Simon bailey velti mobile publishing masterclass


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Simon bailey velti mobile publishing masterclass

  1. 1. Mobile Ad Exchange:Transforming the mobile advertisingmarket for buyers and sellersSimon BaileyDirector Business Development EMEA12th April 2011 CONFIDENTIAL & PROPRIETARY
  2. 2. Velti: At-a-Glance Global technology enabler of mobile marketing and advertising campaigns for carriers, brands and advertising agencies Brands & Agencies: Executed 2,700 campaigns for 820 customers on five continents in 2010 Operators: Customers include 8 of the top 10 and 13 of the top 20 mobile carriers Media Inventory: 10+ billion monthly impressions. Platform reaches >2+ billion consumers Company Background: 10-year operating history: 250+ experienced mobile engineers Financials: Public on the NASDAQ Exchange (VELT) CONFIDENTIAL & PROPRIETARY 1
  3. 3. A Driving Force in Global Adoption of MobileAdvertising and Marketing CONFIDENTIAL & PROPRIETARY 2
  4. 4. What we do? mGage software platform enables operators, brands, agencies and media companies to execute mobile marketing and ad campaigns Advertising Marketing Results Reach Engage Convert Analyze Remarket Mobile Media Ad Server/Ad Site and App Builder Mobile Marketing Analytics CRM Marketplace Router Ad Exchanges  Ad Serving  Mobile sites  Mobile coupons  Campaign  Profiling, Media research  Mediation Router  Landing Pages  Mobile commerce dashboards Segmentation Media planning  Mobile Apps  Mobile social media  Conversion  Loyalty  70 templates Tracking  Cross-sell, Traditional media Up-sell Campaign planning and optimization End-to-end campaign Global execution Optimization across full-scale management of mobile media CONFIDENTIAL & PROPRIETARY 3
  5. 5. Table of ContentsI. Mobile Ad Exchanges – Some numbersII. What is an Ad Exchange?III. The power of Real Time Bidding on MobileIV. How Exchanges fit into a Publishers Revenue StackV. Velti in the Mobile exchange eco system CONFIDENTIAL & PROPRIETARY 4
  6. 6. Mobile Ad Exchange: Here to stay and available for mobile today Forrester RTB Report Feb 2011 US Online Ad Exchange spend Predicts 133% increase in RTB 2011 •$1.416 Billion 2010 (58% RTB) •$733 million 2015 (48% RTB) 2010 •Mobile will become the No. 1 screen for advertising Google •50% of all display Predicts: advertising targeting audience will rely on IAB Mobile •£83 Million Spent real-time bidding 2009 Display •Year on year growth Spend 116% •Advertising spend MobileSQUARED will increase 10x on Predicts: Mobile within the EU top 5 marketsIAB Mobile Display •£37 Million Spent •Launches 1st Mobile Spend Mobclix: RTB Ad Exchange CONFIDENTIAL & PROPRIETARY 5
  7. 7. What is an Ad Exchange? Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks* 2. Publisher sends ad 3. Mobclix platform alerts request to Mobclix Publisher’s approved buyers 1. Visitor loads exchange with a $.75 (DSPs, agencies, Ad Networks) App or mobile floor price* to ad unit’s spec, visitor profile, site page and app/ web page context I bid $1.50 I bid floor price (.75) $1.25 Winning bid price (1.25) 6. Visitors sees 4. Real-time auction! creative from highest 5. Mobclix exchange Highest bidder wins and bidder. Complete sends the corresponding pays the 2nd highest bid process takes only ~75 ad creative to Publisher rate ($1.25) milliseconds (if it beats the floor price) CONFIDENTIAL & PROPRIETARY 6
  8. 8. The power of Real Time Bidding on Mobile Targeting Capabilities for site:  Targeting Capabilities for Device:  Site Name, domain, url  ID of device  Category  IP address, country, state  Keywords  Make, model and carrier, operating system  Location – Lat and Long Targeting Capabilities for App:  Name, Domain of app publisher  Targeting Capabilities for User:  Category  Demographic, age, gender etc...  Paid or Free? Number of Apps downloaded, Type  Any 3rd party targeting groups – EG High Tech User Unique Audience Age: 25-30 Average Session: 5min Gender: Male Apps Downloaded: 18-24 Technology: Extensive App type: Games Spending Power: 90 Demographic Location Usage Profile Device + + + = CONFIDENTIAL & PROPRIETARY 7
  9. 9. How Exchanges fit into a Publishers Revenue StackMobile Ad Revenue Stack Exclusive Direct Sales: Ad Campaigns Indirect Sales: PrivateDirectly Sold / Sponsorships Exchanges Public Exchanges Guaranteed Ad Campaigns Link Directly Real time to the Mgage optimisation of your Real-Time Bidding Agency non-guaranteed planning tool. inventory Ad NetworkIndirectly Sold Optimisation for non guaranteed inventory • Automate Direct • Optimise 25+ Ad • No Economic Risk Campaigns Networks • Automatic RFP • Manage Channel • Full Control Conflicts process • Full transparency • Extend your • Deeper relationships existing sales with Agencies Spot Market Sales team. (Real-Time Bidding) • Maintain full control CONFIDENTIAL & PROPRIETARY 8
  10. 10. Velti in the Mobile Ad Exchange eco system Private Ad Exchanges. 25+ Ad Networks. 2 Billion + ads per month. 12,500+ Publishers. 70% of all Mobile Ads in China run through10 Billion Monthly Imps. CASEE. CONFIDENTIAL & PROPRIETARY 9
  11. 11. Thank YouSimon BaileyDirector, Business Development CONFIDENTIAL & PROPRIETARY 10