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Everything You Need to Know About Tablet Advertising
Twitter Hashtag #TabletAds
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Agenda
• Introduction
• Tablet Market Overview
• Ad Creation & Measurement
• Serving Ads to Tablets
• Crisp Overview
• Q&A
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What You’ll Hear About Today
• Tablets are not a silo – tablet inventory can be sold as part of the overall marketing strategy
• While iPad is where it is at today, the introduction of new Android tablets will expand the market even further
• It is not just about apps on tablets – the amount of web traffic from browsers is growing significantly
• HTML ads run across all platforms – smartphone, tablets, and desktop
• Standards are emerging for serving rich media ads into apps that streamline ad operations and simplify campaign management
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Market OverviewTom LimongelloVP, Marketing
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State of the Tablet Market
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The Market for Tablets is Bigger than you Think
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iPad
iPad has 95% of the Tablet MarketiPad apps have subscriptions enabled
iPad browser has accelerometer enabled160 Million iOS Devices Sold Already (1/11)
And they are working on iPad 3
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The Tablet Divide
15,000,000 1,000,00010” 7”
Um…Steve says you can’t call yourself a tablet unless you’re
10” tall.
Motorola XOOMApple iPad / iPad 2LG OmnipadHP TouchSamsung Galaxy Tab IIToshiba TabletZTE V11
Blackberry PlaybookSamsung Galaxy Tab II
HTC FlyerDell Streak
ZTE V9
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Implications for Advertisers
• In-app formats for 10” tablets are mostly full-page interstitials– Interstitial sizes will stay the same for Android as iPad
• All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps– At the end of Q2 7” tablets might see an upgrade when Honeycomb and
Gingerbread merge to form Android “Ice Cream”
Honeycomb is for Tablets Android 3.0
Understanding Android
Gingerbread is for Phones Android 2.3-2.4
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Android Tablets Ready to Depart
• Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba
• There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
• No discernable differences between Android and iOS device features that matter to advertisers
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HP and RIM
• HP TouchPad launches in June• WebOS means HTML5 support
• Playbook launched in April 19th • Flash works in AIR apps and browser• Also includes WebWorks and Android
apps, and are on schedule to be ORMMA compliant Q2-Q3
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When a phone and a laptop get together…
• No Keyboard means that large format advertising works better - Touchscreen offers simpler controls for interacting with and dismissing content
• You can add touch points anywhere on an ad without fear of making it difficult for the user to interact
• A safe, non-preroll home for the 15 or 30 second TV commercial
+ =
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Visual cues are required on tabletsRoad signs!
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Front-facing cameras on iPad 2 & Android means you can upload photos & videos
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Questions?
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Serving Ads to TabletsPeter Keum
VP of Business Development
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Best Practices for Publishers
• Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure one report
• Serve rich media via an external ad tag from a mobile rich media ad platform
• Ensure apps are supporting HTML ads compliant with a standardized ad creative API
• Provide open compatibility for ads from various rich media vendors and creative designers
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Ad ServingIf your ad server supports 3rd party / external ad tags, a publisher can:• Serve the same creative to apps and browsers via HTML & CSS• Support multiple rich media vendors• Support the ORMMA standard creative API for including native functionality in your
ads• Get a single report from tablets, smartphones and desktop ad campaigns
</tag>
Apps
Browsers
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Managing Ad Creative
Introduction to the standard Mobile Rich Media ad creative API.
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Add Webview(So ads can expand and
have multiple interactions)
Enable Native Features
(So you can let users shake
your ads)
Pre-Loading and caching
(Make ads really big w/o
ruining the experience)
Growing adoption of the ORMMA standard is removing the fragmentation for mobile rich media campaigns
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Some Companies Involved with ORMMA
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How to Get Involved with ORMMA
• Email [email protected] • Visit www.ormma.org or http://blog.ormma.org• Join the IAB mobile rich media working group
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Questions?
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Ad Creation & MeasurementTom Foran
Chief Revenue Officer
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Ad Design PrinciplesMaximize brand awareness for your customers• Interactivity and exposure are key• Innovative creative executions
– Games– Shaking (Accelerometer)– Quizzes, Polls & Galleries– Video– Data feeds– Location– Camera
Convert users• Multiple touch points• Tap-to-Locate, Data capture, • Creative Re-targeting
Cool witty tweet
Cool witty tweet
Cool witty tweet
Cool witty tweet
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Some things your advertisers should be aware of:
• Running ads across apps/publishers can be challenging:
– Look for open standard support– Avoid multiple SDKs– Ad Format sizes vary
• Design for both orientations– Locked orientation– Safe zone– Two layouts– Modify the ad experience
Ad Design Principles
Ad Weight– Preloaded assets– Download upon request– Polite loading
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Building Ads: Full Service or DIY
• Creative Assets– Built to tablet specifications– Layered PSD files
• Fully Designed HTML– Creative fully developed by
third party– HTML 5, JavaScript, CSS
• DIY with Crisp Engage
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Tracking Campaign Metrics
• What you can track– Everything!– Impressions and click-
throughs– All user interactions– Display and interaction time– Video plays and completion
rate
• Interpreting reports– Different metrics for different
campaigns– Branding = interaction rate
and time– Response = click-throughs
and conversions
Tapped 1x
Tapped 2x
Tapped, video played to 74%
No interactions
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Questions?
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Crisp OverviewTom Foran
Chief Revenue Officer
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I need to make my ads run on iPad
Can we animate the creative?
This ad needs to shake
We want to leverage HTML5
How can I test my ads for Android?
Can I use DART?
I need Ad Ops to sign off
Let’s get the report in front of the client
Where can I store all the assets for this campaign?
I need these ads to load fast
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Crisp demystifies the tablet advertising experience
• Crisp has run over 100 campaigns for large brand advertisers on tablets
• Large publishers and top agencies come to Crisp to execute iPad campaigns
• Crisp serves ads through the ad server/SDK of a publisher’s choosing, doesn’t impose its own SDK
• Publisher controls sales of its inventory• Crisp can work with agencies to build out
compelling tablet executions, freeing up time for Publisher Ops teams
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How a Publisher Works with Crisp
• Publisher tests and certifies Crisp Rich Media ads
• Crisp partners with Publisher to provide sales and RFP support, free mock ups
• Crisp creates mobile-appropriate execution or
• Agency or Publisher uses Crisp Engage to build, manage, & measure HTML5 campaigns
• Crisp provides detailed, real-time reports
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Chevy Cruze Sponsorship
• ESPN sells
• Crisp builds, serves and provides reporting
• Ad Features employed:
• 360° Rotation
• Video
• Photo galleries
Putting it all together
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Browsers matter too…
Tablet browser
VS Applications
Website compatibility less of an issueIAB sizes
Run a single ad format across iPad, Android, Playbook via HTML 5
Fixed placements
In-line banners, but maybe not IAB sizes
App compatibility is an issue – may need multiple versions
Sizes and formats vary by app
Pre-loading of content
Full page interstitials
Can’t access native features
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Crisp Engage for DIY Ad Assembly
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Sample Crisp Publisher Partners
Partners
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Sample Crisp Advertisers
Auto
Finance
Entertainment
TravelTravel
Tech
CPG
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Summarizing Today’s Themes
• iPad-centric world today; Android tablets emerging
• Tablet Ads = Rich Media
• Offer ads using HTML and follow emerging standards (e.g. ORMMA)
• Deliver the same level of analytics you can on desktop
• Partner with Crisp to deliver value to your advertisers and simplify ad operations
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Questions?
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Thank You!
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