Images: Your Largest AudienceRethinking Digital Advertising

Rey Flemings, Founder & CEO

Presented at Ad Age Digital Conference in New York (April 17, 2013)

STATE OF ONLINE ADVERTISING

In 2013, marketers will spend over

$17 BILLIONON ONLINE ADSin the US alone

Source: eMarketer, September 2012

What will Marketers get in return?

5 TRILLIONAD IMPRESSIONS

Source: comScore, February 2013

13.5 BILLIONAds Per Day

570MILLIONAds Per Hour

9.5MILLIONAds Per Minute

158 THOUSANDADS PER SECOND

Staggering Volume of Ads

Engagement rates continue to fall

1980sClick-through rate

5%

Source: Wikipedia, April 2013

1980sClick-through rate

5%1990s

Click-through rate

3%

Source: Wikipedia, April 2013

1980sClick-through rate

5%1990s

Click-through rate

3%2013

Click-through rate

0.1%

Source: Wikipedia, April 2013

Online Ads Ignored by almost everyone

Source: MediaMind, September 2012

0.1%

5.0%

10.0%

RICH MEDIA WITH VIDEO RICH MEDIA WITHOUT VIDEO STANDARD BANNER

0.26% 0.21% 0.10%RICH MEDIAWITH VIDEO

RICH MEDIAWITHOUT VIDEO

STANDARDBANNER

CLICK-THROUGH RATE

How are marketers

COMBATING DECREASING ENGAGEMENT?

By showing

MORE ADS and showing them

MORE INVASIVELY

RICH MEDIA NATIVE

TAKEOVERS ADVERTORIAL

Ad Tech buzzwords hide an

INCONVENIENT TRUTH...

68% of web audiences find online advertising

Source: Adobe, October 2012

'ANNOYING'

Average Internet user is served

1,707 ONLINE ADSPER MONTH

Source: comScore

8% of web users are responsible for

Source: comScore, October 2009

100% OF THE CLICKS

IS CONTENT A BETTER ALTERNATIVE?

Articles with photos get

94%more views than those without

Source: visual.ly, February 2013

Tweets with images generate

2x higher engagement rates than Tweets without

Source: visual.ly, February 2013

70% of all Facebook activity is based on photographs

Source: Mashable, November 2012

0%

50%

100%

Audiences Want

CONTENTNOT ADS

Images are

20X MOREEFFICIENTthan display advertising

7.5% Average Stipple

Engagement Rate

1.4%Average Stipple

Click Rate

+

0.1 - 0.4% Average Click Rate

0.1 - 0.4% Average Click Rate

Source: Stipple, April 2013

Your Image Audience is

Larger

Source: Google Images, April 2013

> than all your other audiences combined

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THE WEB MAKES IMAGES ‘DUMB’WHY HAVEN’T WE USED IMAGES?

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THE WEB MAKES IMAGES ‘DUMB’

DESCRIPTION

RELATEDPRODUCTS

CURRENT PRICE

PURCHASE

Every time an image travels it loses its metadata

DESCRIPTION

RELATEDPRODUCTS

CURRENT PRICE

PURCHASEDESCRIPTION?

RELATEDPRODUCTS?

CURRENT PRICE?

PURCHASE?

DESCRIPTION

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CURRENT PRICE

PURCHASEDESCRIPTION?

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CURRENT PRICE?

PURCHASE? DESCRIPTION?

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CURRENT PRICE?

PURCHASE?

DESCRIPTION

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CURRENT PRICE

PURCHASEDESCRIPTION?

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CURRENT PRICE?

PURCHASE? DESCRIPTION?

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CURRENT PRICE?

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DESCRIPTION?

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CURRENT PRICE?

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DESCRIPTION

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CURRENT PRICE

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CURRENT PRICE?

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CURRENT PRICE?

PURCHASE?

DESCRIPTION?

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PURCHASE?

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81,700 URLS

jimmy choo shoes

80 MILLION URLS

WHAT IF...

... Intelligent images retained their metadata

Rich actionable insightsTell your story everywhere 

Rich actionable insightsReach qualified audiencesin an editorial context

Rich actionable insightsRich actionable insights

JUSTIN TIMBERLAKEcase study

Views Engagement Clicks Sites Reached

539,861 397,379 40,817 146

74% 7.5%

++=

Tour Album TV

Source: Stipple, March 2013

CLICKS EQUIVALENT TO 40M IMPRESSION CAMPAIGN

BROUGHT CONTENT UNDER TIMBERLAKE’S CONTROL

ON 146 WEBSITESFACEBOOK + TWITTER

= 7.5% OF IMAGE VIEWS

WHAT ABOUT THE OTHER

92.5%OF YOUR VIEWS?

EDITORIALConvert Earned Media,

Tier 1 Publishers

Relevant Editorial Images on Tier 1 Sites

Stipple Offerings

SOCIALIn-Stream Engagement

& E-Commerce

In-stream OnFacebook & Twitter

COMMERCEAutomatically Tag & Update Image Product Catalogues

Scalable Image Product Solution

IMAGES ARE ABOUT TO GET A BIG BOOST

Introducing Stipple Shoppingroll video

http://vimeo.com/64110503

MORE INFORMATIONwww.stipple.com