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SXSW 2017 Our Skip Button Love Affair Christopher Ferrel Digital Strategy Director The Richards Group Hyatt Regency Austin Zilker Ballroom 1 March 14, 2017 11:00 AM
“I .”Skip Ads ►|
#skipbuttonlove
I’m an ad
#skipbuttonlove
#skipbuttonlove
Does the ability to skip ads matter?
#skipbuttonlove
We are entering a new era of digital adsMobile Social Video User choice
#skipbuttonlove
Welcome to the skippable era
#skipbuttonlove
The questions you should be askingShould your ad be skippable or non-skippable? Can you measure the value of a skipped ad? Does your creative work in the skippable era?
#skipbuttonlove
Should your ads be skippable or non-skippable?
#skipbuttonlove
Non-skippable ad revenue levels offDigital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021)
$0
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2010
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#skipbuttonlove
Non-skippable
Skippable ads surpassed non-skippableDigital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021)
$0
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#skipbuttonlove
Non-skippable
Skippable
Skippable ads will dominate by 2021Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021)
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#skipbuttonlove
Non-skippable
Skippable
Our skip button love affair
#skipbuttonlove
#skipbuttonlove
Emotion analysis9% joy, 82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Joy
Anger
#skipbuttonlove
Emotion analysis9% joy Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Joy
#skipbuttonlove
Emotion analysis9% joy Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Joy
#skipbuttonlove
Emotion analysis9% joy Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Joy
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
Emotion analysis82% anger Source: Crimson Hexagon, 83k most recent posts
0%
25%
50%
75%
100%
Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017
Skip Ad ►|
Anger
#skipbuttonlove
2/23/2017 Print - Study: Pre-Roll Ads Dramatically Increasing Ad-Block Installs - Advertising Age
http://adage.com/print/302349 1/2
Study: Pre-Roll AdsDramatically IncreasingAd-Block InstallsStudy Surveys 9,000 People Who Either Have or Are
Aware of Ad-Blocking Tech
By George Slefo
Published: January 26, 2016
Video ad tech company Teads released a study Tuesday that
aims to provide insight as to what motivates people to use ad
blockers.
Research Now conducted the study and surveyed 9,000
people. Active users of ad blockers, including mobile, and
those who are aware of ad blockers but have not yet installed
them, were surveyed for the study.
The research said pre-roll ads were among the most intrusive,
with 41% of respondents saying they installed the ad-blocking
software due to the ad format. Additionally, Hispanics are 78%
more likely to use a mobile ad blocker while men are 22% more
likely overall to use the software on mobile devices, the study
said.
Teads makes video technology that autoplays when you're
reading a story, for example. Its clients include Mashable and
Forbes, among others. It claims its tech is not intrusive because its ads can be closed by a user as soon as they appear.
At the same time, it sees pre-roll ads as intrusive because consumers cannot skip them and have to endure the length
of the ad before they can consume the content they want.
Related Stories
IAB to Advertisers and Content Providers: 'WeMessed Up'
IAB CEO Delivers Fire-and-Brimstone SpeechAgainst For-Profit Ad Blockers
Google's Ad Boss on Ad Blocking, AMP AdViewability and Enhanced Campaigns
As IAB Bars One Ad Blocker From Its Summit, ItWelcomes Another One on Stage
For IGN, a Tech-Savvy Audience Means a BigHit From Ad Blockers
#skipbuttonlove
2/23/2017 Print - Study: Pre-Roll Ads Dramatically Increasing Ad-Block Installs - Advertising Age
http://adage.com/print/302349 1/2
Study: Pre-Roll AdsDramatically IncreasingAd-Block InstallsStudy Surveys 9,000 People Who Either Have or Are
Aware of Ad-Blocking Tech
By George Slefo
Published: January 26, 2016
Video ad tech company Teads released a study Tuesday that
aims to provide insight as to what motivates people to use ad
blockers.
Research Now conducted the study and surveyed 9,000
people. Active users of ad blockers, including mobile, and
those who are aware of ad blockers but have not yet installed
them, were surveyed for the study.
The research said pre-roll ads were among the most intrusive,
with 41% of respondents saying they installed the ad-blocking
software due to the ad format. Additionally, Hispanics are 78%
more likely to use a mobile ad blocker while men are 22% more
likely overall to use the software on mobile devices, the study
said.
Teads makes video technology that autoplays when you're
reading a story, for example. Its clients include Mashable and
Forbes, among others. It claims its tech is not intrusive because its ads can be closed by a user as soon as they appear.
At the same time, it sees pre-roll ads as intrusive because consumers cannot skip them and have to endure the length
of the ad before they can consume the content they want.
Related Stories
IAB to Advertisers and Content Providers: 'WeMessed Up'
IAB CEO Delivers Fire-and-Brimstone SpeechAgainst For-Profit Ad Blockers
Google's Ad Boss on Ad Blocking, AMP AdViewability and Enhanced Campaigns
As IAB Bars One Ad Blocker From Its Summit, ItWelcomes Another One on Stage
For IGN, a Tech-Savvy Audience Means a BigHit From Ad Blockers
#skipbuttonlove
#skipbuttonlove
Can you measure the value of a skipped ad?
Non-skippable Skippable
Are all seconds created equal?
Forced time-spent Optimize to completions
Voluntary time-spent Optimize to ???
#skipbuttonlove
Ad value vs audience retention Source: Facebook, YouTube
0%
25%
50%
75%
100%
0 25% complete 50% complete 75% complete 100%
Measurement in the skippable era
#skipbuttonlove
Audience retention
Brand lift
THE VALUE OF THE AD VARIES BASED ON HOW MUCH IS COMPLETED
(Mobile/PC, 15/30 sec skippable) Overall N = 1444 23 /
Value of Impression based on Unaided Brand Recall
% OF AD COMPLETED
100%
75%
50%
25%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
INDE
X OF
UNA
IDED
BRA
ND R
ECAL
L
$0.56
$0.23$0.49
$0.15
AN AD THAT WAS ABOUT 40% COMPLETED IS WORTH 23% OF A COMPLETED AD
$1
Paying incrementally could be cost
effective
23 /
#skipbuttonlove
Ad value vs audience retention Source: Facebook, YouTube
0%
25%
50%
75%
100%
0 25% complete 50% complete 75% complete 100%
Measurement in the skippable era
#skipbuttonlove
Audience retention
Brand lift
$ $$ $$$ $$
#skipbuttonlove
The currency of the skippable era is time-spent
#skipbuttonlove
Does your creative work in the skippable era?
#skipbuttonlove
#skipbuttonlove
#skipbuttonlove
CHAPTER 7
Traffic and Trade1
Changes in the Amount and Methods of Travel
During the past fifteen years, people have been "goingplaces and doing things," farther and faster than everbefore in our history. This "modern tempo" was the resultof fundamental changes in American transportation broughtabout by the creation of numerous small-payment, installment-buying plans. By means of this process, it becamepossible for any person to become the operator of a self-propelled vehicle —the automobile.These changes may be best illustrated by comparative
statistics. In 1920, the passenger mileage of steam railwaysrose to a peak of nearly fifty billion miles and declined toeighteen billion five hundred million miles in 1935. Passenger mileage of electric railways fell from fifty billionmiles in 1925 to below thirty billion miles in 1933. Common-carrier bus mileage rose from about five billion milesat the close of the war to a total of more than eleven billionmiles in 1935; and, most startling of all, the passengermileage of the private automobile rose from approximatelythirty billion miles at the close of the war to a total ofmore than four hundred billion miles in 1930. The accom
1 Much of the material for this chapter was supplied by John Paver,research engineer, who has become one of the leading authorities on highwaytraffic.
147
CHAPTER 7
Traffic and Trade1
Changes in the Amount and Methods of Travel
During the past fifteen years, people have been "goingplaces and doing things," farther and faster than everbefore in our history. This "modern tempo" was the resultof fundamental changes in American transportation broughtabout by the creation of numerous small-payment, installment-buying plans. By means of this process, it becamepossible for any person to become the operator of a self-propelled vehicle —the automobile.These changes may be best illustrated by comparative
statistics. In 1920, the passenger mileage of steam railwaysrose to a peak of nearly fifty billion miles and declined toeighteen billion five hundred million miles in 1935. Passenger mileage of electric railways fell from fifty billionmiles in 1925 to below thirty billion miles in 1933. Common-carrier bus mileage rose from about five billion milesat the close of the war to a total of more than eleven billionmiles in 1935; and, most startling of all, the passengermileage of the private automobile rose from approximatelythirty billion miles at the close of the war to a total ofmore than four hundred billion miles in 1930. The accom
1 Much of the material for this chapter was supplied by John Paver,research engineer, who has become one of the leading authorities on highwaytraffic.
147
#skipbuttonlove
Lessons from 19381938 “Modern Tempo” Disruptive tech = cars for all
#skipbuttonlove
2017 “Busy” badge of honor Disruptive tech = smartphones
Lessons from 19381938 “Modern Tempo” Disruptive tech = cars for all Physical destinations
#skipbuttonlove
2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations
Lessons from 19381938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words
#skipbuttonlove
2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds
68 Outdoor Advertising
to have this message delivered to a certain number ofpeople. They may not heed this message. They may noteven notice it. But it is circulation nonetheless. When asolicitor for a newspaper, magazine or broadcasting stationsays that he is selling advertising, he means that he ismaking contracts to deliver a designated number of salesmessages for the advertiser. Some advertising writers haveconfused message and medium. They have denned circulation in terms of "impressions." It is not the carrier of themessage that makes the impression, but it is the messageitself. One may not know what the boy looked like whobrought the telegram, however well he remembers themessage. It is not the postman who makes an impression,but the message he brings.
The Medium Cannot Deliver ReadersAfter delivering the message in its specified form and size,
the medium is in no way responsible for securing reading orother attention to the message. That is the responsibilityof the one who writes the message —the advertiser. If a manis too indifferent, too excited, or too much engrossed otherwise to read a telegram which he receives, it is not the faultof the telegraph company. They performed their dutywhen they delivered the message to him. So with the paidspace in a newspaper or magazine, the message may notinterest the one who buys the newspaper or magazine,but the function of each of these media has been fulfilledwhen it is delivered to the buyer. With the broadcastingcompany, the message cannot be delivered unless there is areceiving set tuned in in the home to which the messageis sent. Therefore, its circulation would be the number ofmessages sent to the homes, provided the receiving setswere tuned in when the message was sent. Of course circulation is limited to the zone reached by the broadcastingstation. If the owners of these sets are not interested at thetime, they may not get the message, but, nevertheless, theyconstitute part of the circulation of the broadcasting com
#skipbuttonlove
Lessons from 19381938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words Power of pictures
#skipbuttonlove
2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds Power of video
Lessons from 19381938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words Power of pictures Few opportunities to linger
#skipbuttonlove
2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds Power of video Always an opportunity to linger
Creative in the skippable eraMake me care in < :05
#skipbuttonlove
Creative in the skippable eraMake me care in < :05 Give me a reason to stay
#skipbuttonlove
Hero benefit
#skipbuttonlove
#skipbuttonlove
Anticipation
#skipbuttonlove
1.8M views 1 min 19 sec avg
#skipbuttonlove
Challenge
#skipbuttonlove
28M views 3 min 15 sec avg
#skipbuttonlove
Playground
#skipbuttonlove
224M views 24 sec avg
#skipbuttonlove
Stand for something
#skipbuttonlove
1.1M views 1 min 49 sec avg
#skipbuttonlove
Non-skippable Skippable
What’s the role for non-skippable in the skippable era?
Forced time-spent Voluntary time-spent
#skipbuttonlove
If ad is non-skippable, just get to the point
#skipbuttonlove
Impact of the skippable era
#skipbuttonlove
2017
Consistency in search ads2000
AdAd
#skipbuttonlove
Inconsistency in non-search adsNon-skippable Skippable
#skipbuttonlove
Non-skippable Skippable
#skipbuttonlove
Auto expand
#skipbuttonlove
Adhesive
#skipbuttonlove
Interstitials
#skipbuttonlove
Non-skippable video
#skipbuttonlove
Skippable video
Outstream video
#skipbuttonlove
Native
#skipbuttonlove
Social
#skipbuttonlove
Social
Who’s winning?Non-skippable Skippable
Auto expand
Adhesive Interstitials
Skippable video
Outstream video
NativeNon-skippable video Social
Standard banner
Advertiser preferred User preferred
#skipbuttonlove
Skippable ads win users and revenueDigital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021)
$0
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$40
2008
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#skipbuttonlove
Non-skippable
Skippable
Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks
#skipbuttonlove
#skipbuttonlove
Without skippable ads, digital ad revenue is in decline
Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks Rise of ad blockers
#skipbuttonlove
Ad blockers primarily impact non-skippableDigital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021)
$0
$10
$20
$30
$40
2008
2010
2012
2014
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2020
2021
#skipbuttonlove
Non-skippable with ad blocker impact
Skippable
Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks Rise of ad blockers Overhaul of IAB’s ad portfolio
#skipbuttonlove
#skipbuttonlove
#skipbuttonlove
#skipbuttonlove
2/20/2017 How LEAN Can You Get? A Scale and a Score Will Tell You
https://www.iab.com/news/lean-principles-criteria-scoring/ 4/6
Encryption
A year ago, I joined the chorus calling for broad adoption of HTTPS. With projects like Let’s Encrypt
making certificates readily available to all comers, the need for the entire supply chain to support
HTTPS requests has never been stronger.
As such, in order to be compliant with the LEAN Principles, all resources delivered to an HTTPS
parent frame must be similarly delivered over HTTPS.
The days of simple errors for mixed content are ending – Firefox, Chrome, and IE all block active
mixed content by default. Ensure end-to-end consumer privacy and protection, avoid discrepancies
and unnecessary user-facing errors with full support for HTTPS.
Choice
The Digital Advertising Alliance’s AdChoices initiative is one of the most successful self-regulatory
programs in the history of advertising. Every month, trillions of ad impressions are delivered with the
now-ubiquitous AdChoices Icon, which signals to consumers that, with a click, they can go to a page
and learn who is using their data and how – and opt out, or opt in, to each individual user of their
data.
AdChoices is an amazing opportunity for a consumer to interact with an ad in a way that doesn’t
signal specific interest in the ad itself. In addition to the required opt-out, some implementers are
using the icon to solicit additional feedback about the ad experience directly.
Providing mechanisms for feedback and choice is an important part of having a conversation with
consumers. This is a starting point into the conversation about the importance of additional choice
mechanisms, like choice about the cadence of ads across a visitor session, and the options
presented in the Publisher Ad Blocking Primer.
Overall, we recommend that, in order to be compliant with the LEAN Principles, all ads that are
selected for delivery through the use of an online behavioral advertising (OBA) or Interest-Based
Advertising system must bear the AdChoices Icon – which means that all advertisers and all
publishers must be members of the Digital Advertising Alliance.
Skippable
Preliminary research implies strong consumer demand for skip – the research from IAB UK indicates
that unskippable video ads are a primary driver for installing ad blockers, and that having an option
to skip would cause some ad blocking users to reconsider.
#skipbuttonlove
Non-skippable Skippable
Auto expand
Adhesive Interstitials
Skippable video
Outstream video
NativeNon-skippable video Social
Standard banner
Impact of IAB’s new ad portfolio
#skipbuttonlove
Xw/ close button
<:15 only
Non-invasive onlyw/ close button
Ask the right questions. Win the skippable era.Should your ad be skippable or non-skippable? Can you measure the value of a skipped ad? Does your creative work in the skippable era?
#skipbuttonlove
Go forth and .Skip Ads ►|
#skipbuttonlove
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