everything you need to know about tablet advertising

Everything you Need to Know about Tablet Advertising

Twitter Hashtag: #TabletAds

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Everything You Need to Know About Tablet Advertising

Twitter Hashtag #TabletAds


Agenda

• Introduction

• Tablet Market Overview

• Ad Creation & Measurement

• Serving Ads to Tablets

• Crisp Overview

• Q&A


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


Market OverviewTom LimongelloVP, Marketing


State of the Tablet Market


The Market for Tablets is Bigger than you Think


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


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


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


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


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


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

+ =


Visual cues are required on tabletsRoad signs!


Front-facing cameras on iPad 2 & Android means you can upload photos & videos


Questions?


Serving Ads to TabletsPeter Keum

VP of Business Development


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


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


Managing Ad Creative

Introduction to the standard Mobile Rich Media ad creative API.


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


Some Companies Involved with ORMMA


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

mailto:[email protected]

http://www.ormma.org/

http://blog.ormma.org/


Questions?


Ad Creation & MeasurementTom Foran

Chief Revenue Officer


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


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


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


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


Questions?


Crisp OverviewTom Foran

Chief Revenue Officer


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


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


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


Chevy Cruze Sponsorship

• ESPN sells

• Crisp builds, serves and provides reporting

• Ad Features employed:

• 360° Rotation

• Video

• Photo galleries

Putting it all together


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


Crisp Engage for DIY Ad Assembly


Sample Crisp Publisher Partners

Partners


Sample Crisp Advertisers

Auto

Finance

Entertainment

TravelTravel

Tech

CPG


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


Questions?


Thank You!

[email protected]

[email protected]

everything you need to know about tablet advertising

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