You Are Your Interests Mobile’s Ultimate Precision Targeting

April 24, 2014!
You Are Your Interests: Mobile’s Ultimate
Precision Targeting!
1

M!A!M!Webinar Series!
Sponsored by:!

2

As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large!
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/beneﬁts !
!
"INSIGHTS: !
"Access a world of insights through our white papers, articles and case
"studies. Support your mobile agenda and ensure mobile readiness!
!
"CONNECTIONS: !
"Interact with passionate leaders and stay on the cutting edge. Boost
"your business and career by connecting with the people that matter!
!
"IMPACT: !
"Inﬂuence industry frameworks, standards, guidelines and best
"practices. Join the industry initiatives that shape the future of mobile!
About the MMA !

3

More people now access the Internet on mobile than via the PC, and
usage of smartphones and tablets is through the roof. Yet mobile ad
spending still lags behind other media. Although many brands are still
ambivalent, smart brands are starting to embrace mobile advertising,
and the very smartest ones are ﬁnding it to be a source of signiﬁcant
competitive advantage. Why? !
!
Because mobile is so personal, it is now possible to target an
audience with unheard of precision. !
Today’s Agenda!

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Learn how smart marketers are tapping into users' purchase intent by
targeting based on their interests and achieving game-changing
engagement rates along the way.!
•  Find customers who are most likely to buy!
•  Access an extremely granular audience !
•  Get speciﬁc offers in front of the right customer !
•  Drive only desired impressions!
•  Streamline your media buying process!
!
Key Insights to be Shared!

5

Moderator!
Presenters!
Josh Sitzer!
Director, Marketing & Sales!
Pinsight Media!
Evan Conway!
VP, Monetization & Strategy!
Pinsight Media!
Leo Scullin!
Head of Global Industry Initiatives!
Mobile Marketing Association!

6

Managing Your Questions!
Share the Insights!
#MMAWeb,
@evanconway,
@joshagogo!

www.pinsightmedia.com!
You Are
Your InterestsMobile’s Ultimate Precision Target
JOSH SITZER
Director Marketing & Sales!
jsitzer@pinsightmedia.com!
@joshagogo!
!
EVAN CONWAY
VP Strategy & Monetization!
econway@pinsightmedia.com!
@EvanConway!
!

www.pinsightmedia.com!www.pinsightmedia.com! 8!
Agenda
•  Who is Pinsight Media+?"
•  The Rise of Mobile"
•  The Formula for Mobile Success"
•  The Power of Targeting by Interests "

Who Is
Pinsight Media+?

www.pinsightmedia.com!www.pinsightmedia.com!
ADVERTISINGCOMMERCEANALYTICS
10!

We’re a Carrier and a Network
11!
50+ Million
Subscribers!
130+ Million
Monthly Uniques!
1st Party Data!
Direct Distribution!
Mobile Advertising !
Solutions!

LUMEN TOOLBARDISCOVER IT SPRINT ZONE
Despicable
Me"
Minion Rush"
Pinsight Unique Properties
12!

ScalewithPremiumInventory
Leveraging the Pinsight Media+ Network"
OWNED & OPERATED PINSIGHT NETWORK

The
Rise of Mobile

More Users
15!

More Usage
16!
Average Time Spent per Day with Major Media by US
Adults, 2010-2013!
hrs: mins! 2010! 2011! 2012! 2013!
Digital! 3:14! 3:50! 4:31! 5:09!
Online*" 2:22" 2:33" 2:27" 2:19"
Mobile (non-
voice)"
0:24" 0:49" 1:33" 2:21"
Other" 0:26" 0:28" 0:31" 0:36"
TV! 4:24! 4:34! 4:38! 4:31!
Radio! 1:36! 1:34! 1:32! 1:26!
Print**! 0:50! 0:44! 0:38! 0:32!
Newspapers" 0:30" 0:26" 0:22" 0:18"
Magazines" 0:20" 0:18" 0:16" 0:14"
Other! 0:42! 0:36! 0:20! 0:14!
Total! 10:46! 11:18! 11:39! 11:52!
Note: Ages 18+ time spent with each medium includes all time spent with that medium regardless of multitasking; for
example, 1 hour of multitasking online while watching TV is counted as 1 hour for TV and 1 hour for online. * includes all
internet activities on desktop and laptop computers. ** ofﬂine reading only. Source eMarketer, July 2013.!

Source: KPCB, 2012 Internet Trends!
Ad Spend Lags, For Now…
17!

Formula for
Mobile Success

The Formula for Mobile Success
19!
Creative
Ad Units!
Unique
Properties!
Precision
Targeting!
Measurement
& !
Analytics!

Demographic Targeting
Age!
$

¡Hola!
Gender! HHI! Education!
Language! Carrier! OS! Device!
20!

Location Based Targeting!
+  State
+  DMA
+  Zip code
+  Neighborhood
+  Lat / Long
21!

“Beyond the Banner” Creative!
22!
scratch off! photobomb!split screen!video! rich media!

Unique Properties!
OWNED & OPERATED PINSIGHT MEDIA+ NETWORK

Measurement & Analytics!

Source: Luma
Partners
Mobile Advertising Landscape
25!

Let’s Keep It Simple
26!

27!
Net Mobile Internet Ad Revenue Share
Worldwide, By Company, 2012-2014!
% total! 2012! 2013! 2014!
Google" 52.6%" 49.3%" 46.8%"
Facebook" 5.4%" 17.5%" 21.7%"
Twitter" 1.5%" 2.4%" 2.6%"
Pandora" 2.9%" 2.1%" 1.6%"
YP" 2.9%" 2.1%" 1.6%"
Millennial
Media"
0.8%" 0.8%" 0.7%"
Other" 34.2%" 25.9%" 24.9%"
Total mobile
internet ad
revenues
(billions)!
$8.76! $17.96! $31.45!
Note: net ad revenues after companies pay trafﬁc acquisition costs (TAC) to partner
sites; includes display (banners and other rich media and video) and search; ad
spending on tablets is included; excludes SMS, MMS and P2P messaging-based
advertising. Source: company reports, 2012 & 2013; eMarketer, March 2014.!

28!

The Power of
Targeting
By Interests

Precision Targeting
30!

JULIE! SAM!
FOLLOWS!
@rachelray
@Oprah!
@Target!
@Disney!
FOLLOWS!
@ESPN!
@Eminem!
@TacoBell!
@redbull!
VISITS
Buzzfeed !
Hufﬁngton Post!
VISITS!
Deadspin!
The Chive!
TALKS ABOUT
kiddos!
healthy food!
little league!
USES!
Facebook!
Groupon!
Starbucks !
TALKS ABOUT
NFL Playoffs!
concert tickets!
burritos!
!
USES!
Pandora
Instagram!
ESPN!
!
31!
The Pinsight Interest Graph

Abbreviated example!
MINIVAN MOM SEGMENT!
32!
Similar Interests Grouped Together
FOLLOWS!
@rachelray
@Oprah
@OprahsBookClub
@DrOz
@DrLauraBerman
@brookeburke
@Target!
@Disney
@parenting
@ToysRUs!
VISITS
Hufﬁngton Post!
Buzzfeed!
Us Weekly !
Redbook !
BlogHer!
Hello Giggles !
Target!
WalMart!
Birchbox !
Zulilly !
TALKS ABOUT
kiddos!
healthy food
little league
play date
celebs!
best deals
babysitter!
USES!
Facebook!
Groupon
Starbucks
Pinterest
ShopSavvy
Coupons.com,
Mint.com!
!
32!

Choose Right Segment for Your Brand
33!

Bringing It To Life
34!
My
blood
pressure
is
out
of

control
today.

STEP 3:
Ad Served
STEP 2:
Users Tagged
STEP 1:
Select Segment
Follows!
@PPact!
@DrPhil!
@aetna!
Visits
WebMD!
Medicare!
YouTube!
Talks About
Obamacare!
Sick!
Blood pressure!
Uses!
Diabetes Tracker!
MyCygna!
Facebook!
!
!
HEALTH SEGMENT!
Abbreviated example!

Case Study:
35!
HIGHLIGHTS
•  BRAND NEED: Conquest AT&T, VZW, T-Mo users!
•  SOLUTION: Custom conquesting segment!
•  RESULTS!
•  ENGAGEMENT: 20% above KPI target!
•  EFFICIENCY: 65% below KPI target!

Review
•  Mobile is big and getting bigger"
•  To be successful in mobile advertising, you must have:"
•  Precision Targeting"
•  Creative Ad Units"
•  Interests are an excellent indicator of purchase intent"
•  Pinsight Interest Graph Targeting makes it turnkey to reach interest
segments"

•  Unique Inventory"
•  Measurement & Analytics "

JOSH SITZER
Director Marketing & Sales!
jsitzer@pinsightmedia.com!
@joshagogo!
!
Pinsight Media+
Mobile Advertising By Mobile Experts!
You Are Your Interests…!

37!
EVAN CONWAY
VP Strategy & Monetization!
econway@pinsightmedia.com!
@EvanConway!
!

38

MMA New York Forum!
May 6-7, 2014!
MMA Singapore Forum!
May 22, 2014!
MMA NA CEO & CMO
Summit!
July 13-15, 2014!
MMA Shanghai Forum!
July 24, 2014!
!
MMA Webinar Series! Upcoming MMA Events!
2014 Mobile Behavior Report:
Combining Mobile Tracking
and Consumer Data to Build a
Powerful Mobile Strategy!
April 29, 2014!
Transform a One Night Stand
Into a Long Relationship!
May 1, 2014!
Auto Webinar: Mobile Jump
Starts the Auto Shopping
Process!
May 13, 2014!
!

39

"Smartbrief click here!
"Mobile Smart Fundamentals click here!
"LinkedIn Group click here!
"Twitter click here!
"MMA Online: Committees at Work click here!
"MMA Online: Webinar Archive click here!
"MMA Online: White Papers click here!
Additional Resources!

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" " " " " " "!
MMA Members Include!

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MMA Members Include!

You Are Your Interests Mobile’s Ultimate Precision Targeting

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