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Personal thoughts on the evolution of digital advertising formats in a mobile, data & content driven world.
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The Future of Digital Ads
Alan King 8th October 2013
alanking.org
alanking.org 10/13
In digital media there are only two trends to worry about
1. Rush to mobile devices
2. Programmatic ad delivery
alanking.org 10/13
“People want advertising that’s
virtually indistinguishable from
information”Nikesh Arora: Senior Vice President & Chief Business Officer - Google
alanking.org 10/13
Why ‘broadly’ do people use the web?
1.To find information
2.To perform a task
3.To be entertained
alanking.org 10/13
Perhaps the best digital advertising…
1.Is information
2.Makes the task easier
3.Is entertaining
alanking.org 10/13
Kind of hard to do that with these
alanking.org 10/13
Agencies and brands are worried about their ads not being seen or clicked on
alanking.org 10/13
Two reasons the industry came up with these….
alanking.org 10/13
But this is a shitty
answer to a desktop
problem
alanking.org 10/13Gartner
And the new world is mobile
alanking.org 10/13
So these ads have been developed
alanking.org 10/13
Which are the same
shitty answers as
before
alanking.org 10/13
alanking.org 10/13
BANNER ADS ARE NOT THE
FUTURE OF DIGITAL DISPLAY
ADVERTISING
EVEN IF THEY EXPAND
alanking.org 10/13
Banners were first developed for Prodigy; then the World
wide web. They are C. 20 yrs. old
alanking.org 10/13
And CTR’s have been in decline ever since
HotWired CTR 1994
78%
Ave banner CTR 2013
0.05%
alanking.org 10/13http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#
Some research suggests people aren’t looking at ads even when they are visible
alanking.org 10/13
alanking.org 10/13
• It’s harder than ever to get the attention of digital audiences
• We live in a world where people use mobile devices to search for
and access content; as we shift to a world of mobile devices, the
ad experience and units we are used to on desktop will not work
• In many cases we are shoehorning an 18 year old format onto a
platform that didn’t exist 6 years ago
• The answer is to provide the user with meaningful and important
content; native to device and environment and totally based on
relevance
• It has to scale so the technology to hand must deliver the content
programmatically
• Are publishers geared up for this? Does the ad delivery tech exist?
The ad business MUST evolve
alanking.org 10/13
Cards
alanking.org 10/13
But cards aint programmatic…..
alanking.org 10/13
MobileProgrammatic
Content
marketing
Smart
Content
Adding content to the big trends reveals the sweet spot
alanking.org 10/13
Smart Content
1.Is information (blogs, whitepaper, educational video, podcasts)
2.Makes the task easier (branded utilities)
3.Is entertaining (video, lists, pictures, stories)
alanking.org 10/13
"We're not really selling ads,
we're promoting their (Brands’)
content.“Lee Brown: Head of sales - Tumblr