Josh Wexler GM, Mobile Rubicon ProjectMobile Marketing Association
The Mobile Project: Technology, Standards & Scale • Mobile is crea9ng new revenue opportuni9es for publishers and new immersive capabili9es for adver9sers to reach their target audience. To beneﬁt from these trends, publishers must embrace mobile and oﬀer adver9sers ad formats to drive ROI in this highly fragmented market. In this session, you will learn how to create a strategy to maximize mobile in a mul9-‐screen world – leveraging technology and standards to do it at scale. Mobile Marketing Association
M I S S I O N AUTOMATE BUYING & SELLING OF ADVERTISING"Mobile Marketing Association
#1 RANKING IN U.S. AUDIENCE REACH Ad Focus Ranking (U.S.) Category Ranking December 2012 UVs REACH • Entertainment RANK PROPERTY (MMs) (%) #1 • Entertainment News 1 Rubicon Project 214.2 96.7 • News & Information 2 Google Ad Network 208.0 93.9 • Technology 3 Speciﬁc Media 198.1 89.5 4 Federated Media 193.4 87.3 • Auto 5 AOL Adver9sing -‐ Adver9sing.com 186.5 84.2 #2 • Community Food 6 AT&T 185.7 83.9 • Community Personals • Games 7 Genome from Yahoo 184.5 83.3 • Health 8 Vibrant Media 181.3 81.9 • Real Estate 9 Real Media Group – 24/7 Access 177.8 80.3 10 ValueClick Networks 176.5 79.7 #3 • EducationMobile Marketing Association
TOTAL CONTROL FOR BUYERS & SELLERS Mobile Marketing Association #MMAF2013
AUTOMATION ACROSS DISPLAY AND MOBILE The Rubicon Project Marketplace AdverPsers Direct Deals Agencies P R R U E E B V V Trading L V V Desks I INFRASTRUCTURE S S B H E U E L DSPs Y R L Exchange Traded E S E R R Ad Networks Mobile Marketing Association #MMAF2013
DATA-‐DRIVEN LEARNING ALGORITHMS & REAL-‐TIME CLOUD IP Pricing Algorithms AucPon & • Proﬁling Historical: 3.5 trillion trades Big Data • Dynamic pricing ProtecPon Pricing Meta Data Algorithms • Rules mgmt. Real-‐Time: 1,000,000 bids/sec 30ms ProtecPon Technologies • Bid price per • Helix™ (bots) trade • Clearing price • SiteScout™ (malware) • Bid density • AdCheq™ (crowdsourcing) • 1M classiﬁed crea9ves Bid Eﬃciency Algorithms Real Time • Bid predic9on/throeling Cloud • 18,000+ CPU Cores • Real time data pipeline • 40+ gigabit/sec network • Network Operations Center • 3 petabytes storage • Zero failure protection (100% uptime)Mobile Marketing Association #MMAF2013
TECHNOLOGY STANDARDS SCALEMobile Marketing Association #MMAF2013
PREMIUM CONTENT, AD FORMATS, & ADVERTISERS FORMATS TARGETING MEASUREMENT Premium ad formats Enhance media with Measurement beyond (e.g. rising star, dynamic mobile speciﬁc targePng impressions & clicks (e.g. ads) (e.g. geo, device aeribuPon) targePng) Mobile Marketing Association #MMAF2013
2013 PUBLISHER’S MOBILE TRAFFIC PROJECTION >50% Mobile Marketing Association #MMAF2013
CASE STUDY: LEVERAGING PREMIUM AD UNITS Description • #1 Women’s site sees significant traffic growth in mobile and see money left on the table • Reactive mobile ad deals yield low CPMs • Need to arm sales with premium ad package • Need to arm sales with tools to upsell display advertisers to mobile Results • Increase CPM by 2-3x • Upsell display advertisers to mobile How? • Package creative & media for display advertisers without mobile-optimized assets • Innovate on new mobile ad units that fits within user experience • Analytics beyond impressions and clicks (e.g. emails sent, avg time video played etc.)Mobile Marketing Association #MMAF2013
Mobile CreaPve Best PracPces • Calls to action must be clear and kept to a minimum • Non-immediate calls to action are essential • Videos should be 30 seconds or less • Banner teaser and moderate animation increases engagement by 40 percent • Location, location, location • Adhesion units are a good way to offer premium productsMobile Marketing Association #MMAF2013
RUBICON PROJECT HIGH LEVEL DEEPER DIVE BEST PRACTICE “Watch video, See how, Try now”, and other direct call to ac9on approaches Call To AcPon increase engagement by 40%. User’s ac9on rate drops oﬀ signiﬁcantly when presented with more than three calls to ac9on. 37% of ac9ons taken by users are non-‐immediate (e.g. “Email this to me, Email to Non Immediate Calls To a friend, Send me a text reminder”), and others generate clicks and long tail AcPon engagement, especially for ads with oﬀers or informa9on about a product or service. Half of video view 9mes were 16 seconds, and the average video view 9me across Videos < 30 Seconds all campaigns was 30 seconds. Adver9sers need to capture a user’s aeen9on and deliver key messages within the ﬁrst 16 seconds of their video clip. Rich media aeracts aeen9on, but it has a nega9ve eﬀect when done to excess. The combina9on of a clear banner teaser such as “Watch video, See how, or Try Banner Teaser & Moderate now”, with a minimalist, one-‐9me anima9on of text and image, or an animated AnimaPon video thumbnail teaser aeracts the aeen9on of users without compromising their experience. Geo-‐targe9ng and dynamically adap9ng ad crea9ve to the user’s loca9on (e.g. LocaPon, LocaPon, LocaPon automa9cally showing driving direc9ons or diﬀerent product oﬀers by loca9on) increased click-‐through engagement by 27 percent. Adhesion are a good way to implement a 9ered approach to your ad products. Adhesion Units Adhesion can command with 2-‐3x CPMs with 2-‐3x CTR performance. Mobile Marketing Association #MMAF2013
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