From Buzzword to Mainstream:

Programmatic is Taking Over Mobile Marketing

Benjamin Hansz

VP of International Client Management, Fiksu

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Fiksu provides a complete solution

that precisely targets and reaches the

right mobile audiences at scale.

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1,000 clients - 41 of the top 50 grossing apps of 2014 – 4B+ downloads

Fiksu Clients

Growth of Mobile Ad Spend in Israel

Source: ZenithOptimedia, June 2014

Desktop

Mobile

2013 2014 2015 2016

$13.9M

$139.9M

$22.2M

$149.6M

$31.9M

$157.9M

$41.6M

$167.6M

200% increase in mobile spend in just 3 years

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2014 Marketing Word of the Year

Programmatic

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What They’re Saying

In terms of digital revenue opportunities, we are positioning

Pandora to lead the transition in what we see as an

inevitable shift to mobile programmatic buying.

– Brian McAndrews, Pandora CEO, Feb. 2015

Growth of Programmatic Mobile Ad Spend

Source: eMarketer, Oct. 2014

Desktop

Mobile

2013 2014 2015 2016

$1.33B$2.92B

$4.44B

$5.62B

$8.36B

$6.52B

$14.15B

$6.26B

964% increase in mobile

programmatic ad spend in

just 3 years

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So What Does Programmatic

Mean Anyway?

An automated process to make inventory placement

decisions, and execute on those decisions through

closed-loop feedback.

Closed-loop Feedback

Buy media

Measure performance

Adjust

Analyze

All done

in real

time

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Data: The Foundation of

Programmatic Buying

First-party

Third-party

Personas

Social data

The more,

the better!

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Primary Mobile Programmatic Channels

TwitterRTB AdWordsFacebook

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RTB: Most Synonymous with Programmatic

DSPs

evaluate

bid

DSPs

send bid

response

Bid

request

send to

DSPs

Exchange

receives

response -

winner

chosen

Exchange

notified of

impression

opportunity

Exchange

sends win

notification

User

visits app

Winning

ad shown

All This in Under 200 Milliseconds

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RTB: Top Publishers

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But Programmatic Isn’t Only RTB

Social inventory (specifically

Facebook and Twitter), can also be

bought programmatically, as can

inventory on Google AdWords

Automated Audience Segmentation

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Programmatic

Benefits

More predictability

Less time spent

Improved results

Better targeting

Greater scale

Lower costs

Better Targeting

For one leading brand, an RTB mobile web campaign

with persona targeting enabled resulted in 230% higher CTR

and 420% higher CR

For one large casino game, targeted spend on RTB resulted in

3x more conversions per $1 spent, and 72% lower CPIs

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Greater Scale

In just 6 days, Fiksu’s programmatic technology helped

a leading consumer electronics retailer:

Run 1,500+ micro-campaigns

Gain 100 million impressions

and 1.7 million clicks

Lower Costs

Before Programmatic After Programmatic

Result: 22% decrease in costs19

More Predictability

CPM

CPI

Conversion

Volume

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Less Time Spent

The sheer number of changes, campaigns and

adjustments that would need to be managed

manually without programmatic technology would

take an incredible amount of time.

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Improved Results

Cost per returning

user

Number of returning users

8X

1X

4X improvement

3X improvement

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Case Study: Simpleprints

OverviewStoryTree’s SimplePrints app provides a fast and easy way to turn

photos from your iPhone into a printed photo book

GoalsGrow businesses with high quality users, generate large user

volumes during busy holiday periods

ChannelCampaigns on Facebook managed by Fiksu were the primary channel

for new user acquisition

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Case Study: Simpleprints

Programmatic Optimization Technology Employed• Programmatic campaign management and optimization tools

• Programmatic budget management and allocation tools

• Creative optimization and testing tools

• Mobile measurement

Results• 70% growth in business in five months

• Nearly doubled volume while lowering CPI by 20%

• Doubled volume of high quality users during critical holiday periods while

maintaining costs within target range

Thank you

benjamin@fiksu.com

sales@fiksu.com

@fiksu