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MML - 2012 - Paul childs mm_live_october_2012_final

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  • 1. thesmarterbuying platform
  • 2. mobile rtbbasicsPaul Childs, Chief Marketing Officer and co-founder
  • 3. Introducing Adfonic• Access to 100 billion+ impressions per month • 100 mobile advertising experts• Average of 6000 campaigns per month • 7 international offices• 250 million mobile unique users per month London San Francisco New York Paris Munich Madrid Singapore
  • 4. Our achievements• National Business Awards 2012 Finalist: Small to Medium-Sized Business of the Year• Red Herring 2012 A Europe Top 100 Company• The Guardian Digital Innovation Awards 2012 Finalist: Best Startup Leader/CEO• Startups Awards 2011 Winner: Angel or VC backed Business of the Year Finalist: Mobile Business of the Year• Effective Mobile Marketing Awards 2011 Finalist: Most Effective Mobile Advertising Platform / Network• Mobile Entertainment Awards 2011 Finalist: Best Advertising Network• Growing Business Awards 2011 Finalist: Digital Innovator of the Year
  • 5. Benefits from an advertiser’s perspective1) Process improvements  Paperwork, price negotiation, trafficking2) Buyer efficiency  Advertisers pay market value3) Price control  Advertisers set the price they are willing to pay4) Instantaneous optimization  Changes effective immediately5) Transparency  Advertisers choose publishers
  • 6. Benefits from a demand platform perspective1) Price negotiation  Removed2) Inventory negotiation  Removed3) Traffic availability  Immediately4) Instantaneous optimization  Changes effective immediately5) Low human touch  Automation and algorithms
  • 7. Benefits from a publisher’s perspective1) Highest price (sometimes)  Competition for the same impressions  Coupled with retargeting and data  Price floors prevents low bidding tactics2) Sets market price for publisher inventory  Competitive demand3) More efficient use of inventory  Inventory not carved out into pots; no daisy chaining  All inventory is in effect “in play”4) Attractive option for non-premium inventory  Potential to sell out remnant inventory
  • 8. Data availabilityRTB versus Non-RTB 7x 3x Age Gender Source : Adfonic
  • 9. Click through ratesRTB versus Non-RTB2.50 On average, RTB delivered 59% higher CTR2.00 RTB1.501.00 Non-RTB0.50 June July August0.00 Source : Adfonic
  • 10. Common retargeting use cases today Acquisition  Do not show banners to users who have already installed the app Installed base  Target lapsed users to stimulate usage  Cross-promote other applications
  • 11. Possible top uses cases for retargeting1) Tap the best audiences  Align campaign with vertical usage2) Reduce media wastage  High propensity to click and convert3) Usage behaviour  Usage patterns uncover further data points4) Control exposure  Global frequency capping5) Socio-demographic  Mixing behaviour and socio-demographic data
  • 12. Retargeting : impact on pricing Predicted value for a travel ad Usage We have behaviour already exposed the user 3 times to ad Bid price Socio-demo Historical data, etc. Interest for travel Base propensity To click
  • 13. Transparency into … Pricing Publisher Brand safety Pricing levels App/site IAB categories Market price Private exchange Content Verification Tools Media costs URL known Margins Channels
  • 14. What data sets are available First party data e.g. publisher Second party data Third party data e.g. behavioural e.g. Blue Kai
  • 15. Inventory shifting quicklyMost SSPs/exchanges moving to RTB for at least some of their inventory RTB ad requests as share of quarterly total, Adfonic 2012 40% 35% 30% 25% 20% 15% 10% 5% 0% Q1 Q2 Q3
  • 16. Thank youPaul Childs, Chief Marketing Officer and co-founder