The Display Ad of the Future:

It’s All About YouTim Mayer

Chief Marketing Officer

Trueffect

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Trueffect Inc. Confidential. 2014© All Rights Reserved

What do these three people have in common?

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F. Scott Fitzgerald Salman Rushdie

Joseph Heller

Trueffect Inc. Confidential. 2014© All Rights Reserved

The Move Towards Relevance

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and Away from Resonance…

Storytelling

Resonance & Relevance

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Storytelling with Resonance

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Data Versus Brand Marketers

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Traditional Measurement by Channel

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Ad Measurement is a Mess

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3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M

but..

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Need to tell story with Data across Channels

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Structured Versus Unstructured Channels

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Owned

Paid Earned

Landing Pages

Brand Awareness

Amplification

Brand Experience

Discovery &

Intent Capture

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360 Profile: Structured and Unstructured

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Trueffect Inc. Confidential. 2014© All Rights Reserved

The Evolution of Display

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Display buys used to be contextual…

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Data Growing FAST!

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• Online/offline

• CRM

• Registration

• First- Party data shared among advertisers

• Aggregated data

• Inferred vs. declared

First Party Second-Party Third-Party

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Now Buying Audiences

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Trueffect Inc. Confidential. 2014© All Rights Reserved

Marketing

Funnel

Creative Targeting on Audience Segments

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Standard Offer

CTR focused

creative

Value and Offer

based

Aligned to

product,

location etc.

Upsell/Cross-

sell retention

Unknown

Visitor Product

Interest

Visitors

Recent

Visitors

Language

Lapsed

Visitors

Language

Existing

Customer/Produc

t Interest

What’s Next?

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Trueffect Inc. Confidential. 2014© All Rights Reserved

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Location Signals: iBeacons

ALEX AND ANI

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Opt-in to Offers

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Viral Pull Ads

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Thanks!

Twitter: @timmayer

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