This document provides information about programmatic buying for performance marketers. It begins by debunking some common myths about programmatic, such as that it is only real-time bidding or too tedious to set up. The document then discusses how programmatic, especially real-time bidding on ad exchanges, can provide scale for performance advertisers. It also notes that programmatic works best for user-based targeting rather than content-based targeting. Several case studies are presented showing how specific advertisers achieved better returns on investment and lower costs per installation through programmatic. Opt-in video/rewarded video is highlighted as one of the most effective monetization methods.

1. Casual Connect London
Programmatic buying for
performance marketers:
Fact vs. myth

2. Tarika Soni
Product Growth Manager for Video
MoPub (Twitter)
@maini_t
Fact or myth:
Deconstructing common
programmatic misconceptions

3. Ready?
Fact or Myth
Programmatic buying for performance marketers
Ready?
Fact or Myth

4. Fact or myth?
MoPub is an ad network that
delivers UA campaigns on a self-
serve basis
Myth
Programmatic buying for performance marketers

5. A better advertising experience
that will benefit the entire mobile
ecosystem
Users
Media buyers
Publishers
Advertisers
$
Programmatic buying for performance marketers

6. Fact or myth?
RTB is a synonym for
programmatic
Myth
Programmatic buying for performance marketers

7. Programmatic buying for performance marketers
What is programmatic?
RTB Stack
Direct Stack
Guaranteed
Fixed CPM
Negotiate rates
Custom creative options
Non-guarantees
Dynamic eCPM
Price floors
Standard creative options
Open auctions
Private auctions
Preferred deals
Programmatic
buys
Manual
buys
Manual
“Programmatic”(automated)
DealID
Programmatic

8. Unified auction
for each impression with automation,
flexibility and transparency
+ =
Capture the widest net of demand & supply
Programmatic demand
(brand & brand response driven)
Highest yield
and optimized user
experience
Network demand
(CPI-driven)
Valuable first impression
as MoPub demand competes with
networks’ demand across the
waterfall

9. Fact or myth?
Performance advertisers spend
via RTB to gain additional scale
Fact

10. 10

11. 11

12. MoPub: a programmatic exchange
700B+Monthly ad requests
50K+Active mobile apps
1.5B+Unique devices
180+Demand partners
Programmatic buying for performance marketers

13. Programmatic buying for performance marketers
Scale on RTB ad serving exchanges
• Largest DSP’s buying programmatic using RTB
tend to reach 504M unique devices per month
• Scale on RTB exchanges continues to grow and
gain a bigger share of the $82.3 billion compare
to $46.7 in 2016.

14. Programmatic buying for performance marketers
Scale on RTB ad serving exchanges
RTB = open marketplace and private marketplace
44.0% of all US programmatic pie or $14.33
billion, in 2017 is expected to grow to $18.29
billion in 2019

15. Programmatic buying for performance marketers
Fact or myth?
RTB performs well on user based
targeting and not content based
targeting
Fact

16. GAMING
MOBILE
USER
Multiple interest, same user
Expand your targeting pool through programmatic

17. Target your users where they are
consuming content
Source — Forrester’s US Consumer Technologics Behavioral study
Target your users where they are
consuming content
Books Magazine 2%
Business/productivity 3%
Weather/news/sports 3%
Email (non-native) 4%
Device utilities 5%
Shopping 5%
Music 6%
Maps/navigation 6%
Games 6%
Communication 7%
Other 28%
Social networking 14%
TV/video/telecom 9%
Finance/Banking 2%
Share of US Minutes spent on app categories
Base: 1,721 US online smartphone categories
(18+)
Users time spent across a variety of apps
Programmatic buying for performance marketers
Source: Forrester’s US Consumer Technologies Behavioral Study
User based targeting instead
of content based Targeting

18. Diversity of publishers on MoPub
Diversity of Publishers on MoPub
20%
16%
12%
7%
5%
4%
3%
3%
2%
2%
26%
Social
Music
Games
Multimedia
IM
Other
Programmatic buying for performance marketers
Social/communication, News,
Gaming = Highest mobile user
penetration

19. Google research study

20. Fact or myth?
It is very tedious to set up &
scale on RTB programmatic
platforms Myth
Programmatic buying for performance marketers

21. 21

22. Types of demand platforms
Self - Serve DSP Managed DSP
Internal Programmatic Traders External Programmatic Traders
Bring your own are creatives DSP’s build your creatives in-house
Fee based on spend Fixed price OR Fee
Self Controlled optimization: Budgets, reporting, creatives DSP controlled optimization: Budgets, reporting, creatives
Billing: CPM Billing: CPC, CPI, CPM, dCPM
Example: DBM, TTD, Appreciate Example: Liftoff, Remerge, Applift
Programmatic buying for performance marketers

23. Programmatic buying for performance marketers
Fact or myth?
Programmatic buying is too expensive for
perfomance markets and does not back out
into LTV
Myth

24.
Users on mobile tend to engage & purchase more
SOURCE | http://uk.businessinsider.com/mobile-video-is-the-growth-area-2014-10?r=US&IR=T
58%have installed an app
in the last month
88%
users on mobile
52%
more likely to make an in
app purchase than the
average consumer

25. Programmatic Buying for perfomance marketers
40
80
120
160
200
Install rate Purchase rate ROAS 7d
Excahnge 1
Exchnage 2
Excahnge 3
Casual Gaming Advertisers Performance

26. Aarki case study
Rewarded video ads drive
performance for social
casino advertiser
Results
Using rewarded video ads on MoPub
Marketplace inventory, the social casino
advertiser was able to drive:
5%ROI achieved
45%lower CPI
95%video completion rate
About rewarded video
Also known as user opt-in video ads,
rewarded video ads are non-skippable
video ads of up to 30 seconds that users
choose to watch in exchange for in-app
rewards. Rewards can include virtual
goods, premium services, or exclusive
content that users receive after
completing the video ad. For buyers, the
non-skippable nature of rewarded video
means more time in front of the user and
greater flexibility to deliver their
message. Integration using VAST
provides buyers with seamless access to
rewarded video inventory.
Programmatic buying for performance marketers
“Rewarded video campaigns give us
an opportunity to access new apps
and users which we may not be able
to reach via standard ad placements;
we have been taking advantage of this
format and have seen significant lift in
performance for many of our
campaigns that have run in rewarded
video.
We believe a big factor in the success
of this placement is that it is an opt-in
experience that provides a positive
value exchange for the user.”
– Nicol Cseko,
Director of Product, Aarki

27. Remerge case study
Programmatic buying for performance marketers

28. Fact or Myth?
Rewarded video ads are the
most effective monetization
method for apps
Fact
Programmatic buying for performance marketers

29. Rewarded Video Ranked #1
Rewarded video ads
In-app purchases
Interstitial video ads
Playable ads
Interstitial display ads
Native ads
Banner display ads
Pre-roll video ads
Paid app downloads
Paid subscriptions
In-feed video ads
Affiliate programs 6%
13%
14%
30%
22%
24%
26%
31%
32%
44%
63%
75%
Use this chart to show how multiple items compare; it could be something like “purchase factors” or “top
Tweeted topics
Source: AdColony, “Summer 2017 Mobile Publishing Survey,” July 31,2017
of publishers prefer rewarded video
prefer IAP
interstitial video
playable ads (try app before install)
63%
75%
44%
32%
Programmatic buying for performance marketers

30. Fact or Myth?
30 sec opt-in video/rewarded video
ONLY performs for gaming
advertisers
Myth
Programmatic buying for performance marketers

31. Opt-in video
Higher completion rates
Opt-in video is seamlessly integrated into
the app experience so the ad only runs if a
user has explicitly chosent to view it.
Access to more supply and demand
Run existing video campaigns on new
inventory to unlock new apps and users.
Access to more supply and demand
No additional integration work is required.
Rewarded video is built on VAST.
Programmatic buying for performance marketers

32. Rewarded video
impression growth
Rewarded video acceleration as advertisers and
publishers embrace the format
Programmatic buying for perfomance marketers

33. Brand & performance advertisers
are adopting Opt-in video
Tips to drive performance
• Cache quickly
• Looks good (rendering quality)
• Only supports VAST not MRAID Tags
• Video object 'h' and 'w' fields will always be set to landscape
dimensions and we will send either 480x320 or 1024x768
• Pleasant and engaging end card experience that is clickable and
should work regardless of where the user is located, what device
they are using and what bandwidth they are on.
• Video length under < 25sec
Awareness
App store search
Download
Open app
Resignation / key action
usage & retention
Helps drive advertiser KPIs whether it’s:
Installs
performance
Completed video views
brand
(through an engaging
end card experience)
(through a beautiful
video player)
Programmatic buying for performance marketers

34. Apple
Clorox
Mars
Nissan
NBC Sports
Southwest
Starz
Amazon
hotels.com
Vodaphone
Boomerang
Walmart
L’Oreal Paris
Y’ves Saint
Laurent
Warner Bros
Humira
Sony
Brand performance advertisers
are adopting Opt-in video
7 of 10campaigns were non-
gaming
4 of 5advertisers on erwarded
video inventory were non-
gaming.
3000distinct video
campaigns
Programmatic buying for performance marketers
Source: MoPub internal data

35. Example: Rewarded Videos
App Name: Rayman
iOS/ Android: iOS
App Name: Ubisoft apps
iOS/Android: iOS
Programmatic buying for performance marketers

36. We've been thrilled to have multiplied
the scale of our top 10 grossing
Marvel: Contest of Champions install
campaigns by 5x by running them on the
Twitter Audience Platform.
—Jordan Edelstein
VP of Marketing, Kabam
”
“

37. Thank you
Learn more:
www.mopub.com
Get in touch:
@mopub
mopubs-marketer-program@twitter.com

38. APPENDIX

39. Section
Headline
Body level two

40. 40
In-app Video ads: Best practices
checklist
• Create both vertical and horizontal videos for the most scale
• Ensure video makes sense without sound
• Keep the advertiser logo/app icon present
• Show the app in use
• Avoid showing too much text
• Make sure the aesthetics match the app/appstore
• Include an end card with clear CTA
• Avoid dark scenes so its easier to watch videos at night
• Provide HD video
• Be picky about the content - ad content should be relevant
Programmatic buying for perfomance marketers

41. Mobile video ads: Creative best practices
Programmatic buying for perfomance marketers
Make sure the brand’s logo or app icon is present in the video.
Ideally, the brand logo should be on every frame, but at the very least at the
beginning and end.
Some advertisers include the app logo, others the app icon; both options work
equally well so the use of either will help with brand recall and recognition.
Make sure the aesthetics of the video are coherent with the app store landing
page and contextually similar to the app itself.
The mystery factor has worked for some brands, but as a general rule, people will
click, install, and buy if they understand and like what they’re getting. If the ad
looks different from the rest of the user experience it generates uncertainty, which
can lead to distrust.
Videos should make sense without sound.
85% of Facebook videos consumed on mobile phones are with
sound off, so it’s important for ads to make sense without audio. This
doesn’t imply that advertisers should refrain from including audio;
however, it suggests that the storyline of the video ad content should
not have sound as a prerequisite in order to be understandable.
While many marketers argue an ad’s audio often drives the narrative
or emotional emphasis, the truth is that making the audio optional
ensures a less intrusive experience for users. A good way around this
is to use captions. Captions allow for slightly more complex
soundless content. According to Animoto, 39% of consumers are
more likely to finish an ad with subtitles vs without subtitles.

42. Mobile video ads: Creative best practices
Programmatic buying for perfomance marketers
Successful videos engage users during the first 3–4 seconds
• Showing the app or product in use.
• Tell a relatable story.
• “Keeping it simple” — the video story is easy to follow.
Create a sense of urgency in your messaging
• Use words like NOW after the desired action: Install NOW
• State the immediacy of the offer: “New offer ends TODAY so that
the user feels the need to act upon it right away instead of
avoiding to click.
• Encourage users to feel like they are missing something if they
don’t act immediately, which helps with intentional engagement.
Above all, be relevant: user acquitision vs. retargeting messaging
User acquisition Retargeting
Goal Download/Install Key in-app action
Target
audience
Users don’t have the app installed.
They haven’t seen it in action.
Show how the app works.
Users already have your app. Here the
aim is to get users to come back, and
make the next purchase. Show new or
additional features.
Call to
action
examples
Download now
Download free
Download app
Install now
Get app Now
Free Install
Open app
Go to app
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43. Twitter for
Gaming
Advertisers
Performance