forget ad blocking, user experience is a big deal - digiday wtf ad blocking nyc, 1/14/16

Ad Blocking DebriefHarry Robinson, VP Product Marketing, Celtra@adwhisperer

Creative platform for display and video brand

advertising, improving the quality of the message & the way the message is presented to consumers

Only we, the advertising industry,

made Ad Blocking a big deal

What has the greatest impact on user experience?-  Ad Context (Inventory) -  Ad Presentation (Format)-  Ad Content (Creative)

Majority see creative having biggest impact on user experience

Ad Context (Inventory)

Ad Presentation (Format)

Ad Content (Creative)

52%

22%

26%

2016 – The Year ofCreative

Do publishers review each ad creative before it appears on their site?

More than 1/3 still don’t review creative before it goes live

Yes

59%No

41%

2/3 of marketers find user experience a high priority

We don’t think about it

It’s somewhat important

22%

4%

48%It’s high priority It’s our highest

priority

26%

48% of respondentssee lack of creative relevancy

responsible for ad blocking

Creative should be aware of the rich context of a user’s situation

Female

Afternoon

San Francisco

Pet Lover

Sunny

To be personalized and relevant

In a Relationship

WeekendWeekday

New York

Cloudy

Aware, but not too aware

Personalization

Eng

agem

ent

Generic

Relevant

Creepy

Different signals work best for different goals and industriesMost popular data signals

Date range Location Audience Part of day Weather

EntertainmentDate range – Video trailer and premiere messaging

Day of week – TV tune-in messaging

Location – Local movie theaters and showtimes

Being able to execute several variants from a single approved creative with only one tag needing to be issued is a fantastic development that we are extremely keen to use more of.

– ThinkJam, Creative Agency, Oct 2015

25%

Dynamic creative campaigns are easier to manage (less creatives & less placements)

and growing

The average number of creatives per campaign

decreased by up to

2/3 believe poor advertising has a detrimental effect on brand

Low / no impact

Moderate impact

17%

6%

45%High

impactVery high

impact

33%

personalized generation

Creative needs to be

contextually engineered for the

In 2016, mobile video ads will

reach 92.4% of US 16-35 year olds

eMarketer, US Millennials and Video, 2015

Plays within video content Plays within non-video content

Instream Outstream

In-stream video ads were not designed for mobile – and they don’t work on mobile.

Source: MetrixLab, 2014; TubeMogul, 2014

of all skippable pre-roll ads are being skipped

85%

Outstream video offers a user

experience designed for mobile

Superior user experience

End cards include dynamic interactivity and CTA, powered by Creative Relevancy.

Easily consumable and immersive video with fast-paced edit of an enchanting video clips intercut with text cards.

Video is introduced politely & gradually so not to interrupt.

Audi hits 80% increase on video completion benchmark

Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative.

- Giovanni Perosino, Head of Marketing Communication, Audi

Short Form Vertical Video Case Study

Preview: bit.ly/AudiSFVV

How often can your clients’ creatives be improved?

There is always room for improvement

Never, they are always great!

Sometimes

12%0%

66%Always Often

22%

Have you devoted more resources to creative production in order to improve your ad quality and the user experience?

64% marketers increasing creative resources to improve quality and user experience

Yes

64%No

36%

Now is the time to advertiseCreative first

Thank you.