3. Agenda
Challenge 1 Traffic fragmentation
Challenge 2 iOS conversion tracking
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
4. Welcome to the
jungle!
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
5. The daily routine as mobile advertiser
Multiple ad networks, complicated tracking & opaque reporting need a
lot of time, money and effort to handle
Many tracking SDKs
Fragmented market Unclear reporting No optimization
necessary
CPC CPD CPA
SDK Integration
0,07 1,50 ?
Cost per User
Installs
CPC CPD CPA
SDK Integration
0,07 ? ?
Steps to CPC CPD CPA
advertise SDK Integration
0,07 ? ?
an app
CPC CPD CPA
SDK Integration
0,07 2,00 ?
More SDKs… More reporting
More ad networks
dashboards
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
6. The solution
Comprehensive tracking allows optimization
One tracking Aggregated market Clear reporting Optimization
Ad Day/ Con Banner
Network Publisher Time -nection
CPC CPD CPA
0,07 1,50 3
Steps to 0,07 2 2,5
advertise Universal
tracking SDK 0,09 1 2
an app
0,07 0,5 3
0,06 0,5 2,8
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
7. Tracking reality today
Apple App Store’s firewall cuts off all tracking information
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
8. Conventional tracking solutions
Overview of the currently most common solutions in the market
Device ID Fingerprint Cookies
Only available for 40%
Only 60-80% accuracy Bad user experience
of all traffic
# installs
First apps
40% using Cookie-
Tracking
already
✗
banned by
✗ ✗
Apple
24 hrs. time
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
9. Introducing AccuTrack
100% accuracy with no disruption of user experience
Tracks 100% of all No disturbance
100% accurate
mobile sources to user experience
Click
x
✓ ✓ ✓
Install
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
10. Trademob at a glance
Tracking with AccuTrack
Unrivalled technology that
provides 100% accuracy for all
traffic sources
smartBoost Online Dashboard
Managed campaigns for Fully customizable pivot tables
guaranteed top App Store
ranking to maximum number of
organic downloads
Campaign Management
Full service offering, including
media buying, tracking and
optimization
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
14. How to ensure you mobile presence is a
success
Mick Rigby
Mick@yodelmobile.com
15. Mobile strategies
BRAND REVENUE
STRATEGIES STRATEGIES
Retention Differentiation Experience Acquisition Monetisation
Accessibility Expectations Immediacy Lower CPA’s Mcommerce
Greater Usage Comp advantage Better service Greater returns New rev streams
Headline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart
16. How do you leverage the success of your real
estate?
Mobile Search
Digital
Native Applications
CRM
M-sites
Passbook vouchers
Above the Line HTML Apps
Mcommerce site
M- Social
Mobile Display
17. Not all mobile is successful
Mobile Best Overall Mobile Mobile Worst
Performance Performers Performance
50
44.4
40
29.8
30
18.1 19.9
20
16.3
14.5
12.1
10
5.9 4.7
3.9
2.4
-2.7 -1.3 -4.9 -4.0
0
Aided Brand Awareness Mobile Ad Message Brand Favorability Purchase
-10 Awareness Association Intent
18. How do you ensure your mobile Display
activity is effective?
19. How do you succeed
Tracking Creative Campaign Learnings
21. The tracking journey
Your tracking solution
Publishers Networks Carriers
(CPM) (CPC) (CPU/CPM)
• Banners
• Banner click • Networks
• Network • Time of day
Banner / HTML Msite Application
• Day of week
Ad • Publishers
• Publisher
• Coded publishers
• Publisher groups
• App downloads
• Events • Virtual CPA
• Section searched • Behavioral
• Actions taken groups
• Location • Usage
• H/M/L Usage
• Activity Usage
• Retargeting
22. Make sure your mobile tracking…..
Works across all OS, HTML and mobile web
Integrates into Search, Display and Online
Utilizes all points of reference
Is universally accepted by networks and
publishers
23. The Right Tracking will …
optimize activity Track from an Result in ongoing
Hourly Impression to a Campaign
Daily click download Improvements
By publisher Registration and Budget
Network Purchase Management
creative ad solution Future Planning
Ultimately a desired cost per acquisition or Brand favorability
improvement
24. And will result in cost per acquisition going
south
Cost Per Acquisition $
60
50
40
Creative 1
Creative 2
Creative 3
30
Creative 4
Creative 5
20
10
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
27. Different solutions do different things
Brand Engagement Direct Response
Pre Roll Video HTML5 Rich Banner To Video Standard Banners
Media
Content Expandable Overlays Geo targeted SMS
Banners Banners
28. The Six principles of mobile creative
Make it Relevent
Ensure its Engaging
Surprise and Delight
Play to your strengths
Be Competent
Consider the Time and
Place
34. Things to remember when planning a mobile
campaign
1. Understand your target user base. Who is going to see
the ad, where are they going to see it, what time are
they going to see it?
2. How are they going to interact with the ad?
3. A strong call-to-action encourages interactivity and
engagement which is in turn extremely valuable for
brands and gives a better chance of users clicking
through
4. Make sure the destination of the advertising is mobile
friendly/optimised.
5. Clear and persistent branding is important for brand
awareness
35. Optimob process – App discovery
STAGE 1: Initial STAGE 2 : 7 – 10
Campaign objectives campaign day benchmarking of
recommendation optimisation
Country, devices, publisher, genre, region, Evaluation of all
timings, creative, demographics campaign dynamics
STAGE 5 : Interim STAGE 3 :
STAGE 4 : App store
and post campaign Implementation of
evaluation position effect
optimisation
Marco & micro Phasing, budget and Ongoing campaign
knowledge and timing management management
recommendations
44. OUR MOBILE SERVICES
We help brands conceptualize, design and develop engaging
mobile and cross channel experiences.
MOBILE PRESENCE MOBILE CAMPAIGNS AUGMENTED PRODUCT
EXPERIENCES
We mobilize your brand We help you to win and keep We augment your product eco-
experience with… customers within your system by offering mobile
marketing mix with… services with…
- Mobile strategy
- .com mobilization - Mobile CRM campaigns - Mobile payment
- Mobile shops - Mobile couponing - In-car systems & car
- Branded apps - QR-code campaigns connectivity
- Campaign supporting apps - Connected healthcare &
and sites fitness services
45
49. the smartphone is your modern day travel agent.
search remains
the #1 planning
in july ‘12 nearly
source for
40mm u.s.
personal travel.
consumers used
smartphones for
travel.
one out of
every two
searches results
in a purchase.
50
50. the rules are changing (to the tune of $ billions).
51
51. This is the time for BIG IDEAS! So let’s get started…
52
53. but first we needed the right strategy
cutting edge / hip
PLANET HARD ROCK
LUXOR
COSMO
PALMS
dated / cluttered modern / sleek
MGM
WYNN
MIRAGE onservative / classy
54
67. Mobile Advertising 2.0
StrikeAd changes
Mobile Ad Buying:
Increase effectiveness of
Mobile Ad Spend with RTB
Licence the Platform
Track individual users
Target the right consumers,
in the right mindset, in the
right place
StrikeAd is a world leader in mobile advertising technology
68. The Leading Mobile DSP
"Now is the time to make your mark as the category leader in this space," said
Mr. Rahaman, who in June moved the headquarters of his company, StrikeAd,
to the Flatiron district from London. "You wait too long, and that spot gets
taken.“
-Crain’s NY Business
“StrikeAd, a startup that helps advertisers and
agencies manage their mobile campaigns, has
raised $3,500,000 in funding.”
-TechCrunch
“There are several new exciting companies calling themselves “mobile DSPs” that are emerging with the aim of solving this issue and
replicate the rapid growth and success that DSPs have experienced in the display world. Companies such as ..StrikeAd...”
-VentureBeat
69. Selected Clients
Large Media
Networks and
Independents
Brand and
Direct
Response
Advertisers
StrikeAd works with major Brands, mainly via their Media Agencies
70. How does it work?
System uses 1st and 3rd Party Data to uplift Ad performance
72. The most RTB Inventory
25000
21.5B
20000 Adiquity
Admeld
Impressions (Millions)
Google
15000
Madvertise
Mediba
10000 8.3B Mobclix
Mojiva
Mopub
4.4B
5000 nexage
Adsmobi
Smaato
0
Jan Feb Mar Apr May June July Aug Sep Oct Nov
• Available inventory growing and driven by additional supply partners; Google, Smaato, MoPub
• StrikeAd now aggregates more global RTB supply than any other player in the space
• Supports growth from new territories (Asia, EMEA) and formats (tablet)
StrikeAd has RTB integrated more mobile optimised media than anyone else
73. The StrikeAd ID
• StrikeAd anonymously, and without
retaining any personally identifiable Nexage
data, tags devices and users and stores a Nexage
app ID
ABC
Admeld
web
app ID XYZ
StrikeAd ID against them in its Nexage
cookie
Admeld
proprietary Audience Database web
cookie
app ID
FGH
Blue Cava Collider
• The high-load, high-speed database now ID user ID
powers StrikeAd’s four new solutions:
– Retargeting, AdTruth ID
StrikeAd …
User ID
– Applying 3rd Party Data – see next slide
– Frequency Capping and
– Behavioral Targeting
• We store 100+ data points per user in User
privacy safe way (full Notice and Choice Data
workflow)
The StrikeAd ID uniquely acts like a Mobile Cookie
74. How It Works
RTB
Agency &
1. Agency places a
mobile audience buy
with StrikeAd
2. Publisher makes
impressions
available on RTB
exchange.
3. StrikeAd works with
DMP to bid on only
impressions that
match the required
segments.
Admobius Allows StrikeAd to Reach Target Audiences Using 3rd Party Data
75. TNZ Case Study
GOAL: Drive qualified user traffic to visit and engage with Tourism New
Zealand sites.
Targeting:
STRATEGY:
Leverage 3rd party data segments to
reach audiences that align with
TNZ’s core targets:
Affluent Travellers, HHI $100K+, and
Entertainment Enthusiasts
Creative:
Execute a high-impact rich media
campaign on tablets to drive traffic
to & engagement with TNZ’s site.
Behavioral Targeting & Rich Media on Tablets - Working with Razorfish Seattle
76. TNZ Results!
Overall, using household income to target resulted in a 100% increase in click-through rate and a
125% increase in engagement rate over app category/channel target for a CTR of just over 9%!
We also experienced a 23% higher click-through rate and 33% higher engagement rate when
using Entertainment interest to target than using channel targeting
Expand Rate Engagement Rate
(expands/impressions) (engagement clicks/unique visitors)
6.00%
5.68% 64.00%
3.77% 63.00%
5.00% 3.76% 62.00%
4.00% 2.95% 61.00%
60.00%
3.00%
59.00%
2.00% 58.00%
57.00%
1.00%
56.00%
0.00% 55.00%
100k+ Entertainment Traveler Overall 100k+ Entertainment Traveler Overall
Enthusiasts Enthusiasts
StrikeAd helped TNZ exceed their campaign goal of a 2.5% expansion rate with 3.77%!
The Travellers Segment had the highest engagement rate at 63.87%!
77. 1 - Audience Segments
Our partner, AdMobius, provides appropriate audiences – StrikeAd then buys
those audiences
AUTO SHOPPERS
Mobile consumers who are in market to purchase an automobile and are actively researching and interacting with
content in order to solidify their brand consideration set. They frequently access mobile apps and sites, performing
research on specific make/models, dealer locators and auto loan options. They are also visiting the physical
locations of their area dealers.
BUSINESS DECISION MAKERS
Mobile executives who spend more time than the average mobile user on business productivity, executive
management, marketing, sales, enterprise, financial sites and apps. They frequently are present at corporate
locations and consume global business news.
HEALTH SEEKERS
Mobile consumers who have more than average health or fitness apps installed on their device, and are frequently
engaged with them. They are highly engaged with interactive health tools that provide them tips on dieting, track
their fitness routines and even help them develop inner peace through meditation.
TRAVELERS
Consumers who engage with travel apps and content (making purchases on packaged vacations, hotels, and flights,
researching travel prices, etc.) on a frequent basis. They may also spend more time than the average mobile user
researching foreign locales.
78. 2 - Location based Segments
Given a device’s location & time, our partner, PlaceIQ, provides appropriate
audiences – StrikeAd then buys those audiences
High end Women’s retail
Fine dining
At the office
Young professional household
Luxury vehicle owner
Luxury Consumer
1 2 3
Activation Determine Audience Ad Targeting &
A mobile user opens an application or PlaceIQ matches the collected location Delivery
webpage and their anonymous location to location and time data and finds StrikeAd matches the right ads to the
is time-stamped and collected. associated behaviors, profiles, and intent right audiences, moments, and places.
of users likely to be there at that Delivering a targeted audience and
moment. ensuring relevant messaging.
79. Map Consumers to Place
& Time
Deliver Advertiser messaging during key moments
• Modes contain geo and temporal parameters which allow us to find our audience in the world. We map these
moments to tiles and use them to target advertising to the right audience at the right moment.
• Indentify ideal moments throughout the week to deliver messaging that resonates with the Luxury Consumer
audience
Traveler
Shopping
- Airport
- Haute couture boutique - Transit hubs
Luxury Consumers - Women’s accessories retail - High end hotels
Recreation White Collar
- Pilates and yoga studio Professional
- Spa - Marketing company
- Cafe - Advertising company
- Management company
80. All Targeting
AUDIENCE OPTIMIZED RON
Predictive RON that finds your target audience via algorithm
Limits wasted impressions
BEHAVIOR
3rd party data collected from AdMobius
Relevant segments for all types of brands
DEMOGRAPHIC
Combination of 1st and 3rd party data
Age, Gender, HHI
LOCATION DATA
Place IQ
Matches Location & Time Data and finds associated behaviors, profiles, and intent of users likely to be there at
that moment
CHANNEL
Reach users based on specific publisher content
GEOGRAPHIC
Country, State, DMA, City, Zip, Geo-fence
MOBILE RETARGETING
Re-message users who have expressed interest in your brand
Build pools of users for future use
DEVICE
Tablet or Smartphone
Carrier (Android, iPhone, etc.)
83. Fresh Thinking:
Using Mobile to
Keep Your Brand Fresh
Dakota Sullivan, SVP Americas
NYC, February 6, 2013
Dakota Sullivan, SVP Americas
NYC, February 6, 2013
84. [a•mo•bee] (n.) mobile to the core.
2012 GSMA Mobile Advertising A few of our customers
Agency of the Year
Confidential. Do not distribute. Copyright 2013 Amobee, Inc.
85. How Most Brands & Agencies Still
Think About Mobile
Celebrity
TV Superbowl
Spot!!
Top Chef
Sponsorship!
Apprentice
Feature
Episode!!!
Print 8 Page Cosmo Pull Out! Full page ad in Forbes!
Valentines Day Roadblock Yahoo! Content
Digital Total Web Domination!! Integration!
Mobile Animated GIF banners
86 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
86. How Most
Consumers Think
About Mobile
87 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
87. Mobile Should Be As Important
To You As It Is To Them
Some brands starting to fully embrace mobile—most focus on utility
Rich On-the-go
content: & in-store
expert advice, features:
tips to inspire barcode reader,
purchase social tie-ins,
ratings
However, utility is only one aspect of mobile…
88 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
88. What about
inspiration?
89 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
89. PULSE 3D:
Ads as Amazing as Apps
Goes far beyond HTML5
Uses full capabilities of devices
Interstitial, full-device screen ads let
viewer play, explore, and shop
Brand new technology owned and
only offered by [a•mo•bee]
90 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
90. 91 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
91. “Phy-gital” Impact
Mobile + Out-of-Home woven together
for campaign that will dazzle the most
jaded consumer
Use mobile video, re-targeting, geo-
fencing, day parting, QR, NFC, all
driven by real time mobile data
[a•mo•bee] executing this today,
delivering CTRs up to 24%, 50%
increases in app installs, heavy
increase in retail footfall
92 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
92. Augmented
Reality
eBay’s augmented reality campaign
can be triggered by both poster and
press ads
Video content promoting
the campaign is ‘projected’ onto the
print ad, deepening the message
Several different call to actions are
featured including app downloads &
links to purchasing featured clothes
93 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
93. Thank you!
• Talk to us during networking session
• Category exclusivity still available for PULSE 3D
holiday campaigns
Dakota Sullivan Jolie Giuffre Mike Kerans
SVP Americas Sr. Mobile Strategist, Business Development
Travel Vertical
94 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
97. Our Global Operation
376 Airports Worldwide
5,656 Flights Daily
Approximately 400,000
customers daily
74,000,000 bags / yearly - over 200,000 daily
Approximately 300,000 operational messages daily
98. FlightView Survey - Business and Leisure
Survey of over 2,600 travelers
93.6% want flight status information
73.2% want boarding alerts
57.4% want upgrade information
39.8% want stand-by status updates
101. Going Mobile – m.web AND app.
Extending key website tools to the mobile channel
m.united.com
Text Version
Smart Phone Version
Mobile App
iOS
Android
103. Circa 2010 iTunes Comments
Was hoping to see an easy app, that would allow me to
directly check availability, cost, book flights, check-in, and
make itinerary changes mid trip…This app does none of
these things.
How about push notices for flight status changes?
…a good start. But basically this is just a giant bookmark
that happens to remember your xx.com username and
password. All the actual transactions take place via mobile
safari…
…no real app, just a launcher for their mobile site. This is
too weak for a global player like XX.
104. 2010 App Requirements
Check-in
Mobile Boarding Pass Storage
Flight booking – basic
Flight Status (same detail as /info sites today)
Account status
My reservations
Push trip-alert notifications
Club Locations / Wayfinding
105. Mobile App – the basics
Native – iOS / Android
Speed
Customization
Better User Experience
Full Featured
Native booking
Including Award Travel
Wallet