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White Nights 
Mobile Games Conference
St Petersburg
June 27 – 28 2013

Paul Childs
Vice President and 
General Manager EME...
MoPub gives publishers the tools to create a
successful mobile advertising business
§  Founded by ex-Admob and ex-Google
...
mobile RTB makes sense
Non-RTB / SSPs / mediation / ad networks	
  
Publishers/developers
Non-RTB /
SSPs /
mediation /
ad networks
Ad networks 1)...
Non-RTB model is broken for publishers	
  
Non-RTB model!
Use legacy data to optimize"
Too many manual overrides"
Inventor...
Non-RTB model is broken for advertisers	
  
Non-RTB model!
Price negotiation"
Inventory negotiation"
Delayed optimization"...
How RTB works
Ad requests"
Winning bid"
Bid requests"
Bids + ads"
Ad server /
RTB exchange
DSP n"
DSP 1"
DSP 2"
Auctions"
...
Mobile RTB
Publishers
Mobile RTB
Exchange
DSPs
+ 50 more …."
mobile RTB for publishers
MoPub Quarterly Insights Report:

Core demand trend metrics	
  
1)	
  Source	
  :	
  MoPub	
  Q1	
  2013	
  Quarterly	
  I...
MoPub Quarterly Insights Report:

Average monthly CPMs
1)	
  Source	
  :	
  MoPub	
  Q1	
  2013	
  Quarterly	
  Insights	
...
MoPub Quarterly Insights Report:

Average monthly CTRs	
  
1)	
  Source	
  :	
  MoPub	
  Q1	
  2013	
  Quarterly	
  Insigh...
MoPub Quarterly Insights Report:

Ad spend share	
  
1)	
  Source	
  :	
  MoPub	
  Q1	
  2013	
  Quarterly	
  Insights	
  ...
MoPub Quarterly Insights Report:

Rich media v static banners	
  
1)	
  Source	
  :	
  MoPub	
  Q1	
  2013	
  Quarterly	
 ...
MoPub Quarterly Insights Report:

Adoption of larger ad sizes grew exponentially	
  
1)	
  Source	
  :	
  MoPub	
  Q1	
  2...
mobile RTB for advertisers
When compared with non-RTB, mobile RTB
provides significantly improved CTRs
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  repor...
CTR performance improves globally
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  report	
  on	
  MobileRTB	
  2012	
  
UK
 US
 ...
Rich media and mobile RTB is an explosive mix
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  report	
  on	
  MobileRTB	
  2012	...
Mobile RTB makes data work harder
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  report	
  on	
  MobileRTB	
  2012	
  
Age
 Gen...
Effect of mobile RTB algorithmic optimization
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  report	
  on	
  MobileRTB	
  2012	
...
Uplift from mobile RTB v non-RTB on CTRs and
eCPMs
48%
64%
CTR
 eCPM
1)	
  Source	
  :	
  Adfonic	
  Adsnap	
  report	
  o...
mobile RTB case studies
Case study 1

Half brick maker of Fruit Ninja
Challenge
§  Increase mobile ad revenue 
§  Work with global user base
Act...
Case study 2

Optime Software
Challenge
§  Increase mobile ad revenue 
§  Manage advertising quality
Action
§  Installe...
Talk mobile RTB with mopub
Stand #G3
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Paul Childs, Mopub

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How RTB Can Increase Your Revenue -- Paul Childs, Experienced Chief Marketing Officer, Mopub (The White Nights: Mobile Games Conference http://www.wnconf.com/).

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Transcript of "Paul Childs, Mopub"

  1. 1. White Nights Mobile Games Conference St Petersburg June 27 – 28 2013 Paul Childs Vice President and General Manager EMEA paul.childs@mopub.com @paulchilds @mopub
  2. 2. MoPub gives publishers the tools to create a successful mobile advertising business §  Founded by ex-Admob and ex-Google §  Launched late 2010 §  VC backed: Accel, Harison, Iris, Jafco §  Processing 45b+ ads p/m §  Estimated 500m unique users p/m §  Current run rate $100m p/a 1) San Francisco New York London Singapore 1) Techcrunch article 30 May 2013 : http://techcrunch.com/2013/05/30/mopub-100-million-revenue/ MoPub is the #1 ad server and exchange in the app economy Estimated 70+ staff by H1 2013 across 4 offices
  3. 3. mobile RTB makes sense
  4. 4. Non-RTB / SSPs / mediation / ad networks   Publishers/developers Non-RTB / SSPs / mediation / ad networks Ad networks 1) 1)  Source  :  List  of  ad  networks  from  Mobile  2013  Lumascape     + 200 more …."
  5. 5. Non-RTB model is broken for publishers   Non-RTB model! Use legacy data to optimize" Too many manual overrides" Inventory partitioned off" Not always highest price paid" SSPs wearing multiple hats" RTB model! Per-impression bidding" Automation" All inventory in-play" Highest price paid" Marketplace economics"
  6. 6. Non-RTB model is broken for advertisers   Non-RTB model! Price negotiation" Inventory negotiation" Delayed optimization" Lack of margin transparency" Lack of PUB transparency" RTB model! Marketplace sets the price" Algorithmic" Real-time optimization" Margin transparency" Publisher transparency"
  7. 7. How RTB works Ad requests" Winning bid" Bid requests" Bids + ads" Ad server / RTB exchange DSP n" DSP 1" DSP 2" Auctions" §  DSPs evaluate bid requests" §  Some respond with bids" §  Auction selects the highest bid" §  Winning ad is displayed" 2! 3! 4! 5! 6! 7! 8! 9! 1!
  8. 8. Mobile RTB Publishers Mobile RTB Exchange DSPs + 50 more …."
  9. 9. mobile RTB for publishers
  10. 10. MoPub Quarterly Insights Report:
 Core demand trend metrics   1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   -  Mobile advertising had a slower than expected start to Q1 2013!
  11. 11. MoPub Quarterly Insights Report:
 Average monthly CPMs 1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   < 1%! spend! -  iOS users have iTunes account! -  More likely / comfortable to purchase via mobile! Poor CTV! -  Android disillusionment ! eCPM!
  12. 12. MoPub Quarterly Insights Report:
 Average monthly CTRs   1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   CTR! -  Slow start to the year ! -  Buyers sought out less expensive access to high value iOS users! -  Feb -> Mar brand budgets started with demand for higher priced and quality inventory! iOS CTR = 2x Android! Brand dollars!
  13. 13. MoPub Quarterly Insights Report:
 Ad spend share   1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   -  Over 50% of ad spend on iPhone driven by spend from two different groups! -  Decreased spend on Android after high end devices not delivering conversions! -  Brand spend Feb -> Mar increased iPhone share of total ad spend!
  14. 14. MoPub Quarterly Insights Report:
 Rich media v static banners   1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   -  MRAID ads generates CPMs and CTRs! -  MRAID spend concentrated on iOS! -  Android unable to capitalize on increased value from rich media! -  Opportunity for other Android ad formats to steps and fill the void!
  15. 15. MoPub Quarterly Insights Report:
 Adoption of larger ad sizes grew exponentially   1)  Source  :  MoPub  Q1  2013  Quarterly  Insights  Report   -  CTR of 480x320 10x CTR of 320x50! -  The disparity between interstitial size and standard size increased exponentially from Jan to Mar due to 1) increased demand, 2) new brand spend and 3) game developers aligning turn based games with interstitials! -  A larger image has a bigger impact due its ability to attract attention! AVG 10 x!
  16. 16. mobile RTB for advertisers
  17. 17. When compared with non-RTB, mobile RTB provides significantly improved CTRs 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   231% 191% 167% 138% 112% 103% 94% 67% 63% 54% 48% Performanceuplift Uplift in CTRs for mobile RTB v non-RTB across advertiser verticals -  Across all verticals the average CTR uplift is 97% or double that of non-RTB!
  18. 18. CTR performance improves globally 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   UK US AUS NEL FRA MEX CAN ESP GER ITA 100% 97% 80% 56% 53% 46% 45% 40% 27% 10% Top 10 uplifts in CTR for mobile RTB v non-RTB across countries Performanceuplift -  UK delivers 2 x more clicks for the same number of impressions!
  19. 19. Rich media and mobile RTB is an explosive mix 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   Non-rich media on non-RTB Rich media on non-RTB +65% uplift compared to non rich media Rich media on mobile RTB +53% uplift compared to rich media on non-RTB 165% 100% 218% -  Quality and quantity of data enable the right bids to be made at the right price! -  Uplift triggered by enhanced format leading to increased likelihood to click!
  20. 20. Mobile RTB makes data work harder 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   Age Gender 455% 669% Percentageincrease Increase in quantity of demographic data for mobile RTB V non-RTB
  21. 21. Effect of mobile RTB algorithmic optimization 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   Submission rate Win rate - 86% 428% -  Agencies and advertisers can bid far fewer times! -  Yet win impressions at a far higher rate by targeting the right audience!
  22. 22. Uplift from mobile RTB v non-RTB on CTRs and eCPMs 48% 64% CTR eCPM 1)  Source  :  Adfonic  Adsnap  report  on  MobileRTB  2012   -  Consequently, more efficIent algorithms have an impact on CTRs and eCPM!
  23. 23. mobile RTB case studies
  24. 24. Case study 1
 Half brick maker of Fruit Ninja Challenge §  Increase mobile ad revenue §  Work with global user base Action §  Installed MoPub SDK §  Access to publisher self-service tools §  Participation in MoPub Marketplace §  Per-country waterfalls to increase eCPM §  Relationships directly with ad networks Outcome! §  Increased monthly ad revenue by 2,5x "
  25. 25. Case study 2
 Optime Software Challenge §  Increase mobile ad revenue §  Manage advertising quality Action §  Installed MoPub SDK §  Optimised yield between ad networks and RTB §  Participation in MoPub Marketplace §  Creative control settings and customized blocklists to ensure advertising is appropriate for family audiences Outcome! §  eCPM increased by 15%" §  Managing a portfolio of 34 apps"
  26. 26. Talk mobile RTB with mopub Stand #G3
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