Post on 13-Apr-2017
Ad Blocking User Experience is a big deal Harry Robinson, VP Product Marketing, Celtra @adwhisperer
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Biggest impact on user experience
0%
20%
40%
60%
80%
100%
Ad Context (Inventory)
Ad Presentation (Format)
Ad Content (Creative)
Biggest impact on user experience
22% 26%
52%
0%
20%
40%
60%
Ad Context (Inventory)
Ad Presentation (Format)
Ad Content (Creative)
Creative should be aware of the rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalized and relevant
In a Relationship
Weekend Weekday
New York
Cloudy
Being able to execute several variants from a single approved creative with only one tag needing to be issued is a fantastic development that we are extremely keen to use more of. – ThinkJam, Creative Agency, Oct 2015
25%
Dynamic creative campaigns are easier to manage (less creatives & less placements)
and growing
The average number of creatives per campaign
decreased by up to
Different signals work best for different goals and industries Most popular data signals
Date range Location Audience Part of day Weather
Entertainment Date range – Video trailer and premiere messaging
Day of week – TV tune-in messaging
Location – Local movie theaters and showtimes
What brand impact does poor advertising have?
33% 45%
17% 6%
0%
20%
40%
60%
Very high impact
High impact
Low / no impact
Moderate impact
Do you think about user experience when advertising?
26%
48%
22%
4% 0%
20%
40%
60%
It’s our highest priority
It’s high priority
We don’t think about it
It’s somewhat important
In 2016, mobile video ads will
reach 92.4% of US 16-35 year olds
eMarketer, US Millennials and Video, 2015
In-stream video ads were not designed for mobile – and they don’t work on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014
of all skippable pre-roll ads are being skipped
85%
Superior user experience
End cards include dynamic interactivity and CTA, powered by Creative Relevancy.
Easily consumable and immersive video with fast-paced edit of an enchanting video clips intercut with text cards.
Video is introduced politely & gradually so not to interrupt.
Audi hits 80% increase on video completion benchmark
Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative.
- Giovanni Perosino, Head of Marketing Communication, Audi
Short Form Vertical Video Case Study
Preview: bit.ly/AudiSFVV
Can your clients’ creatives be improved?
0%
20%
40%
60%
80%
100%
Always Often Never, they are always great!
Sometimes
Can your clients’ creatives be improved?
66%
22% 12%
0% 0%
20%
40%
60%
80%
Always Often Never, they are always great!
Sometimes