4 of the major trends in mobile advertising (indeed in digital advertising in general) as of October 2014.

2. DIGITAL ADVERTISING TRENDS
1. The continued rise of mobile advertising.
2. Real-time bidding, or “programmatic buying”.
3. Data capture and user profiling. Multi device users.
4. Content marketing and native advertising.
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3. The rise of mobile
advertising
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4. MOBILE ADVERTISING
• Global mobile spending was 19.3 billion $ 2012-13 (IAB)
• Google + Facebook control over 57% of mobile advertising
in US last year
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5. OPERATING SYSTEMS
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6. OPERATING SYSTEMS BY GEO
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7. Real-time bidding /
programmatic
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8. RTB & PROGRAMMATIC BUYING
• Consumer visits website. Browser communicates with ad server.
• Ad server sends a message to an exchange to provide data about that user (IP
address, Location, website). DMP adds additional information.
• Potential ad buyers send their bids to the exchange. Highest bid wins.
• Ad is served. 120 millisecond round time.
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9. RTB & PROGRAMMATIC BUYING
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10. RTB & PROGRAMMATIC BUYING
• More traffic for performance advertisers.
• Greater focus on quality and not quantity (advertisers and publishers).
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12. • 30% of all mobile
ad buys in 2013.
• Forecast at 45%
of all mobile ad
buys by the end
of 2014.
• Entertainment
growing as a
proportion of
mobile RTB buys.
MOBILE PROGRAMMATIC BUYING
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13. MOBILE PROGRAMMATIC BUYING
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14. Data capture and
user profiling
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15. USER PROFILING / CROSS DEVICE
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16. USER PROFILING / CROSS DEVICE
• Personalised surfing:
• Facebook gives each consumer a different landing page with updates about
their friends
• Offline data:
• Anonymised data from credit card companies about their customers
• American Express even cookie drops users when they log in to check their
statements and see where else they go online
• Auctions as data mines:
• Campaigns run to glean information about users and publishers
• Cross device:
• Facebook/Google logins
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17. Content marketing
and native
advertising
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20. Thank you for your
attention!
Tom Horsey
Senior Partner, Co-founder
The Crazy4Media Group
M: +34 616 46 99 72
tomhorsey@crazy4media.com
Skype: tomhorsey
http://www.linkedin.com/in/tomhorsey