Latest monetization trends & the power of realtime advertising

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The Mobile Advertising Expert

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WE BUILD TECHNOLOGIES TO ENABLE BUSINESSES TO LEVERAGE MOBILE ADVERTISING

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MOBILE MARKET WORTH ½ BILLION

Source: IAB / PwC UK Digital Adspend Study, Full Year 2012

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MOBILE STILL GROWS FAST


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MOBILE AS % OF DIGITAL


11.5%of total search

11.5%of total display

0.2%of total classifieds

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MARKET REVENUE SHARES

Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 & MAC Report vom BVDW/MAC

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MONETIZATION OPTIONS FOR PUBLISHERS

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TREND IN MOBILE DISPLAY: VIDEO


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AD FORMATS

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MORE EFFECTIVE: RICH MEDIA ADS


Rich Media Engagement Adby o2

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RICH MEDIA EFFECTIVENESS STUDY


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

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AD RECOGNITION INCREASED

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BRAND IMAGE INCREASED

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WHAT IS MOBILE RTB?

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BIGGEST ADVERTISERS IN RTB

Source: Rubicon, Private Marketplace EMEA ADvisory

17 Source: Rubicon, Private Marketplace EMEA ADvisory

RTB ≠ LOW eCPM

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ADVANTAGES FOR THE ADVERTISER

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DIVERSE REACH AT SCALE

3.000.000 PUBLISHERS

25.000.000.000IMPRESSIONS

150.000 REQUESTS PER SECOND

REACH / TRANSPARENCY

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ADVERTISING SOLUTIONSPREMIUM & PERFORMANCE PRODUCTS

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PERFORMANCE

APPDRIVE

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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

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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

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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

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SAMPLE OF RTB CAMPAIGN

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SOME PRACTICAL ADVICE

ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS

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CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE

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ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING

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ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE

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GO WITH THE MARKET STANDARDSSUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN

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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

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JANA SIEVERS

MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40

10999 BERLIN

[email protected]

+49 176 1500 3821

THANKS!35

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JANA SIEVERS

MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40

10999 BERLIN

[email protected]

+49 176 1500 3821

THANKS!36

Technology

Latest monetization trends & the power of realtime advertising