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Latest monetization trends & the power of realtime advertising
 

Latest monetization trends & the power of realtime advertising

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Presented at the Israel Mobile Summit 2013

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

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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.

Latest monetization trends & the power of realtime advertising Latest monetization trends & the power of realtime advertising Presentation Transcript

  • 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 display 0.2% of total classifieds
  • 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 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 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.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 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 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 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 ADVERTISERS
  • 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 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 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 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 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 JANA SIEVERS MADVERTISE MOBILE ADVERTISING PAUL-LINCKE-UFER 39-40 10999 BERLIN JANA.SIEVERS@MADVERTISE.COM +49 176 1500 3821 THANKS!35
  • 36 JANA SIEVERS MADVERTISE MOBILE ADVERTISING PAUL-LINCKE-UFER 39-40 10999 BERLIN JANA.SIEVERS@MADVERTISE.COM +49 176 1500 3821 THANKS!36