responsiveads internethungary 2013
DESCRIPTION
Presentation at Internet Hungary about how the best monetize responsive web design and non-design sites via Responsive Advertising ( Bringing Native Ads, HTML5 Ads and mobile rich-media ads all together) This presentation shows test cases, and shares deep strategic insight into how to best monetize and pivot from the dying standard banner.TRANSCRIPT
© 2013 ResponsiveAds
@ResponsiveAds
Thermal-up your Digital Business
The Multi-Screen
Responsive Advertising Strategy
Matthew Snyder CEO, ResponsiveAds
Budapest, Hungary, 10/15/2013
© 2013 ResponsiveAds
@ResponsiveAds
17 Years in a Mobile 12 Years Nokia- Director of Strategy 10 Years in Mobile Advertising 2.5 Years Responsive Web Design 2 Years ResponsiveAds Jan 2012
© 2013 ResponsiveAds
@ResponsiveAds
Disrupting by
Re-inventing the perfect ad creative
to give the best digital advertising results!
(both Publishers & Brands across all screens)
© 2013 ResponsiveAds
@ResponsiveAds
the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising:
Introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
© 2013 ResponsiveAds
@ResponsiveAds
the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising: Introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
© 2013 ResponsiveAds
@ResponsiveAds
Publishers: Lower Revenue from Advertising?
Traditional > Website (20%) > Mobile (20% )
Brands & Agencies: Reach, Relevancy, ROI
Traditional (5 types) < Digital (35 types) < SoMo (100)
State of Internet Banner Advertising
© 2013 ResponsiveAds
@ResponsiveAds
Reason #1 The Standard Banner Ad is not working!
© 2013 ResponsiveAds
@ResponsiveAds
You are more likely
to birth twins than
click a banner ad.
(Source:
Solve Media)
You are more likely to
summit Mount Everest
than click a banner
ad. (Source:
Solve Media)
You are more likely
to get a full house
while playing poker
than click on a
banner
ad.(Source: Solve
Media)
Cold-Fact : Industry Average 0.1% CTR
Are 99.9% display impressions really wasted?
© 2013 ResponsiveAds
@ResponsiveAds
Emerging Ad Trends ( CTR % Q2 2013 ) Rich-Media, Retargeting, Native Ads vs. Mobile, Desktop
Something really Disruptive
>1% CTR ( 10x improvement)
Native & Value Exchange
(Conversational)
© 2013 ResponsiveAds
@ResponsiveAds
The Native Ads Debate
© 2013 ResponsiveAds
@ResponsiveAds
Reason #2- Selling Mobile 100% inventory sell-through hard
© 2013 ResponsiveAds
@ResponsiveAds
Duplication & Fragmentation:
Font Blurry Brand Inconsistent
Not Perfect fitting Separate Trafficking
© 2013 ResponsiveAds
@ResponsiveAds
Reason #3
On-going explosion of screen-sizes
( Prioritization vs. Integrated Strategy)
© 2013 ResponsiveAds
@ResponsiveAds
Disconnected & inefficient Creative workflow for separate FIXED sizes & Tech
© 2013 ResponsiveAds
@ResponsiveAds
Media Consumption throughout the day
© 2013 ResponsiveAds
@ResponsiveAds
Morning Afternoon Evening
Media Consumption throughout the day
Newspaper
Website Mobile (go to bed) Mobile (Wake-up)
© 2013 ResponsiveAds
@ResponsiveAds
more screens are coming…
…users are multi-tasking, and
Screen-Shifting
This Shift Isn't Changing
© 2013 ResponsiveAds
@ResponsiveAds
Just Android ~30 Screen Sizes
Between 2.8”….. 10.1”
© 2013 ResponsiveAds
@ResponsiveAds
> 80% of Path to Purchase
Decisions on Multiple Screens
© 2013 ResponsiveAds
@ResponsiveAds
Nov 2012
Responsive “5X” Mobile Design
Mobile App Design
By Nov 2014 Could be “10X”
© 2013 ResponsiveAds
@ResponsiveAds
Time for the “Perfect Creative” Strategy
© 2013 ResponsiveAds
@ResponsiveAds
the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising: introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
© 2013 ResponsiveAds
@ResponsiveAds
Responsive Web Design Reboot..
….survey of Germany publishers: 82% think responsive design is the future. Biggest challenges: Ads ( 33%), tech (33%)
© 2013 ResponsiveAds
@ResponsiveAds
Defining Responsive Ads
Similar to Responsive Web Design… Responsive Ads optimizes the look and fit of an
ad creative to the ad opportunity, screen, inventory available.
© 2013 ResponsiveAds
@ResponsiveAds
Types of ResponsiveAds
STRETCH Ads • Responsive, Non-
Responsive • New Solution like RWD • New and Custom sizes • Responsive Creatives • Only 1 ad-tag
SWAP Ads • Responsive Sites • Retrofitting solution • IAB Sizes • Existing Ads Packaged • 2~3 ad tags
© 2013 ResponsiveAds
@ResponsiveAds
Types of ResponsiveAds
SWAP Ads • Responsive Sites • Retrofitting solution • IAB Sizes • Existing Ads Packaged • 2~3 ad tags
© 2013 ResponsiveAds
@ResponsiveAds
SWAP Turning-on-and-off Different Creatives
• Multiple Ads/ Creatives • Separate Ad Serving
© 2013 ResponsiveAds
@ResponsiveAds
“SWAP” Retrofitting Solution
© 2013 ResponsiveAds
@ResponsiveAds
STRETCH One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative • Build only 1 creative
• Real-Time Editing
• Dynamic Rich-media • Optimized Quality
• Existing Ad Serving
© 2013 ResponsiveAds
@ResponsiveAds
Imagine the Responsive Creative One-Ad, Fits-All
© 2013 ResponsiveAds
@ResponsiveAds
Same Creative Deployed as Two Responsive Ads
© 2013 ResponsiveAds
@ResponsiveAds
“Full-Skins” Brand Impact
© 2013 ResponsiveAds
@ResponsiveAds
“Expandables” Video
© 2013 ResponsiveAds
@ResponsiveAds
Which Solution Should I go for?
SWAP STRETCH Existing Creatives from Agencies O X Sell in-Bundle O O “the Banner Blindness” Problem X O Simplifies the Creative Process (less) X O Native Ad Possibilities X O Cross-Screen Shifting Opportunities X O
© 2013 ResponsiveAds
@ResponsiveAds
Native/HTML5 Rich-Media a Sub-Set
© 2013 ResponsiveAds
@ResponsiveAds
the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising: introducing Responsive Ads
− More Examples and Results
Lets Do it. Make One Ad
© 2013 ResponsiveAds
@ResponsiveAds
HTML5 & Responsive App Canvas
Expand/Retract Ad
Responsive Carousel widget Pinterest style social widget (Tynt)
HTML5 Apps Embeddable
© 2013 ResponsiveAds
@ResponsiveAds
Social/ Gallery Expandables
© 2013 ResponsiveAds
@ResponsiveAds
Right Ad, Right Context Content the User wants…
Story-telling from Screen-to-Screen
© 2013 ResponsiveAds
@ResponsiveAds
Achieving Real Brand-Impact Conversations
4X Equal or Better then
Rich-Media Banners
>20X Responsive with
HTML5 Widgets
DISRUPTIVE
© 2013 ResponsiveAds
@ResponsiveAds
Demo Building an ad “Magazine” Otavamedia
© 2013 ResponsiveAds
@ResponsiveAds
− Solid foundation
− Simpler Processes
− Mobile Revenue
− Easier to Sell
Thermal-up your digital strategy