How Hollywood Got Display Advertising All Wrong

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


Sometimes Hollywood Hits a

Home Run


Sometimes Hollywood Rides the Struggle Bus to

Fail Town


Odd Session Theme, John…What Gives?

It all started in London with Larry Kim and Fred Vallaeys.


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.


Why So Serious? Can We Just Sit

Down and Talk About This?


What Is This Magic “Display” You Speak Of?How Hollywood Got Display Advertising All Wrong


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


Buzz Word Alert! Programmatic

Source: http://marketingland.com/programmatic-display-3-tactics-master-2016-165542


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


A Rose By Any Other Name…

Google Display Network

Programmatic

Native AdsTrading Desk

Ad ExchangeContent Ads

Retargeting


Alphabet Soup

GDN!

DMP!DSP!

RTB!CPM!

SSP!


Just a Few of the Players


It’s All About Data


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


What About Ad Blockers?How Hollywood Got Display Advertising All Wrong


Source: http://marketingland.com/ad-blocking-is-a-kind-of-populist-revolt-against-the-internet-establishment-161811


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


What Should We Do?


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/


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


John! Programmatic Is Just Too Much to Handle. Now What?How Hollywood Got Display Advertising All Wrong


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!


He’s Iron Man. He Can Do It However He Wants

Let’s WALK before we run, shall we?


GDN Is Still Your Friend… …for custom audiences, interests and retargeting.


GDN Is Still Your Friend… …for big data.


GDN Is Still Your Friend… …for dynamic ads based on data feeds (DDA’s).


GDN Is Still Your Friend… …for dynamic product ads (DPA’s).


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


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


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


Low Monthly Minimum Options

Self-serve. Retargeting.

Video. Local.

Mobile.


To SummarizeDO MORE OF THIS LESS OF THIS


Thank You! Questions?

[email protected] @john_a_lee

www.clixmarketing.com

mailto:[email protected]

How Hollywood Got Display Advertising All Wrong

Marketing

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