0
1
The Mobile Advertising Expert
2
WE BUILD TECHNOLOGIES TO ENABLE BUSINESSES
TO LEVERAGE MOBILE ADVERTISING
3
MOBILE MARKET WORTH ½ BILLION
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
4
MOBILE STILL GROWS FAST
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
5
MOBILE AS % OF DIGITAL
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
11.5%
of total search
11.5%
of total d...
6
MARKET REVENUE SHARES
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 & MAC Report vom BVDW/MAC
7
MONETIZATION OPTIONS FOR PUBLISHERS
8
TREND IN MOBILE DISPLAY: VIDEO
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
9
AD FORMATS
10
MORE EFFECTIVE: RICH MEDIA ADS
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Rich Media Engagement Ad
by o2
11
RICH MEDIA EFFECTIVENESS STUDY
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Campaign:
o2 Rich Media Engag...
12
AD RECOGNITION INCREASED
13
BRAND IMAGE INCREASED
14
WHAT IS MOBILE RTB?
15
16
BIGGEST ADVERTISERS IN RTB
Source: Rubicon, Private Marketplace EMEA ADvisory
17 Source: Rubicon, Private Marketplace EMEA ADvisory
RTB ≠ LOW eCPM
18
ADVANTAGES FOR THE ADVERTISER
19
DIVERSE REACH AT SCALE
3.000.000
PUBLISHERS
25.000.000.000
IMPRESSIONS
150.000
REQUESTS
PER SECOND
REACH / TRANSPARENCY
20
ADVERTISING SOLUTIONS
PREMIUM & PERFORMANCE PRODUCTS
21
PERFORMANCE
APPDRIVE
22
Big Data Refining
OPERATOR DATA
USER RETARGETING
Vodafone, Telefonica, Turkcell
3RD PARTY DATA
Bluekai, Quantcast, nugg...
23
madRDE – REAL-TIME DECISION ENGINE
REAL-TIME SCIENCESELF LEARNING MACHINE
> Cutting-edge research
> Sophisticated mobil...
24
CASE: effect of madRDE
Campaign:
Online Food Delivery Service
Goal:
Generate downloads for f iPhone app
Method:
madRDE ...
25
SAMPLE OF RTB CAMPAIGN
26
SAMPLE OF RTB CAMPAIGN
27
SAMPLE OF RTB CAMPAIGN
28
SAMPLE OF RTB CAMPAIGN
29
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
30
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
31
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
32
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
33
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
34
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APP
POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVER...
35
JANA SIEVERS
MADVERTISE MOBILE ADVERTISING
PAUL-LINCKE-UFER 39-40
10999 BERLIN
JANA.SIEVERS@MADVERTISE.COM
+49 176 1500...
36
JANA SIEVERS
MADVERTISE MOBILE ADVERTISING
PAUL-LINCKE-UFER 39-40
10999 BERLIN
JANA.SIEVERS@MADVERTISE.COM
+49 176 1500...
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Latest monetization trends & the power of realtime advertising

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Presented at the Israel Mobile Summit 2013
http://www.israelmobilesummit.com

Published in: Technology, Business
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  • Notes Reach: deeply integrated with largest adNetworks around the globe – Transparency: Whitelisting of publishers, publisher vetting for non-violent content, independent tracking Technology: Independent self engeneered ad serving technology, US data center for low latencies Premium: Rich Media, Pre-Rolls, premium verticals, whitelisting, audience targeting
  • Notes Reach: deeply integrated with largest adNetworks around the globe – Transparency: Whitelisting of publishers, publisher vetting for non-violent content, independent tracking Technology: Independent self engeneered ad serving technology, US data center for low latencies Premium: Rich Media, Pre-Rolls, premium verticals, whitelisting, audience targeting
  • 62m Euros in DE
  • 62m Euros in DE
  • http://www.localytics.com/blog/2013/app-monetization-options-and-best-practices-whiteboard-wednesday/
  • 62m Euros in DE
  • 62m Euros in DE
  • 62m Euros in DE
  • 62m Euros in DE
  • 62m Euros in DE
  • Notes Reach: deeply integrated with largest adNetworks around the globe – Transparency: Whitelisting of publishers, publisher vetting for non-violent content, independent tracking Technology: Independent self engeneered ad serving technology, US data center for low latencies Premium: Rich Media, Pre-Rolls, premium verticals, whitelisting, audience targeting
  • Notes Reach: deeply integrated with largest adNetworks around the globe – Transparency: Whitelisting of publishers, publisher vetting for non-violent content, independent tracking Technology: Independent self engeneered ad serving technology, US data center for low latencies Premium: Rich Media, Pre-Rolls, premium verticals, whitelisting, audience targeting
  • Notes Reach: deeply integrated with largest adNetworks around the globe – Transparency: Whitelisting of publishers, publisher vetting for non-violent content, independent tracking Technology: Independent self engeneered ad serving technology, US data center for low latencies Premium: Rich Media, Pre-Rolls, premium verticals, whitelisting, audience targeting
  • Ideal to gain budgets from e-commerce market APPDRIVE is a product with clear performance KPI's, it's very easy to understand for performance advertisers. This made it possible for us to already get budget from most big e-commerce players of the Turkish market.
  • Transcript of "Latest monetization trends & the power of realtime advertising"

    1. 1. 1 The Mobile Advertising Expert
    2. 2. 2 WE BUILD TECHNOLOGIES TO ENABLE BUSINESSES TO LEVERAGE MOBILE ADVERTISING
    3. 3. 3 MOBILE MARKET WORTH ½ BILLION Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
    4. 4. 4 MOBILE STILL GROWS FAST Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
    5. 5. 5 MOBILE AS % OF DIGITAL Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 11.5% of total search 11.5% of total display 0.2% of total classifieds
    6. 6. 6 MARKET REVENUE SHARES Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 & MAC Report vom BVDW/MAC
    7. 7. 7 MONETIZATION OPTIONS FOR PUBLISHERS
    8. 8. 8 TREND IN MOBILE DISPLAY: VIDEO Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
    9. 9. 9 AD FORMATS
    10. 10. 10 MORE EFFECTIVE: RICH MEDIA ADS Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 Rich Media Engagement Ad by o2
    11. 11. 11 RICH MEDIA EFFECTIVENESS STUDY Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 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 = 347 campaign measurement: n = 417 Survey period: 13/07 to 16/08/2012 Recruitment advertising: MMA XL Banner & Rich Media Overlay
    12. 12. 12 AD RECOGNITION INCREASED
    13. 13. 13 BRAND IMAGE INCREASED
    14. 14. 14 WHAT IS MOBILE RTB?
    15. 15. 15
    16. 16. 16 BIGGEST ADVERTISERS IN RTB Source: Rubicon, Private Marketplace EMEA ADvisory
    17. 17. 17 Source: Rubicon, Private Marketplace EMEA ADvisory RTB ≠ LOW eCPM
    18. 18. 18 ADVANTAGES FOR THE ADVERTISER
    19. 19. 19 DIVERSE REACH AT SCALE 3.000.000 PUBLISHERS 25.000.000.000 IMPRESSIONS 150.000 REQUESTS PER SECOND REACH / TRANSPARENCY
    20. 20. 20 ADVERTISING SOLUTIONS PREMIUM & PERFORMANCE PRODUCTS
    21. 21. 21 PERFORMANCE APPDRIVE
    22. 22. 22 Big Data Refining OPERATOR DATA USER RETARGETING Vodafone, Telefonica, Turkcell 3RD PARTY DATA Bluekai, Quantcast, nugg.ad TRACKING PROVIDER AD-x, hasoffers, adeven CRM DATA Procter & 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
    23. 23. 23 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
    24. 24. 24 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
    25. 25. 25 SAMPLE OF RTB CAMPAIGN
    26. 26. 26 SAMPLE OF RTB CAMPAIGN
    27. 27. 27 SAMPLE OF RTB CAMPAIGN
    28. 28. 28 SAMPLE OF RTB CAMPAIGN
    29. 29. 29 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
    30. 30. 30 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS CAREFULLY PLACE THE BANNER AVOID ACCIDENTAL CLICKING  BOOST YOUR PERFORMANCE
    31. 31. 31 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS CAREFULLY PLACE THE BANNER AVOID ACCIDENTAL CLICKING  BOOST YOUR PERFORMANCE ENABLE ADDITIONAL INFORMATION ...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
    32. 32. 32 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS CAREFULLY PLACE THE BANNER AVOID ACCIDENTAL CLICKING  BOOST YOUR PERFORMANCE ENABLE ADDITIONAL INFORMATION ...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING ALLOW RICH MEDIA MRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
    33. 33. 33 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS CAREFULLY PLACE THE BANNER AVOID ACCIDENTAL CLICKING  BOOST YOUR PERFORMANCE ENABLE ADDITIONAL INFORMATION ...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING ALLOW RICH MEDIA MRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE GO WITH THE MARKET STANDARDS SUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN
    34. 34. 34 SOME PRACTICAL ADVICE ENSURE QUALITY CONTENT IN YOUR APP POOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS CAREFULLY PLACE THE BANNER AVOID ACCIDENTAL CLICKING  BOOST YOUR PERFORMANCE ENABLE ADDITIONAL INFORMATION ...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING ALLOW RICH MEDIA MRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE GO WITH THE MARKET STANDARDS SUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN CHOOSE STRONG LOCAL PARTNERS TRAFFIC OPTIMIZATION IS KEY FOR EFFECTIVE MONETIZATION
    35. 35. 35 JANA SIEVERS MADVERTISE MOBILE ADVERTISING PAUL-LINCKE-UFER 39-40 10999 BERLIN JANA.SIEVERS@MADVERTISE.COM +49 176 1500 3821 THANKS!35
    36. 36. 36 JANA SIEVERS MADVERTISE MOBILE ADVERTISING PAUL-LINCKE-UFER 39-40 10999 BERLIN JANA.SIEVERS@MADVERTISE.COM +49 176 1500 3821 THANKS!36
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