ResponsiveAds presentation at Digital Innovators Summit 2013

© 2013 ResponsiveAds

@ResponsiveAds

Clarifying Strategy... Balance Responsive Web Design & Advertising

By Matthew Snyder Founder/CEO

ResponsiveAds


@ResponsiveAds

Yin & Yang of Ad Media

Reboot 2010

Responsive Ads

Isn’t all about Monetization

Lets Make One…Ad


@ResponsiveAds

Yin & Yang of Ad Media Reboot 2010

ResponsiveAds


Lets Make One…Ad


@ResponsiveAds

New Media Old Media


@ResponsiveAds

Mobile Web World Wide Web


@ResponsiveAds

DIRECT PROGRAMMATIC


@ResponsiveAds

COOKIES (Segment Targeting)

CREME ( CRM) ( User Opt-in/ Subscription)


@ResponsiveAds

Mobile Web/HTML5

FREE

NATIONAL

Standard Ads

CPM

CTR

SSP

…

Native App

PAID

LOCAL

Native Ads

PPC

Viewability

DSP

…


@ResponsiveAds

Getting “Pulled Both Ways?”


@ResponsiveAds

and then there was…..


@ResponsiveAds


Reboot 2010 Responsive Ads


Lets Make One…Ad


@ResponsiveAds


Responsive Ads


Lets Make One…Ad

3rd wave


@ResponsiveAds

What was launched in 2010 that Defined

This New Awakening?


@ResponsiveAds


@ResponsiveAds

Digital Media Strategy with three Legs?

Digital Magazine

Desktop Tablet Mobile


@ResponsiveAds

So-Lo-Mo “Defining Lens Begins”

Social Local

Mobile


@ResponsiveAds

POETRY of a Converged Strategy

OWNED

EARNED PAID

(POEM)


@ResponsiveAds

Funnel now an Hour Glass

Top

Bottom

Bottom (middle)

Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy


@ResponsiveAds

Does not need to be? Threatening . Costly . Fragmented


@ResponsiveAds

In 2010

The Movement in the Interactive Community with the One-Web

Coined “Responsive Web Design”


@ResponsiveAds


@ResponsiveAds

Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design

1

2

3

5 4


@ResponsiveAds

Today… Responsive offers Clarity of Direction For all Screens

CMS CRM Cookies Cloud Convergence Costs Compatibility Connected


@ResponsiveAds

Advertising- Is there a problem?

• Separate Organizations • Different Ad Servers? • Separate Selling? • Different Technologies

(Flash vs. HTML5) • Different standards? • Different priorities?


@ResponsiveAds


@ResponsiveAds

….Time spent on mobile is greater

Magazines & Newspapers Combined!

By 2014 Mobile

Traffic will exceed Desktop…


@ResponsiveAds

….Time spent on mobile is greater

Magazines & Newspapers Combined!


@ResponsiveAds

With more screens are

coming… …and users are

multi-tasking


@ResponsiveAds

Juggling the Strategy of Three


@ResponsiveAds

… Because

Play Golf in

Scottsdale 50% off

Google Offers


@ResponsiveAds

So is there a silver bullet for advertising?


@ResponsiveAds

Today with 1% CTR we are happy, so why

make it so complicated


@ResponsiveAds

> 80% of Path to Purchase

Decisions on Multiple Screens


@ResponsiveAds

Real-Time Real-World

But if we can … Simplify

Real-Connection


@ResponsiveAds


Reboot 2010 ( Digital 2 =>)

Responsive Ads Isn’t all about Monetization

Lets Make One…Ad


@ResponsiveAds

“Triple Responsive”

… ads that respond to…

Screen User

Context


@ResponsiveAds

Multi-Screen Solutions

STRETCH Ads

Responsive Creatives

SWAP Ads

Multiple Creatives

STRETCH + SWAP (combination/custom)

FREE E-Book


@ResponsiveAds

SWAP Turning-on-and-off

Different Creatives

• Multiple Ads/ Creatives

• Separate Ad Serving


@ResponsiveAds

“SWAP” Retrofitting Solution


@ResponsiveAds

STRETCH

One-Ad-Fits-All

Adapts to the Situation

• HTML5 Creative

• Build Once • Dynamic Creative

• Optimized Quality

• Single Ad Serving


@ResponsiveAds

Imagine One-Ad, Fits-All


@ResponsiveAds

“IAB Standards” SCALE


@ResponsiveAds

“Native Advertising” Beauty


@ResponsiveAds

“Full-Skins” Brand Impact


@ResponsiveAds

“Expandables” Creative Canvas


@ResponsiveAds

… Re-imagine Paid-Media

One-Ad-Everywhere, Real-Time


@ResponsiveAds



ResponsiveAds (Real Time


Lets Make One…Ad


@ResponsiveAds

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.”

Benefits of Bundled Media


@ResponsiveAds







substantially.







Benefits of Bundled Media







substantially.







To date mobile ad networks …Benefited

Facebook…Google…able to blur the

lines of the marketers budget

…..Bundling or Silo-busting beginning to occur …


@ResponsiveAds

Sell as package?


@ResponsiveAds

Tablet Engagement 2~3.5X


@ResponsiveAds

Responsive vs. Digital Industry CTR 4X


@ResponsiveAds

Responsive Ads Mobile vs. Site 2~3X


@ResponsiveAds


@ResponsiveAds

"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

Finding your Balance!


@ResponsiveAds



ResponsiveAds


Lets Make One…Ad


@ResponsiveAds

“Magazine” Otavamedia


@ResponsiveAds

Thank You [email protected]

ResponsiveAds presentation at Digital Innovators Summit 2013

Technology

Transcript of ResponsiveAds presentation at Digital Innovators Summit 2013