ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising

© 2014 ResponsiveAds

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Deciphering Multi-Screen Advertising Responsive Web Design & Advertising


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Yin & Yang of Ad Media

Reboot 2010

Responsive Ads

Isn’t all about Monetization

Lets Make One…Ad


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Yin & Yang of Ad Media Reboot 2010

ResponsiveAds


Lets Make One…Ad


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2000~2010 Getting “Pulled Both Ways?”


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New Media Old Media


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Mobile Web World Wide Web


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DIRECT PROGRAMATIC


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COOKIES (Segment Targeting)

CREME ( CRM) ( User Opt-in/ Subscription)


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Web

FREE

NATIONAL

Standard Ads

CPM

CTR

SSP

…

App

PAID

LOCAL

Native Ads

PPC

Viewability

DSP

…


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and then there was…..


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Reboot 2010 Responsive Ads


Lets Make One…Ad

3rd wave


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What was launched in 2010 that Defined

This New Awakening?


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Digital Media Strategy with three Legs?

Digital Magazine

Desktop Tablet Mobile


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So-Lo-Mo “Defining Lens Begins”

Social Local

Mobile


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POETRY of a Converged Strategy

OWNED

EARNED PAID

(POEM)


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Funnel now an Hour Glass

Top

Bottom

Bottom (middle)

Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy


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Does not need to be? Threatening . Costly . Fragmented


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The Movement in the Interactive

Community with the One-Web Coined “Responsive Web Design”


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Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design

1

2

3

5 4


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Today… Responsive offers Clarity of Direction For all Screens

CMS CRM Cookies Cloud Convergence Costs Compatibility Connected


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Advertising- Is there a problem?

• Separate Organizations • Different Ad Servers? • Separate Selling? • Different Technologies

(Flash vs. HTML5) • Different standards? • Different priorities?


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….Time spent on mobile is greater

Magazines & Newspapers Combined!

By 2014 Mobile

Traffic will exceed Desktop…


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With more screens are

coming… …and users are

multi-tasking


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Juggling the Strategy of Three


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… Because

Play Golf in

Scottsdale 50% off

Google Offers


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So is there a silver bullet for advertising?


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Today with 1% CTR we are happy, so why

make it so complicated


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> 80% of Path to Purchase

Decisions on Multiple Screens


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Real-Time Real-World

But if we can … Simplify

Real-Connection


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Reboot 2010 ( Digital 2 =>)

Responsive Ads Isn’t all about Monetization

Lets Make One…Ad


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“Triple Responsive”

… ads that respond to…

Screen User

Context


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Multi-Screen Solutions

STRETCH Ads

Responsive Creatives

SWAP Ads

Multiple Creatives

STRETCH + SWAP (combination/custom)

FREE E-Book


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SWAP Turning-on-and-off

Different Creatives

• Multiple Ads/ Creatives

• Separate Ad Serving


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“SWAP” Retrofitting Solution


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STRETCH One-Ad-Fits-All

Adapts to the Situation

• HTML5 Creative

• Build Once • Dynamic Creative

• Optimized Quality

• Single Ad Serving


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Imagine One-Ad, Fits-All


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“IAB Standards” SCALE


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“Native Advertising” Beauty


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“Full-Skins” Brand Impact


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“Expandables” Creative Canvas


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… Re-imagine Paid-Media

One-Ad-Everywhere, Real-Time


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ResponsiveAds (Real Time


Lets Make One…Ad


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In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The

Benefits of Bundles “ Pivotal Research stated that…

“ To date, mobile ad networks, most prominently including Millennial Media have been

among the primary beneficiaries of the rise of mobile advertising.

….However, in the medium-term, most of the advantages which enable ad networks

to capture a large share of the mobile advertising market are diminishing

substantially.

….Facebook and Google are uniquely able to blur the lines of marketers' budget-

setting efforts which normally consider mobile and non-mobile to be distinct

aspects of a digital budget by creating effective bundles of advertising inventory

which cuts across devices.

…..We note that such bundling (some would call it "silo-busting") is beginning to occur

for other digital media.”

Benefits of Bundled Media

In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The

Benefits of Bundles “ Pivotal Research stated that…

“ To date, mobile ad networks, most prominently including Millennial Media have been

among the primary beneficiaries of the rise of mobile advertising.

….However, in the medium-term, most of the advantages which enable ad networks

to capture a large share of the mobile advertising market are diminishing

substantially.

….Facebook and Google are uniquely able to blur the lines of marketers' budget-

setting efforts which normally consider mobile and non-mobile to be distinct

aspects of a digital budget by creating effective bundles of advertising inventory

which cuts across devices.

…..We note that such bundling (some would call it "silo-busting") is beginning to occur

for other digital media.”

To date mobile ad networks …Benefited

Facebook…Google…able to blur the

lines of the marketers budget

…..Bundling or Silo-busting beginning to occur …


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Sell at package?


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Tablet Engagement 2~3.5X


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Responsive vs. Digital Industry CTR 4X


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Responsive Ads Mobile vs. Site 2~3X


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"Local advertisers' get confused when we try to sell HTML5 and mobile ads, but when they see STRETCH - I WANT THAT" - Jonathan Melville, Times-Herald, Newnan, Ga.


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Finding your Balance!


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ResponsiveAds


Lets Make One…Ad

Marketing

ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising