the evolution of display advertising by tim mayer

@"mmayer

The Evolution of Display Advertising Tim Mayer @timmayer Chief Marketing Officer Trueffect

@"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved

What do these three people have in common?

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F. ScoD Fitzgerald Salman Rushdie

Joseph Heller


The Move Towards Relevance

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3 and Away from Resonance…

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Storytelling Resonance & Relevance

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Storytelling with Resonance

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Data Versus Brand Marketers

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Traditional Measurement by Channel

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Ad Measurement is a Mess

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3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M

but..


Need to tell story with Data across Channels

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Structured Versus Unstructured Channels

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Owned

Paid Earned

Landing Pages

Brand Awareness

Amplification

Brand Experience

Discovery & Intent Capture


360 Profile: Structured and Unstructured

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The Evolution of Display

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Display buys used to be contextual…

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Data Growing FAST!

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• Online/offline • CRM • Registration

• First- Party data shared among advertisers

• Aggregated data •  Inferred vs.

declared

First Party Second-Party Third-Party


Now Buying Audiences

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Programmatic Bidded Display

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Marketing Funnel

Creative Targeting on Audience Segments

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Standard Offer CTR focused creative

Value and Offer based Aligned to product, location etc. Upsell/Cross-sell retention

Unknown

Visitor Product Interest

Visitors

Recent Visitors

Language

Lapsed Visitors

Language

Existing Customer/

Product Interest

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What’s Next?


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Loca"on Signals: iBeacons

ALEX AND ANI

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Wearables

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Native Advertising

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Opt-in to Offers

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Viral Pull Ads

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Thanks! Twitter: @timmayer