STATE OF MOBILITY: SMART COMMUTERS

Transcription

1 M O B I L E A U D I E N C E INSIGHTS FROM STATE OF MOBILITY: SMART COMMUTERS ISSUE #02 May 2015 LA PLACE MEDIA: FRANCE STANDS STRONG IN PROGRAMMATIC ARMS RACE LIQUIDM: ONE-CLICK AUDIENCE TARGETING GERMANWINGS: CASE STUDY

2 Intro Visual Data A MESSAGE FROM OUR CEO WAKING THE GIANT: PROGRAMMATIC While there s still room for growth, the UK ad market is tipped to be one of the third largest in the world. Last year, advertisers spent a record 7.2 billion in the UK. Programmatic ad spend accounts for a growing part of this. The data dimensions we can access on mobile today offer advertisers a new gateway to consumers, which can be tapped in to in the form of programmatic advertising. DEAR READERS, Welcome to the 2nd edition of our Mobile Audience Radar. Our report aims to provide an expert understanding of select mobile audiences based on in depth research. This issue focuses on the travel and commuting category and takes a look at the results of our second UK-wide mobile audience behaviour study. Along with rich, reliable audience data the key to successful campaigns lies within understanding user habits and values. Also included in this issue is our Frequent Flyer case study for Germanwings along with an interview with La Place Media, an update on our LiquidM integration and further programmatic industry news and company insights. We enjoyed a fantastic first quarter. Whilst we were busy at the Mobile Ad Summit, ATS Paris & I-COM Global, we ve also been working extremely hard on upcoming product launches and expanding the team. I hope you enjoy our second Mobile Audience Radar and we wish you a sterling Q2/Q3! PROGRAMMATIC AD SPEND UK 1,2 billion 3,2 billion Source: Programmatic-Joins-UK-Digital-Advertising- Mix/ MOBILE ADS BOUGHT PROGRAMMATICALLY Worldwide 68 % 88 % Source: outlook-report Bests from Berlin Tom Laband, CEO CONTENTS Issue No. 2 Visual Data Waking The Giant: Programmatic Mobile Audience Focus The State of Mobility: Smart Commuters Case Study Frequent Flyers for Germanwings Interview France Stands Strong in Programmatic Arms Race Partnership LiquidM Integrate with adsquare for One-Click Audience Targeting...10 Company News Meet our Country Manager UK The Commuter Issue The Commuter Issue 03

3 Mobile Audience Focus: Commuters Mobile Audience Focus: Commuters COMMUTERS STATE OF MOBILITY: SMART COMMUTERS Looking around the trains, busses and busy streets during rush hour in the UK one thing is apparent, we are not alone. We are accompanied on our daily commute by the digital extensions of ourselves smartphones. Information In collaboration with online research experts Respondi, adsquare surveyed smartphone owners in the UK to provide mobile audience insights. The research was conducted in January 2015 with n=500 respondents and examines the demographics, gender, age, income, app usage and interests of select mobile audiences. 54% VS 34% Market Share Whether checking tube delays in hope of finding a faster route, using an app to hail the closest taxi or ensuring boarding passes are conveniently displayed on the lock screen, smartphones play a crucial role in our journeys. For marketers, the ability to reach people on the go be it daily commuters, business travellers, car owners, airport visitors or connected drivers is more important than ever. Today, technology is at hand to cut through the noise to offer people advertising content of real value to their interests and needs. But first, we must understand exactly what those interests and needs are by taking a look at how these audiences are using their phones. Find out more on the next page. DAILY COMMUTE COMMUTING CAR OWNERS BUSINESS TRAVELLERS 57 min 16% 58% average time could sell their car in favour of car sharing would rather pack smartphone than toothbrush 44% 55% 50% time spent using smartphone use smartphones to check traffic use mobile tickets (e.g boarding passes) 04 The Commuter Issue The Commuter Issue 05

4 Mobile Audience Focus: Commuters Mobile Audience Focus: Commuters 60% make calls 46% surf the web 30% do mobile banking 23% watch videos or movies 59% check mails 48% check weather 33% play games 48% listen to music SMART COMMUTING 42% use social media or messaging 1. 60% make calls 2. 59% check mails 3. 48% check weather 4. 48% listen to music 5. 46% surf the web 6. 42% use social media or messaging 7. 33% play games % read news 9. 30% do mobile banking % watch videos or movies 06 The Commuter Issue The Commuter Issue 07 32% read news TOP 10 WAYS COMMUTERS USE THEIR SMARTPHONES

5 Case Study: Germanwings Interview REACHING FREQUENT FLYERS FOR GERMANWINGS LA PLACE MEDIA: FRANCE STANDS STRONG IN PROGRAMMATIC ARMS RACE In an amongst the travel category, audience data for targeting is central in campaign planning. The combination of adsquare data and WallDecaux s outdoor efforts bridges the gap between offline and digital advertising by extending OOH campaigns to mobile devices. Germanwings targeted Frequent Flyers to strengthen the brand and increase product awareness for great early bird deals on flights at the start of In order to reach Frequent Flyers, adsquare analysed billions of data points at almost on-boarded WallDecaux outdoor locations and mobile ads were delivered across poster sites and surrounding areas with the highest relevance to Germanwings target group.»with the addition of adsquare's rich mobile audience data to our efforts, the specific audiences are effectively reached ensuring double impact.«daily Commuters By creating a multi-channel brand experience for Frequent Flyers with rich, reliable audience data Germanwings were able to generate interest and interaction for their campaign whilst instilling a positive brand relationship. Key findings from the ad effectiveness study: The campaign achieved an impressive 35% uplift in CTR with a 0.51% CTR average. PREMIUM AUDIENCES FOR TRAVEL & COMMUTING Car Owners Connected Drivers 63% 55% 30% 29% 35% recognized the multichannel approach Frequent Flyers of the frequent flyer target group liked the ad of people who remembered seeing the poster also remembered the mobile ad looked up more information after receiving the mobile ad Business Travellers adsquare offers over 45 mobile segments as well as the option to customize your own. To learn more about our thousands of attributes and customization opportunities contact sales@adsquare.com or visit adsquare.com/insights Tourists Vincent Tessier has close to 15 years experience in the field of media, digital & mobile advertising. Vincent is Head of Mobile at La Place Media, the leading premium adexchange in France. adsquare sat down with Vincent for a quick-fire Q&A round on the programmatic market in France. Give us a brief history of La Place Media in two sentences. La Place Media is an alliance of French premium publishers. We handle more than 4.5 billion monthly impressions and our mission is to maximize revenue through programmatic on desktop, mobile web, apps and video. France stands rather strong in the programmatic arms race, tell us your thoughts on the current mobile market there. The mobile landscape is really vivid. Branding budgets are moving towards mobile programmatic. On the supply side, traditional mobile sales houses have begun monetizing programmatically, so the market is not lacking premium inventory. Mobile ad spend rose 77% between 2013 and 2014 to reach 407m (display & SEM). Though it s only 14% of the digital spend versus 23% in the UK, this growth will continue for the next couple of years. How has the revenue stream generated via programmatic developed in the last few years? We launched our mobile private exchange 18 months ago and are clearly seeing mobile programmatic budgets rising. The local demand is really growing which is good from a yield perspective. In France,»The future of digital advertising lies in expertly targeted and engaging ad experiences.«says Vincent Tessier, Head of Mobile, La Place Media programmatic now accounts for 24% of display spend. I expect mobile programmatic to exceed 10% of the mobile display spend in France this year. As the demand is getting more sophisticated, the revenue will grow thanks to new ad units, rich media and audience products. Has scale been an issue for French companies? Obviously the French market is quite compact, thus the alliance strategy makes a lot of sense in order to compete with Facebook or Google on budgets. Publishers have a relatively small scale compared to international inventory suppliers. Trading desks need more manpower to maintain relationships with the hundreds of different sales houses, one more reason for publisher co-ops in order to capture budgets. Tell us more about your vision for digital advertising in the near future. Drive to store is a really important topic for mobile vendors and cross device targeting is on the rise. Those two topics will help raise the value of mobile users, which is still undervalued. The future of digital advertising lies in expertly targeted and engaging ad experiences. We still have a way to go before the ad industry fully embraces connected devices, 3D and virtual reality, so let s cover the basics first. 08 The Commuter Issue The Commuter Issue 09

6 Partnership: LiquidM Company News LIQUIDM INTEGRATE ADSQUARE DATA FOR ONE-CLICK AUDIENCE TARGETING We re pleased to announce our partnership with white label DSP LiquidM. The real-time integration offers advertisers, agencies and trading desks self-service access to an array of mobile audience segments. INSIGHTS FROM THE SQUARE MEET OUR NEW COUNTRY MANAGER UK We're pleased to announce the addition of Karel Ellis- Gray as Country Manager UK. Prior to adsquare, Karel gained nearly a decade s experience in digital and mobile advertising. He will now lead adsquare s UK operations, working directly with UK advertisers, agencies and trading desks to help better understand their audiences to make ads more relevant. Welcome aboard Karel!»For us at LiquidM it was important to enable our clients the easiest access to these data points. So we are very happy to provide a one-stop solution to buy audiences inside our platform. With just one click our clients can enhance their targeting with Audience data. Also the clearing will be done through LiquidM to offer a convenience usage«says Philipp Simon, Managing Director at LiquidM. With major supply side platforms, LiquidM advertisers have access to more than 200 billion monthly ad impressions. The combination of real time reporting, adsquare audiences and the brand safe option provides the basis for truly successful programmatic branding campaigns. By minimizing wastage, campaigns can be more efficiently controlled. Screenshot: LiquidM dashboard Programmatic premium is on-the-rise in the mobile space. The first adsquare & LiquidM campaigns for major brands are already providing successful results. The trend towards using self-service platforms confirms the increasing demand in the market for the automation of media buying.»programmatic premium is on the rise. Ensuring access to adsquare data is the natural solution to the increasing demand in the market for mobile audience data at scale«says Philipp Simon, Managing Director at LiquidM. AN ADSQUARE CELEBRATION adsquare has grown to 23 employees with further plans for expansion. To mark the opening of our new space we celebrated at our Berlin-Mitte office with close to a hundred friends and colleagues. To all of you who made it, thanks for the memories and for those who weren t there, see you at the next office warming! MEET US AT I-COM Global Summit. San Sebastian Mobikon. Frankfurt. Imprint Design: Formerei Bodnar Hensche GbR. Draft: Verena Hanschke. adsquare: Saarbrücker Straße 36, Berlin Copyright 2015 adsquare GmbH All rights reserved Ad Trader. Berlin Programmatique Expo. Paris. adsquare-ecosystem graphic page 3: Roberto Tenorio smart commuters graphic page 6 7: Alice Bodnar, Formerei fotos page 11: Fritz Richter 010 The Commuter Issue The Commuter Issue 011

7 Introducing Audiences 360 adsquare analyses the local context history and mobile behavior of users to create holistic audience segments. Audiences 360 is based on the analysis of audience data over time, harnessing billions of data points to go beyond current local context. adsquare leverages consumer s local context for programmatic advertising to make your ads more relevant. Discover the full value of mobile data at adsquare.com