The three Ps of Mobile Advertising Past, Present and Promise

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1 The three Ps of Mobile Advertising Past, Present and Promise

2 The 3Ps Past Present Promise 2

3 How do we know anything about this stuff? Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences that reach audiences at scale, across mobile and tablet. Appsnack is a division of Exponential Interactive a global provider of advertising intelligence and digital media solutions. Exponential provides Appsnack the ability to leverage: A presence in more than 26 countries 700+ employees worldwide The e-x Advertising Intelligence Platform Exponential s massive proprietary database More than 450m unique users every month 3

4 I give you the tablet P1 Past 4

5 We ve changed... Or at least how we consume media has In 2012, approximately 68 million people will access the internet from a mobile device in the EU-5 countries (Western Europe Mobile Ad Spending, emarketer, February2012) Of 117 million in the USA who have smartphones, approximately 80% were using them for shopping activities (Digital Shopping, Nielson, October 2012) Globally, there were 181 million blogs by December 2011 compared to 36 million in December 2006 (State of the Media, Nielsen, Q4 2011) 5

6 We don t have their full attention anymore 77% 49% use another device while watching TV (Google) while using a smartphone (Google) 6

7 As the audience is multi-device, we need to be too 7

8 Look I ve invented handsfree! P2 Present 8

9 Smartphones and tablets are gaining on PCs 75% of smartphone users in Europe used a mobile to access mobile media in October % increase on the previous year 9

10 And Apple isn t dominating the market European smartphone users favour Symbian (comscore, Connected Europe) USA smartphone users favour Andriod (Zingbroadband.com) 10

11 And Europe s growing faster than everyone else 11

12 For better or worse 12

13 Anti-Social 13

14 Really Anti-Social 14

15 Making us less private 15

16 Changing everyday experiences 16

17 So how are we using tablet and mobile? Smartphones Tablets Flurry Analytics, Sept

18 The top 10 apps for Facebook 2. PhotoSynth 3. Run Keeper 4. Pulse 5. Dropbox 6. National Rail Enquiries 7. Skype 8. Movie by Flixter 9. TonePad 10. Thomson Reuters News Pro So we re really... o o o o Socialising (Facebook, PhotoSynth, Skype) Entertainment (Movie by Flixter, Tone Pad) News (Pulse, National Rail Enquiries, Thomson Reuters News Pro) Utility (RunKeeper, Drop Box) 18

19 But we d prefer to be advertised to rather than pay 73% of tablet users would not pay a subscription but would accept advertising on a site BUT 52% would prefer to be invited to the advert rather than it invading the screen IAB UK, Three Device Lives: Tablets in Content 19

20 Right now, we re putting what we know onto mobile Display advertising on mobile the fast growing ad format in Europe 124% in UK 20

21 But is this really working? 21

22 P3 Promise 22

23 Rich Media 23

24 Rich media makes an impact 24

25 And again 25

26 26

27 Relevancy 27

28 @arnopeperkoorn Relevancy: transform data into intelligence Segment users associated attributes Aggregate Contextualize over with 2based billion ondaily 50,000 data topics events Content I am into fine wine and in the market for a luxury car Location I live in Chicago, Il Demographics I m a 35 years old and married with 2 children 28 Device I own an iphone and ipad All of the above The right person, in the right place, at the right time alongside the right content

29 Relevancy: Effective targeting transform requires data scale into intelligence...with Reach access more to than thousands 450 million of publishers unique monthly across users mobile worldwide and tablet Content Location Demographics Device All of the above I am into fine wine and in the market for a luxury cars I live in Chicago, Il I m a 35 years old and married with 2 children I own an iphone and ipad The right person, in the right place, at the right time along the right content 29

30 ROI 30

31 ROI so what should we measure? To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics detailing all user engagement. Awareness Reach & Frequency reports Interest Brand lift studies (e.g: Vizu) Desire Action Interaction Rates (e.g. Click to site, time spent, social activity) Conversions (e.g: Purchase, sign up, voucher request) 31

32 Then again, we could be wrong... 32

33 Or could we 33

34 Thank You For more information please contact: Arno Peperkoorn ا managing director, The Netherlands, Exponential 34

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