The document discusses the growing dominance of mobile, with consumers spending more time on mobile than TV. It highlights opportunities for marketers through mobile programmatic data and buying audiences in mobile apps. Programmatic buying is described as using automated processes to make inventory placement decisions and incorporate feedback. The key is having first-party mobile data to define audiences that can be reached programmatically and retargeting specific customer segments.

1. The Future of Mobile:
Data-fueled,
Programmatic and
Dominant
Eric Garcia
Client Account Director, EMEA

2. 900
Clients
3.5B
Downloads
3400
Apps
40 of the Top 50
Grossing Apps

3. Unprecedented Opportunity for Marketers
Mobile Programmatic Data

4. Everyone’s Attention is on Mobile
Consumers now spend more
time on mobile than on TV
$135 billion
in revenue will
be generated
by mobile apps
Mobile in 2018
commands 20%
of all media time
– but only 4% of
media budgets
Mobile: over 50%
of transactions on
Amazon, Gilt,
Groupon, and
many others, 75%
of Facebook and
Twitter usage
1.5 B mobile
devices
expected to ship
in 2014
2014 mobile app
revenue: $45 B
eMarketer/Yankee Group IDC – May 2014 Various Mary Meeker, May 2014 eMarketer/Yankee Group

5. Mobile Data

6. Audience Buying in Mobile
Are you buying
your audience
from:
OR ?
Mobile Web Mobile Apps

7. The Answer Should Be Mobile Apps
! 87% of mobile usage is in mobile apps
! If you aren’t buying your audience in
mobile apps, you aren’t buying (much
of) your audience

9. Mobile Data:
Bigger and Better
! 1st party mobile data = highly
actionable insights
! 3rd party mobile data = huge
potential for defining audiences
Example:
Fiksu’s ability to
capture, process,
and act on data
1.7B
Mobile device profiles
5.4T
Marketing Events
3.5B
Downloads Driven

10. But Remember: It’s Different On Mobile
! Data is handled differently than on
the desktop
! Unique challenges on mobile
! Result: Huge paradigm shift

11. Programmatic
Once you have the data on who your audience is,
how do you reach them?

12. The Growth of Programmatic
US & Worldwide Programmatic Display Ad Spending, 2011-2017
$2.8B
$4.5B $4.8B
$7.6B $7.5B
$12.0B
$9.8B
$16.6B
$12.4B
$21.9B
$14.8B
$27.3B
$16.9B
$32.6B
2011 2012 2013 2014 2015 2016 2017
Source: MAGNA GLOBAL
Global
US

13. What Is Programmatic Buying?
Over 60% of ad agency execs feel there’s no accurate, unified definition
Fiksu’s Definition:
“Programmatic buying is using an automated
process to make inventory placement
decisions, execute on those decisions, and
incorporate closed-loop feedback.”

14. Programmatic Buying: Beyond RTB
! Significant portions of the ecosystem not
available to SSPs
! More data can be layered on in non-RTB
programmatic buying
! Key: Programmatic is not just RTB

15. Programmatic Closed Loop Feedback

16. Audiences
Once you have data and programmatic access to
inventory, what audiences can you buy in mobile?

17. Data Enables Audience Buying
Context
Demographics
App Usage
Real-time data
Interests

18. Social Networks: Deep Audience Insights
! Precise audience
segmentation
! Actionable data on age,
gender, marital status,
interests and more!

19. Audiences Reached Through Retargeting
! Reach specific segments of current
audience, including:
- Lapsed app users
- Stuck in funnel
- Cross device
Ke y: Capture your first-party data!

20. Tying It All Together: What Fiksu Does
Superior Fiksu data
Data + customer goals
define mobile audiences
Audiences bought programmatically
through unparalleled
mobile ecosystem reach
Results
Optimization Technology
Attribution Technology
• Best possible mobile marketing performance
• Highest quality customer engagements
• Deepest insights from analytics

21. Thank You!
Want to talk?
eric@fiksu.com
www.fiksu.com
@fiksu
Learn more: fiksu.com/resources