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

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
  • 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 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?
  • Global operations and global inventory.

Transcript

  • 1. 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 People moveBetween screens, places, and moments
  • 2. Connecting Mindsets & Moments 60K+ mobile apps and websites have integrated Millennial Media’s SDK Providing data-rich impressions with more than 15 mobile-first targetable dimensions of every ad call within MMX
  • 3. Reaching pinpointed audiences on MMX Reach unique users by intelligently interpreting mobile-first signals to buy valuable impressions programmatically  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL
  • 4. Find your online audience in mobile  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Reach consumers across screens by leveraging AppNexus IDs to purchase impressions in MMX 1:1 match enables clients to target users across screens Millennial Media ID AppNexus ID Client ID
  • 5. Align your brand with high quality content  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Access premium mobile inventory with greater transparency in a Private Marketplace • Guaranteed inventory • Custom whitelist of sites to target • “First-look” access to this inventory on MMX Target users based on channel or audience
  • 6. Engage your audience with unique ad formats  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL MMX is one of the industry’s largest sources of programmatic MRAID- compatible media • Standard banners • Full-screen interstitial • Rich Media • Video* *Coming 2014
  • 7. Premium Programmatic Reach pinpointed audiences at scale Leverage web, mobile or offline data, or use Millennial Media audiences, to target users across screens Scale at the impression level Engaging ad formats on more than 1 billion data-rich mobile impressions per day across mobile web & in-app inventory MMX: Built for mobile Purist mobile signals available Transparency at the impression level on 15+ mobile first dimensions delivered by Millennial Media’s SDK install base
  • 8. DIY Approach • Has (or is building) a relationship with a DSP • In-house programmatic expertise • Wants fully-transparent buy Getting Started with Mobile Programmatic 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 Which option is right for you?
  • 9. And we do it at scale. We deliver. 650MM+ Monthly unique worldwide users 170MM+ Monthly unique U.S. users 60,000+ More than 60k apps 9,000 Approximately 9k devices 52MM+ cross-screen users alone
  • 10. Contact us for information on how MMX enables buyers to: • Find online audience in mobile as they move between mindsets & moments • Align to your brand with high quality content in a private marketplace • Engage your audience with unique ad formats to create a memorable consumer experience Julienne Thompson Vice President, Programmatic M: E: jthompson@millennialmedia.com