Media Bistro:  Social Developer Summit June 29, 2010
The Mobile Advertising Market Note: Includes display, search, and messaging-based advertising.  Source: eMarketer, Septemb...
Challenges for Developers
Increased Inventory While the industry is growing rapidly…. Mobile pageviews grew 110 percent in the U.S. last year and 14...
Increased Inventory Ad Dollars Publisher & Application Inventory
Increased Inventory … supply will soon  out-weigh  demand. Ad Dollars Publisher & Application Inventory
Ad Quality Campaigns sold through partners and third-parties can include ads that  violate  publisher advertiser black lis...
Fragmented Platforms and OS:  Create ad infrastructure and delivery challenges State of Change in Device Market Share
Ad Network’s Evolving Role
Role of Mobile Ad Networks: Benefits & Challenges “ On the mobile display advertising side, we note that  in mobile displa...
Nexage Metrics: Ad Network Fluctuation Rates From March 1-31, 8 out of 11 ad networks saw a minimum  37% fluctuation in eC...
<ul><li>Higher fill rate </li></ul><ul><li>Higher eCPM </li></ul><ul><li>Efficient Inventory Control </li></ul><ul><li>Acc...
Mobile Ad Mediation Solutions
Mobile Ad Mediation  – delivers maximum revenue from mobile advertising: NEUTRALITY is KEY Ad Mediation Platform Pricing a...
Key features from mobile ad mediation solutions Brand Safety SDK suite for all  major platforms  Open API Mediation across...
Ad Safety – Ad Screening Tool Ad Screening allows publishers to review ads that run on their site, in  real time , and  bl...
Case Study – Reuters Using Nexage Mediation, Reuters was able to increase its fill rate and overall revenue generation fro...
Nexage Dashboard
Nexage Mediation :  Manage all ad networks in one place – maximize visibility & control Boston Tribune Boston Tribune
&quot;The ability to centrally manage ad placement and provide clients with detailed performance data is key and Nexage he...
Boston Tribune Boston Tribune Nexage Mediation :  Visibility into your inventory performance by fill rate, clicks, CTR, re...
<ul><li>Nexage Campaign Supports: </li></ul><ul><li>Mobile Web & Apps </li></ul><ul><li>Device Targeting </li></ul><ul><li...
Nexage Campaign Features Geo-Targeting Device Targeting Mobile  Web &  App Support Integrated with Nexage Mediation Unique...
Nexage partners are top tier publishers, developers & mobile ad demand sources Select Deployed Developer and Publisher Cli...
The Facts: <ul><li>Nexage  serves  4+ Billion  impressions per month </li></ul><ul><li>Nexage  connects publishers to  50+...
Nexage Solution: Increase the Value of Publisher Mobile Inventory <ul><li>Nexage  │  Mediation   Optimizes return  on impr...
Summary <ul><li>With  Nexage Mediation   and  Nexage Campaign , publishers can: </li></ul><ul><li>Access  50+ global  ad s...
Thank You <ul><li>Jon Phenix </li></ul><ul><li>Vice President of Sales and Marketing </li></ul><ul><li>Nexage Inc. </li></...
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J. Phenix Streamlining Ops and Maximizing Revenue from Ad Network Social Developer Summit

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J. Phenix Streamlining Ops and Maximizing Revenue from Ad Network Social Developer Summit

  1. 1. Media Bistro: Social Developer Summit June 29, 2010
  2. 2. The Mobile Advertising Market Note: Includes display, search, and messaging-based advertising. Source: eMarketer, September 2009 <ul><ul><li>Worldwide mobile web users at 650MM and more than doubling to 1.4B by 2013. </li></ul></ul><ul><ul><li>US mobile advertising revenue projects for this year to reach ~$600MM (eMarketer, Sept. 2009) </li></ul></ul>Note: As of December for each year; *refers to the number of active subscriptions Source: eMarketer, November 2009; (1) International Telecommunication Union (ITU), October 6, 2009
  3. 3. Challenges for Developers
  4. 4. Increased Inventory While the industry is growing rapidly…. Mobile pageviews grew 110 percent in the U.S. last year and 148 percent worldwide Ad Dollars Publisher & Application Inventory
  5. 5. Increased Inventory Ad Dollars Publisher & Application Inventory
  6. 6. Increased Inventory … supply will soon out-weigh demand. Ad Dollars Publisher & Application Inventory
  7. 7. Ad Quality Campaigns sold through partners and third-parties can include ads that violate publisher advertiser black lists or diminish brand integrity
  8. 8. Fragmented Platforms and OS: Create ad infrastructure and delivery challenges State of Change in Device Market Share
  9. 9. Ad Network’s Evolving Role
  10. 10. Role of Mobile Ad Networks: Benefits & Challenges “ On the mobile display advertising side, we note that in mobile display advertising, the ad network model is highly important to generate significant enough reach and inventory for advertisers since traffic is less than online.” – Piper Jaffray – Mobile Report, 2009 <ul><li>Macro Challenges </li></ul><ul><li>Mobile advertising market is nascent –ad networks play a large role in ecosystem </li></ul><ul><li>Mobile advertising requires specialty sellers </li></ul><ul><li>Online ad serving infrastructure does not exist in mobile – environment is not plug and play as is online (e.g. lack of commercially viable mobile ad servers) </li></ul><ul><li>Publisher Challenges </li></ul><ul><li>Managing multiple ad networks efficiently and effectively is suboptimal and expensive (manual process) </li></ul><ul><li>Managing mobile ad business rules </li></ul><ul><li>Optimizing mobile ad revenue </li></ul><ul><li>Managing ad creative that is brand safe </li></ul>
  11. 11. Nexage Metrics: Ad Network Fluctuation Rates From March 1-31, 8 out of 11 ad networks saw a minimum 37% fluctuation in eCPM , some reaching as high as 89%. March Nexage data reveals random patterns of peaks and troughs for ad network eCPMs. Publishers trying to manually manage and anticipate these highs and lows across several ad networks may miss substantial revenue opportunities.
  12. 12. <ul><li>Higher fill rate </li></ul><ul><li>Higher eCPM </li></ul><ul><li>Efficient Inventory Control </li></ul><ul><li>Access to more targetable publisher inventory </li></ul><ul><li>Nexage connects publishers to the 50 major ad sources, increases fill rate, yields higher eCPM – all with a single dashboard interface </li></ul><ul><li>Ad networks that partner with Nexage gain access to global, targeted inventory with little effort or investment </li></ul><ul><li>Advertisers whose chosen ad networks partner with Nexage receive access to a wide, highly targeted audience of mobile content consumers </li></ul><ul><li>Higher ROI </li></ul><ul><li>Greater audience reach </li></ul>Advertiser Publisher Ad Network Mobile ad mediation solutions provide value across the ecosystem
  13. 13. Mobile Ad Mediation Solutions
  14. 14. Mobile Ad Mediation – delivers maximum revenue from mobile advertising: NEUTRALITY is KEY Ad Mediation Platform Pricing algorithms drive competition & higher prices for mobile inventory
  15. 15. Key features from mobile ad mediation solutions Brand Safety SDK suite for all major platforms Open API Mediation across 50+ ad sources Single tracking & reporting dashboard Optimization Mobile Ad Mediation
  16. 16. Ad Safety – Ad Screening Tool Ad Screening allows publishers to review ads that run on their site, in real time , and block offending ads immediately. 1 2 3 4
  17. 17. Case Study – Reuters Using Nexage Mediation, Reuters was able to increase its fill rate and overall revenue generation from its mobile properties. Solution Opportunity Reuters was looking for a robust and easy-to-implement solution to effectively monetize their inventory, specifically, increase their fill rate. <ul><li>Fill rate increased from 23% to 95% after Nexage Mediation implementation </li></ul><ul><li>CPMs held steady </li></ul><ul><li>2-3X increase in revenue </li></ul>Results
  18. 18. Nexage Dashboard
  19. 19. Nexage Mediation : Manage all ad networks in one place – maximize visibility & control Boston Tribune Boston Tribune
  20. 20. &quot;The ability to centrally manage ad placement and provide clients with detailed performance data is key and Nexage helps make this possible.” Richard Kosinski, Chief Digital Officer Westwood One. Nexage Mediation : Visibility into your inventory performance by fill rate, clicks, CTR, revenue & more Boston Tribune Boston Tribune
  21. 21. Boston Tribune Boston Tribune Nexage Mediation : Visibility into your inventory performance by fill rate, clicks, CTR, revenue & more
  22. 22. <ul><li>Nexage Campaign Supports: </li></ul><ul><li>Mobile Web & Apps </li></ul><ul><li>Device Targeting </li></ul><ul><li>Day parting </li></ul><ul><li>Real time reporting. </li></ul>
  23. 23. Nexage Campaign Features Geo-Targeting Device Targeting Mobile Web & App Support Integrated with Nexage Mediation Unique User ID/cookie Nexage Campaign Single tracking & reporting dashboard
  24. 24. Nexage partners are top tier publishers, developers & mobile ad demand sources Select Deployed Developer and Publisher Clients Over 50 Select Mobile Ad Demand Source Integrations Admob, Quattro Wireless, Nokia Interactive, Velti, Google, Millennial Media, inMobi, Jumptap, DoubleClick, YOC, Unanimis, BuzzCity,
  25. 25. The Facts: <ul><li>Nexage serves 4+ Billion impressions per month </li></ul><ul><li>Nexage connects publishers to 50+ ad sources </li></ul><ul><li>Nexage supports existing Rich Media standards </li></ul><ul><li>Nexage serves impressions to people in 200+ countries </li></ul><ul><li>Nexage serves impressions to 50+ handsets </li></ul>
  26. 26. Nexage Solution: Increase the Value of Publisher Mobile Inventory <ul><li>Nexage │ Mediation Optimizes return on impressions for publishers </li></ul>Nexage provides publishers of digital content with the tools to maximize their mobile business Nexage │ Campaign Mobile Ad Serving solution for direct-sold campaigns
  27. 27. Summary <ul><li>With Nexage Mediation and Nexage Campaign , publishers can: </li></ul><ul><li>Access 50+ global ad sources, currently requesting ~4B impressions / month, from a single point of integration </li></ul><ul><li>Optimize inventory by prioritizing the highest yielding ad demand source </li></ul><ul><li>Manage direct-sold campaigns for cost-effective , flat rates </li></ul><ul><li>View and manage all of their revenue, inventory & business rules from a single, user-friendly dashboard. </li></ul><ul><li>Gain access to a multi-platform solution that bridges the many mobile silos with a single point of integration </li></ul>
  28. 28. Thank You <ul><li>Jon Phenix </li></ul><ul><li>Vice President of Sales and Marketing </li></ul><ul><li>Nexage Inc. </li></ul><ul><li>400 Fifth Ave, Suite 505 </li></ul><ul><li>Waltham MA 02451 </li></ul><ul><li>781 576 9061 (m) </li></ul><ul><li>[email_address] </li></ul>

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