Mobile Advertising 101

7/29/2019 Mobile Advertising 101

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Copyright 2012 Jumptap

The State of the

Mobile Ad Industry

10.27.2012

Bob Hammond


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The Leader in Targeted Mobile Advertising |2

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The Leader in Targeted Mobile Advertising | 2

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Mobile

Usage

Exploding2011 was first year more

smartphones shipped than

PCs globally

Roughly 96% of U.S.population has a cell phone

over 50% have a

smartphone

Mobile now accounts for

12% of global internettraffic, up from 1% at the

beginning of 2009

Global Smartphone And PC Shipments


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Mobile Ad

Spend Lags

UsageConsumers spend 23% of

their time with mobile, but

marketers are only

spending 1% of theirbudget

Compare this to 6% of

consumer time with print

pubs that are getting 29%

of marketing dollars

U.S. Advertising Revenue


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Mobile Ad Spend is Predicted to

Grow Rapidly

$416

$743$1,228

$2,402

$4,143

$6,376

$8,710

$11,029

2009 2010 2011 2012 2013 2014 2015 2016

US Mobile Ad

Spending 2009-2016

(millions)

Source: eMarketer


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Advertisers Tend to Look to

Ad Networks and Publishers Directly

Ad Network46%

Publisher Direct30%

Exchange12%

Other12%

What percentage of

your mobile advertisingis purchased via the

following means?

Major Ad Networks

Source: Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)


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Advertisers are Most Interested in How

They Can Target to Drive Results

Source: Advertiser Perceptions, Spring 2012


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Mobile Ad Targeting is More Complex

than Online

Multiple Device Types, Operating Systems, & Carriers in Mobile

vs.


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The Leader in Targeted Mobile Advertising |8The Leader in Targeted Mobile Advertising | 8The Leader in Targeted Mobile Advertising | 8

Content Targeting

Running ads on a mobile site

that focuses on a specific topic

like Sports, Finance, or

Entertainment

OR

Running ads with an ad network

in a channel made up of multiple

sites/apps on a content topic


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Location

Targeting

Zip Code

Targeting by zip code can

be done on about 2/3 of the

mobile audience who:

a) Have provided their zipcode to a site/app

b) Are accessing mobilecontent through a wifi

connection. Zip code is

picked up from IP

address.


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Romney

Used Zip

TargetingThe Romney campaign ran

zip-code targeted ads in Iowa

to drive voters to the primary

polls

Most impressions were

delivered the day of the

caucus and focused from 4:00

to 10:00 pm

Could this have helped drivethe 8 voters that gave Romney

the win?


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Location

Targeting

Hyper-Local

For anything tighter than

zip-level, we need

longitude/latitude

Only get this for about of

the audience those who

give a site/app permission

to use their location

Privacy friendly companies

dont store exact location


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Consumer-Level Targeting

with 3rd-Party Data50 Million Consumer Level Profiles

& Growing

OnlineBehavior

MobileBehavior

Real WorldBehavior

Twenty 3rd Party Data Partners& Growing


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The Leader in Targeted Mobile Advertising |13The Leader in Targeted Mobile Advertising | 13

How consumer-level works

Step 1

Person visits mobile site, enters

email and other information

Step 3

Jumptap deepens profile with info

from data partners based on

matched hashed email

Step 2

Site passes hashed email, other

info (non-PII) , and anonymous ID

to Jumptap and profile is created

Step 4

When Jumptap sees anonymous ID

again, we can target consumer using

1st and 3rd party data

ProfileManagement

3rd Party Data

3rdParty

Data

1stParty

Data

Mobile Advertising 101

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