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Everything you Need to Know about Tablet Advertising

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Tablet Advertising for 2011
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Everything you Need to Know about Tablet Advertising

  1. 1. Everything you Need to Know about Tablet Advertising<br />Twitter Hashtag: #TabletAds<br />
  2. 2. Everything You Need to Know About <br />Tablet Advertising<br />Twitter Hashtag #TabletAds<br />
  3. 3. Agenda<br />Introduction<br />Tablet Market Overview <br />Ad Creation & Measurement <br />Serving Ads to Tablets<br />Crisp Overview <br />Q&A<br />
  4. 4. What You’ll Hear About Today<br />Tablets are not a silo – tablet inventory can be sold as part of the overall marketing strategy<br />While iPad is where it is at today, the introduction of new Android tablets will expand the market even further<br />It is not just about apps on tablets – the amount of web traffic from browsers is growing significantly<br />HTML ads run across all platforms – smartphone, tablets, and desktop<br />Standards are emerging for serving rich media ads into apps that streamline ad operations and simplify campaign management<br />
  5. 5. Market OverviewTom LimongelloVP, Marketing<br />
  6. 6. State of the Tablet Market<br />
  7. 7. The Market for Tablets is Bigger than you Think<br />
  8. 8. iPad<br />iPad has 95% of the Tablet Market<br />iPad apps have subscriptions enabled<br />iPad browser hasaccelerometer enabled<br />160 MillioniOS Devices Sold Already (1/11)<br />And they are working on iPad 3<br />
  9. 9. The Tablet Divide<br />15,000,000<br />1,000,000<br />7”<br />10”<br />Motorola XOOM<br />Apple iPad / iPad 2<br />LG Omnipad<br />HP Touch<br />Samsung Galaxy Tab II<br />Toshiba Tablet<br />ZTE V11<br />Blackberry Playbook<br />Samsung Galaxy Tab II<br />HTC Flyer<br />Dell Streak<br />ZTE V9<br />Um…Steve says you can’t call yourself a tablet unless you’re 10” tall.<br />
  10. 10. Understanding Android<br />Gingerbread is for Phones <br />Android 2.3-2.4<br />Honeycomb is for Tablets <br />Android 3.0<br />Implications for Advertisers<br />In-app formats for 10” tablets are mostly full-page interstitials<br />Interstitial sizes will stay the same for Android as iPad<br />All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps<br />At the end of Q2 7” tablets might see an upgrade when Honeycomb and Gingerbread merge to form Android “Ice Cream”<br />
  11. 11. Android Tablets Ready to Depart<br /><ul><li>Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba
  12. 12. There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
  13. 13. No discernable differences between Android and iOS device features that matter to advertisers</li></li></ul><li>HP and RIM<br /><ul><li>HP TouchPad launches in June
  14. 14. WebOS means HTML5 support
  15. 15. Playbook launched in April 19th
  16. 16. Flash works in AIR apps and browser
  17. 17. Also includes WebWorksand Android apps, and are on schedule to be ORMMA compliant Q2-Q3</li></li></ul><li>When a phone and a laptop get together…<br /><ul><li>No Keyboard means that large format advertising works better
  18. 18. Touchscreen offers simpler controls for interacting with and dismissing content
  19. 19. You can add touch points anywhere on an ad without fear of making it difficult for the user to interact
  20. 20. A safe, non-preroll home for the 15 or 30 second TV commercial</li></ul>+<br />=<br />
  21. 21. Road signs! <br />Visual cues are required on tablets<br />
  22. 22. Front-facing cameras on iPad 2 & Android means you can upload photos & videos<br />
  23. 23. Questions?<br />
  24. 24. Serving Ads to TabletsPeter KeumVP of Business Development<br />
  25. 25. Best Practices for Publishers<br />Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure  one report<br />Serve rich media via an external ad tag from a mobile rich media ad platform<br />Ensure apps are supporting HTML ads compliant with a standardized ad creative API<br />Provide open compatibility for ads from various rich media vendors and creative designers<br />
  26. 26. Ad Serving<br />If your ad server supports 3rd party / external ad tags, a publisher can:<br />Serve the same creative to apps and browsers via HTML & CSS<br />Support multiple rich media vendors<br />Support the ORMMA standard creative API for including native functionality in your ads<br />Get a single report from tablets, smartphones and desktop ad campaigns<br />Apps<br /></tag><br />Browsers<br />
  27. 27. Managing Ad Creative<br />Introduction to the <br />standard Mobile Rich Media ad creative API.<br />
  28. 28. Growing adoption of the ORMMA standard is removing the fragmentation for mobile rich media campaigns<br />Pre-Loading and caching<br />(Make ads really big w/o ruining the experience)<br />Add Webview<br />(So ads can expand and have multiple interactions)<br />Enable Native Features<br />(So you can let users shake your ads)<br />
  29. 29. Some Companies Involved with ORMMA <br />
  30. 30. How to Get Involved with ORMMA<br />Email info@ormma.org<br />Visit www.ormma.org or http://blog.ormma.org<br />Join the IAB mobile rich media working group<br />
  31. 31. Questions?<br />
  32. 32. Ad Creation & MeasurementTom ForanChief Revenue Officer<br />
  33. 33. Ad Design Principles<br />Maximize brand awareness for your customers<br /> Interactivity and exposure are key<br /> Innovative creative executions<br />Games<br />Shaking (Accelerometer)<br />Quizzes, Polls & Galleries<br />Video<br />Data feeds<br />Location<br />Camera<br />Convert users<br />Multiple touch points<br />Tap-to-Locate, Data capture, <br />Creative Re-targeting<br />Cool witty tweet<br />Cool witty tweet<br />Cool witty tweet<br />Cool witty tweet<br />
  34. 34. Ad Design Principles<br />Some things your advertisers should be aware of:<br />Running ads across apps/publishers can be challenging:<br />Look for open standard support<br />Avoid multiple SDKs<br />Ad Format sizes vary<br />Design for both orientations<br />Locked orientation<br />Safe zone<br />Two layouts<br />Modify the ad experience<br /> Ad Weight<br /><ul><li>Preloaded assets
  35. 35. Download upon request
  36. 36. Polite loading</li></li></ul><li>Building Ads: Full Service or DIY<br />Creative Assets<br />Built to tablet specifications<br />Layered PSD files<br />Fully Designed HTML<br />Creative fully developed by third party<br />HTML 5, JavaScript, CSS<br />DIY with Crisp Engage<br />
  37. 37. Tracking Campaign Metrics<br />What you can track<br />Everything!<br />Impressions and click-throughs<br />All user interactions<br />Display and interaction time<br />Video plays and completion rate<br />Interpreting reports<br />Different metrics for different campaigns<br />Branding = interaction rate and time<br />Response = click-throughs and conversions<br />Tapped 1x<br />Tapped 2x<br />Tapped, video played to 74%<br />No interactions<br />
  38. 38. Questions?<br />
  39. 39. Crisp Overview<br />Tom Foran<br />Chief Revenue Officer<br />
  40. 40. We want to leverage HTML5<br />Let’s get the report in front of the client<br />I need these ads to load fast<br />Can we animate the creative?<br />This ad needs to shake<br />I need Ad Ops to sign off<br />Can I use DART?<br />I need to make my ads run on iPad<br />How can I test my ads for Android?<br />Where can I store all the assets for this campaign?<br />
  41. 41. Crisp demystifies the tablet advertising experience<br /><ul><li>Crisp has run over 100 campaigns for large brand advertisers on tablets
  42. 42. Large publishers and top agencies come to Crisp to execute iPad campaigns
  43. 43. Crisp serves ads through the ad server/SDK of a publisher’s choosing, doesn’t impose its own SDK
  44. 44. Publisher controls sales of its inventory
  45. 45. Crisp can work with agencies to build out compelling tablet executions, freeing up time for Publisher Ops teams</li></li></ul><li>How a Publisher Works with Crisp<br /><ul><li>Publisher tests and certifies Crisp Rich Media ads
  46. 46. Crisp partners with Publisher to provide sales and RFP support, free mock ups
  47. 47. Crisp creates mobile-appropriate execution or
  48. 48. Agency or Publisher uses Crisp Engage to build, manage, & measure HTML5 campaigns
  49. 49. Crisp provides detailed, real-time reports</li></li></ul><li>Putting it all together<br /> Chevy Cruze Sponsorship<br /><ul><li>ESPN sells
  50. 50. Crisp builds, serves and provides reporting
  51. 51. Ad Features employed:
  52. 52. 360° Rotation
  53. 53. Video
  54. 54. Photo galleries</li></li></ul><li>Browsers matter too…<br /> Tablet browser<br /> Applications<br />Website compatibility less of an issue<br />IAB sizes<br />App compatibility is an issue – may need multiple versions<br />VS<br />In-line banners, but maybe not IAB sizes<br />Run a single ad format across iPad, Android, Playbook via HTML 5<br />Sizes and formats vary by app<br />Can’t access native features<br />Pre-loading of content<br />Fixed placements<br />Full page interstitials<br />
  55. 55. Crisp Engage for DIY Ad Assembly<br />
  56. 56. Sample Crisp Publisher Partners<br />Partners<br />
  57. 57. Sample Crisp Advertisers<br />Auto<br />Entertainment<br />Tech<br />Travel<br />Finance<br />Travel<br />CPG<br />
  58. 58. Summarizing Today’s Themes<br /><ul><li>iPad-centric world today; Android tablets emerging
  59. 59. Tablet Ads = Rich Media
  60. 60. Offer ads using HTML and follow emerging standards (e.g. ORMMA)
  61. 61. Deliver the same level of analytics you can on desktop
  62. 62. Partner with Crisp to deliver value to your advertisers and simplify ad operations</li></li></ul><li>Questions?<br />
  63. 63. Thank You!<br />sales@crispmedia.com<br />info@ormma.org<br />

Hinweis der Redaktion

  • Discuss the widespread hysteria over tablets, RWW said that tablets are currently 95% iPad 5% everything else. CES this year launched 100+ android tabletsMany publishers have created tablet apps, mostly for iPadMany publishers have optimized their websites for HTML5 video, and some are thinking of developing tablet specific sites with touch navigation
  • Discuss the widespread hysteria over tablets, RWW said that tablets are currently 95% iPad 5% everything else. CES this year launched 100+ android tabletsMany publishers have created tablet apps, mostly for iPadMany publishers have optimized their websites for HTML5 video, and some are thinking of developing tablet specific sites with touch navigation