A Revolution in Digital Monetization

Naren Nath, CEO, Wayfare Interactive

Advertising is Crumbling

How bad is it?■Average click-through rate of display ads is 0.06%.

(Source: Display Benchmarks Tool)

■ 50% of clicks on mobile ads are accidental. (Source: 

GoldSpot Media) 

■ 33% of internet users find display ads completely intolerable (Source: Adobe)

In 2011 when CTR was 0.09%, you were:

■ 31.24 times more likely to win a prize in Mega Millions…■ 40.17 times more likely to give birth to twins…■ 87.8 times more likely to apply to Harvard and get accepted…■ 112.50 times more likely to sign up for and complete NAVY SEAL

training…■ 279.64 times more likely to climb Mt. Everest and reach the summit…■ 475.28 times more likely to survive a plane crash…

…Than you were to click a banner ad.

(Source: Business Insider)

South Park Gets It:

The problem with Search ads

  Where do you start your search for commerce?Year Amazon Search Engines2015 44% 34%2016 55% (+11%) 28% (-6%)

Search is not the best experience for commerce ($$)

(Source: Bloomreach)

Consumer is King (or Queen)

-Leo Collum

Offline vs. Online:The User is 100% in charge

■ Ad blocking grew by 41% globally in the last 12 months. (Source: PageFair)

■ There are now 198 million active ad block users around the world. (Source: PageFair)

A rebellion?

Key to User Experience – Listen not Talk

Advertiser Consumer

Billions of Commerce Signals

Examples of Commerce Signals

Examples of Commerce Signals

Dawn of Networked Commerce

Commerce signals connected across Internet

The Ideal Shopping Experience

“In a Perfect World”

User sees that white shorts are IN on your site.

1

User decides they want to buy new white shorts.

2

User is shown white shorts from a marketplace of providers.

3

■Users win – direct path to commerce related to content

■Advertisers win – deep-linked clicks from active shoppers

■Publishers win – best monetization AND user experience

How to expand the pie?

Commerce Performance

CTR: 5-200%

eCPM: $10-500

Superior User Experience

Quick, Easy

Proof: Dramatic Performance Gains

■Create – any content you want for your audiences

■Enhance – with commerce units within minutes or hours

■Monetize – 10X or more better than Display and Search ads

Game-changer for Affiliates

Networked commerce +

Native placement=

Monetization nirvana

The Power of Native Commerce