© 2013 ResponsiveAds

@ResponsiveAds

Thermal-up your Digital Business

The Multi-Screen

Responsive Advertising Strategy

Matthew Snyder CEO, ResponsiveAds

Budapest, Hungary, 10/15/2013

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

Disrupting by

Re-inventing the perfect ad creative

to give the best digital advertising results!

(both Publishers & Brands across all screens)

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

Publishers: Lower Revenue from Advertising?

Traditional > Website (20%) > Mobile (20% )

Brands & Agencies: Reach, Relevancy, ROI

Traditional (5 types) < Digital (35 types) < SoMo (100)

State of Internet Banner Advertising

© 2013 ResponsiveAds

@ResponsiveAds

Reason #1 The Standard Banner Ad is not working!

© 2013 ResponsiveAds

@ResponsiveAds

You are more likely

to birth twins than

click a banner ad.

(Source:

Solve Media)

You are more likely to

summit Mount Everest

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

Are 99.9% display impressions really wasted?

© 2013 ResponsiveAds

@ResponsiveAds

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)

© 2013 ResponsiveAds

@ResponsiveAds

The Native Ads Debate

© 2013 ResponsiveAds

@ResponsiveAds

Reason #2- Selling Mobile 100% inventory sell-through hard

© 2013 ResponsiveAds

@ResponsiveAds

Duplication & Fragmentation:

Font Blurry Brand Inconsistent

Not Perfect fitting Separate Trafficking

© 2013 ResponsiveAds

@ResponsiveAds

Reason #3

On-going explosion of screen-sizes

( Prioritization vs. Integrated Strategy)

© 2013 ResponsiveAds

@ResponsiveAds

Disconnected & inefficient Creative workflow for separate FIXED sizes & Tech

© 2013 ResponsiveAds

@ResponsiveAds

Media Consumption throughout the day

© 2013 ResponsiveAds

@ResponsiveAds

Morning Afternoon Evening

Media Consumption throughout the day

Newspaper

Website Mobile (go to bed) Mobile (Wake-up)

© 2013 ResponsiveAds

@ResponsiveAds

more screens are coming…

…users are multi-tasking, and

Screen-Shifting

This Shift Isn't Changing

© 2013 ResponsiveAds

@ResponsiveAds

Just Android ~30 Screen Sizes

Between 2.8”….. 10.1”

© 2013 ResponsiveAds

@ResponsiveAds

> 80% of Path to Purchase

Decisions on Multiple Screens

© 2013 ResponsiveAds

@ResponsiveAds

Nov 2012

Responsive “5X” Mobile Design

Mobile App Design

By Nov 2014 Could be “10X”

© 2013 ResponsiveAds

@ResponsiveAds

Time for the “Perfect Creative” Strategy

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

Responsive Web Design Reboot..

….survey of Germany publishers: 82% think responsive design is the future. Biggest challenges: Ads ( 33%), tech (33%)

© 2013 ResponsiveAds

@ResponsiveAds

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.

© 2013 ResponsiveAds

@ResponsiveAds

Types of ResponsiveAds

STRETCH Ads • Responsive, Non-

Responsive • 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

© 2013 ResponsiveAds

@ResponsiveAds

Types of ResponsiveAds

SWAP Ads • Responsive Sites • Retrofitting solution • IAB Sizes • Existing Ads Packaged • 2~3 ad tags

© 2013 ResponsiveAds

@ResponsiveAds

SWAP Turning-on-and-off Different Creatives

• Multiple Ads/ Creatives • Separate Ad Serving

© 2013 ResponsiveAds

@ResponsiveAds

“SWAP” Retrofitting Solution

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

Imagine the Responsive Creative One-Ad, Fits-All

© 2013 ResponsiveAds

@ResponsiveAds

Same Creative Deployed as Two Responsive Ads

© 2013 ResponsiveAds

@ResponsiveAds

“Full-Skins” Brand Impact

© 2013 ResponsiveAds

@ResponsiveAds

“Expandables” Video

© 2013 ResponsiveAds

@ResponsiveAds

Which Solution Should I go for?

SWAP STRETCH Existing Creatives from Agencies O X Sell in-Bundle O O “the Banner Blindness” Problem X O Simplifies the Creative Process (less) X O Native Ad Possibilities X O Cross-Screen Shifting Opportunities X O

© 2013 ResponsiveAds

@ResponsiveAds

Native/HTML5 Rich-Media a Sub-Set

© 2013 ResponsiveAds

@ResponsiveAds

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

© 2013 ResponsiveAds

@ResponsiveAds

HTML5 & Responsive App Canvas

Expand/Retract Ad

Responsive Carousel widget Pinterest style social widget (Tynt)

HTML5 Apps Embeddable

© 2013 ResponsiveAds

@ResponsiveAds

Social/ Gallery Expandables

© 2013 ResponsiveAds

@ResponsiveAds

Right Ad, Right Context Content the User wants…

Story-telling from Screen-to-Screen

© 2013 ResponsiveAds

@ResponsiveAds

Achieving Real Brand-Impact Conversations

4X Equal or Better then

Rich-Media Banners

>20X Responsive with

HTML5 Widgets

DISRUPTIVE

© 2013 ResponsiveAds

@ResponsiveAds

Demo Building an ad “Magazine” Otavamedia

© 2013 ResponsiveAds

@ResponsiveAds

− Solid foundation

− Simpler Processes

− Mobile Revenue

− Easier to Sell

Thermal-up your digital strategy

© 2013 ResponsiveAds

@ResponsiveAds

matt@responsiveads.com

Thank You

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