Transcript The Mobile Advertising Landscape

Jan, Uzma, Sahana, Jx
MS&E 239



Overview of the mobile
marketing landscape
Traces a path from the
marketer to the
consumer
Specifically, all channels
in a mobile platform


Provide marketing communications
services
Consultation on
◦
◦
◦
◦

Branding and Identity
Advertising
Corporate marketing
Media expertise
Communications campaigns


Internal team of an agency
Monitor and execute
campaigns across the
Exchange landscape
◦ Buy and sell display inventory
utilizing the DSP within that
agency.



Ensure that ideas are
efficiently delivered across
media platforms
Integrates technology, data
and inventory to manage
audiences.
Criticism
Identify
Segmentation
Strategy
Leverage
tools
Determine
Inventory
pools to
reach
audience




Helps communicate
with consumers
Identify business
issues, markets and
consumers
Clients’ media
investment is
evaluated and
accountable
ROI is key
Strategic
Results
system
Multiple
Vendor
formats

Integrated system for buyers to satisfy their
demands in the Mobile Landscape
Demands
Publisher
Advertiser
Monetize
their
mobile web
content
Reach
potential
customers



StrikeAd was set up in 2010 to
satisfy the global need for a
streamlined media planning and
buying environment on mobile
StrikeAd Fusion - It lets media
buyers create and deploy global
mobile advertising campaigns
StrikeAd Engage – StrikeAd
EngageTM offers media planners a
complete managed service to get
their mobile campaigns up and
running



[a•mo•bee] offers comprehensive
mobile advertising solutions to the
largest mobile operators,
publishers, and advertisers
Customers include zynga, ebay,
Google, skype, Nokia, Barnes &
Noble and mozilla
They are backed by Sequoia
Capital, ACCEL, Globespan Capital,
Cisco, Motorola and Telefonica

Create market liquidity by connecting buyers
and sellers together through a real time
bidding platform



Connects more than 25
online, video and mobile
ad networks
Serves and monetizes
more than 3,280 ad
requests per second or
8.5 billion ad requests
per month
Has served 33 billion ad
impressions on more
than 100 million unique
smartphone devices


Real-time bidding will
be a multi-million
dollar business in the
next five years.
Eight of the top 15 ad
networks, are
increasingly tapping
AppNexus (comScore,
June 2010).

No ad network is dominant
◦ There are at least 10 ad networks in the US alone.

No one really knows what ad network is
biggest
◦ Any figures you read about market share or revenue
are estimates, if not pure guesswork.

Mobile ad networks are not created alike
◦ Choose a partner that suits your
requirements, target market, geography and
budget.
Source: mobithinking.com




Acquired by Google in Nov,
2009 for $750m
Ads can be targeted to
specific sites or you can
browse their channel
categories including
categories like
communities, contextual
search, entertainment, etc.
All ads are run on an
auction-based pricing
system
AdMob clients include ESPN,
CBS, Geico...


Launching in 2008,
Mojiva is headquartered
in New York and offers a
team with experience
from Google, AdMob,
DoubleClick, Microsoft
and Motricity
Mojiva provides more
than 750 million unique
users worldwide and
executions that can run
across every device and
tablet, mobile site and
app.

Used for integrated management of
relationship with customers
◦ mobile marketing
◦ mobile sales force automation
◦ mobile customer service.


Convenient and speedy communication
between organizations and customers
Used in situations where conventional
communication channels and the Internet fail
to expand customer relationships

Single View of the Customer:
◦ Create persistent customer identifiers on existing
data, providing you a logically integrated view of
consumers.

Marketing Central Nervous System:
◦ Create the synapse that sends and receives signals
about customer behavior, and then intelligently
recalibrates based upon what they do or don’t do.
• Data analytics
• Customer
Relationship
Management
Social
targeting
Real-time
analysis
Financial/Credit-based
CRM




Layouts for mobile campaigns
Voting, trivia, branded media
Ad formats
SMS based, rich media
SMS based
Rich Media
Audio/Video


Understanding how customers engage
beyond the initial download or site visit is
essential to the success of mobile marketing
efforts.
Measure how customers use or engage with
mobile channels
Cross-media
App -based




Ad platforms for serving rich media
Build, serve and track rich media ads
HTML5 based
Interact with Agencies, Publishers and Adcreators



Optimizes ad inventory for publishers to
maximize revenue
Tracks revenue and performance from ads
across networks
Provides supply-side platform
Localized
Marketplace

NaaS (Network as a Service)
◦ Monetizing assets and functionality
within networks
◦ Billing, location, messaging and voice
communications


Virtual Operators
Clearinghouses for providers
◦ ISP’s, mobile networks, cable networks,
VoIP

Text-messaging Ads
◦ Brand messages
◦ Interactive coupons




Interoperating of disperate
technologies (roaming, BI, etc.)
First P2P mobile video solution
Mobile commerce enabling
VIDEO

Automated ad buying cycle

Advanced functionality
◦ Management of ad inventory (publishers)
◦ Increased purchasing efficiency
◦ Minimized unsold publisher inventory
◦ Sequencing ads so users see messages in a
specific order
◦ Excluding competition so users do not see
competitors' ads directly next to one another
◦ Displaying ads so an advertiser can own 100% of
the inventory on a page (Roadblocks)
◦ Targeting ads to users based on their previous
behavior
◦ Targeting specific IP-addresses i.e. targeting
specific individuals or companies


Extending websites to mobile
devices
SaaS platform
◦ SMS/MMS Ads
◦ Mobile Coupons with POS integration