mobile display: how to make money off of such a tiny screen

MOBILE DISPLAY: HOW TO MAKE MONEY OFF OF SUCH A TINY

SCREEN

RTB, DSP, AD NETWORKS, AD EXCHANGES, SSP, TRADING DESKS,

AND MORE!

MOBILE: THE PROOF IS IN THE RESULTS

MOBILE ADVERTISING

BIO✔ Brett Kaufman

VP, Mobile at DoublePositive (@DoublePositive)

Formerly held leadership roles at PropellShops, Livescribe, The Branding Spot, Sprout, & Financial Content

Purchased more than 2.5B impressions across CPC/CPM/CPV/CPA metrics.

Twitter - @brettmkaufman

WHY MOBILE? WHY NOW?

MOBILE ADVERTISING

75%

Growth in 2013 U.S. mobile ad spending: 75%

US mobile search ad spending estimated to top $3.5 billion in 2013 & and represent 18% of digital search ad spending.

$3.5 Billion$8 Million

U.S. mobile ad spending in 2013: $8 billion

ABSOLUTELY NUTTY USAGE RATES

MOBILE ADVERTISING

25%

Mobile made up 15% of internet traffic in 2012, and is projected to be 25% of internet traffic by Q1 2014

EOY 2013

Mobile phones will overtake PCs as the most common web access device worldwide by end of 2013

Mobile internet access accounts for 30% of all US internet access

30%

There are 6.8 billion people on the planet - 5.1 billion of them now own a cell phone.

5.1 Billion

MOBILE ADVERTISING

DISPLAY TRENDS

4 Billion

AdMob network recently exceeded 4 billion daily ad requests

40 Billion

Millennial’s platform serves up 40 billion ad impressions per month and reaches 200 million people worldwide.

MediaMind, mobile banners enjoyed clickthrough rates between 0.42% and 1.41%

Up to 1.41%

Ad rates are lower on mobile than on any other major media channel; while newspapers command $51 CPMs, TV $29 CPMs, and online $4.70 CPMs

$1.31 CPM

TODAY’S FOCUS: DISPLAY

MOBILE ADVERTISING

• Display • Search • Email • Push • SMS • Games

• Local• Apps• Social• eCommerce• Video• Audio

Impression Input

• Calls• Leads• Data

• Downloads• Social engagements• Views

Actionable Output

✔ RTB

✔ DSP

✔ Trading Desk

✔ SSP

✔Ad Networks

✔ Ad Exchanges

MOBILE ADVERTISING

DEFINITIONS

RTB

✔ Don't treat mobile like online or over-integrate the channel.

✔Give RTB time. The systems need to learn, and it will require you to test and optimize your campaign. Patience is needed before making any big decisions.

✔ Leveraging location data via real-time bidding as well as basic targeting such as demographic and time of day.

✔ Don’t be so focused on CTR, there is more to life.

✔ Wrong bidding strategies.

MOBILE ADVERTISING

RTB TIPS & TACTICS

MOBILE ADVERTISING

RTB EXAMPLES

DSP

✔ How many and which RTB sources are they connected to? Does this include both App and Mobile web inventory? Is Mobile Rich Media included?

✔ What is the breadth of available targeting criteria? Is Geo-targeting possible?

✔ How do they optimize a campaign? What is their max query per second? What are the options for setting goal optimization targets?

✔ Does your platform have inbuilt brand safety functions?

✔ Can you host third party ad serving tags?

MOBILE ADVERTISING

DSP TIPS & TACTICS

✔ Media Math

✔Adsmobi

✔ StrikeAd

✔ Turn

✔ Fiksu

✔ Adfonic

MOBILE ADVERTISING

DSP EXAMPLES✔Appnexus

✔Lucid Media

✔ TapIt

✔ [x+1]

✔ Rocket Fuel

✔ Triggit

AD NETWORKS

✔ Don't leave your mobile visitor hanging.

✔ Don't combine with a desktop ads campaign.

✔ Understand the network basics: Blind, Premium Blind, and Premium.

✔ Consider the OS and screen size before designing and running your ads.

✔ Begin incorporating video into your mix.

MOBILE ADVERTISING

AD NETWORKS TIPS & TACTICS

MOBILE ADVERTISING

AD NETWORKS EXAMPLES✔ AdMob

✔ iAds

✔ InMobi

✔ LeadBolt

✔ MassiveImpact

✔ Millennial Media

✔ Mojiva

✔ TodaCell

✔ Mdotm

✔ Aarki

✔ Tapjoy

✔ Appia

AD EXCHANGES

✔ Native advertising

✔ Transparency to both advertisers and publishers

✔ Fewer wasted impressions through smart targeting

✔ Scalable reach with controlled frequency

MOBILE ADVERTISING

AD EXCHANGES TIPS & TACTICS

MOBILE ADVERTISING

AD EXCHANGES EXAMPLES✔ DoubleClick

✔ OpenX

✔ Microsoft Advertising Exchange

✔ Right Media

✔ Flurry

✔ PulsePoint

✔ Smaato

✔Adcloud

✔ AppNexus

✔AdBroker

SSP

✔ Publishers need one platform that does it all and they want to avoid integrating 20 SDKs to achieve optimal global monetization for their apps. The mobile SSP does just that!

✔ Allows you to open up more verticals to procure demand in.

✔ A supply-side platform on the publisher side interfaces to an ad exchange, which in turn interfaces to a demand-side platform (DSP) on the advertiser side.

✔ This system allows advertisers to put online advertising before a selected target audience.

MOBILE ADVERTISING

SSP TIPS & TACTICS

MOBILE ADVERTISING

SSP EXAMPLES

✔ Admeld

✔ PubMatic

✔ Rubicon Project

✔ Improve Digital

✔ADTECH

✔AdMarvel

✔ MoPub

✔ 24/7 Media

✔ Burstly

✔AdIQuity

TRADING DESK

✔ Similar to a DSP, but at less markup.

✔ Can tie offline with online.

✔ Gives clients scale-buying leverage they otherwise wouldn't have in a pure real-time exchange model.

✔ Some position themselves as selling audiences and profiles more than just media.

MOBILE ADVERTISING

TRADING DESK TIPS & TACTICS

MOBILE ADVERTISING

TRADING DESK EXAMPLES

✔Cadreon

✔Varick Media

✔ iProspect

✔Impaqt

✔ Accuen

✔Vivaki

FINAL THOUGHTS

✔ Invest in rich media to increase your visibility - those exposed to the expandable banner were 25% more likely to remember the advertising than those who saw the static banners.

✔ Resize your expectation: accept the fact that search metrics and display metrics are different.

✔ALWAYS make action a part of your copy strategy.

✔ Understand what RTB, DSP and SSP are and what makes them different.

MOBILE ADVERTISING

FINAL THOUGHTS

THANK YOU