Presented at TMKedu by Josh Engroff on September 22, 2014. This presentation covers the major components of the (often confusing) mobile marketing ecosystem, including: 1. Mobile creative - what works, and what doesn’t 2. Mobile-specific forms of targeting (e.g. hyperlocal) 3. Cross-device targeting and measurement 4. Multi-touch attribution (MTA) 5. Mobile direct vs mobile networks vs mobile programmatic

1. BE BRAVE BE INVENTIVE DEFY EXPECTATIONS

2. TMK.EDU - MOBILE

3. 3
IT’S A MULTI-DEVICE DAY
6AM 7AM 8AM 9AM 10AM 11AM 12PM
2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM

4. 4
IT’S A CROSS-DEVICE WORLD
1,800,000,000
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
Source: Business Insider
WEARABLES
SMART TVs
SMARTPHONE
TABLET
PERSONAL COMPUTER
0
2000 2001 2002 20003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

5. 5
MOBILE IN CHINA
Source: Business Insider
83% of China’s Internet users are on smartphones

6. 6
WE ARE MOBILE-FIRST
Mobile is first entry point for social Average person has 3+ devices “Visual Web” - a mobile phenomenon

7. 7
IMAGE AS COMMUNICATION
2000
2013
85 Billion
500 Billion
Source: Petapixel

8. 8
THE SELFIE

9. 9
BEFORE NOW
ONE DEVICE
GENERIC
ON / OFF
MANAGED TIME
MANY DEVICES
PERSONAL
ALWAYS ON
REAL TIME
THE MOBILE CONSUMER
ASOCIAL INHERENTLY SOCIAL

10. 10
AUDIENCE
CREATIVE
WHAT HASN’T CHANGED
CONTEXT

11. 11
THE PROBLEM
X

12. CREATIVE CONTEXT AUDIENCE
Cross-device
Attribution
12
THE FIX
User Experience
Device Type
Geolocation

13. REPRESENTATIVE EXAMPLES
13
CREATIVE CONTEXT / LOCATION AUDIENCE ATTRIBUTION

14. 14
MOBILE CREATIVE

15. 15
MOBILE CREATIVE

16. 16
MOBILE CREATIVE

17. 17
CONTEXT - DEVICE TYPES

18. 18
CONTEXT - LOCATION (PLACEIQ)

19. 19
CONTEXT - LOCATION (TWITTER API)

20. 20
CONTEXT - LOCATION (TWITTER API)

21. 21
CROSS-DEVICE ATTRIBUTION (TAPAD)

22. 22
CROSS-DEVICE ATTRIBUTION (TAPAD)

23. 23
CROSS-DEVICE ATTRIBUTION (FACEBOOK)

24. 24
MOBILE BUYERS GUIDE
Specialty
Publishers & Platforms
Mobile Native Publishers Twitter, Facebook, LinkedIn, Yahoo, Quartz, Instagram, Pandora, Weather.com, YouTube,
Google Search, Waze, Pinterest
Mobile Native & Rich Media
(3rd-party) Crisp, Celtra, TripleLift, Nativo, YieldMo, AdsNative, Namo Media
Cross-Device Attribution &
Analytics TapAd, Drawbridge, Dstillery, Facebook, Twitter, DataLogix, Sociomantic, Flurry, Umeng
Mobile Exchanges & Networks MoPub (Twitter), Nexage, Appnexus, Smaato, Verve, RocketFuel, Millennial Media, AdTheorent
Mobile Location / Beacon PlaceIQ, Placed, Twitter (API), Vistar Media, ShopKick, InMarket, Estimote, Nomi