Advertising technology is making huge advances, leaps rather than small steps, with the ability to hyper-personalise messages at scale transforming engagement rates, ROI, as well as production times. Matthew Snyder, Co-Founder and CEO of ResponsiveAds, sat down at the 46th FIPP World Media Congress to tell us more…
At the 46th FIPP World Media Congress held in Cascais earlier this month, one ever present theme in the background was the turbulent waters swirling around the advertising industry – think white water rafting and you’ll be somewhere close.
For media organizations, the current state of advertising is of concern. As Media Voices’ Peter Houston pointed out in his presentation late on the first day of Congress, over 50% of FIPP members still achieve 50% of their revenue from either print or digital advertising, or both. Advertising remains a vital part of the media ecosystem.
Yet amidst the fast moving waters of compliance, ESG, privacy and the sunsetting of third party cookies, the emergence of generative AI is creating new opportunities for media owners and brands alike, especially the creation of hyper-personalised and dynamic ad experiences at scale. This not only enables brands to deliver highly relevant messages across multi-platforms, but the rise of AI-powered creative tools is making it easier for advertisers to produce a large volume of customized content, enhancing engagement and conversion rates.
One of the pioneers of this new generation of advertising technology is Matthew Snyder, Co-Founder and CEO of ResponsiveAds. Headquartered in New York, ResponsiveAds creative tech suite enables the production, delivery, and optimisation of cutting-edge display ads at ten times the previous speed using its Fully-Fluid™ universal ad format.
At the recent 46th FIPP World Media Congress – where ResponsiveAds was a key event partner – we caught up with Matthew to discuss the latest developments in customised advertising at scale as well as the Phase 1 launch of its Fluid Ad Creator.
Mx3: What is unique about ResponsiveAds that can really help publishers monetise better than before?
ResponsiveAds is a creative tool kit that publishers can use to produce and build high-impact ad creative formats at scale. What makes it unique is the format technology itself. With no code needed on any of the sites, these formats will fill edge-to-edge in big spaces from the top, middle to bottom of the sites. Publishers like Condé Nast, Crains, NBCUniversal, Tribune Publishing are selling at 10x premium for direct sold campaigns accessing advanced solutions like Shoppable, Video, AR, Crossword Puzzles, etc.
Recently ResponsiveAds is also selling to Brands/Agencies opening up demand for Publishers as well that do not have the direct sales and want programmatic at a premium (4x lift).
Mx3: Can you walk us through a success story of a premium publisher that has been successful with ResponsiveAds?
Condé Nast. They have been using the solution via their Condé Nast Ad Solutions team for 5 years and have set-up over 50 templates and sell globally. This has been a major success and driver of new revenue in the Millions of USD. We were excited to host them at the 2024 FIPP World Congress in Cascais.
Mx3: What is the long term vision of ResponsiveAds in working with Brands and Publishers?
Our vision is to make it fast and easier to deploy highly engaging creative that users want to engage. We are working with publishers on their 1st party integration strategies that tie user engagement to a dynamic creative for better messaging and personalization with their audiences. If the audience is happy with the ads and publishers can bring value to the audiences it is a win-win. We are innovating with new retail media solutions that offer personalization through product feed optimization and shoppable as well as interactive video/CTV.
“The advertising industry is presently undergoing big changes and disruptions around creativity and performance coupled with issues of data and privacy like never before. We wanted to rebuild from the ground up with a next-gen architecture to scale with the momentum of the evolving ad industry. The ability to have a performance driven marketing creative built with speed and ease that will be personal and work omnichannel within display, social, digital OOH and CTV is the dream we now have in sight.”
Matthew Snyder, Co-Founder & CEO of ResponsiveAds
Mx3: What segments are areas have you specialized in where you have seen great results?
Luxury, Automotive, Beauty, Media and Entertainment, Financial, Technology and Travel.
Mx3: How hard is it to get set-up and work with ResponsiveAds?
After a demo session we over 1~2 onboarding sessions with a free trial period. This is usually enough for publishers to get kick-started. We offer materials to help the sales organisation as well as the spec’d templates to work with advertisers.
