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Mobile Advertising - Introduction

Discover the fundamentals of mobile advertising, explore current trends, ad formats, and choose the right partners for successful integration and optimization. Learn about the Mobile Ad Exchange Ecosystem and SDK Integration.

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Mobile Advertising - Introduction

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  1. Mobile Advertising - Introduction Arlen Coupland Zielona Góra JUG

  2. Who am I? • I’ve worked for OpenX for 9+ years, since its conception in London • In 2007 I moved to Wrocław with my Wife and Daughter • In 2012 I opened an office in Zielona Góra for OpenX • We currently have 10 employees in ZG • Have worked with eBay, Samsung, King.com, New York Times, andWalmart in their advertising solutions.

  3. OpenX Overview OpenX is a global leader in digital and mobile advertising technology. • 300+ employees • $75M+ funding to date • Offices: Los Angeles (HQ), NY, SF, London, Munich and Tokyo Experienced team Accolades Top clients Leading investors • 5 Trillion total ad transactions • 300+ Billion monthly ad transactions • 15+ Billion daily bids (buyers) • $150M+ revenue • #7 Forbes’ Most Promising Companies

  4. Who are you? • Freelancer: One-person shopNo time for managing ads. Very few direct-sold ads. You just want a solution that delivers ads as best as it can. • Mid-tier: Tech-only company looking to monetize.You don’t have a direct sales team, but you do have a budget for solutions and to pay for mediation and optimization. • High-tier: Tech company with sales teamYou have direct relationships with advertisers and wish to manage your advertising and possibly pay for optimization

  5. Basics of Advertising • AdserversTechnology without Content.You have control to manage advertisements and inventory. • Networks / Exchanges: You sign up and they provide advertising to you. Networks are typically 100% Sell-Through while Exchanges are limited by a floor price and content guidelines • SSP: Supply Side PlatformsProvides adserver functionality combined with a set of networkstrafficked and optimized by the vendor. Allows you to direct book ads while having the back-fill optimizedacross partners

  6. Basics of Advertising • TerminologyPublisher – Supply – The site/app that wishes to receive adsAdvertiser – Demand – The advertiser that wishes to provide ads • BillingAdservers: Often billed a small amount per-request. Alternatively, can be a flat monthly rate or a % of revenue.Networks: Typically they charge the advertiser, not the publisher. • Payment: CPM = Cost per Mille ($1 CPM = you receive $1 for showing 1000 ads)eCPM = effective CPM. Converts all different payment types into 1 rate.CPC = Cost per ClickCPI / CPA = Cost per Install / Cost per Action

  7. Mobile Advertising • Nobody knows anything • It is still new. The history is not as long as it may seem. In 2009, 15% of mobile users were on smart phones. SMS and WAP advertisement was still a focus. • It’s a great place for DISRUPTION – it is not too late • Two types of mobile: Mobile Web and Mobile App. Mobile Web has largely merged with Desktop in terms of technology • Tablet vs Phone: Screen size consideration • Content types:Games, interaction-driven apps, content-driven apps

  8. Mobile Advertising • Ad Formats:DisplayOverlay, full-page, footer

  9. Mobile Advertising • Ad Formats:Video – pre/mid/post roll, overlay

  10. Mobile Advertising • Ad Formats:Native – integrate with your content

  11. Why Mobile and Why Now

  12. Mobile Consumption: Games and Social

  13. Games sessions up 20-x in 2 years 100 of top 150 Apps are games

  14. The Mobile Ad Exchange Ecosystem AdServers Video Networks Admob (Google)OpenXRevMob (CPI)Mopub Doubleclick (Google)OpenXMediaMindMopub Celtra Kargo Zumobi • Choose the partner you want based on: • Ad Format • Demand Requirement:Country, Price, Fillrate, Direct booking • SDK Support

  15. SDK Integration • Network may require direct SDK integration • If you integrate with an AdServer or SSP, this can supply ads frommultiple networks with only 1 integration • Configure event listeners • Display different ads based on screen orientation • Unity 3D integration • MRAID compatibility • Ad Safety – report bad ads, prevent hijacking

  16. SDK Integration – XML Layout <?xml version="1.0" encoding="utf-8"?> <RelativeLayout xmlns:android="http://schemas.android.com/apk/res/android" android:layout_width="match_parent" android:layout_height="match_parent"> <com.openx.view.AdBanner android:id="@+id/adBanner" android:layout_width="match_parent" android:layout_height="wrap_content" android:layout_alignParentTop="true" android:layout_centerHorizontal="true" autorefreshinterval="milliseconds" domain="example.domain.com" adUnitID="your_ad_unit_ID" autoStartLoading="true"/> </RelativeLayout>

  17. SDK Integration – In-Code // This creates the banner ad with the parameters needed AdBanner banner = new AdBanner(context, "example.domain.com", "12345"); // Set a refresh rate banner.setAdChangeInterval(15000); //This adds the banner to a parent view addView(banner); //Set auto-load to false if you do not want the ad banner to load automatically. The default is true. adBanner.setAutoStartLoading(false);

  18. SDK Integration – In-Code options OXAdRequest adRequest = new OXAdRequest(); AdCallParameters params = new AdCallParameters(); params.setUserAge(30); params.setDma("803"); params.setUserGender(OXMGender.MALE); params.setUserMaritalStatus(OXMMaritalStatus.SINGLE); params.setAppStoreMarketUrl("https://play.google.com/store/apps/details?id=com.example.myapp"); adRequest.setAdCallParams(params); adBanner.setFadeDuration(500); adBanner.load(adRequest);

  19. SDK Integration – Event Listeners AdEventsListener listener = new AdEventsListener(){ @Override public void onAdFailedToLoad(AdError error) { // TODO Auto-generated method stub } @Override public void onAdDidLoad() { // TODO Auto-generated method stub } @Override public void onAdClosed() { // TODO Auto-generated method stub } @Override public void onAdClicked() { // TODO Auto-generated method stub } }; banner.setAdEventsListener(listener);

  20. How App Developers Make Money • In-App Purchase • Offer Wall • Subscription • Advertising • Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android • 60% of smartphone users prefer free apps. 87% of Facebook users. • 60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level Source: Harris interactive, Aug 2012

  21. How App Developers Make Money • In-App Purchase • Offer Wall • Subscription • Advertising • Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android • 60% of smartphone users prefer free apps. 87% of Facebook users. • 60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level Source: Harris interactive, Aug 2012

  22. How App Developers Make Money • Users don’t like to pay for apps • Users don’t like intrusive ads • Users want to support developers and are fine with well placed ads

  23. Typical Payment Rates • Typical earnings are around $1 eCPM, but its possible to earn much more or much less • AdMob, InMobi - $1.00 eCPM, large inventory • Leadbolt - $3.5 eCPM, medium inventory • Madvertise - $6.00 eCPM, small inventory • RevMob - $6.50 eCPM, interstitial ads only, small inventory

  24. Increase your rates • Have multiple networks and chain through them • Have well placed ads with high rates for performing actions (CPI) at times when users find it acceptable to do so • Have data on your users • Integration: Facebook, LinkedIn • Advertisers target based on user data.Females, 25-34 = $12.92 eCPMMales, 35-54 = $3.52 eCPM • Content type is also used for targeting.Weather = $1.24 eCPMGames = $0.51 eCPM • Tablet owners are more receptive to ads

  25. Usage style: Tablet vs Phone

  26. People use Mobile for Commerce • Researching products while mobile • Checking prices and availability • Checking store locations • Taking pictures of products and sending to friends

  27. Disrupt the market • Top needs of Mobile: • Ad Quality and Ad Reporting • More direct ad integration: Native, Action-based ads, ad timing • User Data integration • Network partner chains • Take lessons from the US, use them in PL + EU

  28. Resources IAB – Internet Advertising Bureau IAB Polska – iab.org.pl Mobile Online w Polsce pdf bit.ly/1zdDus3

  29. We are hiring arlen@openx.com | 513 211 806 Work with large, name-brand clients. Compete directly with Google. International, supportive team. Opportunity to travel, but it isn’trequired.ZG Office: Foosball, Ping Pong, Lunches, relaxed atmosphereTwo positions immediately available: - Implementation Engineer - NOC EngineerFuture: QA, Python + JAVA Developers, Front end Developers,

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