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PARIS - NEW YORK - LONDON - SO PAULO - SINGAPOREHOW TO GET THE BEST FROM YOUR MOBILE AD-STRATEGY AND AVOID PITFALLS WHILE PROTECTING YOUR BRAND?
African Cristal Festival oct 3rd
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The Mobile of Everything in numbers.
Frenetic usages
$72B worldwide revenues in 2015
E-marketer: includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging
$ 31 B
NORTH AMERICA
$ 25 B
ASIA PACIFIC
113 min 66 min 146 min149 min
$ 14 B
EUROPE
$ 2 B
LATAM
Mobile 1st
$ 0.35 B
MEA
Highly popular apps and mobile sites are driving frenetic usages and audiences in billions. `A generation media has popped up in a few years. 260M Mobile Internet users in Africa, 200M use Social Networks
soon to outpace the fixed Internet ecosystem and expected to top
$72B worldwide revenues in 2015 for Mobile internet ad spend Worldwide* 200B expected by 2019
LaTam / Middle East Africa still little but fast growing.3-digits ytoy growth2
In 2016mobile ad spend will exceed $100 billion USD globallyE-marketer, April 2015
accounting for more than 50% of all digital ad spend.
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Confidential Reproduction prohibited without prior authorization4Today, Mobile is about purchasing,not just about researching and gaming
37% of e-retail transactions from Black Friday through Cyber Monday were made on smartphones and tablets
People are not at all afraid to drop major money shopping on mobile devices
Mobile is now a sales channel. Its a fact. Advertisers must consider it.
02/10/15
PROBLEMMOST MARKETERS ARE MAKING DECISIONS BY ASSUMING THAT MOBILE IS DESKTOP LIKE.
THEY WILL BE EITHER LUCKY OR WRONG
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Brands are wrong by thinking that mobile is like web. When 40% of their online traffic is Mobile and less than 1% of their sale are mobile, you know somethings wrong!
Cookies dont work properly on mobile, you cant rely on them. Its an APP World. Cookie based Technologies are outdated.
02/10/15
MARKETERS NEED A COMPLETE CONTROLCreative
DMP to organize 1st & 3rd party data and optimize algorithms
AdServing
Intelligent bidding platform
Tracking
Analytics
Ad verification & Anti bot Viewability & engagement
S4M created a mobile native ad tech including:-Intelligent Building platform to manage custom audience and clusters-AdServing to control the adverification-Tracking to measure the mobile engagement on the right KPI-AnalyticsTHAT MOBILE NATIVE FULL STACK IS RUNNING FOR MRC CERTIFICATION.
The more we run a mobile campaign for an advertiser, the more we collect data to feed our Algorithms within the DMP.
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Juggles with audiences
plays retargeting scenarios and crafts dynamic messages
Mobile trader
30%Optimization ROI Campaign
TO ENTER THE VIRTUOUS CIRCLE OF PERFORMANCEbuilding predictive algorithms as a crucial marketing asset.
A mobile trader has all the information to optimize a mobile campaign!
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AWFULLY COMPLEX Mobile media is
casting a shadow over its technical maturity.
Time has come to OPEN the black box, share TRANSPARENCY, and build TRUST.
CampaignAdVerification allows you to control
Delivery
Location
Targeting
Indicators available :Countries, citiesOS name, OS versionDevice type, brandReferrer, mobile site audience, and category (IAB)Carrier*Time slot*Connection type*Brand Safety *
* Next release
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BRAND SAFETY
VIEWABILITY
TARGETING
Ads need to be seen by
HUMANS!
In relevant ENVIRONMENTS
By the right AUDIENCE
Hopefully, MRC & IAB guidelines and accredited SaaS tracking platforms may finally deliver trusted audiences, for marketers to get what they paid for.
Your ad need:
1/ to be seen by humans
2/ in relevant environnements
3/ by the right audience
Campaigns may run on inadequate environments
*S4M viewability based on the 100% loaded ad + we are experimenting a 100% Html5 display to provide
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DATA IS NOT JUST ABOUT RELIABILITY IN DELIVERING ADSIt is also about user experience efficiency
NATIVE EXPERIENCE
DATA TELLS A STORYTARGETINGTRACKING
Data is not just about reliability in delivering adsThese experience datasets tied together with media performance will bolster the much anticipated mobile creative revolution
NATIVE EXPERIENCEGesturesLocationCompassAccelerometerVideo3DMicrophoneCameraCalendar, call, mail
DATA TELLS A STORYLocalizationTimeWeather
TRACKINGViewability ExperienceEngagementConversionProduct availabilityLocal price comparisonCRM Coupons
TARGETING & TRADINGCapingFirst PartyRetargeting
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TO MEASURE THE ENGAGEMENT OF MOBILE USERSFROM A TRUE IMPRESSION TO A LANDING PAGE
Reluctants
Involved
CLICK
Case StudyRenault KADJAR campaign (June 2015)
Custom audience, format & viewability optimisation
Renault enters Cross Over segment late after key competitors (Nissan Qashqai) Contribute to building the Dare to live brand territoryTarget audience: 25-49 y/o; AB+CONTEXTAPPROACHVIEWABILITYBranding campaign through high quality formats Audience clusters targeting and retargeting around Extreme Sports, Outdoor, Nature Ensure full transparency on Ad Verification
11,5M requests9,7 M impressions paidS4M Viewability Criteria100% loaded + 1sec9,7 M loaded
19K SavingsTrue Impressions True Value
Cliquez pour modifier
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Viewable Impression
Visit(App / Mweb)Click
Pay only for High Quality KPIs100% Loaded+1 secNet of bots, fraudulent clicks, fat fingersLanding pageFully Loaded+1 sec(deeplink)Video
>50% seen
Viewable impression = 100% loaded + 1SecVideo: we track completion rate Click: net of bots, fraudulent clicks, fat fingers Visit = Landing page 100% loaded + 1SEc Visit vcould either on a Mweb site or on apps. Thanks to Deeplinking, search redirects automatically to a page inside the app without passing by the stores/
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Christophe [email protected]
THANK YOU!