Matthew Snyder, CEO of ResponsiveAds, discusses the need for responsive advertising to address challenges in the digital advertising industry. Standard banner ads have very low click-through rates. Responsive ads can optimize ad creative across different screen sizes using either swap or stretch approaches. Swap uses different creatives for each size, while stretch adapts a single creative. Responsive ads allow brands to tell stories across devices and could achieve better results than traditional digital ads. Snyder demonstrates building a responsive ad and argues it can simplify processes and increase mobile revenue for publishers and brands.

1. Thermal-up your Digital Business
The Multi-Screen
Responsive Advertising Strategy
Matthew Snyder
CEO, ResponsiveAds
Budapest, Hungary, 10/15/2013
@ResponsiveAds
© 2013 ResponsiveAds

2. 17 Years in a Mobile
12 Years Nokia- Director of Strategy
10 Years in Mobile Advertising
2.5 Years Responsive Web Design
2 Years ResponsiveAds Jan 2012
@ResponsiveAds
© 2013 ResponsiveAds

3. Disrupting by
Re-inventing the perfect ad creative
to give the best digital advertising results!
(both Publishers & Brands across all screens)
@ResponsiveAds
© 2013 ResponsiveAds

4. the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising:
Introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
@ResponsiveAds
© 2013 ResponsiveAds

5. the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising:
Introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
@ResponsiveAds
© 2013 ResponsiveAds

6. State of Internet Banner Advertising
Publishers: Lower Revenue from Advertising?
Traditional > Website (20%) > Mobile (20% )
Brands & Agencies: Reach, Relevancy, ROI
Traditional (5 types) < Digital (35 types) < SoMo (100)
@ResponsiveAds
© 2013 ResponsiveAds

7. Reason #1
The Standard Banner Ad is not working!
@ResponsiveAds
© 2013 ResponsiveAds

8. You are more likely
to birth twins than
click a banner ad.
(Source:
Solve Media)
You are more likely
to get a full house
while playing poker
than click on a
banner
ad.(Source: Solve
Media)
Cold-Fact : Industry Average 0.1% CTR
You are more likely to
Are 99.9% display impressions really wasted?
summit Mount Everest
than click a banner
ad. (Source:
Solve Media)
@ResponsiveAds
© 2013 ResponsiveAds

9. Emerging Ad Trends ( CTR % Q2 2013 )
Rich-Media, Retargeting, Native Ads vs. Mobile, Desktop
Something really Disruptive
>1% CTR ( 10x improvement)
Native & Value Exchange
(Conversational)
@ResponsiveAds
© 2013 ResponsiveAds

10. The Native Ads Debate
@ResponsiveAds
© 2013 ResponsiveAds

11. Reason #2- Selling Mobile
100% inventory sell-through hard
@ResponsiveAds
© 2013 ResponsiveAds

12. Duplication & Fragmentation:
Not Perfect fitting
Font Blurry
Brand Inconsistent
Separate Trafficking
@ResponsiveAds
© 2013 ResponsiveAds

13. Reason #3
On-going explosion of screen-sizes
( Prioritization vs. Integrated Strategy)
@ResponsiveAds
© 2013 ResponsiveAds

14. Disconnected & inefficient Creative workflow
for separate FIXED sizes & Tech
@ResponsiveAds
© 2013 ResponsiveAds

15. Media Consumption throughout the day
@ResponsiveAds
© 2013 ResponsiveAds

16. Media Consumption throughout the day
Morning
Mobile
Afternoon
Website
(Wake-up)
Newspaper
@ResponsiveAds
© 2013 ResponsiveAds
Evening
Mobile (go to bed)

17. This Shift Isn't
Changing
more screens are
coming…
…users are multitasking, and
Screen-Shifting
@ResponsiveAds
© 2013 ResponsiveAds

18. Just Android
~30 Screen Sizes
Between
2.8”….. 10.1”
@ResponsiveAds
© 2013 ResponsiveAds

19. > 80% of Path to
Purchase
Decisions on Multiple
Screens
@ResponsiveAds
© 2013 ResponsiveAds

20. By Nov 2014
Nov 2012
Could be “10X”
Responsive “5X”
Mobile Design
Mobile App Design
@ResponsiveAds
© 2013 ResponsiveAds

21. Time for the “Perfect Creative” Strategy
@ResponsiveAds
© 2013 ResponsiveAds

22. the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising:
introducing Responsive Ads
− Examples and Results
Lets Do it. Make One Ad
@ResponsiveAds
© 2013 ResponsiveAds

23. Responsive Web Design Reboot..
….survey of Germany publishers: 82% think responsive design
is the future. Biggest challenges: Ads ( 33%), tech (33%)
@ResponsiveAds
© 2013 ResponsiveAds

24. Defining Responsive Ads
Similar to Responsive Web Design…
Responsive Ads optimizes the look and fit of an
ad creative to the ad opportunity, screen, inventory
available.
@ResponsiveAds
© 2013 ResponsiveAds

25. Types of ResponsiveAds
STRETCH Ads
• Responsive, NonResponsive
• New Solution like RWD
• New and Custom sizes
• Responsive Creatives
• Only 1 ad-tag
SWAP Ads
•
•
•
•
•
Responsive Sites
Retrofitting solution
IAB Sizes
Existing Ads Packaged
2~3 ad tags
@ResponsiveAds
© 2013 ResponsiveAds

26. Types of ResponsiveAds
SWAP Ads
•
•
•
•
•
Responsive Sites
Retrofitting solution
IAB Sizes
Existing Ads Packaged
2~3 ad tags
@ResponsiveAds
© 2013 ResponsiveAds

27. SWAP
Turning-on-and-off
Different Creatives
• Multiple Ads/ Creatives
• Separate Ad Serving
@ResponsiveAds
© 2013 ResponsiveAds

28. “SWAP” Retrofitting Solution
@ResponsiveAds
© 2013 ResponsiveAds

29. STRETCH
One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build only 1 creative
• Real-Time Editing
• Dynamic Rich-media
• Optimized Quality
• Existing Ad Serving
@ResponsiveAds
© 2013 ResponsiveAds

30. Imagine the Responsive Creative
One-Ad, Fits-All
@ResponsiveAds
© 2013 ResponsiveAds

31. Same Creative Deployed as Two Responsive Ads
@ResponsiveAds
© 2013 ResponsiveAds

32. “Full-Skins” Brand Impact
@ResponsiveAds
© 2013 ResponsiveAds

33. “Expandables” Video
@ResponsiveAds
© 2013 ResponsiveAds

34. Which Solution Should I go for?
Existing Creatives from Agencies
Sell in-Bundle
“the Banner Blindness” Problem
Simplifies the Creative Process (less)
Native Ad Possibilities
Cross-Screen Shifting Opportunities
SWAP
O
O
X
X
X
X
@ResponsiveAds
© 2013 ResponsiveAds
STRETCH
X
O
O
O
O
O

35. Native/HTML5 Rich-Media a Sub-Set
@ResponsiveAds
© 2013 ResponsiveAds

36. the Steaming Topics
− State of the Industry:
Advertising & Responsive Web
− Re-inventing Advertising:
introducing Responsive Ads
− More Examples and Results
Lets Do it. Make One Ad
@ResponsiveAds
© 2013 ResponsiveAds

37. HTML5 & Responsive App Canvas
HTML5 Apps Embeddable
Expand/Retract Ad
Pinterest style social widget (Tynt)
Responsive Carousel widget
@ResponsiveAds
© 2013 ResponsiveAds

38. Social/ Gallery
Expandables
@ResponsiveAds
© 2013 ResponsiveAds

39. Right Ad, Right Context
Content the User wants…
Story-telling from Screen-to-Screen
@ResponsiveAds
© 2013 ResponsiveAds

40. Achieving Real Brand-Impact Conversations
4X
>20X
Equal or Better then
Rich-Media Banners
Responsive with
HTML5 Widgets
DISRUPTIVE
@ResponsiveAds
© 2013 ResponsiveAds

41. Demo Building an ad “Magazine” Otavamedia
@ResponsiveAds
© 2013 ResponsiveAds

42. −
−
−
−
Solid foundation
Simpler Processes
Mobile Revenue
Easier to Sell
Thermal-up your digital strategy
@ResponsiveAds
© 2013 ResponsiveAds

43. Thank You
matt@responsiveads.com
FREE E-Book
@ResponsiveAds
© 2013 ResponsiveAds