1. Looking Beyond
Banner Ads.
AAN Digital: Monetize My Digital
Beyond Banner Ads
AAN 2014: Monetize My Digital
Presented by: Caroline Li
@TheCarolineLi
@SnapSkout
Presented by:
Caroline Li
@TheCarolineLI

2. About Me
Hello,
I’m Caroline Li
Reporter :: Advertising Executive :: Publisher :: Entrepreneur

3. 1994

4. TREND 01
The Great CTR Decline
9%
8%
6%
5%
4%
3%
1%
0%
2000
2002
2004
2006
2008
2010
2012
2015

5. TREND 02
Display Ad Rates Declining
2012 – 2013
PERCENTAGE
CHANGE
-2.8%
LOCAL ONLINE
MEDIA CHOICE
2012 ESTIMATE
SHARE
2013 FORECAST
SHARE
Run-of-Site Display
$5.11
27.3
%
$4.97
20.3%
SOURCE BORRELL ASSOCIATES, INC. 2013

6. TREND 03
“Banner Blindness”
14% of internet users remember
the last ad they saw
8% recall the company or product
promoted
2.8% thought the ad was relevant
SOURCE INFOLINK “BANNER BLINDNESS STUDY”

7. “The real fact of the matter
is that nobody reads ads.
People read what interests
them. Sometimes it’s an ad.”
- Howard Luck Gossage

8. Our People are Your People
• Young: 18-45 years old
• Tech savvy
• Own multiple devices
• Purchase local daily deals
for restaurants, bars, health
and wellness, recreation
and travel

9. Let’s Do
Something
Different !

10. The space
we play in.

11. 6 main forms of native advertising
• Social media in-feed units
• Paid search
• Promoted listings
• Standard display ads with native elements
• Recommendation widgets
// related content
• Custom campaigns created with the client
// sponsored posts/advertorials
SOURCE INTERACTIVE ADVERTISING BUREAU

12. Recommended Widgets
Recommended links
(AdBull)

13. Recommended Widgets
Recommended ads/posts
(Ad Blade)

14. Recommended Widgets
Recommended Posts
(Outbrain)

15. Recommended Widgets
Recommended Posts
(Taboola, Outbrain)

16. Nobody is doing “recommended offers”

17. Snap Skout matches your content with deals and offers,
saving readers time and generating new revenue for
publishers.

19. What We Believe
• Display advertising won’t always be annoying if we just get it right.
• People are just as curious as they were in 1994.
• Native advertising doesn’t have to be sneaky, it just has to make
sense.
• Reading a print magazine or viewing a website should be an
experience, people like anticipation more than surprises.
• People still value, respect, and follow newspapers and magazines
• Keeping it classy.

20. Why deals?
60% of online shoppers
use “Daily Deals”
60%
SOURCE comSCORE – “15 Miles/Localeze Local Search Usage
Study”

21. Deals are
everywhere and
typically delivered
at the wrong time.

22. Reader problem
I want to try
a new restaurant

23. Consumer Dilema
1. Online search “Best Thai Restaurant”
1. Find article in local newspaper
1. Online search for name of restaurant to find out hours,
location, reviews, phone number
1. Search Groupon, LivingSocial, Amazon Local for deals
1. Make reservation online

24. Reader problem
Isn’t there a
faster way?

26. Snap Skout
10X Higher CTR than Average Display
Ads
In the last six months
Snap Skout has identified
100,000 local businesses
and sourced 90,000 ads.
2.50%
2.00%
We have dozens of
publisher partners.
1.50%
1.00%
0.1%
1.5%
2.8%
DESKTOP DISPLAY
NATIVE AD UNITS
SNAP SKOUT
0.50%
0.00%
Our CTR and Interaction
Rates (12-14%) outperform
typical display ads and
reported native ad units.

27. Make your
readers happy.
Deliver a useful
experience.
Advertising can
be helpful.

28. Thank you.
Let’s Connect.
Caroline Li
CarolineL@snapskout.com
@TheCarolineLi
@SnapSkout
www.snapskout.com