Mobile Display: How to Make Money Off of Such a Tiny Screen
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Mobile Display: How to Make Money Off of Such a Tiny Screen

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: RTB, DSP, Ad Networks, Ad Exchanges, SSP, Trading Desks, and more! Learn how to ...

This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: RTB, DSP, Ad Networks, Ad Exchanges, SSP, Trading Desks, and more! Learn how to navigate the tricky mobile display landscape and generate profits for you and your clients.

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Mobile Display: How to Make Money Off of Such a Tiny Screen Mobile Display: How to Make Money Off of Such a Tiny Screen Presentation Transcript

  • MOBILE DISPLAY: HOW TO MAKE MONEY OFF OF SUCH A TINY SCREEN RTB, DSP, AD NETWORKS, AD EXCHANGES, SSP, TRADING DESKS, AND MORE!
  • MOBILE: THE PROOF IS IN THE RESULTS
  • MOBILE ADVERTISING BIO ✔ Brett Kaufman VP, Mobile at DoublePositive (@DoublePositive) Formerly held leadership roles at PropellShops, Livescribe, The Branding Spot, Sprout, & Financial Content Purchased more than 2.5B impressions across CPC/CPM/CPV/CPA metrics. Twitter - @brettmkaufman
  • MOBILE ADVERTISING WHY MOBILE? WHY NOW? $8 Million U.S. mobile ad spending in 2013: $8 billion 75% $3.5 Billion Growth in 2013 U.S. mobile ad spending: 75% US mobile search ad spending estimated to top $3.5 billion in 2013 & and represent 18% of digital search ad spending.
  • MOBILE ADVERTISING ABSOLUTELY NUTTY USAGE RATES 25% EOY 2013 Mobile made up 15% of internet traffic in 2012, and is projected to be 25% of internet traffic by Q1 2014 Mobile phones will overtake PCs as the most common web access device worldwide by end of 2013 30% Mobile internet access accounts for 30% of all US internet access 5.1 Billion There are 6.8 billion people on the planet - 5.1 billion of them now own a cell phone.
  • MOBILE ADVERTISING DISPLAY TRENDS 4 Billion AdMob network recently exceeded 4 billion daily ad requests 40 Billion Up to 1.41% $1.31 CPM Millennial’s platform serves up 40 billion ad impressions per month and reaches 200 million people worldwide. MediaMind, mobile banners enjoyed clickthrough rates between 0.42% and 1.41% Ad rates are lower on mobile than on any other major media channel; while newspapers command $51 CPMs, TV $29 CPMs, and online $4.70 CPMs
  • MOBILE ADVERTISING TODAY’S FOCUS: DISPLAY Impression Input • • • • • • Display Search Email Push SMS Games • • • • • • Local Apps Social eCommerce Video Audio Actionable Output • • • Calls Leads Data • • • Downloads Social engagements Views
  • MOBILE ADVERTISING DEFINITIONS ✔ RTB ✔ DSP ✔ Trading Desk ✔ SSP ✔Ad Networks ✔ Ad Exchanges
  • RTB
  • MOBILE ADVERTISING RTB TIPS & TACTICS ✔ Don't treat mobile like online or over-integrate the channel. ✔Give RTB time. The systems need to learn, and it will require you to test and optimize your campaign. Patience is needed before making any big decisions. ✔ Leveraging location data via real-time bidding as well as basic targeting such as demographic and time of day. ✔ Don’t be so focused on CTR, there is more to life. ✔ Wrong bidding strategies.
  • MOBILE ADVERTISING RTB EXAMPLES
  • DSP
  • MOBILE ADVERTISING DSP TIPS & TACTICS ✔ How many and which RTB sources are they connected to? Does this include both App and Mobile web inventory? Is Mobile Rich Media included? ✔ What is the breadth of available targeting criteria? Is Geo-targeting possible? ✔ How do they optimize a campaign? What is their max query per second? What are the options for setting goal optimization targets? ✔ Does your platform have inbuilt brand safety functions? ✔ Can you host third party ad serving tags?
  • MOBILE ADVERTISING DSP EXAMPLES ✔ Media Math ✔Appnexus ✔Adsmobi ✔Lucid Media ✔ StrikeAd ✔ TapIt ✔ Turn ✔ [x+1] ✔ Fiksu ✔ Rocket Fuel ✔ Adfonic ✔ Triggit
  • AD NETWORKS
  • MOBILE ADVERTISING AD NETWORKS TIPS & TACTICS ✔ Don't leave your mobile visitor hanging. ✔ Don't combine with a desktop ads campaign. ✔ Understand the network basics: Blind, Premium Blind, and Premium. ✔ Consider the OS and screen size before designing and running your ads. ✔ Begin incorporating video into your mix.
  • MOBILE ADVERTISING AD NETWORKS EXAMPLES ✔ AdMob ✔ Mojiva ✔ iAds ✔ TodaCell ✔ InMobi ✔ Mdotm ✔ LeadBolt ✔ Aarki ✔ MassiveImpact ✔ Tapjoy ✔ Millennial Media ✔ Appia
  • AD EXCHANGES
  • MOBILE ADVERTISING AD EXCHANGES TIPS & TACTICS ✔ Native advertising ✔ Transparency to both advertisers and publishers ✔ Fewer wasted impressions through smart targeting ✔ Scalable reach with controlled frequency
  • MOBILE ADVERTISING AD EXCHANGES EXAMPLES ✔ DoubleClick ✔ PulsePoint ✔ OpenX ✔ Smaato ✔ Microsoft Advertising Exchange ✔Adcloud ✔ Right Media ✔ AppNexus ✔ Flurry ✔AdBroker
  • SSP
  • MOBILE ADVERTISING SSP TIPS & TACTICS ✔ Publishers need one platform that does it all and they want to avoid integrating 20 SDKs to achieve optimal global monetization for their apps. The mobile SSP does just that! ✔ Allows you to open up more verticals to procure demand in. ✔ A supply-side platform on the publisher side interfaces to an ad exchange, which in turn interfaces to a demand-side platform (DSP) on the advertiser side. ✔ This system allows advertisers to put online advertising before a selected target audience.
  • MOBILE ADVERTISING SSP EXAMPLES ✔ Admeld ✔AdMarvel ✔ PubMatic ✔ MoPub ✔ Rubicon Project ✔ 24/7 Media ✔ Improve Digital ✔ Burstly ✔ADTECH ✔AdIQuity
  • TRADING DESK
  • MOBILE ADVERTISING TRADING DESK TIPS & TACTICS ✔ Similar to a DSP, but at less markup. ✔ Can tie offline with online. ✔ Gives clients scale-buying leverage they otherwise wouldn't have in a pure real-time exchange model. ✔ Some position themselves as selling audiences and profiles more than just media.
  • MOBILE ADVERTISING TRADING DESK EXAMPLES ✔Cadreon ✔Impaqt ✔Varick Media ✔ Accuen ✔ iProspect ✔Vivaki
  • FINAL THOUGHTS
  • MOBILE ADVERTISING FINAL THOUGHTS ✔ Invest in rich media to increase your visibility - those exposed to the expandable banner were 25% more likely to remember the advertising than those who saw the static banners. ✔ Resize your expectation: accept the fact that search metrics and display metrics are different. ✔ALWAYS make action a part of your copy strategy. ✔ Understand what RTB, DSP and SSP are and what makes them different.
  • THANK YOU