Harry Robinson from Celtra's presentation from the WTF Ad Blocking event in NYC - January 14, 2016.

1. Ad Blocking
Debrief
Harry Robinson, VP Product Marketing, Celtra
@adwhisperer

2. Creative platform for
display and video brand
advertising, improving the
quality of the message
& the way the message
is presented to consumers

3. Only we,
the advertising industry,
made Ad Blocking a big deal

4. What has the greatest
impact on user experience?
- Ad Context (Inventory)
- Ad Presentation (Format)
- Ad Content (Creative)

5. Majority see creative having
biggest impact on user experience
Ad Context
(Inventory)
Ad Presentation
(Format)
Ad Content
(Creative)
52%
22%
26%

6. 2016 – The Year of
Creative

7. Do publishers review each
ad creative before it
appears on their site?

8. More than 1/3 still don’t review
creative before it goes live
Yes
59%
No
41%

9. 2/3 of marketers find user
experience a high priority
We don’t
think about it
It’s somewhat
important
22%
4%
48%
It’s high
priority It’s our highest
priority
26%

10. 48% of respondents
see lack of creative relevancy
responsible for ad blocking

11. Creative should be aware of the
rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalized
and relevant
In a
Relationship
WeekendWeekday
New York
Cloudy

12. Aware, but not too aware
Personalization
Engagement
Generic
Relevant
Creepy

13. Different signals work best for
different goals and industries
Most popular data signals
Date range Location Audience Part of day Weather

14. Entertainment
Date range – Video trailer and
premiere messaging
Day of week – TV tune-in messaging
Location – Local movie theaters
and showtimes

15. Being able to execute several variants
from a single approved creative with only
one tag needing to be issued is a
fantastic development that we are
extremely keen to use more of.
– ThinkJam, Creative Agency, Oct 2015

16. 25%
Dynamic creative campaigns are
easier to manage
(less creatives & less placements)
and
growing
The average number of
creatives per campaign
decreased by up to

17. 2/3 believe poor advertising has a
detrimental effect on brand
Low / no
impact
Moderate
impact
17%
6%
45%
High
impact
Very high
impact
33%

18. personalized generation
Creative needs to be
contextually engineered for the

19. In 2016, mobile video ads will
reach 92.4% of US 16-35 year olds
eMarketer, US Millennials and Video, 2015

20. Plays within video content Plays within non-video content
Instream Outstream

21. In-stream video ads
were not designed
for mobile – and
they don’t work
on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014
of all skippable pre-roll ads
are being skipped
85%

22. Outstream video offers a user
experience designed for mobile

23. Superior user experience
End cards include dynamic
interactivity and CTA, powered
by Creative Relevancy.
Easily consumable and immersive video
with fast-paced edit of an enchanting
video clips intercut with text cards.
Video is introduced
politely & gradually
so not to interrupt.

24. Audi hits 80% increase
on video completion
benchmark
Celtra’s new mobile technology
is born from consumer insights
and is perfectly merging media
and creative.
- Giovanni Perosino, Head of Marketing Communication, Audi
Short Form Vertical Video Case Study
Preview: bit.ly/AudiSFVV

25. How often can your clients’
creatives be improved?

26. There is always room
for improvement
Never, they are
always great!
Sometimes
12%0%
66%
Always Often
22%

27. Have you devoted more resources
to creative production in order to
improve your ad quality and the
user experience?

28. 64% marketers increasing creative
resources to improve quality and
user experience
Yes
64%
No
36%

29. Now is the time to advertise
Creative first

30. Thank you.