This issue is about the new seamless platform, native ads, targeting and the programmatic environment. Bu sayımız yeni seamless platformu, native reklamlar, hedeflemeler ve programmatic ekosistem hakkındadır.

1. Q3.2014 1
Q3.2014
True automation; is
it finally coming?
PROGRAMMATIC
How to engage the
mobile user
NATIVE
The smart mobile
advertising
platform is there
SEAMLESS
The ultimate
challenge of the
industry
BUILDING TECH

2. 2
4
12
20 22 24
28 29
16
8 10
Index
Q3.2014
18
seamless
TargetSense™
capabilities on
mobile video ads
seamless –
Success Stories
High performance
ads for premium
publishers
seamless – the
never ending
struggle to learn
how to build
technology for
advertising
WTF is
programmatic? The rise of native
advertising
Data on mobile
consumption
Deep dive into
ad-tech
Programmatic
ecosystem
That mysterious
thing called
“right place”
The power of sensor
driven targeting

3. Q3.2014 3
From the founders
Just like every year, we’re back with
another madreport after a beautiful
summer. This edition is all about our
new group company, which is also the
new platform we’ve developed, called
seamless. With seamless, advertisers
get unique targeting capabilities,
which allow them to hone in exactly
on their target audience. On the other
hand, the seamless platform allows
publishers to monetize their app
inventory without disrupting the user
experience through cream of the crop
ad formats and placements.
Programmatic buying has been a
growing trend in the West for years,
and with the launch of seamless, we
plan to disrupt the mobile advertising
plane in our region. Hence, this special
edition madreport is primarily focused
on native advertising, programmatic
and sensor driven targeting.
In this edition…
In this quarter’s issue, we started off
by highlighting the various trends
and news we’re seeing in today’s
age and time. Later on, we moved
on to explaining native advertising
and expanding on the notion of
the programmatic ecosystem. You
can also find a product overview
Contact with us
of seamless outlining the various
formats and placements we’ve
developed, and what this means for
publishers. Then we wrote in depth
about TargetSense™, the proprietary
targeting technology we’ve
developed and the benefits this has
for advertisers. Lastly, find out about
the behind the scenes of developing
seamless and what kind of a test this
was for mobilike.
Another feature of this edition is
that it comes with a beautiful poster,
which outlines the programmatic
ecosystem. We hope that this
poster will help you have a better
understanding of some of the terms
in our industry, while reminding you
of us.
We wish you a pleasant read and
successful fourth quarter.
Volkan Biçer Şekip Can Gökalp

4. 4
iPhone Users Earn Higher, Engage
More on Apps than Android Users
The competition between Apple and Android is well known. As the
market leaders in the smartphone industry both have their fans.
But what differentiates their users from each other? A study has
now found that the average Apple user earns 40% more than the
average Android user. We can also notice a variance in the usage
behavior. With extra 9 hours a month the Apple user is more
engaged than the Android user when it comes to apps.
The Tablet Four-Year Report
An Identity Crisis and an Amazing
Opportunity
The iPad was first introduced in 2010. The idea behind was to have
a ‘‘living room device’’ rooted in gaming, media and entertainment
with a potential to replace the physical magazine rack, the set-top
box and eventually the television set. Accordingly, the age of the
tablet was described as the ‘post-PC’ era.
Within no time the tablet became an all day media consumption
device for all generations. They are no longer a living room only
device, but a highly portable and always-on ‘’gadget’’. Analyzing
Teens and Colleague Students, and Working Adults we can see
that both are behaving very similar when it comes to Gaming,
Media, and Entertainment Usage. We see a peak during prime
time, however, this only accounts for 33% of usage compared to
traditional TV (65-70%).
Top 25 Mobile Apps Dominated By
The Largest Digital Media Brands
The ranking of top apps is dominated by app constellations of
some of the largest digital media brands; specifically, Facebook,
Google, Apple, Yahoo, Amazon and eBay. These six brands account
for 9 of the top 10 most used apps, 16 of the top 25, and 24 of the
top 50.
Source: comScore
DATA ON MOBILE
CONSUMPTION
Source: comScore
4
Facebook: 115,370
Google Search: 70,163
YouTube: 83,392
Google Play: 72,245
Pandora Radio: 69,000
Google Maps: 64,485
Gmail: 60,320
Instagram: 46,637
Yahoo Stocks: 42,070
iTunes / iCloud: 42,069
Facebook Messenger: 40,544
Yahoo Weather: 39,210
Twitter: 36,071
The Weather Channel: 34,702
Google +: 29,993
Netflix: 28,821
Snapchat: 27,615
Amazon Mobile: 26,469
Pinterest: 26,454
eBay: 24,586
Skype: 22,194
Shazam: 18,849
Yahoo Mail: 18,372
Kik Messenger: 17,599

5. Q3.2014 5
On the other hand, when we look at Productivity and Utility App
Usage we will see a completely different picture. The first thing we
notice is a big gap between the two generations. During the day
the teens and colleague students are more active on their tablets
and have 4 peak usage times: In the morning as they wake up, at
mid-afternoon, mid-evening, and late night.
Working adults, however, use their tablet very rarely as a PC
replacement during working hours, even if it’s with them (as the
chart above suggests), but get engaged with productivity apps
shortly after prime time.
There are some reasons that could explain this result (e.g.
technology), but still the gap is surprisingly profound.
There are several ways to describe the results above. During the
4 years of its existence, the tablet in general, and the iPad in
particular, went through different phases and reached an identity
crisis. It has become so many things to so many people, and
there’s no real common case. But we can also explain the trend
from a different perspective. Seeing teens and college students
using their tablet frequently during the day presents a great
opportunity to replacing the personal computer for now and
forever.
The rise of productivity app usage over the past year and the
introduction of Microsoft Office for iPad supports the second
interpretation. Apple’s CEO Tim Cook already calls the iPad ‘‘the
fastest growing product in Apple’s history’’ and predicts that “the
tablet market will surpass the PC market”.
Source: Flurry
The Rise of the Mobile Addict
According to the Internet Trends Report by Mary Meeker, KPCB’s
Partner and world-renowned analyst, in May 2013, ‘’the average
mobile consumer checks their device 150 times a day’’. This is a lot.
And reason enough to run the rule over some numbers.
The chart below shows the year-over-year growth in usage, across
all segments of mobile app users. All segments show a steady
increase in user numbers, but the Mobile Addict segment outdoes
the rest. With an astonishing growth of 123% in 1 year it is obvious
that mobile is becoming indispensable for a significant part of our
population.
Source: Flurry Source: Flurry

6. 6
WhatsApp Has 600m Users Now
We all know WhatsApp, and most of us use this popular
application every day. It is therefore no surprise that the user
numbers are sky rocking. With 600,000,000 active users in
August, noted and published by Jan Koum, founder of the mobile
messenger, WhatsApp has doubled its user base over the past
year, and gained an additional 100 million users in the past 4
months. Despite some concerns about the future of the trendy
app after the buyout by Facebook earlier this year, WhatsApp
stands strong and keeps its position in the market. It seems
all its competitors are unable to hold a candle to the world’s #1
messenger application.
The chart on the right side shows the number of monthly active
WhatsApp users worldwide.
The rise of mobile apps and the
decline of the open web — a threat
or an over-reaction?
It’s the age of mobile, and consequently the age of mobile apps.
Some are worrying now that this could mean the end of the open
web and thereby a significant threat for innovation. But is this fear
justified?
Indeed, we can note an astonishing ratio from 14% Browser to
86% Apps, seen in the chart below. But Ben Thompson, tech
analyst, gives us hope. He states that we should not fear the
‘’death of the web’’, since most apps, including Facebook, are
nothing else than web content in a different wrapper. Additionally,
success stories such as Instagram could never have happened with
just the web.
Source: statista
How Smartphone Prices Differ
Across Platforms
Apple counts as the high-end smartphone provider, compared to
its competitors such as the most popular smartphone platform
by far, Android, which can be often found on entry-level devices. A
report from IDC breaks it down to numbers.
58.7% of the 255 million Android devices shipped in Q2 2014 cost
less than $200 off contract, a price category that Apple doesn’t
serve at all. Another 21.5% of Android phones cost between
$200 and $400. Only 1/5 of Android phones fit in the high-end
category at a price above $400. Apple on the other hand sells an
overwhelming 85% of its phones in that high-end category. The
15% mid-range sales of Apple phones shown in the cart below
are consequently international sales. We could assume now that
Apple dominates the luxury segment of the smartphone market.
But way off the mark! 50.6 million high-end Android devices were
shipped in Q2, but only 29.8 million top-tier iPhones.
Another interesting observation is the almost identical pricing
structure to Android’s.
Source: Flurry

7. Q3.2014 77Q3.2014
Source:
1-BTK 2014 Q2 Report
2-Btnet.com
3-We are social
4-Pew Research
5-Milliyet.com.tr
6-IAB TR

8. 8
Programmatic advertising refers to the purchasing and selling
of digital inventory through the use of software, as opposed
to the traditional process, which involves human negotiations
and manual insertion orders. Programmatic leverages real time
bidding (RTB), the process of which buyers bid in real time for ad
inventory. RTB’s key benefit is providing buyers with access to
real-time inventory at scale; at a price those buyers want to buy.
Yet changes in media consumption left buyers wanting to target
across devices, gain more flexibility, and transact directly with
premium publishers. At this point, programmatic emerged as a
broader concept that embodies RTB and more. Programmatic
media buying helps all stakeholders of the ecosystem to scale
by enabling data driven decisions, audience management, yield
optimization at real time.
Why Does Programmatic Matter?
Programmatic matters for a variety of reasons, but most of all
it provides efficiency. Before programmatic, ads were bought
and sold by humans, which is expensive and unreliable. Through
automation, we have more consistent processes with less room
for human error; all in all, increasing efficiency and making the
process cheaper.
The Emergence of Programmatic
Advertising Technology
The evolution of the consumer commercial web has been for about
20 years. Programmatic has been around for about 10, but still
drastically early on in the development phase. The programmatic
drive began as a US led innovation and is now spreading
worldwide. In some cases, adoption has sped up, particularly in
smaller markets where added human costs on media transactions
show up more notably on account of smaller order size.
A worldwide report on the state of programmatic released by
Magna Global suggests that this is still a massive underserved
opportunity. The report forecasts that the programmatic ad
market will grow from $12 billion in 2013 to more than $32 billion
by 2017. At this point, most of programmatic spend is over
banners, social, and steadily migrating to other ad formats. Some
pillars regarding the growth of programmatic are a bit under
stress; specifically areas regarding the trading of banner display
ads, tracking, and 3rd party cookies.
8
WTF IS PROGRAMMATIC?

9. Q3.2014 9
Interestingly enough, the major social networks; Facebook,
Twitter, Linkedin, Pinterest have all started to adopt native ads
and sell through programmatic means. As mobile and social are
undergoing massive adoption, along with the emergence of native
ad formats, the combination of these is forcing us to rethink what
programmatic means.
What’s next?
Marrying programmatic with native ad formats is likely one of
the forthcoming trends which will pave the way for advertisers to
rethink their creatives; the idea of tying ad format with content,
utilizing data to better target audiences, and create a different
model for ad deployment which is native to users experience and
that can be bought in an automatic fashion at scale.
Ecosystem Players
Ad-Exchange
An ad-exchange is a marketplace where media is bought and
sold, with complete transparency and fluidity, modeled after the
same principles as the stock exchange. The Ad Exchange created
an opportunity for buyers/sellers to trade audiences rather than
inventory in the thousands. Sellers (publishers) would make their
audiences available on the platform. Buyers (advertisers) could
then pick their audience and bid on them. The winner of the bid
could now have their ad in front of the right audience at the right
time.
9Q3.2014
Agency Trading Desk (ATD)
Agency trading desks are the audience buying divisions of
agencies. They promise to match the right audience with the right
ad impression efficiently at scale. Some agencies created their
own proprietary agency trading desk, which gave them the ability
to trade on the Ad Exchanges efficiently and in real-time using
data to influence their decision making.
Data Management Platform (DMP)
Data management platforms help parties involved with the buying
and selling of ad inventory to manage their data, facilitate the
usage of third-party data, enhance understanding or port custom
audience data to a platform for even better targeting.
Demand Side Platform (DSP)
Demand side platform refers to the purchaser of the media -
advertisers/agencies. Demand side platforms (DSPs) are systems
that serve ads on behalf of the advertiser in real time based on
specified rules. Those rules are based on the data provided by
advertisers and by inventory sources (exchanges and SSPs) when
an impression is offered for auction or sale.
Supply Side Platform (SSP)
Supply side platform refers to the seller of media -which is
generally the publisher/developer. Supply side platforms (SSPs)
are vehicles for publishers to make their inventory available for
programmatic buying via an ad exchange marketplace.

10. 10
In times that we are covered with advertising online and offline,
companies must come up with something to secure users’
attention. One of the hot topics in today’s media is ‘’Native
Advertising’’. But what exactly is this new ad format? And what
is actually really new about it?
By all means native advertising is not like all those traditional ad
formats such as banners or pop-ups. Because the conventional
digital ad formats are now nearly completely ignored by the users,
and even worse, perceived to be intrusive.
Native advertising is different. As a natural element it is
integrated into the content, becomes one with its surrounding,
and creates a reading flow that’s simply natural. And guess what?
You won’t even realize it’s an ad!
Learn more about this trend and follow us into a new world of
advertising.
3 elements that matter:
1. Content driven: Promoted, fully branded custom content.
2. Seamlessly embedded into overall design and layout: The ad
doesn’t sit in a banner placement; it is part of the application’s
editorial.
3. User-initiated: The user has the right to decide whether to
engage with the ad or not. It’s not forced on them.
“Marketers are now voting with their wallets, investing more
in content creation and seeking longer tail and more complex
distribution of that content - the massive proliferation of digital
THE RISE OF
NATIVE ADVERTISING
media means technology has to follow suit and now this has a
name...NATIVE.” - Damian Ryan / Understanding Digital Marketing
Why it works
The growth of brand content: Publishing branded content is now
very important for major brands. They are publishing and creating
interesting content, and native ads allow them to do it while
monitoring and analyzing the results.
Banner blindness: As we know, traditional online advertising
formats such as banners is not as effective as before. There are
two kinds of users: The ones who ignore the banners, and others
who find them interruptive, which causes a negative reaction
towards the brand. Marketers are looking for different ways to
reach their customers; native advertising allows this in a format
and style that consumers find acceptable.
Mobile: Native advertising is one of the best ad types for mobile.
Because of the small screen size, users don’t like banners on the
screen of their device. With native advertising, content related ads
are suitable for the application. They can be deployed across any
technological platform – desktop, tablet, mobile - with no need to
change creative or platform specific issues.
Creativity: Native means that brands are free. They are no longer
constrained by the small text requirements and limited graphics of
banner ads or restricted to create a 20 second video ad.
Brands cannot ignore native
• Strong Performance: While the format is still new and data
is limited, early tests have shown strong performance and
significant return on investments. Facebook has been able to scale
its native ad business to over $1 billion in revenue.
10

11. Q3.2014 1111Q3.2014
• No Creative Development: Most mobile native ad products
don’t require a huge budget for creative development. This is
great for marketers who have limited budget and resources.
Creative development for digital advertising is a barrier for many
marketers.
• Targeting Options: Most native ad products have rich first-party
data targeting options that can be difficult to access through
another method. For example, accurate male-female targeting is
possible, as is relationship status targeting.
This popular 1956 quote from David Ogilvy perhaps sums up why
native works:
“It has been found that the less an advertisement looks like
an advertisement, and the more it looks like an editorial, the
more readers stop, look and read. Therefore, study the graphics
used by editors and imitate them. Study the graphics used in
advertisements, and avoid them.”
Native ad in Facebook
Sources: como.com, localmedia.org
Native ad in Twitter Native ad in Milliyet

12. Having spent the past five years as the go-to mobile ad network in
Turkey, mobilike pushes to new frontiers with the launch of a new
group company, seamless. seamless’ proprietary technology allows
publishers to monetize their inventory without disrupting the
user experience, while allowing advertisers to reach their target
audience through sensor driven targeting. seamless is already
implemented by many publishers in Greece, Romania and Turkey,
with a regional expansion underway.
Deep dive into ad-tech:
First proprietary native
programmatic platform
in the region,
PLACEMENTS
seamless offers two different types of ad placements. We
can either merge ads with your content to provide an in-feed
experience, or provide floating ads, which hover over the screen,
and can be static or animated.
In-feed
In-feed ads are the byproduct of native advertising; customized to
match the look and feel of your app while keeping users engaged
with the content. They’re less disruptive than banner ads and
perform better.
In-stream
In-stream ads are another form of native advertising; ads are
integrated into the content stream of the app, blending into the
context and proving a more organic feel.
Floating
Floating ads are a type of advertising that appears in an app or
mobile web page. This format offers static placing of an ad that
will hover over the page. Although decreasing in importance,
floating ads are still an important part of mobile advertising as
they are easily implemented on any type of app.
Full-screen
Full-screen rich media ads deliver higher performance over
standard expandable banners, which deliver improved CPMs for
publishers.
SEAMLESS
LAUNCHES
12

13. Q3.2014 13
In-feed Native App Gallery Floating MMA Standard

14. 14
FORMATS
seamless offers the largest variety of formats in the industry.
Customizing seamless to meet the needs of your ads has never
been easier. With carefully thought-out design, our ads look great
on any device.
Display
- MMA
This is a 320x50 standard banner ad.
- Rich Media
We provide a broad range of interactive digital media that exhibit
dynamic motion, taking advantage of enhanced sensory features
such as video, audio and animation.
- MRE
Medium rectangles are 300x250 standard banner ads.
- Custom Banner
Custom banners are any size outside of the standard banner sizes.
- Leaderboard
Leaderboard banners are used in tablets and are 728x90.
Video
seamless provides an array of video formats: preroll, midroll,
postroll, interactive overlay and banner overlay. seamless video
ads are personalized to enhance brand recall and improve brand
favorability.
- Preroll
Ads that appear before a video starts.
- Midroll
Ads that appear mid-way through a video.
- Postroll
Ads that appear after the video has ended.
- Interactive Overlay
seamless can bring up an interactive html5 page over a video.
- Banner Overlay
Banner Ads that appear before, during or after a video; these can
be static or animated.
- Native
Native ads are customized to take the look and feel of the app,
providing a less intrusive and more engaging experience for users.
- Native App Install Ad
Mobile App Install Ad cards are customized to adopt the in-feed
feel and trigger users to download “suggested” apps.
- Native App Gallery
App galleries carry multiple app cards; several app install ads are
placed in the content stream and customized to take the look and
feel of the app.
TargetSense™
How can you leverage seamless TargetSense™ to optimize ad
engagement?
seamless SDK helps advertisers pinpoint their customers through
location intelligence, ensuring only to show relevant ads to users.
TargetSense™ features may be utilized individually or grouped
together depending on campaign goals.
App targeting
App targeting filters smartphones that have or have not installed
a specific app and only shows ads to the specified audience.
Battery targeting
Battery targeting involves showing ads to smartphone users that
have over or under a specific battery percentage.
Storage targeting
Storage targeting involves measuring the amount of memory
storage on smartphones and showing ads to users within
a specified memory range. This targeting feature has been
particularly successful with cloud storage companies.

15. Q3.2014 15
Connection Type targeting
Connection type targeting is aimed at segmenting users who are
connected to Wi-Fi and users who are using mobile internet.
Device Manufacturer targeting
Device manufacturer targeting allows us to hone in on specific
smartphone hardware manufactures.
Device Model targeting
Device model targeting segments specific device model(s) of
users.
Location targeting
Location targeting allows advertisers to show specific ads
depending on a user’s GPS location.
Operating System targeting
Operating system targeting segments and reaches smartphone
users who have a specific operating system (Android, iOS, etc.) or/
and running a software version release.
Operator targeting
Operator targeting segments users of a specific GSM operator.
Signal strength (optional) targeting
Signal strength targeting segments users with specific signal
strength.
Programmatic
Still a massive underserved opportunity.
With seamless, the buying and selling of inventory are done
mechanically for the most part. Any advertiser or agency can
connect to and buy from publishers on the seamless platform
with the given features by using their existing DSP. seamless is
integrated with the biggest mobile ad exchanges in the world and
supports 100+ DSP’s. By removing manual effort from the process
wherever possible, seamless makes the ad buying system more
efficient, and therefore cheaper.

16. 16

17. Q3.2014 17

18. 18
TargetSense™:
THE POWER
OF SENSOR DRIVEN
TARGETING AT SCALE
18
Smartphones. Smart phones. A combination of hardware and
software embedded in it. A killer combination of hardware,
software and a good Internet connection makes it even smarter.
The truth is, your smartphone knows you better than you know
yourself. It’s packed with many powerful sensors that enables it to
collect data about you, more than you could ever imagine.
Listen to this: Android phones and iPhones include an audio sensor
(microphone), image sensor (camera), touch sensor (screen),
acceleration sensor (tri-axial accelerometer), light sensor, proximity
sensor, and several sensors (including the Global Positioning
System) for establishing location.
Impressive, right? But what does that mean for advertising?
The belief you cannot intelligently advertise on mobile is simply
not true, now less than ever. Smartphone sensor technologies,
especially when combined with data mining, offer tremendous
opportunities for new and innovative ads and apps.
Reach the right audience, with the right
message, in the right context
With seamless technology there are no limits to your creativity,
which makes it so exciting, and opens a whole new world of mobile
advertising.
So what’s the deal with seamless TargetSense™ now? Let us give
you some examples: Have you ever wondered why you suddenly
see the incredible lunch deals of the cute café next door while
scrolling through the newsfeed of your favorite online newspaper?
Or did you consider it a coincidence that the size and frequency of
ads dropped during your forest camping, but increased again when
you were back in town?
Well, this doesn’t happen by chance; it’s the newest technology.
You have to admit that this is pretty cool.

19. Q3.2014 19
However, essential for reaching the right audience for your campaign is the determination of the best-suited targeting option.
seamless TargetSense™ provides you a wide range; you only have to pick the right fit for you.
Take advantage of the power and richness of seamless TargetSense™.
Because this is the future. And this is great. The more effective you are in
targeting the right customers, the greater your return on investment. Don’t
waste any time anymore, just do it right, do it now.
Battery Targeting Device Targeting
App TargetingStorage Targeting
Location Targeting
Carrier Targeting Contextual Targeting
Cellular Data / WLAN
Targeting
Operation System
Targeting
Sources: MediaPost, inside science, Business Insider, LinkedIn

20. 20
That mysterious
thing called
“right place”
20
Since the beginning of the smartphone boom, publishers and
advertisers have been trying to find a way to increase the
sophistication of mobile ad formats. The ever-aging banner ad has
long been the bane of the industry, generating unreliable clicks
and merging apps with ugly, detached design. Fortunately for us,
the social revolution has sparked a change in mobile monetization,
breaking ground with the growth of in-feed placements.
Initially, the transformation happened with floating ads, a similar,
yet more engaging alternative to banner ads. Floating or overlay
ads, are rich media types that enable advertisers to serve ads that
appear uninitiated, superimposed over a user-requested page, and
then disappear or become unobtrusive after a specific time period
(typically 5-30 seconds). Floating ads are still widely used in the
industry, but have slowly started to leave their standing to the
their successor “in-feed” ads.
In-feed ads were first adopted by leading social media companies,
with promoted tweets and app install ads, and now it looks
like the wave has started to shape the whole industry. In-feed
placements are organic and contextual ad units that blend into
seamless brings the best of both
worlds; a combination of floating
and in-feed ads to optimize user
engagement across all connected
mobile devices.

21. Q3.2014 21
any app with smooth integration via our seamless SDK. These
advanced ad types allow publishers to integrate advertising that
shares the look, feel and content of their app inventory. This
means that users are not bombarded by intrusive ads and the
monetization strategy does not obstruct the experience.
seamless’s in-feed ads help publishers earn more revenue with
engaging, relevant, and exciting content that improves the user
experience. This new ad format, previously not possible in this
ease and scale, promises to dramatically improve earnings as
seamless campaigns receive the mobile industry’s highest fill
rates.
A shining example: Milliyet increases conversion through in-feed
ads
Milliyet is the first publisher, which has integrated the seamless
platform. With the seamless integration, the interface of the
Milliyet app has changed remarkably. The newsfeed of the app was
married with native mobile install ads, which are one of seamless’
pioneering in-feed ad units. The goal behind the implementation
was to increase user friendliness and mobile revenue.
After the integration of seamless in-feed ads on to the Milliyet
app, time spent per user doubled in less than 4 months time and
click-to-download rate jumped to a whopping 17%, which is 8 to 12
times higher than the industry standard of 1,5%-2%.
As can be seen in the striking figures, the seamless platform was
a significant assistive touch for the Milliyet app in the sense that it
helped them sell more inventory, and thereby gain more yield.

22. seamless TargetSense™
CAPABILITIES ON
MOBILE VIDEO ADS
Mobile video viewership has experienced a steady rise, and content providers can
be credited with two important accomplishments: rolling out a rapidly expanding
library of shows available across devices, and adapting these shows so that it’s
more enjoyable on mobile.
“I’m going home, and when I want to go home, I’m going mobile.”
- Pete Townshend, The Who
Change is constant and good. The more things change, the more
things remain the same. Nowhere is that more evident than in the
world of online video. The latest numbers show that the torrid love
affair consumers have with online video hasn’t lost any heat. In
fact, the ardor is ongoing, and growing in intensity.
In Q1 2012, for example, mobile phones and tablet video combined
for a 3.4% share of all video plays. By Q1 2013, that number had
grown to 9.2%. But the first quarter of 2014 showed growth that
simply outpaced previous years. A whopping 21.5% of all video
plays were on mobile devices and tablets — an increase of 133%
year-over-year and 532% since 2012. For example YouTube: Some
40% of YouTube’s traffic now comes from mobile. Compare that
to just 25% last year and a paltry 6% only two years ago.
We’ve become a mobile society, one that is accustomed to
watching video on any device, anywhere and anytime. As wireless
broadband penetration continues to improve globally, more and
more consumers are joining the “mobile video club.” In fact, data
from eMarketer shows that there were 1 billion smartphones
worldwide in 2012. That number stands at 1.75 billion today and is
expected to reach 2.5 billion by 2017, or more than one phone for
every three persons on the planet.
22
Source: Ooyala

23. Q3.2014 23
If we talk about mobile video ads, the majority of mobile video ad
impressions occur on phones, and a huge share of mobile video
ads are served to iOS devices.
seamless platform for mobile video advertising
Video ads are rising stars in the world of advertising. Combining
technology, user requests and creativity is the key to make a
difference. Find out more about our seamless video ad formats:
Pre-Roll
5- to 30-second online video commercial that appears prior to
premium video content
Mid-Roll
5- to 30-second online video commercial that appears during
premium video content
Post-Roll
5- to 30-second online video commercial that appears at the end
of premium video content
Interactive Overlay
10-second HTML online video commercial that appears after 30
seconds at the top of the video player while main premium video
content plays
Banner Overlay
10-second static online video commercial that appears after 30
seconds at the top of the video player while main premium video
content plays
Ok, we all agree that videos are fun. But what does seamless
TargetSense™ has to do with it? There are plenty of options in
mobile advertising to pinpoint the target audience.
Where Location Targeting, Device Targeting or Carrier Targeting
are standard today, seamless takes it to the next level by
implementing features such as Storage Targeting or Battery
Targeting. And the best is: All these options are applicable for
video ads.
And how does it work? Imagine you are a battery manufacturer.
You decided to go with the time and created a short and catchy
video to promote your new product that extends the battery life of
mobile devices.
Wouldn’t it be cool if you were able to show this video only
to people who are suffering from a dying battery, just in that
moment?
With seamless TargetSense™ your video ad only appears to mobile
users whose battery level is low. As easy as that. Similarly when
the aim is to target insufficient storage. The video ad is shown
only to the users who have already used more than 80% of their
storage space. You can envisage that only the sky is the limit when
it comes to your creativity. And this is just the beginning.
Now it’s time to benefit from the unique seamless technology
to maximize reach, optimize performance and increase the
effectiveness of your campaign. seamless TargetSense™ makes
it so easy to reach the right audience with the right video. Always
and everywhere. Don’t waste your time and money anymore on
unsuitable ad campaigns. Be one step ahead.
Sources: Ad Age, TubeMogul
Source: Ooyala
Interactive Overlay

24. seamless TargetSense™
SUCCESS STORIES
Duracell is right there
when you need them
Duracell leveraged seamless TargetSense™ to
target users with a low battery phone
Targeting: Battery Level
Format: Full Page Overlay
Action: Interactive Map
Campaign background:
One of the biggest problems of smartphone users is the phone’s
short battery life. As a result, many users, especially those
who spend a lot of time outside the house, run out of battery
frequently. In order to solve this problem, Duracell introduced a new
innovative product, the Duracell portable USB charger.
Campaign mechanism and strategy:
Duracell has decided to use mobile advertising as the main
marketing strategy in order to introduce their new product. The
first step was the implementation of seamless’ unique targeting
technology TargetSense™. With its SDK code integration, seamless
was the first platform that was able to target battery levels as a
part of an ad. And this is how it works: In case the battery level
goes below 20%, a banner appears and the user gets informed
about Duracell’s new innovative portable USB charger.
Result:
At the end of the campaign this unique targeting technology
achieved 73% better CTR compared to average. To measure the
campaign’s effectiveness a survey was conducted. More than
38.000 exposed and non-exposed participants filled responded to
the survey and an impressive 70% of the exposed group recalled
the ads. Furthermore, the product awareness was 134% higher
among the exposed than the non-exposed. Lastly, the purchase
intent of the exposed group appeared to be 112% higher than the
non-exposed.
24

25. Q3.2014 25
Don’t have the Garanti app?
No worries.
App targeting implemented to track users who DON’T have the
Garanti app
Targeting: Appdetect
Format: Floating Notifiers
Action: Appstore
Campaign background:
Garanti Bank, one of the most reputable banks in Turkey, decided
to introduce its own mobile banking application. The reasons
behind were various. Given the fact that we live in the era of mobile
technology, Garanti Bank’s intention was both catching up with
new developments in the field of mobile, and enabling its clients
to commit their daily transactions in an easier and faster manner.
Moreover, the bank wanted to increase brand awareness along
with customer engagement and loyalty. The app represented a
turning point for the bank’s history; a development that changed
the way people perceived banking in general.
Campaign mechanism and strategy:
Billions of mobile ad impressions go to waste every year, simply
because they are not targeted enough. To avoid this, Garanti
Bank created a media first. Together with the unique seamless
TargetSense™ technology the company was able to reach only the
target market and not users that were irrelevant for this message.
And this is how it worked: Only the smartphone users who didn’t
already have the application on their phone were targeted. With
the implementation of seamless platform, Turkey’s most used
news applications were found to search for the Garanti app. If the
Garanti app was not installed on the user’s smartphone, a banner
appeared to direct him to the download.
Result:
The banner achieved a download conversion that was ten times the
average of mobile app promotion campaigns. This led to 500 new
downloads every day and cut the cost per download by half.

26. 26
Now there’s enough place for
all your memories
Turkcell revealed one of smartphone users’ biggest problems, and
solved it for everyone
Targeting: Storage space
Format: Full Page Overlay
Action: Appstore
Campaign background:
Does your smartphone show notifications such as “Memory Full” or
“Low on space”? To overcome the problem of insufficient storage,
Turkcell developed a free cloud storage application, called Akıllı
Depo. The goal of this campaign was mainly to drive downloads for
this app and increasing Turkcell’s brand awareness as a technology
company by only targeting users who run out of storage space.
Campaign mechanism and strategy:
seamless TargetSense™ allowed Turkcell to target users with low
storage and a call to action to redirect them to the appstore to
download the Akıllı Depo app which allowed users to store their
pictures and other files on the cloud.
Result:
At the end of the campaign 31.000 users interacted with it and
were directed to the download. Furthermore, the campaign
achieved a CTR of 1.09%.
While Turkcell was able to reach its target audience, users received
the desired service right when they needed it.

27. A feast for all your senses,
delivered by seamless
Ford takes you on a ride by using native hardware features
Engagement: Vibration, flashlight
Format: Full Page Overlay
Action: URL
Campaign background:
Refined, comfortable, versatile. That’s the Ford Tourneo Courier.
To appropriately promote its brand-new innovative product, Ford
wanted to combine style, comfort, technology, fuel economy and
luxury in its’ new smart commercial, and did a very good job.
Campaign mechanism and strategy:
Thanks to advanced seamless technology, it was possible to
reach mobile devices’ native features and bring them to action.
Three progressive features ensured a unique user experience. The
vibration feature of the device was activated through the seamless
SDK, to demonstrate the reduced in-vehicle vibration of the
new Ford Tourneo Courier. Secondly, the flashlight of the device
was activated to give a good experience of the Tourneo Courier’s
headlamps, which lighten through darkness automatically. Lastly,
the devices’ screens darkened to give the users the feeling of
Tourneo Courier’s automatically darkening rear-view mirrors for
better view.
For the first time in Turkey, a campaign was delivered through
seamless platform utilizing the native hardware features of the
smartphone.
Result:
At the end of the campaign over 2 million impressions were
attained. Furthermore, a button that lead to the company website
for more information has been touched approximately 50.000
times. With a 2.07% CTR Ford gained the desired success through
a combination of brand awareness, user experience and the
advanced mobile technology.
27Q3.2014
seamless
engagement

28. High Performance Ads
For Premium Publishers
Grow your user base and engage your audience
seamless has one mission: to help publishers manage their ad inventory and
optimiz revenue. Below is the checklist we have compiled outlining seamless’s
most important features.
1. Maximize Revenues
By integrating seamless SDK, you open your traffic to hundreds
of demand partners. Through a combination of geographical
reach, technology, aggregated audiences and packaged inventory;
seamless’ programmatic capabilities optimize the probability of
maximizing revenue.
2. Simple Integration
Our single, unified SDK ensures that you don’t have to go about
integrating with multiple ad networks. If you’re migrating from
other monetization networks, this is essential so you don’t go
through the hassle of integrating, testing and servicing multiple
SDKs for each revenue source.
3. Flexibility With Ad Formats
We offer limitless flexibility and enormous revenue upside.
Through the use of personalized creatives, we boost brand
awareness for display and video; we have built a full stack solution
to support native and conventional ads. We strive to create ads
that are harmonious with the context of your app, which support
user acquisition and retention.
4. Placements
We provide both floating and in-feed ad placements. Having
alternative placements in your app allows advertisers to utilize
your inventory for different campaign goals.
5. Inventory Performance and Transparency
Our publisher relations team along with seamless’ programmatic
capabilities ensures the maintenance and optimization of your
inventory; you can opt in to receive monthly reports on your
inventory performance.
6. Yield Optimization
Our platform was built to provide both a robust marketplace
and strong mediation platform through a range of monetization
products. We provide yield optimization from various mediated ad
networks, DSPs, direct sales and ad exchanges.
Contact us at info@goseamless.com
28

29. Innovation in advertising
When we first started this journey back in 2009, we learned that
the media industry was on the verge of serious disruption through
the emergence of closed, tightly knit, technological ecosystems.
At first glance, we were confident that we had the right tools to
penetrate the market, for little that we knew, which I’ll get to in a
bit.
The notion of software eating the world has been around for some
30 years in the West, including the past 5 in which mobilike was
born where we felt the biggest impact of that in Turkey and similar
fast growth markets. If we were to shed light on our journey,
which started with converting basic HTML scripts from the 90’s
to rich media ads that were solely initiated by the perseverance of
Volkan and I in our belief of a future in engagement driven touch
screen advertising, we took the road less travelled. In this path,
we’ve undergone the complexities of bringing to life an innovative
product, a process that has taught us the difficulties of scaling a
company to 60 employees, a tech team to 20, while commencing
with a world-renowned organization methodology.
It all started with ideas that turned into simple prototypes, which
we later tested in the market to weigh the pros and cons and see
what works. After testing our MVP and getting feedback from our
clients, we sat down to revise the architecture of our platform,
prioritize our feature list, and finally build our first “product” at
scale. Of course, it’s easy to write about it after all is said and done,
but the countless pitfalls, which we have faced over the last 5
years, are a topic for another time.
On the baseline, there is but one enduring truth, which is that
innovation, has become an underlying necessity for the growth
and convergence of the media and advertisement establishments.
Specifically speaking, the development of mobile devices,
operating systems and similar components in parallel to the ever-
growing media industry, has made the tech-heavy evolution of
advertising on mobile connected devices inevitable.
seamless – the never ending
struggle to learn how to build
technology for advertising
A short history of the founding of a 20-person technology team,
a plunge into the world of ad-tech and the evolution we have
undergone in the past 9 months.
29Q3.2014

30. Quick wins versus
long-lasting value
Through both conscious decision-making and gradual
maturation at mobilike, we have undergone a change in
focus from short-term wins to long-term value creation.
When we were still small, instead of making long-term
goals, we were eager to please clients and differentiate
our product offering through small investments
in short-lived innovations. Rather than investing
thoroughly in developing a lasting technology, we were
focused on delivering creative campaigns, which were
simple to customize, but not scalable. In the early
days, we had limited resources and a small tech team,
which amplified our thirst to execute efficiently, while
satisfying market demand.
As time went on and the market grew, we started
reusing more and more of our ideas to benefit
publishers and advertisers we worked with. As
the volume of traffic grew across our network, we
started to realize a contraction on our platform and
compromise in the quality of our ads. In the meantime,
we had grown to a publisher network of 400 apps and
sites. Trying to utilize this broad network in complex
campaigns was not fun at all, which led us to take a
leap of faith and kick off the development of seamless.
The transition from taking shortcuts through bundling
fragmented elements to investing the resources
to build out our own, unified platform has been an
enlightening point in time since the start of our odyssey
back in 2009.
It’s been just over 9 months since the inception of
seamless, the first piece of mobile ad-tech to be utilized
at this scale in the region and built by an extensive
group of young and dynamic engineers. With seamless
and mobilike group’s scale, we ultimately create
huge leverage, empowering publishers with quality,
frictionless ad-units and the industry’s highest fill-
rates, while serving advertisers with advanced tools for
enhanced engagement with their target market.
30

31. The inception of seamless was followed by the
recruitment of durable, committed team players. Since
the very beginning, technology has been intertwined
with our business, but finding a leader and courageous
engineers that wouldn’t succumb when faced with
adversity or keywords such as RTB and advertising SDK,
was the real challenge. This was a whole new category
of business for us. Having employed nearly 20 new
members in half a dozen months, our human relations
department was bombarded with applications; we
went through literally thousands of applications and
interviewed close to 200 people.
It’s not only about hiring great people. Enabling this
group to work in harmony together, while maximizing
output is an art of its own. Especially with engineers,
who generally have a higher IQ than your average
Joe, it’s more about a mystical combination of trust,
motivation and shared purpose. After all, these guys
type into a keyboard and cars drive themselves.
With that said, it wasn’t a surprise for one of
our magicians to lead us through this mist. Our
technology director, Berk, who joined us early on
in the development of the platform, came up with
the suggestion to adopt agile and apply scrum
methodologies. Thanks to scrum, I’m confident to say
that we have a group of engineers that amalgamated
like Voltron, culminating into a tightly knit force to be
reckoned with.
To be more specific; at the start of last spring, we
transitioned to utilizing Scrum to organize our growing
team.
Scrum is less about traditional management and more
about empowering individuals to take responsibility.
The long-lasting notion of dictatorial management left
our office for the soft-felt ideology of Scrum, where
parts (team members) of a whole come together to
accomplish the larger goal. Instead of the Waterfall
type approach that we’re so used to where duties
are assigned by managers, Scrum embodies an
understanding of the bigger picture, while encouraging
teammates to self-organize, yet maximize output.
Scrum and agile are broad topics, and since we’re
relatively new to the area, I’m not going to ponder
into it, but all I know is that if you’re developing
technology it’s definitely worth investing your time into
researching.
At this point of time, we’ve compiled a long list of ideas
that might take years to execute, cooked collectively
by all our teams and the mobile advertising market at
large, and a tech team hungry as ever to push forward.
Getting to where we are today, all the teams in our
company had to work relentlessly, pursuing dreams
and honing on prioritized tasks. In addition to our
employees and stakeholders in the market, founders
and shareholders converged together to make this
dream a reality. With patience, common purpose and
diligence, we’re ecstatic to share what we’ve built.
We know we’re still at the beginning of a long journey,
presumably with plenty of obstacles ahead, but we’re
driven to do whatever is necessary to get the job done
and go beyond expectations. Concurrently, we’d like to
thank all the publishers, advertisers and agencies that
have supported our endeavor and the whole team for
their implacable effort for making this all possible.
LEARNING
MAGIC
31Q3.2014

32. 1-2 October 2014
Webit Congress
Istanbul/Türkiye
20-22 October 2014
Mobile Games Forum
2014
Seattle, USA
9 October 2014
Digiday Mobi Awards
New York, USA
4-8 November 2014
Brand Week Istanbul
Istanbul, Turkey
16-17 October 2014
WIRED 2014
London, England
4-6 November 2014
ad:tech
New York, USA
10 November 2014
MMA Forum
London, England
5-6 November 2014
The Web Summit
Dublin, Ireland
12-13 November 2014
Apps World Europe
London, England
9-11 December 2014
LeWeb’14
Paris, France
2-5 March 2015
Mobile World Congress
Barcelona, Spain
10 December 2014
The Next Web
New York, USA
Conferences&Events