Mobile Advertising presentation
Transcript of Mobile Advertising presentation
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Opera Software
OSLO! NYC! //////////////////
CAPITAL MARKETS DAY 2015
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Mahi de Silva CEO, Opera Mediaworks
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EYEBALLS SHIFT TO MOBILE
0 100 200 300 400 500 600
Indonesia
Brazil
United States
South Africa
Russian Federation
United Kingdom
Australia
Mexico
India
Germany
Canada
France
Daily Distribution of Screen-Viewing Minutes
TV Desktop Mobile
45% of screen time
is mobile
Source: Milward Brown Ad Reaction
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SHIFT OF “SCREEN” AD DOLLARS TO MOBILE
$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
2014 2015 2016 2017
Global Ad Revenue by Media Type (in Billions)
TV Desktop Mobile
Source: eMarketer, Zenith Optimedia
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MOBILE IS GROWING FASTER…
1% 2%
8%
35%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Other TV Desktop Mobile
Global Ad Revenue CAGR 2014-2017 by Media Type
Source: eMarketer, Zenith Optimedia
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MOBILE VIDEO ADS GROWING FASTEST “In terms of mobile ad types, video will show the highest growth – with the category being driven by tablets and growth in tablet ownership.” - Gartner, 2014
$0.72
$1.54
$2.63
$3.94
$5.09
$6.11
166.5%
113.0%
70.4%
50.2%
29.3% 20.2% 0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
180.0%
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2013 2014 2015 2016 2017 2018
US Mobile Video Ad Spending in Billions (2013-2018)
Mobile Video Ad Spend (Billions) YOY Growth
Source: eMarketer
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MOBILE APPS HAVE NOW BECOME OUR FIRST-SCREEN EACH CONSUMER HAS A UNIQUE APP DNA & SET OF INTERESTS
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ENABLING RESULTS DRIVEN MARKETING
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DATA SOURCES EXPANDING DAILY
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Real-‐Time Beacon Real-‐Time Beacon Real-‐Time Beacon
THE RESULT? A FULL VIEW OF A CONSUMER
MEET LUCY
AT&T
NYC
HHI $85K
Frequent Traveler
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TARGET THE RIGHT CONSUMER AT THE RIGHT TIME
Data
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EXPANDING TO NEW ATTRACTIVE GEOGRAPHIES
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AD IMPLEMENTATIONS FOR OPERA PRODUCTS
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Opera Mediaworks is the Largest Mobile Ad Platform in the World
We enable the biggest marketplace and the highest quality ad experiences
between publishers and advertisers.
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OPERA IS A MARKET MAKER
Publishers Advertisers
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1B+ Unique Consumers / Month
100B+ Ad Requests / Month
90% Ad Age Top 100
18/25 Top Global Media Companies
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MOBILE VIDEO ADVERTISING DRIVING OMW GROWTH
Traditional ad products still growing nicely, but video is the key driver of revenue growth.
91% 118%
9%
120%
0%
50%
100%
150%
200%
250%
300%
Q4 2013 Q4 2014
Q4 2013 vs. Q4 2014 YoY Revenue Growth, Video vs. Non-Video
Non-Video Video
50.4%
49.6%
Source: Opera Mediaworks
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ADVERTISING VALUE CHAIN
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OUR SUPPLY-SIDE DIFFERENTIATION
- Manage and serve direct-sold campaigns - 1st party & 3rd party data and audience management - Best in class rich-media and video advertising tech - Mediate 3rd party ads
- Programmatic & private marketplaces - Yield optimization & revenue assurance - Back office integration
The platform chosen by more premium publishers…
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OUR DEMAND-SIDE DIFFERENTIATION
Delivering the highest quality ad experiences at scale - Brand safe & site specific - Channel buys - Audience segments - Early session impressions - Best in class rich-media and video formats - End-to-end tracking & reporting - CRM support
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INNOVATION TIMELINE
2008 2010 2012 2013 2014 2015
400MM+ 1B+
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Will Kassoy CMO, Opera Mediaworks
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NATIVE APP CONSUMPTION NOW BIGGER THAN PC
Source: Nielsen, AdColony. “Mobile Video: A Crucial Component of the Marketing Mix.” May 2013
Last year was the first year where mobile in-app consumption surpassed desktop consumption.
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SMARTPHONES ARE CONSTANT, TABLETS ARE THE NEW PRIMETIME
Source: ComScore
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TIME SPENT ON MOBILE
Source: Flurry
70%+
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CAPITALIZE ON CONSUMER STATE OF MIND
Need Want
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NIELSEN 3-SCREEN AD EFFECTIVENESS
78%
43%
27% 29%
16%
47%
17% 12% 6% 12%
39%
21%
11% 14% 8%
General Recall Brand Recall Message Recall Ad Favorability Retail Intent
Source: Nielsen, AdColony. “Mobile Video: A Crucial Component of the Marketing Mix.” May 2013
Major Brand Advertiser 3-screen video campaign test
Brand’s Ad (via Opera Mediaworks’ Mobile Video)
Brand’s Concurrent TV Campaign :30s
Category’s Overall Online Video Ad Norm
Category’s Retail Intent TV Ad Norm
Instant Play Mobile Video vs. TV & Online Video
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Bill Bernbach
“If you know what you stand for, people will either be for you or against you. If you don’t know what you stand for, no one will be for you and no one will be against you.”
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Opera Mediaworks is the first mobile ad platform built for brands, delivering breakthrough marketing at scale.
Our technology powers the biggest publishers in the world, enabling marketers to convey the highest quality ad experiences
to more people in more places when it matters most.
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MOBILE. IT’S WHAT WE DO.
• Global Reach & Scale: Opera Mediaworks is the Largest Independent Mobile Ad Platform
• Mobile-First: 100% Focus and Dedication to Mobile From the Beginning
• Effective Targeting: Leverage Accurate Data to Reach and Impact the Right Audience
• Proven Results: Drive Engagement, Action & Lift in Key Brand Metrics
• Working with 90% of the AdAge Top 100: Partnering with Top Brands in the World
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A PLATFORM BUILT FOR BRANDS
Delivering breakthrough marketing and innovation, fueled by three unique pillars:
Proprietary Technology
Innovative Creative
Premium Environments
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DIVING DEEPER INTO THE THREE KEY PILLARS
Proprietary Technology
• Highest quality ad experiences
• Instant-PlayTM technology
• Industry’s best ad serving & optimization technology
Premium Environments
• 18 of 25 top media publishers in the world
• 85% of Top Grossing (Apple/Google Play)
• Effective targeting methods
• Right context & state of mind
Innovative Creative
• Full mobile creative suite, including highest quality video
• In house global creative team
• Award-winning executions
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MARKETPLACE MOMENTUM
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MARKETPLACE MOMENTUM
“Opera Mediaworks…is on a roll…one of the biggest mobile ad platforms in the country.”
-
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MARKETPLACE MOMENTUM
“As video consumption continues to grow on mobile, leading brands… are increasingly funneling big bucks into mobile video. [This] positions Opera Mediaworks for a role in this quickly growing market.” - Mobile Marketer
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Opera Mediaworks Industry-Recognition & Awards
�
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David Kurtz SVP Product Strategy, Opera Mediaworks
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COMPREHENSIVE PUBLISHER SOLUTION
• Powering Direct Sales
• Monetization & Mediation
• Programmatic Tools • In-App Purchases & Cross-
Promotion
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37.2%
32.6%
12.8%
13.9%
3.5%
Time Spent in Mobile Apps
Gaming Social
Entertainment & News Utilities & Productivity
Others
Gaming and feed-based
environments, such as
Entertainment, News, and
Sports represent
50% of time spent on mobile devices.
Source: Flurry
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37.2%
32.6%
12.8%
13.9%
3.5%
Time Spent in Mobile Apps
Gaming Social
Entertainment & News Utilities & Productivity
Others
Gaming and feed-based
environments, such as
Entertainment, News, and
Sports represent
50% of time spent on mobile devices.
Source: Flurry
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INSTANT-FEED™ VIDEO INSTANT-FEED™ VIDEO
• Native, in-app placement in feeds
• Auto-plays instantly when post scrolls into view; pauses when out of view
• Tap to expand to full-screen
• Drive post-view engagement via video end card (when video is full screen)
• User can toggle volume on/off
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BIG DATA SIGNALS
DAILY ANALYSIS
• 175 billion+ session events with 50+ different metrics each
• 400+ TBs of compressed data
• 100 million+ app install events
• 15,000,000+ ad engagements, over 70,000,000 total data points
DYNAMIC BID PRICING
• Adjust bids according to predicted audience conversion rate
• MoM UA Rev. Increase: +20%
• MoM Efficiency Increase: +21%
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Programmatic represents
45% of all digital ad
spend, much of the
growth coming from the
mobile channel.
Source: eMarketer
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Opera Mediaworks’ Premium Mobile-First Marketplace
Efficiency
• Automated buying
• Impression-level bidding
• Target using DSP data & OMW data
Scale
• 1B+ monthly uniques worldwide
• 900M+ impressions served per day
• Top mobile apps & sites in the world
Quality
• Private access
• Early session impressions
• Access to best-in-class ad products
INTRODUCING…
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PUSHING CREATIVE BOUNDARIES
We can do better.
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Mike Owen EVP North American Sales, Opera Mediaworks
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OUR BUSINESS: BRAND AND PERFORMANCE
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DELIVERING A TV-LIKE EXPERIENCE IN THE PALM OF YOUR HAND
• Video consumption is moving to mobile–50% of people watch more than 20+ minutes of video weekly
• From quick-viewing to co-viewing, consumers are turning to their devices for entertainment
• Content and advertising need to be premium
• The only place to get access to the highest quality mobile video ads is through Opera Mediaworks
Source: eMarketer
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WORKING WITH THE BEST & EXPANDING SALESFORCE
of the Top Grossing
85% of the Ad Age Top 100
90% Size of Sales Team
120+
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#1 MOBILE VIDEO ADVERTISING PARTNER
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Supersonic Vungle Tapjoy Applifier Google AppLovin Chartboost AdColony Facebook
A TOP GLOBAL PLATFORM FOR APP INSTALLS AT SCALE
AdColony is rated 3.5x higher than Google for providing app installs at scale
Source: AdColony Q1 2015 Top 100 Grossing Developer Survey
“Who are your Top 3 sources of driving user acquisition at SCALE?”
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SUPER BOWL HIGHLIGHTS – FEBRUARY 1-2, 2015
• Opera Mediaworks partnered with 2 of 3 Super Bowl app advertisers to drive conversions (installs) on mobile
• Super Bowl metrics: ü 14MM+ completed video views
ü 10’s of thousands of installs
ü 40M+ YouTube views
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"We've been extremely pleased having AdColony as a trusted partner in driving user
acquisition at quality and scale. Their support and service is unparalleled and this has been
true since we started the relationship over 3 years ago. Quality, innovation, and results
are all things we have come to expect from the entire team at AdColony."
Jimmy Lee Media Lead, Supercell
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BRANDING COMMERCE
ENGAGEMENT EARNED MEDIA
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Instant-FeedTM HD Native Video
• Announced in March 2014
• Democratizes native video to the rest
of the mobile ecosystem
• Brands can now reach consumers with
native video ads in environments
previously dominated by display
"The in-feed autoplay video format is coming…[and] AdColony beat Facebook to the punch.” - Steve Smith, Journalist
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NEED FOR A MOBILE-FIRST MINDSET / NATIVE VIDEO FUND
• Partner with brands and agencies to revolutionize the mobile creative process
• Create mobile-first, short-form video based on data-driven best practices
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NATIVE VIDEO FUND: MAKING HEADLINES
• ADAGE: “Brands have to figure out how to get people's attention on smaller screens.” - Tim Peterson, journalist
• ADWEEK: “…the creative was developed to be watched in eight to 10 seconds…the sweet spot for mobile video.” - Lauren Johnson, journalist
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“Opera Mediaworks' Fund enables us to reshape this process, not just for creation of
video assets for mobile, but to help drive the necessary education and shift in mindset to
properly approach this space.”
Adam Shlachter Chief Investment Officer, Digitas
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CONCLUDING THOUGHTS
The MOBILE category is exploding we are at the very beginning of the biggest platform transition in history (expected to be 10X size of PC desktop)
We are uniquely positioned to enable the broad mobile ecosystem (70%+ that is not social) with the highest quality ad experiences in the world.
Towering strength is Video
50%+ of our revenue, category with the fastest growth. No one else has Instant Play Technology nor delivering TV-quality experience at scale
Market leading innovation - combining technology and creativity Powering the biggest brands around the world
Diversified and balanced business between Brand and Performance Advertising that is global in scale
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Q & A