does your brand need a mobile dsp? - iabuk.com geaney - adfonic... · performance video direct...
TRANSCRIPT
Does your brand need a mobile DSP?
2008 Founded
65 billion Monthly requests
(access over 100 billion monthly impressions)
7,500 Active campaigns quarterly
60 Employees
6 Offices
43,000+ Campaigns, and counting…
45% 25%
3% 5%
22% New York
London
Madrid
Singapore
Paris Munich
RICH MEDIA
MADISON Mobile DSP
PERFORMANCE VIDEO
DIRECT MEDIATED RTB
USER TRACKING
A smarter mobile buying platform
DATA & ALGORITHMS
Hands up!
The tracking issue
The tracking issue - in perspective
The tracking solution
Real-time mobile unique
identifier database
Platform identifiers
Exchange-level data
Device recognition
Crack mobile tracking and you get…
Retargeting
Crack mobile tracking and you get…
Audience buying
AMAZON.COM
$2.00 CPM
EBAY.COM
$3.50 CPM ADFONIC.COM
$5.00 CPM
SKY.COM
$3.50 CPM
NYTIMES.COM
$4.50 CPM
AMAZON.COM
EBAY.COM ADFONIC.COM
SKY.COM NYTIMES.COM
$5.00
CPM
$7.00
CPM
$9.50
CPM
Crack mobile tracking and you get…
Connected digital media
Platform
Device Ad Format
Smartphone Tablet Banner Expandable Interstitial
21%
79%
23%
28%
49%
42%
58%
iOS Android
Clear call to action and animated graphics significantly improve expansions rate
Source: Celtra / Adfonic data 2012
Summary across 170 campaigns
Mobile will always be different
Audiences
Personalisation Engagement
Mobile RTB will always optimise
Inaccessible inventory
below some price levels
RTB optimises towards
real value for the client
“ ” This was our first test with Adfonic and we were really encouraged with the
performance which has led to use in subsequent campaigns
where we’ve seen continued success.
Charlie Lockett, Media Manager, MediaCom
Challenge Solution Results
Promote Sky start-of-season package
with expansion rate and expand
to video play rate KPIs
Adfonic runs the Sky campaign across
mobile RTB inventory driven by
proprietary algorithms
Expansion rates 33% stronger than
premium, play rates 450% stronger
Case study
Sky
“ ” Adfonic appreciated that iTunes is the cornerstone of Universal Pictures strategy,
putting together creatives that generated results way beyond expectations.
We look forward to more digital releases with them.
Leon Wharton, MediaCom
Challenge Solution Results
MediaCom chooses Adfonic exclusively
to promote Universal Pictures
The Lorax digital download
Adfonic builds animated rich media
creatives, runs campaign through
mobile RTB exchanges
Click-through rates (CTRs) 20%
higher than the industry average,
and campaign rebooking
Case study
The Lorax
“ ” We found Adfonic's sales and creative teams extremely easy to work with.
Together we achieved astonishing results, through a lean, efficient process that just
keeps improving the more we work with them.
Leon Wharton, MediaCom
Challenge Solution Results
After stunning results with The Lorax
movie digital download, MediaCom chooses
Adfonic solus to promote ParaNorman
Adfonic assumes complete control
of campaign from video editing
to placement
Cost per engagement (CPE) below
10p – less than a quarter that of
typical desktop CPE
Case study
ParaNorman
Market data
1 Apr 2012 1 Jul 2012 1 Oct 2012 1 Jan 2013
eC
PM
Index
Rich media Non-rich media
0
3.5
Market data
2013
2012
CT
R Index
eCPM Index 2.2 0
3.2
Get in touch, find out more
• Website: adfonic.com
• AdMetrics Reports: adfonic.com/reports
• Blog: blog.adfonic.com
• Twitter: @adfonic
• Facebook: facebook.com/adfonic
• Find us on Google+
• Find us on LinkedIn
• Tel: +44 203 021 1250
• Email: [email protected]
