mobile advertising today, tomorrow, and beyond“online ad fraudsters are stealing $6 billion from...
TRANSCRIPT
MOBILE ADVERTISINGTODAY, TOMORROW, AND BEYOND
MOVEMENT SCIENCE™TRANSFORMING LOCATION SIGNALS AND CONSUMER INSIGHTS INTO EFFECTIVE MOBILE MARKETING ACTIVATIONSAt Verve, we are experts in the field of Movement Science —combining actual location and behavioral signals to power exceptionally relevant brand experiences that drive results.
LOCATION IS CENTRAL TO DELIVERING THE BEST MOBILE EXPERIENCESWhere people go says a lot about who they are. Having direct relationships with premium publishers allow advertisers to gather location data directly from the mobile device, which is the best and most accurate source.
FITNESS ENTHUSIAST
EARLYRISER
LEISURE TRAVELER
LUXURY RETAIL
SHOPPER
W ine Shop
D esigner R etailer
H igh-End G roceryW ork
G ym
H om e
N ew C ity O ver W eekend
H om e
Juice B ar
H om e
BY THE NUMBERS
BY THE NUMBERS
VISIT LIFT CTR
CAMPAIGN PERFORMANCE
7of the Top 10 Retailers
8of the Top 10CPG Companies
4of the Top 5 Entertainment Companies
7of the Top 10Auto Manufacturers
ALLAgency Holding Companies
US MARKET PENETRATION
TODAY…
2019
MOBILE WILL SURPASS TIME SPENT ON TV AND BECOME LARGEST MEDIA GLOBALLY IN
SOURCE: eMarketer, April 2016
%92OF MOBILE ADVERTISING OPPORTUNITY
IN-APP REPRESENTS
SOURCE: Flurry Analytics, comScore, Facebook, NetMarketShare. Note:US, Dec 2016
$75BIN US IN 2018 AND 70% OF TOTAL DIGITAL REVENUES
MOBILE ADVERTISING WILL =
SOURCE: eMarketer, March 2018
52%OF MOBILE ADVERTISING MARKET
MOBILE DISPLAY (BANNERS, NATIVE, VIDEO) REPRESENTS
SOURCE: eMarketer, March 2018
HOME IS WHERE THE MOBILE PHONE IS
Source: Verve, Internal Insights Study, April 2017
MOBILE IS MORE THAN SOCIAL
Source: Flurry Analytics, comScore, Facebook NetMarketShare, Dec 2016
13
Who I Am
Where I am
Where I’ve been
Where I’m going
What’s nearby
Consumers Expect Brands and Retailers to Know…
What’s going on
What I need
What I bought
What I’m interested in
What I respond to
The Kinds of Data Consumers can share
Image adapted from Phil Hendrix, The Engagement Stack, a whitepaper sponsored by Brandify
TOMORROW…
$75BIN 2021
LOCATION-POWERED DISPLAY ADS WILL =
GLOBALLY IN THE US$40B
SOURCE: eMarketer, Magna, Zenith
PROGRAMMATIC
NEARLY 85% OF MOBILE DISPLAY ADS WILL BE BOUGHT PROGRAMMATICALLY IN 2018
$32.78
$40.40
$48.08
$-
$60
2018 2019 2020
US Mobile Programmatic Display Ad Spending (billions)
Question No. 1: Is inventory being auctioned?
Real-time bidding(RTB)
Programmatic direct
Question No. 2:Is it a public auction?
Question No. 3:Is inventory guaranteed?
Open exchange Private marketplace (PMP) Programmatic guaranteed Preferred deal
Yes No
Yes No Yes No
PROGRAMMATIC: DEFINEDAn automated, technology-driven method of buying, selling or fulfilling advertising.
AD FRAUD
“ONLINE AD FRAUDSTERS ARE STEALING $6 BILLION FROM BRANDS.”
lost by advertisers to digital ad fraud in 2017
Source: JPMorgan Chase and WhiteOps, VentureBeat, The Verge, AdAge
$16.4B
30%
1 in 5
1/3growth in quarterly average cost of fraud (Q1 2018)
ad-serving websites are visited exclusively by bots
digital ad spend is attributed to ad fraud
Question No. 1: Is inventory being auctioned?
Real-time bidding(RTB)
Programmatic direct
Question No. 2:Is it a public auction?
Question No. 3:Is inventory guaranteed?
Open exchange Private marketplace (PMP) Programmatic guaranteed Preferred deal
Yes No
Yes No Yes No
PROGRAMMATIC: FRAUD SOLUTION?LESS RTB / OPEN EXCHANGE AND MORE PROGRAMMATIC DIRECT
© 2 0 1 7 V e r v e W ir e le s s , In c . A l l r ig h t s r e s e r v e d . A l l c o n t e n t f e a t u r e d h e r e in i s t h e p r o p e r t y o f V e r v e W ir e le s s , In c .
BAD LOCATION DATA (FRAUD)
UP to 80% of lat. / long. data in EXCHANGES IS inaccurateInferred lat/long based on the centroid of an IP address is a major source of bad location data on exchanges.
This can result in poorly built audience segments and inaccurate ad delivery.
Bad data puts people Located all around NYCA LL in the sam e p lace
ROI/ATTRIBUTION
“ HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.- John Wanamaker
”
NO MODEL IS PERFECT“…every attribution model has built into it biases and opinions that often struggle to stand any intellectual scrutiny, or the simple laws of common sense.”- Avinash Kaushik
1. First Touch Attribution2. Lead Conversion Touch Attribution3. Last Touch (Opportunity Creation Touch) Attribution4. Last Non-Direct Touch Attribution5. Last [Insert Marketing Channel] Touch Attribution6. Linear Attribution7. Time Decay Attribution8. U-Shaped (Position-Based) Attribution9. W-Shaped Attribution10. Full-Path (Z-Shaped) Attribution11. Custom or Algorithmic Attribution12. Multi-touch Attribution
A (VERY) SHORT PRIMER ON MULTI-TOUCH ATTRIBUTIONMulti-touch attribution is a way to allocate credit towards marketing touchpoints that preceded a conversion within a customer journey.
Source: MarketingLand
3 CHALLENGES OF ATTRIBUTION MODELING: THE BAD, THE BAD, AND THE UGLY1. Attributed ROI is not true
(Incremental) ROI2. Attribution does not account
for offline-to-online effects3. Attribution does not account
for influence of external factors
https://marketingland.com/3-challenges-attribution-modeling-bad-bad-ugly-101257
AD BLOCKERS
STOP BEING ANNOYING!
DESKTOP WEB LEADSBLOCKING
BEACONS
LISTEN. LEARN. ACTIVATE.
D IS C O V E R Y2Audience discovery and data exploration about consumers
• Where they go• Types of apps they use• Behavioral data• Audience traits
FR IC T IO N -LE S S1 3 R E P E A TA B LE
• Bluetooth® Smart / Bluetooth Low Energy
• Passively detect users at micro-locations
• 5 years of battery life• Range: up to 100 meters; omni-
directional
Leverage your Audience discovery for strategic retargeting campaigns based on:
+ ++ + + +
• Audience segment• Frequency of visits• Time of day/week
Small, non-obtrusive Verve Beacon passively detects users at micro-locations
BLOCKCHAIN
“ CURRENTLY, IT’S LIKE BUYING A HELMET FOR WALKING. ”
“ I’D SAY 95 PERCENT OF CURRENT BLOCKCHAIN VENDORS WILL BE BLOWN UP INSIDE 18 MONTHS, MAYBE LESS. ”
- Dan Wilson, CEO of London Media Exchange
GDPR
Q&A
