The Future of Mobile: Data-fueled, Programmatic and Dominant Spencer Scott, Chief Revenue Officer FutureM – September 18, 2014 @fiksu, @spencerescott

800 Clients 3.2B Downloads 2900 apps 40 of the Top 50 Grossing Apps

Mobile Marketing Ecosystem

RTB Social

Video

Traditional/Display Rewards

The Opportunity: $100B Mobile App Economy Consumers spend more time in–app on mobile than on desktop

Consumers now spend more time on mobile than on TV

$95 billion in revenue will be generated by mobile apps in 2018 Mobile commands

20% of all media time – but only 4% of media budgets

Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage

1.5 B mobile devices expected to ship in 2014 2013 mobile app

revenue Fiksu estimate: $38 B

IDC – May 2014 ABI Research, March 2013 Various Mary Meeker, May 2014 eMarketer

The Challenges §  Competition is stiff

- More than 2.5 million apps in App Store and Google Play

§  Mobile is different – it’s an operating system - Apps dominate - Why attribution is so difficult - Handling of data very different

§  Desktop players haven’t been able to make the transition - They need to rebuild their tech stack from ground up

Data

Everyone’s Attention Is On Mobile ...

IDC, May 2014

Mobile platforms combined to account for 60% of total digital media time spent

comScore, June 2014

1.5 billion mobile devices are projected to be shipped in 2014

... Especially in Apps

comScore, June 2014

Users are now spending 2 hours and 42 minutes per day on mobile devices as of March 2014

- Mobile app usage accounts for 86% of that time

Flurry, March 2014

Mobile apps accounted for more than half of all digital media time spent in May, coming in at 51%

What Does This All Mean?

§  The amount of data available on mobile astounding!

§  Be weary: data from some third-party data providers can be unreliable

§  Capturing your own first party mobile data can provide highly actionable insights

Fiksu’s Data Story

Fiksu’s vast repository of marketing performance data informs media decisions and drives better user acquisition results.

1.7B Mobile device profiles

4.1T Marketing Events

3.2B Downloads Driven

15B Daily Ad Impressions

1.3B Loyal App Users

The Data Will Only Continue to Grow

 -­‐        

 100    

 200    

 300    

 400    

 500    

 600    

Marketing Events Captured Monthly (in Billions)

Programmatic

What Is Programmatic Buying?

Strata, Apr. 2014

Over 60% of ad agency execs feel there’s no accurate, unified definition of programmatic buying.

Strata, Apr. 2014

Only 12% trust it to properly and accurately execute their ad orders.

Assn of Nat Advertisers/Forrester, Mar. 2014

67% are unaware of it, don't understand it, or need to learn more before using.

Programmatic Buying - The Many Definitions

“Programmatic buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms.”

Andy Cocker COO/Co-Founder Infectous Media

“Generally, programmatic buying is similar to programmatic stock trading insofar as buying happens as the result of a computational proxy bidding on behalf of human masters.”

George John CEO, Rocket Fuel

Philip Smolin SVP, Turn

“Programmatic buying enables marketers to consolidate customer interactions across multiple channels into a single dashboard, and then use that dashboard to develop a single, overarching strategy about how to best engage (and continue the conversation) with those audiences.”

Fiksu Says…

Micah Adler Fiksu CEO  

“Programmatic buying is anytime you are using an automated process to make placement decisions of buying inventory in a closed loop fashion, and this goes beyond just RTB (real-time bidding).”

Programmatic Buying: Beyond RTB

§ 40% of Fiksu’s buying is done programmatically, and includes:

§ RTB on mobile inventory from top exchanges

§ Unique programmatic access to Facebook and Twitter

§ Programmatic access to other networks as they are released

§  Google AdWords, incentivized and other banner networks

Programmatically Optimizing in Real Time

The Growth of Programmatic

2011 2012 2013 2014 2015 2016 2017

$2.8B $4.5B $4.8B

$7.6B $7.5B

$12.0B

$9.8B

$16.6B

$12.4B

$21.9B

$14.8B

$27.3B

$16.9B

$32.6B

US & Worldwide Programmatic Display Ad Spending, 2011-2017

Source: MAGNA GLOBAL

Global US

Audiences

Audience Attention (Not Budgets) Shifting

20% of total media time is spent on mobile, but mobile accounts for only 4% of ad spend.

Mary Meeker, May 2014

But You Can Buy Audiences on Mobile, Too

§  Context (where an ad is being displayed)

§  Demographics (age, gender, etc.)

§  Real-time data (device, platform, location, OS)

§  Interests (who someone follows or likes, what they’re talking about, what they search for, etc.)

With actionable data and programmatic access, mobile audiences can currently be reached based on:

Social: Providing Deep Audience Insights

§  Facebook and Twitter are two of the best sources to precisely target audiences

§  Actionable data on everything from age, gender, marital status, interests and more!

Audiences Reached Through Retargeting §  Retargeting allows you to reach specific

segments of your app’s current user base including:

§  Lapsed users - encourage them to open your app

§  Purchasing and/ or active users - highlight a new feature or product in your app

The Future of Audience Buying §  With the right data and technologies, marketers

will soon be able to segment and target based on broader behaviors

§  Example: A travel company could target users who have downloaded multiple travel apps

§  As this develops, everyone, including leading brands, will begin to see mobile as a powerful medium to reach precise audiences at scale

Tying It All Together: What Fiksu Does

Superior Fiksu data Data + customer goals

define mobile audiences

Audiences bought programmatically through unparalleled

mobile ecosystem reach

Results • Best possible mobile marketing performance • Highest quality customer engagements • Deepest insights from analytics

Attribution Technology

Optimization Technology

Want to talk? sscott@fiksu.com www.fiksu.com @fiksu @spencerescott

Thank You! Learn more: fiksu.com/resources