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Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, Millennial Media will share practical tips to getting started with programmatic buying, and will illustrate how agencies, and their advertisers, can benefit from this shift to reach consumers precisely when and where it matters most – on their mobile device.
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Getting Started with Mobile
Programmatic Buying
50%+ of U.S. digital consumers engage on
both computers & mobile devices
74% of U.S. smartphone owners say they use
mobile location-based services
90% of U.S. smartphone users take pictures with
their phone’s camera
People moveBetween screens, places, and
moments
Mobile connects moments.As we move, advertising experiences should be native to our devices, platforms and moments. They should move with us.
150X People check their phone 150X per day.
Every 6 ½ min.
Smarter dataWe’re moving from scattered to sustained connectivity. Mobile data is telling a more fluid story that is more than measurable. It’s map-able.
Avg. Time Spent per Day Onlineby U.S. Adults by Device
Desktop Mobile + Tablet
2010 2011 2012 2013
3:22
3:25
U.S. Programmatic Display Ad Spending by Format (Desktop vs. Mobile)
Faster decisionsProgrammatic is streamlining the process of buying and selling mobile advertising. Real-time optimization. At the impression level.
2013 2017
Ad spend share by type
17% Non-programmatic31% Non-RTB Programmatic52% RTB
87%DESKTOP
201787%
2013
72%
2013
68%
88%
MOBILE
2017
88%
2017 TOTAL
Premium Programmatic
Data TransparencyTransparency at the impression level – device, publisher, audiences & location
InventoryPremium inventory only available programmatically via the MMX
ScaleAccess to more than 1 billion premium mobile impressions per day
MMX: Built for mobile
Premium Programmatic
ReachRamp campaigns quickly with access to billions of impressions/day and real-time optimizations
ResultsMobile-first algorithms enable highly-targeted campaigns that deliver
AudiencesLeverage your first-party data, or target precise audiences using data from more than 20 data partners
MMDSP: Scale on demand
DIY Approach
• Has (or is building) a relationship with DSP
• In-house programmatic expertise
• Wants fully-transparent buy
Getting Started with Mobile Programmatic
Managed Service
• New to programmatic• Believe in the value of RTB• Do not have the resources to
execute programmatic buys• May need strategic or
creative support
Which option is right for you?
Ocean Spray Drives Awareness for New Diet Line with Engaging Mobile Creative
“Ocean Spray is one of the most iconic beverage brands in the country, and our goal was to create similar fanfare for our ‘Diet’ line.
The campaign proved successful with an incredible ad unit expansion rate of 15.65% and an average of 12.7 seconds spent within the ad which exceeded our expectations.
By reaching our core consumers on-the-go, we positively strengthened their relationship with our brand and reached them at times when they were more likely to purchase the product.”
Christina Lynch, Senior Marketing Manager, Ocean Spray
Enterprise Rent-A-Car Captures On-the-Go Travelers with Mobile
“Knowing our customers is a top priority at Enterprise Rent-A-Car, and helps us continue to be a leader in customer service.
Beyond the ability to deliver an engaging, utility-focused campaign, we received real insights into the customers we reached.
This knowledge ensures we’re delivering to the right customer, with the right message, at the right time.”
Enterprise Rent-A-Car
And we do it at scale.We deliver.
500MM+Monthly unique worldwide users
170MM+Monthly unique
U.S. users
49,000+More than 49k apps
8,500+More than
8.5k devices
52MM+cross-screen users alone
ThankYou谢谢 Merci Danke ありがとう
Julienne ThompsonVice President, Programmatic
M: 443.681.6210E: [email protected]