The Mobile Advertising Landscape
-
Upload
hop-sweeney -
Category
Documents
-
view
21 -
download
2
description
Transcript of The Mobile Advertising Landscape
The Mobile Advertising Landscape
Jan, Uzma, Sahana, JxMS&E 239
Overview of the mobile marketing landscape
Traces a path from the marketer to the consumer
Specifically, all channels in a mobile platform
Agencies Provide marketing communications
services Consultation on
◦ Branding and Identity◦ Advertising◦ Corporate marketing◦ Media expertise
Communications campaigns
Agency Trading Desks
Internal team of an agency Monitor and execute
campaigns across the Exchange landscape◦ Buy and sell display inventory
utilizing the DSP within that agency.
Ensure that ideas are efficiently delivered across media platforms
Integrates technology, data and inventory to manage audiences.
Criticism
Identify Segmentation Strategy
Determine Inventory pools to reach audience
Leverage tools
Media Agencies
Helps communicate with consumers
Identify business issues, markets and consumers
Clients’ media investment is evaluated and accountable
ROI is key
Strategic Results system
Multiple Vendor formats
Integrated system for buyers to satisfy their demands in the Mobile Landscape
Demand Side Platform (DSPs)
Demands
Publisher Advertiser
Monetize their mobile web content
Reach potential customers
DSPs (Companies) StrikeAd was set up in 2010 to
satisfy the global need for a streamlined media planning and buying environment on mobile
StrikeAd Fusion - It lets media buyers create and deploy global mobile advertising campaigns
StrikeAd Engage – StrikeAd EngageTM offers media planners a complete managed service to get their mobile campaigns up and running
[a•mo•bee] offers comprehensive mobile advertising solutions to the largest mobile operators, publishers, and advertisers
Customers include zynga, ebay, Google, skype, Nokia, Barnes & Noble and mozilla
They are backed by Sequoia Capital, ACCEL, Globespan Capital, Cisco, Motorola and Telefonica
Real Time Bidding Exchanges
Create market liquidity by connecting buyers and sellers together through a real time bidding platform
RTB Exchanges (Companies) Connects more than 25
online, video and mobile ad networks
Serves and monetizes more than 3,280 ad requests per second or 8.5 billion ad requests per month
Has served 33 billion ad impressions on more than 100 million unique smartphone devices
Real-time bidding will be a multi-million dollar business in the next five years.
Eight of the top 15 ad networks, are increasingly tapping AppNexus (comScore, June 2010).
No ad network is dominant◦ There are at least 10 ad networks in the US alone.
No one really knows what ad network is biggest◦ Any figures you read about market share or
revenue are estimates, if not pure guesswork. Mobile ad networks are not created alike
◦ Choose a partner that suits your requirements, target market, geography and budget.
Mobile Ad Networks
Source: mobithinking.com
Mobile Ad Networks (Companies) Acquired by Google in Nov,
2009 for $750m Ads can be targeted to
specific sites or you can browse their channel categories including categories like communities, contextual search, entertainment, etc.
All ads are run on an auction-based pricing system
AdMob clients include ESPN, CBS, Geico...
Launching in 2008, Mojiva is headquartered in New York and offers a team with experience from Google, AdMob, DoubleClick, Microsoft and Motricity
Mojiva provides more than 750 million unique users worldwide and executions that can run across every device and tablet, mobile site and app.
mCRM/Data Used for integrated management of
relationship with customers ◦ mobile marketing◦ mobile sales force automation◦ mobile customer service.
Convenient and speedy communication between organizations and customers
Used in situations where conventional communication channels and the Internet fail to expand customer relationships
Typical activities Single View of the Customer:
◦ Create persistent customer identifiers on existing data, providing you a logically integrated view of consumers.
Marketing Central Nervous System: ◦ Create the synapse that sends and receives
signals about customer behavior, and then intelligently recalibrates based upon what they do or don’t do.
mCRM/Data
• Data analytics
• Customer Relationship Management
Social targeting
Real-time analysis
Financial/Credit-based CRM
Mobile Mkt/Msg Layouts for mobile campaigns Voting, trivia, branded media Ad formats SMS based, rich media
Mobile Mkt/Msg
SMS based
Rich MediaAudio/Video
Measurement/Analytics Understanding how customers engage
beyond the initial download or site visit is essential to the success of mobile marketing efforts.
Measure how customers use or engage with mobile channels
Measurement/Analytics
App -based
Cross-media
Rich Media Ad platforms for serving rich media Build, serve and track rich media ads HTML5 based Interact with Agencies, Publishers and Ad-
creators
Rich Media
Yield Out/SSP Optimizes ad inventory for publishers to
maximize revenue Tracks revenue and performance from ads
across networks Provides supply-side platform
Yield Out/SSPLocalized
Marketplace
Infrastructure
NaaS (Network as a Service)◦ Monetizing assets and functionality
within networks◦ Billing, location, messaging and voice
communications Virtual Operators Clearinghouses for providers
◦ ISP’s, mobile networks, cable networks, VoIP
Aggregators
Text-messaging Ads◦ Brand messages ◦ Interactive coupons
Interoperating of disperate technologies (roaming, BI, etc.)
First P2P mobile video solution Mobile commerce enabling VIDEO
Ad Servers
Automated ad buying cycle◦ Management of ad inventory (publishers)◦ Increased purchasing efficiency ◦ Minimized unsold publisher inventory
Advanced functionality◦ Sequencing ads so users see messages in a specific
order◦ Excluding competition so users do not see
competitors' ads directly next to one another◦ Displaying ads so an advertiser can own 100% of the
inventory on a page (Roadblocks)◦ Targeting ads to users based on their previous
behavior◦ Targeting specific IP-addresses i.e. targeting specific
individuals or companies
Q & A
Mobile website tools
Extending websites to mobile devices
SaaS platform◦ SMS/MMS Ads◦ Mobile Coupons with POS integration