the evolution of display advertising by tim mayer

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

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What do these three people have in common?

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F.  ScoD  Fitzgerald   Salman  Rushdie  

Joseph  Heller  

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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..  

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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

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360 Profile: Structured and Unstructured

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The Evolution of Display

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

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

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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