M O B I L E A U D I E N C E

INSIGHTS FROM

STATE OF MOBILITY: SMART COMMUTERSISSUE #02 May 2015

LA PLACE MEDIA: FRANCE STANDS STRONG IN PROGRAMMATIC ARMS RACE

LIQUIDM: ONE-CLICK AUDIENCE TARGETING GERMANWINGS: CASE STUDY

Intro

02 – The Commuter Issue The Commuter Issue – 03

Visual Data

DEAR READERS,

Welcome to the 2nd edition of our Mobile Audience Radar. Our report aims to provide an ex-pert 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 up-date 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!

Bests from Berlin

Tom Laband, CEO

A MESSAGE FROM OUR CEO

CONTENTS

Issue No. 2

Visual Data Waking The Giant: Programmatic .................................................................... 03Mobile Audience Focus The State of Mobility: Smart Commuters ........................................ 04Case Study Frequent Flyers for Germanwings ..................................................................... 08Interview France Stands Strong in Programmatic Arms Race .............................................. 09Partnership LiquidM Integrate with adsquare for One-Click Audience Targeting ..................10Company News Meet our Country Manager UK .................................................................... 11

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.

WAKING THE GIANT: PROGRAMMATIC

PROGRAMMATIC AD SPEND UK

MOBILE ADS BOUGHT PROGRAMMATICALLYWorldwide

2014 2014 2017

68%

£ 3,2 billion

£ 1,2 billion

88%

2018 Sour

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55% 50%

04 – The Commuter Issue The Commuter Issue – 05

Mobile Audience Focus: CommutersMobile Audience Focus: Commuters

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%

34%

44%

16% 58%

COMMUTERS

DAILY COMMUTE COMMUTING CAR OWNERS

BUSINESS TRAVELLERS

VS

Market Share

average time could sell their car in favour of car sharing

would rather pack smart-phone than toothbrush

use smartphones to check traffic

use mobile tickets (e.g boarding passes)

time spent using smartphone

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 dai-ly commute by the digital extensions of ourselves – smartphones.

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 dis-played 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 commut-ers, 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.

STATE OF MOBILITY: SMART COMMUTERS

57 min

60% make calls

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

8. 32 % read news

9. 30% do mobile banking

10. 23% watch videos or movies

06 – The Commuter Issue The Commuter Issue – 07

Mobile Audience Focus: Commuters Mobile Audience Focus: Commuters

48% check weather

46% surf the web

30% do mobile banking

23% watch videos or movies

59% check mails

33% play games

32% read news

42% use social media or messaging

48% listen to music

TOP 10 WAYS COMMUTERS USE THEIR SMARTPHONES

SMART COMMUTING

The campaign achieved an impressive 35% uplift in CTR with a 0.51% CTR average.

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 program-matic budgets rising. The local demand is really grow-ing which is good from a yield perspective. In France,

programmatic now accounts for 24% of display spend. I expect mobile programmatic to exceed 10% of the mo-bile 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. Pub-lishers have a relatively small scale compared to inter-national 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 mo-bile 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 in-dustry fully embraces connected devices, 3D and virtual reality, so let’s cover the basics first.

In an amongst the travel category, audience data for targeting is central in campaign planning. The combina-tion 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 ear-ly bird deals on flights at the start of 2015.

In order to reach Frequent Flyers, adsquare analysed billions of data points at almost 100.000 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.«

By creating a multi-channel brand experience for Fre-quent Flyers with rich, reliable audience data German-wings were able to generate interest and interaction for their campaign whilst instilling a positive brand rela-tionship.

Key findings from the ad effectiveness study:

Vincent Tessier has close to 15 years experience in the field of media, dig-ital & 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.

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

PREMIUM AUDIENCES FOR TRAVEL & COMMUTING

35%

»The future of digital

advertising lies in

expertly targeted and

engaging ad experiences.«

says Vincent Tessier, Head of Mobile, La Place Media

08 – The Commuter Issue The Commuter Issue – 09

InterviewCase Study: Germanwings

REACHING FREQUENT FLYERS FOR GERMANWINGS

LA PLACE MEDIA: FRANCE STANDS STRONG

IN PROGRAMMATIC ARMS RACE

recognized the multichannel approach

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

TouristsBusiness Travellers

Daily Commuters Car Owners

Connected Drivers Frequent Flyers

63%55%

30%

29%

📷🚆 🚘 🔑 ✈ 💼

We’re pleased to announce our partnership with white label DSP LiquidM. The real-time integration offers ad-vertisers, agencies and trading desks self-service ac-cess to an array of mobile audience segments.

»For us at LiquidM it was important to enable our cli-ents 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 Di-rector at LiquidM.With major supply side platforms, LiquidM advertis-ers 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.

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.

Screenshot: LiquidM dashboard

010 – The Commuter Issue The Commuter Issue – 011

Company NewsPartnership: LiquidM

LIQUIDM INTEGRATE ADSQUARE DATA

FOR ONE-CLICK AUDIENCE TARGETING 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 mo-bile advertising. He will now lead adsquare’s UK oper-ations, working directly with UK advertisers, agencies and trading desks to help better understand their au-diences to make ads more relevant. Welcome aboard Karel!

INSIGHTS FROM THE SQUARE

Imprint Design: Formerei Bodnar Hensche GbR. Draft: Verena Hanschke. adsquare: Saarbrücker Straße 36, 10405 Berlin Copyright © 2015 adsquare GmbH All rights reserved.

adsquare-ecosystem graphic page 3: Roberto Tenorio smart commuters graphic page 6–7: Alice Bodnar, Formereifotos page 11: Fritz Richter

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!

AN ADSQUARE CELEBRATION

MEET OUR NEW COUNTRY MANAGER UK

MEET US AT27.–30.04.15 I-COM Global Summit. San Sebastian

11.–12.05.15 Mobikon. Frankfurt.

02.06.15 Ad Trader. Berlin.

09.06.15 Programmatique Expo. Paris.

»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.

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

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.