Ad Blocking User Experience is a big deal Harry Robinson, VP Product Marketing, Celtra @adwhisperer

?

Only we, the advertising the frontier industry made Ad

Blocking a big deal

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 – the next frontier in digital display & video

48% of respondents said lack of creative was

Relevancy responsible for ad blocking

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

Aware, but not too aware

Personalization

Eng

agem

ent

Generic  

Relevant  

Creepy  

personalized generation

Creative needs to be

contextually engineered for the

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

Plays within video content

Plays within non-video content

Instream Outstream

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%

Outstream video offers a user

experience designed for mobile

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

Now is the time to advertise creative first

Thank you.