Beyond Click-Through Rates: Measurement and Mobile

John Egan

GM, Mobile

Miniclip America

@jegania

Source: emarketer, Sept. 2011

The Landscape

Projected, Realistic Growth

•US Mobile Ad Spending will

grow

• The market pace is dizzying

•Brand advertisers are active,

but inconsistent in their

approach

•Online incumbents are not

dominant here

The Landscape

Opportunity & Challenges

•Operational expectations are grounded in

online practices

• Those expectations are flawed!

≠

Title

A global game publisher

that produces original,

free-to-play games

A global game publisher

that produces original,

free-to-play games

65 Million players worldwide

monthly

Source: Google Analytics, approximate monthly average

Online and Mobile.

-

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

Mobile Growth

Source: Flurry Analytics, January 2012

US Mobile

App Consumption,

Time Spent per

Category

Games are the dominant activity in Mobile.

“The Great Mobile Ad Spending Gap” 2011 US Ad Spending vs. Consumer Time Spent by Media

• Opportunity

• Challenges

Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

Online.

And Mobile.

What Our Clients Are

Saying About

Mobile

“…We know we need to be there…but

we don’t really know how to approach

it and what to do with it.”

Stacey – Digital Activation, Starcom

“…With the ad networks, I start

campaigns with a site list this big, but

when I ask for a report at the end,

the list is this big.

…Running blind just sucks.”

Rebecca– Media Director, 4D

“..The space is still very fragmented

and nothing has been standardized…it

makes running mobile across multiple

partners a ton of work.”

Ryan–Operations Manager, Goodby Silverstein

Why is this Challenging?

• Specifications (Not Enough)

• Fragmentation (Too Much)

• Systems Alignment (LOL)

• Reporting and Metrics (CTR?!)

Specifications

.PNG .MPEG4

Creative MANY Options for Ad Serving

Specifications

Google

24%

Apple

15%

Millenial

Media

17%

Other

44%

US Mobile Advertising Market Share

Source: Excerpt – IDC Report: “U.S. Mobile Online Advertising Sizing and Vendor Market Shares”

“Other” is the Market Leader

Specifications

.PNG .MPEG4

Creative Ad Server

Predicting Functionality for “Other” is….Tricky

Specifications

.PNG .MPEG4

What Developers HATE

• Multiple Ad

Serving SDKs

• Destabilizes App

• Bloats App

• Updates!

Creative

Specifications - Solution

.PNG .MPEG4

Creative MRAID Compliant Ad Server

Controller Serves a bridge that

can integrate HTML

based ads

Container Allows rich media ads

to display in apps

Fragmentation

Fragmentation - Solution Plan on three sizes for Fullscreen ad units

480x320

“Portrait”

320x480

“Landscape”

300x250

“Flex”

Systems Alignment

.PNG .MPEG4

Creative Ad Server 3rd Party Tracking

Systems Alignment

---- Original Message ----

From: xxxxxxxxxxxxxxxxxxxxxxxx

Date: April 9, 2012 4:23 PM

Subject: Mobile Ad Serving / Tomorrow’s Launch

To: xxxxxxxxxxxxxxxxxxxxx

Hello,

Just wanted to reach out and make sure that you are all aware that

Vindico will also be required for the mobile ad tracking for

xxxxxxxxxxxxx as well.

Thanks!

Systems Alignment - Solutions

.PNG .MPEG4

• Test in Advance

• Check for <10% Discrepancies

• Communicate!

0.4% Discrepancy

(iOS only)

Critical Path

3rd Party Impression Tracking - iOS

Ad Product DFA MediaMind Pointroll Atlas

.PNG Image

Ads 1.08% 1.69% 6.22% -2.43%

Celtra Rich

Media -0.42% Testing Testing Testing

3rd Party Click Tracking - iOS

Ad Product DFA MediaMind Pointroll Atlas

.PNG Image

Ads 2.62% 4.82% N/A -12.43%

Celtra Rich

Media 28.89% Testing Testing Testing

What Works for Us • 3rd Party Variance / Miniclip Numbers = %

• Negative Indicates 3rd Party Numbers were lower

Potential Discrepancy

Causes

Ongoing: Discrepancies

Connection Loss

Latency

File Size

Cachebuster

Browser / Device

• Unique Challenges in this Medium - especially for Clicks

• Advise Using 3rd Party and Publisher Reporting

• Communicate!

Critical Path

3rd Party Impression Tracking - Android

Ad Product DFA MediaMind Pointroll Atlas

.PNG Image

Ads 1.08% 4.22% 7.62% -0.13%

Celtra Rich

Media N/A N/A N/A N/A

3rd Party Click Tracking - Android

Ad Product DFA MediaMind Pointroll Atlas

.PNG Image

Ads 2.62% 6.25% N/A -38.71%

Celtra Rich

Media N/A N/A N/A N/A

What Works for Us • 3rd Party Variance / Miniclip Numbers = %

• Negative Indicates 3rd Party Numbers were lower

96 Apps…

Ongoing: “Rich Media Gap”

Ad Server SDK

Requires Updates

Schedule Varies

by App and by

Developer

• Updates Required

• Confirmation Required

Programs

1.86%

8.77%

2.20%

17.58%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

Banner Interstitial

Network

Direct

Measurement • Yes. Direct Sold Campaigns Outperform Networks on Our Apps

• Clicks? Is this 2004?

18.50%

13.93%

12.14%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Banner + Interstitial + Video

Banner + Interstitial

Interstitial Only

% of Respondents to Correctly Recall Brand Advertiser

Source: User Survey

Mobile Does Drive Brand Lift…

18.50%

13.93%

12.14%

8.92%

11.07%

20.49%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Banner + Interstitial + Video

Banner + Interstitial

Interstitial Only

…But CTR is NOT Brand Lift

Source: User Survey, Ad Server Performance Metrics

Example Metrics Reporting

• Impressions

• Clicks

• Video Starts

• Video Completions

• Gameplays

• Replays

• Custom Actions Expansions from Banner to Fullscreen

Video Starts

Impressions and Expansions

Example Report: Expandable Video Interstitial

ADVOCACY

COMPLETION

PARTICIPATION

EXPOSURE • Impressions

• Share Of Voice

• Captured by Ad Server

• Interaction / Clicks

• Views / Plays / Installs / Downloads

• Captured by Ad Server & Rich Media

• Finishes

• Completed Video Views

• Captured by Rich Media

• Likes

• Follows

• Shares

• Captured by Rich Media

Time ACTION

Mobile Engagement Funnel

Compare Performance by:

• Platform

• Device

• Game Genre

• Creative

• Trailer

Example Outcomes

• Metric: Expand Rate

Sports Games outperform Puzzle by 2x

• Metric: Complete Landing Page Action

YouTube outperforms Twitter by 4x

Insights from Programs

26%

48%

26%

Did You See the "Puss in Boots" Movie? Yes!

Not Yet

Nope

Ongoing: Post-Campaign Effectiveness

WIN

“One Digital Budget”

Mobile + Online + Social

Respect Audience Behavior

1:45 average session length =

:15 Video. MAX.

FAIL Mobile Budget, Online Budget,

Social Budget, Test Budget…

Repurposed TV Creative

Interruptive & Interminable

ADD. New Games, New Content,

Relevance & Familiarity

AD. “Click Me!”, “Install Me!”,

Everywhere & Nowhere

Best Practices (1 of 2)

Best Practices (2 of 2)

Plan for Fragmentation – build multiple creative sizes

Ask if the ad server and creative are MRAID compliant

Talk about prior experiences with 3rd party tracking

Has that exact combination been tested before?

Define the metrics that matter

Communicate!

Thank you & next steps… John Egan

GM, Mobile

Miniclip America

@jegania

Meet The Mobile Gamers Infographic:

http://playstartshere.com/mobile/Large-graphic-V5-150-dpi.jpg

About:

http://corporate.miniclip.com/page/view/advertising/