Images: Your Largest Audience
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Images: Your Largest AudienceRethinking Digital Advertising
Rey Flemings, Founder & CEO
Presented at Ad Age Digital Conference in New York (April 17, 2013)
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STATE OF ONLINE ADVERTISING
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In 2013, marketers will spend over
$17 BILLIONON ONLINE ADSin the US alone
Source: eMarketer, September 2012
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What will Marketers get in return?
5 TRILLIONAD IMPRESSIONS
Source: comScore, February 2013
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13.5 BILLIONAds Per Day
570MILLIONAds Per Hour
9.5MILLIONAds Per Minute
158 THOUSANDADS PER SECOND
Staggering Volume of Ads
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Engagement rates continue to fall
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1980sClick-through rate
5%
Source: Wikipedia, April 2013
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1980sClick-through rate
5%1990s
Click-through rate
3%
Source: Wikipedia, April 2013
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1980sClick-through rate
5%1990s
Click-through rate
3%2013
Click-through rate
0.1%
Source: Wikipedia, April 2013
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Online Ads Ignored by almost everyone
Source: MediaMind, September 2012
0.1%
5.0%
10.0%
RICH MEDIA WITH VIDEO RICH MEDIA WITHOUT VIDEO STANDARD BANNER
0.26% 0.21% 0.10%RICH MEDIAWITH VIDEO
RICH MEDIAWITHOUT VIDEO
STANDARDBANNER
CLICK-THROUGH RATE
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How are marketers
COMBATING DECREASING ENGAGEMENT?
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By showing
MORE ADS and showing them
MORE INVASIVELY
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RICH MEDIA NATIVE
TAKEOVERS ADVERTORIAL
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Ad Tech buzzwords hide an
INCONVENIENT TRUTH...
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68% of web audiences find online advertising
Source: Adobe, October 2012
'ANNOYING'
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Average Internet user is served
1,707 ONLINE ADSPER MONTH
Source: comScore
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8% of web users are responsible for
Source: comScore, October 2009
100% OF THE CLICKS
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IS CONTENT A BETTER ALTERNATIVE?
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Articles with photos get
94%more views than those without
Source: visual.ly, February 2013
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Tweets with images generate
2x higher engagement rates than Tweets without
Source: visual.ly, February 2013
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70% of all Facebook activity is based on photographs
Source: Mashable, November 2012
0%
50%
100%
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Audiences Want
CONTENTNOT ADS
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Images are
20X MOREEFFICIENTthan display advertising
7.5% Average Stipple
Engagement Rate
1.4%Average Stipple
Click Rate
+
0.1 - 0.4% Average Click Rate
0.1 - 0.4% Average Click Rate
Source: Stipple, April 2013
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Your Image Audience is
Larger
Source: Google Images, April 2013
> than all your other audiences combined
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THE WEB MAKES IMAGES ‘DUMB’WHY HAVEN’T WE USED IMAGES?
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THE WEB MAKES IMAGES ‘DUMB’
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DESCRIPTION
RELATEDPRODUCTS
CURRENT PRICE
PURCHASE
Every time an image travels it loses its metadata
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DESCRIPTION
RELATEDPRODUCTS
CURRENT PRICE
PURCHASEDESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
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DESCRIPTION
RELATEDPRODUCTS
CURRENT PRICE
PURCHASEDESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE? DESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
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DESCRIPTION
RELATEDPRODUCTS
CURRENT PRICE
PURCHASEDESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE? DESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
DESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
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DESCRIPTION
RELATEDPRODUCTS
CURRENT PRICE
PURCHASEDESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE? DESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
DESCRIPTION?
RELATEDPRODUCTS?
CURRENT PRICE?
PURCHASE?
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81,700 URLS
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jimmy choo shoes
80 MILLION URLS
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WHAT IF...
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... Intelligent images retained their metadata
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Rich actionable insightsTell your story everywhere
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Rich actionable insightsReach qualified audiencesin an editorial context
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Rich actionable insightsRich actionable insights
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JUSTIN TIMBERLAKEcase study
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Views Engagement Clicks Sites Reached
539,861 397,379 40,817 146
74% 7.5%
++=
Tour Album TV
Source: Stipple, March 2013
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CLICKS EQUIVALENT TO 40M IMPRESSION CAMPAIGN
BROUGHT CONTENT UNDER TIMBERLAKE’S CONTROL
ON 146 WEBSITESFACEBOOK + TWITTER
= 7.5% OF IMAGE VIEWS
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WHAT ABOUT THE OTHER
92.5%OF YOUR VIEWS?
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EDITORIALConvert Earned Media,
Tier 1 Publishers
Relevant Editorial Images on Tier 1 Sites
Stipple Offerings
SOCIALIn-Stream Engagement
& E-Commerce
In-stream OnFacebook & Twitter
COMMERCEAutomatically Tag & Update Image Product Catalogues
Scalable Image Product Solution
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IMAGES ARE ABOUT TO GET A BIG BOOST
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Introducing Stipple Shoppingroll video
http://vimeo.com/64110503