The Display Ad of the Future: It's all about you - Marketing Land Summit 2014
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What does the future of online display advertising look like? A landscape very different than today’s, and one that disrupts current advertiser practices and beliefs. Ads will evolve from interruptions in other activities to voluntary views that users seek out. Ads will be more interactive, and beautiful. Ads will be connected across devices and time, and thanks to better retargeting will be more useful to your personal life. And measurement of ads will be much more complex and accurate, allowing advertisers to even more precisely tune messages to individuals – at scale. Learn how to prepare for this exciting new world of display ads like you’ve never seen.
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The Display Ad of the Future: It's all about you - Marketing Land Summit 2014
- 1. The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 3/18/2014Trueffect 1
- 2. Trueffect Inc. Confidential. 2014© All Rights Reserved What do these three people have in common? 3/18/2014Trueffect 2 F. Scott Fitzgerald Salman Rushdie Joseph Heller
- 3. Trueffect Inc. Confidential. 2014© All Rights Reserved The Move Towards Relevance 3/18/2014Trueffect 3 and Away from Resonance…
- 5. Trueffect Inc. Confidential. 2014© All Rights Reserved Storytelling with Resonance 3/18/2014Trueffect 5
- 6. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Versus Brand Marketers 3/18/2014Trueffect 6
- 7. Trueffect Inc. Confidential. 2014© All Rights Reserved Traditional Measurement by Channel 3/18/2014Trueffect 7
- 8. Trueffect Inc. Confidential. 2014© All Rights Reserved Ad Measurement is a Mess 3/18/2014Trueffect 8 3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M but..
- 9. Trueffect Inc. Confidential. 2014© All Rights Reserved Need to tell story with Data across Channels 3/18/2014Trueffect 9
- 10. Trueffect Inc. Confidential. 2014© All Rights Reserved Structured Versus Unstructured Channels 3/18/2014Trueffect 10 Owned Paid Earned Landing Pages Brand Awareness Amplification Brand Experience Discovery & Intent Capture
- 11. Trueffect Inc. Confidential. 2014© All Rights Reserved 360 Profile: Structured and Unstructured 3/18/2014Trueffect 11
- 12. Trueffect Inc. Confidential. 2014© All Rights Reserved The Evolution of Display 3/18/2014Trueffect 12
- 13. Trueffect Inc. Confidential. 2014© All Rights Reserved Display buys used to be contextual… 3/18/2014Trueffect 13
- 14. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Growing FAST! 3/18/2014Trueffect 14 • Online/offline • CRM • Registration • First- Party data shared among advertisers • Aggregated data • Inferred vs. declared First Party Second-Party Third-Party
- 15. Trueffect Inc. Confidential. 2014© All Rights Reserved Now Buying Audiences 3/18/2014Trueffect 15
- 16. Trueffect Inc. Confidential. 2014© All Rights Reserved Marketing Funnel Creative Targeting on Audience Segments 3/18/2014Trueffect 16 Standard Offer CTR focused creative Value and Offer based Aligned to product, location etc. Upsell/Cross- sell retention Unknown Visitor Product Interest Visitors Recent Visitors Language Lapsed Visitors Language Existing Customer/Produc t Interest
- 18. Trueffect Inc. Confidential. 2014© All Rights Reserved 3/18/2014Trueffect 18 Location Signals: iBeacons ALEX AND ANI
- 19. Trueffect Inc. Confidential. 2014© All Rights Reserved Opt-in to Offers 3/18/2014Trueffect 19
- 20. Trueffect Inc. Confidential. 2014© All Rights Reserved Viral Pull Ads 3/18/2014Trueffect 20
Notes de l'éditeur
- Fitzgerald: He wrote the slogan ‘We keep you clean in Muscatine’ for a local steam laundry company.Copywriter[edit]Rushdie's first career was as a copywriter, working for the advertising agency Ogilvy & Mather, where he came up with "irresistibubble" for Aero and "Naughty but Nice" for cream cakes, and for the agency Ayer Barker, for whom he wrote the memorable line "That'll do nicely" for American Express.[11] It was while he was at Ogilvy that he wrote Midnight's Children, before becoming a full-time writer.[12][13][14] John Hegarty of Bartle BogleHegarty has criticised Rushdie for not referring to his copywriting past frequently enough, although conceding: "He did write crap ads ... admittedly."[15]Heller:He then briefly worked for Time Inc.,[11] before taking a job as a copywriter at a small advertising agency,[9] where he worked alongside future novelist Mary Higgins Clark.[15]
- • 5.4 million uses of the #EsuranceSave30 hashtag• More than 200,000 entries within the first minute of the Esurance commercial airing• 1.4 million hashtag uses in the first hour and 4.5 million in the first 24 hours• 2.6 billion social impressions on Twitter• 332,000 views of the Esurance commercial on YouTube• 261,000 new followers on the official Esurance Twitter account—an increase of nearly 3,000 percent• A 12x spike in visits to the Esurance website in the first hours of the sweepstakes
- ID Interact
- 1st party ad server + measurement + targeting, measurement + targeting, measurement (how will you interact with the company – do you want to stay on doubleclick, etc.)
- First party data informs and improves with every step in the funnel. Improves iteratively with each visit, taking advantage of stitching and persistence of data. Cookie is read/writeable. Recognition rates @ 40%. USE DUMMY IMAGES OR CLIENT-SPECIFIC CAMPAIGN WHEN GIVING PRESENTATION