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The Evolution of Interactive, Rich Digital Advertising (2012)

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The Evolution of Interactive, Rich Digital Advertising (2012)

  1. 1. THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING 1
  2. 2. IN THIS 45 MINUTE WEBINAR WE’LL COVER: • • • • • • 2
  3. 3. • ASK QUESTIONS • FOLLOW @POINTROLL • TWEET ALONG #RICHEVOLUTION 3
  4. 4. DEFINITION OF RICH MEDIA Rich Media (rich • media) Advertisements with which users can interact (as opposed to solely animate) in a web page format. 4
  5. 5. 1987 1990 1992 1995 1996 2002 2004 2007 2009 2010 2012
  6. 6. FIRST SIGN OF RICH MEDIA WAS IN 1987 WHEN APPLE INTRODUCED THE MACINTOSH WITH ITS GRAPHICAL USER INTERFACE, AND HYPERCARD, THE FIRST UNIVERSAL MULTIMEDIA TOOL. SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 6
  7. 7. THIS HAPPENED… Black and white gave way to color… Floppies gave way to CDs… Apple gave way to Microsoft (at least as a delivery platform)… Windows became the global standard in GUI computing… SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 7
  8. 8. FIRST SIGN OF RICH MEDIA WAS IN 1987 WHEN APPLE INTRODUCED THE MACINTOSH WITH ITS GRAPHICAL USER INTERFACE, AND HYPERCARD, THE FIRST UNIVERSAL MULTIMEDIA TOOL. SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 8
  9. 9. THEN THIS HAPPENED… Black and white gave way to color… Floppies gave way to CDs… Apple gave way to Microsoft (at least as a delivery platform)… Windows became the global standard in GUI computing… SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 9
  10. 10. AND THEN THIS HAPPENED… Macromedia owned the multimedia space with its Director and Authorware tools, used to create nearly every consumer interactive CD, and the latter was the industry standard for computerbased training…. Adobe, with Photoshop and Illustrator, and Apple, with Quicktime video tools, were also key tool providers… SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 10
  11. 11. AAAANNND THEN… • • • SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here); *The Evolution of Rich Media by Russell Shaw (see full article here) 11
  12. 12. THE INTRODUCTION OF FLASH 12
  13. 13. LATE 1996, TWO YEARS AFTER THE APPEARANCE OF THE FIRST GIF BANNERS… • • SOURCE: The Evolution of Rich Media Advertising (see full article here) 13
  14. 14. THE BIRTH OF IN-BANNER INTERACTIVE RICH FEATURES 14
  15. 15. THE EMERGENCE OF THE ADSERVER Creative Agency Publisher A Publisher B Client Media Agency Publisher C 15
  16. 16. POINTROLL DEVELOPS THE FIRST EXPANDABLE INTERACTIVE BANNER • • 16
  17. 17. RICH MEDIA DATA & REPORTING • • • • • Impressions Clicks Interactions Panels Activities • • • • • Video Reach & Frequency Site Events Site Event Revenue Site Event Time Lag • • • • • Campaign Properties Placement Properties Creative Properties Impression Cost Click Costs • • • • • Interaction Costs Panel Costs Activity Costs Video Costs Dynamic ad variables 17
  18. 18. THE RAPID CONSUMPTION OF HIGH SPEED BROADBAND INTERNET • • SOURCE: The Evolution of Rich Media Advertising (see full article here) 18
  19. 19. SUDDENLY, MAINSTREAM ADVERTISERS, WHO FUELED BILLIONS OF DOLLARS INTO TELEVISION ADVERTISING, STARTED TO PAY ATTENTION TO ONLINE ADVERTISING. 19
  20. 20. ONLINE VIDEO 20
  21. 21. MOBILE 21
  22. 22. THE CONSUMER EVOLUTION 22
  23. 23. HISTORY OF USER EXPERIENCE INTERACTIVE EXPERIMENTAL SURF • • • • Buying Media on the “Web” Funding Sites/Capitalizing Focus on the Advertiser User: Male/Female 10-35 • Consumer-oriented • Consumer is in Control of Experience • Focus on the User • User: Male/Female 10-70 PERSONAL ENGAGEMENT • Consumer Group Oriented • In Control of Experience, Content, Devices, Shaping Digital • Focus on User and their Connections – people, location, etc. • User: Male/Female 4-85 • Content-Based Internet • Focus on the Publisher • User: Male 10-24 1996 2000 2006 2011 23
  24. 24. WHERE WE ARE TODAY 25
  25. 25. CONSUMERS SMARTER, MORE EFFECTIVE ADVERTISING PLACEMENT/ DEVICE CREATIVE/ MESSAGE
  26. 26. DYNAMIC CONTENT OPTIMIZATION EASILY CREATE DIFFERENT VERSIONS OF THE SAME DYNAMIC CREATIVE BASED ON RULES… MALE – TEXAS - $600 ORANGE FEMALE - TEXAS - $300 BLUE MALE - NY - $500 – GREEN FEMALE - NY - $300 PINK MALE – TEXAS - $500 – RED FEMALE - FLORIDA $600 - PURPLE FEMALE - NY - $600 – BLUE FEMALE - NY - $300 – GREEN 27
  27. 27. “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011 28
  28. 28. CUTTING EDGE BANNERS 29
  29. 29. CUTTING EDGE SOCIAL 30
  30. 30. CUTTING EDGE TAKEOVERS View more takeovers and high impact creative at http://pointroll.com/productshowcase/High_Impact.html 31
  31. 31. CUTTING EDGE VIDEO INTERACTIVE & WEATHER TRIGGERED/GEO DYNAMIC IN-STREAM VIDEO 32
  32. 32. CUTTING EDGE MOBILE View more tablet & mobile creative at http://pointroll.com/productshowcase/Tablet.html 33
  33. 33. LOOKING FORWARD 34
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  35. 35. 36
  36. 36. 37
  37. 37. 38
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  40. 40. RECAP • • • • • • 41
  41. 41. THANK YOU! 42

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