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Mobile UA 2.0: Three trends in Mobile Marketing for 2016 and Beyond

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Three trends in Mobile Marketing for 2016 and beyond

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  • Few good points there. Dominance of video is still a bit far away IMO, since videos can be so heavy. We'll have to wait and see!
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Mobile UA 2.0: Three trends in Mobile Marketing for 2016 and Beyond

  1. 1. #MAU2016 1 Mobile UA 2.0: Three Trends in Mobile Marketing for 2016 and Beyond Eric Benjamin Seufert - Heracles
  2. 2. #MAU2016 Eric Benjamin Seufert PRESENTATION TITLE TEXT
  3. 3. #MAU2016 Eric Benjamin Seufert PRESENTATION TITLE TEXT
  4. 4. #MAU2016 Eric Benjamin Seufert PRESENTATION TITLE TEXT Formerly:
  5. 5. #MAU2016 STATE OF THE APP ECONOMY
  6. 6. #MAU2016 STATE OF THE APP ECONOMY Über Points:
  7. 7. #MAU2016 STATE OF THE APP ECONOMY Über Points: - People aren't downloading many apps;
  8. 8. #MAU2016 STATE OF THE APP ECONOMY
  9. 9. #MAU2016 STATE OF THE APP ECONOMY Über Points: - People aren't downloading many apps; - Large companies own disproportionate amount of mobile time;
  10. 10. #MAU2016 STATE OF THE APP ECONOMY
  11. 11. #MAU2016 STATE OF THE APP ECONOMY
  12. 12. #MAU2016 STATE OF THE APP ECONOMY Über Points: - People aren't downloading many apps; - Large companies own disproportionate amount of mobile time; - Smartphone sales are driven by replacement in the western world.
  13. 13. #MAU2016 STATE OF THE APP ECONOMY
  14. 14. #MAU2016 STATE OF THE APP ECONOMY
  15. 15. #MAU2016 STATE OF THE APP ECONOMY
  16. 16. #MAU2016 STATE OF THE APP ECONOMY
  17. 17. #MAU2016 STATE OF THE APP ECONOMY Über Points: - App discovery is driven completely by marketing;
  18. 18. #MAU2016 STATE OF THE APP ECONOMY
  19. 19. #MAU2016 STATE OF THE APP ECONOMY
  20. 20. #MAU2016 STATE OF THE APP ECONOMY US MOBILE AD SPEND: 2015: $32BN 2016: $44BN 2017: $53BN 2018: $61BN 2019: $69BN 2020: $77BN
  21. 21. #MAU2016 STATE OF THE APP ECONOMY
  22. 22. #MAU2016 STATE OF THE APP ECONOMY
  23. 23. #MAU2016 STATE OF THE APP ECONOMY Über Points: - App discovery is driven completely by marketing; - Saturation in the app economy has limited the "pull" factor for discovery and rewarded developers that are capable of "pushing" people into apps (either via direct response ads or intent-driven search).
  24. 24. #MAU2016 STATE OF THE APP ECONOMY
  25. 25. #MAU2016 STATE OF THE APP ECONOMY
  26. 26. #MAU2016 STATE OF THE APP ECONOMY Thesis: - The app economy is saturated, installs are driven by advertising;
  27. 27. #MAU2016 STATE OF THE APP ECONOMY Thesis: - The app economy is saturated, installs are driven by advertising; - Sophisticated mobile user acquisition is table stakes for participating;
  28. 28. #MAU2016 STATE OF THE APP ECONOMY Thesis: - The app economy is saturated, installs are driven by advertising; - Sophisticated mobile user acquisition is table stakes for participating; - The largest developers are increasingly driving discovery through non-direct advertising.
  29. 29. #MAU2016 THREE TRENDS
  30. 30. #MAU2016 THREE TRENDS 1) Increasing importance of cross-device attribution;
  31. 31. #MAU2016 THREE TRENDS 1) Increasing importance of cross-device attribution; 2) Growing importance of fraud detection / prevention;
  32. 32. #MAU2016 THREE TRENDS 1) Increasing importance of cross-device attribution; 2) Growing importance of fraud detection / prevention; 3) Dominance of video.
  33. 33. #MAU2016 CROSS DEVICE ATTRIBUTION
  34. 34. #MAU2016 CROSS DEVICE ATTRIBUTION - Programmatic buying is growing on mobile;
  35. 35. #MAU2016 CROSS DEVICE ATTRIBUTION
  36. 36. #MAU2016 CROSS DEVICE ATTRIBUTION - Programmatic buying is growing on mobile; - Second-screen ad campaigns, video-first ad campaigns, and TV ad campaigns are becoming more important for developers;
  37. 37. #MAU2016 CROSS DEVICE ATTRIBUTION
  38. 38. #MAU2016 CROSS DEVICE ATTRIBUTION
  39. 39. #MAU2016 CROSS DEVICE ATTRIBUTION - In order to scale, advertisers will need to track video views across multiple devices in order to calculate ROI;
  40. 40. #MAU2016 CROSS DEVICE ATTRIBUTION - In order to scale, advertisers will need to track video views across multiple devices in order to calculate ROI; - Deterministic matching will further accelerate development of walled gardens.
  41. 41. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
  42. 42. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION - Mobile fraud is becoming a big problem for advertisers;
  43. 43. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
  44. 44. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
  45. 45. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION - Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad fraud they can't combat;
  46. 46. #MAU2016
  47. 47. #MAU2016
  48. 48. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION - Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad fraud they can't combat; - It's important for advertisers to understand fraud and balance costs against detection / prevention strategies:
  49. 49. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION - Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad fraud they can't combat; - It's important for advertisers to understand fraud and balance costs against detection / prevention strategies: - Technology Solutions (high cost, high impact);
  50. 50. #MAU2016 GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION - Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad fraud they can't combat; - It's important for advertisers to understand fraud and balance costs against detection / prevention strategies: - Technology Solutions (high cost, high impact); - Relationship Solutions (low cost, medium impact).
  51. 51. #MAU2016 DOMINANCE OF VIDEO
  52. 52. #MAU2016 DOMINANCE OF VIDEO - Video is becoming the dominant format for quality traffic on mobile;
  53. 53. #MAU2016 DOMINANCE OF VIDEO
  54. 54. #MAU2016 DOMINANCE OF VIDEO - Video is becoming the dominant format for quality traffic on mobile; - Not only that, but it's the format of new inventory:
  55. 55. #MAU2016 DOMINANCE OF VIDEO - Video is becoming the dominant format for quality traffic on mobile; - Not only that, but it's the format of new inventory:
  56. 56. #MAU2016 DOMINANCE OF VIDEO - Video is becoming the dominant format for quality traffic on mobile; - Not only that, but it's the format of new inventory: - A video strategy is critically important not only to advertisers but to publishers;
  57. 57. #MAU2016 DOMINANCE OF VIDEO
  58. 58. #MAU2016 DOMINANCE OF VIDEO - Video is becoming the dominant format for quality traffic on mobile; - Not only that, but it's the format of new inventory: - A video strategy is critically important not only to advertisers but to publishers; - Native, seamless video ad placements are becoming important sources of revenue for developers.
  59. 59. #MAU2016 THANK YOU! eric@hrcls.co @eric_seufert mobiledevmemo.com

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