Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner

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DoubleClick's presentation at our Display Day event on managing data cross platform

DoubleClick's presentation at our Display Day event on managing data cross platform

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  • 1. Google Confidential and Proprietary PREPARE FOR THE FUTURE WHILE TAKING ADVANTAGE OF THE PRESENT Lucia Mastromauro HEAD OF PLATFORM SALES #ixdisplay
  • 2. Google Confidential and Proprietary
  • 3. Google Confidential and Proprietary
  • 4. Google Confidential and Proprietary
  • 5. Google Confidential and Proprietary Kodak owned 90% market share in photographic film and invented the ‘Kodak Moment’ DISRUPT OR BE DISRUPTED Did not transition to digital technology in spite of having invented the core technology in modern digital cameras.
  • 6. Google Confidential and Proprietary TDK for 24 years Coca Cola for 60 years McDonald’s for 27 years ONE PICCADILLY
  • 7. Google Confidential and Proprietary Uses digital Of media consumption As a primary source THE PICCADILLY AUDIENCE
  • 8. Google Confidential and Proprietary 2007 2,000gb 2012 12,000gb 2017 37,000gb
  • 9. Google Confidential and Proprietary
  • 10. Google Confidential and Proprietary jhwhbf
  • 11. GETTING YOUR HOUSE IN ORDER CREATIVE SEARCH SOCIAL DISPLAY ANALYTICS
  • 12. CREATIVE SEARCH SOCIAL DISPLAY ANALYTICS 3rd PARTY DATA GETTING YOUR HOUSE IN ORDER CRM
  • 13. Google Confidential and Proprietary SINGLE VIEW
  • 14. Google Confidential and Proprietary Data flow within a great platform ← A U T O M A T E →
  • 15. Google Confidential and Proprietary Main elements to get right in Programmatic
  • 16. Google Confidential and Proprietary REAL TIME BIDDING Ad inventory bought and sold in milliseconds… …through an instantaneous auction
  • 17. Google Confidential and Proprietary ThankYou! #ixdisplay LMas@google.com @LMastromauro
  • 18. INTERNAL: Google Confidential and Proprietary iCrossing Mobile Display Apps - We’re only just beginning
  • 19. Google Confidential and Proprietary Google is extremely well positioned in mobile
  • 20. INTERNAL: Google Confidential and Proprietary Three forces driving mobile app momentum 800MiTunes accounts, most with credit card information 47%of internet traffic came from apps, exceeding desktop for the first time $26B Mobile app revenue grew from $4.2B in 2009 to Personal, taken everywhere, vast number of services / features. Massive scale, driving significant revenue growth Robust ecosystem driven by content, payments, network capabilities. Change in Use Change in Scale App Ecosystem In Jan. 2014 Change in use, scale, and the rise of app ecosystem result in fundamental change in 2013
  • 21. Google Confidential and Proprietary9 Play revenue doubled Y/Y - diversify past ads
  • 22. Google Confidential and Proprietary Over 1 million apps in each App Store (Play / Apple), however..
  • 23. Google Confidential and Proprietary 100B Apps were downloaded in 2013, 60% increase over 2012. 91% were free. http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded- in-2013/article1-1124695.aspx and 26% were only used once
  • 24. Google Confidential and Proprietary Our job is to unlock the mobile power of Google for you, the app owners and advertisers. 27
  • 25. Google Confidential and Proprietary Google’s In-App ads focus on a cross product approach to take the user from app discovery to app engagement
  • 26. Google Confidential and Proprietary Further install opportunities exist across Google Gmail Sponsored Promotions (native) Video App Promotion Template YouTube TrueView Instream CTA (beta)
  • 27. Google Confidential and Proprietary31 App deeplinking & discovery in Display
  • 28. Google Confidential and Proprietary 40% of watch time is on mobile YouTube App Install - One of first “made for mobile” ad products
  • 29. INTERNAL: Google Confidential and Proprietary App install advertiser segments App Developers ● Revenue generated exclusively from mobile apps ● Focused on ROI & attribution ● Work with many ad partners Installs and revenue In-app purchases; mCommerce; subscription; ad publishing; paid apps Strong ROI focus Lifetime Value (LTV), Cost Per Install (CPI), Reach Pureplay Digital ● Revenue generated online, moving rapidly to mobile ● Apps drive purchase consideration & brand goals Purchase consideration Remarketing, mCommerce, price comparison Hybrid ROI and brand focus Reach, Premium Inventory, CPI Multi-channel ● Revenue generated primarily offline ● Apps enable service extension, acquisition User engagement, service expansion 1. Premium inventory 2. Creative ad units 3. Reach Who invests in mobile app advertising?
  • 30. Google Confidential and Proprietary Google’s Mobile App Solution In-App Display Acquire high quality app users on in-app display Measure performance with conversion tracking Drive re-engagement and user lifetime value (LTV) 1 2 3 In-App (AdMob) ● Display Network - Promote in Mobile Apps ● Use app / digital content ads for text and images ● RON targeting, all placements in app store ● Setup conversions, enable conversion optimizer
  • 31. Google Confidential and Proprietary Track and measure installs in AdWords Android Tracking Google uses codeless conversion tracking from Play to seamlessly measure installs (AdMob & Search) iOS Conversion Tracking Implement the Google SDK or API on iOS to measure installs from ads served in other apps (AdMob Only)
  • 32. Google Confidential and Proprietary Measuring lifetime value of your app users Google makes it easy to integrate with other tracking companies AdMob conversion tracking now works when using 3rd party tracking urls. Advertisers can now see cost per install data in AdWords and in 3rd party analytics. (Example integrations include HasOffers, AD-X Tracking, Kochava and many others.) 3rd party URL AdWords reporting 3rd party reporting
  • 33. Google Confidential and Proprietary Measuring lifetime value of your app users In-App Conversion Tracking allows you to understand what users do after they download your app Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales). This data can be used to optimize campaigns to acquire the highest value users
  • 34. Google Confidential and Proprietary Google Analytics:Measuring lifetime value of your app users Cross-network measurement beyond the install with Google Analytics Goal Benefits Reports Discover New and Relevant Users Gain insight on who are your most valuable users and where they come from so that you can expand your audience ● Traffic sources ● Google Play Traffic Flow ● Advertising acquisition Get Engaged Discover in real time how users are interacting with your app: in app purchases, loyalty and app crashes ● Crash and Exception Reporting ● In-App Flow Visualization Measure impact Get meaningful insights on what users purchase on your app, what is the generated revenue and what is the path to purchase ● iOS Install Tracking (beta) ● Goal flow and tracking ● Custom reporting
  • 35. Google Confidential and Proprietary Remarket to your app users User added to custom list based on in-app actions User leaves Your ad across the mobile app network User downloads your app Re-engagement Promote sales, feature updates, or your company’s other apps BE RELEVANT
  • 36. Google Confidential and Proprietary Deep linking is fully supported Flight Sale! Send users to a specific page within your app
  • 37. Google Confidential and Proprietary Android / iOS: Tracking Capabilities w/ 3rd Party Platforms Destination URL mGDN Mobile Apps Android : Play Store ✔ (install + post-install) ✔ (install + post-install) Android : 3rd Party ✔ (only reports in 3rd party) ✔ (install + post-install) iOS : App Store ✖ (getting there) ✔ (install + post-install) iOS : 3rd Party ✔ (only reports in 3rd party) ✔ (install + post-install)
  • 38. Google Confidential and Proprietary Next steps 1 2 3 New to app promotion? Work with iCrossing and Google to discuss a strategy to use AdWords app promotion solutions to increase drive adoption of your app from engaged users. Already promoting your app with Google? Expand your app promotion strategy to include in-app conversion events. Promoting your app elsewhere? We’re getting there... We're confident we can use our app promotion tools to drive value for your business. UI, Targeting, Re-engagement, GA are all integral parts of the App Roadmap!
  • 39. Google Confidential and Proprietary APPENDIX
  • 40. Google Confidential and Proprietary What businesses care about mobile apps? How do we identify them? Mobile Attributes: ● Always connected, always with you ● Context (location, device, sensors) ● Social graph (contacts, social networks) ● Data Enhancing in-store | Shopping | Loyalty | Ents & Games | Utilities Ask yourself: What is your ONLINE app strategy? Mobile apps enable incredible experiences & augment brand goals