ENGAGE 2015 - Inn-App Retargeting On Mobile Devices The Way Forward - Addictive Mobility Presentation

Confidentiality & Proprietary Notice By viewing the following, you are in acceptance that no part of this material may be reproduced in any form or by any means, electronic or mechanical, including photocopying and recording, for any purpose without the express written consent of Addictive Tech Corp, In adaptation, due to the proprietary nature of Addictive Tech Corp and other information enclosed herein, this proposal may not be shown to any third party without the prior written consent of Addictive Tech Corp

Naveed Ahmad - CEO

MAR. 2015

TARGETING TODAY’S MOBILE CONSUMER

WWW.ADDICTIVEMOBILITY.COM 2

ABOUT US

2010 Toronto, Canada Vancouver, Dubai, London

Founded Head office Satellite Offices Worked with!

250+ of the Fortune!500 Brands

Access to global!In-App inventory

Specialization within !the In-App!

Advertising

Consistently!Outperform!

Industry performance!benchmarks

Proprietary!state of the art

technology platform

OUR DIFFERENTIATIONS

TARGETING• App Retargeting • Geo targeting & Geo Retargeting • Gender and Age targeting • Audience Behavior profiling.

Enhanced In App targeting methodologies

BUSINESS INTELLIGENCE

• Comprehensive Real Time Reporting Dashboard • Measuring user engagement beyond CTR metrics • Leveraging Data visualization tools to provide campaign insights

Transforming ‘Mobile Data’ into relevant data based on KPIs

CREATIVE

• Develop cutting edge Mobile Rich Media execution to ensure client engagement • Deliver all mobile ad creative formats ( Video, Rich Media, Native Ads,etc ) • Provide creative analytics and advisory for mobile first execution

Transitioning Brands to a 'Mobile First' creative execution


NO MAGIC BULLET, OR ONE SIZE FITS ALL FOR DIGITAL ANYMORE

The digital budgets are too big, the mindset has clearly shifted and the innovations are fast and furious.


BRAND DOLLARS ARE NOW BEING CHASED IN ALL DIFFERENT WAYS

BRAND

$

We are not saying that these Large players are not critical to a media buy, what we are saying that technology allows less dependence on your Frenemy and transitions you the agency from not just media buying but to an innovation specialist for your Brand.

SOCIAL PLATFORMS

MEDIA AGENCIES

SAAS PLATFORMS

DIGITAL CONSULTANTS


http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4

MOBILE USERS ARE EXCEEDING DESKTOP USERS ON THE WEB


MORE DETERMINISTIC DATA IN APP THAN MOBILE WEB

APP

DIFFERENT DNA

description Data Inapp (%) Mweb (%)application bundle or package name (e.g., com.foo.mygame). This is intended to be a unique ID across multiple exchange app_bundle (== site_domain) 90.66 87.76

IAB categories category 99.98 100app or site id id 100 100app name app_name 100 100publisher object publisher 100 100For QAG 1.5 compliance, an app store URL for an installed app should be passed in the bid request. app_storeurl 50.04 0version of the app app_ver 82.87 0blocked top- level domains of advertisers. For example, {“company1.com”, “company2.com”}. badv 70.83 33.03devices carrier device_carrier 68.71 0.02do not track info device_dnt 52.91 0.07unique device id device_dpidmd5 52.91 0unique device id device_dpidsha1 98.05 0.06device info extensions (provided by the exchange if it has extra info) device_ext 51.95 4.99language setting on the device device_language 87.15 97.15device make (e.g., “Apple”) device_make 75.41 48.75device model (e.g., “iPhone”). device_model 75.41 48.75device operating system (e.g., “iOS”). device_os 99.93 94.81device operating system version (e.g., “3.1.2”) device_osv 99.93 94.81apples unique id for advertisers ext_idfa 51.2 0city geo_city 99.63 99.96GPS latitude geo_lat 41.8 0.99GPS longitude geo_lon 41.8 0.99province, state, etc geo_region 87.31 82.7zip code geo_zip 36.65 32.4domain of the site, used for advertiser side blocking. For example, “foo.com”. site_domain (== app_bundle) 90.66 87.76object containing user information: user 24.83 87.76male or female user_gender 7.55 0comma separated list of keywords of consumer interests or intent. user_keywords 24.25 87.76year of birth of the user user_yob 6.81 0

WEB


http://marketingland.com/study-despite-time-spent-apps-win-mobile-web-just-important-114407

Time spent by category : Browser vs. Application October 2014, All smartphones.

Source: comScore data via IAB

ALMOST 90% OF MOBILE INTERNET TIME IS SPENT IN APPS


http://www.forbes.com/sites/roberthof/2014/08/27/study-mobile-ads-actually-do-work-especially-in-apps/

MOBILE APPS VS.MOBILE WEB

http://www.businessinsider.com/mobile-web-vs-app-usage-statistics-2014-4


DELIVER THE RIGHT MESSAGE AT THE RIGHT TIME TO THE RIGHT AUDIENCE IN-APP


• Only 17% of first party app data contains gender

• However, the majority of apps have unique gender distributions

• Employing a complex algorithm to cleanse the data set, 70-80% consistent accuracy can be achieved

GENDER TARGETING


AGE TARGETING

• Apps do show distinct age groupings

• Similar to Gender targeting, age is difficult to tie to any device that is shared

• Based on the pattern of app usage combined with first-party data, accuracy increases from 5% to 45%


• Online behaviour can usually only identify the site before and immediately after a user interacts

• Using the device IDs to identify which ads were served to the same device on different apps, a profile can be built

• By grouping IAB categories in 26 main interests, apps can be bucketed to reveal a pattern of usage

• Segmenting the data allows users to be grouped within those patterns, resulting in a precise audience model

• Profiles are built around app usage, time spent on apps, day parts with high activity, and engagement with advertising

BEHAVIOURAL TARGETING

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GEO TARGETING

13

Scale

Prec

isio

n

Beacon

IP Address

Cell Tower Triangulation

GPSAccording to one of the largest

mobile SSP 45% of all global in-app GPS data is

accurate.


TRUE TARGET REAL-TIME OPTIMIZATION

MACHINE LEARNING

DATA

ENGAGEMENT

TIMELOCATION

INTEREST

51,986,365 Bytes per second

In-App audience profiles are built using a combination of both probabilistic data (referenced data) as well as deterministic data

(known data or 1st party data).APP ENGAGEMENT

USER INTEREST AD SERVEDSOCIAL BEHAVIOURAL TARGETING


THERE WILL BE A STRONGER COLLABORATIVE EFFORT BETWEEN THE BRANDS, AGENCIES AND

VENDORS


As m-commerce and mobile store fronts become a focus for Global Brands, Brand mobile applications have become a key strategic initiative. The challenge today for mobile applications is to remain `top of mind' with their consumers. In-App Retargeting provides the solution for these brands to re-engage these consumers in a subtle and non-obtrusive manner.

RE-TARGETING

In-App!RE-TARGETING

+BRAND

APP

PROXIMITY TARGETING

BRAND APP


AUDIENCE EXTENSION

+

Your customers have many apps on their phone. Embedding Addictive Re-Targeting tag in your app to improve targeting.

BRAND APP

Advertisers are spending millions of dollars to re-vamp their CRM to create a real-time, meaningful message.

Data Analytics E-commerce

CMO CIO

Marketing comm.

Agency

Vendor+

Next Best Action


RE-TARGET YOUR ADS ON THE APPS YOUR CUSTOMERS ARE USING

CUSTOMERS

INTENTRE-TARGETING


DATA DRIVEN CREATIVITYWILL CREATE A LASTING IMPRESSION


EVOLUTION OF CREATIVE AD FORMATS


NATIVE Ads

• BI Intelligence forecasts native ad spend to hit $7.9 billion this year (a 69% increase from 2013) and reach $21 billion by 2018

• In a study by IPG Media Labs and Share-through, subjects were 25% more likely to look at a native ad than they were at a banner. Consumers also looked at native ads 53% more frequently

Source: http://www.mediapost.com/publications/article/245070/why-native-advertising-is-a-no-brainer-for-publish.html


• Performs best in driving user engagement and time spent interacting with the brand.

!• Ad engagement remains in-app, creating a seamless user experience and endorses positive brand recognition.

RICH MEDIA EXPANDABLE / INTERSTITIALS


• Video has made big inroads into our lives in 2014 and brands such as John Lewis have fully grasped its potential by creating the fantastic #MontyThePenguin Christmas ad that had UK audiences talking for weeks

• Performs best in creating brand awareness and driving brand engagement.

• 15 second videos see a higher completion rate than :30 or :60 sec video

VIDEO Ads


KEY TAKEAWAYS

• In-App inventory is dramatically different than online and mobile web !

• Brand focused utility and loyalty apps will have significant traction moving forward !

• Brands are investing heavily in combining their CRM data with Media Buying !

• Technology specialization in mobile advertising is required !

• Delivering the right messaging is as important as finding the right audience

WWW.ADDICTIVEMOBILITY.COM

THANK YOU

@addictivelabs

https://www.linkedin.com/company/addictive-mobility




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ENGAGE 2015 - Inn-App Retargeting On Mobile Devices The Way Forward - Addictive Mobility Presentation