Prsentation PowerPoint
PARIS - NEW YORK - LONDON - SO PAULO - SINGAPOREHOW TO GET THE
BEST FROM YOUR MOBILE AD-STRATEGY AND AVOID PITFALLS WHILE
PROTECTING YOUR BRAND?
African Cristal Festival oct 3rd
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The Mobile of Everything in numbers.
Frenetic usages
$72B worldwide revenues in 2015
E-marketer: includes display (banners, video and rich media) and
search; excludes SMS, MMS and P2P messaging
$ 31 B
NORTH AMERICA
$ 25 B
ASIA PACIFIC
113 min 66 min 146 min149 min
$ 14 B
EUROPE
$ 2 B
LATAM
Mobile 1st
$ 0.35 B
MEA
Highly popular apps and mobile sites are driving frenetic usages
and audiences in billions. `A generation media has popped up in a
few years. 260M Mobile Internet users in Africa, 200M use Social
Networks
soon to outpace the fixed Internet ecosystem and expected to
top
$72B worldwide revenues in 2015 for Mobile internet ad spend
Worldwide* 200B expected by 2019
LaTam / Middle East Africa still little but fast
growing.3-digits ytoy growth2
In 2016mobile ad spend will exceed $100 billion USD
globallyE-marketer, April 2015
accounting for more than 50% of all digital ad spend.
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Confidential Reproduction prohibited without prior
authorization4Today, Mobile is about purchasing,not just about
researching and gaming
37% of e-retail transactions from Black Friday through Cyber
Monday were made on smartphones and tablets
People are not at all afraid to drop major money shopping on
mobile devices
Mobile is now a sales channel. Its a fact. Advertisers must
consider it.
02/10/15
PROBLEMMOST MARKETERS ARE MAKING DECISIONS BY ASSUMING THAT
MOBILE IS DESKTOP LIKE.
THEY WILL BE EITHER LUCKY OR WRONG
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Brands are wrong by thinking that mobile is like web. When 40%
of their online traffic is Mobile and less than 1% of their sale
are mobile, you know somethings wrong!
Cookies dont work properly on mobile, you cant rely on them. Its
an APP World. Cookie based Technologies are outdated.
02/10/15
MARKETERS NEED A COMPLETE CONTROLCreative
DMP to organize 1st & 3rd party data and optimize
algorithms
AdServing
Intelligent bidding platform
Tracking
Analytics
Ad verification & Anti bot Viewability & engagement
S4M created a mobile native ad tech including:-Intelligent
Building platform to manage custom audience and clusters-AdServing
to control the adverification-Tracking to measure the mobile
engagement on the right KPI-AnalyticsTHAT MOBILE NATIVE FULL STACK
IS RUNNING FOR MRC CERTIFICATION.
The more we run a mobile campaign for an advertiser, the more we
collect data to feed our Algorithms within the DMP.
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Juggles with audiences
plays retargeting scenarios and crafts dynamic messages
Mobile trader
30%Optimization ROI Campaign
TO ENTER THE VIRTUOUS CIRCLE OF PERFORMANCEbuilding predictive
algorithms as a crucial marketing asset.
A mobile trader has all the information to optimize a mobile
campaign!
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AWFULLY COMPLEX Mobile media is
casting a shadow over its technical maturity.
Time has come to OPEN the black box, share TRANSPARENCY, and
build TRUST.
CampaignAdVerification allows you to control
Delivery
Location
Targeting
Indicators available :Countries, citiesOS name, OS versionDevice
type, brandReferrer, mobile site audience, and category
(IAB)Carrier*Time slot*Connection type*Brand Safety *
* Next release
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BRAND SAFETY
VIEWABILITY
TARGETING
Ads need to be seen by
HUMANS!
In relevant ENVIRONMENTS
By the right AUDIENCE
Hopefully, MRC & IAB guidelines and accredited SaaS tracking
platforms may finally deliver trusted audiences, for marketers to
get what they paid for.
Your ad need:
1/ to be seen by humans
2/ in relevant environnements
3/ by the right audience
Campaigns may run on inadequate environments
*S4M viewability based on the 100% loaded ad + we are
experimenting a 100% Html5 display to provide
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DATA IS NOT JUST ABOUT RELIABILITY IN DELIVERING ADSIt is also
about user experience efficiency
NATIVE EXPERIENCE
DATA TELLS A STORYTARGETINGTRACKING
Data is not just about reliability in delivering adsThese
experience datasets tied together with media performance will
bolster the much anticipated mobile creative revolution
NATIVE
EXPERIENCEGesturesLocationCompassAccelerometerVideo3DMicrophoneCameraCalendar,
call, mail
DATA TELLS A STORYLocalizationTimeWeather
TRACKINGViewability ExperienceEngagementConversionProduct
availabilityLocal price comparisonCRM Coupons
TARGETING & TRADINGCapingFirst PartyRetargeting
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TO MEASURE THE ENGAGEMENT OF MOBILE USERSFROM A TRUE IMPRESSION
TO A LANDING PAGE
Reluctants
Involved
CLICK
Case StudyRenault KADJAR campaign (June 2015)
Custom audience, format & viewability optimisation
Renault enters Cross Over segment late after key competitors
(Nissan Qashqai) Contribute to building the Dare to live brand
territoryTarget audience: 25-49 y/o;
AB+CONTEXTAPPROACHVIEWABILITYBranding campaign through high quality
formats Audience clusters targeting and retargeting around Extreme
Sports, Outdoor, Nature Ensure full transparency on Ad
Verification
11,5M requests9,7 M impressions paidS4M Viewability Criteria100%
loaded + 1sec9,7 M loaded
19K SavingsTrue Impressions True Value
Cliquez pour modifier
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Viewable Impression
Visit(App / Mweb)Click
Pay only for High Quality KPIs100% Loaded+1 secNet of bots,
fraudulent clicks, fat fingersLanding pageFully Loaded+1
sec(deeplink)Video
>50% seen
Viewable impression = 100% loaded + 1SecVideo: we track
completion rate Click: net of bots, fraudulent clicks, fat fingers
Visit = Landing page 100% loaded + 1SEc Visit vcould either on a
Mweb site or on apps. Thanks to Deeplinking, search redirects
automatically to a page inside the app without passing by the
stores/
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Christophe [email protected]
THANK YOU!
