Tablet Advertising for 2011

Sneak Peek: Tablet Advertising in 2011

Twitter Hashtag #tabletads

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Sneak Peek: Tablet Advertising in 2011

Twitter Hashtag #tabletads


Agenda

• 3:15 - 3:30 Tablet Market Overview

• 3:30 – 4:10 Ad Creation & Measurement

• 4:10 - 4:30 Serving Ads to Tablets

• 4:30 – 4:45 Crisp Overview

• 4:45 – 5:00 Q&A

• 5:00 – 6:00 Drinks


Survey Says…

• You want to learn more about:

– Measurement

– Current campaigns

– Testing creative

– How to make ads work across devices

– Best practices in ad serving & design


What You’ll Hear About Today

• Tablets are not a silo – they need to be a part of the overall marketing strategy

• While iPad is where it is at today, the introduction of new Android tablets will expand the market even further

• It is not just about apps on tablets – the amount of web traffic from browsers is growing

• You can use HTML to create all your ads – smartphone, tablets, and desktop


Market OverviewTom LimongelloVP, Marketing


State of the Tablet Market


The Market for Tablets is Bigger than you Think


iPad

iPad has 95% of the Tablet MarketiPad apps have subscriptions enabled

iPad browser has accelerometer enablediPad 2 coming in Q2

160 Million iOS Devices Sold Already (1/11)


The Tablet Divide

15,000,000 1,000,000

10” 7”

Um…Steve says you can’t call yourself a tablet unless you’re

10” tall.

Motorola XOOMApple iPad / iPad 2LG OmnipadHP TouchSamsung Galaxy Tab IIToshiba TabletZTE V11

Blackberry PlaybookSamsung Galaxy Tab II

HTC FlyerDell Streak

ZTE V9


Implications for Advertisers

• In-app formats for 10” tablets are mostly full-page interstitials– Interstitial sizes will stay the same for Android as iPad

• All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps– At the end of Q2 7” tablets might see an upgrade when Honeycomb and

Gingerbread merge to form Android “Ice Cream”

Honeycomb is for Tablets Android 3.0

Understanding Android

Gingerbread is for Phones Android 2.3-2.4


Android Tablets Ready to Depart

• Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba

• There are no “cheap” Android 10” tablets, $600 is the base and many will top $800

• Advertising innovation in Android tablet apps and Android tablet browser can come as early as Q2

• No discernable differences between Android and iOS device features that matter to advertisers


HP and RIM

• HP TouchPad launches in June• WebOS means HTML5 support

• Playbook launches in Q2• Playbook app platforms (Java,

WebWorks) will be ORMMA compliant = HTML ads will work

• Flash will work in apps and browser


When a phone and a laptop get together…

• No Keyboard means that large format advertising works better - Touchscreen offers simpler controls for interacting with and dismissing content

• You can add touch points anywhere on an ad without fear of making it difficult for the user to interact

• A safe, non-preroll home for the 15 or 30 second TV commercial

+ =


Front-facing cameras on iPad 2 & Android means you can upload photos & videos


Creative Agencies


Questions?


Ad Creation & MeasurementAndy Sullivan

SVP, Client Services & Ad Ops


Executing Tablet Campaigns

• Planning your buy

• Choosing your platforms

• Designing your ad

• Building your ad

• Tracking your ad


Planning Your Buy

Single Publisher Sponsorship• More customization• Multiple ad units• Easier trafficking and QA

Multi-Publisher Buy• More reach• One unit across publishers• QA and trafficking complexities


Choosing Your Platform

Tablet browser• Run a single ad unit across multiple sites -

HTML 5• Website compatibility less of an issue• IAB sizes• Fixed placement

Applications• App compatibility is an issue – may need

multiple versions• Sizes and formats vary by app• Full page interstitials• In-line banners, but maybe not IAB sizes• Pre-loading of content


Designing Your Ad

Maximize brand awareness• Interactivity and exposure are key• Innovative creative executions

– Games– Shakable and drag-and-drop ads– Quizzes / Polls– Galleries– Accelerometer– Video– Data feeds– Roadblocks, interstitials and

expandables

Drive direct response• Click-throughs and conversions are key• Clear and simple creative executions• Click-to-microsite, Data entry, Location

aware• Creative Re-targeting


Some things to keep in mind when designing your tablet ad:

• Running across publishers/apps is difficult– Different SDKs– Sizes vary

• Design for both orientations– Locked orientation– Safe zone– Two layouts– Modify the ad experience

• Ad Weight– Preloaded assets– Download upon request– Polite loading

Designing Your Ad


Building Your Ad

Various ways to work with rich media providers:

• Raw Assets– Re-purposing desktop creative – Flash files or

layered PSDs– Logos and style guides– Creative build: design, development, tracking

and trafficking

• Tablet-Specific Assets– Built to tablet specifications– Layered PSD files– Creative build: development, tracking and

trafficking

• Fully Designed HTML– Creative fully developed by third party– HTML 5, JavaScript, CSS– Creative build: integration, tracking and

trafficking


Tracking Your Ad

• Decide what you want to track– Everything!– Impressions and click-

throughs– All user interactions– Display and interaction

time– Video plays and

completion rate

• Interpreting reports– Different metrics for

different campaigns– Branding = interaction

rate and time– Response = click-

throughs and conversions


Reporting

Tapped 1x

Tapped 2x

Tapped, video played to 74%

No interactions


Questions?


Serving Ads to TabletsXavier Facon

CTO


Overview: Best Practices for publishers

• Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure one report

• Serve rich media via an external ad tag from a mobile rich media ad platform

• Ensure apps are supporting HTML ads compliant with a standardized ad creative API

• Provide open compatibility for ads from various rich media vendors and creative designers


Ad Serving

Can one ad server manage rich media campaigns for tablet apps, smartphone apps and web sites at the same time?

The answer is yes.

• The ad server needs support for external ad tags and some device targeting.


Ad Serving

Can the same campaign ad creatives get served in apps, in a web browser and before video content?

The answer is yes.

• HTML / CSS based ads can do that


Ad Serving

Can one ad server serve rich media ad units from different rich media vendors?

The answer is yes.

• Just like desktop ad serving. The rich media vendor makes the ads compatible with common ad serving infrastructure.


Overview: Best Practices for advertisers

• Use interactive rich media ads that comply with the open creative API standard

• Generate different ad creative variants depending on internet bandwidth circumstances (3G, 4G, WiFi), or require pre-loading of the ad content

• Let ad designers create tablet and mobile ad creative in HTML5


Managing ad creatives

How do appropriate ad formats (ad sizes) get served correctly?

• Ad units can have a smaller interactive safe zone and a larger than necessary background.

• Based on the device, zone and content, the rich media platform can select from different variants



How do you manage rich media ad creatives for multi-publisher campaigns?

• The easiest approach is to work with ads that have the standard rich media creative API implemented.



Introduction to the standard Mobile Rich Media ad creative API.


ORMMA Level I

Add Webview(So ads can expand and

have multiple interactions)

ORMMA Level II

Enable Native Features

(So you can let users shake

your ads)

ORMMA Level III

Pre-Loading and caching(So you can make ads really big

without ruining the experience)

growing adoption of this standard is removing the fragmentation for mobile rich media campaigns


How to Get Involved with ORMMA

• Email [email protected] • Visit www.ormma.org or http://blog.ormma.org• Join the IAB mobile rich media working group

Work with the companies who are already involved with ORMMA.

mailto:[email protected]

http://www.ormma.org/

http://blog.ormma.org/


Some other companies involved with ORMMA


Questions?


Crisp MediaTom Foran

CRO


Crisp – Partner to Publishers and Agencies

• Crisp is the leading mobile rich media company

• Crisp does not sell inventory

• Crisp works with agencies to ensure every campaign can run across smartphones and tablets


It’s not a mobile campaign or a desktop campaign…it’s a campaign!

• Crisp takes existing agency creative and makes it mobile ready – smartphones and tablets, web and apps

• Crisp ads are certified to run on the majority of high traffic mobile publisher properties

- Direct publishers - Ad networks

• Unified, detailed engagement reporting- Video plays, expansions, panel interactions, display/dwell time

(beta)


How an agency works with Crisp

• Agency provides desktop creative

• Crisp creates mobile-appropriate execution

• Crisp delivers at scale across publishers and ad networks of agency’s choosing

• Crisp provides detailed, real-time report to agency and publishers


Tap to watch & vote on videos

http://dori.to/a2V

82

Just voted

for best Doritos commercial

Free mock-ups for publishers


Cross-Platform Post-Click Engagement Reporting

• Real-time, detailed engagement reporting• Interaction Time is a key Crisp metric • Other metrics include clicks, CTR, panel interactions, video plays,

phone calls, conversions, custom event tracking• Crisp allows agencies to track the entire buy in a single report


Broad Distribution for Crisp Ads

Partners

700+ Certified Sites & Apps


Sample Crisp Advertisers


Summarizing Today’s Themes

• iPad-centric world today; Android tablets emerging

• Mobile Display = Rich Media

• Create ads using HTML and follow emerging standards (e.g. ORMMA)

• Make mobile a part of every campaign

• Demand the same level of analytics you get on desktop


Questions?


Contact Info

[email protected]

[email protected]

Tablet Advertising for 2011

Technology

Transcript of Tablet Advertising for 2011