The latest developments in mobile advertising (world telemedia) 141017
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Transcript of The latest developments in mobile advertising (world telemedia) 141017
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12 de abril de 2023 CORPORATE 2
1. The continued rise of mobile advertising.
2. Real-time bidding, or “programmatic buying”.
3. Data capture and user profiling. Multi device users.
4. Content marketing and native advertising.
DIGITAL ADVERTISING TRENDS
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12 de abril de 2023 CORPORATE 3
The rise of mobile advertising
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12 de abril de 2023 CORPORATE 4
• Global mobile spending was 19.3 billion $ 2012-13 (IAB)• Google + Facebook control over 57% of mobile advertising
in US last year
MOBILE ADVERTISING
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12 de abril de 2023 CORPORATE 5
OPERATING SYSTEMS
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12 de abril de 2023 CORPORATE 6
OPERATING SYSTEMS BY GEO
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12 de abril de 2023 CORPORATE 7
Real-time bidding / programmatic
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12 de abril de 2023 CORPORATE 8
• Consumer visits website. Browser communicates with ad server. • Ad server sends a message to an exchange to provide data about that user (IP
address, Location, website). DMP adds additional information.• Potential ad buyers send their bids to the exchange. Highest bid wins. • Ad is served. 120 millisecond round time.
RTB & PROGRAMMATIC BUYING
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12 de abril de 2023 CORPORATE 9
RTB & PROGRAMMATIC BUYING
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12 de abril de 2023 CORPORATE 10
RTB & PROGRAMMATIC BUYING
• More traffic for performance advertisers.• Greater focus on quality and not quantity (advertisers and publishers).
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12 de abril de 2023 CORPORATE 11
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12 de abril de 2023 CORPORATE 12
• 30% of all mobile ad buys in 2013.
• Forecast at 45% of all mobile ad buys by the end of 2014.
• Entertainment growing as a proportion of mobile RTB buys.
MOBILE PROGRAMMATIC BUYING
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12 de abril de 2023 CORPORATE 13
MOBILE PROGRAMMATIC BUYING
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12 de abril de 2023 CORPORATE 14
Data capture and user profiling
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12 de abril de 2023 CORPORATE 15
USER PROFILING / CROSS DEVICE
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12 de abril de 2023 CORPORATE 16
• Personalised surfing:• Facebook gives each consumer a different landing page with updates about
their friends • Offline data:
• Anonymised data from credit card companies about their customers• American Express even cookie drops users when they log in to check their
statements and see where else they go online• Auctions as data mines:
• Campaigns run to glean information about users and publishers• Cross device:
• Facebook/Google logins
USER PROFILING / CROSS DEVICE
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12 de abril de 2023 CORPORATE 17
Content marketing and native advertising
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12 de abril de 2023 CORPORATE 18
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12 de abril de 2023 CORPORATE 19
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Thank you for your attention!
Tom HorseySenior Partner, Co-founderThe Crazy4Media Group
M: +34 616 46 99 [email protected]: tomhorseyhttp://www.linkedin.com/in/tomhorsey