how hollywood got display advertising all wrong
TRANSCRIPT
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How Hollywood Got Display Advertising All Wrong
John Lee | @john_a_lee Managing Partner | Clix Marketing
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SMX Social, SES / ClickZ Live,
HeroConf, HeroConf London, Zenith Conference, Ticket Summit, State of Search, Acquisio User Summit, Bing Ads Connect
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Sometimes Hollywood Hits a
Home Run
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Sometimes Hollywood Rides the Struggle Bus to
Fail Town
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Odd Session Theme, John…What Gives?
It all started in London with Larry Kim and Fred Vallaeys.
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Everyone’s Down on Display We don’t see the value. It doesn’t convert. It costs too much. The industry will crumble in 5 years. Ad blockers! The end is nigh.
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Why So Serious? Can We Just Sit
Down and Talk About This?
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
What Is This Magic “Display” You Speak Of?How Hollywood Got Display Advertising All Wrong
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Display In a Nutshell Text, image, video and/or engagement ads on websites and apps across multiple devices.
Site visitors targeted via…
Contextual match Placements/direct buy Demographics 1st party data Retargeting …and more
Image Source: 7boats.com
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Buzz Word Alert! Programmatic
Source: http://marketingland.com/programmatic-display-3-tactics-master-2016-165542
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Where Does Programmatic Display Fit in the Big Picture?
2/3 of display spend will be from programmatic in 2016.
Source: http://www.emarketer.com/Article/More-Than-Two-Thirds-of-US-Digital-Display-Ad-Spending-Programmatic/1013789
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
A Rose By Any Other Name…
Google Display Network
Programmatic
Native AdsTrading Desk
Ad ExchangeContent Ads
Retargeting
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Alphabet Soup
GDN!
DMP!DSP!
RTB!CPM!
SSP!
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Just a Few of the Players
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
It’s All About Data
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
OK, Not That Data. This Data! Who do you want to serve ads to? What do you know about them?
Demographics Behaviors Interests Affinity 1st Party Data (e.g. email/phone custom audience) Retargeting Purchase Activity Video Consumption In-App Activity Website Activity
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
What About Ad Blockers?How Hollywood Got Display Advertising All Wrong
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Source: http://marketingland.com/ad-blocking-is-a-kind-of-populist-revolt-against-the-internet-establishment-161811
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Ad Blockers Will Be The Death of Display Ads!No. No they won’t.
Source: http://www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
What Should We Do?
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Publishers: Improve UX Content 1st. Ads 2nd. Limit ad blocks for clutter and load time.
Limit auto-play video ads to 1 per page.
No pop ups (duh!). No ads without a close button.
Etc., etc.Source: http://www.videoadnews.com/2016/02/22/why-it-may-cost-publishers-more-to-prioritize-revenue-over-user-experience/
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Advertisers: Be More Strategic Increase Specificity in Targeting
Tailor Ads to Specific Audience
Dynamic Ads FTW! Implement Impression Caps
Leverage Audience Exclusions
Source: http://www.theguardian.com/media/2016/feb/16/ad-blocking-advertisers
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
John! Programmatic Is Just Too Much to Handle. Now What?How Hollywood Got Display Advertising All Wrong
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
We Covered This Already, Yes? Data + Automation = Programmatic
It isn’t 1 magical channel selling Unicorn-infused ads.
This One’s For You Larry Kim!
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
He’s Iron Man. He Can Do It However He Wants
Let’s WALK before we run, shall we?
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
GDN Is Still Your Friend… …for custom audiences, interests and retargeting.
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
GDN Is Still Your Friend… …for big data.
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
GDN Is Still Your Friend… …for dynamic ads based on data feeds (DDA’s).
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
GDN Is Still Your Friend… …for dynamic product ads (DPA’s).
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Gmail Ads Desktop/Mobile Big, Beautiful Ads Leverage Customer Match (email custom audience) & Lookalike Audiences
Leverage Keywords to Target Content of Email
Competitor names Similar/related products or
services Use your imagination!!! Other Targeting Layers Demographics Interests Location
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Same GDN Targeting, But…
…do it BETTER. Tailor contextual, interest & demographic targets as precisely to your desired audience as possible.
Research placements as if they were exact match keywords.
Above all – serve ads that match audience and targeting.
“Do the best you can until
you know better. Then
when you know better, DO BETTER.”
- Maya Angelou
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Get Into Native with Yahoo Gemini Desktop/Mobile Attractive, Image Focused Ads
Leverage Retargeting & Lookalike Audiences
Leverage Mobile In-App IDs
Other Targeting Layers
Demographics Interests Location
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Low Monthly Minimum Options
Self-serve. Retargeting.
Video. Local.
Mobile.
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
To SummarizeDO MORE OF THIS LESS OF THIS
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@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Thank You! Questions?
[email protected] @john_a_lee
www.clixmarketing.com