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Mobile Display EcosystemA detailed introduction to the Mobile advertising
display space... Mobile Banner ads 101
AgendaIntroduction (15 min)Demo | Mobile Lumascape | Industry
Mobile Advertising (15 min) Advertiser | Publisher / Developer
Technology (15 min)Direct | Remnant
Ecosystem in detail... (30 min)
Questions? (15 min)
Introduction
Mobile is different... Cookies don’t work, Flash doesn’t work all the time, iOS has to go through approvals, the industry has been around since 2000 but only reach a $1B industry this year.
Introduction
InApp vs HTML5
Inapp requires a SDK, a price of code that has to go INSIDE the app in order the traffic ads
Issues arise when using many ad network SDK tom monetize the app
HTML5 is easier to serve, but has it’s own limitations
How is an ad Served? 320 x 50
320 x 480300 x 250
Mobile Online Adverting Ecosystem
Mobile Display Advertising From the Advertiser to the Publisher: 2 ways
Advertiser The Advertiser - Brands that buy ads to promote or sell the product/service etc...
The Agency - Most large Ad Buys utilize and agency to buy ads on their behalf
Agency Holding Companies - The 4 companies that own most agencies & control 80%+ of media spend across TV, News, Mag, Radio & Digital (including Mobile)
Publisher / Developer
Publisher / Developer - Typically the company that develops a single app or a company that develops a group of apps
Categories - Arts/Ent | Auto | Business | Career | Education | Family | Health | Food | Hobbies | Home | Law | News | Finance | Society | Science | Pets | Sports | Style | Tech | Travel | Real Estate | Shopping | Religion
Publishers typically are either mobile only (TinyCo) or cross platform (Zynga)
Goals
Advertiser Side - Goal to get highest performance / exposure to the ‘right audience‘ “Reach the right people at the right time in the right place”
Publisher Side - Goal to make the most money (highest CPM) from their ads, while still maintaining advertising integrity & user experience.
How are ads bought? Direct - Advertiser/Agency Buys Direct from the Publisher
Remnant - Advertiser/Agency Buys via a 3rd party (ad network/dsp) to run on the publisher
Almost all ads are bought via a process that includes a RFP (Request for Proposal) and then an IO (Insertion Order)
Some companies have moved to an Open IO
How Direct Ads Work
AdvertiserAd Side
Ad Server Pub SideAd Server Publisher
Best Buy DFA MoPub Office Jerk
Office Jerk wins an RPF from Best Buy
Best Buy signs an IO from Office
Jerk
How Remnant Ads Work (Ad)
Ad SideAd Server Publisher
DFA Office Jerk
Best Buy wants to target tech geeks
in urban areas
Best Buy Signs withTapad
Jumptap AdMobmore...
Buying Channels /
Data
TapadJumptap AdMobmore...
Pub Ad Server
MoPub
Advertiser
Best Buy
How Remnant Ads Work (Pub)
Pub SideAd Server Publisher
MoPub Office Jerk
Office Jerk is not sold out... some of the ads need to be filled
by ad nets...
Office Jerk SignsMoPub (RTB)
AdMobJumptapmore...
Sell Side Platform
MoPub
DSP /Ad Net
TapadJumptap
Advertiser
Best Buy
The Mobile Ecosystemin Detail
20 Categories, 100’s of companies & billions of dollars...
Taking Sides
AdvertiserAgencies | Ad Server | Creative Optimization | Media Planning | Trading Desks | Demand Side Platforms | Retargeting | Media Management
Publisher / DeveloperAd Server | Supply Side Platform | Publisher Tools | Ad Operations
Both Ad Networks | Horizontal, Vertical, Targeted/AMP, Performance Exchanges | Ad Verification | Measurement
AdvertisersAgencies | Ad Server | Creative Optimization | Media Planning | Trading Desks | Demand Side Platforms | Retargeting | Media Management
Agencies
4 Major Agencies control the majority (80%+) ad spend
WPP | Publicis | IPG | Omnicom
The agency holding companies represent hundreds of smaller agencies & advertisers...
Ad Side Ad Servers
When buyers buy, they want the control of using their numbers - they control this by using their ad server
Rich Media dominates the buy side at the moment
Not strong mobile players yet..
Demand Side Platforms
Demand Side Platforms are focused on helping the advertiser to buy inventory at scale and in real time. This has also resulted in more sophisticated targeting & real time changes
Many desktop DSP’s are looking into mobile but not doing much yet, mobile only DSP’s have sprung up
Publisher Ad Server | Supply Side Platform | Publisher Tools
| Ad Operations
Pub Side Ad Servers
No current standard for ad serving, there also isn’t a leading DFA solution that causes issues
mWeb is different than in app
MoPub is a ad server, SSP and RTB platform all in one
Supply Side Platforms
Supply Side Platforms are focused on helping the publisher to maximize CPM’s from Ad Networks.
AdMarvel and Mobclix were acquired
Most SSP’s wrap multiple ad network SDKs into 1 large mega SDK
Advertiser & PublishersAd Networks
Horizontal | Vertical | Targeted/AMP | Performance Exchanges | DMP | Ad Verification | Measurement
Ad Networks: Horizontal
Ad Networks have been around since the beginning of online advertising and they help ad buyers to get access to large amounts of inventory that would otherwise be too small
Ad networks dominate the Mobile ad buying landscape
RTB is just getting started, but many ad networks are moving towards RTB
Ad Networks: Vertical
These ad networks are focused on a location
Using lat/long that is specific to mobile
Still limited inventory
Data Providers
Data providers for the most part are focused on buying data from publishers and data sources so that they can then package that up to advertisers
Interesting to see how this used for advertising moving forward
The carriers have immense data sets and can link back to users
Business ModelsRevshare | CPM | CPA | Flat Fee | Fee + Usage |
Cost of Media
Business ModelsRevshare - Ad Networks & SSP’s
CPM* - AdServers & Exchanges
Flat Fee* - Analytics & Publisher Tools
Flat Fee + CPM* - Data Aggregators
Cost of Media - DSP’s & Creative Opt.
CPA - Advertisers buy this way
*May have setup fees and/or monthly minimums
Appendix
Ad Servers
MoPub MoPub is a Mobile monetization platform focused on helping publishers monetize via direct sales, real time bidding and ad network mediation www.mopub.com
DoubleClick Mobile DoubleClick Mobile is an ad delivery system for mobile websites that delivers dynamic, interactive ads to mobile web pages based on specific criteria as determined by you. www.google.com/doubleclick/publishers/mobile.html
MADS MADS delivers robust technology that powers the mobile advertising business of publishers, agencies and mobile network operators. www.mads.com
Mocean Mobile Mocean Mobile gives publishers and brand marketers of any size everything they need to efficiently run and profit from mobile advertising campaigns. www.moceanmobile.com
OpenX OpenX is the worldʼs leading independent provider of digital advertising technology that enables businesses to manage and maximize their ad revenue. www.openx.com
Rich Media
Crisp Crisp powers rich media advertising across all devices, Web browsers, and mobile applications, including cross-platform analytics. www.crispmedia.com
Mediamind MediaMind is a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced campaign performance. www.mediamind.com
MedialetsAs the most widely deployed rich media ad platform for mobile, Medialets helps you tap into the full mobile opportunity by enabling the most engaging and measurable rich media ads across the broadest range of publishers, networks and devices.
www.medialets.com
Phluant Phluant's expandable banner ad offers more real estate to deliver a higher impact ad with full rich media interactivity. www.phluant.com
AdVineSproutʼs AdVine is a cloud-based visual authoring software that enables advertisers, agencies and publishers to create fully customizable, engaging Flash and HTML5 ads without writing a single line of code.
www.sproutinc.com/solution/advine/
Celtra Celtra provides a Web based self-service platform for creation, ad trafficking, tracking and optimization of rich media mobile display advertising. www.celtra.com
Pointroll PointRoll enables advertisers, agencies, and publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile and social campaigns. www.pointroll.com/
Goldspot GoldSpot Media is the leader in scalable mobile rich media advertising solutions for all smartphones and tablets. www.goldspotmedia.com
Data Suppliers
NielsenNielsen metrics for mobile devices are already the market standard for market share, consumer satisfaction, device share, service quality, revenue share, advertising effectiveness, audience reach and other key indicators in the mobile marketplace.
www.nielsen.com/us/en/measurement/mobile-measurement.html
Verizon Cell phones, Apple iPhones, 3g smartphones, CPO/refurbished phones and cell phone plans with the best cell phone accessories at Verizon Wireless. www.verizonwireless.com
T-Mobile Deals for cell phones, 4G android phones, cell phone plan deals and 4G android tablet pcs for you and your family. www.t-mobile.com
PlaceIQ PlaceIQ transforms time and location into context. Extracting intelligence from the ever-increasing mass of location specific data being created www.placeiq.com
Bering Media Bering Media's unique privacy platform brings real-world targeting capabilities to the online advertising industry. www.beringmedia.com
comScore comScore is a global leader in measuring the digital world and preferred source of digital business analytics. www.comscore.com
AT&T AT&T is a leader in telecommunication services. www.att.com
Vodafone Vodafone is a global telecommunications company. www.vodafone.com
BlueCava BlueCava's device identification platform can be used for targeting advertising and fighting online fraud. www.bluecava.com
Collider MediaCollider addresses major obstacles in mobile advertising by helping companies identify formerly unknown audiences, target those audiences more efficiently and monetize inventory and campaigns more effectively.
www.collidermedia.com
OneRiot OneRiot delivers socially targeted mobile advertising campaigns for brands like The Gap, Toyota, AT&T and many more. www.oneriot.com
Ad Networks
Mojiva Mojiva is a super-easy, one-stop mobile advertising for advertisers and publishers to buy and sell mobile ads on their mobile websites.
www.mojiva.com
AdMob AdMob is one of the world's largest mobile advertising networks, offering solutions for discovery, branding and monetization on the mobile web.
www.admob.com
Jumptap Jumptap is the leader in targeted mobile advertising. Our data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms.
www.jumptap.com
TapIt! TapIt! is a global mobile advertising network with only one goal in mind: To serve the needs of our advertisers, publishers, and app developers better than anyone else.
www.tapit.com
Pulse360 Pulse 360 is a data-driven ad technology company satisfying the goals of performance-based advertisers using any pricing model - CPC, CPA, CPM - on high quality publishers.
www.pulse360.com
Amobee Amobee offers comprehensive mobile advertising solutions to the largest mobile operators, publishers, and advertisers. www.amobee.com
OutThere Media We are the first choice for mobile advertising enabling brands to reach their consumers over every mobile phone anytime, anywhere.
www.out-there-media.com
4Info Best known for powering top SMS publishers and providing the largest SMS ad network in the U.S., 4INFO is now delivering the highest mobile ROI per interaction for top publishers, mobile application developers, agencies and brands across all mobile
www.4info.com
Millennial Media Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences.
www.millennialmedia.com
Yoc Group (ubiyoo) YOC Group is one of the leading providers of mobile marketing, mobile advertising and mobile internet in the world. With the automated, performance-based blind ad network ubiyoo, we have an additional global media penetration of more than 1.1bn ad
www.ubiyoo.com
Velti Velti is a leading global provider of mobile marketing and advertising solutions that enable brands, advertising agencies, mobile operators, and media companies to implement highly targeted, interactive, and measurable campaigns by communicating with and
www.velti.com
MobFox MobFox, Mobile Advertising Platform, Monetize Mobile Traffic on iPhone, Android and Windows Phone 7. Run Mobile Advertising Campaigns worldwide.
www.mobfox.com
Enrich Enrich powers sales and operations across Europe, the Middle East and Asia that enable mobile advertising for Networks, Publishers and Media Agencies.
www.enrichmobile.com
GreyStripe Greystripe, a division of ValueClick, is the largest brand-focused mobile advertising network in the US by reach. Greystripe delivers the highest engagement and most sophisticated targeting for brand marketers, the maximum revenue for publishers and app
www.greystripe.com
InMobi inMobi is the world's largest independent mobile advertising network. www.inmobi.com
Microsoft Deliver unmatched audience reach and engagement www.advertising.microsoft.com/mobile-advertising
4th Screen 4th Screen Advertising is the world's leading premium mobile advertising network. We offer brands and advertisers more than just a click - we offer them engagement.
www.4th-screen.com
Epic Marketplace (formerly Traffic
Epic Marketplace helps top brands and agencies Engage, Persuade, Influence and Communicate with their audience, harnessing the power, scale and technology of tomorrow.
www.epicmarketplace.com
MobileFuse MobileFuse is a mobile ad network comprised of strategically selected premium sites and applications with a reach of 85 million uniques.
www.mobilefuse.com
madvertise The Mobile Marketplace in Europe. www.madvertise.com
BuzzCity BuzzCity is a global advertising network. Reach millions of consumers around the world on mobile phones and devices, and make use of our insights into key markets to drive your mobile internet strategy.
www.buzzcity.com
Adfonic Adfonic is a global mobile advertising marketplace. We provide advertisers with easy-to-use and intuitive tools to build, execute, monitor and control campaigns. We provide publishers with flexible tools and real-time reporting and analytics to maximise their
www.adfonic.com
Yahoo Drive your business through a combination only Yahoo! offers: the science to target an audience, the art to create engagement, and the scale to reach the right audience in meaningful numbers.
www.advertising.yahoo.com
Mobile Theory In the world of always-on, one-on-one mobile advertising, relevance rules. Mobile Theory empowers the world's top brands, agencies and publishers with technology, solutions and services to deliver advertising campaigns that engage and immerse.
www.mobiletheory.com
ZestADZ A Global Leading mobile advertising and publishing network. ZestADZ enables mobile ad solutions for mobile advertisers and publishers.
www.zestadz.com
Hunt Mobile Ads (Spanish)
HUNT Mobile Ads is the leading Mobile Advertising Network Company focusing on Latin American and Hispanic market. www.HUNTmads.com
Data Suppliers
Navteq (LocationPoint) AVTEQ creates the digital maps and map content that power navigation and location-based services solutions around the world www.navteq.com
Yellow Pages Find online Yellow Pages business listings, phone numbers, addresses, maps, driving directions and more in the YP.com online directory. www.yellowpages.com
Lat49 Lat49 is the online mapvertising system that brings geographically relevant advertising to users of online maps. www.lat49.com
xAd xAD is the leading mobile local search advertising network connecting more advertisers to consumers across mobile web, applications and devices. www.xad.com
AT&T AT&T is a leader in telecommunication services. www.att.com
CityGrid MediaCityGrid Media is an online media company that connects web and mobile publishers with local businesses by linking them through CityGrid®, its local content and advertising network.
http://www.citygridmedia.com/
NearbyAd (renamed Mobsmith)MobSmith, which was formerly known as NearbyAd, allows advertisers to execute rich campaigns that can be personalized and targeted using criteria such as a userʼs location, demographic, or publisherʼs content.
www.mobsmith.com
WhereWHERE, Inc. is North Americaʼs leading location media company. WHERE develops a range of location-based services, including mobile advertising as well as search and recommendation services.
http://where.com/locations/9z1fsemvcz7n/places
Mobile DSPʼs
[x+1] [x+1] helps marketers connect with consumers in more meaningful, actionable ways, delivering content and offers where theyʼre most relevant. www.xplusone.com
appnexus AppNexus is the most advanced platform for buying real-time online advertising. www.appnexus.com
DataXu DataXu offers the first real-time ad optimization platform for advertisers. www.dataxu.com
MediaMath MediaMath offers cross-exchange advertising management services and technology. www.mediamath.com
Turn Turn has developed the digital advertising industryʼs only integrated, end-to-end platforms for data and media management. www.turn.com
TapAd Drive significantly higher ROI with our real-time, data-driven audience technology solution. www.tapad.com
Invite Media Invite Media is developing media buying optimization technology for the display advertising market. www.invitemedia.com
StrikeAd The world's first mobile demand side platform, a single point where agencies and advertisers can plan, execute and evaluate all their mobile advertising. www.strikead.com
Fiksu Fiksu for Mobile Apps - The Leading Mobile App Marketing Platform for Acquiring Loyal App Users. www.fiksu.com
Agencies
Adnetik Adnetik aims to maximize an advertiser's investment in digital media through the use of sophisticated audience targeting and media trading. www.adnetik.com
Carat Founded in 1968, Carat has become the worldʼs largest independent communications specialist and the market-leader in digital media solutions. www.carat.com
Havas Digital Havas Digital brands provide data driven marketing solutions across all interactive channels: digital, direct response, relationship based media, and design. http://www.havasdigital.com/
Hill Holliday Hill Hollidayʼs purpose is to create a singular, resonant idea upon which a company can build business success that endures for years, even decades. http://www.hhcc.com/
BrandInHand Brand In Hand is a full-service, end-to-end mobile media and marketing company that serves global brand marketers and assists emerging media companies. http://www.brandinhand.com/
Joule Joule is an independent mobile marketing agency within GroupM, WPP http://www.jouleww.com/
Ogilvy International advertising, marketing and public relations agency founded in 1948. www.ogilvy.com
Cadreon Cadreon is a specialized marketing services platform that integrates technology, data and inventory to manage audiences for our clients. http://www.cadreon.com/
Vivaki VivaKi is an enabling community that catalyzes our brandʼs abilities to scale solutions in a personalized and connected world. www.vivaki.com
Omnicom Omnicom Group Inc. is a leading global advertising and marketing communications services company. www.omnicomgroup.com
Razorfish Helping companies build great brands and engaging experiences for consumers anywhere in the digital world. www.razorfish.com
b3 B3 develops and showcases creative talent - filmmakers, visual artists, musicians - from communities that are under represented by the mainstream. www.b3media.com
The Hyper Factory The Hyperfactory powers businesses and brands through the mobile medium. www.thehyperfactory.com
DraftFCBWith its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency to operate against a single P&L with one unified management team and no silos.
ww.draftFCB.com
Supply Side Platform
AdMeld Admeld provides the world's top online publishers with technology, expertise, and support to sell their ad inventory smarter. www.admeld.com
AdMarvel Mobile ad optimization used by the worldʼs largest publishers, agencies and carriers. www.admarvel.com
Burstly Burstly is an in-application advertising management tool to help mobile app developers optimize their ad space and inventory. www.burstly.com
Mobclix Apple iPhone analytics and the largest mobile ad exchange for your apps . Make more money with higher eCPMs and more ad networks. www.mobclix.com
Nexage Nexage is a mobile supply-side platform that optimizes revenue for publishers and developers in the mobile media marketplace. www.nexage.com
PubMaticPubMaticʼs ad monetization and management solution combines impression-level ad auction technology, the most comprehensive brand protection tools, and enterprise ad operations support to give the Webʼs premium publishers the most control over their revenue and brand.
www.pubmatic.com
RubiconThe company aims to help Web publishers monetize ad space that goes unsold by connecting them with hundreds of global ad networks to find the best source of revenue.
www.rubiconproject.com
Smaato Smaato provides Ads for Apps – operating the leading mobile advertising optimization platform called SOMA. www.smaato.com
