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Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
Russel Buckley
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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
  • Transcript

    • 1. Mobile Advertising: How We Got Here and What's Next?
      2009 AdMob, Inc. Confidential & Proprietary
    • 2. ©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
    • 3. ©2009 AdMob, Inc. Confidential & Proprietary
      The AdMob Network: Sample Publishers
      Sample Premium Sites
      Innovative Mobile Content
      Fun For Mobile
    • 4. 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
    • 5. ZagMe
      2005-2007 AdMob, Inc. Confidential & Proprietary
    • 6. 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
    • 7. Then and Now
    • 8. Then and Now
    • 9. Twitter!
    • 10. Evolution of Mobile Advertising
      ©2009 AdMob, Inc. Confidential & Proprietary
      2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 |2008 |2009 |2010 |2011
    • 11. Revolution
    • 12. But it’s not all about ad formats...
    • 13. Better Information
    • 14. Experience
    • 15. Measurement
    • 16. Scale
      ©2009 AdMob, Inc. Confidential & Proprietary
      www.admob.com/metrics
    • 17. Standards
    • 18. Targeting
    • 19. Client Recognition + Rise of Brands
    • 20. Apps!
    • 21. Thinking Global
    • 22. 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
    • 23. Sherwin-Williams ColorSnap App Case Study
      August 7, 2009
      2009 AdMob, Inc. Confidential & Proprietary
    • 24. 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
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. Creative Performance
      ©2009 AdMob, Inc. Confidential & Proprietary

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