The Future of Display Advertising
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AD INNOVATION AT SCALE AD INNOVATION AT SCALE THE FUTURE OF DISPLAY ADVERTISING
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The future of display advertising is relevant and real-time content. Slide 1: The current state of display advertising is time-capsule marketing. Today’s web is meme-based, and six-month-old ad content can't compete with the real-time nature of the web. Not surprisingly, display ROI is terrible if it is using content and themes that are no longer relevant. But social marketing taught us the power and ease of telling brand stories in context of current events. Slide 2: Our lives are not static ... why should display ads be? Slide 3: Could you predict how the stock market would close in 6 months? How can brands design campaigns to resonate with the trends and topics important to their customers 6 months from now. Graphic: Range of Error - Forecast Errors Compound Across Time Slide 4: The Future of Display (The Agile Marketing Cycle) LISTEN to what your audience is talking about. PROGRAM - Develop content to match daily trends or using your existing CMS, curated content and APIs. MEASURE - Measure engagement with user-centric metrics. UPDATE - Program content updates and creative iterations into the Flite Platform. Slide 5: Agency & Brand Managers of the future change content without cutting new ad tags Start with existing ad tags 8:00 am - Revisit memes, spot daily trends, swap out videos, listen to social chatter, curate new content, update poll 8:15 am - Use Flite to publish new content, update coupons/offers 2:00 pm - Continue optimizing your ads Learn more about how Flite enables brands to publish fresh, relevant content to paid media at www.flite.com.
Transcript of The Future of Display Advertising
AD INNOVATION AT SCALE
AD INNOVATION AT SCALE
THE FUTURE OF DISPLAY ADVERTISING
2 AD INNOVATION AT SCALE
CURRENT STATE OF DISPLAY
TIME-CAPSULE MARKETING Today’s web is meme-based and changes by the hour
SOCIAL MARKETING Social marketing taught us the power and ease of telling brand stories in context of current events
TERRIBLE DISPLAY ROI Not surprisingly, display ROI is terrible
Display today is time-capsule marketing - six month old content
RAPID CHANGE
“ ... an average ... of just 1 in 1,000 (consumers actually click on display ads)” - The New York Times
3 AD INNOVATION AT SCALE
60 SECONDS ON THE WEB
Our lives are not static ... why should display ads be?
4 AD INNOVATION AT SCALE
TODAY Brands design campaigns with today's customer & market in mind
6 MONTHS Campaigns are stale. Product positioning, markets, competitors, pricing have changed
Forecast Errors Compound Across Time
Range of Error
COULD YOU PREDICT THE MARKET CLOSE IN 6 MONTHS?
5 AD INNOVATION AT SCALE
FUTURE STATE OF DISPLAY
LISTEN
PROGRAM Develop content to match daily trends APIs, content curation, CMS, eCommerce
UDPATE Program content updates into Flite Platform
MEASURE
Daily iterations & analytics Measure beyond the click Engagement and user centric metrics
What is your audience talking about?
6 AD INNOVATION AT SCALE
A DAY IN THE LIFE
Agency & Brand Managers of the Future… Change content without cutting new ad tags
START WITH EXISTING AD TAGS
8:00 AM Revisit memes, spot daily trends, swap out videos, listen to social chatter, curate new content, update poll
8:15 AM Use Flite to publish new content, update coupons/offers
2:00 PM Use Flite to publish new content, update coupons/offers
