The document reflects on the achievements and trends in the mobile industry in 2014, highlighting significant growth in mobile and tablet usage, as well as advancements in technologies such as 4G, 5G, and beacon technology. It emphasizes the rising engagement and behavioral changes stemming from mobile internet usage, including second screening, programmatic advertising, and the burgeoning interest in wearable devices. Looking ahead, the report discusses how these trends will shape mobile advertising opportunities and consumer interactions in 2015 and beyond.

1. Q3.2014 1
Q4.2014
A glance back to
the “mobilike year“
2014 SUMMARY
How will the mobile
world shape
in 2015?
2015 TRENDS
Updates and new
releases
Looking at the
digital world with
Bora Başman
INTERVIEW
seamless

2. 2
4
12
22 24
14
7 8
Index
Q4.2014
18
Goodbye
2014
Hot topics
of 2014
New trends
in mobile
Mobile
numbers
Looking at
the digital world
with Bora Başman
FAQ
Programmatic
A rewarding
year
seamless:
hassle-free
mobile advertising

3. 3Q4.2014
Dear reader,
The mobile industry saw many
wonderful achievements in 2014.
Mobile and tablet usage is continuing
to rise and the time consumers spend
on mobile phones is growing day-by-
day.
Fortunately for us, mobilike also had
an amazing year, complete with a
number of great success stories: we
conducted entire product launches,
expanded into the Greek market, and
were granted a number of prestigious
awards. mobilike continues to grow at
an unprecedented pace indicative of
mobile advertising success.
In this madreport..
With the closing of a successful year,
we are thrilled to reflect on all that
has happened in the mobile world
over the past 12 months. We are
also excited to report on the future
of mobile advertising and the great
opportunities that await us in the
coming year.
In this issue, we will focus on both
changing trends and new integrations
in the mobile world–we will dive
into 4G and 5G integrations and
discuss the future of the Beacon.
Contact us
Similar to other madreports, we will
also provide insights regarding the
programmatic world, with a focus
on how programmatic and mobile
technologies influence and change
our lives. On top of that, we will also
explore mobile video and its growth
impact on mobile usage.
As you may have already guessed,
in addition to covering trends,
integrations, programmatic, and
mobile video, our madreport covers
the development of seamless
technology–with numerous awards
to its name, seamless is one of the
biggest topics and greatest success
stories achieved by mobilike. This
will be followed by a journey back to
the beginning of 2014 where you will
have the opportunity to see what
happened in the “mobilike kitchen”
throughout the year.
So lean back and get ready for a great
arrangement of 2014 flashbacks.
Whether you are a publisher,
advertiser, or mobile user; we’re sure
this madreport will have something
to offer you.
Thanks for reading and see you soon!
Volkan Biçer Şekip Can Gökalp
/ mobilike
/ themobilike
/ mobilike

4. 4
2014 is almost over where we shared a lot of moments
with our friends and family, which we captured with our
smartphones and tablets. But, whether we are with our
friends or our family, we spent the most of our times with
our smartphones and tablets.
The smartphone ownership in Turkey has increased up to 84%,
surpassing the global average by 4%.
Tablets on the other hand are also starting to gain a significant role in our lives although they are
not irreplaceable as smartphones are. With an ownership of 54% in Turkey, the ownership rate
surpasses the global average by 7%.
Tablet Internet usage has also a steady increase similar to the smartphones. With a yearly increase of
almost 10% we observe that the tablets are gaining important share by means of data consumption.
A relatively new technology mainly introduced to us via Google Glass, which day by day raise
awareness and curiosity among us. 71%of Turkish consumers are interested in wearable
technologies where already 9% own a smartwatch.
Inordertoseehow2014wasforthesocialmediaplatforms,wecheckedthetopsocialmediaplatformsby
meansofactiveusers.Thefirstplace,asyoumayalsoguessbelongstoFacebookwith56%.
Also on the messaging app side, Facebook has a remarkable share with WhatsApp and
Facebook Messenger constituting a share of 49% and 44% respectively.
With the ownership, our usage of Internet has also increased year by year. With an increase of
almost 10% each year from 2012 and on, mobile Internet usage has reached 77%. We became
more and more smartphone dependent where we have spent 2.09 hours daily during 2014.
Source: GWI Market Report

5. 5Q4.2014
65% of global mobile users are using their phones to go online.
29% of them are using tablets to access the Internet.
53% of tablet users have the Android OS,
where iOS holds only shares of 40%.
By means of mobile and tablet
Internet access, mobile Internet
is most commonly used in China
with 83%, South Africa, Hong
Kong, and Mexico with over
70%.
In the case of tablets, China again
leads the accessibility market
followed by Mexico, Singapore,
Turkey and the US.
54% of tablet users say that they share
their device with at least one person.
The OS differentiation is led by Android once again with
a usage rate of 65% and followed by iOS’s 20%.
Source: GWI Device Report

6. 6
In the demographics of the global mobile users compared to the
demographics of the global PC users, we see some convergences
and some divergences. For instance, by means of gender, in both
categories, the male users have a dominance with almost the
same numbers.
By looking at the age of the mobile and laptop users, we can
clearly see that the laptop users have a higher average age
compared to the mobile users, from which we can deduce that the
trend has been led by the younger generations.
At last, by means of income, the two categories have almost the
same demographic information, although mobile does look less
affordable to the bottom to mid-income individuals.
Tablets are mostly used within the age range of 25-34, which
is followed by equal shares within the ages of 16-24 and 35-44.
From this data, we can deduce that the tablet market will grow
within years with a force coming both from the younger and elder
generation.
Source: GWI device report
Source: GWI device report

7. 7Q4.2014
Source: GWI device report
Moments
The moments the users experience via their mobile phones within seconds are now and will be
very important in the upcoming year. Theses moments will be contextually relevant to give a
more personalized and engaging experience to the users.
Location Based Marketing
With the help of beacons and other location based technology, location based marketing will gain
more and more importance in the lives of us users. We will be offered discounts and campaigns
based on our location, which will enable us to be responsive at the moment thanks to proximity.
Content Marketing
Content marketing, non-interruption marketing, is seen as the art of communicating with your customers and
prospects without selling. The essence of this content strategy is the belief that if we, as businesses, deliver
consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
Internet of Things
A whole new world of asset sharing: spontaneous, useful, fun, and profitable. As more objects
become connected, new ways of deriving value from them will become possible for consumers,
shared access being one. IoT is beginning to grow significantly, as consumers, businesses, and
governments recognize the benefit of connecting inert devices to the Internet.
Second Screening
Therateofsecondscreeningrisestoapointsohighthatonly95%ofTurkishInternetusersagedbetween
16-64saythattheysecondscreen.Thiscreatesagreatopportunitytolaunchcrossdeviceadvertising
reachingtheconsumerfromseveraldifferentchannelswithdifferentopportunities.Reachingtheusers
thatsecondscreenwiththeTVandtheirtabletscanbecapturednowwithboththecommercialsandthe
digitaladvertisements.
Programmatic
Programmatic is the automated way of buying and selling digital media. It uses real time systems
to automate the delivery of data driven, targeted and relevant experiences to consumers as they
interact with a brand’s many touch points.
Hot Topics of 2014

8. New trends: 4G integration in Turkey
and development of 5G technology
throughout the world
In today’s world, everything is moving faster day-by-day. We want
to access information instantly via our laptops, mobile phones, and
tablets wherever we are. This demand for accelerated connection
has increased so rapidly that, on average, 60% of mobile users
hold an expectation that an Internet site will load in three seconds
or less. Mobile phone operators are working tirelessly to serve
customers with the best possible coverage available. But, is this
enough to meet all expectations? Given that the time allocated to
smartphone screening is 147 minutes (and 50 minutes for tablets)
per person per day, we as mobile consumers expect higher rates of
traffic with faster connections.
Following the launch of 3G technology, mobile Internet has
changed the attitudes of mobile users by introducing thousands
of different apps spanning a range of different categories. These
apps both entertain and offer many desirable benefits to the user
in the form of enhanced lifestyle efficiencies. The combination of
3G technology and application development has led to increased
focus on data usage. Data usage is such a fundamental part of
mobile monitoring that, in some countries, demand has grown
so significantly that an entirely new technology is now required:
fourth generation mobile telecommunications (4G).
Almost all countries in the Americas, Europe, Asia, and Australia
have overhauled their technologies to meet increasing demands
for data consumption. Only a few countries in the Middle East
and Africa continue to operate with 3G and 2G technologies. In
countries like Turkey, 3G technology is almost as good as some
4G technologies. The need for more sophisticated infrastructure,
however, is a clear requirement. As such, 4G technology will be
integrated into the Turkish telecommunications network in 2015.
This switch to 4G technology will invariably impact the user
experience. Turkish consumers have had access to smartphones
supporting 4G technology for over two years. It is only in the near
future, however, that they will have the capacity to fully utilize the
benefits of their technology.
The change in user experience driven by 4G technology will
first impact commercial organizations. Companies using 4G
technology will be able to access consumers much faster than
they could before. One prediction from Cisco indicates that by
2018, 4G technology will represent over half of the mobile data
traffic, meaning that consumers will visit more and more web-
pages and download more and more apps over 4G. This creates
a great opportunity for brands to boost visibility in a multitude
of environments to the greatest possible number of customers.
Additionally, the speed of 4G technology means that consumers
will spend less time waiting for web-pages to load and more time
watching ads. All of these factors will increase a combination of:
access to customers, visibility, and brand engagement.
While Turkey is moving towards implementing 4G technology, the
rest of the world is also progressing with mobile modernization,
specifically through fifth generation mobile telecommunications
(5G). According to the Ericsson Mobility Report published in
November 2014, 5G subscriptions will be commercially available
by 2020. It is too early to predict the exact implications of 5G
technology, however, it is certain that with an increase in speed,
demand will also expand.
Source:
Compuware
MillwardBrown
WorldTimezone
Cisco
Ericsson Mobility Report November 2014
NEW
TRENDS
8

9. 9Q4.2014
Beacon
Currently, Beacon technology is one of the hottest items in the
tech and marketing world. The attractiveness of Beacon is that it
enables advertisers and retailers to reach their target audience at
the right place and the right time.
So, how does it work? Beacon technology utilizes Bluetooth Low
Energy (BLE), which enables smartphones to perform specific
functions within close proximity to a Beacon. Specifically, Bea-
con technology transmits unique, universal identifiers that are
picked up by mobile applications to connect shoppers with loca-
tion-based content via push notifications. This includes inform-
ing select shoppers of product sales or releasing special offers
intended to directly target and connect with customers based on
her/his loyalty.
But don’t forget about compatibility. A Beacon network without
a supportive app ecosystem is unfortunately like a TV channel
with no viewers. Beacon technology is ineffective without the
assistance of corresponding apps and their users. Despite this fact,
compatibility set-up is simple and hassle-free. The only require-
ment for accessing smart Beacon technology is the effortless
integration of a software development kit (SDK) with mobile
applications.
While there are many advantages and opportunities for retailers
and advertisers to reach their target audience via smartphones,
barriers also exist. The effectiveness of Beacon technology, and its
ability to function as a “smart solution” for advertising and other
promotional activities may, for example, be limited when users
switch off their Bluetooth or are operating with an old handset.
Nevertheless, the indoor positioning system offered by Beacon
technology is a massive step towards direct consumer targeting–it
presents the potential for advertisers to connect with consumers
at the most opportune moment, and also eliminates the require-
ment for brands to distribute personalized messages (such as
point-of-sale campaigns) to individual shoppers.
The greatest value offered by Beacon technology to the end user
is the ability to receive messages/push notifications based on
location. The focus on consumer location drives up consumer-ad
engagement. According to a survey, “consumers who receive
location-based messages are 16 times more likely to use an app
in-store than those who don’t”.
Audio Watermark
This single technology platform enables brands to utilize individual
components of their marketing campaigns to achieve a number
of strategic outcomes, including: enhanced mobile consumer
engagement, brand loyalty, and increased purchase opportunities.
Today’s mobile technology enables consumers to both “see and
hear” media content. As a result, brands and retailers are encour-
aged to adopt Audio Watermark technology across all media types
to facilitate deeper customer engagement–the technology creates
brand loyalty by connecting retailers with consumers at every
touch point of their shopping journey.
Ed Knudson, Executive Vice President of Sales and Marketing at
Digimarc, had the following to say about mobile marketing: “The
advantages of assigning unique digital identities to every media
component are game changing for mobile marketing”
Wearable Technologies
While it appears to most that wearable technology has only re-
cently emerged as a new product trend, the truth is that wearable
technology has a long history spanning almost 50 years. The first
wearable technology was used in the 1960s and 70s in casinos to
improve gambling odds at the roulette table.
Sci-fi films also have a reputation for publicizing the benefits and
appeal of wearable technology. This fad, however, is no longer re-
stricted only to the movies. Since the turn of the millennium, more
and more consumers have been recorded purchasing wearable
technology for daily use.
If we consider the volume of wearable tech world-wide, and com-
bine this data with the knowledge that healthcare and sport activi-
ty trackers are rapidly becoming mass-market products, we can be
certain that the role of wearable tech is set to rise significantly in
the near future. “The next twelve months will be a critical period
for the acceptance and adoption of wearable devices,” says senior
analyst Joshua Flood from Datamonitor Energy.
On the flipside, before they are invited into the mainstream,
wearable devices (such as smart watches) will need to overcome
some critical obstacles. Specifically, improvements are required in
relation to: design aesthetic, protective case/packaging attrac-
tiveness, battery life, and economic value. How vendors approach
these challenges and the respective solutions offered will affect
the wearable technology market far into the future.
If you are still skeptical about the potential for wearable technol-
ogy to be applied to everyday life, the statistics speak for them-
selves:
“Ninety million wearable computing devices were shipped in
2014 for the Sports, Health and Fitness industry alone. It is also
expected that more than two million smart glasses will be shipped
in 2014, with strong growth in this category projected for 2015 and
beyond. Mobile enabling technologies, such as augmented reality,
will play a vital part in enhancing smart glass capabilities.”
Source:
abiresearch
mashable

10. 10
Mobile and Big Data
Collection and use of big data is a well-known trend both for com-
panies and institutions nowadays. Companies place a high level of
importance on big data in order to understand their customers and
ultimately serve them better. All of the operations associated with
big data have improved within the scope of laptops and PCs, but
what about mobile phones?
What is big data?
Big data refers to enormous and exponentially growing volumes
of data. It does not have any specific parameters, but is defined by
the three “V’s”: velocity, volume, and variety. Kipp Jones from Sky-
hook adds a fourth “V” to the equation: value. In order to retrieve
and interpret information from data, understanding of the four
“V’s” is paramount.
The data, most companies are gathering today, include informa-
tion such as average consumption and average usage, or similar
data where only one number is used to represent a group of peo-
ple. Big data, on the contrary, provides real information for each
individual, thus enabling us to understand the separate actions of
each person.
The next step: mobile
Mobile usage is increasing day-by-day and users have demonstrat-
ed an overwhelming preference to consume additional data. Thus,
the importance of big data in the mobile industry is now of key
consideration. People have their smartphones with them every-
where they go–so much so that the daily screening rate of mobile
technology has reached 147 minutes per person per day.
With increased mobile data consumption, companies have begun
to focus on mobile opportunities where they can monitor data
even when users are not active. The first step in developing the
industry of mobile data is the use of big data in acquiring informa-
tion for app developers looking to optimize and personalize their
services.
This new focus on big data has also created room for improvement
in advertising. The most striking factor differentiating big data
attributed to mobile technologies from web oriented big data is
the ability to access location data with mobile technologies. This
allows companies to advertise with a hyper-local targeting focus.
That is, advertisers are able to target specific users within certain,
fixed areas.
Another feature distinguishing mobile from web based big data
is that users can be traced among multiple devices via algorithmic
analysis. This introduces a new concept called cross-device target-
ing. Since mobile phones and tablets don’t typically use cookies,
actions executed on laptops or tablets can be tracked via mobile
big data. This provides companies with more information about
users as it offers the opportunity to observe the precise actions of
consumers on multiple devices.
Given the two targeting features differentiating big data attribut-
ed to mobile technologies from web oriented big data, it is clear
that mobile big data will have an increasingly larger role to play in
the strategic operations of many companies.
Source:
BusinessInsider
MillwardBrown

11. 11Q4.2014
Programmatic
As mobile devices assume a central role in the digital lives of
almost all consumers, the importance of cookies is rapidly reced-
ing. Consequently, there is now an urgent need for alternative
methods of audience identification, segmentation, and analysis to
be developed. Programmatic is applicable to all media types: paid,
owned, and earned. It traverses screens, devices, as well as count-
less other media sources, and is regarded as the optimal solution
for both the sale and purchase of media. As such, programmatic
supports the needs and desires of advertisers for richer and more
actionable customer profiles that can be addressed across a range
of channels and media sources.
The audience-centered efforts of programmatic (a function
regarded as the backbone of this new, refined technology) will
support data to grow in strategic value. Programmatic reinforces
the importance of strong management and identifies merit in
enterprise governance strategies focused on ensuring access to
and security of robust management processes. Programmatic is
evolving as a tool with the potential to accelerate marketing activ-
ity to great new heights. With a multitude of support technologies
in place/development, various organizations in the digital mar-
keting supply chain will be looking to realign their infrastructure
to achieve compatibility with the programmatic system. The use
of programmatic is set to become mainstream, thus companies
are encouraged to follow the momentum of mobile modernization
efforts to avoid lagging behind.
seamless platform
Theeffectivenessofmassmarketingisdeclining,hencepersonalized
marketing is being adopted as the preferential strategy. The
rise of mobile device usage has made it easier for marketers
to distribute relevant brand messages to target audiences in
a timely fashion. Thanks to its TargetSense™ technology (a
combination of sensor-driven targeting and behavioral target-
ing) seamless enables advertisers to pinpoint specific audienc-
es. Behavioral targeting records historical data, creating user
profiles and segments–it enhances the relevance of market
data by capturing personal information. The seamless platform
guarantees a direct link between marketers and their target
audiences. In addition, the personalized marketing approach
of seamless has been proven to increase engagement rates.
When the bulk of marketing content a mobile user encounters
is aligned to their personal preferences and interests, they are
more inclined to engage with ads and products in a positive and
enthusiastic manner.
TargetSense™ technology is not the only benefit of seamless.
The platform also provides native ad placement options to
create a smooth mobile user experience. Banners displayed
across a mobile interface can sometimes be intrusive. Thus, ad
placement is key to minimizing ad interference and maintain-
ing a user-ad relationship that is welcomed by both parties.
The seamless platform offers a masterful integration of ads
and mobile content–the ads supported by seamless adopt the
look and feel of the applications and mobile sites visited by the
user. Last, but not least, seamless also enables publishers and
advertisers to connect with what has been labelled as “the next
big thing” in mobile technology: programmatic. The seamless
platform works as an SSP (supply-side platform) add-on with a
single unified SDK (software development kit). These charac-
teristics allow publishers to connect with multiple SSP sources
and hundreds of DSPs (demand-side platforms).

12. There are numerous trends in
modern advertising, including use
of mobile technology and social
media, e-commerce integration, as
well as development of real-time
and native campaigns. What’s more,
these trends are constantly changing.
It is clear the zeitgeist of modern
advertising is heading towards digital
marketing.
We discussed new trends and
changes in the marketing world with
Bora Başman, who is member of the
IAB Turkish Committee of Education.
Mr. Başman shared his thoughts on
the digital marketing strategies and
methods of 2014, and also provided
insight regarding the evolution of
advertising in 2015.
INTERVIEW
Looking at the
digital world with
Bora Başman
How should brands use digital media in their marketing
campaigns and how should they develop their marketing
strategies?
It’s true that paid media reach, gives advertisers a huge amount
of opportunities. Yet, it’s also possible that you’ve been wasting
it all without proper management. You should always focus on
your desired actions and the target audience. Your desired actions
could be downloads, video plays, clicks, impressions, dwell times,
filling forms, content sharing etc. and you’d need some youngsters
to do the bidding; good to hear! From organic reach to paid media
support, making a decision on what type of impact you would like
to generate is the hardest one, because it should be set at the idea
phase and should be carried out all the way to the end; one simply
does not adapt the campaign into a digital ad that naturally. It’s
not rocket science, but it needs a proper preperation.
In 2014, which digital marketing methods were most in demand,
and which trends will be on the agenda in 2015?
We’ve heard a lot about BIG DATA, CONTENT/VIDEO
MARKETING this year and expect to hear a lot of MOBILE MEDIA,
PROGRAMMATIC BUYING and INTENT BASED MARKETING next
year. I think it’s vital to seperate the buzz words from the actual
marketing part, because it doesn’t reflect the real adspend or
focus most of the time.
From a customer engagement perspective, how different are
digital marketing methods from the classical ones?
In traditional advertising, the race is fierce with your competitors;
whether it’s the first place or the last, between thousands of
mixed messages, sound logos, call to actions, big fonts, bigger ad
units, advertorials, cinema ads, newspaper ads, bigger newspaper
12

13. 13Q4.2014
ads or magazines. When compared to digital marketing,
traditional communication is a solitary and basic experience.
Initiatives like following up messages, becoming followers, visiting
websites and search actions are so powerful, that you’d wish you
could master it in a shorter time period.
Do the developments in mobile technology impact investments
in digital marketing?
I’d be lying if I say “yes”. In short term, it has a small impact. In the
longer term, the more the meaning of mobile marketing develops,
the higher will be the possibility that it’ll take over more slices of
the budget pie; thus pushing the whole spending up the ladder.
What really improve the digital adspend are “People” and “Adtech”.
For curious readers: my article about digital media adspend on
LinkedIn gives more insights regarding this topic.
In your opinion, what impact is likely to be observed in response
to increased mobile device penetration?
Mobile handset count has a direct effect on the mobile Internet
consumption, as well as becoming a much more dominant
device in our daily life. Basically, more reach equals more budget.
But I believe that ad technology will have a larger and vertical
impact on digital adspend. Traditional ad units often repeat
themselves, or get either bigger or smaller in size and usually
do not innovate. Adtech gives you the option to laser-focus on
your target audience; making it a mutual improvement for both
publishers and marketers. And with the wearable tech becoming
mainstream, it’s possible to expect changes in advertising for
cross channels.
Why is the integration of digital communication in marketing
strategies so important?
Protecting the brand image is a tough job. Considering the
multiple possibilities and the real time effect that digital
marketing can generate, you have to plan it beforehand. In the
past we used the 3 second long “taglines” to give direct, full brand
messages; but now it’s possible to maintain that relationship and
effect for the long term. Also, the toughest part is to change the
perception on digital marketing, because it’s out of our comfort
zones. Marketers and brand executives have been focusing on
controlling the branding and communication issues very strictly,
but digital marketing is mainly about real time and going with the
flow. It is as if the meaning of the word “strategy” has shifted
from solid/strong to versatile/continuous when it comes to the
digital ways of communication. This is one of the reasons why you
need to think for a digital framework first.
How do you create an effective mobile marketing campaign?
Having the target audience and the campaign aims set, seek out
the reach and interaction rates when it comes to performance
for best impact. It’s a MUST to advertise to your target audience,
not at a specific mobile site or an application. See through the
vast mobile inventory, combine the business intelligence with
your previous experience and build a creative campaign that is
impossible to ignore. Methods such as adapting native advertising
and getting your priorities in programmatic buying will help you to
effectively use the budget at hand. Also remember that, post-click
analysis always helps for better references.
Photo Credit: Burak Teoman
We would like to thank
Mr. Başman for his contributions
to madreport, sharing his vision
about the digital marketing world.

14. 14
The strength of a marketing campaign is maximized when the
following combination of factors is achieved: reaching consumers
at the most appropriate point in time with the right message.
As the media industry fragments and customer attention
spans dwindle, brands need to adopt specialized mechanisms
for identifying and engaging their audience. Systems using
programmatic technology achieve a collaboration of speed and
agility with paid digital media–this makes it an effective tool for
targeting consumers in real time. Despite all of its usefulness,
programmatic is still a mystery for the majority of media owners,
advertisers, and marketers. To assist with developing knowledge
of the programmatic concept, we are answering the questions
everyone is afraid to ask.
What does “programmatic” really
mean?
There is a lot of confusion regarding the term programmatic.
Many people mistakenly refer to it as real-time bidding (RTB),
however, this is only one part of the programmatic ecosystem.
Others believe it is only used for remnant inventory. The term
“programmatic” is the umbrella term for the automated buying
and selling of media. Through SSPs (supply-side platforms), DSPs
(demand-side platforms), and ATDs (agency trading desks), media
buyers and publishers can purchase and sell displays, videos,
mobile ads and more using automated technology.
What is RTB?
RTB refers to real-time bidding, which is an auction-based
mechanism for media buyers to bid on ads at the impression level
(that is, according to the measure of the number of times an ad
is seen). The auctions are often facilitated by ad exchanges, ad-
servers, or SSPs.
When an ad impression is determined, a call is made to the
exchange and the impression is submitted to all bidders. Bids are
then placed (usually in less than 100 milliseconds). Ad exchanges
federate bids to ensure bidders are contacted according to
demand preferences and are only submitting defined selections
to the exchange. However, not all programmatic advertising uses
RTB. Some programmatic or technology-driven ad platforms
let publishers sell their inventory in advance for a fixed price, as
opposed to auctioning it off. This is sometimes referred to as
programmatic direct or programmatic guaranteed.
What are the SSPs and DSPs you
are talking about?
SSPs, supply-side platforms, are software programs used for
the automated sale of advertising. SSPs are mostly employed by
online publishers to sell displays, videos, and mobile ads. An SSP is
basically the publisher equivalent of a DSP.
While SSPs are designed to maximize publisher yields, DSPs,
demand-side platforms, are used by marketers to buy ad
impressions from exchanges in an efficient manner. SSPs and
DSPs are empowered with a similar technology.
By using SSPs, publishers connect their inventory to multiple ad
exchanges, DSPs, and ad networks all at once. This expands the
potential range of ad inventory purchases. When an SSP throws
impressions into ad exchanges, DSPs analyze and purchase them
on behalf of marketers the latter takes place according to certain
pre-defined attributes, such as where the impressions are served
and the user profile the ads are being served to. The idea is to
open impressions to as many potential buyers as possible so that
publishers can maximize the revenue of their inventory. Publisher
inventory is also known as yields, hence, SSPs are sometimes
referred to as yield-optimization platforms.
14
FAQ
PROGRAMMATIC

15. 15Q4.2014 15
What do you mean by ad exchanges?
Think of the finance world where stocks, bonds, commodities,
and derivatives are sold over “exchanges”–the sale of advertising
operates in a similar manner via a platform known as an ad
exchange. Most exchanges are second-price auctions. This means
the highest bidder of an ad impression wins that impression,
but only pays the price (sometimes plus one kuruş*) that the
second-highest bidder was willing to pay. Almost all of these
exchanges have moved to RTB. Ad exchanges provide liquidity to
the marketplace by enabling supply and demand to match fluidly.
Ad exchanges are a relatively inexpensive conduit through which
demand and supply flow.
* kuruş is a Turkish currency subunit. One Turkish Lira is equivalent to 100 kuruş.
Can you provide more information
about programmatic direct/
guaranteed?
Programmatic direct is a mechanism for automating direct
ad purchases for set campaigns. As a new subset of the
programmatic ecosystem, its functionality is still being developed,
however, the main goal remains the same: to increase automation
of the buying and selling of media. Purchases can take place via a
number of channels including displays, videos, social and mobile
applications, as well as a rage of other traditional mechanism,
such as television, radio, and print. The programmatic ecosystem
consists of vendors who independently support the needs of
buyers and sellers–a few also offer hybrid solutions.
Many DSPs are now plugging into programmatic direct inventory
sources as well, allowing one-stop-shop purchases of both RTB
and direct inventory.
So, it is different to RTB?
Yes. Programmatic direct/guaranteed ad purchasing does not
involve an auction. You can think of it as being similar to Wall
Street–spot markets involve real-time bidding, but the majority of
trading takes place through guaranteed purchases.
So, RTB covers remnant, low-quality
ad space while programmatic direct
focuses on the high-quality stuff?
Wrong. They are just different ways of buying ad inventory. The
idea behind programmatic direct is to take the mechanisms of
automation that were popularized by RTB and apply them to
typical ad buying processes.
But how can I be sure that my ad
won’t end up in the wrong place?
How will my brand be protected?
Careful planning should be conducted from the start. It is also
important that the campaign is managed dynamically and
optimized over time so that brand safety can be monitored
and managed. Ad purchases under the programmatic system
have a far broader reach than conventional media purchases,
therefore the system may be abused through automated traffic or
misrepresentation. As such, when planning programmatic activity,
it is important to work with partners that are committed to the
highest standards. This includes partners that are actively working
with bodies such as the IAB or collaborating on programs such as
‘Traffic of Good Intent’.
Is it different to private exchanges?
Yes. The private marketplace gives more power to the media buyer
to choose whether it wants the ad inventory.
OK, what are the advantages of
using programmatic for advertisers?
Programmatic enables a media buyer to specify exact goals and
to look only for ad inventory that matches those goals. It allows
advertisers to pinpoint audiences and deliver the right message,
at the right time, in the right place. As a result, media wastage is
diminished significantly, buying efficiency is improved, and overall
campaign effectiveness is boosted.

16. 16
This is different from buying from publishers directly, where the
publisher specifies the inventory type. With RTB, the buyers
specify the inventory desired and only purchase what they want.
Why should publishers use
programmatic?
Exchanges and supply-side platforms enable publishers to control
the minimum prices at which their inventory is sold (often called
price floors). This system supports publishers to offer their ads at
an auction while setting a reserve price that must be met in order
for a transaction to take place. Also, programmatic selling achieves
higher yields because publisher sales costs are lower and inventory
is being used more efficiently (idle stored units are minimized).
What should media owners do to achieve
successful programmatic selling?
Publishers have started to adopt programmatic as a core part of
their monetization strategy, but this approach may pose some
internal challenges. The top five activities, as recommended by the
IAB, for building a successful programmatic publisher organization
are: (1) aligning incentives and compensation; (2) educating direct
sellers by encouraging them to attend Programmatic 101 Training;
(3) establishing a programmatic team focused on supporting
direct sales (agencies) and covering programmatic buying entities
(DSPs, trading desks); (4) creating a programmatic rate card; and
(5) maintaining internal and external quarterly budget reviews.
I think I understand, so
programmatic replaces humans with
computers?
This is true to some extent, however, systems such as
programmatic are a natural part of the technological revolution
and offer an entirely unique humanistic component all of their
own. For brands and media buyers, programmatic creates a large
range of opportunities for customer engagement. In this way,
programmatic, increases the ‘human touch’ applied to ad sales
through promoting a system based on personal creative taste
and preferences. Programmatic technology replaces traditional
media-buying processes with a new set of tools that enable both
parties (brand and audience) to enrich conversations with relevant
data. It creates clear efficiencies for media buying and selling, and
removes the headache of repetitive negotiations.
Furthermore, human creativity and programmatic are not
enemies. All ads should leverage the audience signals used by
the programmatic system to create relevant ad units for a target

17. 17Q4.2014
audience. This can be done by integrating first or third-party data
(such as demographics, location, and previous user behavior) to
alter the ad components (such as headline call to action, image, or
assets of the ad unit) to ensure the message resonates with the
user. This combination of factors can double yield on interaction
rates and increase engagement by 50%.
Is programmatic becoming the new
mainstream?
Yes. Public and private conversations across the industry with
executives from both marketing and media agencies, indicate
the zeitgeist of the mobile industry is definitely moving in this
direction. In the past, publishers have been reluctant to embrace
new mobile technologies, however, they have gradually come to
acknowledge the benefits of programmatic. Many publishers are
finding that programmatic provides higher yields, either because
their cost of sales are lower or because their inventory is being
used more efficiently. Also, Interpublic Group, one of the biggest
agency holding companies, has stated that it wants to move 50
percent of its media purchases to programmatic methodologies by
2015, with an intention for all other media types to follow suit in
due time.
How is seamless integrated with
programmatic?
seamless is an SSP add-on that provides unique targeting through
its TargetSense™ technology, ad placement, engagement, and ad
format options. It is where programmatic and creativity actually
meet. When a publisher integrates the seamless SDK (software
development kit) into its mobile site or other applications, they
are not required to integrate other ad exchanges and SSPs–
the seamless SDK platform will directly integrate with the
programmatic ecosystem. Hence, seamless supports publishers
by employing only one unified seamless SDK to integrate with
Google, AdX, Mopub, Liverail, and Facebook audiences.
Programmatic, SSP, DSP, RTB, AdX...
Well, this seems like an alphabet
soup, so confusing.
Yes, it can be quite confusing, but only at first. As you become
more involved in the world of ad-tech, these terms will become
more familiar to you and will function as a natural part of
your dialect. In the increasingly sophisticated industry that
mobile applications have created, such acronyms and advanced
terminology assist by creating a common language between
buyers and sellers, ultimately enhancing communication in the
long run.
Programmatic: Zeitgeist of the
Ad Industry
Brands, agencies, trading desks, and publishers have all
increased their RTB for video use in the last year. Trading desks are
now operating with 100% video use.
19% of brand advertisers are already employing trading desks to
pick up inventory.
More than two-thirds of agencies have 20% of their budgets
allocated to automated ad buying, and more than a third have an
allocation proportion of at least 60%.
Programmatic is expected to account for nearly 30% of all
display ad spending (approximately $9 billion) by 2017.
Programmatic delivers results that are three times more
efficient than traditional online advertising by incorporating cross-
platform retargeting to reach users across all devices.
Mobile and video ads are at the forefront of programmatic
advertising due to the increased usage of handheld devices and
tablets.
85% of advertisers currently use programmatic–this figure is
expected to increase to 91% in the next two years.
Programmatic is the fastest growing digital segment in ad-tech.
Mobile programmatic ad spending in the U.S. is predicted
to reach $8.36 billion next year. This figure sees programmatic
surpassing desktop spending (estimated at $6.62 billion) for the
first time.
Desktop spending is forecast to decline 3.9% in 2016, while
mobile applications are set to continue growing (up to 69.2%).
Real time bidding accounted for $9.25 billion of the $10 billion
purchases made available this past year.
Programmatic direct is growing much faster than real time
bidding (up 850% this year to $800 million).
By 2016, it is predicted programmatic direct will hold a value of
$8.57 billion, compared to $11.84 billion for real-time bidding.
Private marketplaces are growing in the real-time bidding
ecosystem–open exchanges still dominate, but the gap is closing.
By 2016, open exchanges are expected to handle 72 percent of
programmatic buying (compared to a figure of 88% today).
By 2016, it is predicted that $3.84 billion, or 40%, of all digital
video ads in the U.S. will be bought programmatically.
Source: Forbes, eMarketer, IAB

18. An intelligent mobile advertising
platform unlocking complete smartphone
potential
seamless:
HASSLE-FREE
MOBILE
ADVERTISING
seamless, part of the mobilike group, has unveiled a proprietary
technology platform to enhance the mobile advertising capabilities
of premium publishers. seamless offers its users a number of
sophisticated and competitive advantages, including: capacity
for monetizing mobile applications without disruption to the
user experience; ability to reach target audiences through sensor
driven and behavioral targeting; unique native advertising features
supporting revenue maximization and peak industry fill-rates.
The primary mission of seamless is to assist publishers with
inventory management of ads while maximizing revenues. We
provide yield optimization through a range of sources, including:
various mediated ad networks, DSPs (demand-side platforms),
as well as other direct sales and ad exchanges. The single, unified
SDK (software development kit) of seamless enables publishers
to access the greatest number of demand partners. seamless
eliminates the need for clients to reproduce content across
multiple ad networks–seamless achieves this integration for you.
This feature is particularly useful for those migrating from other
monetization networks as it removes all requirements for revenue
sources to be integrated, tested, and serviced against multiple
SDKs.
At mobilike, we strive to create publications that achieve app-
advertisement harmonization. This strategy of matching the
correct ad to the appropriate mobile application supports user
acquisition and retention. seamless offers a wide range of ad
placements because we understand the importance of diversity–
we want to support our customers to best utilize their inventory
to meet all campaign goals. Our publisher relations team, along
with seamless’ advanced programming capabilities, ensures the
maintenance and optimization of your inventory; you may elect to
receive monthly reports of your inventory performance.
18

19. 19Q4.2014
One of the greatest benefits seamless offers is its TargetSense™
technology. This technology allows advertisers to reach
appropriate audiences through sensor driven targeting. Targeting
options available on the seamless platform include: battery,
storage, application, location, operation system, device, carrier,
connection type, and contextual targeting.
Mobile targeting is a new marketing trend that enables advertisers
to be directly connected with target customer groups. The
opportunity to pinpoint a specific target audience via personal
devices (such as smartphones) is a unique feature of TargetSense™
technology, evidencing that seamless is one step ahead of other
marketing trends. The targeting options of seamless can be
divided into two main categories: behavioral and sensor-driven
targeting. Behavioral targeting may be considered as the golden
standard of all mobile targeting options as it functions to capture
the “big data”.
By maintaining historical records of targeted users, seamless
can monitor personal preferences and decision making trends.
This information enables seamless to offer ads based on prior
usage, ensuring that all ad proposals are the most relevant to the
customer. The most effective method of monitoring customer
preferences is application targeting. Application targeting, as the
name suggests, records observations of applications accessed
by mobile users, thus providing critical information regarding the
events, tastes, and activities enjoyed by the respective individuals.
As the relevance of ads increases so too does engagement and
conversion rates. Application re-engagement is another advantage
of behavioral targeting. By displaying discounts and other
favorable promotional offers to the user, re-engagement with
application based technology is maximized. All of these features
guarantee the success of seamless as a solid marketing tool in the
mobile marketing industry.
mobilike group companies have won several prestigious awards
in relation to the seamless platform. These include the Effie, IAB
Mixx, and MMA Smarties. The unique TargetSense™ technology of
seamless leverages all smartphone sensors allowing advertisers
to hone in on the most appropriate audience. Specifically,
TargetSense™ technology works by segmenting mobile
components such as battery performance, application usage, and
location history.
Prior to its official release, seamless was utilized for award
winning campaigns by brands such as Ford, Turkcell, and Duracell.
September 2014 marks the official release of seamless, which is
now available to all advertisers and publishers. As of December
2014 the technology will also become available in Greece.
seamless may be easily adopted by publishers through an
integration of the simple Android and iOS SDK (downloadable
at goseamless.com). Users will have access to enjoy all of the
seamless features immediately upon purchase.

20. 20
seamless platform v.1.3.0 released
seamless, a proprietary mobile advertising platform, is updating
its software development kit (SDK) periodically to enable
publishers and advertisers to benefit from the latest trends of
digital marketing.
What’s inside the basket?
The most current seamless SDK is available on github.com/
goseamless. New native engagement features on interstitials are
accessible to all advertisers on the seamless v.1.3.0 SDK.
New on seamless SDK:
Android & iOS
Integration with Facebook Audience Network (FAN)
Facebook ads published on seamless integrated mobile sites or
applications
A new targeting feature
Device Manufacturer
New engagement features for interstitials, including sensors
such as:
- Vibration: turning vibration on & off, setting vibration duration
- Device Name: using mobile devices’ registered names on rich
media ads
- Torchlight: turning torchlight on & off
- Brightness: adjusting the brightness level of the screen
- Social Platform Engagements: native share functionality for
Facebook, Twitter, e-mail, WhatsApp & SMS with text through ads
- Minor bug fixes & performance improvements
- Improved interstitial performance
- New solutions for portrait and landscape ad placement

21. 21Q4.2014
seamless is now integrated with ATV & Sabah
The seamless platform is expanding its network day-by-day.
Turkey’s largest publishers have already demonstrated consistent
adoption of seamless technology.* At last, ATV and Sabah have
joined our the seamless proprietary mobile advertising platform.
After the integration of seamless, ATV has generated a month-
ly traffic volume of 122,872,290 impressions and has reached
934,848 unique users.
Sabah, also increased its traffic volume up to 31,893,427 impres-
sions and shot up to 495,611 monthly unique users.
Thanks to seamless, all TargetSense™ and Facebook targeting
options are available on ATV and Sabah right now.
* seamless platform is also integrated with Acunn.com, Cep Altın, Cep Döviz, SporX, FOX, Kanal D, Vatan, TV8, Milliyet, InternetHaber on
iOS and Android devices.

22. A REWARDING YEAR
The combination of TargetSense™ technology and unique engagement capabilities
embedded in the seamless platform has proved to be a successful and desirable
innovation. In 2014, mobilike’s seamless technology won 23 awards across
9 different mobile ad campaigns from some of the world’s most prestigious
22

23. 23Q4.2014

24. 2014 was a year of innovation, new beginnings, and significant
success. mobilike reached new milestones and strengthened
its reputation both in Turkey and around the globe. Let’s review
the activities of the past year and take a look at the future of
mobile operations.
GOODBYE 2014
mobilike is Growing...
mobilike opened its doors in 2009, with a team of 3: two co-
founders, Şekip Can Gökalp and Volkan Biçer, and a sales specialist.
This small team created the foundations for what was soon to
be regarded as an extraordinary business model well beyond
its years–even in its infancy mobilike developed products and
services that revolutionized existing markets. Finding its niche,
mobilike grew to become the #1 Mobile Advertising Platform in
its region in a very short period of time, and continues to build
its global presence on a daily basis. The company’s success saw a
skyrocketing in demand for talent to create, design, promote, and
sell innovative products. As such, year by year, the company has
expanded its workforce. Today, mobilike operates with more than
60 trained experts across several departments. Employees are
currently based in a modern office in Levent, Istanbul, with plans
to relocate to a larger building in the near future. And this is just
the beginning.
...and is now an Ad-Tech Company!
In September this year, mobilike launched its own mobile
advertising platform: seamless. Those familiar with mobilike’s
progress will be well aware of this new and unique platform (see
previous articles in this edition). For others who have only recently
jumped in, here’s a quick explanation: seamless is a proprietary
technology platform that supports advertisers to capture select
audiences through sensor driven and behavioral targeting. The
platform enables publishers to monetize their mobile applications
without disruption to the user experience.
In transforming itself to operate as an ad-tech company, mobilike
has demonstrated alignment and capabilities akin to many other
successful mobile companies. Our commitment to ad technology
as a second mainstay ensures our long-term market presence as
well as continued company growth. And let’s face it, seamless is
simply cool, and makes our work easier and more fun. We didn’t
wanna miss out.
So, what exactly is an ad-tech company? Companies that once
used their technologies in-house to package ad space and resell
it at a premium are now increasingly selling their tech on a
software-as-a-service basis. Agencies are able to purchase ad
space themselves in exchange for a simple technology fee. One
thing’s for sure, it’s no longer enough to be a leader in content.
Leading content may suffice to please investors, but to achieve
competitive advantage, media companies are increasingly
positioning themselves as ad-tech firms. And we are going
with the trend. Some of the most successful digital-native
publishers are now launching their own ad exchanges or demand
platforms, which provide tools that help advertisers buy space in a
programmatic and cost-efficient manner.
Source: The Wall Street Journal, Ad Age
24

25. 25
Our Events with seamless
To achieve a successful launch, may it be the launch of a product
or an entire company, attending networking events is vital–this is
especially true for a B2B business like mobilike. Networking events
present advantages such as: cementing business position and
categorization, establishing interest, delivering sales-ready leads,
and recycling buyers back into the funnel, to name a few.
We were very active this fall, and attended a number of
sponsored events in Istanbul:
Webrazzi Summit September 25, 2014
JavaScript Conference September 27/28, 2014
Start-Up Istanbul September 30, 2014
Dijital Ajanslar Zirvesi November 12/1, 2014
Turkcell Teknoloji Zirvesi November 12/13, 2014
VNGRS AngularJS Bootcamp November 22/23, 2014
Media & Tech Day @ Unilever November 24/25, 2014
Bilişim Teknolojileri Zirvesi (BTZ) December 5/6, 2014
mobilike goes Greece
During the last decade, rising demand has led to a huge increase
in the number of smartphone users around the globe. Consumers
continue to purchase smartphones as ‘must-have’ tools of
convenience. Smartphones have become an indispensable
part of our everyday lives. They transform our behavior, help us
navigate the world, and change the way we shop. Moreover, they
enable advertisers to connect with consumers in a direct way.
This combination of factors sees companies constantly searching
for new markets and broader consumer segments. Within the
regional boundaries, ‘mobile evolution’ has made its way on to
European doorsteps. After Turkey, Greece is one of the main
emerging destinations in the sector of mobile operations.
As Turkey’s #1 mobile advertising platform, mobilike is the result
of hard work, accumulated know-how, experience, and the drive to
make a difference while developing new mobile strategies. After
five years of steadily growing success, there has come a time to
spread our passion and share our expertise across borders. After
making a splash as a local Turkish competitor, Greece is marked as
our next stop and our soon-to-be home of new achievements.
Today we are proud to announce the successful launch of our first
international subsidiary in Athens, Greece. With a team of two
experienced, dynamic and motivated peopled we are heading
towards something great. The team is enthusiastic that mobilike
will achieve the same reputation for excellence and value in
international markets as it has in Turkey.
Our official kick-off into the Greek market took place in Athens
on December 12 at the IMC (Interactive Marketing Conference). At
this conference we had the chance to network with some of the
countries premium publishers and top brands. This event was a
valuable networking opportunity, and the perfect environment
to introduce mobilike’s commendable, innovative products to an
international market.
Q4.2014

26. 26
Our Achievements
mobilike launched numerous innovative campaigns in 2014. We
collaborated with a range of top brands such as Ford, Duracell, and
Acuvue, to create products that were recognized by the industry
for their exceptional value–this recognition was gained not only
in Turkey, but also in international markets. We are very proud
of our achievements and say “Goodbye 2014” with a great sense
of satisfaction. We know 2015 will share the same productivity,
success, and growth of the previous 12 months and much, much
more.
Predictions for Mobile Operations in
2015
2014 was a great year for both mobilike and the mobile industry as
a whole. With 2015 almost upon us, it is time for a sneak preview
of the upcoming trends.
The mobile industry is one of accelerated growth and dynamism.
As such, we expect 2015 to bring a number of exciting and
innovative developments. From new data-tracking tools to growth
in video programming, from improved mobile storytelling to the
ultimate mobile shopping experience, consumers have an endless
number of reasons to hold great excitement and anticipation for
the many mobile advances that await them.
2014 was the age of the “mobile mind shift”–consumers
demonstrated a preference for smartphones and tablets over
laptops and computers more than ever before. Times are changing
and mobile technology is on the rise to supersede all other
electronic devices. Data tracking and cross-device usage offers
a new dimension of technological interaction, and is just one of
the many reasons consumers are turning to mobile applications.
We, as marketers, need to stay ahead of the game and adjust
our products and services according to this new diverse lifestyle
model.
I predict that B2B marketers will see their
audiences cross over to a philosophy of
“mobile first” in 2015, meaning that more
than 50% of consumer marketing content
will be viewed on mobile or tablet devices.
- Russell Glass, Head of B2B Products,
LinkedIn

27. 27Q4.2014
Mobile analytics is going to become much
bigger in 2015. No one has done a great
job tackling this field as the world is still
transitioning to a more mobile society.
- Eric Siu, CEO, Single Grain
Cross-device attribution will become
more important in 2015 as mobile traffic
continues to increase dramatically and
competition grows as non-gaming
advertisers keep entering the space.
- Dario Derna, Head of Online Marketing,
ZenPayroll
For mobilike, this heightened focus on mobile devices means a
greater number of challenges, but also greater opportunities–
opportunities to out-shine other mobile application providers
and differentiate ourselves from the competition by
continuously demonstrating innovative capacity and a close
relationship with our consumers. This is a function mobilike
has, and always will, demonstrate.
The New Year commences with a huge project for mobilike:
construction of our office in Greece. Goals of this project
include: understanding the new market and its users; creating
and maintaining a premium network of publishers and top
brands by demonstrating the sophistication of our wide
range of high-end products and services; staying true to the
brand and reputation established in the Turkish market–our
original home and birthplace. These goals are vital for the
sustainability and success of mobilike.
Furthermore, we are committed to welcoming and designing
solutions for the needs and desires presented by 2015 users–
this includes needs and desires consumers themselves are not
yet aware of. This is our philosophy: always be one step ahead.
We are ready.
Are you?
Sources: Forbes

28. February 11-13, 2015
Mobile Trends
Conference
Krakow / Poland
March 30, 2015
Mobile: IAB
Marketplace
NYC / USA
March 2-5, 2015
Mobile World Congress
Barcelona / Spain
May 12-13, 2015
Apps World North
America
San Francisco/ USA
March 19, 2015
Marketing Power
Conference
Istanbul / Turkey
April 22-23, 2015
Apps World Germany
Berlin / Germany
June 29-30 &
July 1-2, 2015
13th Annual International
Conference on Marketing
Athens / Greece
May 12-13, 2015
The Mobile Show Middle
East
Dubai / UAE
July 15-17, 2015
Mobile World Congress
Shanghai
Shanghai / China
July 27-30, 2015
12th Annual
International
Conference on SMEs,
Entrepreneurship and
Innovation
Athens / Greece
December 4, 2015
e-volution Awards
Athens / Greece
November 3-4, 2015
Advertising and
Marketing Expo
Valencia / Spain
Conferences&Events