OVERVIEW MOBILE APP ADSVESTING SYSTEMS

- Bui Van Quy( quy.bui@vtc.vn , aladeck@gmail.com ) - Pham Van Tra( tra.pham@vtc.vn, blue.tea.it@gmail.com)

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Contents• Mobile Advertising Overview

– Mobile Advertising Eco System– Mobile App Advertising Specs

• MRAID - Mobile Rich Media Ad Interface Definitions– Descriptions– Examples– Online Ad flow– Mobile Ad flow– Mobile Rich Media Ad flow(MRAID supported)

• Compare: mAdserve, adWord, OpenX, adMod, – Advertising Format– Advertising Target filter– Advertising action– Dis-advance for building Mobile application Ad Network

• Discussing• Resources

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Mobile Advertising Overview

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Mobile Advertising Eco System

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Mobile Advertising Type

• Mobile web• Text message(SMS)• Multimedia message(MMS)• Mobile Video & TV• Mobile Applications

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Mobile Application Advertising Unit Definitions

• In-App Display Advertising Units – Mobile Application Banner Ad– Mobile Application Interstitial Ad – Rich Media Mobile Ad (RMMA)

• Integrated Ad• Branded Mobile Application• Sponsored Mobile Application

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Mobile Application Advertising Unit Specifications

• Media Formats• Aspect Ratios• Dimensions• File Size• Display Length

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Mobile Application Advertising Creative Design Principles

• Banner Ad Unit Creative Design Principles– Banner ad are opaque (zero image transparency)– Interstitial ad should use full screen of device

• In-App Display Ad Unit Actions– Click-to-Mobile Web– Click-to-call– Click-to-video– Click-to-SMS– Click-to-locate– Click-to-buy– Click-to-storyboard

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MRAID(Mobile Rich Media Ad Interface Definitions)

• «define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps» - iab.net

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MRAID description• HTML5 + Java script• Representatives from: Google, ESPN, AOL, IDG, Yahoo, ...• Out of scope

– Retrieving the ad from Ad Server, Ad Network, or local resources– Reporting– IDE Integration– Security/ Privacy– Internationalization– Error reporting– Logging– Billing and payments– Ad dimensions and ad behavior– Download of assets to the local file system for caching or off-line use

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Example: Show Banner Ads

/** AdView(Context context, String requestURL, String publisherId, boolean includeLocation, boolean animation) **/mAdView = new AdView(this, REQUEST_URL,PUBLISHER_ID, true, true);mAdView.setAdListener(this);layout.addView(mAdView);

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Example: Show VideoInterstitial Ads

mManager = new AdManager(this, REQUEST_URL,PUBLISHER_ID, true);

mManager.setListener(this);

mManager.requestAd();

public void adLoadSucceeded(Ad arg0) {if (mManager != null && mManager.isAdLoaded())

mManager.showAd();}

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Online Ad(openX) flows

Brower Web app Ad serverHTML request

Javascript

Javascript file request

Javascript

Image request

image

Note: This is javascript using case, other cases are iframe using , no javascript&iframe

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Mobile Ad flows (non MRAID)View

loadRequest()

WebViewContainer Ad server

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loadRequest()HTTP GET

AD HTML

Run()

HTTP POST

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Mobile Ad flows (MRAID support)View

loadRequest()

WebViewContainer Ad HTML

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Render

HTTP GET

INIT()

AdController

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loadRequest()

Ad server

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addEventListener()

loadFile()Display Ads

Actions

Javascript()

HTTP POSTRun()

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Compare: mAdserve, adMod, OpenX, adWord

Mobile Ad

Web Ad

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Compare: Advertising FormatmAdserve adMod OpenX adWord

- Banner- Interstitial

banner- HTML(MRAID

supported) banner

- HTML(MRAID supported) interstitial

- Text + title- Image ad

- Banner, Button or Rectangle

- Interstitial banner

- Text ad- Email/news

letter ad- Inline video- Overlay video

- Text Ad- Image Ad- Display ad

builder- App / digital

content ad- WAP mobile ad- Product listing

ad- Dynamic search

ad

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Compare: Advertising Target filtermAdserve adMod OpenX adWord

- Countries- Publication(size

of display)- Channel- Os

- OS and version- Device name- Location- Network

type(wifi or 3G)- Gender- Age Groups

- Brower- Domain- Ip- Language- Os- User agent- Page URL- Referpage- Source- Variable

- Location- Language- Key word - Device- Website- Network if WAP

ad- …

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Compare: Advertising actionmAdserve adMod OpenX adWord

- Link- HTML5

supported

- Link to market(Android, iOS, Windows Phone 7)

- Link - Special Links( See Advertising format table for more information)

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Compare: dis-advance for building Mobile application Ad Network

mAdserve adMod OpenX adWord

- Pricing: Define only impression total or per day

- No document- No Plugin

system- Difficult to

Scalability

- No support HTML5 ad (MRAID)

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Discussing

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What are difference between mobile app ad network and normal web ad network ?

• Ad content served by web browser vs Web viewer

• Content is filter by mobile targets: mobile OS name, specific geographic location, network provider, Demographics(Male/female, age),…

• Ad Actions: Click to mobile web, click to call, click to sms,…

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Can customize OpenX to Mobile App Ad Network like Admod?

• Can OpenX’s plugin process information from client for mapping targets? YES

• Can Mobile Client sent information that match with ad targets? YES

• Can Mobile Client process web viewer and ad action? YES

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Resources

• www.iab.net/media/file/IAB_MRAID_v2_FINAL.pdf

• mmaglobal.com/files/mobileadvertising.pdf• madserve.org• google.com/AdMob• openx.com