View
433
Download
0
Category
Tags:
Preview:
DESCRIPTION
Presented at the Israel Mobile Summit 2013 http://www.israelmobilesummit.com
Citation preview
1
The Mobile Advertising Expert
2
WE BUILD TECHNOLOGIES TO ENABLE BUSINESSES TO LEVERAGE MOBILE ADVERTISING
3
MOBILE MARKET WORTH ½ BILLION
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
4
MOBILE STILL GROWS FAST
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
5
MOBILE AS % OF DIGITAL
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
11.5%of total search
11.5%of total display
0.2%of total classifieds
6
MARKET REVENUE SHARES
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 & MAC Report vom BVDW/MAC
7
MONETIZATION OPTIONS FOR PUBLISHERS
8
TREND IN MOBILE DISPLAY: VIDEO
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
9
AD FORMATS
10
MORE EFFECTIVE: RICH MEDIA ADS
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Rich Media Engagement Adby o2
11
RICH MEDIA EFFECTIVENESS STUDY
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Campaign: o2 Rich Media Engagement Ad
Method: InApp survey before campaign start (baseline measurement)InApp survey during the campaign (campaign measurement)
Settings: ON AIR (iPhone & Android)RauteMusik (iPhone & Android)
Extent: baseline measurement: n = 347campaign measurement: n = 417
Survey period: 13/07 to 16/08/2012
Recruitment advertising: MMA XL Banner & Rich Media Overlay
12
AD RECOGNITION INCREASED
13
BRAND IMAGE INCREASED
14
WHAT IS MOBILE RTB?
15
16
BIGGEST ADVERTISERS IN RTB
Source: Rubicon, Private Marketplace EMEA ADvisory
17 Source: Rubicon, Private Marketplace EMEA ADvisory
RTB ≠ LOW eCPM
18
ADVANTAGES FOR THE ADVERTISER
19
DIVERSE REACH AT SCALE
3.000.000 PUBLISHERS
25.000.000.000IMPRESSIONS
150.000 REQUESTS PER SECOND
REACH / TRANSPARENCY
20
ADVERTISING SOLUTIONSPREMIUM & PERFORMANCE PRODUCTS
21
PERFORMANCE
APPDRIVE
22
Big Data Refining
OPERATOR DATA
USER RETARGETINGVodafone, Telefonica, Turkcell
3RD PARTY DATABluekai, Quantcast, nugg.ad
TRACKING PROVIDERAD-x, hasoffers, adeven
CRM DATAProcter & Gamble, ebay
LOCATION DATA
BEHAVIORAL TARGETING
LOCATION HEATMAP
AUDIENCE TARGETING
LOOKALIKE MATCHING
Supply Management(25bn requests)
Ident Service(collection & aggregation of user data)
Data Enrichment(Probabilistic audience group segmentation)
madRDE(Real-time-decision-engine for audience performance optimization)
Raw Data Input Enriched Output
POI, Store, Work, Home
TECHNOLOGY
23
madRDE – REAL-TIME DECISION ENGINE
REAL-TIME SCIENCESELF LEARNING MACHINE>Cutting-edge research >Sophisticated mobile ad technology>Audience group lookalike matching
>Conversion prediction>RTB winning bid prediction >Data parameter optimization
TECHNOLOGY
24
CASE: effect of madRDE
Campaign: Online Food Delivery Service
Goal: Generate downloads for f iPhone app
Method: madRDE optimizes delivery on publishers to reach lowest eCPD and optimizes cpc spent
Flight time: 22/04 to 29/04/2013
25
SAMPLE OF RTB CAMPAIGN
26
SAMPLE OF RTB CAMPAIGN
27
SAMPLE OF RTB CAMPAIGN
28
SAMPLE OF RTB CAMPAIGN
29
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
30
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
31
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
32
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
33
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
GO WITH THE MARKET STANDARDSSUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN
34
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
GO WITH THE MARKET STANDARDSSUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN
CHOOSE STRONG LOCAL PARTNERSTRAFFIC OPTIMIZATION IS KEY FOR EFFECTIVE MONETIZATION
35
JANA SIEVERS
MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40
10999 BERLIN
JANA.SIEVERS@MADVERTISE.COM
+49 176 1500 3821
THANKS!35
36
JANA SIEVERS
MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40
10999 BERLIN
JANA.SIEVERS@MADVERTISE.COM
+49 176 1500 3821
THANKS!36
Recommended