Post on 05-Apr-2017
How Hollywood Got Display Advertising All Wrong
John Lee | @john_a_lee Managing Partner | Clix Marketing
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SMX Social, SES / ClickZ Live,
HeroConf, HeroConf London, Zenith Conference, Ticket Summit, State of Search, Acquisio User Summit, Bing Ads Connect
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Sometimes Hollywood Hits a
Home Run
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Sometimes Hollywood Rides the Struggle Bus to
Fail Town
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Odd Session Theme, John…What Gives?
It all started in London with Larry Kim and Fred Vallaeys.
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Everyone’s Down on Display We don’t see the value. It doesn’t convert. It costs too much. The industry will crumble in 5 years. Ad blockers! The end is nigh.
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Why So Serious? Can We Just Sit
Down and Talk About This?
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What Is This Magic “Display” You Speak Of?How Hollywood Got Display Advertising All Wrong
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Display In a Nutshell Text, image, video and/or engagement ads on websites and apps across multiple devices.
Site visitors targeted via…
Contextual match Placements/direct buy Demographics 1st party data Retargeting …and more
Image Source: 7boats.com
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Buzz Word Alert! Programmatic
Source: http://marketingland.com/programmatic-display-3-tactics-master-2016-165542
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Where Does Programmatic Display Fit in the Big Picture?
2/3 of display spend will be from programmatic in 2016.
Source: http://www.emarketer.com/Article/More-Than-Two-Thirds-of-US-Digital-Display-Ad-Spending-Programmatic/1013789
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A Rose By Any Other Name…
Google Display Network
Programmatic
Native AdsTrading Desk
Ad ExchangeContent Ads
Retargeting
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Alphabet Soup
GDN!
DMP!DSP!
RTB!CPM!
SSP!
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Just a Few of the Players
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It’s All About Data
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OK, Not That Data. This Data! Who do you want to serve ads to? What do you know about them?
Demographics Behaviors Interests Affinity 1st Party Data (e.g. email/phone custom audience) Retargeting Purchase Activity Video Consumption In-App Activity Website Activity
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What About Ad Blockers?How Hollywood Got Display Advertising All Wrong
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Source: http://marketingland.com/ad-blocking-is-a-kind-of-populist-revolt-against-the-internet-establishment-161811
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Ad Blockers Will Be The Death of Display Ads!No. No they won’t.
Source: http://www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442
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What Should We Do?
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Publishers: Improve UX Content 1st. Ads 2nd. Limit ad blocks for clutter and load time.
Limit auto-play video ads to 1 per page.
No pop ups (duh!). No ads without a close button.
Etc., etc.Source: http://www.videoadnews.com/2016/02/22/why-it-may-cost-publishers-more-to-prioritize-revenue-over-user-experience/
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Advertisers: Be More Strategic Increase Specificity in Targeting
Tailor Ads to Specific Audience
Dynamic Ads FTW! Implement Impression Caps
Leverage Audience Exclusions
Source: http://www.theguardian.com/media/2016/feb/16/ad-blocking-advertisers
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John! Programmatic Is Just Too Much to Handle. Now What?How Hollywood Got Display Advertising All Wrong
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We Covered This Already, Yes? Data + Automation = Programmatic
It isn’t 1 magical channel selling Unicorn-infused ads.
This One’s For You Larry Kim!
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He’s Iron Man. He Can Do It However He Wants
Let’s WALK before we run, shall we?
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GDN Is Still Your Friend… …for custom audiences, interests and retargeting.
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GDN Is Still Your Friend… …for big data.
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GDN Is Still Your Friend… …for dynamic ads based on data feeds (DDA’s).
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GDN Is Still Your Friend… …for dynamic product ads (DPA’s).
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Gmail Ads Desktop/Mobile Big, Beautiful Ads Leverage Customer Match (email custom audience) & Lookalike Audiences
Leverage Keywords to Target Content of Email
Competitor names Similar/related products or
services Use your imagination!!! Other Targeting Layers Demographics Interests Location
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Same GDN Targeting, But…
…do it BETTER. Tailor contextual, interest & demographic targets as precisely to your desired audience as possible.
Research placements as if they were exact match keywords.
Above all – serve ads that match audience and targeting.
“Do the best you can until
you know better. Then
when you know better, DO BETTER.”
- Maya Angelou
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Get Into Native with Yahoo Gemini Desktop/Mobile Attractive, Image Focused Ads
Leverage Retargeting & Lookalike Audiences
Leverage Mobile In-App IDs
Other Targeting Layers
Demographics Interests Location
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Low Monthly Minimum Options
Self-serve. Retargeting.
Video. Local.
Mobile.
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To SummarizeDO MORE OF THIS LESS OF THIS
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Thank You! Questions?
john@clixmarketing.com @john_a_lee
www.clixmarketing.com