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A Revolution in
Digital Monetization
Naren Nath, CEO,Wayfare Interactive
Advertising is Crumbling
How bad is it?
■ Average click-through rate of display ads is 0.06%.
(Source: Display BenchmarksTool)
■ 50% of clicks on mobile ads are accidental. (Source:GoldSpot
Media)
■ 33% of internet users find display ads completely
intolerable (Source: Adobe)
In 2011 when CTR was 0.09%, you were:
■ 31.24 times more likely to win a prize in Mega Millions…
■ 40.17 times more likely to give birth to twins…
■ 87.8 times more likely to apply to Harvard and get accepted…
■ 112.50 times more likely to sign up for and complete NAVY SEAL training…
■ 279.64 times more likely to climb Mt. Everest and reach the summit…
■ 475.28 times more likely to survive a plane crash…
…Than you were to click a banner ad.
(Source: Business Insider)
South Park Gets It:
The problem with Search ads
Where do you start your search for commerce?
Year Amazon Search Engines
2015 44% 34%
2016 55% (+11%) 28% (-6%)
Search is not the best experience for commerce ($$)
(Source: Bloomreach)
Consumer is King (or Queen)
-Leo Collum
Offline vs. Online:
The User is 100% in charge
■ Ad blocking grew by 41% globally in the last 12 months. (Source: PageFair)
■ There are now 198 million active ad block users around the
world. (Source: PageFair)
A rebellion?
Key to User Experience – Listen notTalk
Advertiser Consumer
Billions of Commerce Signals
Examples of Commerce Signals
Examples of Commerce Signals
Dawn of Networked Commerce
The Ideal Shopping Experience
“In a PerfectWorld”
User sees that white
shorts are IN on your
site.
1
User decides they
want to buy new
white shorts.
2
User is shown white
shorts from a
marketplace of
providers.
3
■Users win – direct path to commerce related to content
■Advertisers win – deep-linked clicks from active shoppers
■Publishers win – best monetization AND user experience
How to expand the pie?
Commerce Performance
CTR: 5-200%
eCPM: $10-500
Superior User Experience
Quick, Easy
Proof: Dramatic Performance Gains
■Create – any content you want for your audiences
■Enhance – with commerce units within minutes or hours
■Monetize – 10X or more better than Display and Search ads
Game-changer for Affiliates
Networked commerce
+
Native placement
=
Monetization nirvana
The Power of Native Commerce

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A Revolution in Digital Monetization

  • 1. A Revolution in Digital Monetization Naren Nath, CEO,Wayfare Interactive
  • 3. How bad is it? ■ Average click-through rate of display ads is 0.06%. (Source: Display BenchmarksTool) ■ 50% of clicks on mobile ads are accidental. (Source:GoldSpot Media) ■ 33% of internet users find display ads completely intolerable (Source: Adobe)
  • 4. In 2011 when CTR was 0.09%, you were: ■ 31.24 times more likely to win a prize in Mega Millions… ■ 40.17 times more likely to give birth to twins… ■ 87.8 times more likely to apply to Harvard and get accepted… ■ 112.50 times more likely to sign up for and complete NAVY SEAL training… ■ 279.64 times more likely to climb Mt. Everest and reach the summit… ■ 475.28 times more likely to survive a plane crash… …Than you were to click a banner ad. (Source: Business Insider)
  • 6. The problem with Search ads Where do you start your search for commerce? Year Amazon Search Engines 2015 44% 34% 2016 55% (+11%) 28% (-6%) Search is not the best experience for commerce ($$) (Source: Bloomreach)
  • 7. Consumer is King (or Queen) -Leo Collum
  • 8. Offline vs. Online: The User is 100% in charge
  • 9. ■ Ad blocking grew by 41% globally in the last 12 months. (Source: PageFair) ■ There are now 198 million active ad block users around the world. (Source: PageFair) A rebellion?
  • 10. Key to User Experience – Listen notTalk Advertiser Consumer
  • 14. Dawn of Networked Commerce
  • 15. The Ideal Shopping Experience “In a PerfectWorld”
  • 16. User sees that white shorts are IN on your site. 1
  • 17. User decides they want to buy new white shorts. 2
  • 18. User is shown white shorts from a marketplace of providers. 3
  • 19. ■Users win – direct path to commerce related to content ■Advertisers win – deep-linked clicks from active shoppers ■Publishers win – best monetization AND user experience How to expand the pie?
  • 20. Commerce Performance CTR: 5-200% eCPM: $10-500 Superior User Experience Quick, Easy Proof: Dramatic Performance Gains
  • 21. ■Create – any content you want for your audiences ■Enhance – with commerce units within minutes or hours ■Monetize – 10X or more better than Display and Search ads Game-changer for Affiliates
  • 22. Networked commerce + Native placement = Monetization nirvana The Power of Native Commerce