How Smartphones Changed the DNA of Advertising! A series of metaphors to explain the change from display based advertising to performance based advertising approaches. Almost completely being on Mobile devices. Roughly 4 billion in the World within 5 years! And of course, the change to real-time, last-minute and performance-based models for advertisers; especially as consumers globally change their ways of seeing ads and shopping! The dinosaurs need an upgrade to enjoy this 200 billion dollar industry. Nothing to be afraid of though...

1. Jurassic World! How smartphones
altered the DNA of Advertising.
@ColinMiles VP, InternetQ / Minimob

2. @InternetQ @ColinMiles
The story so far...

3. @InternetQ @ColinMiles
The Hero!

4. @InternetQ @ColinMiles
How scary is this?
…no not this…

5. @InternetQ @ColinMiles
Scary Big!

6. @InternetQ @ColinMiles
Scary Bad!
“The first rule of phone club, is
that there is no phone club!”

7. @InternetQ @ColinMiles
US$1 billion MOVIE within two weeks!
US$3.75 billion MOBILE AD SPEND in one week!
Scary Good!

8. @InternetQ @ColinMiles
[$195] Billion dollar baby!

9. @InternetQ @ColinMiles
“Half or more of the
paid online display
advertisements that ad
networks, media buyers,
and ad agencies have
knowingly been selling
to clients over the
years have never
appeared in front of live
human beings.”
Extinction Event? Death of Display.

10. @InternetQ @ColinMiles
“I'll bet that within 10
years we'll look back at
banner ads, and perhaps
most interruptive
advertising, as a quaint
artefact of yesteryear.
Interruption is an
annoyance, and the fight
to win smartphone and
subscription dollars is
both destroying the past
and creating a new
future.
I can't wait.”
Bob Gilbreath, co-founder and
president of Ahalogy.
Extinction Event? Death of Display.

11. @InternetQ @ColinMiles

12. @InternetQ @ColinMiles

13. @InternetQ @ColinMiles

14. @InternetQ @ColinMiles
Jurassi
c
World!

15. @InternetQ @ColinMiles
Minimob Park!
Demand Supply
DSP / Ad
Networks
App Publishers
MNOs
Brands
InternetQ
Services
SSP / Ad
Exchanges
App
Publishers
App
Developers
Mobile Sites
Ad Networks
Own Supply
Real-Time Bidding
Campaign Optimization

16. @InternetQ @ColinMiles
SDK installs by country
United States 15.0%
Brazil 6.6%
Mexico 6.5%
India 4.8%
Germany 3.5%
Italy 3.2%
Thailand 2.8%
Philippines 2.5%
Russian Federation 2.4%
South Korea 2.3%
Campaigns by Source
Top Countries
22%
27%
11% 9%
15% 16%
Entertainment Games Live Wallpapers Personalization Utilities Other
App Distribution by Category
38 35
43
47
55
59
€0.98 €0.93 €1.01 €1.05 €1.04 €1.11
Jul Aug Sep Oct Nov Dec
Active SDK (million) eCPM (€)
eCPM & Active SDK
19%
13%
68%
Operators
Brands (Direct)
Ad Networks
Campaigns per month
2144
1717
2257
2437
2602 2583
Jul Aug Sep Oct Nov Dec
Campaigns
Performance Models

17. @InternetQ @ColinMiles

18. @InternetQ @ColinMiles
Performance-RTB-DNA

19. @InternetQ @ColinMiles

20. @InternetQ @ColinMiles
Food For Thought?
3,000 orders
per day!
93,000 pizzas
per month!

21. @InternetQ @ColinMiles
Changing Times for the business of App distribution & marketing!
1. Non-incent (CPI)
2. Incent (CPI)
3. Soft Incent (CPI)
4. CPE (Engagement)
5. Dynamic CPI (with post install event tracking optimizing in real time
towards the KPI)?
6. Hybrid CPI (with post install event tracking optimizing in real time
towards ‘progressive’ KPI)
7. Cost per acquisition (CPA), EG: registration, order etc…
Performance
Payouts?

22. @InternetQ @ColinMiles
Always a
bigger
fish!

23. @InternetQ @ColinMiles
Welcome!
(Behind You!)