apps are the new ads
DESCRIPTION
Apps are powerful and they are becoming more and more portable. As we overcome the challenges of delivering apps across the myriad of fragmented digital media channels and devices, all brand advertising will become more like apps.TRANSCRIPT
Apps are the New Ads
Ads link users to
websites where apps
do the real work to
engage consumers.
By the way, 0.09%of all display ads
get the user
to the application
they’re pointing to.
Users don’t want to get
dragged to another site!
Or kicked out of their
mobile app!
Why don't we serve the app
to the user where they are ?
App
The iPhone showed us that
apps can be portable.
over 7 billion app downloads
Then iAd showed us
that apps can run
through advertising
channels.
Unfortunately, each
media channel has it’s own rules for apps.
That’s not much
of an app.
Polite download
limits the size
of display ads
to 1MB.
In fact, 60% of all display
ads are still a picture!
Image Ads
Apps
Display ads use Flash
for app functionality.
Mobile Ads use HTML5.
It can be awkward to
create
apps
in HTML5.
Android is the the
most popular Smart
Phone platform in
the U.S.
iAd runs only on
Apple devices.
So we settle for a
hodgepodge of digital
brand experiences.
When we really want a consistent
experience across digital channels.
Web Mobile Social
All brand experiences
should be
powerful apps.
Delivered across one unified
digital marketing channel.
Ads will accomplish
brand objectives.
App
And apps will ship to all digital
channels as easily as ads.
Let’s call it the
Universal App.
We can wait for a new
set of rules for
delivering digital media ...
... or develop advanced new technology.
What if we streamed apps as users
interacted with them?
And offered a
platform that
anyone can use to
create universal
apps.
Apps
App Factory
Mix and match
app components
in real time
based on
targeting data.
Track app
engagement
across multiple
digital channels.
Organize assets and modular app components in UI.
Set policies that target creative assets and modules
in real time to each audience.
Serve HTML5 to mobile and Flash to Social and Web using AdTech (AOL) ad
serving technology.
Track every user interaction across all web, social media,
and mobile.
Kence Anderson | [email protected]