More Related Content Similar to ResponsiveAds InternetHungary 2013 (20) ResponsiveAds InternetHungary 20131. Thermal-up your Digital Business
The Multi-Screen
Responsive Advertising Strategy
Matthew Snyder
CEO, ResponsiveAds
Budapest, Hungary, 10/15/2013
@ResponsiveAds
© 2013 ResponsiveAds
2. 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
@ResponsiveAds
© 2013 ResponsiveAds
3. Disrupting by
Re-inventing the perfect ad creative
to give the best digital advertising results!
(both Publishers & Brands across all screens)
@ResponsiveAds
© 2013 ResponsiveAds
4. 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
@ResponsiveAds
© 2013 ResponsiveAds
5. 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
@ResponsiveAds
© 2013 ResponsiveAds
6. State of Internet Banner Advertising
Publishers: Lower Revenue from Advertising?
Traditional > Website (20%) > Mobile (20% )
Brands & Agencies: Reach, Relevancy, ROI
Traditional (5 types) < Digital (35 types) < SoMo (100)
@ResponsiveAds
© 2013 ResponsiveAds
8. You are more likely
to birth twins 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
You are more likely to
Are 99.9% display impressions really wasted?
summit Mount Everest
than click a banner
ad. (Source:
Solve Media)
@ResponsiveAds
© 2013 ResponsiveAds
9. 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)
@ResponsiveAds
© 2013 ResponsiveAds
11. Reason #2- Selling Mobile
100% inventory sell-through hard
@ResponsiveAds
© 2013 ResponsiveAds
16. Media Consumption throughout the day
Morning
Mobile
Afternoon
Website
(Wake-up)
Newspaper
@ResponsiveAds
© 2013 ResponsiveAds
Evening
Mobile (go to bed)
19. > 80% of Path to
Purchase
Decisions on Multiple
Screens
@ResponsiveAds
© 2013 ResponsiveAds
20. By Nov 2014
Nov 2012
Could be “10X”
Responsive “5X”
Mobile Design
Mobile App Design
@ResponsiveAds
© 2013 ResponsiveAds
21. Time for the “Perfect Creative” Strategy
@ResponsiveAds
© 2013 ResponsiveAds
22. 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
@ResponsiveAds
© 2013 ResponsiveAds
23. Responsive Web Design Reboot..
….survey of Germany publishers: 82% think responsive design
is the future. Biggest challenges: Ads ( 33%), tech (33%)
@ResponsiveAds
© 2013 ResponsiveAds
24. 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.
@ResponsiveAds
© 2013 ResponsiveAds
25. Types of ResponsiveAds
STRETCH Ads
• Responsive, NonResponsive
• 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
@ResponsiveAds
© 2013 ResponsiveAds
26. Types of ResponsiveAds
SWAP Ads
•
•
•
•
•
Responsive Sites
Retrofitting solution
IAB Sizes
Existing Ads Packaged
2~3 ad tags
@ResponsiveAds
© 2013 ResponsiveAds
29. 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
@ResponsiveAds
© 2013 ResponsiveAds
34. Which Solution Should I go for?
Existing Creatives from Agencies
Sell in-Bundle
“the Banner Blindness” Problem
Simplifies the Creative Process (less)
Native Ad Possibilities
Cross-Screen Shifting Opportunities
SWAP
O
O
X
X
X
X
@ResponsiveAds
© 2013 ResponsiveAds
STRETCH
X
O
O
O
O
O
36. 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
@ResponsiveAds
© 2013 ResponsiveAds
37. HTML5 & Responsive App Canvas
HTML5 Apps Embeddable
Expand/Retract Ad
Pinterest style social widget (Tynt)
Responsive Carousel widget
@ResponsiveAds
© 2013 ResponsiveAds
39. Right Ad, Right Context
Content the User wants…
Story-telling from Screen-to-Screen
@ResponsiveAds
© 2013 ResponsiveAds
40. Achieving Real Brand-Impact Conversations
4X
>20X
Equal or Better then
Rich-Media Banners
Responsive with
HTML5 Widgets
DISRUPTIVE
@ResponsiveAds
© 2013 ResponsiveAds
41. Demo Building an ad “Magazine” Otavamedia
@ResponsiveAds
© 2013 ResponsiveAds