Understanding the Mobile Ecosystem

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About Me

VP Business Development, North AmericaFormer Head of BD, inmobiEntire career solving the pain points of content publishersDeveloped the technology and royalty license for the first legal, free digital music serveDeveloped and holds several patents for numerous AdTech-based technologies

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Understanding the Mobile Advertising Ecosystem

Discussion Topics

The Mobile LandscapeObstaclesOpportunitiesMobile Marketing TrendsThe Role of the ConsumerHow to Drive More MonetizationQ&A

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The Mobile Market

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2013 The year when mobile-connected devices will exceed the world’s population

82.8% The increase in global mobile

advertising revenue from 2011 to 2012.

$8.9B Total global mobile advertising

revenue in 2012.

1,000,000 The number of apps available on both Google Play and the App Store.

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52% of users claim they have acted on an advertisement in an app

18% have made a purchase directly from an ad in an app in the last month

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19.5%19.8%

Adults are spending approximately 44% of their “media time” engaged with digital devices

Mobile Activity Surpasses Desktop Time

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No longer allowing push notifications or icon drops after September 23, 2013

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Google Play Clean-Up

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Device Optimization

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Performance Measurement

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Opportunities

More Performance Measurement

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More opportunity than online

More relevancy

Real Time

Location focused

User focused performance

Location-Based Advertising

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Users are open to mobile ad targeting based on their…

Current Location (43%) Personal Interests (49%)

Mobile Privacy Standards

• The industry has already taken steps to improve privacy standards

• Many opportunities for additional improvement

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COPPAFTC Mobile Privacy ReportsSunset of UDID

Mobile Marketing AssociationInteractive Advertising BureauIDFA

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Mobile Industry Trends

Video

Half of all mobile traffic is used for video consumption. Only 8% of ad dollars are spent on video.

In-app is the best way to deliver video content and great user experience.

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Tip: Make your video interactive for even higher engagement!

In-ad Game Demos

In-ad game demos allow users to play a virtualized demo of a game for up to two minutes.

– Benefits:• Compelling opening experience• Very engaging since the user gets to experience actual

game play• Video ad space is already being priced at a premium, so

these ads can bring an even higher ROI

– Potential Challenges:• Potential for lag because the format requires a fast

connection with low latency• Data usage could be a concern for users

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Localization Features

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Language localization is a key performance differentiator for advertisers. Our tests have shown 42% increase in CTR and 22% increase in conversion rate with localized creative.

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Consumers look at

native ads 53% more frequently

than static ads

Android

Android has a huge upside, and already boasts some advantages over iOS.

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Fiercely loyal developer community

Wider advertising reach

Larger global adoption

Free access to developer tools

Increased advertising budgets

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Consumers spend 23% of their media time

in apps, but advertisers

spend only 1% of their budget in this medium.

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The Role of the End User

Flawless UX Across All Devices

Give your users thebest experiencetailored to the device they’re using

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Post-Install

Attract

non-incentivized

users with

a compelling

post-install plan

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App Usage

Registrations

Level-Ups

In-game Purchases

Lifetime Value (LTV)

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How to Drive More Monetization

Don’t let monetization become an afterthought

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Build a strategy in the early stages of development

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Create an up-sell strategy

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Size matters!

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If your app is over 20MB

it will require a

Wi-Fi connection

to download.

Take advantage of different traffic sources

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Questions?