ad mob overview 06 08
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2005-2008 AdMob, Inc. Confidential & Proprietary
ExamplesAdMob
2005-2008 AdMob, Inc. Confidential & Proprietary
• Size and Scope Leader >23 Billion ads / 160+ countries
• US Scale> 1.4 Billion US impressions / month
• US Reach> 35% of US mobile web users
• Global Scale>3 Billion impressions / month worldwide
• Mobile Ad SolutionPerformance & Brand Ad Units
• Partnerships4500+ mobile sites / premium publishers
Why AdMob?
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Advertiser Base
Mobile Content Internet
Retail
Movies, TV & Games Autos
Financial
Consumer Products
2005-2008 AdMob, Inc. Confidential & Proprietary
The AdMob Network: Sample Publishers
Innovative Mobile Content
Sample Premium Sites
• 4500+ Sites • 160+ countries
Fun For Mobile
AdMob Monthly Page Views
2005-2008 AdMob, Inc. Confidential & Proprietary
2005-2008 AdMob, Inc. Confidential & Proprietary
The AdMob PlatformA
dver
tiser
s &
Age
ncie
s Publishers &
Carriers
2005-2008 AdMob, Inc. Confidential & Proprietary
AD: Watch Ford video on N80
CPC Text Ad Solution
Roust Self Serve Marketplace drives > 1.5 Billion ads served per monthRobust Self Serve Marketplace drives > 3 Billion ads served per month
AD: Watch Ford video on N80
AdMob Service: Optimization & Reporting
2005-2008 AdMob, Inc. Confidential & Proprietary
•Frequency Capping:• Keeps ads fresh• Maintains CTR
•Breakdown of key statistics including:
Optimization
Reporting
•Ongoing campaign monitoring and optimization
•Comprehensive reporting on all campaign components
•Impressions•Clicks•CTR
Cutting-edge optimization technology & world class service
Use your existing tools to buy mobile
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob gives you the flexibility to use atlas & DART
DART
ExamplesCampaign Strategy Examples
Campaign Strategies
2005-2008 AdMob, Inc. Confidential & Proprietary
Campaign Strategy Brand Focus
Direct Response
Lead Generation
Click to Branded or Informational Landing Page
Click to Call
Click to Play Video
Click to Listen to Personal Message
Click to Capture Personal Information
Click to Download a Promotional Ring tone, Wallpaper or Game
2005-2008 AdMob, Inc. Confidential & Proprietary
Click-to-Video & Buy DVD Now on Amazon.com
CPM Banner Ad Branded Landing Page
Click-to-VideoClick to Buy Now
2005-2008 AdMob, Inc. Confidential & Proprietary
Click-to-Call & Information Capture: DIRECTV
CPM Banner Ad
Mobile Landing Page
Click-to-Call
Data CollectionCPC Text Ad
2005-2008 AdMob, Inc. Confidential & Proprietary
Click-to-Video: Coca Cola
CPM Banner Ad Branded Landing Page Handset Video Player
Video: Coca Cola C2V Experience demo
2005-2008 AdMob, Inc. Confidential & Proprietary
Brand Promotion: adidas Superstar
CPM Banner Ad Branded Landing Page
Phone Number Capture
Build a Mobile Landing Page
2005-2008 AdMob, Inc. Confidential & Proprietary
If you don’t have a mobile landing page for your campaign, AdMob can help you build one that achieves your campaign goals
Partners:
2005-2008 AdMob, Inc. Confidential & Proprietary
ExamplesNetwork Demographics & Targeting
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob + MMetrics Primary Research
Methodology•MMetrics provided design, sampling, benchmarking, analysis•Ran ads across network targeting US users. Even spread across day•Users were delivered survey pages developed and hosted by MMetrics•Survey Questions: Age, Gender, Race & Ethnicity, HHI & Education
Results•> 3500 responses.•Top 25 sites = average of 120 responses•Only using data for sites with > 30 responses
AdMob conducted the first on-phone primary demographic research study to power our targeting
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Network Demographics
Ethnicity Gender Age
* Note: Hispanic Origin has overlap with other “ethnicities”.
AdMob Network delivers broad demographic distribution
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Marketplace Packaging
Select AdMob Publishers
AdMob’s network includes major media and the best of the mobile web
2005-2008 AdMob, Inc. Confidential & Proprietary
Targeting: Age / Gender Bundles
A13-17
A18-34
A18-49
A18-24
F13-17
M18-34
M18-49
M13-17
F18-24
F18-34
2005-2008 AdMob, Inc. Confidential & Proprietary
Digital nativesAll genders13-24HS & College
Targeting: Sample Demographic Bundles
Biz TravelerMale18-49$100K+
College StudentsMale & Female18-24Some College
Urban InfluencersMale & Female18-34African American & Hispanic
Sports FanaticsMale18-49
TechnophilesMale18-34$75K+
2005-2008 AdMob, Inc. Confidential & Proprietary
Sample Sites
AdMob Channel Demographics - Sports, News & Info
• Leading content sites from across different media
• 164 Million Impressions / Month US
• Age: Overindexed 25-34 and 35-44.
• Gender: Skews dramatically Male
• Education: Overindexed on College Students
• HHI: Overindexed on high HHI
Income Users
< $25k 16%
$25k - $50k 29%
$50k - $75k 20%
$75k - $100k 12%
$100k+ 22%
Ethnicity Users
White 54%
AA / Black 24%
Asian 5%
Other 16%
Gender Users
Male 92%
Female 8%
Age Users
13-17 1%
18-24 21%
25-34 41%
35-44 26%
45-54 9%
55+ 2%Hispanic Users
Yes 14%
No 86%
Education Users
HS 19%
Some College 39%
Assc Deg 9%
Bach Deg 23%
Grad Deg 10%
Demographic Profiles
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Channel Demographics - Communities
• Innovative mobile-specific content
• ~290 Million Impressions / Month US
• Age: Heavily Overindexed 13-17. Overindexed 13-34.
• Gender: Balanced Male / Female
• Race / Ethnicity: Heavy African American & Hispanic
Income Users
< $25k 59%
$25k - $50k 27%
$50k - $75k 9%
$75k - $100k 3%
$100k+ 2%
Ethnicity Users
White 42%
AA / Black 31%
Asian 3%
Other 23%
Gender Users
Male 52%
Female 48%
Age Users
13-17 12%
18-24 35%
25-34 34%
35-44 14%
45-54 5%
55+ 1%Hispanic Users
Yes 24%
No 76%
Education Users
HS 54%
Some College 33%
Assc Deg 5%
Bach Deg 4%
Grad Deg 4%
Sample Sites
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Channel Demographics - Downloads
• Mobile content
• ~673 Million Impressions / Month US
• Age: Heavily Overindexed 13-17. Overindexed 13-34.
• Gender: Skews Female
• Race / Ethnicity: Heavy African American
Income Users
< $25k 54%
$25k - $50k 31%
$50k - $75k 9%
$75k - $100k 2%
$100k+ 3%
Ethnicity Users
White 33%
AA / Black 41%
Asian 4%
Other 23%
Gender Users
Male 46%
Female 54%
Age Users
13-17 11%
18-24 32%
25-34 35%
35-44 14%
45-54 6%
55+ 1%Hispanic Users
Yes 22%
No 78%
Education Users
HS 50%
Some College 34%
Assc Deg 7%
Bach Deg 5%
Grad Deg 5%
Sample Sites
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Channel Demographics - Entertainment
• Blend of popular interactive & engaging sites
• 50 million impressions / month
• Age: Skews Young, Overindexed 25-34 & 18-24
• Gender: Skews Male
Income Users
< $25k 50%
$25k - $50k 30%
$50k - $75k 8%
$75k - $100k 5%
$100k+ 6%
Gender Users
Male 58%
Female 42%
Age Users
13-17 9%
18-24 30%
25-34 36%
35-44 16%
45-54 7%
55+ 1%
Education Users
HS 46%Some College 34%
Assc Deg 7%
Bach Deg 6%
Grad Deg 6%
Sample Sites
2005-2008 AdMob, Inc. Confidential & Proprietary
AdMob Platform Targeting Capabilities
• Country Market
• Carrier
• Device Manufacturer
• Device Platform
• Device Capabilities
• Content Channel
Rich Targeting to Meet Advertiser NeedsRich Targeting to Meet Advertiser Needs
Case Studies
Land Rover Case Study
2005-2008 AdMob, Inc. Confidential & Proprietary
Goal Increase excitement about Range Rover Sport among target audience & Drive traffic to retailers to schedule test drives
Result AdMob’s targeting solution allowed Land Rover to reach the affluent male demographic and engage them through a custom landing page delivering on both DR & Brand goals.
23% of those who clicked-thru to the landing page responded to at least one call to action. 88% watched the video, 3% used click-2-call, and 9% entered their zip code using the dealer locator module.
• Click-2-video: 88%• Click-2-call: 3%• Dealer locator: 9%
50% of calls lasted >30 sec.
20% lasted >1 minute
CPM Banner Ad
CPC Text Ad
Landing Page Activity Qualified Leads
adidas “Basketball is a Brotherhood” Case Study
2005-2008 AdMob, Inc. Confidential & Proprietary
Goal To extend “Basketball is a Brotherhood” campaign to mobile for lead generation, brand engagement, and product discovery
Result AdMob designed highly engaging campaign employing functionality well-suited for mobile: Click-2-Call pro basketball player Kevin Garnett (KG) & get KG to record a custom voicemail, video, pages for players’ shoesMobile advertising = most efficient source of driving opt-ins
Mobile out performed TV,
Online, & In-store campaigns for
efficiently driving opt-ins
High % were repeat callers
Click-2-Call Kevin Garnett (KG) functionality
Coca-Cola Case Study
2005-2008 AdMob, Inc. Confidential & Proprietary
Goal Coca-Cola wanted to leverage web video assets for a global mobile ad.
Result Coca-Cola reached users in 125 countries with 1.31% click-thru rate and a 130% ratio of plays to clicks.
AdMob drove successful Mobile Video ad program using text / banner ads, AdMob landing pages, and industry first Click-to-Video capabilities.
1.31% CTR and >130%
play rate!
Video: Coca Cola C2V Experience demo
Case Study: MTV Europe Music Awards
2005-2008 AdMob, Inc. Confidential & Proprietary
Goal To promote the MTV Europe Music Awards (EMA) 2007 by driving traffic to MTV’s highly engaging mobile site including games, gossip, pictures and video
Result MTV ran targeted text link ads on the AdMob network to reach European mobile users, changing the copy often to give people new reasons to click through to their mobile siteAdMob mobile ad campaign increased visitors 300% from the previous year & increased downloads 400%
400% increase in downloads!
CPC Text Ads
Live gossip now from the MTV EMA’sFree video downloads – MTV EMA’s
MTV EMA Mobile Site Key campaign results
300% increase in traffic!
Case Study: Terminix click-2-call Lead Generation
2005-2008 AdMob, Inc. Confidential & Proprietary
Goal Performance based lead generation campaign that achieves two goals: 1.Generate leads: Get consumers to call to schedule an inspection2.Promote the Terminix brand in the world’s largest mobile ad network
Solution
Results
Text link and banner ads were placed throughout AdMob’s publisher network. The custom mobile landing page included Click-2-Call functionality enabling customers to immediately connect to Terminix’s call center and set up a home pest inspection.AdMob is now the single largest call generating partner for the Terminix brand (compared to both online and offline partners).
CPC Text Ads
Pests? FREE Terminix® Home AnalysisPest Problem? FREE Terminix® visit!FREE evaluation from Terminix®
Custom Mobile Landing Page
CPM Banner Ad
Click-2-Call campaign results
•Percent of total calls answered •Percent of total unique calls•Most popular call times•Most popular day for calling•Most popular week•Most popular originating state
Summary
Mobile is a critical addition to any media plan
2005-2008 AdMob, Inc. Confidential & Proprietary
•Always on person•Highly Engaging: CTRs 10x PC Internet•Rich Context: Place, Activity, Needs Driven•40 Million Mobile Web Users (US)•40% Year-Over-Year Growth•Research Shows Strong Brand Recall•Communications Device provides interactive marketing environment
•Mobile web = mass market
AdMob Delivers Mobile Advertising
2005-2008 AdMob, Inc. Confidential & Proprietary
• AdMob: Category leader in performance & brand
• Targeted Scale: >3 Billion ads per month
• >35% Reach of US Mobile Web Users
• Strength in content: CBS, Accuweather, Maxim, & 4500+ innovative sites
• Turnkey process: delivery, mobile site, optimization, reporting
Jason Spero Vice President, Marketing
jspero@admob.com
www.admob.com
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