WHYPERSONA-BASED MARKETING IS A

MUST

VP STRATEGY & APPSITAMAR BENEDY

NICE TO MEET YOU!

OVERVIEW

2008Founded in

Berlin

7Offices

Around the Globe

180Countries with Active

Campaigns

1BActive Users / Month

400BAd Impressions /

Month

+550Global Brands

& App Dev.

THE AVERAGE U.S CONSUMER SPENDS

2 HOURS, 42 MINUTES

A DAY USING THEIR MOBILE DEVICES

GROWTH IN DIGITAL MEDIA TIME SPENT IN MINUTES (MM)

Source: comScore

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Dec-13 Dec-14 Dec-15

Desktop Smartphone Tablet

+30% vs. 2013

+78% vs. 2013

-1% vs. 2013

# OF U.S. USER APP DOWNLOADS/ MONTH

Source: Quartz

0apps

1app

2apps

3apps

4apps

5-7apps

8+apps

65.5% 8.4% 8.9% 6.2% 3.7% 4.8% 2.4%

MOBILE AD SPENDING IS SET TO REACH

$100 BILLIONIN 2016

BUT USERS ARE CONCERNED ABOUT...

COLLECTEDDATA

INTRUSIVEADS

PRIVACYISSUES

AD BLOCKING APP DOWNLOADS:GROWING FAST

0

10

20

30

40

50

60

70

80

Source: Tune

%

%

%

%

%

%

%

%

%

SOMETHING GOES WRONG IN THE ADVERTISING WORLD...

PUBLISHERSADVERTISERS USERS

$

DO YOU REALLY KNOW WHO YOUR USERS ARE?

Geo location

In-app activity

Device type

OSversion

CAN YOU LEARN

YOUR USERS

BETTER?

YES!

tracking behavioral data for user-centric approach

using advanced machine learning technologies

How?

How?

MACHINE LEARNINGTHE SCIENCE OF TEACHING MACHINES

TO MAKE THEIR OWN DECISIONS

DEEP LEARNINGMACHINE LEARNING “ON STEROIDS”

COMPUTER VISIONAUTOMATIC EXTRACTION, ANALYSIS AND UNDERSTANDING OF

USEFUL INFORMATION FROM IMAGES OR HIGH-DIMENSIONAL DATA

What users like

What users do

What users dislike

When users do it

USE TECHNOLOGIES TO DEFINE…

IDENTIFY DATA YOU NEED AND...

...LEVERAGE IT

…DIG DEEPER

PERSONAS

PERSONAS

IS OPTIMAL TO START WITH

3-5

GO PERSONAL!

Gender: MaleAge: 18-26GEO: USA Interests: Tech, MobileOS: iOSTime active: 6 pm - 2 am

Channel

Time

Message

Frequency

Tech Savvy

IS PRIVACY AN ISSUE?

CONSUMER PERCEPTION: HOW MUCH DATA DO ADVERTISERS COLLECT

Source: Tune

No Answer

19%

Too Much/Everything

21%

None

30%

I Don’t Know

30%

PRIVACY POLICY

Be transparent

Inform about the gathering activity

Provide an opt-out option for your users

Avoid collecting personally identifiable information

FRAUD?

AD FRAUD IS PROJECTED TO COST

$7.2 BLN GLOBALLY IN 2016

THE MORE PRECISELY TARGETED AD CAMPAIGNS YOU LAUNCH...

...THE LOWER CHANCES ARE TO ENCOUNTER FRAUD

Advertisers PublishersUsers

#

LET’S LOOK AT SOME DATA…

Itamar.benedy@glispamedia.com

linkedin.com/in/itamarbenedy

@BenedyItamar

benedy.itamar