Mobile Advertising– the forgotten media !new & upcomming

Michael Buch Sandager

Ad-costs vs time spent

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Advertiser perspective

Brands wants to advertise on Brands

andthey want to hit

the right target group

Media consumptionis changing. Mobile is

the new black.Advertisers have

problems keeping up….

Buying is partly becoming

programmatic…but also offering new possibilities

We cracked the nut…

…of Premium mobile advertising

premium advertisers premium advertising premium publishers

Who is Michael Buch Sandager?

1991 – 2000 CEO, Filofax

1996 – 2000 CEO, SavannahMultimedia

2000 – 2006 Founder, SSG / iLoop MobileMobile contentSMS campaignsMobile landing pages

2006 – 2012 COO, MobiletechMobile InternetMobile Apps

2012 - CEO, adQuota

Mobile advertising

Chairman, Mobile Copenhagen

Chairman Emeritus, MMA Scandinavia

Michael Buch SandagerGroup CEOadQuota Int.

Mobile Marketing specialistBusiness development expert

Who is adQuota?

About us Mobile SSP – specialist in mobile advertising

The link between Publishers and Advertisers Founded in 2010 Leading mobile premium ad-network in the

Nordics, Baltics, Poland and Spain Sales office and UK Partners in DACH, Ireland, Turkey Fast growing revenue and expansion 65 employees HQ in Copenhagen and sales office in

London, Stockholm, Oslo, Madrid, Warsaw, Vilnius and Riga

Ad-operations and Tech development in Kiev, Ukraine

Well funded & owned by Torben Majgaard, (Founder, Ciklum) and NorthCap Ventures.

Madrid

Partner

Network

400+ Publishers

550.000.000 monthly impressions

200 monthly campaigns

10 countries

Global advertising market

Global ad spending

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Non-digital Digital

8,4%14,8%

23,3%31,0%

38,7%45,2%

50,9%Mobile share of digital

Danish mobile ad spend

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Mobile 2015: 17,9% of total ad spendand approx. 44% of digital

Denmark: Digital Advertising 2015

DisplayRich Media

32%

Search41%

Classified20%

Permission Marketing6%

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What is mobile advertising?

• Paid media

• Display

+ Rich Media and

Video advertising

• Involve different types of

targeting

• Intelligent and involving

• Call2action

• Made for mobile

What is mobile advertising?

• Paid media

• Display

+ Rich Media and

Video advertising

• Involve different types of

targeting

• Intelligent and involving

• Call2action

• Made for mobile

What is mobile advertising?

• Paid media

• Display

+ Rich Media and

Video advertising

• Involve different types

of targeting

• Intelligent and engaging

• Multiple call2action’s

Why is mobile advertising so powerful?

1. Where users are

Always with us

Hot and in

2. High engagement rates / CTR

Rich Media

3. Location based advertising

4. Targeting

- re-targeting

- external feed targeting

- audience targeting

Standard Rich Media formats

Scrolling

bannerPull Up

banner

Curtain

banner

Expand/swipe

banner

Expand to

full screen

Swipe

banner

Scratch

banner

Spinning

CubeInline

Spinning Cube

Spinning Cube

Store Locator

Store

Locator

Instant Store

Locator

Inline Video

Display

Inline Video

Footer

Inline Video

Header

Inline Video

Popup

HD Video

Display

Panorama

banner

Display

banner

Header &

Footer banner

Interstitial Popup

Banner

Corner

Teaser

Side label

banner

Case: Branche:

Bureau:

Retail

Irma A/S is a Danish COOP supermarket chain

with 81 outlets in large cities.

Irma focuses on high quality staple goods,

inspiring shops and especially good customer

service.

When Irma launched its new app, it wanted to

disseminate the message to as many people as

possible.

A banner then linked from the apps to a landing

page from where you could download the Irma

app. The app features Irma’s shopping hours,

the nearest Irma and different recipes.

CTR

2,33%The campaign was very successful and reached a click-through rate of 2.33 %.

Agency: OMD

IRMA, Display Banner

Case: COOP, Interstitial

November 2012

Campaign with 2 types of banner

- Expandable display

- Interstitial

Takeover gave us 30 times higher click rate! Those who initiated the campaign from an

Interstitial are 50 times more willing to sign up.

Impres-

sions

Click

Rate Clicks

Sign-

ups

Acquisition

rate

CTR CPA

Display 415.000 0,17% 706 102 0,02%

Takeover 229.000 5,30% 12.137 2250 1,0%

Cases: Stimorol, Rich Media

Campaign: Stimorol chewing-gum

Date: June-August 2014

Country: Denmark

Campaign: ”Dare to open your mouth”.

Agency: Carat

Creative: a Pull-up banner with video

Expansion rate: 13,93%

Video starts: 18.538

Video Completes: 7.076

Completion rate: 82%

Cases: AirBaltic, Rich Media

AirBaltic campaign

Spinning Cube

Swipe rate: 4,60%

Click rate: 1,01%

Total rate: 5,61%

Cases: Renault Captur, Rich Media

Renault Captur campaign

360 degree turn

CTR 4,6%

1.073 turned of the car

362 clicked TEST

248 clicked to find a dealer

Case: Tele2 / Samsung

Client: TELE2

Product: Zelta Zivtiņa

Campaign: Samsung campaign

Campaign was placed in multiple news and entertainment mobile sites of Latvia such as:

TvNet, Apollo, Sportacentrs, KasJauns, Nra, Spoki, etc.

Ad solution: Scratch banner 320x320

Preview: http://ej.uz/zz-scratch2

Creative agency: Not Perfect | Y&R Riga

Functionality: Scratching reveals image. After 2 sec next image was auto-loaded. After another 2 sec client site was auto loaded.

Results: Over 18 000 interactions. Average CTR 8,8%

Rich Media Advertising

Mobile Advertising has to be made for mobile!

• Ads in mobile format

• Ads preferably in different mobile formats or

HTML5 that adapts to different screen sizes

• Links to mobile optimized pages

Rich Media Advertising

Mobile Advertising has to be made for mobile!

• Ads in mobile format

• Ads preferably in different mobile formats or

HTML5 that adapts to different screen sizes

• Links to mobile optimized pages

Remember:

• You can include more call2actions

• Don’t be too intrusive

Count everything!

• Impressions and clicks

• Conversions, sign-ups, etc.

Call 2 actions…

• click2URL

• click2download (video, app, etc.)

• click to see video

• click2call, click2mail, click2calendar

• sign-up (test drive, appointment,

eye test, call-me-back, etc.)

• sign-up for competitions

• Facebook like

• Facebook, Instagram, Google+

or Twitter share

• store locator

• coupon

Targeting

Optimization through targeting

Various types of targeting on mobile:

• Targeting on media or section

• Targeting on platform, device manufactor, OS, operator

• Targeting on external info

Fx.: Weather, traffic, last-minute sale, etc

• Time- and frequency control, budget limit or limits on clicks

• Re-targeting

People who clicked before or visitors of certain websites

• Geo-targeting (location aware advertising)

With a geo-fence or geographic area

• Audience targeting

Precise demographic targeting

• Sematic or Contextual targeting

Targeting on Media or Section

adPacks

• Women• Men• Young people

• Business• Sports• Automotive

Technical Targeting

Platform Operating system

Device manufactorOperator / network

Apps or sites

Targeting on external information

• Ad for Premier ice-cream is only shown if the temperature is above 20°.

• Ad for Goodyear winter tires is shown only when the temperature is below 7°.

• Ad for a Travel Agency is shown only when the outlook is for rain.

• Ad for Benadryl is shown only when there is a Pollen alert.

Weather controlled advertising can be used across all advertising formats and publishers.

Frequency or limit control

Frequency control will eg. allow ads to be shown to a user across

the adQuota network only:

• Twice per day• Twice per week• Once per media• Etc.

Limit’s can be set based on date and time. Fx:

Ads shown only Fridays between 14 and 18 PM

Only on Tuesdays and Thursdays between 18 and 23PM

Limits can also be set based on maximum amount of CLICKs

per day or week

Limits can also be set based budget.

Eg. max spend per day is 100 USD

Re-targeting

Retargetingbased on visits to websites (cookie)

Retargetingbased on previousclicks (unique ID)

Geo-targeting

Geo-targeting

Advertising within a geo-fence.

• Could be a circle around a point

• Or anywhere within a defined number of points (coordinates)

• Could also be based in IP. Fx.: everybodu at a Trainstation, McDonalds, a bank, etc.

2015: Audience targeting

Precise demographic targeting. Eg.:

• Gender: Women• Age: 25-25• Family status:

Married with 2 children• Car: Golf• Household income:

> 50.000 USD• Interest:

Fashion and Fitness

What’s next?

Programmatic buying

Real-time-bidding

Programmatic buying

Buyers of advertisingAgencies and advertisers

Inventorywith floor-prices

adQuotaDSPs

Programmatic ad trading when single impressions are bought and sold in

real time through an auction

DashboardPlan and buy

Targeting/re-targetingDynamic pricing models

$$

$

$ $$

$

$

$

$

$

Programmatic buying

Publishers and Networks

with ad inventories

(ad spaces) to be sold to

advertisers

RTB platform

manages inventory of ad

spaces and float it to

advertiser for bidding

ADVERTISERS

AGENCIESusing a DSP

Advertisers and

agencies bid for those

spaces via

real-time auction

adQuotaNETWORK

RTB Platformby adQuota

e.g.$1.50

$1.20

$0.50

$0.80

$1.50 wins

Audience Database in 2015

adQuotaYield Management

Dashboard + UI

adQuotadirect sales

Publisher’s owndirect sales

adQuotaprogrammatic sales

adQuotaSelf-Service

Backfillingnetworks

adQuotaaudience database

Publishers’readershosted in silos

Direct sales vs Programmatic

Prices/Floor PricesPricing modelsInventoryFlexibility in the bookingTargeting/re-targetingTime to marketAd placements

Guaranteed deliveryLarge advertiser / agency responsibilityLack of ads Ad formatsUnique users

Guaranteed deliveryResponsibility for optimizationInventoryAdvise / counselling Targeting/re-targetingAll ad formatsAd placementsPricing models

Slightly more expensiveTime to market

RTB Direct

Two models that complements each other

Active customers

Finance FMCG Auto

Entertainment Travel Education

Telecom

Relevant, targeted and engagingmobile advertising

Publishers perspective

Publishers perspective

Circulation of printand advertising

revenue decreasing.

Desktop traffic is stagnant.Mobile and Tablet is

fast growing.

Less inventory per page impression= less real estate

..with low fill-rates

What all Publisher’s want…

Revenue optimization High fill-rates

The right customersBrand protections

High CPMs

Publisher control

Smooth processes

Answer for Publishers: Yield Management

adQuotaYield Management

adQuotaDirect sale

In-housePremium sale

adQuotaProgrammatic

adQuotaSelf-Service

Ad-exchanges

Backfillingnetworks

• Ad-server

agnostic approach

• 100% fill rates

• Optimized revenue

• Full control

Yield Management opportunities

adQuota Yield Management gives the Publisher a cool Dashboard to follow, and a UI to administrate and control

the revenue coming from mobile advertising.

Publisher can optimize the revenue from: best CPM/CPC per impression, best fill-rate or a balanced solution.

The revenue can come from:

- Publishers own sales

- adQuota’s direct sales

advertisers and agencies

- adQuota’s programmatic sales

- adQuota’s self-service

- Backfilling

Publisher can Yield Manage in-

house or adQuota can deliver

Yield Management as a managed

service.

Publisher can set special terms

for special clients in a “private

deal room”.

Price priority (best price wins the

deal), or priority/waterfall for eg:

- house-ads

- Publishers own sales

- adQuota direct sales

- Programmatic sales

White- and Blacklist on category,

brand, advertiser, agency, etc. set

on ad-placement level.

Controls who to sell ads to, and

who addresses whom?

Programmatic control:

- Publisher to set Hard/Soft

floor price on ad placement.

- System to intelligently adjust

floor price based on

automated Yield Management

analysis.

Platform will automatically check

for mark-ups in ads and reject

virus and malware.

Ad-zones hierarchy:

publisher -> channel ->

section -> page -> zone

…to summarize…

Summary

1. Mobile is where your clients are. Get there – but do it mobile optimized!

2. Use Rich Media rather than traditional display

3. Think mobile when planning your campaigns – and use different call2actions

4. Optimize using frequency control and technical targeting

5. Think Geo-targeting, Re-targeting or Audience targeting

6. Buy direct or programmatic

7. Count everything!

Good luck!

Thank youfor yourattention

adQuota Latvia

Michael Buch Sandager

Group CEO

ms@adquota.com

SkypeID: Sandager30

Maris Krasnikows

Country Manager, Latvia

maris.krasnikows@adquota.com

SkypeID: markils

Svetlana Arhipova

KAM, Latvia

svetlana.arhipova@adquota.com