The Display Ad of the Future

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trueffect

Tecnologia

Trueffect Inc. Confidential. 2014© All Rights Reserved
What do these three people
have in common?
3/19/2014Trueffect
2
F. Scott Fitzgerald Salman Rushdie
Joseph Heller

Trueffect Inc. Confidential. 2014© All Rights Reserved
The Move Towards Relevance
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3
and Away from Resonance…

Storytelling
Resonance & Relevance
4
Trueffect3/19/2014

Trueffect Inc. Confidential. 2014© All Rights Reserved
Storytelling with Resonance
3/19/2014Trueffect
5

Trueffect Inc. Confidential. 2014© All Rights Reserved
Traditional Measurement by
Channel
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7

Trueffect Inc. Confidential. 2014© All Rights Reserved
Ad Measurement is a Mess
3/19/2014Trueffect
8
3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M
but..

Trueffect Inc. Confidential. 2014© All Rights Reserved
Need to tell story with Data
across Channels
3/19/2014Trueffect
9

Trueffect Inc. Confidential. 2014© All Rights Reserved
The Evolution of Display
3/19/2014Trueffect
12

Trueffect Inc. Confidential. 2014© All Rights Reserved
Display buys used to be
contextual…
3/19/2014Trueffect
13

Trueffect Inc. Confidential. 2014© All Rights Reserved
Data Growing FAST!
3/19/2014Trueffect
14
• Online/offline
• CRM
• Registration
• First- Party data
shared among
advertisers
• Aggregated data
• Inferred vs.
declared
First Party Second-Party Third-Party

Trueffect Inc. Confidential. 2014© All Rights Reserved
Now Buying Audiences
3/19/2014Trueffect
15

Trueffect Inc. Confidential. 2014© All Rights Reserved
Marketing
Funnel
Creative Targeting on Audience
Segments
3/19/2014Trueffect
16
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

Trueffect Inc. Confidential. 2014© All Rights Reserved
3/19/2014Trueffect
18
Location Signals: iBeacons
ALEX AND ANI

Trueffect Inc. Confidential. 2014© All Rights Reserved
Opt-in to Offers
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19

Trueffect Inc. Confidential. 2014© All Rights Reserved
Viral Pull Ads
3/19/2014Trueffect
20

Thanks!
Twitter: @timmayer
3/19/2014Trueffect
21

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The Display Ad of the Future

1. The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 3/19/2014Trueffect 1

4. Storytelling Resonance & Relevance 4 Trueffect3/19/2014

10. Trueffect Inc. Confidential. 2014© All Rights Reserved Structured Versus Unstructured Channels 3/19/2014Trueffect 10 Owned Paid Earned Landing Pages Brand Awareness Amplification Brand Experience Discovery & Intent Capture

14. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Growing FAST! 3/19/2014Trueffect 14 • Online/offline • CRM • Registration • First- Party data shared among advertisers • Aggregated data • Inferred vs. declared First Party Second-Party Third-Party

16. Trueffect Inc. Confidential. 2014© All Rights Reserved Marketing Funnel Creative Targeting on Audience Segments 3/19/2014Trueffect 16 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

17. What’s Next? 3/19/2014Trueffect 17

21. Thanks! Twitter: @timmayer 3/19/2014Trueffect 21

The Display Ad of the Future

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The Display Ad of the Future