
@ResponsiveAds
© 2013 ResponsiveAds
27. By Nov 2014
Nov 2012
Could be “10X”
Responsive “5X”
Mobile Design
Mobile App Design
@ResponsiveAds
© 2013 ResponsiveAds
28. 2013 “ The Year of Responsive Design”
@ResponsiveAds
© 2013 ResponsiveAds
29. …GREAT NEWS, now embraced heavily
Newspaper, News & Media Industry
@ResponsiveAds
© 2013 ResponsiveAds
30. 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
© 2013 ResponsiveAds
33. ….Time spent on
Bymobile is greater
2014 Mobile Traffic
will exceed Desktop…
Magazines &
Newspapers
Combined!
@ResponsiveAds
© 2013 ResponsiveAds
35. This Shift Isn't
Changing
more screens are
coming…
…users are multi-
tasking, and
Screen-Shifting
@ResponsiveAds
© 2013 ResponsiveAds
36. > 80% of Path to
Purchase
Decisions on Multiple
Screens
@ResponsiveAds
© 2013 ResponsiveAds
37. No Matter what Multi-Screen Usage Case
@ResponsiveAds
© 2013 ResponsiveAds
38. is there a silver bullet
for advertising,
Publishers can embrace?
@ResponsiveAds
© 2013 ResponsiveAds
39. 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
@ResponsiveAds
© 2013 ResponsiveAds
40. Multi-Screen Solutions
STRETCH SWAP
Ads Ads
Responsive Multiple Creatives
Creatives
FREE E-Book
STRETCH + SWAP
(combination/custom)
@ResponsiveAds
© 2013 ResponsiveAds
43. But did we solve the
Problem?
@ResponsiveAds
© 2013 ResponsiveAds
45. 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
© 2013 ResponsiveAds
46. Right Ad, Right Context
Content the User wants…
@ResponsiveAds
© 2013 ResponsiveAds
47. … Simplify
Real-Time Real-World
Mobile Tablet Desktop
Real-Connection
@ResponsiveAds
© 2013 ResponsiveAds
48. 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
© 2013 ResponsiveAds
54. … So when that moment comes
Dynamic Content
One-Ad-Everywhere, Real-Time
@ResponsiveAds
© 2013 ResponsiveAds
55. 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
@ResponsiveAds
© 2013 ResponsiveAds
61. 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.”
@ResponsiveAds
© 2013 ResponsiveAds
62. Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefits
of To“ date Research stated that…
Bundles Pivotal mobile ad networks…Benefited
“ To date, mobile ad networks, most prominently including Millennial Media have been
Facebook…Google…able to blur the lines
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks to
of the marketers budget
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
…..Bundling or Silo-busting beginning
budget by creating effective bundles of advertising inventory which cuts across devices.
to occur …
…..We note that such bundling (some would call it "silo-busting") is beginning to occur for
other digital media.”
@ResponsiveAds
© 2013 ResponsiveAds
65. 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
@ResponsiveAds
© 2013 ResponsiveAds
67. "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
© 2013 ResponsiveAds
68. − Solid foundation
− Simpler Processes
− Mobile Revenue
− Easier to Sell
Weather the Storm… on Top!
@ResponsiveAds
© 2013 ResponsiveAds