MOBILE MARKETING & ARTIFICIAL INTELLIGENCESandor Laczko, April 02, 2019

Henry Ford, 1863 – 1947

«Half the money

I spend on advertising

is wasted.»

«The trouble is, I don’t

know which half.»

TRADITIONAL

MEDIA BUYING

PROGRAMMATIC

MEDIA BUYING

THE RISE OF DATA

DATA

PROGRAMMATIC ECOSYSTEM

PROGRAMMATIC ECOSYSTEM

PROGRAMMATIC ECOSYSTEM

AI IN

MOBILE MARKETING

ITERATIVE MACHINE LEARNING PROCESS

Evaluate

Model

Train

Model

Extract

Features

Prepare

Data

ADVERTISING FUNNEL

AD VIEWABILITY

Mobile Ad Viewability:

IAB Definition

More than 50% of the Ad Pixels

are visible for at least

» 1 sec. (Static)

» 2 sec. (Video)

Viewability Rate

59,61%Viewability Rate

44,73%Viewability Rate

100,0%

AD VIEWABILITY

AD VIEWABILITY

FMCG Food Health & Cosmetics Furniture Electronics Financial Services Beverage Entertainment Beverage

CTR 0.22% 0.10% 0.35% 0.45% 0.37% 0.34% 0.30% 0.45%

vCTR 1.05% 0.29% 0.97% 1.10% 0.86% 0.68% 0.60% 0.70%

+479%

+302%

+276%

+246%

+234%

+198%

+198%

+157%

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

ADVERTISING FUNNEL

AD UNITS AS DATA PIPELINES

SHOWCASE: bit.ly/momako

REAL-TIME ENGAGEMENT TRACKING

AI-DRIVEN MOBILE MARKETING SOLUTION

CO

NV

ER

SIO

N

PR

ED

ICT

OR

AI TECHNOLOGY

AI-DRIVEN MOBILE MARKETING SOLUTION

AI-DRIVEN MOBILE MARKETING SOLUTION

Device: iPhone X

Gender: Female

Income-bracket: 150k+

Geo: Zurich, Switzerland

Persona: Shopper, Traveler, Mother, Soccer

In-market: new car

CASE STUDY

Product Launch: «Yallo Swiss»

Goal (KPI): Sessions on Landingpage

Targeting: Geo-Targeting (Post-Stores)

Cost Model: CPL (Cost per Landing)

CASE STUDY: SUNRISE - YALLO

50%

0%

20%

40%

60%

80%

100%

Conventional

DSP Buying

Optimized

by AdCTRL

LANDING RATE

50%

84%

0%

20%

40%

60%

80%

100%

Conventional

DSP Buying

Optimized

by AdCTRL

LANDING RATE

32%

0%

10%

20%

30%

40%

50%

60%

70%

Conventional

DSP Buying

Optimized by AdCTRL

SESSION RATE

32%

61%

0%

10%

20%

30%

40%

50%

60%

70%

Conventional

DSP Buying

Optimized by AdCTRL

SESSION RATE

THE POWER OF ARTIFICIAL INTELLIGENCE IN MARKETING

4

6

8

10

12

14

16

15

0%

im

pro

ve

mn

et

Development of impressions to session rate over campaign runtime

market average

Sandor Laczko, Co-Founder

www.adello.ai

THANK YOU