The Display Ad of the Future

Mar 19, 20140 likes244 views

The document discusses the evolution of display advertising towards more personalized and relevant ads based on individual user data and profiles. It notes that historically, display ads were more contextual based on the site content, but ads are now buying audiences directly based on large amounts of growing first, second, and third party data on users. Going forward, display ads will continue to get more personalized through location signals, opt-in offers, and viral ads tailored for individual users.

The Display Ad of the Future:
It��s All About You
Tim Mayer
Chief Marketing Officer
Trueffect
3/19/2014Trueffect
1

Trueffect Inc. Confidential. 2014? All Rights Reserved
What do these three people
have in common?
3/19/2014Trueffect
2
F. Scott Fitzgerald Salman Rushdie
Joseph Heller

Trueffect Inc. Confidential. 2014? All Rights Reserved
The Move Towards Relevance
3/19/2014Trueffect
3
and Away from Resonance��

Storytelling
Resonance & Relevance
4
Trueffect3/19/2014

Trueffect Inc. Confidential. 2014? All Rights Reserved
Storytelling with Resonance
3/19/2014Trueffect
5

Trueffect Inc. Confidential. 2014? All Rights Reserved
Traditional Measurement by
Channel
3/19/2014Trueffect
7

Trueffect Inc. Confidential. 2014? All Rights Reserved
Ad Measurement is a Mess
3/19/2014Trueffect
8
3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M
but..

Trueffect Inc. Confidential. 2014? All Rights Reserved
Need to tell story with Data
across Channels
3/19/2014Trueffect
9

Trueffect Inc. Confidential. 2014? All Rights Reserved
The Evolution of Display
3/19/2014Trueffect
12

Trueffect Inc. Confidential. 2014? All Rights Reserved
Display buys used to be
contextual��
3/19/2014Trueffect
13

Trueffect Inc. Confidential. 2014? All Rights Reserved
Data Growing FAST!
3/19/2014Trueffect
14
? Online/offline
? CRM
? Registration
? First- Party data
shared among
advertisers
? Aggregated data
? Inferred vs.
declared
First Party Second-Party Third-Party

Trueffect Inc. Confidential. 2014? All Rights Reserved
Now Buying Audiences
3/19/2014Trueffect
15

Trueffect Inc. Confidential. 2014? All Rights Reserved
Marketing
Funnel
Creative Targeting on Audience
Segments
3/19/2014Trueffect
16
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/Produc
t Interest

Trueffect Inc. Confidential. 2014? All Rights Reserved
3/19/2014Trueffect
18
Location Signals: iBeacons
ALEX AND ANI

Trueffect Inc. Confidential. 2014? All Rights Reserved
Viral Pull Ads
3/19/2014Trueffect
20

Thanks!
Twitter: @timmayer
3/19/2014Trueffect
21

What does the future of online display advertising look like? A landscape very different than today��s, and one that disrupts current advertiser practices and beliefs. Ads will evolve from interruptions in other activities to voluntary views that users seek out. Ads will be more interactive, and beautiful. Ads will be connected across devices and time, and thanks to better retargeting will be more useful to your personal life. And measurement of ads will be much more complex and accurate, allowing advertisers to even more precisely tune messages to individuals �C at scale. Learn how to prepare for this exciting new world of display ads like you��ve never seen.

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