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Agenda
Creative trends in display
Rich media and video: quality drives virality
Challenges in display
A compromise for consumers - native advertising
Programmatic and Real Time Bidding (RTB)
Trends in ad optimization: the digital difference
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Key Terminology Check
Intrusive advertising
Banner blindness
Native advertising
LEAN Ad programs
Ad blockers
Programmatic display
Real time bidding (RTB)
RTB marketplaces
Digital media plan
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Display Advertising
1 Advances and trends in display
2 Challenges of display
3 Programmatic and RTB ad models
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Creative Trends in Display
You don’t have to annoy to succeed
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Creative Trends in Display
User control is key – the LEAN ads program
L: Light – limited file size with strict data call guidelines
E: Encrypted – assure user security with https/SSL compliant ads
A: Ad Choices Support – all ads should support DAA’s consumer
privacy programs
N: Non-invasive/Non-disruptive – ads that complement the user
experience without disrupting it, includes covering content and
sound enabled by default
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Rich Media and Video: Quality Drives Virality
A good rich media ad contains images, animation or video
involving some type of user interaction and engagement with the
content
Initial load of a rich media ad is 40K or more
Rich media ads offer more ways to involve an audience – the ad
can expand, float, peel down, etc.
Video can be designed in a variety of ways. VPAID (Video Player-Ad
Interface Definition) is a universal specification for interaction between
ad units and video players.
Rich media enables agencies to create complex ads that can elicit
strong user response
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Sizmek Gallery Makes it Easy to Find Great
Examples of Rich Media Ads
Source: http://showcase.zismek.com/
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Showing the Product – Blendtec
Blendtec makes commercial blenders. A small business to
business company, they wanted to expand their business but
couldn’t spend millions on a national media campaign. Instead
they reverted to one of the first principles of marketing – show the
product in action (in a less expensive but accessible medium).
The CEO began filming videos of the product in action.
Because the videos were unusual and funny enough, they began
to be shared widely on the web.
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Showing the Product – Blendtec
“Don’t Try This at Home” Campaign
Will It Blend Glowsticks – 12m views: http://222.youtube.com/
watch?v=169Vi51Dc0g
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”Create a Brand” Campaign –
Dollar Shave Club
Gillette and others spend millions on commercials expounding on
their technology, spokesmen, and established brand to convince a
small portion of the market that they should commit to their
shaving brand.
Dollar Shave Club took a different approach
They sought to compete in the market by leveraging online marketing
and new business models to build a new way of reaching and keeping
the consumer.
Aimed at the younger adult male market who spent their time online,
consuming social media and viral content, they avoided a battle of
wallets on traditional media
Low budget, humorous, starring the CEO, the resultant video was
produced for the web
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”Create a Brand” Campaign –
Dollar Shave Club
Dollar Shave Club CEO from his YouTube video “A Better Shave
Delivered”
Original video – 25m+ views:
https://www.youtube.com/watch?v=ZUG9qYTJMsI
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Ad Blockers: Consumer Response to
“Bad Ad Behavior”
The cost of ad blocking in the U.S.
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Ad Blockers
Ad blockers filter content is two main ways:
Check against a (crowdsourced) blacklist of domain names of
items loading a web page, then stop them from loading
Check the page after it is finished loading and remove any items
that fit prescribed rules – images with standard ad dimensions or
text within a box that says “sponsored”
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Native Advertising
Definition: A form of paid media in which the ad experience
follows the natural form and function of the user experience in
which it is placed.
Four primary types of native ad integrations:
In-feed native ads
Content recommendation widgets
Promoted listings
Custom content units
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Programmatic and Real Time Bidding (RTB)
Programmatic offers an automated form of media buying
that is more efficient and inexpensive, as well as reducing
human error and inconsistency.
Real time bidding (RTB) is a type of programmatic,
referring to a lightning quick auction that takes audience
data into account to assess the value of an impression to
certain advertiser.
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Display Ad Revenue Model
The majority of revenue comes from the premium placements, but
most of the volume comes from the remnant inventory
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Trends in Ad Optimization:
The Digital Difference
Example of a digital media plan
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Frequency by Campaign Objective:
Awareness vs Performance
