Addictive Mobility's Presentation from the 2015 IAB Canada Engage Event. http://addictivemobility.com

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Naveed Ahmad - CEO
MAR. 2015
TARGETING
TODAY’S MOBILE CONSUMER

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ABOUT US
2010
Toronto, Canada
Vancouver, Dubai, London
Founded
Head office
Satellite Offices Worked with!
250+ of the Fortune!
500 Brands
Access to global!
In-App inventory
Specialization within !
the In-App!
Advertising
Consistently!
Outperform!
Industry performance!
benchmarks
Proprietary!
state of the art
technology platform
OUR DIFFERENTIATIONS
TARGETING
• App Retargeting
• Geo targeting & Geo Retargeting
• Gender and Age targeting
• Audience Behavior profiling.
Enhanced In App targeting methodologies
BUSINESS INTELLIGENCE
• Comprehensive Real Time Reporting Dashboard
• Measuring user engagement beyond CTR metrics
• Leveraging Data visualization tools to provide campaign insights
Transforming ‘Mobile Data’ into relevant data based on KPIs
CREATIVE
• Develop cutting edge Mobile Rich Media execution to ensure client engagement
• Deliver all mobile ad creative formats ( Video, Rich Media, Native Ads,etc )
• Provide creative analytics and advisory for mobile first execution
Transitioning Brands to a 'Mobile First' creative execution

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NO MAGIC BULLET, OR ONE SIZE FITS ALL FOR DIGITAL ANYMORE
The digital budgets are too big, the mindset has clearly shifted and
the innovations are fast and furious.

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BRAND DOLLARS ARE NOW BEING CHASED IN ALL DIFFERENT WAYS
BRAND
$
We are not saying that these Large players are not critical to a media buy, what we are saying that technology allows less dependence on
your Frenemy and transitions you the agency from not just media buying but to an innovation specialist for your Brand.
SOCIAL PLATFORMS
MEDIA AGENCIES
SAAS PLATFORMS
DIGITAL CONSULTANTS

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http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4
MOBILE USERS ARE EXCEEDING DESKTOP USERS ON THE WEB

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MORE DETERMINISTIC DATA IN APP THAN MOBILE WEB
APP
DIFFERENT DNA
description Data Inapp (%) Mweb (%)
application bundle or package name (e.g., com.foo.mygame). This is intended to be a unique ID
across multiple exchange
app_bundle (== site_domain) 90.66 87.76
IAB categories category 99.98 100
app or site id id 100 100
app name app_name 100 100
publisher object publisher 100 100
For QAG 1.5 compliance, an app store URL for an installed app should be passed in the bid request. app_storeurl 50.04 0
version of the app app_ver 82.87 0
blocked top- level domains of advertisers. For example, {“company1.com”, “company2.com”}. badv 70.83 33.03
devices carrier device_carrier 68.71 0.02
do not track info device_dnt 52.91 0.07
unique device id device_dpidmd5 52.91 0
unique device id device_dpidsha1 98.05 0.06
device info extensions (provided by the exchange if it has extra info) device_ext 51.95 4.99
language setting on the device device_language 87.15 97.15
device make (e.g., “Apple”) device_make 75.41 48.75
device model (e.g., “iPhone”). device_model 75.41 48.75
device operating system (e.g., “iOS”). device_os 99.93 94.81
device operating system version (e.g., “3.1.2”) device_osv 99.93 94.81
apples unique id for advertisers ext_idfa 51.2 0
city geo_city 99.63 99.96
GPS latitude geo_lat 41.8 0.99
GPS longitude geo_lon 41.8 0.99
province, state, etc geo_region 87.31 82.7
zip code geo_zip 36.65 32.4
domain of the site, used for advertiser side blocking. For example, “foo.com”. site_domain (== app_bundle) 90.66 87.76
object containing user information: user 24.83 87.76
male or female user_gender 7.55 0
comma separated list of keywords of consumer interests or intent. user_keywords 24.25 87.76
year of birth of the user user_yob 6.81 0
WEB

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http://marketingland.com/study-despite-time-spent-apps-win-mobile-web-just-important-114407
Time spent by category : Browser vs. Application October 2014, All smartphones.
Source: comScore data via IAB
ALMOST 90% OF MOBILE INTERNET TIME IS SPENT IN APPS

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http://www.forbes.com/sites/roberthof/2014/08/27/study-mobile-ads-actually-do-work-especially-in-apps/
MOBILE APPS VS.MOBILE WEB
http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4

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DELIVER THE RIGHT MESSAGE
AT THE RIGHT TIME TO THE RIGHT AUDIENCE IN-APP

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• Only 17% of first party app data contains gender
• However, the majority of apps have unique gender distributions
• Employing a complex algorithm to cleanse the data set, 70-80%
consistent accuracy can be achieved
GENDER TARGETING

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AGE TARGETING
• Apps do show distinct age groupings
• Similar to Gender targeting, age is difficult to tie to any device that is
shared
• Based on the pattern of app usage combined with first-party data,
accuracy increases from 5% to 45%

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• Online behaviour can usually only identify the site before and immediately
after a user interacts
• Using the device IDs to identify which ads were served to the same
device on different apps, a profile can be built
• By grouping IAB categories in 26 main interests, apps can be bucketed to
reveal a pattern of usage
• Segmenting the data allows users to be grouped within those patterns,
resulting in a precise audience model
• Profiles are built around app usage, time spent on apps, day parts with
high activity, and engagement with advertising
BEHAVIOURAL TARGETING

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GEO TARGETING
13
Scale
Precision
Beacon
IP Address
Cell Tower
Triangulation
GPS
According to one of the largest
mobile SSP 45%
of all global in-app GPS data is
accurate.

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TRUE TARGET REAL-TIME OPTIMIZATION
MACHINE
LEARNING
DATA
ENGAGEMENT
TIMELOCATION
INTEREST
51,986,365
Bytes per second
In-App audience profiles are built using a combination of both
probabilistic data (referenced data) as well as deterministic data
(known data or 1st party data).
APP ENGAGEMENT
USER INTEREST AD SERVEDSOCIAL BEHAVIOURAL TARGETING

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THERE WILL BE A STRONGER
COLLABORATIVE EFFORT BETWEEN THE BRANDS, AGENCIES AND
VENDORS

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As m-commerce and mobile store fronts become a focus for Global Brands, Brand mobile applications have become a key strategic
initiative.
The challenge today for mobile applications is to remain `top of mind' with their consumers.
In-App Retargeting provides the solution for these brands to re-engage these consumers in a subtle and non-obtrusive manner.
RE-TARGETING
In-App!
RE-TARGETING
+
BRAND
APP
PROXIMITY
TARGETING
BRAND APP

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AUDIENCE EXTENSION
+
Your customers have many apps on their phone.
Embedding Addictive Re-Targeting tag in your app to improve targeting.
BRAND
APP
Advertisers are spending millions of dollars to re-vamp their CRM to
create a real-time, meaningful message.
Data Analytics
E-commerce
CMO CIO
Marketing
comm.
Agency
Vendor
+
Next Best Action

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RE-TARGET YOUR ADS ON THE APPS YOUR CUSTOMERS ARE USING
CUSTOMERS
INTENT
RE-TARGETING

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DATA DRIVEN CREATIVITY
WILL CREATE A LASTING IMPRESSION

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EVOLUTION OF CREATIVE AD FORMATS

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NATIVE Ads
• BI Intelligence forecasts native ad spend to hit $7.9 billion
this year (a 69% increase from 2013) and reach $21 billion by
2018
• In a study by IPG Media Labs and Share-through, subjects
were 25% more likely to look at a native ad than they were
at a banner. Consumers also looked at native ads 53% more
frequently
Source: http://www.mediapost.com/publications/article/245070/why-native-advertising-is-a-no-brainer-for-publish.html

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• Performs best in driving user engagement and time spent
interacting with the brand.
!
• Ad engagement remains in-app, creating a seamless user
experience and endorses positive brand recognition.
RICH MEDIA EXPANDABLE / INTERSTITIALS

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• Video has made big inroads into our lives in 2014 and brands
such as John Lewis have fully grasped its potential by
creating the fantastic #MontyThePenguin Christmas ad that
had UK audiences talking for weeks
• Performs best in creating brand awareness and driving
brand engagement.
• 15 second videos see a higher completion rate than :30 or :
60 sec video
VIDEO Ads

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KEY TAKEAWAYS
• In-App inventory is dramatically different than online and mobile web
!
• Brand focused utility and loyalty apps will have significant traction moving forward
!
• Brands are investing heavily in combining their CRM data with Media Buying
!
• Technology specialization in mobile advertising is required
!
• Delivering the right messaging is as important as finding the right audience

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THANK YOU
@addictivelabs