This whitepaper is intended to present a view of the current situation in mobile advertising and the trends that are shaping it today and will shape it in the future. While mobile devices are rapidly outpacing traditional personal computers as the platform of choice for consumers, marketing and advertising are currently failing to keep up and capitalize on the opportunity. We divide this whitepa- per into three sections to review the issue. The first section outlines the current landscape and economic realities for digital advertising. The second section defines and describes the key challenges facing mobile marketers and contributing to the core problem of mone- tization (or lack thereof). The third and final section provides practical advice for improving the economics of mobile advertising for everyone – both advertisers and publishers alike.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Managing mobile devices proactively depends on more than the tools — such as mobile device management — that offer a “silver bullet” for the onslaught of mobile support requests. IT has two choices: 1) work to patch and fix by continually amending policies and myopic infrastructure or 2) establish a stance rooted in control over the devices in place today and those likely to be requested tomorrow and well into a multi-device, connected future.
Solving this problem and establishing control is an issue not only of the proper technology but key relationships across the organization, informed and enforceable policy, and a multi-part technology stack to operationalize said policy. We call this the mobile control plane, a complex but critical layer of support that serves as the foundation for enterprise mobile rollouts that’s lacking in most companies today.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Managing mobile devices proactively depends on more than the tools — such as mobile device management — that offer a “silver bullet” for the onslaught of mobile support requests. IT has two choices: 1) work to patch and fix by continually amending policies and myopic infrastructure or 2) establish a stance rooted in control over the devices in place today and those likely to be requested tomorrow and well into a multi-device, connected future.
Solving this problem and establishing control is an issue not only of the proper technology but key relationships across the organization, informed and enforceable policy, and a multi-part technology stack to operationalize said policy. We call this the mobile control plane, a complex but critical layer of support that serves as the foundation for enterprise mobile rollouts that’s lacking in most companies today.
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
Beyond the Gig Economy: How New Technologies Are Reshaping the Future of WorkThumbtack, Inc.
Thumbtack's newest economic report describes how skilled professionals are using new platforms to find new work and build their business – and their lives. Called “Beyond the Gig Economy: How New Technologies Are Reshaping the Future of Work,” this report explores how technology enables buyers and sellers of services to connect, moving the conversation beyond a one dimensional discussion of the so-called gig economy.
For each of the past several years, many tech industry pundits have proudly proclaimed that the upcoming year will be “the year of mobile.” And while it may be true that mobile is continually becoming more important to the digital landscape, the industry is only now undergoing its most significant changes.
This report examines the mobile and connected device landscape with a focus on the U.S. market but includes highlights from several other markets: the UK, France, Germany, Spain, Italy, Canada and Japan.
esta presentacion habla sobre la historia de los servicios de chaty fue realizado por Ulises Hernandez Riveros alumno del grupo DN11C de la Universidad Tecnológica de Tulancingo Sede Cuautepec.
Tutorial sobre como registrar una cuenta en overblog y sincronizarla con Twitter.
De esta manera todo lo que publiquemos en el blog aparecerá de forma automática como twit en Twitter y todos los twits que escribamos en Twitter aparecerán como post de forma automática en Overblog
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
Beyond the Gig Economy: How New Technologies Are Reshaping the Future of WorkThumbtack, Inc.
Thumbtack's newest economic report describes how skilled professionals are using new platforms to find new work and build their business – and their lives. Called “Beyond the Gig Economy: How New Technologies Are Reshaping the Future of Work,” this report explores how technology enables buyers and sellers of services to connect, moving the conversation beyond a one dimensional discussion of the so-called gig economy.
For each of the past several years, many tech industry pundits have proudly proclaimed that the upcoming year will be “the year of mobile.” And while it may be true that mobile is continually becoming more important to the digital landscape, the industry is only now undergoing its most significant changes.
This report examines the mobile and connected device landscape with a focus on the U.S. market but includes highlights from several other markets: the UK, France, Germany, Spain, Italy, Canada and Japan.
esta presentacion habla sobre la historia de los servicios de chaty fue realizado por Ulises Hernandez Riveros alumno del grupo DN11C de la Universidad Tecnológica de Tulancingo Sede Cuautepec.
Tutorial sobre como registrar una cuenta en overblog y sincronizarla con Twitter.
De esta manera todo lo que publiquemos en el blog aparecerá de forma automática como twit en Twitter y todos los twits que escribamos en Twitter aparecerán como post de forma automática en Overblog
The Pixel Lab 2015 | Extending story through play - Nick Fortugnopower to the pixel
Nick Fortugno looks at the way in which games and gameplay can be used to extend, monetise, and even incubate brands and stories. By looking at successful examples of transmedia that incorporate play into their storyworlds, Nick discusses how games create aesthetics and how that practice
can be applied to larger brand strategies. From there, the talk explores how gameplay can fit into a larger transmedial strategy in a number of rules, from expanding the story’s access to new audiences to serving as an experimental platform for brand-new story properties.
Hoy en día, encontrar un usuario que no utilice más de una pantalla en su vida diaria es todo un desafío. Desde smartphones y tablets, hasta computadoras y TV, los consumidores actuales saltan de plataforma en plataforma en un abrir y cerrar de ojos. Mira el estudio de investigación de mercado de Google. Presentación por nuestro experto y socio de Pixeldigital
Difusión y divulgación científica en internetEva Polo
Este documento es una iniciativa del Gobierno del Principado de Asturias en el marco del proyecto Cienciatec.org, que ha sido elaborado mediante la asistencia técnica de Adama Web S.L. Termina de redactarse a fecha de 23 de noviembre de 2011 y se puede consultar la licencia de difusión (dominio público) y los reconocimientos en el capítulo 7.
Eating healthy is a priority to all of us, but it gets expensive when you figure the cost of throwing fruits and vegetables out because of spoilage. Extend the life of your fruits, vegetables, and flowers safely without preservatives or additives
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
A presentation by Georgia Zacharaki, Digital Account Director, Tempo OMD Hellas
This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality.
The event was powered by:
Warply
Microsoft Innovation center
Nespresso
Papadopoulou Biscuits
The Untold Story of DOOH Advertising IndustryAirsqreen Team
Digital-out-of-home (DOOH) advertising market size is projected to be around $16.6 billion, growing between 6-7% a year.
However, the advertising market size is around $760 Billion. So DOOH’s share in the industry is relatively small.
We believe DOOH advertising is underrated and doesn’t get enough attention from the advertisers. It is the least invasive way of advertising. Unlike other channels, (D)OOH ads are not between the person and the content s/he tries to read/watch/listen to.
---
Problems in the Industry
We notice 3 main problems in the industry and will discuss them below.
1- Old-fashioned Processes
A massive portion of the transactions in the DOOH industry is being done through manual, and let’s admit it, inefficient ways.
Campaign management is done through emails, ad-verification is done through photos, and reporting is done through Excel/PDF files - that should be collected from all the media owners separately. There is no modern advertising platform connecting buyers and sellers, where buyers can manage and track their campaigns with real-time insight (except for programmatic / automation technologies, which will be discussed later).
---
2- Lack of Control
We’d like to borrow the idea of “information asymmetry” from the economic literature, because in the (D)OOH industry, sellers have almost all the knowledge, and buyers have little information about how their budgets are spent.
---
3. Data
There is plenty of data in the internet (digital) advertising industry. It is possible to do targeting, analytics, attribution, real-time campaign tracking, and optimization.
Still, Facebook said they’d lose $10 billion in 2022 due to the new data-related limitations introduced by Apple on iPhone devices.
So we now live in a universe where privacy concerns have reversed some of the trends in the advertising world and access to audience data is becoming more and more difficult even for the digital advertising industry.
---
To summarize; we have mainly 3 types of problems with data in (D)OOH.
1- Collecting data becomes more difficult due to regulations and increasing data constraints from companies like Apple and Google.
2- Targeting an audience in DOOH is also challenging because mainly it’s a one-to-many medium and data is mostly not real-time.
3- Attribution and analytics are also challenging because of all the previous steps + still non-standardized metrics like impression multipliers.
Regulations, increasing data constraints from companies like Apple and Google, data quality, and the one-to-many nature of the DOOH medium are pushing the advertisers to question the efficiency and/or make cost-benefit analyses regarding using audience data in the industry.
---
Conclusion
Just to repeat; we believe DOOH advertising is the least invasive way of advertising. DOOH screens are not between the content people try to watch, read or listen to; they are a natural part of the content.
Most companies, governments and organizations are still woefully unprepared for what’s coming next in mobile. Sooner than you think, almost everyone on Earth will be connected
to everyone else. Everyday objects
are already being connected to form a vast Internet of Things. Our world has become an expanding ecosystem of people, devices and systems – soon to be turbocharged with near zero-latency 5G. If you think mobile has changed everything already, you haven’t seen anything yet.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Don't come last in a mobile first --WhitepaperAbhishek Sood
By 2020 mobile devices will outsell PC’s by a factor of 10.
Regardless of what mobility strategy your company has in place, or how you intend to execute it, the more mobile users, devices, applications and content your organization adopts, the more challenges you will have to deal with.
Download this white paper to discover how to overcome the most pressing mobility challenges including device security and management, app development, remote support, mobile data and analytics, and more.
Mobile devices currently claim a mere 16% of the video ad spend, but their share will balloon to 40% in five years due to rapid adoption of video viewing on devices- especially tablets.
Courtesy of: Direct Marketing News
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Elie Khouri, CEO of Omnicom Media Group MENA, shares his take on the 15 trends that will count in 2015. These include moderate growth, the significance of emerging markets, data-empowered marketers, the transformation of the media agency, digital as the main act and more.
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008Graham Brown
Summary of my Understanding Mobile Youth Workshop @ <a>The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague</a>.
Note includes extensive videos not available on PPT file. Head to http://www.mobileyouthnet.com to view on the street videos of mobile youth
The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. And mobile connectivity is disrupting industries from retail to auto to finance and beyond. The consensus is that change is occurring at an astonishing scale and speed.
In this report, JWTIntelligence outlines key trends in evidence at the GSMA’s Mobile World Congress, held in Barcelona in late February, along with examples that illustrate these developments and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.
Similar to Improving the Economics of Mobile Marketing (20)
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
2. Introduction
In 2011, more than 1.5 BILLION mobile phones were Mobile advertising, despite the growth and hype of recent
shipped worldwide. 1.5 billion is an incredible number. Add years, is far from reaching its potential. The main measure
to that the fact that nearly half a billion of those devices of economic health, Effective Cost per Thousand Impres-
were smartphones and that 70 million tablets have been sions (eCPM), is currently only ~20 percent of desktop and
sold and you have an unprecedented opportunity for is facing more downward pressure as inventory explodes,
mobile connections, communication, media and globalization unfolds and operational and technical
commerce. While there’s a surfeit of opportunity, there challenges around mobile technology grow instead of
are also seemingly overwhelming challenges that stand shrink. It will take a few visionary, strong companies to help
in the way of realizing the full potential of mobile as an forge a path forward, but make no mistake – there is a path
advertising and marketing channel. forward and those following it today will be rewarded in the
near future.
This whitepaper is intended to present a view of the
current situation in mobile advertising and the trends that AdTruth benefits from the years of research our parent
are shaping it today and will shape it in the future. While company – 41st Parameter – has conducted on the
mobile devices are rapidly outpacing traditional personal relationship between individuals and their devices. It is a
computers as the platform of choice for consumers, rich area of study and our device recognition and
marketing and advertising are currently failing to keep up intelligence background, combined with AdTruth’s deep
and capitalize on the opportunity. We divide this whitepa- media experience and industry neutral position, allows us to
per into three sections to review the issue. The first recognize trends and share insights with an industry striving
section outlines the current landscape and economic to right itself.
realities for digital advertising. The second section
defines and describes the key challenges facing mobile
marketers and contributing to the core problem of mone-
tization (or lack thereof). The third and final section
provides practical advice for improving the economics of
mobile advertising for everyone – both advertisers and
publishers alike.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
3. The Current Mobile Advertising Landscape
Mobile Advertising Today
According to Informa WCIS, there are more than 1.1 billion mobile 3G Internet subscribers around the world. In the US alone
there are more than 200 million. This is a sign of things to come as mobile usage will only continue to expand and grow.
eMarketer expects US mobile ad spending to reach
$2.6 billion this year, up 80% from 2011.
SOURCE: eMarketer Mobile Roundup (July 2012)
With this amount of consumer adoption and expanding bandwidth at lower cost, it’s no surprise that eMarketer is predicting
this type of growth in mobile advertising spend. Further, this figure is US only; the global market should reach $5 to $6 billion
in 2012.
(Much) Too Soon To Celebrate
While the figures above look impressive in isolation, other data certainly tempers our enthusiasm. The New York Times
recently reported that mobile display advertising revenue was $1.6 billion in 2011. That’s a big number, but it’s a paltry 5
percent of 2011’s total digital advertising revenue of $30 billion. By now, many readers will have seen the figures below
presented by Mary Meeker, but they are worth revisiting. Ms. Meeker’s analysis suggests a $15 billion opportunity for mobile
advertising in the US alone if we can solve some of the core issues. Also evident in the analysis is the huge gap between
desktop and mobile. Readers should keep in mind that many important and growing ad markets have little or no desktop
environment, so this US-centric view hides the full global opportunity in front of us for mobile.
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4. Feeling the Impact
The two most important data points for understanding the realities of mobile advertising monetization – the Facebook and
Millennial IPOs – provide a grim view of the struggles we face as an industry.
30-day tracking of Facebook and Millennial stock price
Solving the core issues holding us back in mobile is critical. Digital media is a bright spot around the world, but issues with
mobile advertising and monetization potentially threaten the sector. Highly successful industry players with the economics to
IPO are now forced to rethink timing. A July 26th, 2012 article from ExchangeWire highlights the issue with potential IPO analy-
sis on the massively successful retargeter Criteo, claiming that “…the role mobile advertising plays within this is still some-
what unknown (mobile display is stuck in a rut). Nevertheless, Criteo will need a bigger story in mobile come IPO time.”
Key Industry Challenges
Why is this happening? We believe there are seven key challenges facing the industry. As the best entrepreneurs and
business people understand, tough challenges present huge opportunities. We should focus on solving them rather than
avoiding or ignoring them, which is often the approach taken early in the cycle of new, disruptive technology.
Challenge #1: Enormous, Fragmented Display Ad Impression Supply
This first challenge feels like an oxymoron. Mobile display ad impression supply today is faced with two issues challenging the
economics. First, there is an incredible glut of supply. On the InMobi mobile ad network alone, there were 287 billion impres-
sions available in Q1 2012. There are billions of devices all producing more potential ad inventory than the industry could
possibly sell, through social media, gaming, apps, the mobile Web – you name it. This means the value of that inventory–even
if it could be easily tracked and targeted–will face downward pressure. It’s a fundamental of economics we cannot avoid.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
5. Challenge #2: The True Globalization of Digital Media
Mobile, for the first time in media history, operates in a truly global environment. Games developed in Japan and Sweden are
among the largest mobile properties in America and Africa. Even more so than the traditional Web, mobile has cut across
every barrier imaginable. Impressions from familiar apps and publishers are available in every corner of the globe. Sales
teams and agencies able to make the most of these impressions, however, are not. They remain concentrated in certain cities
around the world, focused on individual geographies and on the legacy business of desktop.
Instead of achieving new scale and coordination in global digital media, the industry is treating mobile like desktop when it
comes to creative, planning and buying. We need to take advantage of the global efficiency in mobile. This will bring bigger
buys and higher CPM into play.
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6. Challenge #3: Tracking is Broken
While this issue is third on our list of seven, it is the biggest issue of all. There is no consistent and universal way to identify,
recognize, track and target mobile devices while respecting consumer choice. Despite the enormous potential of the mobile
advertising market, the types of tools marketers have come to expect and rely on in the desktop world just aren’t available. It’s
a big problem and many in the industry are working to address it.
What is your greatest concern when
it comes to mobile advertising?
48% Tracking and measurement
measurement
21% Cost and complexity of execution
Cost and complexity
of execution
15% Privacy
13% Ability to scale
3% Safety of my brand name
brand name
But simply transferring the old solutions to the mobile world isn’t going to work: cookies aren’t stored well; UDID and other
GUIDs are only present in applications and may or may not be available long term depending on the whims of operating
systems and manufacturers who control them; and other approaches – such as invasive swishing techniques that drop an
unsolicited identifier on a device – either don’t provide the necessary performance or raise valid privacy concerns.
We need to embrace new approaches that free the industry from the current overlords of digital media – Google, Apple,
Facebook, etc. If we collectively hand over control of tracking to them, our collective interests will not be served.
Challenge #4: Privacy is Paramount
No matter how you look at it, privacy is a requirement that can’t be ignored. Whether this is the existential crisis some make it
out to be or just a tempest in the digital teapot, it is high on the list for regulators and the public alike; and this means it needs
to be on the minds of marketers as well. Failure to come up with a credible and effective means to protect consumers’ online
privacy – whether on mobile devices, traditional computer platforms or on emerging or yet unimagined devices – will result in
the failure of mobile advertising to reach its full potential.
94% of consumers consider
Of Consumers Consider
online privacy important
Online Privacy Important
For you, personally, how important is
the issue of online privacy?
53% A really important issue
really important issue
that II think about often
that think about often
41% A somewhat important issue
somewhat important
issue that I about sometimes
that I think think about
sometimes
6% Not much of an issue / /I I hardly
much of an issue
hardly everabout about it
ever think think it
Consumer concerns regarding privacy are real and increasing. A recent TRUSTe survey shows 94 percent of consumers
think privacy is important and 60 percent are more concerned about privacy now than they were a year ago. This increasing
awareness is a proof point that companies must include privacy throughout the product design process. Privacy cannot be an
afterthought. Period.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
7. Challenge #5: Fraud is Rampant
Fraud is endemic in the mobile marketplace. This issue is linked to globalization, but there is a much greater issue with fraud
than major industry players are willing to admit. Most executives know the problem accounts for between 20 to 40 percent of
all clicks – and that’s a big issue – even if they don’t talk about it. Why? Advertisers pay for it.
“With the massive rise of mobile technology globally comes the inevita-
ble appeal to crooks and criminals for fraud,” comments Ori Eisen, founder and
CIO of 41st Parameter. “While it’s hard to quantify specifically in the early
days, ultimately economics prevail and the impact to ROI in mobile advertising
due to fraud will show up in the industry eCPMs. Dealing with this issue now will
help improve the economics of the industry for the future.”
Our opinions aside, a recent report from an advertiser on Facebook claimed that 80 percent of the clicks received on its
Facebook ads came from bots, while another report issued this year claimed that as many as 40 percent of clicks on mobile
advertisements are “worthless,” the result of either accidental or fraudulent clicks. Click fraud is rampant in the mobile space
because many advertisers lack the ability to accurately identify the devices that generate clicks.
Challenge #6: The Download Fixation
With all the issues it faces, the industry is expending an inordinate amount of its time and technical resources to find new and
better ways to drive app downloads. This is because apps have been the only real bright spot in the industry. Unfortunately this
fixation is failing the broader advertiser community. It is motivating many players to act against consumers’ best interests with
high frequency (i.e. Spam!) campaigns that are completely untargeted and use invasive tracking techniques such as swishing
or permanent identifiers hidden from consumers.
App download performance is important to be sure, but it is only one of many tracking use cases for the mobile industry. Based
on AdTruth research, the overall addressable market is nearly $40 billion, as shown in the chart below:
Use Case
Targeting $17.8
Reach & Frequency $5.7
Performance Tracking $5.1
Data Enrichment $2.5
Re-Targeting $2.5
Data & Analytics $2.5
Privacy Management $1.0
Fraud Prevention $1.0
Total Addressable Market
Until solutions are put in place that look beyond download tracking and address the other–often far larger–use cases, the
economics of the overall industry will not reach full potential.
| 6
8. Challenge #7: Mobile Is Its Own Persona
One final and critical challenge comes as a simple truism: change is hard. After struggling for 15 years to figure out digital
desktop, the natural tendency is to treat mobile as an extension of desktop. Let’s look at the issue in a different yet familiar
way. For decades, marketers have personified their brands and target audiences to help inform the strategy, creative and
tactical marketing plans that would drive ROI. When we personify mobile and desktop, the vast differences between the two
platforms become apparent:
Challenge: Mobile Is Different Than Desktop
Desktop Is... Mobile Is...
Work & Task Oriented Highly Social & Entertaining
More Static, Less Interactive More Dynamic, More Personal
Cookie-based App-based
Pages, Time, Engagement, Downloads,
Click Measurement Sharing Measurement
Stationary Mobile
Mostly Solitary Often Shared
Planned Activity Instantly Gratifying
There are huge differences between the channels and these require very different strategies, tactics, technologies, media
plans and measurement. Certainly you can find common ground, but more frequently it’s uncommon ground and if we simply
treat mobile as an extension of desktop, mobile advertising ROI will suffer.
Improving the Economics of Mobile Advertising
So how have the seven challenges described above manifested themselves? The impact has been wide and varied, but the
best generalization is mobile advertising that feels like spam to consumers with incredibly high frequency campaigns, unrec-
ognized brands and invasive experiences that are both seen on our devices and read about in the news. The result is low
eCPMs and a mobile advertising environment that remains fundamentally broken. It’s paramount that we as an industry build
(or rebuild?) credibility with consumers and establish healthy mobile ad practices that focus on long term viability. If we blow it
in the mobile ad space, we may not have much of a future with the brands that rely on us all to build their relationships with
consumers. Mobile is either the great promise or great failure of this generation of advertising professionals.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
9. A Bear Market for Mobile Advertising eCPM
According to the recent research from Mary Meeker of KPCB, mobile eCPM is only one fifth of that on the desktop ($0.75 vs.
$3.50 in the US market.) As the volume of time spent on the mobile Web reaches parity (and eventually surpasses the desktop
Internet, as is already the case in Japan and India) the gap between these figures needs to close. That won’t happen in the
current environment however, and the industry as a whole will continue to suffer as a result.
India Internet Traffic by Type, Desktop vs. Mobile, 12/08 - 5/12
100%
80%
% of Internet Traffic
Desktop Internet
60%
Mobile Internet
40%
20%
0%
12/08 4/09 8/09 12/09 4/10 8/10 12/10 4/11 8/11 12/11 4/12
No More Doom and Gloom: Practical Advice to Solve the Problem
A true statement in business: the greatest challenges are also the greatest opportunities. So enough of the doom and gloom!
There are practical and relatively quick ways to solve the problems we face. For an organization or team that wants to act,
you can do so quickly. It’s largely a matter of summoning the will power to make these changes without fear of the hard work
and potentially short-term costs that will intimidate many and leave the door wide open for a few.
None of the challenges laid out are trivial, but a team focused on the mobile channel can consider all that’s been said here
and build four concepts into planning and strategy to begin to improve their position and that of the industry as a whole. These
four key elements include:
1. Embrace globalization and organize in mobile around the global opportunity;
2. Use and demand consumer friendly tracking technology now available in the market to open up more advanced
digital media use cases in mobile;
3. Understand and act on the core differences between mobile and desktop advertising when it comes to strategy,
technology and planning;
4. Build & measure mobile creative with the advantages (and differences) of the channel in mind.
| 8
10. Solution #1: Embrace Globalization
Mobile is global, but only if you organize around it. Mobile specialist agencies focused on the nuances of the channel are
organized with the global nature of mobile in mind.
“Forward thinking brands are already managing their mobile marketing strategy
with globalization in mind,” comments Carl Uminski, COO of global mobile market-
ing company Somo. “Our clients plan, buy and measure globally in the mobile
channel. It’s truly a revolution in how they do business brought on by the unique
global nature of mobile.”
Are you setup to strategize and plan
your mobile strategy on a global basis?
63% No
37% Yes
Yes
This change is the simplest to understand, yet potentially the hardest to implement. Only 37 percent of the 128 companies
who attended our recent MMA webinar are organized around the mobile opportunity globally, and these represent a biased
set of companies already predisposed to mobile. Imagine the numbers for a more representative set of marketers! Organiza-
tional change is a hard shift that has to come from the top and must have buy-in across all levels and partners. For those that
make the change, the efficiency in creative development, media planning and measurement is huge. Smaller teams accom-
plish more in mobile as their work covers more countries with regional changes rather than entirely new plans and operations.
Solution #2: Demand and Use Scalable, Consumer Friendly Tracking Technology
Three of the biggest problems we face – globalization, the odd combination of massive inventory that is also highly fragment-
ed, and privacy – relate to a lack of tracking in mobile. We desperately need a scalable and universal tracking technology to
deal with these challenges, but the consumer experience must also be protected in the process. Because there are no effec-
tive tools to identify audiences in the mobile channel, simple capabilities like frequency capping and targeting are unavail-
able. This means people may be bombarded by irrelevant impressions, feeling spammed by advertisers that they might trust
otherwise if they had better targeting and better capping on campaigns.
“It’s critical, as an industry, that we fully capitalize on the mobile opportunity
without impacting the consumer experience or risking their trust in us as an indus-
try,” comments Paul Gelb, Vice President and Mobile Practice Lead at Razorfish.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
11. Our privacy-by-design approach at AdTruth – based on device recognition and increasingly referred to as server-side
tracking – has demonstrated again and again its ability to accurately identify members of specific audiences for marketers
in a consumer friendly way. With patented technology at its core, AdTruth has delivered documented lift of more than 200
percent in the mobile ecosystem relative to cookies. This may sound too good to be true, but it is the kind of performance
improvement that is needed to make mobile as effective a platform as possible. It’s also important to note that the tracking
technology we have developed has applications beyond traditional desktop and emerging mobile environments. As new
platforms become available in the future, our device recognition approach to audience tracking will continue to be effective.
User recognition and longer-lasting data are the keys to improving mobile advertising. Targeting to reach the right audiences
is the most critical element of digital advertising and a key tactic that will improve eCPM. The vast majority of online ad dollars
(more than 50 percent) are spent against a data driven target with an appropriate cap on frequency to avoid spamming, but
this isn’t yet happening on mobile at scale. We need to get data into the mobile ecosystem in a privacy secure way, offer
targeting at scale and cap our campaigns to protect our relationship with the consumer. We must commit to a great consumer
experience with applications, content and ads. Consumers are more educated in the post PC era, and we need to improve the
experience accordingly. [Details on the various audience recognition and tracking alternatives are described in our white
paper “Solving the Audience Recognition Crisis.”]
“We must put the user in the center of the mobile advertising universe,
and build an amazing experience around them,” comments Anne Frisbie, Vice
President and Managing Director of InMobi North America. “Data is the DNA
that helps us achieve that goal.”
User data and audience recognition go hand and hand, so we inevitably have to solve both to unlock the full economic poten-
tial of the mobile advertising world. Cookies simply don’t work; UDID or Android ID are limited and put control of the future of
our industry into the hands of unwanted overlords Apple and Google, and other approaches like IP targeting just aren’t good
enough to get the job done. This is one area that will reward early adopters more than any other and the solution is starting to
be embraced widely in the industry.
As a final critical aspect of this solution, we must promote and protect consumer privacy. Privacy is such an important issue
that it can’t be overstated. It’s not important simply because consumers and regulators are taking it seriously, but because
major brands don’t want to do anything that might compromise their reputation and relationship with customers. As an indus-
try, we need to take a pro-privacy approach to individuals’ information. People need to understand what information is being
collected, how it is being used and by whom; they also need to be given some control over that use. While many pay lip service
to privacy, the issue deserves more than that.
Privacy needs to be by design – not by accident and (hopefully) not by fiat. Our approach at AdTruth has been to tackle privacy
head on. From day one we have sought the advice of experts, the approval of regulators and the certification of third-party
bodies. Protecting privacy cannot be an afterthought.
| 10
12. Solution #3: Understand and Act on the Core Differences Between Mobile and Desktop
It would be easiest to simply reapply all the hard learning of desktop to mobile. That temptation, so far, has prevailed, in our
collective approach to mobile advertising. The problem is that the differences between the two are vast, and our tactics and
strategies need to reflect that.
Examining the platform personas defined earlier in this paper, some obvious conclusions can be drawn. Mobile is…
1. Highly social and entertaining. Our advertising should be the same way. No format since the advent of TV has
provided so much creative opportunity. Using it for flat 320 x 48 banners exclusively misses the point entirely.
2. More dynamic, more personal. Mobile fills the gaps in our lives the way newspaper and radio used to, but is on
demand and with us 24/7. The interplay among screens is an incredible opportunity to reinvigorate advertising.
Creative and planning, divided between digital and “offline” TV/Print/Radio in the late ‘90s, needs to converge
again. This is especially true with the pending transition to Smart TVs.
3. Application Based (Not Cookie Based.) The application is a great tool, but only when it truly adds value. If a
brand cannot offer the content needed to provide a compelling app, sponsoring one that does can be an excellent
tactic. Whatever your decision, mobile does not START with apps; it ENDS with apps. Start with the basics and if
you can’t build it, sponsor it! It’s a tried and true approach.
4. Engagement, Downloads, Sharing. Impressions and clicks are functional and do not capture the full breadth of
mobile. Social media and sharing, gaming, apps and content consumption all need to be measured. Small numbers
can have a huge multiplying effect and we have the technology to report back. Basic tracking aspects of reach
frequency and clicks still apply, but the incremental nature of mobile opens up
new challenges (and measures).
5. Mobile. Obviously. Mobile is mobile, but we leave the incredible richness of the device unharnessed in most of what
we do. Platforms – built around HTML5 technology – are evolving that will allow agencies to quickly build and
re-purpose creative and easily tap into the features of the device for creative, calls to action and measurement –
features built around its main purpose to communicate, connect and live with us wherever we go. It’s mobile. It’s a
lean back device. It’s around when other devices are around. Let’s take advantage of that.
6. Often Shared. Unlike the desktop, mobile is about real-time, anytime sharing. A picture. A text. A tweet. The highly
functional and work-oriented aspects of the desktop are almost perfectly juxtaposed (except for email) to the
social, casual and local use of the mobile device.
7. Instantly Gratifying. Like offline media, mobile is a lean back experience that is highly conducive to good
advertising. Impulsive entertainment, purchasing and sharing open up a huge opportunity for us as an industry.
Running display ads repurposed from desktop will not impress consumers and may turn them against us.
The challenge is to convince the brands so reliant on the industry to participate more fully. While we have a long list of AdAge
Top 100 brands in trial mode, we are not seeing familiar brands, or many brands that can really afford to capitalize on all the
potential outlined in this paper. Because the world of mobile advertising faces so many challenges, it has not yet become a
channel for premium impressions. Instead, remnant inventory, unfamiliar brands and terabytes of relatively cheap digital
entertainment offers dominate the channel. Consumers need to see great ads from premium brands at scale. This legitimized
desktop advertising, and it will legitimize mobile.
We must convince the major brand advertisers to invest and experiment. Brands and agencies need to remember that the
exciting capabilities available today are only the tip of the iceberg. The potential for marketing via the mobile channels is yet to
be fully understood, let alone tapped. That it remains a nascent market should not stop exploration and experimentation. In
fact, it is only by exploring that the industry will be able to really alter the economic opportunities presented by mobile.
Solution #4: Build and Measure Mobile Creative with the Advantages (and Differences)
of the Channel in Mind
We have to embrace the fact that mobile offers far more creative opportunities than desktop. Knowing that you are reaching
your intended audience in an effective and privacy-assured way is vitally important, but it isn’t the entire answer to unlocking the
potential of the mobile ecosystem. An equally important piece of the puzzle is for advertisers and marketers to come up with
new and more creative campaigns and approaches that take advantage of the unique characteristics of mobile.
Mobile is a long list of verbs that are fun, viral and make for great creative. We can shake, swipe, point, play, message,
Facebook, tweet, map, call, listen, click, photograph, share, email, search, view, check, read, calendar, video, buy, calculate,
store, and much more.
We can design campaigns that address all phases of the purchase funnel, leverage sponsorships and compliment other
channels, especially TV.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com
13. These devices are deeply personal, always on, within an arm’s length at all times and have the power to do incredible things.
It would be extremely unfortunate if their use was limited to display advertising. Looking at the ways people use their devices
listed above that don't yet have a CPM attached to them, one can only begin to imagine some of the new approaches that will
create a tighter and more engaging bond between a brand and its customers.
Amazing examples from the creative geniuses at InMobi Studio appear below; or click to see them in action here:
Mobile increasingly offers the practical functionality of traditional computing platforms conducive to direct response market-
ing. Combine this with the more lean-back entertainment and social uses of mobile devices and you have an incredible oppor-
tunity for both brand and direct response that could ultimately surpass desktop. For millions of people, their mobile device is
the center of their digital life. Marketers understand the potential of mobile but face obstacles on the path to success.
While the goal is to bring up the price of CPMs on mobile, that is being thwarted in some situations by the ongoing explosion in
inventory. This can be addressed through a better definition and understanding of the value of specific inventory types. If
mobile continues to be driven by a remnant mentality and a dearth of premium brands, it will not reach its potential. Marketers
also should begin thinking more creatively about what could be considered “inventory” on mobile platforms. Certainly display
and in-app opportunities have been recognized, but now we are seeing “sponsored stories” on Facebook and targeted SMS
campaigns. Taking advantage of these emerging channels–even though they may be viewed as yet another increase in
inventory–can deliver greater value.
| 12
14. Parting Thoughts
The Facebook Example
Lest there be any question on the economic impact of the mobile
market, one need look no further than one of the leaders of the
digital ecosystem. In the frenzied lead-up to Facebook’s IPO
earlier this year, one of the most consistent and damaging
concerns centered on the company’s lack of a successful mobile
monetization strategy. In fact, the concerns were grave enough to
prompt the SEC to compel Facebook to amend their S-1 filing to
clarify the extent to which the growing shift of its users to mobile
devices could negatively impact their revenue. Here is the
language Facebook added to the “risk factors” section of the
filing:
“We believe this increased usage usage of Facebook on devices
“We believe this increased of Facebook on mobile mobile
has devices has contributed to the recent trend of our daily active
contributed to the recent trend of our daily active users
(DAUs) increasingincreasing more rapidly than the increase in the
users (DAUs) more rapidly than the increase in the number of
ads number ofIf ads delivered. If users increasingly access
delivered. users increasingly access Facebook mobile
Facebook mobile products as a substitute for access through
products as a substitute for access through personal computers,
and personal computers, successfully implement monetization
if we are unable to and if we are unable to successfully
strategies for our mobile users, or if we for our mobile users, or if
implement monetization strategies incur excessive expenses
we incur excessive expenses in this effort, our financial
in this effort, our financial performance and ability to grow revenue
performance and ability to grow revenue would be negatively
would be negatively affected.”
affected.”
Conclusion
The stakes have never been higher. When we read and hear that
mobile advertising is “stuck in a rut,” we should all be extremely
concerned. Mobile is the near future of advertising and we must
get it right quickly to preserve a healthy economic future for the
industry. The continued abuse of the channel, the poor experi-
ence defining mobile advertising and free-for-all approach to
driving reaction and response from consumers will never get us
where we need to be. All parts of the industry – publishers, adver-
tisers, agencies and 3rd party technology players – have to
coalesce around these solutions. Some may be old news or
obvious, while others open up new ideas and fresh thinking. Taken
together, we can solve the problem. Imagine a 3x to 5x increase in
mobile eCPMs. Instead of a $5 to $6 billion opportunity today, we
would be talking about a $15 to $30 billion opportunity. It’s well
within our reach. And what happens when we succeed? Every-
body wins – most importantly the digital consumer. If we lose
them, we lose everything and we should not let that happen.
To learn more about AdTruth, visit www.adtruth.com or contact us at info@adtruth.com