The Role of Technology In Mobile Advertising
Emmanuel Allix VP, MD Asia Pacific
May 2010"
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1. A Simple Explanation#
2. Advice and Avoidance#
3. ???#
Todayʼs 3Goals #
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C H A P T E R1#!"#$%&'(
P e r f o r m a n c e "
PRINT"
RADIO"
SEARCH"
TV#Media Comparison #
I M PA C T #C R E A T I V E #
WEB"
MOBILE#2005"
MOBILE#2010(
10x newspapers.#Over 2x TV.#Nearly 3x the Web.#
Global Mobile Device Sales "
P e r f o r m a n c e "
PRINT"
RADIO"
SEARCH"
TV#MOBILE#2015(
Media Comparison #
I M PA C T #C R E A T I V E #
MOBILE#2005"
MOBILE#2010(
WEB"WEB"
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CHAPTER 2#)*+$(,+-.#(,%/"0.(12.3"+0(
Media planning is an indirect science.#
Most media are a one-to-many approach.#
Mobile is a one-to-one advertising technology.#
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Millions of targeting options exist.#
The network effect is about scale and data.#
C O N S U M E R T A R G E T S #
C O N S U M E R T A R G E T S #
Target who we know for sure."
The network effect is about scale and data.#
Target who we know for sure."
Track feedback and obtain more data."
C O N S U M E R T A R G E T S #
We start with computer science.#
C O N S U M E R T A R G E T S #
Then combine computer science with applied mathematics.#
Target who we know for sure."
Track feedback and obtain more data."
Model consumers likely to fit the target."
C O N S U M E R T A R G E T S #
Scale, computer science, and applied mathematics equals…#
Target who we know for sure."
Track feedback and obtain more data."
Model consumers likely to fit the target."
More feedback and more data…"
Mobile Customer Discovery.#
C O N S U M E R T A R G E T S #
Target who we know for sure."
Track feedback and obtain more data."
Model consumers likely to fit the target."
More feedback and more data…"
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CHAPTER 3#9+$+?(9+$+?(+58(,%&.(9+$+(
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THE $6b BIRTH OF THE INDUSTRY: 2005 to 2009#Push based SMS & text. Mainly content players. Marginal creative impact.#
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Search Ads"Local Ads"Rotating Ads"Expandable Ads"Full Screen Ads"Video Ads"
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Search Ads Local Ads Rotating Ads Expandable Ads Full Screen Ads Video Ads
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The mobile advertising"Past and present"
Said another way…#
The mobile advertising"Present and future"
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THE $40b#MOBILE#AD LIFE#CYCLE:#2010#to 2013#Maturing technology. Engaging creative. Combined with data.#
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CHAPTER 4#<7&(1.0>F@.+&5"5;(G.$H%&-(
Ad networks look like four disconnected feature sets today.#
Your customer expertise, our technology.#
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Protecting the consumer experience is key.#
Successfully serving ~ 5,000 ads per second globally #InMobi: Smart decisions in < 10 milliseconds # Them: Slow, Rule-based, Unscalable #
Male#Age 28#
Sports#
Data#
iPhone#
Data#
Data#
Data#
Data#
Singapore#
Male ?#
Age 25 to 34 ?#
iPhone User?#
Sports?#
Singapore?#
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CHAPTER 5#4*+00.5;.#(<I.&3%:.(
Fragmentation challenges media planning.#
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Locate Store"
Comment"
Watch Review"
Download"
Mobile increasingly offers control and easier workflow.#
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M O B I L E #
INTERNET#
S E A R C H #
T V #
R A D I O #
P R I N T #
R E A C H # I M PA C T #C R E A T I V E # V I R A L # P E R F O R M A N C E #
G O O D # O K # B A D #
-#"
Targeting Is A Guideline, Not A Rule. Retain the Value of Mobile.#
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Traditional Media#
InMobi#
Sales & Targeted Reach#
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We find customers you didnʼt know you had. #
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We Learn On Our Dime, Not Yours. CPC (Not CPM) Means No Excuses.#
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How It Works "
Measurement is improving.#
Real time, automated, 24/7 reporting.#
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Mobile generates millions of targeting, creative, and measurement options. No Dumb Beacons.#
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Targeting change" Data feedback loop introduced"
ROI Optimization: The Creative"AdRoit™ achieved ~40% reduction in CPA.#C
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CHAPTER 6#W%7&(D7$7&.(
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1. A Simple Explanation#
2. Advice#
3. ???#
Todayʼs 3Goals #
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1. A Simple Explanation#
2. Advice#
3. Career Counseling#
Todayʼs 3Goals #
.!"
The first mobile enthusiast - John Wanamaker.#
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”!
John Wanamaker#1838 -1922#
.#"
Understand Mobile and Leverage itʼs Revolutionary Technology. Job Security.#
Make John proud. Be one of the people that knows which half.#
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The one-stop shop to over 100 million users in APAC#
The largest mobile ad network in Asia with #5.2 billion ad impressions per month#