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The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
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Madan Sanglikar Cofounder & MD @maddyisms @ad2campaign
In the next 15 minutes ….
1. Background: Mobile Advertising – current Status
2. The Problem: Why is Mobile Advertising not getting enough support?
3. The Solution: What roles are platforms playing?
4. Happy Ending: How can brands tackle this situation?
MOBILE ADVERTISING: CURRENT STATUS
Mobile Penetration in SE Asia
Smartphone & Tablet Users
PLUS ALL THE WONDERFUL ADVERTISING THAT YOU CAN DO ON MOBILE ….
WHY MOBILE ADVERTISING GETS LESS THAN 1% ATTENTION?
1. No Audience Measurement
2. Device Complications
3. Complex Sales Ecosystem
4. Technologically Imbalanced
Industry is building exper1se in Programma1c Buying
Brands s1ll experts In Reserva1on Buying
HOW DOES PROGRAMMATIC BUYING WORK?
This is where the Machines come into the picture …
Lets Take inspiration from Sports & Online Stock Trading
Basics of RTB
Effec%ve Ads
Effec%ve Pricing
Real Time Deals
SIMPLE So how can Brands take advantage of this?
Get your own Machine to deal with these machines
Set up a Marketing Platform (DSP) Ac%onable Learning
RTB
Na1ve Ads
Track
Billion
s of D
ata Po
ints
INTRODUCING AD2CAMPAIGN
Ad2campaign for Marketers
DSP/ RTB
Rich Media Suite
Track & Measure
Procurement • Automated buying via RTB • Audience Targeting & Re-Targeting on Mobile
Delivery • Single source serving across multiple networks &
publishers - Banner Ads & Rich Media Ads in 20+ formats
Attribution • App Installs, In App & On Site Events, Activations,
Leads, Costs & Revenues • By source, device, OS, screen, operator,
geography etc.
CRM & Analytics • Campaign Analytics • In App Analytics • Segmentation Based Push Notifications*
Delivered on the Cloud Robust & Scalable • AWS Implementation
Online Real Time Analytics • By Hour, By Day, By Week, By
Defined Time Period
Both sides of the Funnel • Not just Cost but Revenue too
Metrics by..
Source
OS Screen Device
Operator Geography* Creative
*In progress And more..
ACTIONABLE DASHBOARD
CASE STUDIES
Yahoo! Cricket
Pla>orms: Android Installs : more than 10X per day
Promo1on Strategy: Paid
CPD Range: < $0.50; Over 56% cost reduc1on
Ad-‐Networks Content Partner
5,000+ daily ac%va%ons of Aircel users Only
Content Type – Subscrip%on & Event: Music, Games, Video &
Wallpaper, CRBT
Subscrip%on packs: USD 0.05 -‐ 2 CPA: USD 0.12 -‐ 0.20
Pack ROI > 200% All subscrip%on on Double/Triple OPT-‐IN
Aircel
Single Interface to monitor costs &
Revenue
Real %me performance op%miza%on
Competitive advantages
Made for Mobile
Single interface for
App AND Mobile Web
tracking
Actionable Analytics:
Measure & Procure
Local presence for
custom support
THANK YOU Any questions?