The Mobile Project. Technology, Standards & Scale

Mobile Marketing Association

Josh Wexler GM, Mobile Rubicon Project


The Mobile Project: Technology, Standards & Scale

•  Mobile is crea9ng new revenue opportuni9es for publishers and new immersive capabili9es for adver9sers to reach their target audience. To benefit from these trends, publishers must embrace mobile and offer adver9sers ad formats to drive ROI in this highly fragmented market. In this session, you will learn how to create a strategy to maximize mobile in a mul9-‐screen world – leveraging technology and standards to do it at scale.


AUTOMATE BUYING &

SELLING OF ADVERTISING"

MISSION


#1 RANKING IN U.S. AUDIENCE REACH

RANK

PROPERTY

UVs

(MMs)

REACH (%)

1 Rubicon Project 214.2 96.7

2 Google Ad Network 208.0 93.9

3 Specific Media 198.1 89.5

4 Federated Media 193.4 87.3

5 AOL Adver9sing -‐ Adver9sing.com 186.5 84.2

6 AT&T 185.7 83.9

7 Genome from Yahoo 184.5 83.3

8 Vibrant Media 181.3 81.9

9 Real Media Group – 24/7 Access 177.8 80.3

10 ValueClick Networks 176.5 79.7

Ad Focus Ranking (U.S.) December 2012

# 1 •  Entertainment •  Entertainment News •  News & Information •  Technology

# 2 •  Auto •  Community Food •  Community Personals •  Games •  Health •  Real Estate

# 3 •  Education

Category Ranking


TOTAL CONTROL FOR BUYERS & SELLERS

#MMAF2013


AdverPsers The Rubicon Project Marketplace

Exchange Traded

AUTOMATION ACROSS DISPLAY AND MOBILE

REVV BUYER

DSPs

Ad Networks

Trading Desks

Agencies Direct Deals

#MMAF2013

REVV SELLER

PUBLISHERS

INFRASTRUCTURE


DATA-‐DRIVEN LEARNING ALGORITHMS & REAL-‐TIME CLOUD IP

Historical: 3.5 trillion trades Real-‐Time: 1,000,000 bids/sec

•  Bid price •  Clearing price •  Bid density

Pricing Algorithms •  Profiling •  Dynamic pricing •  Rules mgmt.

ProtecPon Technologies •  Helix™ (bots) •  SiteScout™ (malware) •  AdCheq™ (crowdsourcing) •  1M classified crea9ves

Bid Efficiency Algorithms •  Bid predic9on/throeling

•  Real time data pipeline •  Network Operations Center •  Zero failure protection (100% uptime)

•  18,000+ CPU Cores •  40+ gigabit/sec network •  3 petabytes storage

Big Data Pricing Meta Data

AucPon & ProtecPon Algorithms

Real Time Cloud

30ms per

trade

#MMAF2013


TECHNOLOGY STANDARDS

SCALE #MMAF2013


TECHNOLOGY PLATFORM

• Cross plaform & device • Dynamic crea9ve tools • Targe9ng • Measurement, Analy9cs & Forecas9ng

#MMAF2013


PREMIUM CONTENT, AD FORMATS, & ADVERTISERS

#MMAF2013

FORMATS Premium ad formats (e.g. rising star, dynamic ads)

TARGETING Enhance media with mobile specific targePng (e.g. geo, device targePng)

MEASUREMENT Measurement beyond impressions & clicks (e.g. aeribuPon)


>50% 2013 PUBLISHER’S MOBILE TRAFFIC PROJECTION

#MMAF2013


CASE STUDY: LEVERAGING PREMIUM AD UNITS

Description •  #1 Women’s site sees significant traffic growth in mobile and see money left on

the table •  Reactive mobile ad deals yield low CPMs •  Need to arm sales with premium ad package •  Need to arm sales with tools to upsell display advertisers to mobile

Results •  Increase CPM by 2-3x •  Upsell display advertisers to mobile

How? •  Package creative & media for display advertisers without mobile-optimized

assets •  Innovate on new mobile ad units that fits within user experience •  Analytics beyond impressions and clicks (e.g. emails sent, avg time video played

etc.)

#MMAF2013


Mobile CreaPve Best PracPces

•  Calls to action must be clear and kept to a minimum

•  Non-immediate calls to action are essential

•  Videos should be 30 seconds or less

•  Banner teaser and moderate animation increases engagement by 40 percent

•  Location, location, location

•  Adhesion units are a good way to offer premium products

#MMAF2013

Mobile Marketing Association #MMAF2013

RUBICON PROJECT BEST PRACTICE HIGH LEVEL DEEPER DIVE

Call To AcPon “Watch video, See how, Try now”, and other direct call to ac9on approaches increase engagement by 40%. User’s ac9on rate drops off significantly when presented with more than three calls to ac9on.

Non Immediate Calls To AcPon

37% of ac9ons taken by users are non-‐immediate (e.g. “Email this to me, Email to a friend, Send me a text reminder”), and others generate clicks and long tail engagement, especially for ads with offers or informa9on about a product or service.

Videos < 30 Seconds Half of video view 9mes were 16 seconds, and the average video view 9me across all campaigns was 30 seconds. Adver9sers need to capture a user’s aeen9on and deliver key messages within the first 16 seconds of their video clip.

Banner Teaser & Moderate AnimaPon

Rich media aeracts aeen9on, but it has a nega9ve effect when done to excess. The combina9on of a clear banner teaser such as “Watch video, See how, or Try now”, with a minimalist, one-‐9me anima9on of text and image, or an animated video thumbnail teaser aeracts the aeen9on of users without compromising their experience.

LocaPon, LocaPon, LocaPon Geo-‐targe9ng and dynamically adap9ng ad crea9ve to the user’s loca9on (e.g. automa9cally showing driving direc9ons or different product offers by loca9on) increased click-‐through engagement by 27 percent.

Adhesion Units Adhesion are a good way to implement a 9ered approach to your ad products. Adhesion can command with 2-‐3x CPMs with 2-‐3x CTR performance.

Documents

The Mobile Project. Technology, Standards & Scale