Tablet Advertising for 2011
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Transcript of Tablet Advertising for 2011
Sneak Peek: Tablet Advertising in 2011
Twitter Hashtag #tabletads
WiFi Network: Crisp MediaWiFi Password: Crisp Media
2Confidential and proprietary Crisp Media materials. Use or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Sneak Peek: Tablet Advertising in 2011
Twitter Hashtag #tabletads
3Confidential and proprietary Crisp Media materials. Use or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Agenda
• 3:15 - 3:30 Tablet Market Overview
• 3:30 – 4:10 Ad Creation & Measurement
• 4:10 - 4:30 Serving Ads to Tablets
• 4:30 – 4:45 Crisp Overview
• 4:45 – 5:00 Q&A
• 5:00 – 6:00 Drinks
4Confidential and proprietary Crisp Media materials. Use or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Survey Says…
• You want to learn more about:
– Measurement
– Current campaigns
– Testing creative
– How to make ads work across devices
– Best practices in ad serving & design
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What You’ll Hear About Today
• Tablets are not a silo – they need to be a part of the overall marketing strategy
• While iPad is where it is at today, the introduction of new Android tablets will expand the market even further
• It is not just about apps on tablets – the amount of web traffic from browsers is growing
• You can use HTML to create all your ads – smartphone, tablets, and desktop
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Market OverviewTom LimongelloVP, Marketing
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State of the Tablet Market
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The Market for Tablets is Bigger than you Think
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iPad
iPad has 95% of the Tablet MarketiPad apps have subscriptions enabled
iPad browser has accelerometer enablediPad 2 coming in Q2
160 Million iOS Devices Sold Already (1/11)
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The Tablet Divide
15,000,000 1,000,000
10” 7”
Um…Steve says you can’t call yourself a tablet unless you’re
10” tall.
Motorola XOOMApple iPad / iPad 2LG OmnipadHP TouchSamsung Galaxy Tab IIToshiba TabletZTE V11
Blackberry PlaybookSamsung Galaxy Tab II
HTC FlyerDell Streak
ZTE V9
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Implications for Advertisers
• In-app formats for 10” tablets are mostly full-page interstitials– Interstitial sizes will stay the same for Android as iPad
• All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps– At the end of Q2 7” tablets might see an upgrade when Honeycomb and
Gingerbread merge to form Android “Ice Cream”
Honeycomb is for Tablets Android 3.0
Understanding Android
Gingerbread is for Phones Android 2.3-2.4
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Android Tablets Ready to Depart
• Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba
• There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
• Advertising innovation in Android tablet apps and Android tablet browser can come as early as Q2
• No discernable differences between Android and iOS device features that matter to advertisers
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HP and RIM
• HP TouchPad launches in June• WebOS means HTML5 support
• Playbook launches in Q2• Playbook app platforms (Java,
WebWorks) will be ORMMA compliant = HTML ads will work
• Flash will work in apps and browser
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When a phone and a laptop get together…
• No Keyboard means that large format advertising works better - Touchscreen offers simpler controls for interacting with and dismissing content
• You can add touch points anywhere on an ad without fear of making it difficult for the user to interact
• A safe, non-preroll home for the 15 or 30 second TV commercial
+ =
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Front-facing cameras on iPad 2 & Android means you can upload photos & videos
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Creative Agencies
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Questions?
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Ad Creation & MeasurementAndy Sullivan
SVP, Client Services & Ad Ops
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Executing Tablet Campaigns
• Planning your buy
• Choosing your platforms
• Designing your ad
• Building your ad
• Tracking your ad
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Planning Your Buy
Single Publisher Sponsorship• More customization• Multiple ad units• Easier trafficking and QA
Multi-Publisher Buy• More reach• One unit across publishers• QA and trafficking complexities
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Choosing Your Platform
Tablet browser• Run a single ad unit across multiple sites -
HTML 5• Website compatibility less of an issue• IAB sizes• Fixed placement
Applications• App compatibility is an issue – may need
multiple versions• Sizes and formats vary by app• Full page interstitials• In-line banners, but maybe not IAB sizes• Pre-loading of content
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Designing Your Ad
Maximize brand awareness• Interactivity and exposure are key• Innovative creative executions
– Games– Shakable and drag-and-drop ads– Quizzes / Polls– Galleries– Accelerometer– Video– Data feeds– Roadblocks, interstitials and
expandables
Drive direct response• Click-throughs and conversions are key• Clear and simple creative executions• Click-to-microsite, Data entry, Location
aware• Creative Re-targeting
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Some things to keep in mind when designing your tablet ad:
• Running across publishers/apps is difficult– Different SDKs– Sizes vary
• Design for both orientations– Locked orientation– Safe zone– Two layouts– Modify the ad experience
• Ad Weight– Preloaded assets– Download upon request– Polite loading
Designing Your Ad
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Building Your Ad
Various ways to work with rich media providers:
• Raw Assets– Re-purposing desktop creative – Flash files or
layered PSDs– Logos and style guides– Creative build: design, development, tracking
and trafficking
• Tablet-Specific Assets– Built to tablet specifications– Layered PSD files– Creative build: development, tracking and
trafficking
• Fully Designed HTML– Creative fully developed by third party– HTML 5, JavaScript, CSS– Creative build: integration, tracking and
trafficking
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Tracking Your Ad
• Decide what you want to track– Everything!– Impressions and click-
throughs– All user interactions– Display and interaction
time– Video plays and
completion rate
• Interpreting reports– Different metrics for
different campaigns– Branding = interaction
rate and time– Response = click-
throughs and conversions
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Reporting
Tapped 1x
Tapped 2x
Tapped, video played to 74%
No interactions
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Questions?
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Serving Ads to TabletsXavier Facon
CTO
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Overview: Best Practices for publishers
• Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure one report
• Serve rich media via an external ad tag from a mobile rich media ad platform
• Ensure apps are supporting HTML ads compliant with a standardized ad creative API
• Provide open compatibility for ads from various rich media vendors and creative designers
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Ad Serving
Can one ad server manage rich media campaigns for tablet apps, smartphone apps and web sites at the same time?
The answer is yes.
• The ad server needs support for external ad tags and some device targeting.
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Ad Serving
Can the same campaign ad creatives get served in apps, in a web browser and before video content?
The answer is yes.
• HTML / CSS based ads can do that
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Ad Serving
Can one ad server serve rich media ad units from different rich media vendors?
The answer is yes.
• Just like desktop ad serving. The rich media vendor makes the ads compatible with common ad serving infrastructure.
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Overview: Best Practices for advertisers
• Use interactive rich media ads that comply with the open creative API standard
• Generate different ad creative variants depending on internet bandwidth circumstances (3G, 4G, WiFi), or require pre-loading of the ad content
• Let ad designers create tablet and mobile ad creative in HTML5
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Managing ad creatives
How do appropriate ad formats (ad sizes) get served correctly?
• Ad units can have a smaller interactive safe zone and a larger than necessary background.
• Based on the device, zone and content, the rich media platform can select from different variants
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Managing ad creatives
How do you manage rich media ad creatives for multi-publisher campaigns?
• The easiest approach is to work with ads that have the standard rich media creative API implemented.
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Managing ad creatives
Introduction to the standard Mobile Rich Media ad creative API.
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ORMMA Level I
Add Webview(So ads can expand and
have multiple interactions)
ORMMA Level II
Enable Native Features
(So you can let users shake
your ads)
ORMMA Level III
Pre-Loading and caching(So you can make ads really big
without ruining the experience)
growing adoption of this standard is removing the fragmentation for mobile rich media campaigns
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How to Get Involved with ORMMA
• Email [email protected] • Visit www.ormma.org or http://blog.ormma.org• Join the IAB mobile rich media working group
Work with the companies who are already involved with ORMMA.
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Some other companies involved with ORMMA
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Questions?
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Crisp MediaTom Foran
CRO
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Crisp – Partner to Publishers and Agencies
• Crisp is the leading mobile rich media company
• Crisp does not sell inventory
• Crisp works with agencies to ensure every campaign can run across smartphones and tablets
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It’s not a mobile campaign or a desktop campaign…it’s a campaign!
• Crisp takes existing agency creative and makes it mobile ready – smartphones and tablets, web and apps
• Crisp ads are certified to run on the majority of high traffic mobile publisher properties
- Direct publishers - Ad networks
• Unified, detailed engagement reporting- Video plays, expansions, panel interactions, display/dwell time
(beta)
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How an agency works with Crisp
• Agency provides desktop creative
• Crisp creates mobile-appropriate execution
• Crisp delivers at scale across publishers and ad networks of agency’s choosing
• Crisp provides detailed, real-time report to agency and publishers
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Tap to watch & vote on videos
http://dori.to/a2V
82
Just voted
for best Doritos commercial
Free mock-ups for publishers
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Cross-Platform Post-Click Engagement Reporting
• Real-time, detailed engagement reporting• Interaction Time is a key Crisp metric • Other metrics include clicks, CTR, panel interactions, video plays,
phone calls, conversions, custom event tracking• Crisp allows agencies to track the entire buy in a single report
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Broad Distribution for Crisp Ads
Partners
700+ Certified Sites & Apps
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Sample Crisp Advertisers
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Sample Crisp Advertisers
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Summarizing Today’s Themes
• iPad-centric world today; Android tablets emerging
• Mobile Display = Rich Media
• Create ads using HTML and follow emerging standards (e.g. ORMMA)
• Make mobile a part of every campaign
• Demand the same level of analytics you get on desktop
51Confidential and proprietary Crisp Media materials. Use or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Questions?
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