Killing Banner Blindness - smart adserving yesterday, today and tomorrow
First banner
Digital advertising yesterday
Effects The average CTR of 3% in the 1990s declined to 0.1%-0.3% by 2011 Source: Internet Advertising Formats and Effectiveness 75% of internet users said to see internet advertising as annoying Source: Money.pl / PBI / NF.pl, Poland, 2010 Banner Blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness. Source: Wikipedia
Digital advertising ecosystem revolution RTBvideomobiletablets, connectedtvsspdsp monetizationstreamrich Mobile first MEDIAIPTVinstreamoptimizationBannersHTML5RTB Smartphones and tablets sales have surpassed PC sales in 2012 videomobiletablets, Source : Gartner connectedtvsspdspmonetizationrich MEDIAIPTVinstreamoptimizationBannersRTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBanners Rich media formats are 7x more efficient RTBvideomobiletablets, connectedtvsspdsp than standard monetizationrich banners MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, Source : Smart AdServer connectedtvsspdsp CTR monetizationrich MEDIAIPTVinstreamoptimizationBanners Automation User experience RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, connectedtvsspdsp monetizationrich Mobile follow MEDIAIPTVinstreamoptimizationBanners the online trend RTBvideomobiletablets, connectedtvsspdsp monetizationrich 5
Current Trends Admonsters OPS London s Compte Rendu, April 2013 Huge administrative costs - digital online advertising is plagued with substantial administrative costs. Complex & hand-operated ad ops process - Automation is much needed to shorten the ad ops process: it takes 47 steps, from end-to-end value chain (i.e from demand side to publishers) to put online banners, it could be reduced to 7 steps with automation, said Brian Fitzpatrick, Adap.tv Multiscreen and the additional workload it causes (specific design, test & bug fixing of the mutiple-size creatives) is definitely the top challenge ad ops are currently facing.
Digital advertising tomorrow? La Master Conference, IAB France, Nov 2012
Digital advertising tomorrow? La Master Conference, IAB France, Nov 2012
Digital advertising tomorrow?
2013 year of mobile? Source: Smart AdServer The coming year will be a critical one for the mobile advertising industry as it looks to bring its share of ad dollars into greater alignment with its share of media consumption time. Comscore Mobile Future in focus 2013 http://blog.smartadserver.com/2013/02/infographic-3-key-pointsabout-mobile-advertising-2013/ 10
Digital advertising tomorrow - summary RTBvideomobiletablets, connectedtvsspdsp Engagement monetizationstreamrich Multiscreening MEDIAIPTVinstreamoptimizationBannersHTML5RTB Automation videomobiletablets, connectedtvsspdspmonetizationrich MEDIAIPTVinstreamoptimizationBannersRTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, connectedtvsspdsp Interaction monetizationrich MEDIAIPTVinstreamoptimizationBanners RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBanners Time & Cost saving RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBannersHTML5RTBvideomobiletablets, connectedtvsspdsp monetizationrich MEDIAIPTVinstreamoptimizationBanners Video & Rich-Media Performance Complexity RTBvideomobiletablets, connectedtvsspdsp monetizationrich
Video, Rich-Media, Engagement, Interaction, Complexity http://blog.smartadserver.com/2012/11/assassins-creed-casestudy-smart-adserver-launch-great-mobile-rich-media/
Make the most of digital convergence Complexity of serving ads across various screens and supports = MULTISCREENING & CROSSPLATFORM Standard banners Rich Media Video 13
Mobile Ads - Banner + HTML5 Layer http://www.youtube.com/watch?v=8xps-zcj3ra&feature=youtu.be
Use case Engaging ad experiences without any coding From simple creative assets to compelling ad experiences 15 Web Interstitial Creation: Less than 2 minutes Options : Background, Close-Button, duration Asset : flash-data CTR : 0,60%. ipad video layer Creation : less than 3 minutes Options : video position, background, duration Assets : a video file, an image file CTR : 13%
From creation to delivery in less than 3 minutes Banners, Rich Media, Video, Based on market standards : VAST, MRAID, IAB Rising Stars, Template gallery Template editor 1 Create or choose Wall paper Interstitial 2 Customize 3 Preview 4 Deliver Video Background Expandable 5 Track http://smartadserver.fr/galerie/web 16
From creation to delivery in less than 3 minutes http://www.youtube.com/watch?v=4e0z5eq29ow&feature=youtu.be
Effects?
How to create your ad showcase and convince advertiser http://www.youtube.com/watch?v=b9csgeh8jee&feature=youtu.be
Smart Adserver Company
A dynamic & fast growing company Biggest independent European ad serving company Solution founded in Paris in 2001 (company in 2005) Leader in mobile in Europe, top four/five Canada Germany Poland biggest players worldwide in display France 100bn adimps/month in web, 10bn Mexico Spain Italy adimps/month in mobile India 80 employees Brazil Headquarters in Paris, offices and staff in FR, DE, SP, IT, PL/CEE, CA, BR, MX, ARG, UK offices Local TAM Smart clients Owners: aufeminin (100%), aufeminin NYSE Euronext FEM owned by Axel Springer (82,3%) 350 clients 21
Premium clients & publishers using Smart technology Web / publishers & ad networks Mobile / publishers & agencies Web / Agencies & advertisers 22
97% of the repondants would recommend Smart AdServer
Tomasz MUSIAL Regional Manager CEE T +48 693 15 55 43 tmusial@smartadserver.com www.smartadserver.com let s talk www.smartadserver.com