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How to Simplify Mobile Planning and Buying

How to Simplify Mobile Planning and Buying

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  • 1. StrikeAd TM Powering mobile advertisingHow to Simplify Mobile Media Planning and Buying by March 2011
  • 2. How to Simplify MobilePlanning and BuyingContents1. Executive summary 32. Advertising utopia 43. Mobile overheads 44. Overcoming the complexity 55. Mobile Demand Side Platforms 86. The future 107. Conclusion 11 StrikeAd TM Powering mobile advertising How to Simplify Mobile Media Planning and Buying
  • 3. 1. Executive summaryThis report has identified 5 steps to delivering a healthy mobile campaign in order to address the inherentcomplexities that have become associated with mobile campaign planning and buying. 1. Educate media agencies and their clients on the availability of platforms that facilitate easier planning, execution, optimisation and reporting of mobile campaigns. 2. Delivery of planning and optimisation tools, namely a dedicated Mobile Demand Side Platform ,to eradicate mobile barriers to entry for media agencies 3. Provide transparent third-party ad serving to assure accuracy and confidence 4. Develop agency case studies promoting simplified and optimised planning and buying process using a Mobile Demand Side Platform 5. Secure the support of agencies and clients around sharing data to measure ROI and overall effectiveness.Research by mobileSQUARED has revealed that the emergence of dedicated Mobile Demand Side Platforms willdramatically reduce the workload for both traditional and mobile specialist media agencies by eradicatingthe manual, labour intensive processes of planning, analysing, buying and reporting on mobile. Mediaagencies’ expectations for planning and buying campaigns have been programmed through years oftraditional, and more recently, online campaigns. The time to develop and execute campaigns on TV, radio,and online, for example, has set the benchmark for mobile and the target for Mobile Demand Side Platformsto aspire to – if not better.The period of large scale inefficiencies and barriers that have prohibited most media agencies and brandsfrom considering mobile as a viable advertising investment is drawing to a welcomed conclusion. A new eraof mobile planning and buying has now arrived, where agencies can solely focus on delivering real return oninvestment by employing a single platform through which they can plan, book, execute and optimise theirmobile campaigns, all in real time. How to Simplify Mobile Media Planning and Buying 3
  • 4. 2. Advertising utopiaOne of the most compelling propositions in advertising is the ability to deliver a real-time advertisementoffering a relevant discount to a consumer standing near a store or restaurant, anywhere in the world.Similarly, measuring the consumer’s response to the highly-targeted ad based on location, relevance,and revenue generation is equally compelling. Because of its ability to directly connect the brand with theconsumer, mobile is one of the most exciting developments in the history of advertising. Mobile has to ensure it is treated equally in all areas of media (from research & insight to strategy to planning to buying to measurement) – this is very definitely NOT the case at the moment. Mark Middlemas, Managing Partner, Business Development, UniversalMcCannMobile has the potential to revolutionise advertising. Aside from a 5-billion strong global mobile audience,smartphones can utilise the high-speed networks of 3G, WiFi and now 4G, to provide a platform to delivercompelling and engaging rich media advertisements. Software and analytical tools can generate an accuratedigital picture of every mobile consumer and predict their behaviour, preferences and tastes to serverelevant and targeted ads. While augmented reality fuses the physical world with the virtual world to create ascintillating and fascinating environment for brands to connect with consumers. The mobile device’s abilityto incorporate real-time and location into the advertising mix enhances the power mobility has over everyother advertising medium.3. Mobile overheadsWhilst mobile’s addition to advertising has injected new levels of creativity for brands to communicate withconsumers, mobile also brings significant overheads in the shape of complexity and fragmentation thatmedia buyers and planners will not have encountered previously. The multitude of networks, from mobileoperator to mobile advertising networks and exchanges, is further complicated by new players arrivingat one end of the spectrum and consolidation from the other. This rapid change is constantly altering theplanners’ landscape of an already bewildering media that is further complicated by fragmentation acrossthousands of devices coupled with more and more advertising formats and the lack of unique user tracking. How to Simplify Mobile Media Planning and Buying
  • 5. Peter Fyfe, Associate Director, Emerging Platforms & Technologies, MediaCom, says mobile must tacklethe operating cost of delivering multi-device, and multi-operating system campaigns, and calls for thestandardisation of ad delivery, reporting, and administration. He rightly notes that “as things stand theoverheads associated with campaign delivery are hugely out of kilter with other media”.Regardless of the costs, the result of this complexity is a convoluted campaign execution process at theagencies involving: booking the inventory using different payment systems; uploading or emailing thecreative across numerous networks and device types; and, then managing, in effect the same campaign,multiple times across multiple systems. Further complexity comes from a lack of unified reporting acrossmultiple networks and the inability to track unique users. This provides a fragmented overview of customerbehaviour which limits the reporting and minimises the return on investment.“Buying media on mobile can be hugely time consuming,” says Harry Dewhirst, Vice President of AdvertisingStrategy, at Amobee. “Multiple buying points and an ever expanding inventory base have made thelandscape a challenge to navigate. Then throw into the mix the fact that media owners had their own internalprocesses, proprietary ad serving solutions and rates, the whole process is very resource heavy. We workwith fortune 500 advertisers spending a [£1] million a year on mobile, and therefore the resource investmentmakes sense for us. For smaller companies, I can see it being a real challenge managing £20k-£50kcampaigns with the care and attention it needs and deserves.”In the UK, the average mobile advertising campaign spend is projected to pass the £20,000 mark in 2011,when the market is forecast to be worth around £65 million, with almost £37 million coming from mobiledisplay, according to mobileSQUARED. In the US, the average mobile advertising campaign spend will surpass$100,000 (£61,829) in 2011 taking the market’s worth to $1.24 billion, and making the US the second billiondollar mobile advertising market after Japan.4. Overcoming the complexityMobile advertising’s revenue growth has been slower than analyst forecasts over the last five years. Thecomplexity associated with mobile has created barriers to entry to the traditional media buyers, preventingsufficient in-house agency investment in resource to truly deliver compelling mobile campaigns to theirclients.“Agencies need the volume in mobile to justify the investment,” says David Fieldhouse, owner and strategydirector at Lucidity Mobile. “At a media agency, there is most likely one person specialising in mobile, and How to Simplify Mobile Media Planning and Buying 5
  • 6. they won’t have the time to do everything. Conversely, if mobile is entrusted to a digital planner, they do not understand or have the knowledge of mobile, and won’t have much of a view what to do.” Despite these “overhead” costs, brands are now requesting a mobile element to their advertising mix. Approximately 80% of all mobile advertising campaigns globally were mobile content companies, research in 2007-2008 by mobileSQUARED revealed. In 2010, more than 50% of mobile advertising activity was from brands. There is a growing need from media planning and buying agencies to manage their mobile campaigns effectively through a single platform. Who is responsible for the buying of mobile campaigns within your agency? 52% Online buyer 50% 51% Mobile 30% specialist buyer We are aligned with 44% a mobile specialist 49% 3% Search buyer 6% 16% 2% TV buyer 1% 2% Others: Differs across department, 13% not sure, etc Others 10% 17%Source: IAB Snapshot Research Base: 2008 (115) ; 2009 (106) ; 2010 (160) Not all agencies have a dedicated mobile specialist – IAB research revealed that 49% of UK agencies in 2010 had a mobile specialist buyer, up from 30% in 2008 and those that do, will not have the time to fully-develop a mobile campaign for multiple clients simultaneously. Whether the campaign requirements are national or international, multilayer targeting, such as location, gender, age, or handset, multiple pricing models, from CPC, CPA, CPM and CPD, the importance of the availability of a dedicated campaign manager is apparent as an enabling influence supporting real-time optimisation, as well as a full, robust and coherent reporting mechanism. This makes third-party ad serving networks imperative for agencies to increase their investment in mobile. How to Simplify Mobile Media Planning and Buying
  • 7. “Agencies are seeing the lack of third-party ad serving as a barrier to them spending money right now,”says IAB’s Head of Mobile, Jon Mew. “There aren’t that many campaigns using third-party providers andagencies, and in general, agencies are keen to have third-party ad serving. It makes their life easier withreporting, and gives them more confidence.” Brands are asking where do their ads appear, and we have to tell them that their ads will appear across a number of different mobile apps,” Adams adds. “We cannot provide our clients with 100% inventory. Nick Adams, Global Digital Planning, CaratIn terms of planning, agencies in online could target the 18-24 youth market across France, Germany andthe UK, for example, and acquire the relevant data from sources such as comScore to view the top fivesites for the target demographic in terms of unique users, analyse the most competitive rates, and book thecampaign accordingly. In doing so, the planner’s decision-making process is assisted by identifying the topfive networks to access the target unique demographic users using the aggregated URLs and de-duplicatedtraffic, supplied by the ad network. The buying process is centrally managed by a third-party ad server.These platforms assimilate all of the available web data to construct, deliver and, most importantly, track anonline campaign.Whilst these single consoles are commonplace in agencies to assist with ad delivery, increasingly DemandSide Platforms are also being used for automated trading, optimisation, and real-time bidding. Theseplatforms combine to enable the execution of national and international campaigns within minutes and hoursand not days as is the case on mobile. They are viewed by agencies as the ideal way of buying media moreefficiently.However, while many online Demand Side Platforms can now include mobile inventory into the process,they are not all necessarily optimised for doing so. A dedicated Mobile Demand Side Platform is able todeal much more efficiently with the complex nuances of the mobile channel including mobile-specificplanning and targeting tools, location-awareness capability, third-party ad serving and unique mobile usertracking. Complete utilisation of the mobile channel cannot be addressed simply by bolting on limited mobilefunctionality to existing online Demand Side Platforms. How to Simplify Mobile Media Planning and Buying 7
  • 8. The emergence of a dedicated Mobile Demand Side Platform provides the opportunity for both thetraditional and ever-expanding mobile media planners and buyers to deliver compelling campaigns ina highly-efficient manner for their clients. After all, agency planners and buyers have already had theircampaign creation and execution timelines – and expectations set by existing tools, such as Demand SidePlatforms, and have set the benchmark for mobile campaigns.The capability to easily create, book a mobile campaign at scale, and then view the subsequent resultsand report, is a powerful tool for agencies,” says James Hilton, Joint CEO at M&C Saatchi Mobile. On theweb, these tasks are viewed as a very seamless system but are yet to migrate onto the mobile platform,which remains very disjointed. With an agency planning and buying tool the agency has their own reportingdashboard to see the impressions which led to this number of conversions, and rebook and optimiseaccordingly.”5. Mobile Demand Side PlatformsThe emergence of Mobile Demand Side Platforms deliver a single console through which agencies can plan,execute and evaluate hundreds of mobile campaigns, minute-by-minute, on a national or global basis. Itmeans agencies can build a campaign once and deploy automatically across multiple networks, publish tothe target network, and even set a spending and viewing caps.Using sophisticated algorithmic real-time optimisation, tracking, insight and analytics, agencies can nowobtain unparalleled levels of efficiency and visibility over their mobile advertising campaigns, driving realreturn on investment. This means agencies can rapidly and efficiently execute upon multiple campaigns thattarget and bid in real time for thousands of variables from creative, price and acquisition through to audiencesegments, location, channel, demographic, carrier and handset, as well as advanced tracking.What’s more, the real-time functionality permits the agency to see how the campaign is performing andreallocate the remainder of the budget halfway through a campaign from iPhone onto Android, for example,to maximise response. In doing so, this overcomes one of the issues of existing mobile display practices ofad-serving blindness and limited visibility of tracking.As Nick Adams, Global Digital Planning, Carat, highlights, “there is a long tail with a lot of inventory, which isblind and means that we’re never quite sure what we’re getting.” He says that for the major brands that Caratworks with, the inventory is not the most appropriate. The issue with in-app advertising is that the brands’ads will appear across a number of different mobile apps that are not transparent, which means that the How to Simplify Mobile Media Planning and Buying
  • 9. agency can only provide a sample list to its client of where their ad could appear.”The importance of visibility is that an agency’s clients need reassurance that their brand will not becompromised through a bad user experience or their content appears in inappropriate locations. The Mobile As a Global brand director, or a CMO for a brand, I don’t want to deal with timing issues, technological issues, compatibility issues, multiple networks, so the natural thinking is let my local market guys do it. TV, cinema, internet I can plan and book in one day, which is most definitely not the case with mobile. This is making it difficult for us as an agency to be totally sold in to mobile. Michael Iskas, Global Head of Integrated,Communications Planning, Aegis Media.Demand Side Platform addresses this lack of inventory by listing all of the campaign’s participating URLs. Itcan also add great value to the ‘long tail’ by showing the effectiveness of unnamed inventory by particulartargeting variables.Research by mobileSQUARED was unable to identify any one of the major media agencies (in the UK) using a 3rdparty ad server to upload and track their mobile campaigns. This means brands, agency clients and the like,remain 100% reliant on the media to supply the data to provide visibility of the campaign.Not surprisingly, many major media agencies maintain that mobile remains an “experimental” mediumfor their clients. This description is somewhat misleading and could be perceived as detrimental towardsmobile. Research by the IAB in 2010 revealed that media planning and buying has become a short-term playbecause of the uncertainty of client budgets, coupled with agency confidence at striking late deals from atactical – instead of a strategic – perspective. Commercial pressures have prompted increased demands foraccountability from risk-averse clients encouraging their agencies to stick with the proven audience deliverymechanisms of TV, print and online.Outside the brands that are dedicating budget to mobile on an annualised basis, mobile has been positionedas an experimental medium because it is attracting left-over budget. Whilst this has often been viewedas a detrimental factor in the development of mobile advertising, when applying the tactical reasoning ofagencies, it is understandable given the global economic uncertainty. Until agencies have the budget todevelop campaigns strategically for their clients, mobile is not necessarily an afterthought, more an untriedluxury. However, a change of phraseology away from “experimental” should be encouraged.Phraseology itself can be a major issue when selling mobile internally at media agencies. “Mobile has to sell How to Simplify Mobile Media Planning and Buying 9
  • 10. What experience do you have with mobile advertising? Experimented and liked it 19% 21% 32% Regular part of client proposals 17% 17% Experimented 21% 15% then stopped 21% 16% Difficult to sell in A significant part to our clients 0% of our business 3% 6% None 50% 39% 25%Source: IAB Snapshot Research Base: 2008 (115) ; 2009 (106) ; 2010 (160) itself better into the wider agency world,” says Mark Middlemas, Managing Partner, Business Development, UniversalMcCann. “Get planners to better understand the role mobile can play in their clients’ world. Speak the same language as the other media it competes against – very definitely a fault-line of the digital/online world.” 6. The future Beyond the fragmentation, compatibility and technological issues, planners are confronted by limited data on the mobile consumers, and where there is transparency of data, it is fragmented and has to be collated in what is a manually-intensive task. This means planners are processing data instead of ... planning. “At the moment there is not one de facto platform for a media agency to run a campaign on,” says M&C Saatchi Mobile’s Hilton. “There is a distinct lack of technology that can pull all the data from campaigns whether over multiple operating systems, or networks, and then have the ability to aggregate multiple data points.” Third-party ad serving and the introduction of Mobile Demand Side Platforms, will provide agencies with the How to Simplify Mobile Media Planning and Buying
  • 11. consistency in the planning and data tools that they desire, and the campaign optimisation and return oninvestment demanded by their clients. Furthermore, mobileSQUARED expects third-party ad serving to providethe impetus for media agencies to migrate more digital spend on to mobile faster than currently projected.Research by the IAB in 2010 to assess media agencies opinion of mobile, revealed that mobile is expected toaccount for 11% of an agencies total digital ad spend in 2011, an increase of 4% in 2010. This is perhaps nota surprising development given that 9% of agencies’ client campaigns had a mobile advertising componentin 2010, and that will represent 19% in 2011.The ability to plan and execute a mobile media campaign efficiently and to buy with the aid of a DemandSide Platform aligns with the existing short-term tactical campaign-spend strategy adopted by the majorityof agencies to maximise their risk-averse clients’ budgets. Furthermore, the availability of processed data willprovide the visibility required by a planner to create a campaign within a defined period of time, and educatethe client about the small screen audience to incentivise a shift in spend towards mobile.When clients loosen the purse strings and their agencies are granted increased flexibility towards campaignplanning and can evolve beyond the short-term tactical approach to a longer-term strategic play, mobile willbe included within the advertising mix.“It is all about ease of use,” says Michael Iskas, Global Head of Integrated Communications Planning, AegisMedia. “Applying mobile to an integrated global strategy should not create a thousand problems, andendless compatibility issues, it should not take the time it does to plan a mobile campaign, I should not haveto separately work with 12 different operators. All of this is a deterrent. We need ease of use.”7. ConclusionMobile media planning and buying is entering a new era of significant change with the availability ofdedicated Mobile Demand Side Platforms. There can be little doubt that true investment by big brands inmobile has been held back by the apparent complexities of being able to transparently plan, execute andanalyse mobile campaigns across thousands of publishers whilst delivering real return on investment.The emergence of Mobile Demand Side Platforms will dramatically reduce the workload for both traditionaland mobile specialist media agencies by eradicating the manual, labour-intensive processes of planning,analysing, buying and reporting on mobile.Media agencies’ expectations for planning and buying campaigns have been programmed through years of How to Simplify Mobile Media Planning and Buying 11
  • 12. traditional, and more recently, online campaigns. The time to develop and execute campaigns on TV, radio,and online, for example, has set the benchmark for mobile and the target for Mobile Demand Side Platformsto aspire to – if not better.The period of large scale inefficiencies and barriers that have prohibited most agencies from consideringmobile as a viable advertising investment is drawing to a welcomed conclusion. A new era of mobileplanning and buying where agencies can solely focus on delivering real return on investment throughemploying a single platform through which they can plan, book, execute and optimise their mobilecampaigns, all in real time. 5 steps to a delivering a healthy mobile campaign 1. Educate media agencies and their clients on the availability of platforms that facilitate easier planning, execution, optimisation and reporting of mobile campaigns. 2. Delivery of planning and optimisation tools, namely a dedicated Mobile Demand Side Platform ,to eradicate mobile barriers to entry for media agencies 3. Provide transparent third-party ad serving to assure accuracy and confidence 4. Develop agency case studies promoting simplified and optimised planning and buying process using a Mobile Demand Side Platform 5. Secure the support of agencies and clients around sharing data to measure ROI and overall effectiveness. How to Simplify Mobile Media Planning and Buying
  • 13. StrikeAd TM Powering mobile advertisingAbout StrikeAdStrikeAd was set up by entrepreneurs Alex Rahaman and Simon Wajcenberg in 2010 to satisfy the globalneed for a streamlined media planning and buying environment on mobile. StrikeAd FusionTM is the worldsfirst dedicated mobile demand side platform.StrikeAd FusionStrikeAd Fusion is a proprietary technology platform created to answer the ever growing need of mediaplanning and buying agencies to manage their mobile campaigns effectively through a single platform. Ourunique platform is not a bolt on to an existing DSP but a mobile-specific platform in its own right, a singleconsole through which agencies can plan, execute and evaluate hundreds of mobile campaigns, minute-by-minute, on a global basis.With sophisticated optimisation, tracking, insight and analytics, StrikeAd Fusion offers agencies unparalleledlevels of efficiency and visibility over their mobile advertising campaigns driving real return on investment.StrikeAd Fusion BenefitsScalable / Transparent inventory / Dedicated to mobile / Huge mobile reach / Significantly optimises agencymedia spend / Open API’s can integrate with existing web DSP’s / Delivers significantly greater ROIStrikeAd EngageStrikeAd EngageTM offers media planners a complete managed service to get their mobile campaigns upand running. We appreciate that agencies aren’t always familiar with mobile advertising. so we’re here tothem deliver their mobile campaigns through our StrikeAd FusionTM platform. For more information, please visit www.strikead.com How to Simplify Mobile Media Planning and Buying 13
  • 14. mobileSQUARED is a mobile research agency based in the UK specializing in mobile advertising,content/apps and services in 20 key mobile markets around the world. The company comprisesmobile analysts and journalists that have been covering, tracking, forecasting the key areasof mobile since the late 1990s, and have worked for some of the most influential newsletters,magazines, and written industry-shaping reports on advertising, content/apps and services.