WHYPERSONA-BASED MARKETING IS A
MUST
VP STRATEGY & APPSITAMAR BENEDY
NICE TO MEET YOU!
OVERVIEW
2008Founded in
Berlin
7Offices
Around the Globe
180Countries with Active
Campaigns
1BActive Users / Month
400BAd Impressions /
Month
+550Global Brands
& App Dev.
THE AVERAGE U.S CONSUMER SPENDS
2 HOURS, 42 MINUTES
A DAY USING THEIR MOBILE DEVICES
GROWTH IN DIGITAL MEDIA TIME SPENT IN MINUTES (MM)
Source: comScore
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Dec-13 Dec-14 Dec-15
Desktop Smartphone Tablet
+30% vs. 2013
+78% vs. 2013
-1% vs. 2013
# OF U.S. USER APP DOWNLOADS/ MONTH
Source: Quartz
0apps
1app
2apps
3apps
4apps
5-7apps
8+apps
65.5% 8.4% 8.9% 6.2% 3.7% 4.8% 2.4%
MOBILE AD SPENDING IS SET TO REACH
$100 BILLIONIN 2016
BUT USERS ARE CONCERNED ABOUT...
COLLECTEDDATA
INTRUSIVEADS
PRIVACYISSUES
AD BLOCKING APP DOWNLOADS:GROWING FAST
0
10
20
30
40
50
60
70
80
Source: Tune
%
%
%
%
%
%
%
%
%
SOMETHING GOES WRONG IN THE ADVERTISING WORLD...
PUBLISHERSADVERTISERS USERS
$
DO YOU REALLY KNOW WHO YOUR USERS ARE?
Geo location
In-app activity
Device type
OSversion
CAN YOU LEARN
YOUR USERS
BETTER?
YES!
tracking behavioral data for user-centric approach
using advanced machine learning technologies
How?
How?
MACHINE LEARNINGTHE SCIENCE OF TEACHING MACHINES
TO MAKE THEIR OWN DECISIONS
DEEP LEARNINGMACHINE LEARNING “ON STEROIDS”
COMPUTER VISIONAUTOMATIC EXTRACTION, ANALYSIS AND UNDERSTANDING OF
USEFUL INFORMATION FROM IMAGES OR HIGH-DIMENSIONAL DATA
What users like
What users do
What users dislike
When users do it
USE TECHNOLOGIES TO DEFINE…
IDENTIFY DATA YOU NEED AND...
PERSONAS
IS OPTIMAL TO START WITH
3-5
GO PERSONAL!
Gender: MaleAge: 18-26GEO: USA Interests: Tech, MobileOS: iOSTime active: 6 pm - 2 am
Channel
Time
Message
Frequency
Tech Savvy
IS PRIVACY AN ISSUE?
CONSUMER PERCEPTION: HOW MUCH DATA DO ADVERTISERS COLLECT
Source: Tune
No Answer
19%
Too Much/Everything
21%
None
30%
I Don’t Know
30%
PRIVACY POLICY
Be transparent
Inform about the gathering activity
Provide an opt-out option for your users
Avoid collecting personally identifiable information
AD FRAUD IS PROJECTED TO COST
$7.2 BLN GLOBALLY IN 2016
THE MORE PRECISELY TARGETED AD CAMPAIGNS YOU LAUNCH...
...THE LOWER CHANCES ARE TO ENCOUNTER FRAUD
Advertisers PublishersUsers
#
LET’S LOOK AT SOME DATA…
Itamar.benedy@glispamedia.com
linkedin.com/in/itamarbenedy
@BenedyItamar
benedy.itamar