Mobile Advertising: How We Got Here and What's Next? <br />2009 AdMob, Inc. Confidential & Proprietary<br />
©2009 AdMob, Inc. Confidential & Proprietary<br />AdMob Overview<br />Size and Scope  160+ billion impressions since launc...
©2009 AdMob, Inc. Confidential & Proprietary<br />The AdMob Network: Sample Publishers<br />Sample Premium Sites<br />Inno...
End of the Beginning<br />Operator-centric world <br />Slow networks <br />Expensive data plans<br />Phones with limited c...
ZagMe<br />2005-2007 AdMob, Inc. Confidential & Proprietary<br />
Major strides forward in 2008/9<br />Openness<br />High speed networks <br />Affordable data plans <br />Rise of Smartphon...
Then and Now<br />
Then and Now<br />
Twitter!<br />
Evolution of Mobile Advertising<br />©2009 AdMob, Inc. Confidential & Proprietary<br />2000 |2001 |2002 |2003 |2004 |2005 ...
Revolution<br />
But it’s not all about ad formats...<br />
Better Information<br />
Experience<br />
Measurement<br />
Scale<br />©2009 AdMob, Inc. Confidential & Proprietary<br />www.admob.com/metrics<br />
Standards<br />
Targeting<br />
Client Recognition + Rise of Brands<br />
Apps!<br />
Thinking Global<br />
Questions?<br />Russell Buckley<br />Vice President Global Alliances, AdMob<br />Chairman Emeritus, MMA<br />email russell...
Sherwin-Williams ColorSnap App Case Study<br />August 7, 2009<br />2009 AdMob, Inc. Confidential & Proprietary<br />
About ColorSnap – An Innovative Brand Extension<br />I took a picture of a NY Taxi as my color inspiration<br />ColorSnap ...
Using ColorSnap<br />Based on the yellow color I selected from the image, the app suggests a color palette with paint shad...
AdMob Ads Drove Downloads in a Burst Campaign<br />Sherwin Williams Ad on Flixster App in the AdMob network<br />Sherwin-W...
Campaign Recap<br />Burst Campaign Spend: $15K in two days<br />AdMob Action: App Store CPC text ads targeting AdMob’s US ...
Day 2: 533%increase in downloads over previous week’s average<br />Campaign Increased Daily Downloads 5X<br />Advertising<...
Increased Rank from #70 to #18 in Utilities Category<br />©2009 AdMob, Inc. Confidential & Proprietary<br />Day 2<br />Day...
Creative Performance<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
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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 of "Russel Buckley"

    1. 1. Mobile Advertising: How We Got Here and What's Next? <br />2009 AdMob, Inc. Confidential & Proprietary<br />
    2. 2. ©2009 AdMob, Inc. Confidential & Proprietary<br />AdMob Overview<br />Size and Scope 160+ billion impressions since launch<br /> 14+ billion ad requests a month in 160+ countries<br />Mobile Ad ProductsText Link & Graphical Banner ad units, unique iPhone ad units, Analytics<br />Partnerships11,000+ mobile sites,<br /> 4,000 iPhoneand Android applications <br />Company<br />Headquartered in San Mateo, <br /> Offices in NY, LA, Chicago, London, Munich, and Mumbai <br />
    3. 3. ©2009 AdMob, Inc. Confidential & Proprietary<br />The AdMob Network: Sample Publishers<br />Sample Premium Sites<br />Innovative Mobile Content<br />Fun For Mobile<br />
    4. 4. End of the Beginning<br />Operator-centric world <br />Slow networks <br />Expensive data plans<br />Phones with limited capabilities <br />Advertising very limited<br />Push marketing dominates<br />Specialist Wapsites<br />2005-2007 AdMob, Inc. Confidential & Proprietary<br />
    5. 5. ZagMe<br />2005-2007 AdMob, Inc. Confidential & Proprietary<br />
    6. 6. Major strides forward in 2008/9<br />Openness<br />High speed networks <br />Affordable data plans <br />Rise of Smartphones<br />Browser and Apps usage<br />Pull advertising dominates<br />Publisher Brands and Apps<br />2005-2007 AdMob, Inc. Confidential & Proprietary<br />
    7. 7. Then and Now<br />
    8. 8. Then and Now<br />
    9. 9. Twitter!<br />
    10. 10. Evolution of Mobile Advertising<br />©2009 AdMob, Inc. Confidential & Proprietary<br />2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 |2008 |2009 |2010 |2011 <br />
    11. 11. Revolution<br />
    12. 12. But it’s not all about ad formats...<br />
    13. 13. Better Information<br />
    14. 14. Experience<br />
    15. 15. Measurement<br />
    16. 16. Scale<br />©2009 AdMob, Inc. Confidential & Proprietary<br />www.admob.com/metrics<br />
    17. 17. Standards<br />
    18. 18. Targeting<br />
    19. 19. Client Recognition + Rise of Brands<br />
    20. 20. Apps!<br />
    21. 21. Thinking Global<br />
    22. 22. Questions?<br />Russell Buckley<br />Vice President Global Alliances, AdMob<br />Chairman Emeritus, MMA<br />email russell@admob.com<br />twitter @russellbuckley<br />blog: www.mobhappy.com<br />www.admob.com/metrics<br />
    23. 23. Sherwin-Williams ColorSnap App Case Study<br />August 7, 2009<br />2009 AdMob, Inc. Confidential & Proprietary<br />
    24. 24. About ColorSnap – An Innovative Brand Extension<br />I took a picture of a NY Taxi as my color inspiration<br />ColorSnap App Launch Page<br />I touched the image of the taxi - the app identifies the color and let’s you “touch to view your palette”<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
    25. 25. Using ColorSnap<br />Based on the yellow color I selected from the image, the app suggests a color palette with paint shades<br />I touched the color palette to learn more about the paint colors <br />The app also has a store locator feature<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
    26. 26. AdMob Ads Drove Downloads in a Burst Campaign<br />Sherwin Williams Ad on Flixster App in the AdMob network<br />Sherwin-Williams Page in the App Store<br />Installing the Sherwin Williams App<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
    27. 27. Campaign Recap<br />Burst Campaign Spend: $15K in two days<br />AdMob Action: App Store CPC text ads targeting AdMob’s US iPhone Network<br />>11.9 million impressions<br />>129,000 clicks<br />>1.08% CTR<br />Daily Downloads increased >500%<br />Rank boosted from #70 to #18 in category<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
    28. 28. Day 2: 533%increase in downloads over previous week’s average<br />Campaign Increased Daily Downloads 5X<br />Advertising<br />Organic Downloads based on being highly ranked and discoverable<br />Day 1: 392%increase in downloads over previous week’s average<br />Day 2<br />Day 1<br />©2009 AdMob, Inc. Confidential & Proprietary<br />Source: Sherwin-Williams<br />
    29. 29. Increased Rank from #70 to #18 in Utilities Category<br />©2009 AdMob, Inc. Confidential & Proprietary<br />Day 2<br />Day 1<br />#18<br />#18<br />#22<br />#21<br />#26<br />#43<br />#70<br />Advertising<br />Source: iTunes<br />
    30. 30. Creative Performance<br />©2009 AdMob, Inc. Confidential & Proprietary<br />
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