© 2014 ResponsiveAds
@responsiveads
Deciphering Multi-Screen Advertising Responsive Web Design & Advertising
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media Reboot 2010
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad
© 2014 ResponsiveAds
@responsiveads
2000~2010 Getting “Pulled Both Ways?”
© 2014 ResponsiveAds
@responsiveads
New Media Old Media
© 2014 ResponsiveAds
@responsiveads
Mobile Web World Wide Web
© 2014 ResponsiveAds
@responsiveads
DIRECT PROGRAMATIC
© 2014 ResponsiveAds
@responsiveads
COOKIES (Segment Targeting)
CREME ( CRM) ( User Opt-in/ Subscription)
© 2014 ResponsiveAds
@responsiveads
Web
FREE
NATIONAL
Standard Ads
CPM
CTR
SSP
…
App
PAID
LOCAL
Native Ads
PPC
Viewability
DSP
…
© 2014 ResponsiveAds
@responsiveads
and then there was…..
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
3rd wave
© 2014 ResponsiveAds
@responsiveads
What was launched in 2010 that Defined
This New Awakening?
© 2014 ResponsiveAds
@responsiveads
Digital Media Strategy with three Legs?
Digital Magazine
Desktop Tablet Mobile
© 2014 ResponsiveAds
@responsiveads
So-Lo-Mo “Defining Lens Begins”
Social Local
Mobile
© 2014 ResponsiveAds
@responsiveads
POETRY of a Converged Strategy
OWNED
EARNED PAID
(POEM)
© 2014 ResponsiveAds
@responsiveads
Funnel now an Hour Glass
Top
Bottom
Bottom (middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy
© 2014 ResponsiveAds
@responsiveads
Does not need to be? Threatening . Costly . Fragmented
© 2014 ResponsiveAds
@responsiveads
The Movement in the Interactive
Community with the One-Web Coined “Responsive Web Design”
© 2014 ResponsiveAds
@responsiveads
Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design
1
2
3
5 4
© 2014 ResponsiveAds
@responsiveads
Today… Responsive offers Clarity of Direction For all Screens
CMS CRM Cookies Cloud Convergence Costs Compatibility Connected
© 2014 ResponsiveAds
@responsiveads
Advertising- Is there a problem?
• Separate Organizations • Different Ad Servers? • Separate Selling? • Different Technologies
(Flash vs. HTML5) • Different standards? • Different priorities?
© 2014 ResponsiveAds
@responsiveads
….Time spent on mobile is greater
Magazines & Newspapers Combined!
By 2014 Mobile
Traffic will exceed Desktop…
© 2014 ResponsiveAds
@responsiveads
With more screens are
coming… …and users are
multi-tasking
© 2014 ResponsiveAds
@responsiveads
Juggling the Strategy of Three
© 2014 ResponsiveAds
@responsiveads
… Because
Play Golf in
Scottsdale 50% off
Google Offers
© 2014 ResponsiveAds
@responsiveads
So is there a silver bullet for advertising?
© 2014 ResponsiveAds
@responsiveads
Today with 1% CTR we are happy, so why
make it so complicated
© 2014 ResponsiveAds
@responsiveads
> 80% of Path to Purchase
Decisions on Multiple Screens
© 2014 ResponsiveAds
@responsiveads
Real-Time Real-World
But if we can … Simplify
Real-Connection
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
Responsive Ads Isn’t all about Monetization
Lets Make One…Ad
© 2014 ResponsiveAds
@responsiveads
“Triple Responsive”
… ads that respond to…
Screen User
Context
© 2014 ResponsiveAds
@responsiveads
Multi-Screen Solutions
STRETCH Ads
Responsive Creatives
SWAP Ads
Multiple Creatives
STRETCH + SWAP (combination/custom)
FREE E-Book
© 2014 ResponsiveAds
@responsiveads
SWAP Turning-on-and-off
Different Creatives
• Multiple Ads/ Creatives
• Separate Ad Serving
© 2014 ResponsiveAds
@responsiveads
“SWAP” Retrofitting Solution
© 2014 ResponsiveAds
@responsiveads
STRETCH One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once • Dynamic Creative
• Optimized Quality
• Single Ad Serving
© 2014 ResponsiveAds
@responsiveads
Imagine One-Ad, Fits-All
© 2014 ResponsiveAds
@responsiveads
“IAB Standards” SCALE
© 2014 ResponsiveAds
@responsiveads
“Native Advertising” Beauty
© 2014 ResponsiveAds
@responsiveads
“Full-Skins” Brand Impact
© 2014 ResponsiveAds
@responsiveads
“Expandables” Creative Canvas
© 2014 ResponsiveAds
@responsiveads
… Re-imagine Paid-Media
One-Ad-Everywhere, Real-Time
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds (Real Time
Isn’t all about Monetization
Lets Make One…Ad
© 2014 ResponsiveAds
@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
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.”
To date mobile ad networks …Benefited
Facebook…Google…able to blur the
lines of the marketers budget
…..Bundling or Silo-busting beginning to occur …
© 2014 ResponsiveAds
@responsiveads
Sell at package?
© 2014 ResponsiveAds
@responsiveads
Tablet Engagement 2~3.5X
© 2014 ResponsiveAds
@responsiveads
Responsive vs. Digital Industry CTR 4X
© 2014 ResponsiveAds
@responsiveads
Responsive Ads Mobile vs. Site 2~3X
© 2014 ResponsiveAds
@responsiveads
© 2014 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.
© 2014 ResponsiveAds
@responsiveads
Finding your Balance!
© 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad
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