latest monetization trends & the power of realtime advertising
DESCRIPTION
Presented at the Israel Mobile Summit 2013 http://www.israelmobilesummit.comTRANSCRIPT
![Page 1: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/1.jpg)
1
The Mobile Advertising Expert
![Page 2: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/2.jpg)
2
WE BUILD TECHNOLOGIES TO ENABLE BUSINESSES TO LEVERAGE MOBILE ADVERTISING
![Page 3: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/3.jpg)
3
MOBILE MARKET WORTH ½ BILLION
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
![Page 4: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/4.jpg)
4
MOBILE STILL GROWS FAST
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
![Page 5: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/5.jpg)
5
MOBILE AS % OF DIGITAL
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
11.5%of total search
11.5%of total display
0.2%of total classifieds
![Page 6: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/6.jpg)
6
MARKET REVENUE SHARES
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012 & MAC Report vom BVDW/MAC
![Page 7: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/7.jpg)
7
MONETIZATION OPTIONS FOR PUBLISHERS
![Page 8: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/8.jpg)
8
TREND IN MOBILE DISPLAY: VIDEO
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
![Page 9: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/9.jpg)
9
AD FORMATS
![Page 10: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/10.jpg)
10
MORE EFFECTIVE: RICH MEDIA ADS
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Rich Media Engagement Adby o2
![Page 11: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/11.jpg)
11
RICH MEDIA EFFECTIVENESS STUDY
Source: IAB / PwC UK Digital Adspend Study, Full Year 2012
Campaign: o2 Rich Media Engagement Ad
Method: InApp survey before campaign start (baseline measurement)InApp survey during the campaign (campaign measurement)
Settings: ON AIR (iPhone & Android)RauteMusik (iPhone & Android)
Extent: baseline measurement: n = 347campaign measurement: n = 417
Survey period: 13/07 to 16/08/2012
Recruitment advertising: MMA XL Banner & Rich Media Overlay
![Page 12: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/12.jpg)
12
AD RECOGNITION INCREASED
![Page 13: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/13.jpg)
13
BRAND IMAGE INCREASED
![Page 14: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/14.jpg)
14
WHAT IS MOBILE RTB?
![Page 15: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/15.jpg)
15
![Page 16: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/16.jpg)
16
BIGGEST ADVERTISERS IN RTB
Source: Rubicon, Private Marketplace EMEA ADvisory
![Page 17: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/17.jpg)
17 Source: Rubicon, Private Marketplace EMEA ADvisory
RTB ≠ LOW eCPM
![Page 18: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/18.jpg)
18
ADVANTAGES FOR THE ADVERTISER
![Page 19: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/19.jpg)
19
DIVERSE REACH AT SCALE
3.000.000 PUBLISHERS
25.000.000.000IMPRESSIONS
150.000 REQUESTS PER SECOND
REACH / TRANSPARENCY
![Page 20: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/20.jpg)
20
ADVERTISING SOLUTIONSPREMIUM & PERFORMANCE PRODUCTS
![Page 21: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/21.jpg)
21
PERFORMANCE
APPDRIVE
![Page 22: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/22.jpg)
22
Big Data Refining
OPERATOR DATA
USER RETARGETINGVodafone, Telefonica, Turkcell
3RD PARTY DATABluekai, Quantcast, nugg.ad
TRACKING PROVIDERAD-x, hasoffers, adeven
CRM DATAProcter & Gamble, ebay
LOCATION DATA
BEHAVIORAL TARGETING
LOCATION HEATMAP
AUDIENCE TARGETING
LOOKALIKE MATCHING
Supply Management(25bn requests)
Ident Service(collection & aggregation of user data)
Data Enrichment(Probabilistic audience group segmentation)
madRDE(Real-time-decision-engine for audience performance optimization)
Raw Data Input Enriched Output
POI, Store, Work, Home
TECHNOLOGY
![Page 23: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/23.jpg)
23
madRDE – REAL-TIME DECISION ENGINE
REAL-TIME SCIENCESELF LEARNING MACHINE>Cutting-edge research >Sophisticated mobile ad technology>Audience group lookalike matching
>Conversion prediction>RTB winning bid prediction >Data parameter optimization
TECHNOLOGY
![Page 24: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/24.jpg)
24
CASE: effect of madRDE
Campaign: Online Food Delivery Service
Goal: Generate downloads for f iPhone app
Method: madRDE optimizes delivery on publishers to reach lowest eCPD and optimizes cpc spent
Flight time: 22/04 to 29/04/2013
![Page 25: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/25.jpg)
25
SAMPLE OF RTB CAMPAIGN
![Page 26: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/26.jpg)
26
SAMPLE OF RTB CAMPAIGN
![Page 27: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/27.jpg)
27
SAMPLE OF RTB CAMPAIGN
![Page 28: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/28.jpg)
28
SAMPLE OF RTB CAMPAIGN
![Page 29: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/29.jpg)
29
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
![Page 30: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/30.jpg)
30
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
![Page 31: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/31.jpg)
31
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
![Page 32: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/32.jpg)
32
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
![Page 33: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/33.jpg)
33
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
GO WITH THE MARKET STANDARDSSUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN
![Page 34: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/34.jpg)
34
SOME PRACTICAL ADVICE
ENSURE QUALITY CONTENT IN YOUR APPPOOR QUALITY & INAPPROPRIATE CONTENT REPELS HIGH QUALITY ADVERTISERS
CAREFULLY PLACE THE BANNERAVOID ACCIDENTAL CLICKING BOOST YOUR PERFORMANCE
ENABLE ADDITIONAL INFORMATION...SUCH AS GEO, AGE AND GENDER TO ALLOW ENHANCED TARGETING
ALLOW RICH MEDIAMRAID RICH MEDIA DELIVERS VALUE TO USERS & IS NOT DISRUPTIVE
GO WITH THE MARKET STANDARDSSUPER CUSTOMIZED LOOKS GOOD, BUT DOESN’T GET BOOKED VERY OFTEN
CHOOSE STRONG LOCAL PARTNERSTRAFFIC OPTIMIZATION IS KEY FOR EFFECTIVE MONETIZATION
![Page 35: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/35.jpg)
35
JANA SIEVERS
MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40
10999 BERLIN
+49 176 1500 3821
THANKS!35
![Page 36: Latest monetization trends & the power of realtime advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052321/54bb6d8c4a7959e83c8b4776/html5/thumbnails/36.jpg)
36
JANA SIEVERS
MADVERTISE MOBILE ADVERTISINGPAUL-LINCKE-UFER 39-40
10999 BERLIN
+49 176 1500 3821
THANKS!36