Forget ad blocking, user experience is a big deal - Digiday WTF Ad Blocking NYC, 1/14/16
Transcript of Forget ad blocking, user experience is a big deal - Digiday WTF Ad Blocking NYC, 1/14/16
Ad Blocking DebriefHarry Robinson, VP Product Marketing, Celtra@adwhisperer
Creative platform for display and video brand
advertising, improving the quality of the message & the way the message is presented to consumers
Only we, the advertising industry,
made Ad Blocking a big deal
What has the greatest impact on user experience?- Ad Context (Inventory) - Ad Presentation (Format)- Ad Content (Creative)
Majority see creative having biggest impact on user experience
Ad Context (Inventory)
Ad Presentation (Format)
Ad Content (Creative)
52%
22%
26%
2016 – The Year ofCreative
Do publishers review each ad creative before it appears on their site?
More than 1/3 still don’t review creative before it goes live
Yes
59%No
41%
2/3 of marketers find user experience a high priority
We don’t think about it
It’s somewhat important
22%
4%
48%It’s high priority It’s our highest
priority
26%
48% of respondentssee lack of creative relevancy
responsible for ad blocking
Creative should be aware of the rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalized and relevant
In a Relationship
WeekendWeekday
New York
Cloudy
Aware, but not too aware
Personalization
Eng
agem
ent
Generic
Relevant
Creepy
Different signals work best for different goals and industriesMost popular data signals
Date range Location Audience Part of day Weather
EntertainmentDate range – Video trailer and premiere messaging
Day of week – TV tune-in messaging
Location – Local movie theaters and showtimes
Being able to execute several variants from a single approved creative with only one tag needing to be issued is a fantastic development that we are extremely keen to use more of.
– ThinkJam, Creative Agency, Oct 2015
25%
Dynamic creative campaigns are easier to manage (less creatives & less placements)
and growing
The average number of creatives per campaign
decreased by up to
2/3 believe poor advertising has a detrimental effect on brand
Low / no impact
Moderate impact
17%
6%
45%High
impactVery high
impact
33%
personalized generation
Creative needs to be
contextually engineered for the
In 2016, mobile video ads will
reach 92.4% of US 16-35 year olds
eMarketer, US Millennials and Video, 2015
Plays within video content Plays within non-video content
Instream Outstream
In-stream video ads were not designed for mobile – and they don’t work on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014
of all skippable pre-roll ads are being skipped
85%
Outstream video offers a user
experience designed for mobile
Superior user experience
End cards include dynamic interactivity and CTA, powered by Creative Relevancy.
Easily consumable and immersive video with fast-paced edit of an enchanting video clips intercut with text cards.
Video is introduced politely & gradually so not to interrupt.
Audi hits 80% increase on video completion benchmark
Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative.
- Giovanni Perosino, Head of Marketing Communication, Audi
Short Form Vertical Video Case Study
Preview: bit.ly/AudiSFVV
How often can your clients’ creatives be improved?
There is always room for improvement
Never, they are always great!
Sometimes
12%0%
66%Always Often
22%
Have you devoted more resources to creative production in order to improve your ad quality and the user experience?
64% marketers increasing creative resources to improve quality and user experience
Yes
64%No
36%
Now is the time to advertiseCreative first
Thank you.