The Mobile Advertising Landscape

Jan, Uzma, Sahana, JxMS&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 Consultation on

◦ Branding and Identity◦ Advertising◦ Corporate marketing◦ Media expertise

Communications campaigns

Agency Trading Desks 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

Identify Segmentation Strategy

Determine Inventory pools to reach audience

Leverage tools

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

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

Demand Side Platform (DSPs)

Demands

Publisher Advertiser

Monetize their mobile web content

Reach potential customers

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 – StrikeAd EngageTM 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

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

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).

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.

Mobile Ad Networks

Source: mobithinking.com

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 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 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/Data• Data

analytics• Customer

Relationship Management

Social targeting

Real-time analysis

Financial/Credit-based CRM

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

Mobile Mkt/Msg

SMS based

Rich MediaAudio/Video

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/Analytics

App -based

Cross-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 Media

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/SSPLocalized

Marketplace

Infrastructure NaaS (Network as a Service)

◦ Monetizing assets and functionality within networks

◦ Billing, location, messaging and voice communications

Virtual Operators Clearinghouses for providers

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

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 Automated ad buying cycle

◦ Management of ad inventory (publishers)◦ Increased purchasing efficiency ◦ Minimized unsold 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

Q & A

Mobile website tools Extending websites to mobile

devices

SaaS platform◦ SMS/MMS Ads◦ Mobile Coupons with POS integration