Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

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Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, …

Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, Millennial Media will share practical tips to getting started with programmatic buying, and will illustrate how agencies, and their advertisers, can benefit from this shift to reach consumers precisely when and where it matters most – on their mobile device.

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  • We, as consumers, are constantly moving. Between screens, places and moments.Cross-Screen:In April 2013 for the first time, more than half of digital consumers in the U.S. engaged on both computers and mobile devices, resulting in a multi-platform majority. As of June 2013, that number hit 54 percent and continues to grow. (Source: comScore Marketing to the Multi-Platform Majority)Location:74% of U.S. smartphone owners say they use mobile location-based services(Source: Pew, Location bases services, 2013)Moments: 90% of U.S. smartphone users take pictures with their phone’s camera
  • Mobile is connecting moments. It is at the center of our multi-channel world. As we move between moments, brand creative and experiences should adapt and move with us. They should be responsive… relevant… native to what the consumer wants and feels and needs… in that moment. Native to our devices.Our mobile devices are amazing! They’re taking over the jobs of our wallet, keys, phone, tv, computer, map, and more. Unlimited potential. Get creative with technology and data. Use the functionality of the devices. Draw from the data and build a clearer picture of your audience. Build amazing experiences for them. Move with them.STAT: Mobile device growth – more devices in more places: Devices are also becoming more connected: For instance, the total number of cellular-connected—not just Wi-Fi-based—tablets will grow from 30 million in 2013 to 118 million worldwide by 2017 (Yankee Group 2014 Predictions)73% of people play mobile games in the bathroom (Source: Talk Mobile 2013 – BlackBerry)On Average, people check their phones 150 times per day. Every 6.5 minutes. (Source: Mobile APPeal: Exploring the Mobile Landscape)
  • Source: eMarketer July 2013
  • We’re not just moving… we’re moving FAST. Real-time everything. Artificial intelligence… Machine learning… real-time campaign optimization… predictive analyticsMachines are not replacing our jobs. They’re enhancing our ability to do them better. We can’t compromise quality. The key is managed programmatic with premium inventory and creative. Premium programmatic is here.Studies show that 88% of display ad spending will be programmatic by 2017. Mobile programmatic is coming fast.Source: MAGNA GLOBAL Oct 14,2013
  • Smartphones are basically ad platforms that we carry in our pockets, and RTB means that marketers can reach audiences in real-time, and target potential customers according to location and context. This simultaneous scale, control, transparency and efficiency are enabled by our premium access to data and inventory. Premium inventory + transparency + largest mobile data asset.World’s largest mobile ad exchange (1 billion impressions per day AND scaling to 2 billion in the 2nd quarter)Managed programmatic available as wellCross-screen impressions available Access MM’s premium inventory as well as inventory available on other exchanges, including Google, Nexage and MopubRich media ad units availableImplement conversion tracking to maximize ROIOptimizations executed by Millennial based on client goalsBidded, Dynamic CPC or CPMConsolidated reporting and analysis provided by Millennial MediaThrough 2014, we will evolve our options for Programmatic to include Self Service with MM’s DSP to Bring Your Own DSP.
  • Managed programmatic now available Cross-screen impressions available Access MM’s premium inventory as well as inventory available on other exchanges, including Google, Nexage and MopubMM’s more than 20 data partners providing insights into and enable targeting against consumer mobile behavior, demographics, purchase intent, lifestyle, and more.Rich media ad units availableImplement conversion tracking to maximize ROIOptimizations executed by Millennial based on client goalsBidded, Dynamic CPC or CPMConsolidated reporting and analysis provided by Millennial MediaThrough 2014, we will evolve our options for Programmatic to include Self Service with MM’s DSP to Bring Your Own DSP.
  • Managed ServiceProgrammatic as a managed service is a good option for those new to programmatic buying. It enables buyers to leverage the benefits of programmatic – impression-level valuations and real-time bidding and optimizations, without having to have the infrastructure in place. When you’re looking at a managed service, consider:Scale: make sure your partners have the reach and scale to deliver. You wanted access to billions of impressions, but you want them to be high quality impressions.Inventory: premium inventory will enable your campaigns to deliver on your objectives.Algorithms: they are very important. With more time being spent on mobile devices, mobile shouldn’t be an after-thought. Lead with mobile in your campaign planning and make sure your partners are optimizing for mobile first.Full-service: you want dedicated resources to your account, someone that you can call, someone that is continually monitoring your campaign, that pulls together consolidated reporting and that is providing you with recommendations for improving campaign performance.DIY ApproachOrganizations taking programmatic buying in-house have made a significant investment – in both technology and their people. You are building strong relationships with your technology partners (DSPs). You have created in-house teams that know how to optimize results when buying programmatically. You have access to such a wealth of data that you want to be able use. Again, here are some things to consider when bringing programmatic buying in-house:Expertise: rely on your partners for expertise as you build out your team, and as an ongoing resource. We’ve run thousands of campaigns at Millennial. We can provide practical tips on setting-up and optimizing your campaign for peak performance.Reach and scale: here again, you want both quality and quantity. When looking at DSPs, who are they connected to? How many impressions can they access? When looking at exchanges, evaluate the inventory sources. Is it premium inventory? How much is mobile? What data is passed that can be targeted against?
  • When running programmatic campaigns, you should see higher click-throughs and increased engagement because of the precise level of targeting. Here’s an example:OPPORTUNITYOcean Spray was looking to increase awareness and brand favorability of their Diet Juice Drinks while driving consideration among a healthy lifestyle audience.STRATEGYSMART TARGETINGLeveraged Audience+ Consumer-Level Targeting to reach consumers of diet soda and healthy and organic products.ENGAGING CREATIVEUtilized a custom Rich Media Interstitial, featuring video and a landing page with diet tips.RELEVANCYDisplayed ads across 100% premium women’s properties and Cooking Channel.RESULTSTargeting tactics and rich media were all very successful, outperforming category benchmarks.Rich media 1st interaction rate 27X industry average.Consumer-Level targeting drove above-average CTR.Average time spent within the ad was 13 seconds.
  • And another example:OPPORTUNITYEnterprise was looking to reach mobile audience of A25-54, Median HHI: $50K and increase awareness among leisure travelers and reservations among frequent travelers.STRATEGYSMART TARGETINGEnterprise leveraged Audience+ Targeting to reach leisure travelers and frequent renters (Purchase-Based User Data).ENGAGING CREATIVEDeveloped Custom Rich Media to drive awareness and reservations among target audience with high impact features including video, click-to-call and click-to-map functionality.RESULTSTargeting tactics and rich media were all very successful, outperforming their category benchmarks.Audience+ Targeting was successful in reaching frequent fliers with placements securing an above-average CTR.Rich Media expansion rate 50% above benchmark.
  • We are excited to work closer with our partners in 2014 to move this amazing tech, data, and creative together and build amazing campaigns that deliver.Our scale allows us to outperform. Location, cross-screen, native, measurement, programmatic aren’t just areas of focus… they are REAL products. Let’s talk about how we can put them to work for you in 2014.
  • Global operations and global inventory.

Transcript

  • 1. People move Between screens, places, and moments 50%+ of U.S. digital consumers engage on both computers & mobile devices 74% of U.S. smartphone owners say they use mobile location-based services 90% of U.S. smartphone users take pictures with their phone‟s camera
  • 2. Mobile connects moments. As we move, advertising experiences should be native to our devices, platforms and moments. They should move with us.
  • 3. Avg. Time Spent per Day Online by U.S. Adults by Device Desktop Mobile + Tablet 3:22 3:25 Smarter data We‟re moving from scattered to sustained connectivity. Mobile data is telling a more fluid story that is more than measurable. It‟s map-able. 2010 2011 2012 2013
  • 4. U.S. Programmatic Display Ad Spending by Format (Desktop vs. Mobile) Faster decisions Programmatic is streamlining the process of buying and selling mobile advertising. Real-time optimization. At the impression level. 2013 2017 2017 2017 87% 88% 87% DESKTOP 2013 72% 88% MOBILE 2017 TOTAL Ad spend share by type 17% Non-programmatic 31% Non-RTB Programmatic 52% RTB 2013 68%
  • 5. Premium Programmatic MMX: Built for mobile Inventory Premium inventory only available programmatically via the MMX Data Transparency Transparency at the impression level – device, publisher, audiences & location Scale Access to more than 1 billion premium mobile impressions per day
  • 6. Premium Programmatic MMDSP: Scale on demand Reach Ramp campaigns quickly with access to billions of impressions/day and real-time optimizations Audiences Leverage your first-party data, or target precise audiences using data from more than 20 data partners Results Mobile-first algorithms enable highly-targeted campaigns that deliver
  • 7. Getting Started with Mobile Programmatic Which option is right for you? Managed Service • • • • New to programmatic Believe in the value of RTB Do not have the resources to execute programmatic buys May need strategic or creative support DIY Approach • • • Has (or is building) a relationship with DSP In-house programmatic expertise Wants fully-transparent buy
  • 8. Ocean Spray Drives Awareness for New Diet Line with Engaging Mobile Creative “Ocean Spray is one of the most iconic beverage brands in the country, and our goal was to create similar fanfare for our „Diet‟ line. The campaign proved successful with an incredible ad unit expansion rate of 15.65% and an average of 12.7 seconds spent within the ad which exceeded our expectations. By reaching our core consumers on-the-go, we positively strengthened their relationship with our brand and reached them at times when they were more likely to purchase the product.” Christina Lynch, Senior Marketing Manager, Ocean Spray
  • 9. Enterprise Rent-A-Car Captures On-the-Go Travelers with Mobile “Knowing our customers is a top priority at Enterprise Rent-ACar, and helps us continue to be a leader in customer service. Beyond the ability to deliver an engaging, utility-focused campaign, we received real insights into the customers we reached. This knowledge ensures we‟re delivering to the right customer, with the right message, at the right time.” Enterprise Rent-A-Car
  • 10. We deliver. And we do it at scale. 500MM+ 170MM+ 49,000+ 8,500+ 52MM+ Monthly unique worldwide users Monthly unique U.S. users More than 49k apps More than 8.5k devices cross-screen users alone
  • 11. Thank You 谢谢 Merci Danke ありがとう Julienne Thompson Vice President, Programmatic M: E: jthompson@millennialmedia.com