mDMP | BUILDING BUSINESS THROUGH AUDIENCES

Marketers need to know where to find the right customer to deliver them the

right message at the right time and place. With mobile users now spending

84% of their time in-app, it’s more important than ever to understand the

behaviours taking place in-app.

!At Addictive Mobility, we’ve been studying and analyzing in-app behaviour

and have the data to understand where your audience will be and when they

will be most receptive to your message. This is why we’ve created our mobile

data management platform (mDMP) to segment customer data allowing for

a more focused campaign strategy.

WHY USE A mDMP?

Big Data

mDMP

Targeting

1

Mobile in-app advertising requires a different strategy than online or mobile

web advertising. Tracking web users is traditionally done using cookies, which

are ineffective in-app as they cannot be used to identify a user across

different apps.

!Finding your audience in-app can be challenging as most apps do not have a

website equivalent that can be used to infer audience breakdown. Addictive

Mobility specializes exclusively in mobile in-app advertising, and we know

that the most effective way to market in-app is to identify the right user

through audience segmentation.

IN-APP VS MOBILE WEB AUDIENCES

vs

TARGETED

GENERIC

2

DELIVER THE RIGHT MESSAGE AT THE RIGHT TIME TO THE RIGHT AUDIENCE

No one wants to waste their media budget on eyeballs that will never convert !Marketers aspire to reach a 1:1 relationship with the customer, meaning the right ad and context delivered at the right time !It’s critical to understand not just who your audience is, but what they like and with mobile audiences… where they are throughout the day and when they will interact with your brand

3

01 02 03

Addictive Mobility captures 5TB of data daily, with over 100MM unique user profiles

Anonymous device data is stored and analyzed to provide engagement behavior and demographic profiling, as well as geographic and time-based metrics

True audience building must be done with accurate 1:1 data, then aggregated and sliced to create profiles of the users most likely to convert

BIG DATA IS THE SOLUTION TO FINDING THE RIGHT AUDIENCE

4

The majority of apps have an unique gender distribution but only 17% of first party app data contains gender information. When a device is shared, it can be more difficult to tie it to a gender. Using the complex algorithms our mDMP was built on, we accurately predicted gender in 75% of profiles.

GENDER TARGETING

17 MM reach

75 MM reach

100 MM USERS mDMP

75%

1ST PARTY DATA

1ST PARTY DATA

17%

5

Most mobile apps are used by distinct age groups. However, similar to gender targeting, age is difficult to determine when a device is shared. Based on the pattern of app usage combined with first party data, our mDMP increases accuracy from 5% to 45%.

AGE TARGETING

5 MM reach

45 MM reach

100 MM USERS mDMP

45%

1ST PARTY DATA

1ST PARTY DATA

5%

6

Geographic targeting can be achieved by either IP address, cell tower triangulation, beacons or GPS. First party geo data achieves 45% accuracy using a combination of these methods. Our mDMP only uses GPS data which improves accuracy to nearly 100%. GPS is the most scalable, and enables geo-fencing and geo-retargeting. It is also the least intrusive as it allows users concerned about privacy to opt-out.

GEOGRAPHICAL TARGETING

45 MM reach

100 MM reach

100 MM USERS mDMP

100%

1ST PARTY DATA

1ST PARTY DATA

45%

7

BEHAVIOURAL TARGETING

By using mobile device IDs to identify which ads were served to the same device on different apps, we can build a profile. From there, apps are bucketed based on the IAB 26 main interest categories to reveal a pattern of usage. Segmentation of this data allows users to be grouped based on those patterns to create a precise audience model. Our profiles are built around app usage, time spent on apps, day parts with high activity, and engagement with advertising.

8

UNDERSTANDING ADDICTIVE IN-APP BASED RETARGETING

Leveraging our mDMP data allows advertisers to extend their reach beyond their app without changes in code. By marketing on the other apps users regularly engage with, brands are able to re-engage previous app users. Advertisers can create customized messaging to drive their customer’s next best action. For instance, market ink to a user who recently purchased a printer. Our retargeting is able to collaborate with a brand’s CRM data without sharing personal identifiable information.

User sees your ad while in another app03

User installs your app onto their mobile device.

01 User leaves your app without completing your intended result.

02

User is engaged & returns to your app04

INTENTRE-TARGETING

TAG

CUSTOMERSDEVICE ID

YOUR APP

OTHER APPS

9

APPENDIX

GLOSSARY OF MOBILE APP TERMINOLOGY

Deterministic Modeling - Provides a result based on the cause and effect of specific actions

DSP - Demand Side Platform - Allows media buyers to manage ad inventory in one place

Geo Fencing - Draws a radius from a specific point and targets all users within that area, ie only serve ads within a metro area or conference event

Geo Retargeting - Captures the device IDs that entered a geo fence within a given time period and serves appropriate ads, ie continue the conversation once users have left the event

GPS - Global Positioning System - Satellite-based navigation used to pinpoint a user's device

mDMP - Mobile Data Management Platform - Segments customer data to allow more focused strategy

Predictive Modeling - Leverages statistics to predict an outcome; also known as Machine Learning

Probabilistic Modeling - Considers the randomness of phenomena and determines the likelihood of recurrence

SDK - Software Development Kit - A line of code within an app that allows ads to be served

UDID - Unique Device Identifier - The 40 character value that is attached to every mobile device

Contact us !info@addictivemobility.com http://addictivemobility.com/

TORONTO

!72 Fraser Avenue, Suite 201 (Liberty Village), Toronto, ON M6K 3J7 !T(+1) 416 535 0706 F(+1) 416 535 0709

VANCOUVER

!1199 West Hastings Street, Suite 800 Vancouver, BC, V6E 3T5 !T(+1) 604 629 8987

UK

!48 Charlotte Street, London W1T 2NS UK !T (+0) 20 3701 0370 M (+0) 20 3701 0372

DUBAI

!1406, JBC3, Cluster Y Jumeriah Lake Towers, Dubai, UAE !T (+971) 4 454 2608

@AddictiveAdTech

OUR CONTACT INFO

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