mobile display: how to make money off of such a tiny screen
DESCRIPTION
This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: RTB, DSP, Ad Networks, Ad Exchanges, SSP, Trading Desks, and more! Learn how to navigate the tricky mobile display landscape and generate profits for you and your clients.TRANSCRIPT
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