Appia's Predictions for Mobile Advertising Trends in 2014 Jamie Fellows, Chief Product Officer

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About Jamie

Appia’s Chief Product OfficerFormer SVP of Product at

Millennial Media and VP of Product Management at AOL and Advertising.com

Passionate about working with technology to develop products that can evolve and scale a business

Focused on driving Appia’s business growth through product development and management

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App Discovery Posing an Even Greater Challenge1.

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In 2013, both the App Store and Google Play

surpassed the one million apps mark.

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The combination of a great user experience and targeted marketing campaigns will maximize the visibility of apps, resulting in increased downloads and higher organic rankings in the Top Charts.

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Continued Improvement of Mobile Ad Targeting & Retargeting2.

Targeting will be Critical in 2014

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Location

Demographics

Device

Operating System

Day-Parting

Retargeting is the practice of serving ads to users who have interacted your brand, content, or app. It has been widely adopted online but it has been tough to do on mobile.

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Cookies are not reliable on mobile, so marketers have to leverage Device IDs to track and retarget users effectively.

Retargeting Tip:

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Interstitial AdsApp Wall Discovery Ads Banner Ads

Use different ad formats

Retargeting Tip:

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Frequency Capping

Combat ad blindness by capping the number of times a specific person sees a certain ad.

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Growth of Mobile Real Time Bidding (RTB)3.

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Mobile ad spend is estimated to reach

$20.3 Billion in 2014

Media Post estimates RTB to make up 45% of all mobile ad buys at the end of 2014.

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Privacy Guidelines and Standards 4.

We think 2014 will be the year we see a huge push towards self-regulation and privacy standards across the mobile ecosystem.

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Key Issues addressed by the MMA’s Privacy Policy Guidelines include:

Core privacy principles and consumer-friendly language for developers

Ways to inform users on how data is obtained and used

Guidance on security and confidentiality of information

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Diminished Use of StaticBanner Advertisements

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As mobile advertising spend increases in 2014, brands and marketers will continue to explore more creative mobile ad solutions, and banner ads will be on the decline.

Touchable, “swipeable”, or shakable

content is moreappealing to users than static ads.

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Rich media ad units are more engaging and are typically better performing when compared to conventional banners.

Native Ads tailor the user’s experience with relevant content without distracting from their originally intended destination.

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Lifetime Value of Users Becoming Critical on Mobile

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A user that is regularly engaged and finds high value in an app is one that ultimately brings the most revenue over the life of that engagement.

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Tracking post install data will help you understand true LTV and apply that back to your marketing efforts

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App Discovery Posing an Even Greater Challenge

Continued Improvement of Mobile Ad Targeting & Retargeting

Privacy Guidelines and Standards

Diminished Use of Static Banner Advertisements

Lifetime Value of Users Becoming Critical on Mobile

Growth of Mobile Real Time Bidding (RTB)

Recap:

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Questions?