Russel Buckley
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  • Mobile Phase 1 is coming to a closeLet’s talk first about the underlying technologyOperator centric world which resulted in fragmentation of media worldSlow networks and expensive data plans held back the industry Phones did not deliver compelling user experiences Minimal user engagement
  • Mobile Phase 1 is coming to a closeLet’s talk first about the underlying technologyOperator centric world which resulted in fragmentation of media worldSlow networks and expensive data plans held back the industry Phones did not deliver compelling user experiences Minimal user engagement
  • We’ve seen incredible changes in the mobile industry in 2008 On the technology – Openness: shift from operator centric universe to media centric universe High speed networks and fixed rate data plans – removing barriers to consumer engagement on mobile Compelling new devices – iPhone, Samsung Instinct, RIM Bold
  • 1890 v 2009
  • But very rapid

Russel Buckley Russel Buckley Presentation Transcript

  • Mobile Advertising: How We Got Here and What's Next?
    2009 AdMob, Inc. Confidential & Proprietary
  • ©2009 AdMob, Inc. Confidential & Proprietary
    AdMob Overview
    Size and Scope 160+ billion impressions since launch
    14+ billion ad requests a month in 160+ countries
    Mobile Ad ProductsText Link & Graphical Banner ad units, unique iPhone ad units, Analytics
    Partnerships11,000+ mobile sites,
    4,000 iPhoneand Android applications
    Company
    Headquartered in San Mateo,
    Offices in NY, LA, Chicago, London, Munich, and Mumbai
  • ©2009 AdMob, Inc. Confidential & Proprietary
    The AdMob Network: Sample Publishers
    Sample Premium Sites
    Innovative Mobile Content
    Fun For Mobile
  • End of the Beginning
    Operator-centric world
    Slow networks
    Expensive data plans
    Phones with limited capabilities
    Advertising very limited
    Push marketing dominates
    Specialist Wapsites
    2005-2007 AdMob, Inc. Confidential & Proprietary
  • ZagMe
    2005-2007 AdMob, Inc. Confidential & Proprietary
  • Major strides forward in 2008/9
    Openness
    High speed networks
    Affordable data plans
    Rise of Smartphones
    Browser and Apps usage
    Pull advertising dominates
    Publisher Brands and Apps
    2005-2007 AdMob, Inc. Confidential & Proprietary
  • Then and Now
  • Then and Now
  • Twitter!
  • Evolution of Mobile Advertising
    ©2009 AdMob, Inc. Confidential & Proprietary
    2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 |2008 |2009 |2010 |2011
  • Revolution
  • But it’s not all about ad formats...
  • Better Information
  • Experience
  • Measurement
  • Scale
    ©2009 AdMob, Inc. Confidential & Proprietary
    www.admob.com/metrics
  • Standards
  • Targeting
  • Client Recognition + Rise of Brands
  • Apps!
  • Thinking Global
  • Questions?
    Russell Buckley
    Vice President Global Alliances, AdMob
    Chairman Emeritus, MMA
    email russell@admob.com
    twitter @russellbuckley
    blog: www.mobhappy.com
    www.admob.com/metrics
  • Sherwin-Williams ColorSnap App Case Study
    August 7, 2009
    2009 AdMob, Inc. Confidential & Proprietary
  • About ColorSnap – An Innovative Brand Extension
    I took a picture of a NY Taxi as my color inspiration
    ColorSnap App Launch Page
    I touched the image of the taxi - the app identifies the color and let’s you “touch to view your palette”
    ©2009 AdMob, Inc. Confidential & Proprietary
  • Using ColorSnap
    Based on the yellow color I selected from the image, the app suggests a color palette with paint shades
    I touched the color palette to learn more about the paint colors
    The app also has a store locator feature
    ©2009 AdMob, Inc. Confidential & Proprietary
  • AdMob Ads Drove Downloads in a Burst Campaign
    Sherwin Williams Ad on Flixster App in the AdMob network
    Sherwin-Williams Page in the App Store
    Installing the Sherwin Williams App
    ©2009 AdMob, Inc. Confidential & Proprietary
  • Campaign Recap
    Burst Campaign Spend: $15K in two days
    AdMob Action: App Store CPC text ads targeting AdMob’s US iPhone Network
    >11.9 million impressions
    >129,000 clicks
    >1.08% CTR
    Daily Downloads increased >500%
    Rank boosted from #70 to #18 in category
    ©2009 AdMob, Inc. Confidential & Proprietary
  • Day 2: 533%increase in downloads over previous week’s average
    Campaign Increased Daily Downloads 5X
    Advertising
    Organic Downloads based on being highly ranked and discoverable
    Day 1: 392%increase in downloads over previous week’s average
    Day 2
    Day 1
    ©2009 AdMob, Inc. Confidential & Proprietary
    Source: Sherwin-Williams
  • Increased Rank from #70 to #18 in Utilities Category
    ©2009 AdMob, Inc. Confidential & Proprietary
    Day 2
    Day 1
    #18
    #18
    #22
    #21
    #26
    #43
    #70
    Advertising
    Source: iTunes
  • Creative Performance
    ©2009 AdMob, Inc. Confidential & Proprietary