2. 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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3. 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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4. Display Advertising 1 2 3 Advances and trends in display
Challenges of display 3
Programmatic and RTB ad models
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5. Creative Trends in Display
You don’t have to annoy to succeed
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6. The LEAN Ad Program
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7. 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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8. 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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9. Sizmek Gallery Makes it Easy to Find Great Examples of Rich Media Ads
Source:
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10. 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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11. Showing the Product – Blendtec
“Don’t Try This at Home” Campaign
Will It Blend Glowsticks – 12m views:
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12. ”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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13. ”Create a Brand” Campaign – Dollar Shave Club
Dollar Shave Club CEO from his YouTube video “A Better Shave Delivered”
Original video – 25m+ views:
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14. Ad Blockers: Consumer Response to “Bad Ad Behavior”
The cost of ad blocking in the U.S.
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15. 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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16. How Ad Blockers Work
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17. Ad Blocking Rates by Country
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18. Who Uses Ad Blocking Software
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19. 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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20. 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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21. 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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22. A Programmatic Ad Lifecycle
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23. How Prices Are Set
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24. Digital Display Ad Spending 2015–2019
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25. Digital Ad Revenue Buying
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26. Trends in Ad Optimization: The Digital Difference
Example of a digital media plan
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27. Optimizing Ad Creative
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28. Frequency by Campaign Objective: Awareness vs Performance
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