Mads solution presentation. Make more money quicker and easier

April 2013 – Inside Digital Advertising 1

MADS Digital Advertising Solutions


MARKET TRENDS: US

US mobile advertising spending grew 178% last year to $4.11 billion and spending is expected to rise a further 77.3% to $7.29 billion in 2013.


MARKET TRENDS: ECOSYSTEM

‘The mobile ad ecosystem is more fragmented than the desktop ecosystem. In mobile advertising, the rules of the road change with different combinations of device, wireless operator, and operating system’


MADS VALUE PROPOSITION

MADS defragments the mobile marketing ecosystem by allowing inventory owners (supply) to connect directly to brands (demand), reducing complexity in the entire ad creation and delivery process and allowing all stakeholders to extract more value from each ad impression

Inventory owners

MADS allows inventory owners to monetise their assets in a more efficient manner earning them a higher eCPM (revenue per 1000 impressions) by:

▶  Better marketing of inventory through easy to understand indexing and classifications

▶  Increased value of the audience (end-user base) through user profiling and segmentation allowing for better targeted campaigns

▶  One single ad solution across all channels

Advertisers

▶  Easier access to multiple ad inventory spaces across channels, devices, and audience segments

▶  Better and more effective targeting of audiences ▶  Easier creation of rich media ads using intuitive

graphical user interfaces and relevant templates as starting points

▶  Better tracking of status and results of campaigns along the entire ad process

MADS value proposition to

clients


WHY CHOOSE MADS?

Deliver an agile, high performance, high availabiliy, high featured, easy to use platform from the cloud with great customer support and new features monthly

Target and deliver advertising across all inventories

•  By enabling all inventories across Desktop, Tablet and Smartphone thru a single platform

•  Being able to target and deliver all media, like text, images, rich media, video, sms and mms

Promise Client benefit

Measure, analyze and report everything

•  Track every interaction from end users with our solutions and convert data into knowledge and understanding through One insightful and easy to use web interface

Defragment complexity and reach

•  Remove device, inventory and channel complexities and aggregate to One reachable audience

•  Reduce advanced rich media advertising formats to simple to use templates and drag & drop wizards

Collect, unify and make addressable all end user data

•  Advanced user behavior and profiling algorithms allow for unifying and enriching of unique end user data in One CRM database for targeting across channels and inventories

Easy to integrate and use solutions

•  “Software as a Service” and designed to be used “self-service” through intuitive web interfaces though global redundant data centers

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Enabling Connections Across the Value Chain.


SOLUTION OVERVIEW

MADS enables publishers to generate more revenues quicker and more efficient by connecting multiple demand sources true one platform with full transparency and control across all channels

Bra

nds A

udiences

Campaign Manager

(Ad Operations) Advertisers & Agencies

Trading Desks

Demand Side Platforms

Ad Networks & Exchanges

Desktop Inventory Manager

(Ad Placements)

Ad Manager (Creative Management

& Ad Studio)

Analytics (Knowledge & Insights)

Audience Manager

(User Profiling & Segmenting)

Yield Manager

(Network Fill & RTB Auctions)

Analytics (Knowledge & Insights)

Tablet

Smartphone

Connected TV

Game Console

Bid Manager (Trading Desk)

ROADMAP

April 2013 – Inside Digital Advertising

PUBLISHERS PYRAMID OF MONETIZATION

By finding, monitoring and optimizing the mix between premium, audience and performance, publishers can maximize their revenues across all inventory channels

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Premium Spot Buys ▶  Based on guaranteed reach / spots / premium content ▶  F500 advertisers ▶  CPM based pricing, approx CPM EUR 2 - 10 ▶  Basic & Rich Media advertisements

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RTB Audience Reach Buys ▶  Based on audience reach and/or performance ▶  F500 & Local (brand) advertisers ▶  CPM & CPC based pricing, approx eCPM EUR 0,50 - 4 ▶  Basic & Rich Media advertisements

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Networks Performance ▶  Based on performance ▶  Local, apps, content & lead generation ▶  CPC based pricing, approx eCPM EUR 0,20 – 2 ▶  Basic Media and text advertisements

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Networks Conversion ▶  Based on conversion ▶  App installs, m-commerce & lead generation ▶  CPA/CPI based pricing, approx eCPM EUR 0,20 – 1 ▶  Basic Media and text advertisements

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▶  Non-Guaranteed

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HOW RTB DIFFERS FROM DIRECT SPOT BUYS

For marketers that want to run display ad campaigns, choosing between direct channels and real-time bidding (RTB) platforms might seem a little unclear at first

Direct Channel Buys RTB Buys

Targeting ▶  Audiences

Supply ▶  Guaranteed

Workflow ▶  Manual ▶  Programmatic

Pricing ▶  CPM ▶  eCPM

Vs.

▶  Channels

Accessibility ▶  Complex ▶  Easy


Extreme Localized Personalized Segmenting.


Campaign Manager

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CAMPAIGN MANAGER

Create, run, analyze and optimize direct sold campaigns with precise reach, extreme targeting and razor-sharp placement of ads from brands and agencies

Key benefits of using the Campaign Manager

▶  Configure and run direct sold campaigns across desktop, tablet and smartphone

▶  Designed by and for ad operations teams who manage and optimize large number of campaigns on a daily basis

▶  Query tool to find and understand future availability of ad placements

▶  Target campaigns against a long list of properties, including publisher own CRM data, MADS calculated user profiles and segments and 3rd party data/segments

▶  Target campaigns based on GPS location, accurate to 25 meters (apps only)

▶  Target based on applications installed on phone (apps only)

▶  Have access to real-time analytics on campaign progress and performance

▶  Ability to export, share and email reports with all campaign stakeholders

Scheduling & Parting

Prioritizing

Capping & Limits

Targeting

Budget Control

Creative Sequencing

Availability Forecast

Analytics

Placement Targeting

Location Targeting

Device Targeting

Audience Targeting

App Targeting

Re-Targeting

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Campaign Manager

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CAMPAIGN MANAGER

Create, run, analyze and optimize direct sold campaigns with precise reach, extreme targeting and razor-sharp placement of ads from brands and agencies

Scheduling & Parting

Prioritizing

Capping & Limits

Targeting

Budget Control

Creative Sequencing

Availability Forecast

Analytics

Placement Targeting

Location Targeting

Device Targeting

Audience Targeting

AppContext Targeting

Re-Targeting

▶  Placement Size/IAB Name ▶  Placement Type ▶  Placement Category ▶  Content Country ▶  Content Category ▶  Ad Network Name ▶  Publisher Name ▶  Channel Name ▶  Placement Name

▶  Device Brand ▶  Device Model ▶  Device User Agent ▶  Browser Name ▶  Browser Version ▶  OS Name ▶  OS Version ▶  Screen Width ▶  Screen Height ▶  Connection Type ▶  Display Orientation

▶  Country ▶  City ▶  Region ▶  Zipcodes ▶  DMA ▶  ISP ▶  IP Address ▶  Organisation ▶  Cell ID ▶  GPS Co-ordinates

▶  Gender ▶  Age ▶  Interests ▶  Householding ▶  Ad Category Preferences

▶  Apps: Gender ▶  Apps: Age Group ▶  Apps: Interests ▶  Apps: Installed ▶  Apps: Brands

▶  Ads Seen ▶  Ads Clicked ▶  All devices in household

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CAMPAIGN MANAGER

One insightful campaign Launchpad to review, manage and optimize campaigns across all channels and devices

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Search

Key Statistics Grouping


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CAMPAIGN MANAGER

Understand your inventory availability across all channels and devices true one single interface and easy to use query builder

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Query Builder

Total Availability

Individual Segments


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MARKET TREND: LOCATION IS IMPORTANT

U.S. mobile local advertising revenues are expected to grow from $1.2 billion in 2012 to $9.1 billion in 2017, a CAGR of 49.3 percent and a 6.1% share of local media ad reveues

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Create Any Ad Format. Deliver Any Ad Format.


MOBILE ADVERTISING FORMATS

MADS supports any advertising format any advertiser wants, and is only bound by the restrictions set by the publisher, content or device type

Check http://advertiser.madsone.com/ for more information on ad formats and specs


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AD STUDIO

Build engaging rich media ads within minutes by using the MADS pre-made templates across desktop, tablets and smartphones

Key benefits of using Ad Studio

▶  ONE Ad Studio lets you choose from various Templates, which are inspired by IAB Rising Star ad formats and IAB MRAID compliant.

▶  Each Template functions as a canvas, on which multiple content items can be placed using drag-and-drop.

▶  There are many content items available, including Video, Image, Swipe, Share and Text.

▶  ONE Ad Studio fosters interactivity that fits any device: Click-to-Site or Appstore, Click-to-SMS, Click-to-Calendar and Click-to-Email.

▶  All Ad Events are registered and included in comprehensive Creative Event Reports, which can be used to optimize an Ad at any time during a campaign.

▶  Compatible wit ad tags from InMobi Studio, Celtra, Crisp, etc

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Converting Data into Knowledge and Insights.


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CAMPAIGN ANALYTICS

The advanced analytics engine allow users to slice data into more than 25 sub-dimensions for a better understanding and insight in best performing segments

Key benefits of using Analytics

•  Key performance indicators summarized in top bar

•  Data available in real-time or near-real-time

•  Draw bar charts per day, week or month to spot trends

•  Draw pie chart across aggregated periods to determine weights

•  Split data into 30 additional sub-dimensions for deeper insights and understanding

•  Export data to Excel •  Subscribe to receive hourly,

daily, weekly, monthly reports pushed by email

•  Share real-time reports in the browser stakeholders

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Export Share

Schedule

30 Dimensions

Key statistics

Data by Hour


Inventory is Shifting Trends are Changing.


MARKET TREND: IT’S AN APP WORLD. THE WEB JUST LIVES IN IT

By 2014, mobile internet should take over desktop internet. U.S. consumers spend almost 3h per day on smartphones and tablets. 80% of that time (2h7m) is spent inside apps and 20% on mobile browsing


User Identity & Profile Collection

MRAID 2.0 Rich Media Ad Templates

Ad Interaction & Engagement Analytics

Inventory Manager

Supply Source Connectors

Application SDKs

1st Party Data Collection

Real-Time Supply Analytics

Google SDK integration

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INVENTORY MANAGER

Connect and control any inventory supply across desktop and mobile, enrich it with 1st party and 3rd party profiling data and monetize direct or true an DSP

User Identity & Profile Collection

HTML5 Rich Media Ad Templates

Ad Interaction & Engagement Analytics

3rd Party Connectors, eg AdTruth

! Without a solid solution to power your mobile app monetization, you will loose (by comparison) revenues quickly in the next 12 to 18 months


Audience Manager

Identify & Unify

1st Party Data Collecton

Map Join, Analyse, Segment & Predict

Make Adressable

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AUDIENCE MANAGER

Using various sources of data and algorithms, converting data into knowledge, publishers extract higher eCPMs from inventory because advertiser bids are higher

3rd Party Data Collection

Key benefits of using the Audience Manager

▶  Having the right data is key for getting higher bids from DSPs via RTB

▶  The ability to ingest publishers own data, like subscription data, interests, preferences, etc

▶  The ability to connect any third party data source to enrich the data, like BlueKai, Datalogix, AddThis, AdAdvisor, Acxiom, Polk, Datonics, i360, audiencerateX, Exelate, etc

▶  Define custom segments and make them addressable in the targeting interface

▶  Audience analytics for additional insights and targeting ideas

Audience Analytics

▶  Gender ▶  Age Group ▶  City of Living ▶  Income Group ▶  Travel Habits ▶  Lifestyle ▶  Devices in Household ▶  Etc.

▶  Content Category Preferences ▶  Ad Category Preferences ▶  Ads Seen ▶  Ads Clicked ▶  Etc.

▶  Apps: Gender ▶  Apps: Age Group ▶  Apps: Interests ▶  Apps: Installed ▶  Apps: Brands

▶  Pub: Subscriber Type ▶  Pub: Subscription End ▶  Pub: Income Group ▶  Pub: Music Preferenceis ▶  Etc


AppContext Targeting Magic.


APPCONTEXT TARGETING

Increase campaign CTR with a factor of 2-10x and increase advertiser spent / bids with 10-25% by providing the audience the advertiser seeks

AppContext Targeting

Collect 1st party Data

Collect App Store Data

Calculate User Profile

Make Addressable

▶  Aggregating generic device information and comparing this against the description in the App stores, we calculate end user profiles in real-time and use the result for ad targeting or enriching RTB requests with relevant data

▶  Across all users using your applications

across iOS and Android ▶  Across all applications using a MADS SDK

version 4+

▶  Calculated user profiles are used for better

ad targeting ▶  Calculated user profiles are used for

enriching RTB requests with relevant data

How does it work?

When does it work?

What is it used for?

AppContext Analytics

▶  App: Gender ▶  App: Age Group ▶  App: Interests ▶  App: Installed ▶  App: Brands



By using the MADS SDK inside your application, end user segments and key targeting criteria become available in the user interface to target campaigns against

▶  Gender ▶  Age group ▶  Parents with young children

▶  Finance ▶  Travel ▶  Fast moving consumer goods ▶  Fitness ▶  Dating ▶  Automotive ▶  Music ▶  Movies

▶  American Express, Kraft, BusinessWeek, Angry Birds, Cut the Rope, WordFreud, etc

Demographics

Interests

Brands (for example)

▶  ADVANTAGE: ▶  Every device is targetable ▶ We calculate gender data for every. ▶ We single out devices with shopping

and fashion interests ▶  Result:

▶ Gender targeting improves CTR x2 ▶  Fashion and shopping targeting

improves CTR x4 ▶  The advertiser only buys inventory that

matches the advertisement ▶  Financials campaign:

▶  Cost per click significantly reduced ▶  Conversions significantly increased

Lifting Campaign Performance



Following international privacy standards set by the US FTC and EU Privacy Act, we do not store any personal identifiable information (PII) or application data, but re-calculate the profile with every single ad request again and again

▶  The technology does not track users nor does it require to record a history of interactions of the user or his device

▶  The technology (re-)calculates a demographic profile for every ad request

▶  Input to the targeting algorithm are non personal identifiable data only (e.g.

device information, operating system and app usage ▶  The algorithm uses a real-time connection with iTunes and the Google Market

place to incorporate generic app data to calculate demographic profiles ▶  The data input to the technology, and the output generated can not be used to

identify a user or his device

▶  The technology does not access any personal information on the device (e.g. Contacts, Photos, or other personal media

▶  All data is transferred using https ▶  Calculated results are encrypted to prevent leaking of information

No user tracking

Non-personal-identifiable information only

No access to personal data

Results are encrypted to protect user privacy


Increase Yield with RTB Auctions.


YIELD MANAGER

Optimizing yield by connecting publisher inventory to every possible advertising source in the value chain and by providing full transparency and reporting

Yield Manager

RTB Auctions

Demand Source Integration

Real-Time Demand Analytics

Yield Optimization

Key benefits of using the Yield Manager

▶  Direct connections to SSP platforms like Pubmatic and Rubicon

▶  Direct connections to DSP like InMobi, Adfonic and 20 more

▶  Direct connections with a growing lists of Trading Desks

▶  Easy to use tools to blacklist creatives and ad categories

▶  Insightful yield analytics Ad Network Integration

Networks

And 20+ more networks…

Demand

And more coming soon…


Software as a Service Delivered Personally.


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AT YOUR SERVICE

We believe ‘the more you engage with customers, the clearer things become and the easier it is to determine what you should be doing’

Client Services

Account & Yield

Management

Solution Development

CUSTOMER

•  Re-active •  Supports with integrations •  Resolves platform questions •  Resolves operations issues

•  Pro-active •  Analyses customer trends •  Optimize RTB yields •  Shares market knowledge •  Updates on new features •  Additional services, eg analytics •  Contract renewal

•  Re-active •  Feature requests •  Second line technical support •  Custom projects

Why the 360 customer approach is important

•  ‘Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong’. (Donald Porter, British Airways)

•  ‘Get closer than ever to your customers. So close, in fact that you tell them what they need well before they realize it themselves’. (Steve Jobs, founder of Apple)

•  ‘If you are not serving the customer, your job is to be serving someone who is’. (Jan Carlzon, CEO of SAP)

•  ‘Your most unhappy customers are your greatest source of learning’. (Bill Gates, founder of Microsoft)

•  ‘If we don’t take care of our customers, someone else will’. (Unknown)

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CLIENT SERVICES RESPONSE TIMES MARCH 2013

Average response time of 4 hours (including non working days like weekends) and 90% of tickets responded within 8 hours


KEY PLATFORM DELIVERY STATISTICS

MADS geo-redundant data centers are monitored 24x7 and had no unscheduled down time in the last 12 months

Key data center facts

•  100% up time of ad deliveries in past 12 months (excluding scheduled maintenance)

•  Geo-redundant data centers with own hardware and 24x7 network operations center

•  Processing more than 10 billion requests per month (12.000 per second)

•  Ad request response times of less than 100ms (including network latency)

Mads solution presentation. Make more money quicker and easier

Technology

Transcript of Mads solution presentation. Make more money quicker and easier