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THE MOBILE FIRST DSP
May 2015
2
AGENDA
‣ Introductions
‣ The Big Bang– Mobile Rising
‣ The netADge adVANtage
‣ Demo and Q&A
‣ Next Steps
3
THE BIG BANGMOBILE RISING
4
ANYTIME, ANYWHERE, ANYPLACE, ALWAYS ON
SPENDING TIME WITH FAMILY
22%
LYING IN BED
67%
IN THE BATHROOM
19%
WAITING FOR SOMETHING
47%
WHILE SHOPPING
15%
WHILE WATCHING TV
39%
AT SOCIAL GATHERINGS
15%
WHILE COMMUTING
25%
5
MOBILE TOUCHES EVERY POINT OF PURCHASE CYCLE
INFLUENCED YOU TO BUY
VIA YOUR MOBILE
14%
INFLUENCED YOUR
IN-STORE PURCHASE
11%
CAUSED YOU TO
RECONSIDER
A PRODUCT
13%
HELPED YOU FIND SOMETHI
NG NEARBY
26%
PROVIDED YOU WITH
A BETTER OPTION
23%
INTRODUCED YOU TO SOMETHIN
G NEW
42%
6
MOBILE OFTEN OUT-PERFORMS PC ADS
Average CTR,
Finance
Industry
Mobile Ads
39
%
Non-Mobile Ads
9%
7
MARKETPLACE IS CONSOLIDATING
8
IN-APP ADS TO SURPASS PC DISPLAY ADS BY 2017Online Advertising and Mobile App Revenue in Key Countries:* 2013
to 2017
Source: App Annie
* Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom, & United States
** Other PC Advertising includes online rich media, video, and classified advertising
Source: IDC
IND
EX
ED
RE
VE
NU
E
PC Online Display
Advertising
Mobile Display
Advertising
Mobile In-App
Advertising
50
25
0
2013 2017
1.3x 3.7x 3.8x
2013 2017 2013 2017
9
MOBILE MESSAGING IS THE NEW SOCIAL MEDIA
* Messaging apps: WhatsApp, Messenger, LINE, WeChat, Social apps: Facebook, Twitter,
Linkedin, Instagram
2,500
2,000
1,500
1,00
500
0
MIL
LIO
NS
OF
US
ER
S
4Q11 4Q12 4Q13 4Q14
Big 4 Messaging Apps Big 4 Social NetworksMessaging Apps Are on
the Brink of Overtaking
Social Networks in User
Numbers*
BI Intelligence
10
US MOBILE AD SPEND SPANS ALL VERTICALS
$370 $770
$4 090
$2 200
$1 850
$1 680
$1 260
$1 250
$1 140
$1 540 $370: Health & Pharmaceuticals
$770: Other
$4,090: Retail
$2,200: Finance
$1,850: Automotive
$1,680: Telecom
$1,260: CPG
$1,250: Travel
$1,140: Technology
$1,540: Media & Entertainment
$ MILLIONS
TOTAL: $17.73 BILLION
11
MOBILE AND VIDEO DRIVE RTB GROWTH
$2,9 $3,8$4,9
$6,5 $7,1 $7,5$0,1
$0,5$1,4
$2,9
$4,9
$6,8
$0,1
$0,5
$1,1
$2,0
$3,1
$3,9
$0,0
$2,0
$4,0
$6,0
$8,0
$10,0
$12,0
$14,0
$16,0
$18,0
$20,0
2013 2014E 2015E 2016E 2017E 2018E
Desktop Display Mobile VideoForecast: Real-Time Bidding Digital Ad Sales (U.S.)
Note: Includes directly and indirectly sold ad inventory
Source: BI Intelligence Estimates, IDC
BI Intelligence
12
WHY BUYERS LOVE MOBILE RTB
Lower CPMs Speed Targeting
EFFICIENCY
13
TRENDS AND OBSERVATIONS‣ Mobile advertising doubled its share of spend in last 12
months
‣ Better tracking and increases in rich media/native/in-stream advertising, private marketplace/direct deals and cross-device tracking are driving growth
‣ RTB and better performance metrics also driving growth.
‣ Mobile-first native formats are more engaging and perform better than banners across all audiences
‣ Mobile now considered a layer across all channels rather than a channel
‣ Time to give mobile more focus is NOW
14
THE NETADGE ADVANTAGE ?We’ve thought of eVERything.
15
BACKGROUND‣ Mobile technology company founded in 2003
‣ Largest and fastest growing mobile DSP in France
‣ Over 100 billion impressions per month,
‣ Data Centers in Europe and America.
‣ Scalable, SAS platform with open APIs
‣ Open RTB, M-RAID and VASt compliant
‣ Leader in geo fencing and weather personalization
‣ Simple fee structure
‣ Opening NYC office in Q1 2015
16
THE MOBILE DSP THAT’S ALSO A DMP‣ Manage, host and analyze
campaign data
‣ Open APIs allow easy extraction, ingestion and management of 1st party data, 3rd party data and list management
‣ Create your own targeting segments
‣ Model and target look-a-likes
17
TARGETING & RETARGETING MADE EASY
Create as many segments as necessary for targeting and/or retargeting using first party data:
‣ Either extracted IDs from previous campaigns (viewers, clickers or event clickers and whatever tagged events are requested)
‣ Or IDs ingested from advertiser’s own CRM
18
RIGHT TIME, RIGHT PLACE, RIGHT MESSAGE
In addition to content, device, user, language, location, OS and other established criteria, netADge provides over 40 filters, including day-part, geo-fencing and weather targeting*.
*
19
AGNOSTIC CONVERSION TRACKING‣ Supports all 3rd party trackers and
macros available on the market, either through certified integrated processes or open APIs
‣ ROI tracking and redirect ad serving, either through the 3rd
parties enablers certified integrated process or using neADge’s open S2S easy connect interface
20
FLEXIBLE APPROACH TO AD AND CONTENT DELIVERY‣ Customers control the operation of the algorithm according
to their priorities: time, frequency capping , volume and / or KPI
‣ Serves all certified mobile ad creative units and calls-to-action:
• Banners
• VAST Video
• Private Marketplace
• Rich Media (3rd party certified)
• HTML-5
• Native
• Click to Call
• Drive to Store
• App Install
21
ROBUST REPORTING AND OPTIMIZATION‣ Machine learning drives efficient optimization of audience,
creative messaging and pacing across CPMs, CPCs, CPIs and CPAs for campaign duration
‣ Forecasting, inventory avails, post campaign analytics and other advanced features are supported either directly or via partnership
‣ Granular dashboard tracks everything
22
UNSURPASSED GLOBAL REACH
Billions of IMPYear
1000+
Numberof Countries
120+
23
UNRIVALED EXPERIENCEWORLD WIDE
Campaigns
5000+
Customers
300+
24
+
PREMIUM AUDIENCE AND INVENTORY PARTNERS
25
THE NETADGE ADVANTAGEAUDIENCE • Apps 1st
• Global inventory and large volume
TRACKING • Manufacturers ID’s management
• Compatibility and certification on multiple trackers
SEGMENTATION • Demo
• Behavioral
• Interest
• Mobile/tablets and Apps vs. sites
• Mobile OS’s
• Geo-fencing (Lat/Long) = Place
• Environmental
• Advanced Day parting = Moment
PERFORMANCE • Budget pacing
• Frequency capping
DATA • 1st party data injection, extraction and management easy
• 3rd party data open, Click on (TV synch), TvTY and Exelate coming Q1
RETARGETING • Manufacturers ID’s recognition and management
• List and segment creation
OPTIMIZATION
ALGORITHM
• Suitable for “mobile first” variables
FORMATS • Mobile sizes including banners, interstitials, “click to frame”, rich media (HTML5
MRAID) , native ads and videos (VAST)
• 3rd party CMS certification like Celtra
REPORTING AND
STATISTICS
• Real time reporting
• Statistics dashboards for optimization
• Predictive data