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What Mobile Advertising Platforms can do for Advertisers and Networks
Mobile ad spending in Western Europe is projected to grow significantly between 2011 and 2016. Currently, there are inefficiencies in how ad dollars are spent compared to where consumers spend their time on media. Mobile advertising platforms can help advertisers and networks by providing transparent reporting, optimization of ad campaigns across networks, and increasing budgets and fill rates for networks through satisfied advertisers seeing better results.
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What Mobile Advertising Platforms can do for Advertisers and Networks
- 1. 2/8/2013 What MobileAdvertising Platforms can do for Advertisers and Networks Mobile ad spending in Western Europe 2011- 2016 $8.4 Note: Includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P $6.4 messaging-based advertising; includes ad spending on tablets – in billions $4.3 $2.7 $1.7 $0.8 2011 2012 2013 2014 2015 2016 Source: eMarketer, Dec 2012 Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 1
- 2. 2/8/2013 Inefficienciesin the mobile advertising market 2011 US ad spending vs. consumer time spent using media 43% 40% 29% 23% 22% 16% 11% 6% 9% 1% TV Print Web Radio Mobile Ad spend per media Time spent per media Source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com Welcome to the jungle! 2
- 3. 2/8/2013 And all theroads we have to walk are winding And all the lights that lead us there are blinding 3
- 4. 2/8/2013 At least we get great results! Don‘t we? Status quo of mobile app marketing No useful tracking, no optimization Campaign Clicks CPC Installs CPI CPX 1 CPX 2 Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 4
- 5. 2/8/2013 Let’s look at advertisers KPIs Every campaign should be tracked CPC / IAP / Subscription / CTR / CPI Booking Order / / Reorder / Active / User Search / CP / Registration Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com ...and the KPIs of ad networks Understanding their business model Ad networks optimize Revenue campaigns to maximize ad Premium revenue per impression (eCPM) CPM $$$ Premium Blind CPC $$ Blind Low CPC $ Ad impressions Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 5
- 6. 2/8/2013 Introducing app marketing platforms Optimizing results for both advertisers and ad networks 1. Advertisers 2. Ad Networks 3. Mobile Advertising Platforms Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com The daily routine of mobile advertisers Multiple ad networks, complicated tracking & opaque reporting need a lot of time, money and effort to handle Many tracking SDKs necessary Fragmented market Unclear reporting No optimization CPC CPD CPA SDK Integration INSTALLS 0,07 1,50 ? COST PER USER 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 ad networks… More reporting dashboards Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 6
- 7. 2/8/2013 Life with a mobile advertising platform Platforms make mobile app promotion easy and reduce CPI by 70% One tracking Aggregated market Clear reporting Optimization INSTALLS COST PER USER CPC CPD CPA 0,07 1,50 3 Steps to advertise Universal 0,07 2 2,5 an app tracking SDK 0,09 1 2 0,07 0,5 3 0,06 0,5 2,8 CPI reduction by 70% Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com Get transparency about your campaign Track all campaigns in detail and understand where your valuable users come from • Universal tracking for all ad networks and media sources (1 SDK/S2S) • One easy-to-use analytics dashboard to manage all campaigns • Detection of fraud & inefficiencies, i.e. detection of double announcements • Automatic traffic quality analysis • 100% campaign transparency (from publisher to custom in-app- conversions) Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 7
- 8. 2/8/2013 Harness the power of data Optimize your ad spend & maximize users A huge data-jungle with millions of campaign data cannot be mastered manually 13% 14% CPI without optimization Ad network- level optimization Overall CPI 12% reduction of 70% protection/blacklisting on average. Click fraud Publisher-level 31% optimization Multi-level campaign optimization Campaign- parameter- optimization eliminates level inefficient ad spend and investment in useless or fraudulent clicks. Level 1 Level 2 Level 3 Level 4 Level 5 Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 8
- 9. 2/8/2013 Set campaign optimization to autopilot Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com Benefits for ad networks Satisfied customers lead to further engagement Increase fill rates Increase absolute budgets t t Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 9
- 10. 2/8/2013 Benefits for advertisers More active users, lower CPI All delivered with ease of buying and maximum transparency Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com Benefits for the whole market Maximum transparency, zero inefficiencies For Advertisers For Networks Leverage international traffic Leverage international sources advertiser base Improve business critical Attract new-to-mobile budgets KPIs Drive mobile marketing Identify performance drivers investment Provide market transparency Maximize yield of ad inventory Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com 10
- 11. 2/8/2013 Ready to rethinkmobile? 11