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dotMobi Digital Element - why mobile context matters MWC14

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How the intersection of web visitors' device type and connection type can be bring additional context to mobile and display advertising.

How the intersection of web visitors' device type and connection type can be bring additional context to mobile and display advertising.

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Transcript

  • 1. Why Mobile Context Matters: Using real-time contextual data to instantly engage consumers in a multi-screen, connected world
  • 2. What Is Mobile Context? IP Intelligence a digitalelement product Mobile Context Intelligence Device Intelligence
  • 3. How Much Traffic Is Mobile ? Retail websites, UK: 26th December 2013 • Mobile reached of traffic (up 42% on 2012) – 29.9% Smartphone, 28% tablet • iOS drove of all traffic, Android – Sales: 34.7% iOS, 9.8% Android. Source: IBM Benchmark Reports 2013 http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/boxingday.html
  • 4. How Much $ Is In Mobile?
  • 5. Evolution of the Device Landscape 2002 Portable OR Capable 2012 Portable AND Capable
  • 6. 2014, And We’re Just Getting Started… Wearables… Appliances… Automotive… Portable/ Capable, and Ubiquitous
  • 7. Diversity at Every Level in the Stack
  • 8. Multiple Connection Types…
  • 9. … Provided by Many Different Carriers
  • 10. Mobile Complexity Is Here To Stay Device Complexity • Screen Size • Capabilities • Operating Environments Connectivity Complexity • Wired/ Mobile / WiFi • Carrier • Location
  • 11. We Engage Differently In Different Environments
  • 12. Best Practice Example: Google.com Desktop iPhone JavaScript HTML Images Lumia 820 Blackberry Curve Page weight (kB) 0 200 400 600 800 1000 1200 1400 Source: http://prism.mobiforge.com/?url=google.com
  • 13. The Potential Rewards Some benefits of optimisation based on context: Fast page loading Minimised data plan impact Improved engagement Better network utilisation
  • 14. But How Do You Do That? Data Levers At Your Disposal: • Device Type • Connection Type − − − iPhone, Android, etc Operating Environment Screen Size − − − Wired / Mobile / WiFi Mobile Carrier Location (Language, Currency) Real-Time, Solicitation-Free, Privacy-Sensitive
  • 15. Mobile Context Intelligence, delivered + Real time actionable intelligence, right where you need it. • Compact footprint • Industry leading accuracy • Scalable, resilient, and fast.
  • 16. Case Studies 1. Mobile Publisher 2. Mobile Carrier 3. Mobile Commerce
  • 17. 1. Mobile Publisher Case Study Targeted Offer VS
  • 18. 1. Mobile Publisher Case Study Device Type OS / Screen Size Wired / Mobile / WiFi Mobile Carrier Country / Language
  • 19. 1. Mobile Publisher Case Study User Content Request REQUESTING DEVICES + Device Headers IP Address PUBLISHER WEB SERVER Knowledge of Device & Connection Type Ads Targeted by: - Device - Screen Size - Wired/Mobile/WiFi
  • 20. 2. Mobile Carrier Case Study
  • 21. 2. Mobile Carrier Case Study User Content Request REQUESTING DEVICES CARRIER WEB SERVER Device Headers IP Address + Knowledge of Device & Connection Type Targeted Content: - Device Type - Mobile Carrier
  • 22. 3. Mobile Commerce Case Study
  • 23. 3. Mobile Commerce Case Study + User Content Request REQUESTING DEVICES Device Headers IP Address MOBILE COMMERCE WEBSITE Knowledge of Device & Country Location Targeted Offerings - Local Currency - Local Language - Screen Size
  • 24. Example Analytics Applications Goal: Compare the quality of service delivered by different operators over time. Inputs: 600 Page load time (ms) 500 Carrier A 400 1. Device Type 2. Connection Type and Carrier 200 3. Connection Speed 100 300 Carrier B Carrier C Carrier D May-14 Jan-14 Sep-13 May-13 Jan-13 Sep-12 May-12 Jan-12 Sep-11 May-11 Jan-11 Sep-10 May-10 Jan-10 0
  • 25. Summary & Recommendations • Make the first impression count • Use real time data to your advantage • It’s a journey, not a destination • Get the foundations right.
  • 26. Q&A @DigitalElement @dotMobiOfficial Digital Element dotMobi
  • 27. How it works Visiting browser presents IP address as part of HTTP Headers Local lookup of IP Address via API provides Mobile Carrier if applicable.
  • 28. Different Contexts, Interfaces, Input Methods

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