ResponsiveAds InternetHungary 2013

© 2013 ResponsiveAds

@ResponsiveAds

Thermal-up your Digital Business

The Multi-Screen

Responsive Advertising Strategy

Matthew Snyder CEO, ResponsiveAds

Budapest, Hungary, 10/15/2013


@ResponsiveAds

17 Years in a Mobile 12 Years Nokia- Director of Strategy 10 Years in Mobile Advertising 2.5 Years Responsive Web Design 2 Years ResponsiveAds Jan 2012


@ResponsiveAds

Disrupting by

Re-inventing the perfect ad creative

to give the best digital advertising results!

(both Publishers & Brands across all screens)


@ResponsiveAds

the Steaming Topics

− State of the Industry:

Advertising & Responsive Web

− Re-inventing Advertising:

Introducing Responsive Ads

− Examples and Results

Lets Do it. Make One Ad


@ResponsiveAds

the Steaming Topics



− Re-inventing Advertising: Introducing Responsive Ads




@ResponsiveAds

Publishers: Lower Revenue from Advertising?

Traditional > Website (20%) > Mobile (20% )

Brands & Agencies: Reach, Relevancy, ROI

Traditional (5 types) < Digital (35 types) < SoMo (100)

State of Internet Banner Advertising


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Reason #1 The Standard Banner Ad is not working!


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You are more likely

to birth twins than

click a banner ad.

(Source:

Solve Media)

You are more likely to

summit Mount Everest

than click a banner

ad. (Source:

Solve Media)

You are more likely

to get a full house

while playing poker

than click on a

banner

ad.(Source: Solve

Media)

Cold-Fact : Industry Average 0.1% CTR

Are 99.9% display impressions really wasted?

http://solvemedia.com/






@ResponsiveAds

Emerging Ad Trends ( CTR % Q2 2013 ) Rich-Media, Retargeting, Native Ads vs. Mobile, Desktop

Something really Disruptive

>1% CTR ( 10x improvement)

Native & Value Exchange

(Conversational)


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The Native Ads Debate


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Reason #2- Selling Mobile 100% inventory sell-through hard


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Duplication & Fragmentation:

Font Blurry Brand Inconsistent

Not Perfect fitting Separate Trafficking


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Reason #3

On-going explosion of screen-sizes

( Prioritization vs. Integrated Strategy)


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Disconnected & inefficient Creative workflow for separate FIXED sizes & Tech


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Media Consumption throughout the day


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Morning Afternoon Evening

Media Consumption throughout the day

Newspaper

Website Mobile (go to bed) Mobile (Wake-up)


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more screens are coming…

…users are multi-tasking, and

Screen-Shifting

This Shift Isn't Changing


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Just Android ~30 Screen Sizes

Between 2.8”….. 10.1”


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> 80% of Path to Purchase

Decisions on Multiple Screens


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Nov 2012

Responsive “5X” Mobile Design

Mobile App Design

By Nov 2014 Could be “10X”


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Time for the “Perfect Creative” Strategy


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the Steaming Topics



− Re-inventing Advertising: introducing Responsive Ads




@ResponsiveAds

Responsive Web Design Reboot..

….survey of Germany publishers: 82% think responsive design is the future. Biggest challenges: Ads ( 33%), tech (33%)


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Defining Responsive Ads

Similar to Responsive Web Design… Responsive Ads optimizes the look and fit of an

ad creative to the ad opportunity, screen, inventory available.


@ResponsiveAds

Types of ResponsiveAds

STRETCH Ads • Responsive, Non-

Responsive • New Solution like RWD • New and Custom sizes • Responsive Creatives • Only 1 ad-tag

SWAP Ads • Responsive Sites • Retrofitting solution • IAB Sizes • Existing Ads Packaged • 2~3 ad tags


@ResponsiveAds

Types of ResponsiveAds

SWAP Ads • Responsive Sites • Retrofitting solution • IAB Sizes • Existing Ads Packaged • 2~3 ad tags


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SWAP Turning-on-and-off Different Creatives

• Multiple Ads/ Creatives • Separate Ad Serving


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“SWAP” Retrofitting Solution


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STRETCH One-Ad-Fits-All

Adapts to the Situation

• HTML5 Creative • Build only 1 creative

• Real-Time Editing

• Dynamic Rich-media • Optimized Quality

• Existing Ad Serving


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Imagine the Responsive Creative One-Ad, Fits-All


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Same Creative Deployed as Two Responsive Ads


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“Full-Skins” Brand Impact


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“Expandables” Video


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Which Solution Should I go for?

SWAP STRETCH Existing Creatives from Agencies O X Sell in-Bundle O O “the Banner Blindness” Problem X O Simplifies the Creative Process (less) X O Native Ad Possibilities X O Cross-Screen Shifting Opportunities X O


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Native/HTML5 Rich-Media a Sub-Set


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the Steaming Topics



− Re-inventing Advertising: introducing Responsive Ads

− More Examples and Results



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HTML5 & Responsive App Canvas

Expand/Retract Ad

Responsive Carousel widget Pinterest style social widget (Tynt)

HTML5 Apps Embeddable


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Social/ Gallery Expandables


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Right Ad, Right Context Content the User wants…

Story-telling from Screen-to-Screen


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Achieving Real Brand-Impact Conversations

4X Equal or Better then

Rich-Media Banners

>20X Responsive with

HTML5 Widgets

DISRUPTIVE


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Demo Building an ad “Magazine” Otavamedia


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− Solid foundation

− Simpler Processes

− Mobile Revenue

− Easier to Sell

Thermal-up your digital strategy


@ResponsiveAds

[email protected]

Thank You

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ResponsiveAds InternetHungary 2013

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