From Buzzword to Mainstream:

Programmatic is Taking Over Mobile Marketing

Chris Shuptrine

Sr. Director, Product Marketing, Fiksu

2

Fiksu provides a complete solution

that precisely targets and reaches the

right mobile audiences at scale.

3

1,000 clients - 41 of the top 50 grossing apps of 2014 – 4B+ downloads

Fiksu Clients

4

2014 Marketing Word of the Year

Programmatic

5

What They’re Saying

In terms of digital revenue opportunities, we are positioning

Pandora to lead the transition in what we see as an

inevitable shift to mobile programmatic buying.

– Brian McAndrews, Pandora CEO, Feb. 2015

Growth of Programmatic Mobile Ad Spend

Source: eMarketer, Oct. 2014

Desktop

Mobile

2013 2014 2015 2016

$1.33B$2.92B

$4.44B

$5.62B

$8.36B

$6.52B

$14.15B

$6.26B

964% increase in mobile

programmatic ad spend in

just 3 years

6

7

So What Does Programmatic

Mean Anyway?

An automated process to make inventory placement

decisions, and execute on those decisions through

closed-loop feedback.

Closed-loop Feedback

Buy media

Measure performance

Adjust

Analyze

All done

in real

time

8

9

Data is the Foundation of

Programmatic Buying

First-party

Third-party

Personas

Social data

The more,

the better!

And Mobile Data is the

Best Data of All!

10

ID-based targeting

GPS hyper-local targeting

App behavior retargeting

Unique app data targeting

Device & OS targeting

11

Primary Mobile Programmatic Channels

TwitterRTB AdWordsFacebook

12

RTB: Most Synonymous with Programmatic

DSPs

evaluate

bid

DSPs

send bid

response

Bid

request

send to

DSPs

Exchange

receives

response -

winner

chosen

Exchange

notified of

impression

opportunity

Exchange

sends win

notification

User

visits app

Winning

ad shown

All This in Under 200 Milliseconds

13

Top Mobile RTB Publishers

14

But Programmatic on Mobile Isn’t Only RTB

Social inventory (specifically

Facebook and Twitter), can also be

bought programmatically, as can

inventory on Google AdWords

Automated Audience Segmentation

15

16

Mobile

Programmatic

Benefits

More predictability

Less time spent

Improved results

Better targeting

Greater scale

Lower costs

Better Targeting

Untargeted

Casino targeted

17

Spend

1.5x more

spend

Conversions

For one large casino game, targeted spend on RTB resulted in

dramatically better results than untargeted spend

CPI

5x more

conversions

3.5x lower

CPIs

18

$800K 1,500 100M 1.7M

Spend Micro-

campaign

s

Impressions Clicks

Greater ScaleIn just 6 days, Fiksu’s programmatic technology helped

a leading consumer electronics retailer:

Lower Costs

Before Programmatic After Programmatic

Result: 22% decrease in costs19

More Predictability

CPM

CPI

Conversion

Volume

20

Less Time Spent

The sheer number of changes, campaigns and

adjustments that would need to be managed

manually without programmatic technology would

take an incredible amount of time.

21

22

Case Study: Simpleprints

OverviewStoryTree’s SimplePrints app provides a fast and easy way to turn

photos from your iPhone into a printed photo book

GoalsGrow businesses with high quality users, generate large user

volumes during busy holiday periods

ChannelCampaigns on Facebook managed by Fiksu were the primary channel

for new user acquisition

23

Case Study: Simpleprints

Programmatic Optimization Technology Employed• Programmatic campaign management and optimization tools

• Programmatic budget management and allocation tools

• Creative optimization and testing tools

• Mobile measurement

Results• 70% growth in business in five months

• Nearly doubled volume while lowering CPI by 20%

• Doubled volume of high quality users during critical holiday periods while

maintaining costs within target range

Thank you

chris@fiksu.com

sales@fiksu.com

@fiksu