The three Rs of Mobile Advertising – Relevance, ROI and Rich Media

Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences that reach audiences at scale, across mobile and tablet.

So who are we?

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Appsnack is a division of Exponential Interactive – a global provider of advertising intelligence and digital media solutions. Exponential provides Appsnack the ability to leverage:

•A presence in more than 26 countries

•700+ employees worldwide

•The e-X Advertising Intelligence Platform

•Exponential’s massive proprietary database

•More than 450m unique users every month

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64%

Year on year increase in UK ad

spend across mobile for 2012 17.3m

people in the UK access the

internet via their mobile device*

53.5mPeople in the UK

own a mobile device* 41%

Of users have taken action due to location-based

ads on their phone

£197mannual ad spend on mobile in the

UK, 2012*

“Mobile monetisation levels … could surpass desktop within 1-3 Years”

- Mary Meeker (Internet Trends – 5/30)

*eMarketer Metrics (Western Europe Mobile & Western Europe Mobile Ad Spending)

Why are we here today

• Today’s generation of media consumers are media multi-taskers

• We are getting better combining web, TV-watching with additional activities without our attention drifting

• 9 out of 10 tablet and smartphone owners use their gadgets to enhance their television-watching experience (New York Times, 2012)

• In Britain, 16 to 24-year-olds are particularly adept at the juggling act, cramming nine and a half hours of media into six and a half hours of actual time (Ofcom, 2010)

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Why we are here today

• Over the next 4 years, mobile’s share of media (approximately 4%) is calculated to increase over 250% on average based on increased adoption of smartphones alone (MMA, 2012)

• User behaviour is changing...advertisers need to follow

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...but it’s not about devices or the technology that drives them.....

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It’s about how your audience uses them

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Different times, different devices

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• Tablet peaks pre- and post- work day

• Computer, predictably, peaks during work day

• Mobile appears somewhat pervasive

” If you build it, they will come.”

• Resource• Planning • Development• Distribution• Marketing

Mobile marketing option 1: build it yourself

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• Give users what they want

• In the format they want it

• In the places they have already chosen to be

Mobile marketing option 2

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The 3Rs:

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New skool

• Rich media

• Relevancy

• ROI

Old school

R1Rich Media

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Why are apps so popular on mobile?

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1. Usability

2. Function - save time/fill time

What does that mean for advertising?

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1. Provide app-like experiences

2. Provide save time/fill time functionality

R2 Relevancy

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Aggregate over 2 billion daily data eventsContextualize based on 50,000 topics

Relevancy: transform data into intelligence

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Segment users with associated attributes

I am into fine wine and in the

market for a luxury car

I live in Chicago, Il

I’m a 35 years old and

married with 2 children

I own an iPhone and iPad

The right person, in the right place, at the right time

alongside the right content

DemographicsLocation DeviceContent All of the above

Relevancy: transform data into intelligenceEffective targeting requires scale

I am into fine wine and in the

market for a luxury cars

I live in Chicago, Il

I’m a 35 years old and

married with 2 children

I own an iPhone and

iPad

The right person, in the right place, at the

right time along the

right content

DemographicsLocation DeviceContent All of the above

Reach more than 450 million unique monthly users worldwide…

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...with access to thousands of publishers across mobile and tablet

R3 ROI

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• Reach & Frequency reports

• Brand lift studies (e.g: Vizu)

• Interaction Rates (e.g. Click to site, time spent, social activity)

• Conversions(e.g: Purchase, sign up, voucher request)

ROI – so what should we measure?

To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics detailing all user engagement.

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AwarenessAwareness

InterestInterest

Desire Desire

ActionAction

The 3R’s in action...

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Thank You

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For more information please contact:Sandy Shanman ا General Manager, MobileSandy.shanman@appsnack.comwww.appsnack.com