Crisp Media presents a Sneak Peek at Tablet Advertising for 2011. This presentation covers a market outlook, examples of real campaigns, best practices in ad design and tracking, tablet ad serving, and tablet ad formats.
4. Survey Says… You want to learn more about: Measurement Current campaigns Testing creative How to make ads work across devices Best practices in ad serving & design
5. What You’ll Hear About Today Tablets are not a silo – they need to be a part of the overall marketing strategy While iPad is where it is at today, the introduction of new Android tablets will expand the market even further It is not just about apps on tablets – the amount of web traffic from browsers is growing You can use HTML to create all your ads – smartphone, tablets, and desktop
9. iPad iPad has 95% of the Tablet Market iPad apps have subscriptions enabled iPad browser hasaccelerometer enabled iPad 2 coming in Q2 160 Million iOS Devices Sold Already (1/11)
10. The Tablet Divide 15,000,000 1,000,000 7” 10” Motorola XOOM Apple iPad / iPad 2 LG Omnipad HP Touch Samsung Galaxy Tab II Toshiba Tablet ZTE V11 Blackberry Playbook Samsung Galaxy Tab II HTC Flyer Dell Streak ZTE V9 Um…Steve says you can’t call yourself a tablet unless you’re 10” tall.
11. Understanding Android Gingerbread is for Phones Android 2.3-2.4 Honeycomb is for Tablets Android 3.0 Implications for Advertisers In-app formats for 10” tablets are mostly full-page interstitials Interstitial sizes will stay the same for Android as iPad All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps At the end of Q2 7” tablets might see an upgrade when Honeycomb and Gingerbread merge to form Android “Ice Cream”
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13. There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
26. Ad Creation & MeasurementAndy SullivanSVP, Client Services & Ad Ops
27. Executing Tablet Campaigns Planning your buy Choosing your platforms Designing your ad Building your ad Tracking your ad
28. Planning Your Buy Single Publisher Sponsorship More customization Multiple ad units Easier trafficking and QA Multi-Publisher Buy More reach One unit across publishers QA and trafficking complexities
29. Choosing Your Platform Tablet browser Run a single ad unit across multiple sites - HTML 5 Website compatibility less of an issue IAB sizes Fixed placement Applications App compatibility is an issue – may need multiple versions Sizes and formats vary by app Full page interstitials In-line banners, but maybe not IAB sizes Pre-loading of content
30. Designing Your Ad Maximize brand awareness Interactivity and exposure are key Innovative creative executions Games Shakable and drag-and-drop ads Quizzes / Polls Galleries Accelerometer Video Data feeds Roadblocks, interstitials and expandables Drive direct response Click-throughs and conversions are key Clear and simple creative executions Click-to-microsite, Data entry, Location aware Creative Re-targeting
31. Designing Your Ad Some things to keep in mind when designing your tablet ad: Running across publishers/apps is difficult Different SDKs Sizes vary Design for both orientations Locked orientation Safe zone Two layouts Modify the ad experience Ad Weight Preloaded assets Download upon request Polite loading
32. Building Your Ad Various ways to work with rich media providers: Raw Assets Re-purposing desktop creative – Flash files or layered PSDs Logos and style guides Creative build: design, development, tracking and trafficking Tablet-Specific Assets Built to tablet specifications Layered PSD files Creative build: development, tracking and trafficking Fully Designed HTML Creative fully developed by third party HTML 5, JavaScript, CSS Creative build: integration, tracking and trafficking
33. Tracking Your Ad Decide what you want to track Everything! Impressions and click-throughs All user interactions Display and interaction time Video plays and completion rate Interpreting reports Different metrics for different campaigns Branding = interaction rate and time Response = click-throughs and conversions
37. Overview: Best Practices for publishers Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure one report Serve rich media via an external ad tag from a mobile rich media ad platform Ensure apps are supporting HTML ads compliant with a standardized ad creative API Provide open compatibility for ads from various rich media vendors and creative designers
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41. growing adoption of this standard is removing the fragmentation for mobile rich media campaigns ORMMA Level I ORMMA Level II ORMMA Level III Add Webview (So ads can expand and have multiple interactions) Enable Native Features (So you can let users shake your ads) Pre-Loading and caching (So you can make ads really big without ruining the experience)
42. How to Get Involved with ORMMA Email info@ormma.org Visit www.ormma.org or http://blog.ormma.org Join the IAB mobile rich media working group Work with the companies who are already involved with ORMMA.
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
Note, the campaign idea we showed in the last slide is to make the point that there is now photo and video uploading technology available across desktop web, tablets and mobile phones (iPhone 4 and newer androids). This is not to say that we think this is what you need to do on your next campaign. We think that 2011 will be a revolutionary time when Creative Agencies come back to the table, or more specifically the tablet, to make their mark. And we support the Creative Agencies’ role in driving the thinking for mobile advertising. We are only here to support that process.
Reporting the deepest metrics of granular behavior is not just for funThe types of interactivity you get on tablets moves beyond what we’re used to, since now the user has an easy time hitting the target with their fingers rather
Ad experiences do not have to live on the page or between pages at all, they can appear and disappear as part of an animationIt is said that digital advertising lacks the emotion of TV, and there needs to be a way to bridge the gap between the 30s spot and digital advertising. On digital devices the 30s spot just isn’t immersive enough. In fact animation, which can include a curated video, can take users through a linear progression of advertising that can successfully interrupt digital content and moreover can more clearly telegraph calls to action for social sharing or commerce by showing how a user can interact with the device