Ad Mob Overview 06 08
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Ad Mob Overview 06 08

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Ad Mob Overview 06 08 Ad Mob Overview 06 08 Presentation Transcript

  • Examples 2005-2008 AdMob, Inc. Confidential & Proprietary AdMob
    • Size and Scope Leader >23 Billion ads / 160+ countries
    • US Scale > 1.4 Billion US impressions / month
    • US Reach
    • > 35% of US mobile web users
    • Global Scale
    • >3 Billion impressions / month worldwide
    • Mobile Ad Solution Performance & Brand Ad Units
    • Partnerships 4500+ mobile sites / premium publishers
    Why AdMob? 2005-2008 AdMob, Inc. Confidential & Proprietary
  • AdMob Advertiser Base 2005-2008 AdMob, Inc. Confidential & Proprietary Mobile Content Internet Retail Movies, TV & Games Autos Financial Consumer Products
  • The AdMob Network: Sample Publishers 2005-2008 AdMob, Inc. Confidential & Proprietary Innovative Mobile Content Sample Premium Sites
    • 4500+ Sites
    • 160+ countries
    Fun For Mobile
  • AdMob Monthly Page Views 2005-2008 AdMob, Inc. Confidential & Proprietary
  • The AdMob Platform 2005-2008 AdMob, Inc. Confidential & Proprietary Advertisers & Agencies Publishers & Carriers
  • CPC Text Ad Solution
    • Roust Self Serve Marketplace drives > 1.5 Billion ads served per month
    2005-2008 AdMob, Inc. Confidential & Proprietary AD: Watch Ford video on N80 Robust Self Serve Marketplace drives > 3 Billion ads served per month AD: Watch Ford video on N80
  • AdMob Service: Optimization & Reporting 2005-2008 AdMob, Inc. Confidential & Proprietary
    • Frequency Capping:
      • Keeps ads fresh
      • Maintains CTR
    • Breakdown of key statistics including:
    Optimization Reporting
    • Ongoing campaign monitoring and optimization
    • Comprehensive reporting on all campaign components
    • Impressions
    • Clicks
    • CTR
    Cutting-edge optimization technology & world class service
  • Use your existing tools to buy mobile 2005-2008 AdMob, Inc. Confidential & Proprietary AdMob gives you the flexibility to use atlas & DART DART
  • Examples Campaign Strategy Examples
  • Campaign Strategies 2005-2008 AdMob, Inc. Confidential & Proprietary Campaign Strategy Brand Focus Direct Response Lead Generation Click to Branded or Informational Landing Page Click to Call Click to Play Video Click to Listen to Personal Message Click to Capture Personal Information Click to Download a Promotional Ring tone, Wallpaper or Game
  • Click-to-Video & Buy DVD Now on Amazon.com 2005-2008 AdMob, Inc. Confidential & Proprietary CPM Banner Ad Branded Landing Page Click-to-Video Click to Buy Now
  • Click-to-Call & Information Capture: DIRECTV 2005-2008 AdMob, Inc. Confidential & Proprietary CPM Banner Ad Mobile Landing Page Click-to-Call Data Collection CPC Text Ad
  • Click-to-Video: Coca Cola 2005-2008 AdMob, Inc. Confidential & Proprietary CPM Banner Ad Branded Landing Page Handset Video Player Video: Coca Cola C2V Experience demo
  • Brand Promotion: adidas Superstar 2005-2008 AdMob, Inc. Confidential & Proprietary CPM Banner Ad Branded Landing Page Phone Number Capture
  • Build a Mobile Landing Page 2005-2008 AdMob, Inc. Confidential & Proprietary If you don’t have a mobile landing page for your campaign, AdMob can help you build one that achieves your campaign goals Partners:
  • Examples 2005-2008 AdMob, Inc. Confidential & Proprietary Network Demographics & Targeting
  • AdMob + MMetrics Primary Research
    • Methodology
    2005-2008 AdMob, Inc. Confidential & Proprietary
    • MMetrics provided design, sampling, benchmarking, analysis
    • Ran ads across network targeting US users. Even spread across day
    • Users were delivered survey pages developed and hosted by MMetrics
    • Survey Questions: Age, Gender, Race & Ethnicity, HHI & Education
    Results
    • > 3500 responses.
    • Top 25 sites = average of 120 responses
    • Only using data for sites with > 30
    • responses
    AdMob conducted the first on-phone primary demographic research study to power our targeting
  • AdMob Network Demographics 2005-2008 AdMob, Inc. Confidential & Proprietary AdMob Network delivers broad demographic distribution Ethnicity Gender Age * Note: Hispanic Origin has overlap with other “ethnicities”.
  • AdMob Marketplace Packaging 2005-2008 AdMob, Inc. Confidential & Proprietary Select AdMob Publishers AdMob’s network includes major media and the best of the mobile web
  • Targeting: Age / Gender Bundles 2005-2008 AdMob, Inc. Confidential & Proprietary A13-17 A18-34 A18-49 A18-24 F13-17 M18-34 M18-49 M13-17 F18-24 F18-34
  • Targeting: Sample Demographic Bundles 2005-2008 AdMob, Inc. Confidential & Proprietary Biz Traveler Male 18-49 $100K+ College Students Male & Female 18-24 Some College Sports Fanatics Male 18-49 Technophiles Male 18-34 $75K+ Digital natives All genders 13-24 HS & College Urban Influencers Male & Female 18-34 African American & Hispanic
  • AdMob Channel Demographics - Sports, News & Info
    • Leading content sites from across different media
    • 164 Million Impressions / Month US
    • Age: Overindexed 25-34 and 35-44.
    • Gender: Skews dramatically Male
    • Education: Overindexed on College Students
    • HHI: Overindexed on high HHI
    2005-2008 AdMob, Inc. Confidential & Proprietary Sample Sites Income Users < $25k 16% $25k - $50k 29% $50k - $75k 20% $75k - $100k 12% $100k+ 22% Ethnicity Users White 54% AA / Black 24% Asian 5% Other 16% Gender Users Male 92% Female 8% Age Users 13-17 1% 18-24 21% 25-34 41% 35-44 26% 45-54 9% 55+ 2% Hispanic Users Yes 14% No 86% Education Users HS 19% Some College 39% Assc Deg 9% Bach Deg 23% Grad Deg 10% Demographic Profiles
  • AdMob Channel Demographics - Communities
    • Innovative mobile-specific content
    • ~290 Million Impressions / Month US
    • Age: Heavily Overindexed 13-17. Overindexed 13-34.
    • Gender: Balanced Male / Female
    • Race / Ethnicity: Heavy African American & Hispanic
    2005-2008 AdMob, Inc. Confidential & Proprietary Sample Sites Income Users < $25k 59% $25k - $50k 27% $50k - $75k 9% $75k - $100k 3% $100k+ 2% Ethnicity Users White 42% AA / Black 31% Asian 3% Other 23% Gender Users Male 52% Female 48% Age Users 13-17 12% 18-24 35% 25-34 34% 35-44 14% 45-54 5% 55+ 1% Hispanic Users Yes 24% No 76% Education Users HS 54% Some College 33% Assc Deg 5% Bach Deg 4% Grad Deg 4%
  • AdMob Channel Demographics - Downloads
    • Mobile content
    • ~673 Million Impressions / Month US
    • Age: Heavily Overindexed 13-17. Overindexed 13-34.
    • Gender: Skews Female
    • Race / Ethnicity: Heavy African American
    2005-2008 AdMob, Inc. Confidential & Proprietary Sample Sites Income Users < $25k 54% $25k - $50k 31% $50k - $75k 9% $75k - $100k 2% $100k+ 3% Ethnicity Users White 33% AA / Black 41% Asian 4% Other 23% Gender Users Male 46% Female 54% Age Users 13-17 11% 18-24 32% 25-34 35% 35-44 14% 45-54 6% 55+ 1% Hispanic Users Yes 22% No 78% Education Users HS 50% Some College 34% Assc Deg 7% Bach Deg 5% Grad Deg 5%
  • AdMob Channel Demographics - Entertainment
    • Blend of popular interactive & engaging sites
    • 50 million impressions / month
    • Age: Skews Young, Overindexed 25-34 & 18-24
    • Gender: Skews Male
    2005-2008 AdMob, Inc. Confidential & Proprietary Sample Sites Income Users < $25k 50% $25k - $50k 30% $50k - $75k 8% $75k - $100k 5% $100k+ 6% Gender Users Male 58% Female 42% Age Users 13-17 9% 18-24 30% 25-34 36% 35-44 16% 45-54 7% 55+ 1% Education Users HS 46% Some College 34% Assc Deg 7% Bach Deg 6% Grad Deg 6%
  • AdMob Platform Targeting Capabilities
    • Country Market
    • Carrier
    • Device Manufacturer
    • Device Platform
    • Device Capabilities
    • Content Channel
    • Rich Targeting to Meet Advertiser Needs
    2005-2008 AdMob, Inc. Confidential & Proprietary Rich Targeting to Meet Advertiser Needs
  • Case Studies
  • Land Rover Case Study 2005-2008 AdMob, Inc. Confidential & Proprietary
    • Click-2-video: 88%
    • Click-2-call: 3%
    • Dealer locator: 9%
    50% of calls lasted >30 sec. 20% lasted >1 minute CPM Banner Ad CPC Text Ad Landing Page Activity Qualified Leads Goal Increase excitement about Range Rover Sport among target audience & Drive traffic to retailers to schedule test drives Result AdMob’s targeting solution allowed Land Rover to reach the affluent male demographic and engage them through a custom landing page delivering on both DR & Brand goals. 23% of those who clicked-thru to the landing page responded to at least one call to action. 88% watched the video, 3% used click-2-call, and 9% entered their zip code using the dealer locator module.
  • adidas “Basketball is a Brotherhood” Case Study 2005-2008 AdMob, Inc. Confidential & Proprietary Mobile out performed TV, Online, & In-store campaigns for efficiently driving opt-ins High % were repeat callers Click-2-Call Kevin Garnett (KG) functionality Goal To extend “Basketball is a Brotherhood” campaign to mobile for lead generation, brand engagement, and product discovery Result AdMob designed highly engaging campaign employing functionality well-suited for mobile: Click-2-Call pro basketball player Kevin Garnett (KG) & get KG to record a custom voicemail, video, pages for players’ shoes Mobile advertising = most efficient source of driving opt-ins
  • Coca-Cola Case Study 2005-2008 AdMob, Inc. Confidential & Proprietary 1.31% CTR and >130% play rate! Video: Coca Cola C2V Experience demo Goal Coca-Cola wanted to leverage web video assets for a global mobile ad. Result Coca-Cola reached users in 125 countries with 1.31% click-thru rate and a 130% ratio of plays to clicks. AdMob drove successful Mobile Video ad program using text / banner ads, AdMob landing pages, and industry first Click-to-Video capabilities.
  • Case Study: MTV Europe Music Awards 2005-2008 AdMob, Inc. Confidential & Proprietary 400% increase in downloads! MTV EMA Mobile Site Key campaign results 300% increase in traffic! Goal To promote the MTV Europe Music Awards (EMA) 2007 by driving traffic to MTV’s highly engaging mobile site including games, gossip, pictures and video Result MTV ran targeted text link ads on the AdMob network to reach European mobile users, changing the copy often to give people new reasons to click through to their mobile site AdMob mobile ad campaign increased visitors 300% from the previous year & increased downloads 400% CPC Text Ads Live gossip now from the MTV EMA’s Free video downloads – MTV EMA’s
  • Case Study: Terminix click-2-call Lead Generation 2005-2008 AdMob, Inc. Confidential & Proprietary Custom Mobile Landing Page Click-2-Call campaign results
    • Percent of total calls answered
    • Percent of total unique calls
    • Most popular call times
    • Most popular day for calling
    • Most popular week
    • Most popular originating state
    Goal
    • Performance based lead generation campaign that achieves two goals:
    • Generate leads: Get consumers to call to schedule an inspection
    • Promote the Terminix brand in the world’s largest mobile ad network
    Solution Results Text link and banner ads were placed throughout AdMob’s publisher network. The custom mobile landing page included Click-2-Call functionality enabling customers to immediately connect to Terminix’s call center and set up a home pest inspection. AdMob is now the single largest call generating partner for the Terminix brand (compared to both online and offline partners). CPC Text Ads Pests? FREE Terminix® Home Analysis Pest Problem? FREE Terminix® visit! FREE evaluation from Terminix® CPM Banner Ad
  • Summary
  • Mobile is a critical addition to any media plan 2005-2008 AdMob, Inc. Confidential & Proprietary
    • Always on person
    • Highly Engaging: CTRs 10x PC Internet
    • Rich Context: Place, Activity, Needs Driven
    • 40 Million Mobile Web Users (US)
    • 40% Year-Over-Year Growth
    • Research Shows Strong Brand Recall
    • Communications Device provides interactive marketing environment
    • Mobile web = mass market
  • AdMob Delivers Mobile Advertising 2005-2008 AdMob, Inc. Confidential & Proprietary
    • AdMob: Category leader in performance & brand
    • Targeted Scale: >3 Billion ads per month
    • >35% Reach of US Mobile Web Users
    • Strength in content: CBS, Accuweather, Maxim, & 4500+ innovative sites
    • Turnkey process: delivery, mobile site, optimization, reporting
  • Jason Spero Vice President, Marketing [email_address] www.admob.com