Embed Size (px)
Citation preview
#MAU2016
1
Mobile UA 2.0: Three Trends in Mobile Marketing for 2016 and Beyond
Eric Benjamin Seufert - Heracles
#MAU2016
Er ic Benjamin Seufer t
PRESENTATION TITLE TEXT
#MAU2016
Er ic Benjamin Seufer t
PRESENTATION TITLE TEXT
#MAU2016
Er ic Benjamin Seufer t
PRESENTATION TITLE TEXT
Formerly:
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYÜber Points:
#MAU2016
STATE OF THE APP ECONOMYÜber Points: - People aren't downloading many apps;
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYÜber Points: - People aren't downloading many apps; - Large companies own disproportionate amount of mobile
time;
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYÜber Points: - People aren't downloading many apps; - Large companies own disproportionate amount of mobile
time; - Smartphone sales are driven by replacement in the western
world.
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYÜber Points: - App discovery is driven completely by marketing;
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYUS MOBILE AD SPEND:
2015: $32BN2016: $44BN2017: $53BN2018: $61BN2019: $69BN2020: $77BN
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYÜber Points: - App discovery is driven completely by marketing; - Saturation in the app economy has limited the "pull" factor for
discovery and rewarded developers that are capable of "pushing" people into apps (either via direct response ads or intent-driven search).
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMY
#MAU2016
STATE OF THE APP ECONOMYThesis:- The app economy is saturated, installs are driven by
advertising;
#MAU2016
STATE OF THE APP ECONOMYThesis:- The app economy is saturated, installs are driven by
advertising; - Sophisticated mobile user acquisition is table stakes for
participating;
#MAU2016
STATE OF THE APP ECONOMYThesis:- The app economy is saturated, installs are driven by
advertising; - Sophisticated mobile user acquisition is table stakes for
participating; - The largest developers are increasingly driving discovery
through non-direct advertising.
#MAU2016
THREE TRENDS
#MAU2016
THREE TRENDS1) Increasing importance of cross-device attribution;
#MAU2016
THREE TRENDS1) Increasing importance of cross-device attribution;2) Growing importance of fraud detection / prevention;
#MAU2016
THREE TRENDS1) Increasing importance of cross-device attribution;2) Growing importance of fraud detection / prevention;3) Dominance of video.
#MAU2016
CROSS DEVICE ATTRIBUTION
#MAU2016
CROSS DEVICE ATTRIBUTION- Programmatic buying is growing on mobile;
#MAU2016
CROSS DEVICE ATTRIBUTION
#MAU2016
CROSS DEVICE ATTRIBUTION- Programmatic buying is growing on mobile; - Second-screen ad campaigns, video-first ad campaigns,
and TV ad campaigns are becoming more important for developers;
#MAU2016
CROSS DEVICE ATTRIBUTION
#MAU2016
CROSS DEVICE ATTRIBUTION
#MAU2016
CROSS DEVICE ATTRIBUTION- In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;
#MAU2016
CROSS DEVICE ATTRIBUTION- In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI; - Deterministic matching will further accelerate development of
walled gardens.
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad
fraud they can't combat;
#MAU2016
#MAU2016
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad
fraud they can't combat; - It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies:
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad
fraud they can't combat; - It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies: - Technology Solutions (high cost, high impact);
#MAU2016
GROWING IMPORTANCE OF FRAUD DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers; - Many advertisers are surrendering precious margin to ad
fraud they can't combat; - It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies: - Technology Solutions (high cost, high impact); - Relationship Solutions (low cost, medium impact).
#MAU2016
DOMINANCE OF VIDEO
#MAU2016
DOMINANCE OF VIDEO- Video is becoming the dominant format for quality traffic on
mobile;
#MAU2016
DOMINANCE OF VIDEO
#MAU2016
DOMINANCE OF VIDEO- Video is becoming the dominant format for quality traffic on
mobile; - Not only that, but it's the format of new inventory:
#MAU2016
DOMINANCE OF VIDEO- Video is becoming the dominant format for quality traffic on
mobile; - Not only that, but it's the format of new inventory:
#MAU2016
DOMINANCE OF VIDEO- Video is becoming the dominant format for quality traffic on
mobile; - Not only that, but it's the format of new inventory:
- A video strategy is critically important not only to advertisers but to publishers;
#MAU2016
DOMINANCE OF VIDEO
#MAU2016
DOMINANCE OF VIDEO- Video is becoming the dominant format for quality traffic on
mobile; - Not only that, but it's the format of new inventory:
- A video strategy is critically important not only to advertisers but to publishers;
- Native, seamless video ad placements are becoming important sources of revenue for developers.
