Jurassic World! How smartphones altered the DNA of Advertising.

@ColinMiles VP, InternetQ / Minimob

@InternetQ @ColinMiles

The story so far...

@InternetQ @ColinMiles

The Hero!

@InternetQ @ColinMiles

How scary is this?

…no not this…

@InternetQ @ColinMiles

Scary Big!

@InternetQ @ColinMiles

Scary Bad!

“The first rule of phone club, is that there is no

phone club!”

@InternetQ @ColinMiles

US$1 billion MOVIE within two weeks!

US$3.75 billion MOBILE AD SPEND in one week!

Scary Good!

@InternetQ @ColinMiles

[$195] Billion dollar baby!

@InternetQ @ColinMiles

“Half or more of the paid online display

advertisements that ad networks, media

buyers, and ad agencies have

knowingly been selling to clients

over the years have never appeared in front of live human

beings.”

Extinction Event? Death of Display.

@InternetQ @ColinMiles

“I'll bet that within 10 years we'll look back at banner ads, and perhaps most interruptive advertising, as a quaint artefact of yesteryear.

Interruption is an annoyance, and the fight to win smartphone and subscription dollars is both destroying the past and creating a new future.

I can't wait.” Bob Gilbreath, co-founder and president of Ahalogy.

Extinction Event? Death of Display.

@InternetQ @ColinMiles

@InternetQ @ColinMiles

@InternetQ @ColinMiles

@InternetQ @ColinMiles

Jurassic

World!

@InternetQ @ColinMiles

Minimob Park!

Demand Supply

DSP / Ad Networks

App Publishers

MNOs

Brands

InternetQ Services

SSP / Ad Exchanges

App Publishers

App DevelopersMobile Sites

Ad Networks

Own Supply

Real-Time Bidding

Campaign Optimization

@InternetQ @ColinMiles

SDK installs by countryUnited States 15.0%

Brazil 6.6%

Mexico 6.5%

India 4.8%

Germany 3.5%

Italy 3.2%

Thailand 2.8%

Philippines 2.5%

Russian Federation 2.4%

South Korea 2.3%

Campaigns by Source

Top Countries

22%

27%

11% 9%

15%

16%

App Distribution by Category

Jul Aug Sep Oct Nov Dec

38 3543

4755

59

€0.98 €0.93 €1.01 €1.05 €1.04 €1.11

Active SDK (million)eCPM (€)

eCPM & Active SDK

Operators

Brands (Direct)

Ad Networks

19%

13%

68%

Campaigns per month

Jul Aug Sep Oct Nov Dec

2144

1717

22572437 2602 2583

Campaigns

Performance Models

@InternetQ @ColinMiles

@InternetQ @ColinMiles

Performance-RTB-DNA

@InternetQ @ColinMiles

@InternetQ @ColinMiles

Food For Thought?

3,000 orders per

day!

93,000 pizzas per

month!

@InternetQ @ColinMiles

Changing Times for the business of App distribution & marketing!

1. Non-incent (CPI)

2. Incent (CPI)

3. Soft Incent (CPI)

4. CPE (Engagement)

5. Dynamic CPI (with post install event tracking optimizing in real time towards the KPI)?

6. Hybrid CPI (with post install event tracking optimizing in real time towards ‘progressive’ KPI)

7. Cost per acquisition (CPA), EG: registration, order etc…

Performance Payouts?

@InternetQ @ColinMiles

Always a bigger fish!

@InternetQ @ColinMiles

Welcome!

(Behind You!)