Monetizing Mobile Inventory via Cross-Media

lmt Digital Conference 2015 9th Sep, 2015 ATTILA WEISZ Business Development Director Audience Measurement Services www.gemius.com

QUIZ: Which screen out of all is looked at for the longest

time in a day on average?

SOURCE: Flurry - US, Q3/2014 – of those having smartphones

QUIZ: Which screen out of all is looked at for the longest

time in a day on average?

SOURCE: Flurry - US, Q3/2014 – of those having smartphones

Mobile is Shifting to the Centre of

Multiplatform Media Landscape &

Integrated Marketing Communication Strategies

However: when it comes to actual ad revenues and campaign booking, mobile is still a silo

Today: one way demonstrated how to better leverage on

Mobile – for both Publishers and Advertisers

Let’s Meet

8

Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turkey, Denmark, Moldova, Belgium, Luxembourg

JIC Standard:

Lithuania, Latvia, Bulgaria, Bosnia, Croatia, Serbia, Ukraine, Belarus, Estonia

De facto currency:

Russia, Romania, Portugal, Macedonia, MENA (UAE, KSA, Egypt, Syria, Lebanon, Jordan, Oman, Qatar, Iraq, Kuwait, Morocco)

Start-up:

Gemius – The Currency in Internet Audience Measurement

Mobile Media Consumption Trends

MOBILE WORLDWIDE = GROWTH

Smartphone Sales

Time Spent with Mobile

Internet of Things (IoT)

11

Mobile Traffic Boom in CEE

75%

80%

85%

90%

95%

100%

2011.01 2011.03 2011.05 2011.07 2011.09 2011.11 2012.01 2012.03 2012.05 2012.07 2012.09 2012.11 2013.01 2013.03 2013.05 2013.07 2013.09 2013.11 2014.01 2014.03 2014.05 2014.07 2014.09 2014.11 2015.01

PC Phone Tablet

84%

13%

3% 99% 1% 0%

Source: gemiusRanking, 01.2011-02.2015 CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia,

Bosnia, Macedonia, Moldova)

12

Mobile Traffic Boom in CEE

13%

3% 99% 1%

Source: gemiusRanking, 02.2015 CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia,

Bosnia, Macedonia, Moldova)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Croatia

Serbia

Slovakia

Hungary

Russia

Estonia

CEE

Latvia

Belarus

Moldova

PC Phone Tablet

13

Latvia at CEE-Average

13%

3% 99% 1%

Source: gemiusRanking, 02.2015 CEE: (Belarus, Russia, Ukraine, Lithuania, Latvia, Estonia, Hungary, Czech Republic, Poland, Slovakia, Serbia, Slovenia, Romania, Bulgaria, Croatia,

Bosnia, Macedonia, Moldova)

85% 12% 3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Croatia

Serbia

Slovakia

Hungary

Russia

Estonia

CEE

Latvia

Belarus

Moldova

PC Phone Tablet

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

PC Traffic non-PC Traffic

Mobile Traffic Reached That of PC in Denmark (Page Views)

Source: gemiusRanking, 09.2015

Mobile Media Advertising

Contribution to Global Growth in Ad Spend by Medium

2013-2016

Source: Zenith Optimedia Sep, 2014

42.0%

30.0% 28.0%

6.0% 3.0%

1.0% -3.0% -7.0%

-10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

MOBILE TELEVISION DESKTOP INTERNET

OUTDOOR RADIO CINEMA MAGAZINES NEWSPAPERS

Mobile Internet Ad Spending Worldwide – 2012-2018

(in USD Billions)

Source: eMarketer 2014-2015

8.76

17.96

31.45

45.85

61.4

77.67

96.91 119.5%

105.0%

75.1%

45.8% 33.9%

26.5% 22.2%

2012 2013 2014 2015 2016 2017 2018

However: when it comes to actual campaign booking,

mobile is still a silo

Programmatic vs. Premium

How to Change Silo Approach?

The biggest obstacles to multiscreen advertising a) lack of audience tracking b) lack of proper targeting

Q2/2014 - Survey* of US agency Professionals

*Source: Jivox, (more than half of respondents (54%) mentioned)

Cross-Platform/Media

Cross-Platform is one of the most important topics now in digital advertising – still in early stages

Big shift from talking about devices to talking about people.

If talking about People, deduplication is the key challenge

Deduplicated Cross-Media Reach

What is it & Why bother ?

If only we could deduplicate ….

- Total Inventory of a Single Content will Increase - larger inventory for Publishers, better Integrated Marketing

Solutions to Advertisers

- program-level // ad-level

- platform-level (PC, SmartTV, Tablet, etc.)

- media-level (TV, Internet, Print, Radio, etc.)

- Help Optimize CPT/CPM Prices - Better Targeting

Working Example Denmark

27

Hybrid Methodology

SITE CENTRIC DATA

www apps

USER-CENTRIC DATA

stream

Cookie Panel

Software Panel

Fusion Panel

+ POPULATION DATA

Establishment Survey

DATA PROCESSING RESULTS

Real Users Reach

Soc-Demo

Page views Time

Visits

The declarative and real activity information is fused

The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics

Several verification steps, including filtering out abusive events and data quality tests are applied

28

Hybrid Methodology

SITE CENTRIC DATA

www apps

USER-CENTRIC DATA

stream

Cookie Panel

Software Panel

Fusion Panel

+ POPULATION DATA

Establishment Survey

DATA PROCESSING RESULTS

Real Users Reach

Soc-Demo

Page views Time

Visits

The declarative and real activity information is fused

The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics

Several verification steps, including filtering out abusive events and data quality tests are applied

29

Hybrid Methodology

SITE CENTRIC DATA

www apps

USER-CENTRIC DATA

stream

Cookie Panel

Software Panel

Fusion Panel

+ POPULATION DATA

Establishment Survey

DATA PROCESSING RESULTS

Real Users Reach

Soc-Demo

Page views Time

Visits

The declarative and real activity information is fused

The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics

Several verification steps, including filtering out abusive events and data quality tests are applied

BREAKING NEWS: Total (Deduplicated) Reach

is Official Currency

in Denmark from Q1 2015 in Belgium from Q3, 2015

New Currency Launched in Q1, 2015

BEFORE – Reach of Top Content in Market

Reach

Website

AFTER – Reach of Top Content in Market

Reach

Website

Incremental Reach Re

ach

Website

AFTER – Reach of Top Content in Market

How to get there?

36

BEHAVIOURAL PANEL SYNTHESIS™ (BPS™)

37

ID PANEL DEVICES GENDER AGE … krak.dk dr.dk tv2.dk …

123 PC PC only Female 14 … No Yes Yes …

456 PC PC & Tablet Female 45 … Yes No Yes …

789 PC PC & Mobile Male 28 … Yes Yes No …

456 Tablet PC & Tablet Female 45 … No No Yes …

101 Mobile PC & Mobile Male 32 … Yes No Yes …

… … … … … … … … … …

DATA USED IN BPS™ PROCESS

38

ID PANEL DEVICES GENDER AGE … krak.dk dr.dk tv2.dk …

123 PC PC only Female 14 … No Yes Yes …

456 PC PC & Tablet Female 45 … Yes No Yes …

789 PC PC & Mobile Male 28 … Yes Yes No …

456 Tablet PC & Tablet Female 45 … No No Yes …

101 Mobile PC & Mobile Male 32 … Yes No Yes …

… … … … … … … … … …

Devices Socio-Demog Behavioural Patterns

vast amount of behavioural data

DATA USED IN BPS™ PROCESS

39

BEHAVIOURAL PANEL SYNTHESIS™ (BPS™)

40

MOBILE – Integral Part from Planning to Post Buy

*BPS= Behavioural Panel Synthesis

PLANNING

POST BUY ANALYSIS

OPTIMIZATION

41

MOBILE – Integral Part of the Digital Media Landscape

1. Segmentation

of the traffic 2. Single platform study 3. BPS*

*BPS= Behavioural Panel Synthesis

… moreover: from website to stream

43

Mobile Stream vs TV

Integrating and deduplicating TV and internet data (Proof of Concept Project running – First Results to Come)

+ All this ON A DAILY BASIS

… so get ready for …Premium Data & Premium Mobile Advertising!

Thank you!

Gemius SA 18 B Postępu Street

02-676 Warsaw

Attila Weisz

Business Development Director

Audience Research Solutions Phone: +48 691 100 895 E-mail: attila.weisz@gemius.com www.gemius.com