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The Mobile Advertising Landscape

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  1. The Mobile Advertising Landscape Jan, Uzma, Sahana, Jx MS&E 239

  2. Overview of the mobile marketing landscape • Traces a path from the marketer to the consumer • Specifically, all channels in a mobile platform

  3. Agencies • Provide marketing communications services • Consultation on • Branding and Identity • Advertising • Corporate marketing • Media expertise • Communications campaigns

  4. 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

  5. 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

  6. 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

  7. 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

  8. Real Time Bidding Exchanges • Create market liquidity by connecting buyers and sellers together through a real time bidding platform

  9. 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).

  10. 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:

  11. 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.

  12. 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

  13. 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.

  14. mCRM/Data • Data analytics • Customer Relationship Management Social targeting Real-time analysis Financial/Credit-based CRM

  15. Mobile Mkt/Msg • Layouts for mobile campaigns • Voting, trivia, branded media • Ad formats • SMS based, rich media

  16. Mobile Mkt/Msg SMS based Rich Media Audio/Video

  17. 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

  18. Measurement/Analytics Cross-media App -based

  19. Rich Media • Ad platforms for serving rich media • Build, serve and track rich media ads • HTML5 based • Interact with Agencies, Publishers and Ad-creators

  20. Rich Media

  21. Yield Out/SSP • Optimizes ad inventory for publishers to maximize revenue • Tracks revenue and performance from ads across networks • Provides supply-side platform

  22. Yield Out/SSP Localized Marketplace

  23. 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

  24. Aggregators • Text-messaging Ads • Brand messages • Interactive coupons • Interoperating of disperate technologies (roaming, BI, etc.) • First P2P mobile video solution • Mobile commerce enabling • VIDEO

  25. 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

  26. Q & A

  27. Mobile website tools • Extending websites to mobile devices • SaaS platform • SMS/MMS Ads • Mobile Coupons with POS integration