MONETISING MOBILE MEDIA. Sara Buluggiu Italy Country Manager & Southern Europe Sales Director Rubicon Project

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1 MONETISING MOBILE MEDIA Sara Buluggiu Italy Country Manager & Southern Europe Sales Director Rubicon Project

2 The Year of Mobile??? WiFi: rubiconproject

3 The Year of Mobile??? WiFi: rubiconproject

4 The Year of Mobile??? WiFi: rubiconproject

5 The Year of Mobile??? WiFi: rubiconproject

6 The Year of Mobile??? WiFi: rubiconproject

7 The Year of Mobile??? WiFi: rubiconproject

8 The Year of Mobile??? WiFi: rubiconproject

9 2016 It s Finally Here (And we can prove it!)

10 We ve come a long way. Fast. 39 mil Mobile = 3% Italy total mobile market 2010 Source: emarketer - Mobile Ad Spending in Italy

11 We ve come a long way. Fast. 573 mil Mobile = 3% Italy total mobile market 2015 Source: emarketer - Mobile Ad Spending in Italy

12 BY 2018, MOBILE WILL TAKE 66% OF THE GLOBAL DIGITAL AD SPEND DESKTOP WILL BE JUST 34% Mobile = 3% Source: emarketer - March 2015

13 Italy programmatic display ad spend share WiFi: rubiconproject 50% 1% Source: emarketer - Programmatic Display Ad Spending Share in Select Countries/Regions, (% of total digital display ad spending)

14 Italy programmatic display ad spend share by Type WiFi: rubiconproject Source: emarketer - Programmatic Display Ad Spending Share in Ittaly, by Type of Deal, (% of total)

15 Programmatic Mobile eats Desktop Mobile = 3%

16 Italy Mobile ad spend growth WiFi: rubiconproject Source: emarketer Mobile Internet Ad Spending Share of Total Media Ad Spending Worldwide, (% of total media ad spending)

17 Mobile surges for Rubicon Project Q Mobile = 3% Q Mobile = 31% Mobile Ad Spend Share on Rubicon Project Platform

18 Leader in Display and Mobile inventory quality - International Pixalate Independent Ranking of Display Inventory Quality Ranking Company #1 Rubicon Project #2 Google AdExchange #3 PulsePoint #4 Sovrn #5 OpenX Pixalate Independent Ranking of Mobile Inventory Quality Ranking Company #1 Amobee #2 Rubicon Project #3 Millenial Media Exchange #4 OpenX #5 Big Mobile Group RUBI operates the only independent Mobile native exchange for RTB

19 The Hot Topics WiFi: rubiconproject Mobile Monetisation Strategy Driving Demand Viewability Low Mobile CPMs ios 9 Driving App Adoption Targeting & Attributio n Formats: Video & Native Ad Blocking

20 Programmatic Mobile eats Desktop Avg. person looks at phone 220 times per day = continuous and highly personal engagement Advertiser ID vs. Cookies (Apple IDFA / Google GAID) Data It s about reaching the audience Mobile you = seek! 3% Location matters more (and you are likely on the move) Bedside, desk side, in-train, in-car the only always-on advertising opportunity

21 EVERYONE LOVES MOBILE

22 People Love Mobile Mobile = 3%

23 People Love Mobile Mobile = 3%

24 People Love Apps AND Mobile Web Mobile = 3%

25 MOBILE LOVES AUTOMATION

26 Mobile display advertising will account for 56.1% of the UK s Programmatic total this year

27 By % of Mobile Display Ad spending will be Programmatic

28 Driven by data, transparency and efficiency One key benefit to programmatic is data. Another is about being real-time. Mobile is the channel that provides advertisers with location and behavioral data, which they can gather insights from and gain greater access when it comes to targeting consumers. Rachel Powney, marketing director for EMEA, OpenX You can t manually go through 50,000 sites and find out which one is working best for you. Or, you can, but it wouldnt be efficient. But you can use programmatic tools to help cut through that fog. Benjamin Hanz, vice president, account management, Fiksu

29 The Scale of Premium Supply 300K APPS* LEADING INVENTORY SOURCE DEVICE ID ENABLED

30 Growth In Demand

31 And Deals - Growth in Non Guaranteed Orders / PMP Source: Rubicon Project, Internal, November 2015

32 Banner Combined with better creative formats and support Interstitial

33 Combined with better creative formats and support Banner Interstitial Native Video

34 Support for Video WiFi: rubiconproject Mobile video ad spend rapidly growing in 2015 Now six varieties of Mobile Video that are available to sell, buy and execute programmatically 1. InLine Outstream 2. In-App Native Video 3. Rewarded Video 4. Expandable Video 5. Interstitial Video 6. Pre-Roll Video And all of them can be location-enabled

35 Support for Native WiFi: rubiconproject Increases User Acceptance and Improves Engagement Rates Ads that mimic app content and appear in-stream. Seamless and non-intrusive Minimal effort and complete creative control Native Ads Static Interstitials 8x CTR Native Ads seen 4.1 times per session vs. 2.7 for Banners and clicked 8 times more.

36 Helping bring more Brands to Mobile

37 How can I take advantage?

38 How can I take advantage? Best Practices Mobile Web Formats 320x50 300x250 InLine Video Orders Rich Media Certification Mobile Optimised Viewabilit y Unified Auction

39 How can I take advantage? Best Practices Mobile App SDK Integration App Bundle Advertising ID Rich Media APIs Location Formats Native Video Interstitials

40 WiFi: rubiconproject Mobile advertising we have only seen the tip of the iceberg

41 To End We have come along way. Fast. People Love Mobile. Automation is key to mobile ad monetization. Data, targeting, transparency, scale, better creative options and ease. The shift from Open Auction to Deals Video and Native IS the year of mobile!

42 WiFi: rubiconproject Thank You! Grazie!

43 MONETISING MOBILE MEDIA Sara Buluggiu Italy Country Manager & Southern Europe Sales Director Rubicon Project

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