1. The number of smartphones sold in 2011 exceeded PC sales for the first time according to Gartner. Mobile ad revenues also surpassed traditional channels in western Europe for the first time. 2. The presentation discusses three routes to the mobile market - performance, video, and rich media. Performance focuses on driving results through cost per click or cost per conversion campaigns. Video allows brands to establish mobile relationships through click to video ads. Rich media provides on-device brand experiences through interactive ads. 3. Analytics for campaigns provide details on user interactions, trafficking metrics like views and clicks, and engagement metrics like video completion rates. Case studies highlight Peugeot cost per lead campaigns, brand video campaigns, and interactive

1. MOBILE
RETAIL
&
BRAND
MASTERCLASS
Albert Pescheck Richard Wetherill
Geschä'sführer
DACH
Director
of
Adver5sing

3. Small
is
Big
!
The
number
of
smartphones
sold
in
2011
exceeded
that
of
PC‘s
For
the
first
Ime!
(Gartner)

4. Small
is
Big
!
For
the
first
Ime
ever
in
western
europe
mobile
ad-­‐revenues
surpass
a
tradiIonal
channel
(IAB
/
PwC
2012)

5. Time
spent
Time
spent

6. (Flurry)

8. Tracking
TargeIng
Engagement

9. Mobile networks deliver coverage and frequency
50.3%
15+ Adults
Source: Kanter World panel Jan 2012(DE 15+ Adult Universe)
Est. DE Smartphone Penetration 55%

10. Moving with behaviour
BIG
OPPORTUNITY

11. 3 Simple Routes to Market
1 2 3
Performance
Video
Rich
Media
Delivering
Audio
Video
Driving
Results
Experiences
Powering
Brands
CPM
CPM
CPC
Engagement
Extensive
Post
Results
Driven
AnalyIcs
Click
Analysis

12. 1. Performance - Peugeot
Simple
staIc
&
animated
banner
Through
to
a
clean
landing
page
Metrics:
Conversion
tracking
enables
the
clearly
idenIfying
acIons
against
adverIsers
to
monitor
CPL
whereby
brochure
requests
to
test
drives
Client
Services
opImises
towards
a
pre-­‐
agreed
Cost
Per
Lead
...

13. 1. Performance – cost per conversion
Adfonic cost per conversion analysis available via the agency interface.
Extensive
reporIng
breakdown
by
device,
locaIon,
plaZorm,
date
across
App
downloads
and
site
conversions
Analy5cs
IdenIfy
exactly
how
users
are
interacIng
with
your
ads.
See
which
pages
they
navigated
to
and
how
they
interacted
with
the
components
you've
used.
Trafficking
metrics
*
Actual
impressions
*
Expands
(click,
interacIons)
*
CTR
(expands
per
impression)
Engagement
metrics
*
Video
plays
*
Average
%
viewed

14. 2.
Video.
.
.
Powering
Brands
Click-­‐to-­‐video
replicates
the
power
of
a
TV
ad
on
a
Mobile
device
screen.
AdverIsers
can
plan
and
buy
global
click-­‐to-­‐video
campaigns
across
Mobile
sites
and
applicaIons
and
measure
engagement
Ime
with
their
brand.
Video
benefits
• Mobile
sites
and
apps
are
now
aFrac5ng
large
audience
sizes
comparable
with
prime
5me
TV
Shows
• Opportunity
for
brands
to
establish
rela5onships
on
new
media
channel
• Integrated
campaigns
can
now
drive
awareness
on
mobile

15. 2.
Adfonic
Video…
Engagement
metrics
Adfonic video analytics- available via the agency interface.
Includes
breakdown
by
quarIle
and
overall
engagement
score
across
total
views.
Its
all
about
engagement
–
this
how
it
works:
• Each
unique
view
duraIon
is
measured
individually,
tracked
and
averaged.
Analytics
Identify exactly how users are
• The
percentage
of
engagement
is
derived
from
the
averages
across
each
quarIle.
interacting with your ads. See which
• From
this
we
'score'
the
level
of
engagement
using
the
following
equaIon:
pages they navigated to and how they
interacted with the components you've
(Total
Seconds
Viewed
/
Number
Of
Views)
/
Length
Of
Clip
used.
Trafficking metrics
* Actual impressions
* Expands (click, interactions)
* CTR (expands per impression)
Engagement metrics
* Video plays
* Average % viewed

16. 3.
Rich
Media
–
on
device
brand
experiences
Scan
via
iPad
for
on
device
demonstraIon
http://creator.celtra.com/preview/810

17. Delivering,
deeper
analyIcs
Analy5cs
IdenIfy
exactly
how
users
are
interacIng
with
your
ads.
See
which
pages
they
navigated
to
and
how
they
interacted
with
the
components
you've
used.
Trafficking
metrics
*
Impressions
*
Actual
impressions
*
Expands
(click,
interacIons)
*
Actual
expands
(click,
interacIons)
*
CTR
(expands
per
impression)
Engagement
metrics
*
Page
views
(total
and
per
page)
*
Video
plays
*
All
events
and
acIons
triggered
*
Any
custom
event

18. 3.
Rich
Media
-­‐
Fiat
on
Adfonic
Over 10 billion Rich Media enabled
Ad Impressions globally across
major smartphone platforms.
With over 500 million UK
impressions drive brand
engagement, generate traffic,
acquire leads, increase app
downloads or generate sales.
Fiat
Punto
Banner
:
hap://creator.celtra.com/preview/7817
Fiat
Punto
MPU
:
hap://creator.celtra.com/preview/7818

19. Visa
Brand
Campaign
on
Adfonic

21. MOBILE
RETAIL
&
BRAND
MASTERCLASS
albert.pescheck@adfonic.com