The mobile advertising landscape
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The Mobile Advertising Landscape. Jan, Uzma , Sahana , Jx MS&E 239. Overview of the mobile marketing landscape Traces a path from the marketer to the consumer Specifically, all channels in a mobile platform. Agencies. Provide marketing communications services C onsultation on

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The Mobile Advertising Landscape

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The mobile advertising landscape

The Mobile Advertising Landscape

Jan, Uzma, Sahana, Jx

MS&E 239


The mobile advertising landscape

  • Overview of the mobile marketing landscape

  • Traces a path from the marketer to the consumer

  • Specifically, all channels in a mobile platform


Agencies

Agencies

  • Provide marketing communications services

  • Consultation on

    • Branding and Identity

    • Advertising

    • Corporate marketing

    • Media expertise

  • Communications campaigns


Agency trading desks

Agency Trading Desks

Identify Segmentation Strategy

  • Internal team of an agency

  • Monitor and execute campaigns across the Exchange landscape

    • Buy and sell display inventory utilizing the DSP within that agency.

  • Ensure that ideas are efficiently delivered across media platforms

  • Integrates technology, data and inventory to manage audiences.

  • Criticism

Determine Inventory pools to reach audience

Leverage tools


Media agencies

Media Agencies

  • Helps communicate with consumers

  • Identify business issues, markets and consumers

  • Clients’ media investment is evaluated and accountable

  • ROI is key

Strategic Results system

Multiple Vendor formats


Demand side platform dsps

Demand Side Platform (DSPs)

  • Integrated system for buyers to satisfy their demands in the Mobile Landscape

Demands

Publisher

Advertiser

Monetize their mobile web content

Reach potential customers


Dsps companies

DSPs (Companies)

  • StrikeAd was set up in 2010 to satisfy the global need for a streamlined media planning and buying environment on mobile

  • StrikeAd Fusion - It lets media buyers create and deploy global mobile advertising campaigns

  • StrikeAd Engage – StrikeAdEngageTM offers media planners a complete managed service to get their mobile campaigns up and running

  • [a•mo•bee] offers comprehensive mobile advertising solutions to the largest mobile operators, publishers, and advertisers

  • Customers include zynga, ebay, Google, skype, Nokia, Barnes & Noble and mozilla

  • They are backed by Sequoia Capital, ACCEL, Globespan Capital, Cisco, Motorola and Telefonica


Real time bidding exchanges

Real Time Bidding Exchanges

  • Create market liquidity by connecting buyers and sellers together through a real time bidding platform


Rtb exchanges companies

RTB Exchanges (Companies)

  • Connects more than 25 online, video and mobile ad networks

  • Serves and monetizes more than 3,280 ad requests per second or 8.5 billion ad requests per month

  • Has served 33 billion ad impressions on more than 100 million unique smartphone devices

  • Real-time bidding will be a multi-million dollar business in the next five years.

  • Eight of the top 15 ad networks, are increasingly tapping AppNexus (comScore, June 2010).


Mobile ad networks

Mobile Ad Networks

  • No ad network is dominant

    • There are at least 10 ad networks in the US alone.

  • No one really knows what ad network is biggest

    • Any figures you read about market share or revenue are estimates, if not pure guesswork.

  • Mobile ad networks are not created alike

    • Choose a partner that suits your requirements, target market, geography and budget.

Source: mobithinking.com


Mobile ad networks companies

Mobile Ad Networks (Companies)

  • Acquired by Google in Nov, 2009 for $750m

  • Ads can be targeted to specific sites or you can browse their channel categories including categories like communities, contextual search, entertainment, etc.

  • All ads are run on an auction-based pricing system

  • AdMob clients include ESPN, CBS, Geico...

  • Launching in 2008, Mojiva is headquartered in New York and offers a team with experience from Google, AdMob, DoubleClick, Microsoft and Motricity

  • Mojiva provides more than 750 million unique users worldwide and executions that can run across every device and tablet, mobile site and app.


Mcrm data

mCRM/Data

  • Used for integrated management of relationship with customers

    • mobile marketing

    • mobile sales force automation

    • mobile customer service.

  • Convenient and speedy communication between organizations and customers

  • Used in situations where conventional communication channels and the Internet fail to expand customer relationships


Typical activities

Typical activities

  • Single View of the Customer:

    • Create persistent customer identifiers on existing data, providing you a logically integrated view of consumers.

  • Marketing Central Nervous System:

    • Create the synapse that sends and receives signals about customer behavior, and then intelligently recalibrates based upon what they do or don’t do.


Mcrm data1

mCRM/Data

  • Data analytics

  • Customer Relationship Management

Social targeting

Real-time analysis

Financial/Credit-based CRM


Mobile mkt msg

Mobile Mkt/Msg

  • Layouts for mobile campaigns

  • Voting, trivia, branded media

  • Ad formats

  • SMS based, rich media


Mobile mkt msg1

Mobile Mkt/Msg

SMS based

Rich Media

Audio/Video


Measurement analytics

Measurement/Analytics

  • Understanding how customers engage beyond the initial download or site visit is essential to the success of mobile marketing efforts.

  • Measure how customers use or engage with mobile channels


Measurement analytics1

Measurement/Analytics

Cross-media

App -based


Rich media

Rich Media

  • Ad platforms for serving rich media

  • Build, serve and track rich media ads

  • HTML5 based

  • Interact with Agencies, Publishers and Ad-creators


Rich media1

Rich Media


Yield out ssp

Yield Out/SSP

  • Optimizes ad inventory for publishers to maximize revenue

  • Tracks revenue and performance from ads across networks

  • Provides supply-side platform


Yield out ssp1

Yield Out/SSP

Localized

Marketplace


Infrastructure

Infrastructure

  • NaaS (Network as a Service)

    • Monetizingassets and functionality within networks

    • Billing, location, messaging and voice communications

  • Virtual Operators

  • Clearinghouses for providers

    • ISP’s, mobile networks, cable networks, VoIP


Aggregators

Aggregators

  • Text-messaging Ads

    • Brand messages

    • Interactive coupons

  • Interoperating of disperate technologies (roaming, BI, etc.)

  • First P2P mobile video solution

  • Mobile commerce enabling

  • VIDEO


Ad servers

Ad Servers

  • Automated ad buying cycle

    • Managementof ad inventory (publishers)

    • Increased purchasing efficiency

    • Minimizedunsold publisher inventory

  • Advanced functionality

    • Sequencing ads so users see messages in a specific order

    • Excluding competition so users do not see competitors' ads directly next to one another

    • Displaying ads so an advertiser can own 100% of the inventory on a page (Roadblocks)

    • Targeting ads to users based on their previous behavior

    • Targeting specific IP-addresses i.e. targeting specific individuals or companies


The mobile advertising landscape

Q & A


Mobile website tools

Mobile website tools

  • Extending websites to mobile devices

  • SaaS platform

    • SMS/MMS Ads

    • Mobile Coupons with POS integration


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