MAKE your cAMpAigns MorE EFFEcTiVEmediasmart MobilE

2013

WHo WE ArE

MArKET conTEXT

WHy WorK WiTH us

bsmart: TEcHnicAl plATForM

ADVErTising ForMATs

TArgETing VAriAblEs

businEss MoDEls

9

3

14

22

15

19

4

3

Guillermo FernándezcTo

WHo WE ArE

Nuria Alonso cso

Noelia AmoedocEo

EXEcuTiVE TEAM

boArD

Aquilino PeñaMichael Kleindl

Javier Almirante Ad operations Director

Marta Lopez de Haro business Development Director

our TEAMA group of professionals with many years of experience in

the telco and digital advertising industries

4

WorlDWiDE DATA

in 2013, mobile devices will suspass pcs as the most common devices to access the Web

MArKET conTEXT

source: comscore Mmetrics / March 2012

5 b

6,7 b

At the beginnning of 2013:

1,6 bin the world

5

There is still a big gap

between the time users

spend on mobile devices,

and the advertising

investment on mobile

media

43%

42%

26%

22%

15%

11% 10%

1%

25%

7%

TV internet radio Mobile print

Average time an average users in

the US spends in selected media

versus the share of advertising

investment in such media

Time spent share

Advertising investment share

buT THE inVEsTMEnT on MobilE ADVErTising HAs noT FolloWED

MArKET conTEXT

source: Kpcb / December 2012

6

on the internet, perfor-

mance is the model of dis-

play advertising that has

grown the most in the past

5 years.

A similar growth curve

should be expected for

mobile.

2004 2005 20072006 2008 2009 20112010

42%

41%

17%

46%

41%

13%

48%

47%

5%

45%

51%

4%

39%

57%

4%

37%

59%

4%

33%

62%

5%

31%

64%

5%cpM

performance

Hybrid

DisplAy pErForMAncE: biggEsT opporTuniTy For groWTH

MArKET conTEXT

source: iAb / october 2011

7MArKET conTEXT

** source: econsultancy online publishers survey report 2011

Within display perfor-

mance advertising, rTb

is an already established

market in internet, and

with a huge growth po-

tential, both in internet

and Mobile.

groWTH opporTuniTy in rTb

* source: iDc october 2012

27% of the global adverti-sing investmentl*

* Forecast up to 2016

Expected anual global growth of 59% up to 2012, for rTb investment**

41% of the publishers will integrate rTb with their inventory

8

inventory availability

Ad Exchanges

MArKET conTEXT

MobilE: inFlEXion poinT in THE groWTH curVE

+700K available apps both

in Android and ios

+ internet access from

mobile than pcs

Fragmentation

no standard metrics

Apple Android

9

Complexity to manage campaigns if you want to maximize reach, due to audience fragmentation

lack of metrics and optimización to maximize engagement

WE solVE TWo MAin problEMs oF MobilE ADVErTising

WHy WorK WiTH us?

10WHy WorK WiTH us?

our Focus: plAnning bAsED on usEr proFilEs, noT on publisHErs

premium

secondary premium

performance

cpM ($)

Ad impressions (Fill rate)

0 10% 30%20% 40% 50% 70%60% 80% 100%90%

40

15

30

20

1

10

11WHy WorK WiTH us?

opTiMiZATion bAsED on conTEXT + bEHAViour

Mobile OS

Connection Mode

Games

Other Tools

Operator

Interested in News

Interested in Soccer

Connection Mode

Mobile OS

Games

bsmartin an ecosystem where audience is more and more fragmen-

ted, surfing through hundreds of thousands of apps and mo-

bile websites, we identify your audience:

We create a user profile when we serve an ad for the

first time in our network

We enrich the profile

As the user browses through our network

As the user interacts with our ads

We make decisions on which profiles to serve your

advertising campaign to based on their likelihood to generate

a response

A

B

C

12WHy WorK WiT us?

opTiMiZATion bAsED on rEsulTs

Traffic optimization with bsmart

Impressions

Clicks

Tangible value for advertisers(up to five events per campaign)

basic traffic optimization

Impressions

Clicks

What is a click worth?

QUALITY CLICKS: counting only one click

per user per day, no duplicate clicks and

clicks that get to the destination url

ViewsCallsLeadsSalesApp Installs

Interaction with social networks

13WHy WorK WiTH us?

We serve ads on both mobile web and apps, both on smartphones and in Tablets.

MAXiMuM rEAcH WiTH A singlE inTErFAcE

AGENCIES

ADVERTISERS

BIG PARTNER PUBLISHERS WHO SEND REMNANT INVENTORY

(SPAIN ONLY)

SMALL AND MEDIUM DIRECT PUBLISHERS(SPAIN ONLY)

AD EXCHANGES- RTB(NEXAGE, MoPUB, SMAATO, ADIQUITY,

AdX, MOBCLIX, PUBMATIC)

AD NETWORKSCPC OPEN NETWORKS

(MOBALOO)

We can also measure clicks and post click events outside of our network, so that you can track the results of all your campaign in a single inteface, amd you can compare mediasmart with other publishers in your plan

14TEcHnicAl plATForM

our TEcHnology: bsmart

AdminFront-End

Mediation Layer

Campaign configuration/Ad

Serving

Self Learning/Performance

Engine

Reporting

Admin Front-End Web interface that provides access to bsmart configuration tools, statistics which allow for manual traffic optimization, as well as report generation for clients.

Campaign Configuration/Ad Serving component that manages campaign configuration and ad serving, which accepts mul-tiple segmentation variables.

Self Learning/Performance Engine component that annalyzes campaign results and optimizes traffic based on such results on different sources of inventory and different user profiles.

Reporting component which stores all the information, both campaign information (confi-guration, creativity and results) and user profile information. bsmart allows trac-king of not only impressions and clicks, but also up to five “conversion” events per campaign. such conversion events can be defined by advertisers via tracking pixels which directly call bsmart´s reporting component.

Mediation Layercomponent which aggregates all of our inventory and is responsible for identifying all traffic and users. The mediation layer identifies unique users and extracts both contextual information from the inventory and behavioural information from user profiles.

15ForMATos publiciTArios

ADVAncED AD ForMATs

SIMPLE BANNERstatic images or animated with a max of 3 frames. geared toward Direct response Actions: click to call,

click to be called…

DYNAMIC BANNERhtml5, technology, with more visual

effects(http://vimeo.com/41551147)

16

ADVAncED AD ForMATs

ForMATos publiciTArios

VIDEO BANNERintegration of a short video

within the banner(http://vimeo.com/41551152)

INTERSTITIALSoverlayed formats

(http://vimeo.com/41550714)

STICKY BANNERAny of the banners descri-

bed stays stuck in the screen when teh user scrolls

(http://vimeo.com/41697863)

17AD ForMATs

AnD, AFTEr THE clicK?

click to expandible creative

click to landing page

click to video

click to app download

click to call / click to be called

WiTHin THE EXpAnDAblE crEATiVE:

presentation: games, lead genertation, carousel, swipey, scroll, 360 View, Video, Animation

games: puzzle, Wipey, painty, gyro, countdown, Draggy & basket

lead generation: store locator, Map, Form, call, App download, save the Date

social Media: share on Facebook, Twitter & g+ Feed

* Expandable banners can expand automatically after a certain time, without any user interaction

18AD ForMATs

TEcnicAl spEciFicATions, bAnnErs

Gif Format:max 3 frames if animated gifmax weight 15Kb for smartphones y 35Kb para Tabletas

minimum sizes for Smartphones:

728 x 90 px320 x 50 px300 x 50 px

Minimum sizes for Tablets:

728 x 90 px320 x 50 px300 x 250 px160 x 600 px

Vídeo banner: mp4 peso máx 1 mg

300 x 250 px320 x 480 px480 x 320 px

19

Frequency capping: The number of impressions that a user sees can be limited to a maximum number of times, both per campaign and per day within a campaign.

TArgETing VAriAblEs

TArgETing VAriAblEs

CONTEXTUAL:

operating systemVersion of operating systemoperatorMobile Web vs Appsconnection Time: WiFi vs 3gWeek dayrange of times during the date: · between 23h and 7h · between 7h and 12h · between 12h and 16h · between 16h and 20h · between 20h and 23h

A DEMOGRAPHIC:

countryregiongenderAge: · between 13 and 17 · between 18 and 24 · between 25 and 34 · between 35 and 44 · between 45 and 54 · More than 55

B

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The interest of a user can be determined thans to both the information provided by the publisher (both contextual and historical) and the interaction of the users with the campaigns. We recommend opening the target of the campaign as much as possible, given that bsmart´s algorithm automati-cally finds the profiles that best work for the campaign.

TArgETing VAriAblEs: inTErEsTs

INTERESTS:newssportsFinancesocietypolíticsscienceEducation Tecnology

TArgETing VAriAblEs

culture social Media real statelifestyle luxuryFood and DrinksWeather Health

WomanMenEntertainmentTravelgamesshopping Animals

21

EXAMplEs oF publisHErs

publisHErs

22

businEss MoDEls

The goal is to serve a fixed number of impressions as part of a branding campaign. rich Media cam-paigns are sold in this model.cpM:

The goal is to serve a fixed number of clicks, independetly of the measurement of any other type of response or conversion.

cpc:

businEss MoDEls

The goal is the engagement with the mobile app. We can measure when the app is opened for the first time, as well as other events triggered within the app.cpApp:

The goal is any event that takes place in the landing page or in the mobile web site: search, video viewing, product catalogue viewing, calls, leads, purchases, etc... cpl/cpV:

MiXED MoDEls in cAMpAigns WHErE WE MEAsurE EngAgEMEnT

in addition, we can measure clicks and post-click events in other publishers, so that advertisers can compare mediasmart results with those of other publishers. This service has a cost per click, although it can be free if there´s a minimum investment in mediasmart´s network.

WHEn Do WE sTArT?

THAnK you!noelia Amoedo

627 486 335noelia.amoedo@mediasmart.es

www.mediasmart.es