Knowladge

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The Future of
Wearables

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Nice to meet you
Chris Cunningham
Head of Mobile & Global Brand Partnerships

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Thebrand
consumer
connection

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8. ironSourceironSource

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Andthenthere
wasSEARCH

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Re-targeting

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Thesmart
phonethat
changed
everything

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Location
targeting

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App
targeting

14. Source: eMarketer
USMobileAppInstallAdSpending,
2013-2015
ironSource
2013 2014 2015
Mobile app install ad spending (billions) $0.77 $1.67 $3.00
% Change - 115.5% 80.0%
% Of total mobile ad spending 7.3% 8.7% 10.4%

15. Second
screen
syndrome
ironSource

16. Familytime
isn'twhatit
usetobe
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17. SecondScreenActivitiesConductedby
USTVViewers,May2014
% of responders
Check emails not related to the show
58%
Do other activities not related to the show
53%
Pass the time while commercials are on
52%
Check my social media updates not related to the show
41%
Research or look up something about the show
38%
Interact on social media with friends about the show
24%
Look up a product or service related to an ad you saw
22%
Interact on social media with the show’s page or fan page
20%
Use an app related to the show
13%
Other
2%
None
3%
Source: eMarketer
ironSource

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Thewatch

19. Source: eMarketer
WearableDeviceShipmentsWorldwide,
Smart*vs.Basic,2014-2019
millions of units
Basic Smart*
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2014 2015 2016 2017 2018 2019
5244362720
74
63
50
38
26
126
107
86
65
46
19
4
15

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21. ironSource
Brandsneedto
leveragetoday's
wearable
environment
correctly

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Wearable
challenges

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x
Super Gym
You haven’t been to
the gym for over
two weeks!
Schedule a
session now!
Don’tlookfor
anexcuse
Certaintyadultdiaper

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Brandsneedto
leveragetoday's
wearable
environment

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SURFING
THE WEB
USING
MOBILE APP
SURFING
MOBILE WEB
BROWSING
SOCIAL MEDIA
RE-ENGAGING
WITH AN APP
CUSTOMIZING
A NEW DEVICE
EngagementMomentsPeople Ads
HELLO:)

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Whatdoes
advertising
reallymean?

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Personalized
experiences

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Whatto
consider
Scale Involvment
Timing
User
Experience
Context

29. DaveFitcher
FROM ORLANDO, UNITED STATES
TARGETING INSIGHTS
Uses an Android mobile deviec & PC
Top app category: Games
Hobbies: Sports/Travel
APPS INSTALLED ON DESKOP
APPS INSTALLED ON MOBILE
RECENT LOCATIONS
ORLANDO,
USA
LOS ANGELES,
USA
LONDON,
UK
BARCELONA,
SPAIN
ironSource

30. Howto
personalize
thewearable
ironSource

31. ironSource
x
You’re 250 yd away
from Zara.
Just turn right on
Broadway
Nike+
Wow, a 10 k run!
You must be starving.
Re-energize at
PureJuice.
A free coupon is in
your inbox!

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Lackof
interoperability

33. ironSource
Thank you