Introducción a la compra programática móvil:Situación del mercado y conceptos básicos

1. Programmatic Media Buying:
Making it possible for advertisers to
buy mobile media effectively

2. of all advertising
investment will be
programmatic62%
70%
of all programmatic
media buying will be
mobile
PREDICTIONS FOR 2016 ACCORDING TO E-MARKETER

3. Automated buying, placement and optimization of
media inventory
Media buying decissions taken impression by impression,
user by user
PROGRAMMATIC MEDIA BUYING: WHAT IS IT?
Data Driven
WHAT
HOW
WHY

4. Pretargeting determined by humans, i.e.
reach users who have visited your website
in the last 30 days, or users who have
visited an airport a number of times in
the past month
Media is purchased or not based on the
results of a a mathematical formula, for
example, one that determines probability
of engagement
WHAT PROGRAMMATIC BUYING ENTAILS
Predetermined Audiences Audiences Determined by
an Algorithm
Programmatic Direct
EITHER OR
Real Time Bidding
CPM Price for inventory decided in an
open or private auction
CPM Price for inventory
previously agreed with publisher, either
on a first look or guaranteed basis

8. 8
THE MARKET BECOMES PROGRAMMATIC, MORE SO ON MOBILE
60%-75% of all digital display advertising will be
traded programmatically by 2017*
* IAB UK - August 2014
Share of
programmatic in
mobile ahead of
desktop*
ONLINE
DISPLAY
MOBILE
DISPLAY
12%
14%
19%
55%
Programmatic RTB
23%
14%
27%
36%
Programmatic Direct
Networks
Direct Sales
UK 2013
Billion $
eMarketer - Oct 2014
Mobile Display - Programmatic
US Data

9. 9
THE MARKET IS MOBILE... AND IS APPS
8%
Mobile
Web
52%
Mobile
Apps
Digital Media
Engagement**
40%
Desktop
*Flurry US - April 2014; **Comscore August 14, US
85% of average US
consumer time spent in
Apps vs Mobile web**
% Digital Advertising Spend**
15%
Mobile
85%
Desktop
**KPCB, May 2014
And money is not yet
where eyeballs are!

10. 10
Ad Formats: MRAID
required to serve rich
media in apps. Native ads
only on apps.
Different User IDs: In apps
users need to be identified by
native IDs (IDFA & GAID). In web,
cookies have many restrictions.
Cellular Connections: IP address
and attribution windows cannot
simply be used just as on web.
Non-Standard Browsing
Experience: what a user
sees and can do inside apps
depends on each SSP, and is
different for Android and iOS.
Location Information available
at scale for targeting and
optimization thanks to apps.
21 3 4 5
MOBILE IS DIFFERENT: WEB + APPS

11. 11
Support Deal ID
Private Deals with publishers
supported today
In Pipeline
Not connected to mediasmart today,
but in process
AND THAT HAS CREATED AN ECOSYSTEM OF MOBILE FIRST COMPANIES
AD EXCHANGES / SSPs RICH MEDIA /
ATTRIB.TOOLS DATA PARTNERS

12. 12
That is why you need mobile first
Demand Side Platforms to take
advantage of this huge opportunity.
Advertise effectively both in App and
Mobile Web inventory, whether you
have apps or not.
MOBILE FIRST

13. 13
So that you can focus on all the advantages that mobile has to offer
SIMPLE TO USE, BUT MANAGING A LOT OF COMPLEXITY IN THE BACK-END

14. THANK YOU!
Noelia Amoedo
+34 627486335
noelia.amoedo@mediasmart.mobi
www.mediasmart.mobi