Post on 04-Jun-2015
description
Images: Your Largest AudienceRethinking Digital Advertising
Rey Flemings, Founder & CEO
Presented at Ad Age Digital Conference in New York (April 17, 2013)
STATE OF ONLINE ADVERTISING
In 2013, marketers will spend over
$17 BILLIONON ONLINE ADSin the US alone
Source: eMarketer, September 2012
What will Marketers get in return?
5 TRILLIONAD IMPRESSIONS
Source: comScore, February 2013
13.5 BILLIONAds Per Day
570MILLIONAds Per Hour
9.5MILLIONAds Per Minute
158 THOUSANDADS PER SECOND
Staggering Volume of Ads
Engagement rates continue to fall
1980sClick-through rate
5%
Source: Wikipedia, April 2013
1980sClick-through rate
5%1990s
Click-through rate
3%
Source: Wikipedia, April 2013
1980sClick-through rate
5%1990s
Click-through rate
3%2013
Click-through rate
0.1%
Source: Wikipedia, April 2013
Online Ads Ignored by almost everyone
Source: MediaMind, September 2012
0.1%
5.0%
10.0%
RICH MEDIA WITH VIDEO RICH MEDIA WITHOUT VIDEO STANDARD BANNER
0.26% 0.21% 0.10%RICH MEDIAWITH VIDEO
RICH MEDIAWITHOUT VIDEO
STANDARDBANNER
CLICK-THROUGH RATE
How are marketers
COMBATING DECREASING ENGAGEMENT?
By showing
MORE ADS and showing them
MORE INVASIVELY
RICH MEDIA NATIVE
TAKEOVERS ADVERTORIAL
Ad Tech buzzwords hide an
INCONVENIENT TRUTH...
68% of web audiences find online advertising
Source: Adobe, October 2012
'ANNOYING'
Average Internet user is served
1,707 ONLINE ADSPER MONTH
Source: comScore
8% of web users are responsible for
Source: comScore, October 2009
100% OF THE CLICKS
IS CONTENT A BETTER ALTERNATIVE?
Articles with photos get
94%more views than those without
Source: visual.ly, February 2013
Tweets with images generate
2x higher engagement rates than Tweets without
Source: visual.ly, February 2013
70% of all Facebook activity is based on photographs
Source: Mashable, November 2012
0%
50%
100%
Audiences Want
CONTENTNOT ADS
Images are
20X MOREEFFICIENTthan display advertising
7.5% Average Stipple
Engagement Rate
1.4%Average Stipple
Click Rate
+
0.1 - 0.4% Average Click Rate
0.1 - 0.4% Average Click Rate
Source: Stipple, April 2013
Your Image Audience is
Larger
Source: Google Images, April 2013
> than all your other audiences combined
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THE WEB MAKES IMAGES ‘DUMB’WHY HAVEN’T WE USED IMAGES?
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THE WEB MAKES IMAGES ‘DUMB’
DESCRIPTION
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CURRENT PRICE
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Every time an image travels it loses its metadata
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81,700 URLS
jimmy choo shoes
80 MILLION URLS
WHAT IF...
... Intelligent images retained their metadata
Rich actionable insightsTell your story everywhere
Rich actionable insightsReach qualified audiencesin an editorial context
Rich actionable insightsRich actionable insights
JUSTIN TIMBERLAKEcase study
Views Engagement Clicks Sites Reached
539,861 397,379 40,817 146
74% 7.5%
++=
Tour Album TV
Source: Stipple, March 2013
CLICKS EQUIVALENT TO 40M IMPRESSION CAMPAIGN
BROUGHT CONTENT UNDER TIMBERLAKE’S CONTROL
ON 146 WEBSITESFACEBOOK + TWITTER
= 7.5% OF IMAGE VIEWS
WHAT ABOUT THE OTHER
92.5%OF YOUR VIEWS?
EDITORIALConvert Earned Media,
Tier 1 Publishers
Relevant Editorial Images on Tier 1 Sites
Stipple Offerings
SOCIALIn-Stream Engagement
& E-Commerce
In-stream OnFacebook & Twitter
COMMERCEAutomatically Tag & Update Image Product Catalogues
Scalable Image Product Solution
IMAGES ARE ABOUT TO GET A BIG BOOST
Introducing Stipple Shoppingroll video
http://vimeo.com/64110503