Russel Buckley

Mobile Advertising: How We Got Here and What's Next?

2009 AdMob, Inc. Confidential & Proprietary

©2009 AdMob, Inc. Confidential & Proprietary

• Size and Scope 160+ billion impressions since launch14+ billion ad requests a month in 160+ countries

• Mobile Ad ProductsText Link & Graphical Banner ad units, unique iPhone ad units, Analytics

• Partnerships11,000+ mobile sites, 4,000 iPhone and Android applications

• CompanyHeadquartered in San Mateo, Offices in NY, LA, Chicago, London, Munich, and Mumbai

AdMob Overview

http://images.google.com/imgres?imgurl=http://blog.wired.com/cars/images/2007/03/30/toyota_logo_2005.jpg&imgrefurl=http://blog.wired.com/cars/2007/03/toyota_developi.html&h=301&w=350&sz=14&hl=en&start=6&um=1&tbnid=Z7mfeoRPIPZdeM:&tbnh=103&tbnw=120&prev=/images?q=toyota+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.kdheks.gov/kdsi/images/ARD/LOGO%20-%20FORD%20Color.jpg&imgrefurl=http://www.kdheks.gov/kdsi/ard_toolkit.html&h=267&w=639&sz=153&hl=en&start=1&tbnid=WKqiMw2Qj_p78M:&tbnh=57&tbnw=137&prev=/images?q=ford+logo&gbv=2&svnum=10&hl=en

http://images.google.com/imgres?imgurl=http://www.autocity.com/i/logos/logo2_cadillac.jpg&imgrefurl=http://www.autocity.com/reportajes/marcas/Cadillac/XLR-V-03-2005/index.html?cod=4024&h=70&w=75&sz=4&hl=en&start=8&sig2=NeokEJ3kEW-fhY9POE4iag&um=1&tbnid=jGk7a2LDIOb2JM:&tbnh=66&tbnw=71&ei=M-D2RqiGLaHaggPszaDiDA&prev=/images?q=cadilac+logo&svnum=10&um=1&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://www.fourfourfourltd.com/images/DISNEY%20LOGO%20COLOR.jpg&imgrefurl=http://articulo.mercadolibre.com.pe/MPE-3071372-set-de-edredon-mickey-mouse-_JM&h=796&w=1724&sz=145&tbnid=i1cHkDFEQMP8QM:&tbnh=69&tbnw=150&prev=/images?q=disney+logo&um=1&start=1&sa=X&oi=images&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://www.femenino.info/wp-content/uploads/nike-logo.gif&imgrefurl=http://www.femenino.info/24-07-2007/actualidad/coca-cola-nike-adidas-tienen-sus-fanaticos-en-la-web-20&h=1106&w=1768&sz=68&hl=en&start=4&um=1&tbnid=os-_yNQ8q9Nj6M:&tbnh=94&tbnw=150&prev=/images?q=nike+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://www.autokorbel.hu/Dateien/porsche%20logo.jpg&imgrefurl=http://carversation.com/2008/02/15/321/&h=1937&w=1678&sz=436&hl=en&start=1&um=1&tbnid=lC2y1PeN5Uw1OM:&tbnh=150&tbnw=130&prev=/images?q=porsche+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://www.coca-colaindia.com/images/brands/diet-coke/diet-coke-logo.gif&imgrefurl=http://www.coca-colaindia.com/diet-coke/&h=81&w=136&sz=4&hl=en&start=14&um=1&tbnid=WxCrRjcEi7dN5M:&tbnh=55&tbnw=92&prev=/images?q=diet+coke+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N


The AdMob Network: Sample Publishers

Innovative Mobile Content

Sample Premium Sites

Fun For Mobile

http://images.google.com/imgres?imgurl=http://www.chestercounty.com/cc_images/gifs/accuweather_logo2.gif&imgrefurl=http://www.chestercounty.com/cc_weather.htm&h=48&w=285&sz=9&hl=en&start=13&um=1&tbnid=Iw5A6QmkGZtw2M:&tbnh=19&tbnw=115&prev=/images?q=accuweather+logo&svnum=10&um=1&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://jobs.gamasutra.com/Media/Accounts/178/EA%20Mobile%20logoHORZrgb%20(2).gif&imgrefurl=http://jobs.gamasutra.com/jobseekerx/ViewCompanyProfile.asp?CompanyProfileID=2229&h=105&w=200&sz=5&hl=en&start=1&um=1&tbnid=pDf5bz2h3KC9WM:&tbnh=55&tbnw=104&prev=/images?q=ea+mobile+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us

http://images.google.com/imgres?imgurl=http://images.crunchbase.com/fileupload/company_logo/1047_mocospace_logo.jpg&imgrefurl=http://www.crunchbase.com/company/mocospace&h=37&w=200&sz=7&hl=en&start=1&um=1&tbnid=Ir1Zck9eC1Y-xM:&tbnh=19&tbnw=104&prev=/images?q=mocospace+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us&sa=N

http://images.google.com/imgres?imgurl=http://www.masternewmedia.org/images/fotochatter_logo.gif&imgrefurl=http://www.masternewmedia.org/it/2007/01/28/photo_sharing_nuovi_strumenti_per.htm&h=40&w=200&sz=6&hl=en&start=1&um=1&tbnid=rTxB_Yc7O99TJM:&tbnh=21&tbnw=104&prev=/images?q=fotochatter+logo&svnum=10&um=1&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://www.techaddress.com/wp-content/uploads/2007/03/phonezoo-logo_small.JPG&imgrefurl=http://www.techaddress.com/?profile=ucontrol&h=60&w=110&sz=4&hl=en&start=1&um=1&tbnid=A9iQzPj4_0WXqM:&tbnh=46&tbnw=85&prev=/images?q=phonezoo+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://www.lemobilium.com/images/logo.png&imgrefurl=http://www.lemobilium.com/&h=133&w=248&sz=17&hl=en&start=3&um=1&tbnid=9aUYVAVXRpetMM:&tbnh=60&tbnw=111&prev=/images?q=mobilium+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://www.tiny-tube.com/static/images/logo.gif&imgrefurl=http://www.tiny-tube.com/static/archive.html&h=50&w=200&sz=2&hl=en&start=10&um=1&tbnid=_Czhc7ipTZPrZM:&tbnh=26&tbnw=104&prev=/images?q=tiny+tube+logo&svnum=10&um=1&hl=en

http://images.google.com/imgres?imgurl=http://www.gabelopez.com/images/news/tv_guide_logo.jpg.gif&imgrefurl=http://www.gabelopez.com/news/index.html&h=170&w=225&sz=30&hl=en&start=3&um=1&tbnid=9ai4UHNHzMzzcM:&tbnh=82&tbnw=108&prev=/images?q=tv+guide+logo&svnum=10&um=1&hl=en&rls=com.microsoft:en-us&sa=N

http://www.mobilegamefaqs.com/newsimgs/CellufunLogo.jpg

http://images.google.com/imgres?imgurl=http://www.wbresearch.com/mobilemarketingcongress/images/LimeLife-logo.gif&imgrefurl=http://www.wbresearch.com/mobilemarketingcongress/speakers.asp&h=71&w=140&sz=3&hl=en&start=1&um=1&tbnid=ILoqstkXTHaeaM:&tbnh=47&tbnw=93&prev=/images?q=limelife+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://www.cinema-source.com/images/MovieTicketsLogo.gif&imgrefurl=http://www.cinema-source.com/cinemasource/movietickets.htm&h=66&w=140&sz=4&hl=en&start=4&um=1&tbnid=UlN46hwO9kHB9M:&tbnh=44&tbnw=93&prev=/images?q=movietickets.com+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.transformersfans.com/wp-content/uploads/hollywood-logo-short.gif&imgrefurl=http://www.transformersfans.com/the-movie/cast-crew/interview-with-ilm-on-the-making-of-transformers-via-hollywoodcom/&h=176&w=640&sz=30&hl=en&start=1&um=1&tbnid=HDMpVhYSgn2gCM:&tbnh=38&tbnw=137&prev=/images?q=hollywood.com+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://www.maxim.com/

http://www.funformobile.com/index.php

http://images.google.com/imgres?imgurl=http://www.colonialvalleycoins.com/images/misc/mapquest_logo.gif&imgrefurl=http://www.colonialvalleycoins.com/directions.html&h=59&w=250&sz=3&hl=en&start=4&um=1&tbnid=KaZabhRr-BeetM:&tbnh=26&tbnw=111&prev=/images?q=mapquest+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB&sa=N

http://www.google.com/imgres?imgurl=http://kamfamily.files.wordpress.com/2008/02/myspace_logo.jpg&imgrefurl=http://kamfamily.wordpress.com/socialnetworks/&h=483&w=2303&sz=125&tbnid=0wtMrcnKQ0sJ::&tbnh=31&tbnw=150&prev=/images?q=myspace+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://bp3.blogger.com/_QseH-QYr-Kk/RpPVKDSSK4I/AAAAAAAAED4/AvZu8BD4Fo0/s400/tmz_logo_screen.gif&imgrefurl=http://carey2.blogspot.com/2007_07_08_archive.html&h=130&w=300&sz=3&hl=en&start=3&um=1&tbnid=julkrPh4WtZJ6M:&tbnh=50&tbnw=116&prev=/images?q=tmz+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://blog.wired.com/games/images/2007/12/04/cnet_logo182.jpg&imgrefurl=http://blog.wired.com/games/2007/12/04/index.html&h=174&w=182&sz=9&hl=en&start=11&um=1&tbnid=N9xtYbwD64AMPM:&tbnh=97&tbnw=101&prev=/images?q=%22cnet%22+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://covers.magazine-agent.com/images/image.aspx?i=ML2335.gif&h=80&imgrefurl=http://www.magazine-agent.mag-sub.info/gamepro/magazine&h=80&w=275&sz=7&hl=en&start=2&um=1&tbnid=FbxxQ2KBbFRrKM:&tbnh=33&tbnw=114&prev=/images?q=gamepro+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://citysbest.aol.com/statics/img300408/citysbest-logo-medium.jpg&imgrefurl=http://sacredchow.blogspot.com/2008/05/vote.html&h=201&w=180&sz=12&hl=en&start=14&um=1&tbnid=Cds9hBVYFZE1lM:&tbnh=104&tbnw=93&prev=/images?q=%22city's+best%22+logo+aol&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://www.friendster.com/

http://www.wayn.com/wayn.html

http://images.google.com/imgres?imgurl=http://www.hi5networks.com/media/hi5logo_300dpi_3300x2550.png&imgrefurl=http://www.hi5networks.com/gallery.html&h=2550&w=3300&sz=95&hl=en&start=3&um=1&tbnid=Xxcc-CSqYAkGTM:&tbnh=116&tbnw=150&prev=/images?q=hi5+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://cdn.myxertones.com/images/myxer-logo-header.gif&imgrefurl=http://www.myxertones.com/explore/tag/Send%20this%20ringtone%20to%20my%20mobile%20phone%20with%20MyxerTo/&h=93&w=240&sz=8&hl=en&start=2&um=1&tbnid=dv1cbPYoCBjVoM:&tbnh=43&tbnw=110&prev=/images?q=myxer+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7SKPB

End of the Beginning

• Operator-centric world • Slow networks • Expensive data plans• Phones with limited capabilities • Advertising very limited• Push marketing dominates• Specialist Wapsites

2005-2007 AdMob, Inc. Confidential & Proprietary

ZagMe


Major strides forward in 2008/9

• Openness• High speed networks • Affordable data plans • Rise of Smartphones• Browser and Apps usage• Pull advertising dominates• Publisher Brands and Apps


Then and Now

Then and Now

Twitter!

Evolution of Mobile Advertising


2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 |2008 |2009 |2010 |2011

Revolution

But it’s not all about ad formats...

Better Information

Experience

Measurement

Scale


www.admob.com/metrics

Standards

Targeting

Client Recognition + Rise of Brands

Apps!

Thinking Global

Questions?

Russell BuckleyVice President Global Alliances, AdMob

Chairman Emeritus, MMAemail [email protected]

twitter @russellbuckleyblog: www.mobhappy.comwww.admob.com/metrics

mailto:[email protected]

http://www.mobhappy.com/

Sherwin-Williams ColorSnap App Case Study

August 7, 2009

2009 AdMob, Inc. Confidential & Proprietary

http://www.resource.com/ri/index.jsp

About ColorSnap – An Innovative Brand Extension

ColorSnap App Launch Page I took a picture of a NY Taxi as my color inspiration

I touched the image of the taxi - the app identifies the color and let’s you “touch to view your palette”


Using ColorSnap

Based on the yellow color I selected from the image, the app suggests a color palette with paint shades

I touched the color palette to learn more about the paint colors

The app also has a store locator feature


AdMob Ads Drove Downloads in a Burst Campaign

Sherwin Williams Ad on Flixster App in the AdMob network

Sherwin-Williams Page in the App Store

Installing the Sherwin Williams App


• Burst Campaign Spend: $15K in two days• AdMob Action: App Store CPC text ads

targeting AdMob’s US iPhone Network• >11.9 million impressions• >129,000 clicks• >1.08% CTR• Daily Downloads increased >500%• Rank boosted from #70 to #18 in category

Campaign Recap


Advertising

Campaign Increased Daily Downloads 5X


Day 1 Day 2

Day 2: 533% increase in downloads over previous week’s average

Source: Sherwin-Williams

Organic Downloads based on

being highly ranked and

discoverable

Day 1: 392% increase in downloads over previous week’s average

Increased Rank from #70 to #18 in Utilities Category


Day 1 Day 2

#43

#22 #18

#70 Advertising

#18#26#21

Source: iTunes

Creative Performance


Creative Impressions Clicks CTR

621,450

11,096 1.79%

2,822,277

31,982 1.13%

958,909

10,583 1.10%

2,255,091

27,457 1.22%

639,550

6,339 0.99%

2,460,120

17,650 0.72%

1,101,225

11,631 1.06%

1,137,087

12,302 1.08%

Campaign Totals

11,995,709

129,040 1.08%

Documents

Russel Buckley