Mobile Advertising2014 Trends

@lichiwu

Who is Lichi?• Millennial Media – Singapore –

Publisher Director, JAPAC

• Foound & Chalkboard –

Singapore – Early stage startups

– Mobile app & Location Ad

Network

• AdMob – Singapore – Mobile

Advertising BD & Sales, APAC

• Google – US & SG – AdWords

(Search Engine Marketing)

$18B Business

$18B in 2014

$42B in 2017

What’s Driving Mobile App Economy?

Mobile Advertising

In-App Purchase

Mobile Advertising Is Growth Engine

Mobile Advertising

Paid Downloads

In-App Purchase

Brand Performance

Brand Advertising

Current Trends

RM

Video

Data

Programmatic

Video and Rich Media

Video Rich Media

Data

Device ID

(IDFA, AAID)Personal ID

(Email Address, Phone number, etc)

Ad Exchange

Programmatic

Technology-driven media purchases, optimizations

Rules-based media buys and

management

Automated media buys leveraging rules, data and

algorithms

* User interface that aggregates media across different sources

* Enables consolidated media purchases and reporting

* User interface that enables management of inventory for monetization across different demand sources

On The HorizonDeep Linking

•Bridging app silos

•Setting the stage for m-commerce

Native Ads

•Containers that blend in visually and contextually to surrounding content

How To Be Successful?

•Do what you do best, design a product the market wants and grow a large audience (remember Data)

•Don’t make mobile advertising an afterthought. Design ads into product flow

•Leverage advanced formats – Video and Rich Media

•Pick a partner that scales globally

Thank You!

Email

lichi@GoogleAlumni.com

Twitter

@lichiwu