The Publisher Toolbox
Archie O’Connor, VP of Business Development North America
Housekeeping
Introductions
#PublisherToolbox
Questions
Presentation
About Me
VP Business
Development, North
America
Former Head of BD,
inmobi
Entire career solving the
pain points of content...
THE FIVE ESSENTIALS
FOR THE PUBLISHER TOOLBOX
Strategic Advertising Can:
Monetize majority of users
Increase revenue
Offer benefit-driven user
experience
Drive engageme...
6
But how?
7
1. Native
“Native ads drive 53%
more visibility with
consumers, and 18% more
likelihood to influence
purchasing decision.
”
Native Ad Benefits
Contextual, relevant
Natural, intuitive
Non-compromising
Higher CPM/CPI
Hard to scale
Drawback
2. Actionable Data
Key Performance Indicators
The Basics
Impressions
CTR
Fill Rate
Conversions
Advanced
Geography
Unique visitors
Device
Demo...
3. Mode
“There is a direct
correlation between
the publisher eCPM
and the integration
method used.
”
Benefits of SDK
Higher eCPM
Non-manual
Enriched ad requests
Enhanced targeting
Complete control
Benefits of API
Rich media
Greater flexibility
Dynamic budget management
16
4. Integrations
Enhance Visibility & Optimization
Automated optimization
Mediation between network and partners
Real-time actionable insig...
Types of Integrations
Tracking solutions (AdX, HasOffers)
Real-time bidding (MoPub, MobClix, Mocean)
Analytics (Apsalar, A...
5. Testing
What [Ad Types]
20
Who [Targeting Users]
High-volume purchasers
Engaged users
Cross-promotion candidates
21
When [Timing]
Long sessions
Post premium conversion
Varying usage levels
HR
SET SET
MIN
Keep In Mind
23
Add to User Experience
Show quality and variety
Drive relevance
Don’t Annoy
Cap frequency
Filter out previ...
QUESTIONS?
24
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The 5 Essentials for the Publisher Toolbox

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This deck is from a webinar that we presented on July 16, 2013 titled The 5 Essentials for the Publisher Toolbox. With these 5 tools and tips in mind, your Publisher toolbox will equip you to scale your business and tackle monetization.

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  • Native ads are sponsored advertisements placed within the content of a publisher’s site or application.
  • IPG Media Lab
  • Publishers will give their users a more natural, intuitive ad format.A user experience that isn’t compromised by the advertiser but, in good ad executions, enhanced by it.The willingness of the advertiser to pay a higher CPM due to the increased effectiveness of the ad.The best native ads are customized for a given web publication and its audience, they become more difficult to produce and sell at scale.
  • WhatKPI’s drive a successful mobile monetization strategy
  • Industry-wide analysis clearly indicates a direct correlation between the publisher eCPM and the integration mode used. While SDK integration gives the best possible eCPMs, API integration lowers your chance of earning the best eCPMs on your traffic.
  • Quote on performance variability dependent on integration mode
  • The 5 Essentials for the Publisher Toolbox

    1. 1. The Publisher Toolbox Archie O’Connor, VP of Business Development North America
    2. 2. Housekeeping Introductions #PublisherToolbox Questions Presentation
    3. 3. About Me VP Business Development, North America Former Head of BD, inmobi Entire career solving the pain points of content publishers Developed the technology and royalty license for the first legal, free digital music serve Developed and holds several patents for numerous AdTech-based technologies
    4. 4. THE FIVE ESSENTIALS FOR THE PUBLISHER TOOLBOX
    5. 5. Strategic Advertising Can: Monetize majority of users Increase revenue Offer benefit-driven user experience Drive engagement 5
    6. 6. 6 But how?
    7. 7. 7 1. Native
    8. 8. “Native ads drive 53% more visibility with consumers, and 18% more likelihood to influence purchasing decision. ”
    9. 9. Native Ad Benefits Contextual, relevant Natural, intuitive Non-compromising Higher CPM/CPI Hard to scale Drawback
    10. 10. 2. Actionable Data
    11. 11. Key Performance Indicators The Basics Impressions CTR Fill Rate Conversions Advanced Geography Unique visitors Device Demographic eCPM Sourced traffic
    12. 12. 3. Mode
    13. 13. “There is a direct correlation between the publisher eCPM and the integration method used. ”
    14. 14. Benefits of SDK Higher eCPM Non-manual Enriched ad requests Enhanced targeting Complete control
    15. 15. Benefits of API Rich media Greater flexibility Dynamic budget management
    16. 16. 16 4. Integrations
    17. 17. Enhance Visibility & Optimization Automated optimization Mediation between network and partners Real-time actionable insights
    18. 18. Types of Integrations Tracking solutions (AdX, HasOffers) Real-time bidding (MoPub, MobClix, Mocean) Analytics (Apsalar, AdMobius, Onavo)
    19. 19. 5. Testing
    20. 20. What [Ad Types] 20
    21. 21. Who [Targeting Users] High-volume purchasers Engaged users Cross-promotion candidates 21
    22. 22. When [Timing] Long sessions Post premium conversion Varying usage levels HR SET SET MIN
    23. 23. Keep In Mind 23 Add to User Experience Show quality and variety Drive relevance Don’t Annoy Cap frequency Filter out previous purchases Be Transparent Clear privacy policy Easy opt-out
    24. 24. QUESTIONS? 24
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