Post on 25-Jan-2015
description
2/8/2013
1
What Mobile Advertising Platforms
can do for Advertisers and Networks
Note: Includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets – in billions
2011 2012 2013 2014
$0.8
2015 2016
$1.7
$4.3
$8.4
$2.7
$6.4
Source: eMarketer, Dec 2012
Mobile ad spending in Western Europe 2011-2016
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
2/8/2013
2
Inefficiencies in the mobile advertising market
Ad spend per media Time spent per media
TV Print Web Radio Mobile
Source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
43%
29%
40%
6%16%
22%11%
9%1%
23%
2011 US ad spending vs. consumer time spent using media
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Welcome to thejungle!
2/8/2013
3
And all the roadswe have to walk
are winding
And all the lightsthat lead us there
are blinding
2/8/2013
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At least we getgreat results!
Don‘t we?
Status quo of mobile app marketingNo useful tracking, no optimization
Campaign CPI CPX 2CPX 1InstallsCPCClicks
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
2/8/2013
5
//
/
/
/
/
CPI
ActiveUser
CP
Registration
Let’s look at advertisers KPIsEvery campaign should be tracked
OrderBooking
IAP Subscription
/Search
/Reorder
/CPC
/CTR
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
...and the KPIs of ad networksUnderstanding their business model
Blind
Ad impressions
Premium Blind
Premium
Low CPC
CPC
CPM
RevenueAd networks optimize
campaigns to maximize ad revenue per impression
(eCPM)
$$$
$$
$
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
2/8/2013
6
Introducing app marketing platformsOptimizing results for both advertisers and ad networks
3. Mobile Advertising Platforms
2. Ad Networks1. Advertisers
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
The daily routine of mobile advertisersMultiple ad networks, complicated tracking & opaque reporting need a
lot of time, money and effort to handle
More ad networks…
SDK Integration
SDK Integration
SDK Integration
SDK Integration
CPC CPD CPA
0,07 1,50 ?
CPC CPD CPA
0,07 ? ?
CPC CPD CPA
0,07 ? ?
CPC CPD CPA
0,07 2,00 ?
More SDKs… More reporting dashboards
INSTALLS
COST PER USER
Many tracking SDKs necessary Unclear reporting No optimizationFragmented market
Steps toadvertise
an app
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
2/8/2013
7
INSTALLSCOST PER USER
Life with a mobile advertising platformPlatforms make mobile app promotion easy and reduce CPI by 70%
One tracking Clear reporting OptimizationAggregated market
CPI reduction by 70%
Universal tracking SDK
CPC CPD CPA
0,07 1,50 3
0,07 2 2,5
0,09 1 2
0,07 0,5 3
0,06 0,5 2,8
Steps toadvertise
an app
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Get transparency about your campaignTrack all campaigns in detail and understand where your valuable users come from
• Universal tracking for all ad networks and media sources (1 SDK/S2S)
• One easy-to-use analytics dashboard to manage all campaigns
• Detection of fraud & inefficiencies, i.e. detection of double announcements
• Automatic traffic quality analysis
• 100% campaign transparency (from publisher to custom in-app-conversions)
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
2/8/2013
8
Harness thepower of data
Optimize your ad spend & maximize usersA huge data-jungle with millions of campaign data cannot be mastered manually
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
CP
I w
ithout optim
ization
Ad n
etw
ork
-le
vel optim
ization
Clic
k fra
ud
pro
tection/b
lacklis
ting
Ca
mp
aig
n-
pa
ram
ete
r-le
ve
l o
ptim
iza
tio
n
31%
Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks.
Overall CPI
reduction of 70%
on average.
Level 1 Level 2 Level 3 Level 5
14%
13%
Publis
her-
leve
l optim
ization
12%
Level 4
2/8/2013
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Set campaignoptimization to
autopilot
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Benefits for ad networksSatisfied customers lead to further engagement
t
Increase absolute budgetsIncrease fill rates
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
t
2/8/2013
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Benefits for advertisersMore active users, lower CPI
All delivered with ease of buying and maximum transparency
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Benefits for the whole marketMaximum transparency, zero inefficiencies
� Leverage international traffic
sources
� Improve business critical
KPIs
� Identify performance drivers
� Provide market transparency
� Leverage international
advertiser base
� Attract new-to-mobile budgets
� Drive mobile marketing
investment
� Maximize yield of ad inventory
For Advertisers For Networks
2/8/2013
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Ready to rethink mobile?