What Mobile Advertising Platforms can do for Advertisers and Networks

2/8/2013

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What Mobile Advertising Platforms

can do for Advertisers and Networks

Note: Includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets – in billions

2011 2012 2013 2014

$0.8

2015 2016

$1.7

$4.3

$8.4

$2.7

$6.4

Source: eMarketer, Dec 2012

Mobile ad spending in Western Europe 2011-2016

Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com

2/8/2013

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Inefficiencies in the mobile advertising market

Ad spend per media Time spent per media

TV Print Web Radio Mobile

Source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

43%

29%

40%

6%16%

22%11%

9%1%

23%

2011 US ad spending vs. consumer time spent using media


Welcome to thejungle!

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And all the roadswe have to walk

are winding

And all the lightsthat lead us there

are blinding

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At least we getgreat results!

Don‘t we?

Status quo of mobile app marketingNo useful tracking, no optimization

Campaign CPI CPX 2CPX 1InstallsCPCClicks


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//

/

/

/

/

CPI

ActiveUser

CP

Registration

Let’s look at advertisers KPIsEvery campaign should be tracked

OrderBooking

IAP Subscription

/Search

/Reorder

/CPC

/CTR


...and the KPIs of ad networksUnderstanding their business model

Blind

Ad impressions

Premium Blind

Premium

Low CPC

CPC

CPM

RevenueAd networks optimize

campaigns to maximize ad revenue per impression

(eCPM)

$$$

$$

$


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Introducing app marketing platformsOptimizing results for both advertisers and ad networks

3. Mobile Advertising Platforms

2. Ad Networks1. Advertisers


The daily routine of mobile advertisersMultiple ad networks, complicated tracking & opaque reporting need a

lot of time, money and effort to handle

More ad networks…

SDK Integration

SDK Integration

SDK Integration

SDK Integration

CPC CPD CPA

0,07 1,50 ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 2,00 ?

More SDKs… More reporting dashboards

INSTALLS

COST PER USER

Many tracking SDKs necessary Unclear reporting No optimizationFragmented market

Steps toadvertise

an app


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INSTALLSCOST PER USER

Life with a mobile advertising platformPlatforms make mobile app promotion easy and reduce CPI by 70%

One tracking Clear reporting OptimizationAggregated market

CPI reduction by 70%

Universal tracking SDK

CPC CPD CPA

0,07 1,50 3

0,07 2 2,5

0,09 1 2

0,07 0,5 3

0,06 0,5 2,8

Steps toadvertise

an app


Get transparency about your campaignTrack all campaigns in detail and understand where your valuable users come from

• Universal tracking for all ad networks and media sources (1 SDK/S2S)

• One easy-to-use analytics dashboard to manage all campaigns

• Detection of fraud & inefficiencies, i.e. detection of double announcements

• Automatic traffic quality analysis

• 100% campaign transparency (from publisher to custom in-app-conversions)


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Harness thepower of data

Optimize your ad spend & maximize usersA huge data-jungle with millions of campaign data cannot be mastered manually


CP

I w

ithout optim

ization

Ad n

etw

ork

-le

vel optim

ization

Clic

k fra

ud

pro

tection/b

lacklis

ting

Ca

mp

aig

n-

pa

ram

ete

r-le

ve

l o

ptim

iza

tio

n

31%

Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks.

Overall CPI

reduction of 70%

on average.

Level 1 Level 2 Level 3 Level 5

14%

13%

Publis

her-

leve

l optim

ization

12%

Level 4

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Set campaignoptimization to

autopilot


Benefits for ad networksSatisfied customers lead to further engagement

t

Increase absolute budgetsIncrease fill rates


t

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Benefits for advertisersMore active users, lower CPI

All delivered with ease of buying and maximum transparency



Benefits for the whole marketMaximum transparency, zero inefficiencies

� Leverage international traffic

sources

� Improve business critical

KPIs

� Identify performance drivers

� Provide market transparency

� Leverage international

advertiser base

� Attract new-to-mobile budgets

� Drive mobile marketing

investment

� Maximize yield of ad inventory

For Advertisers For Networks

2/8/2013

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Ready to rethink mobile?

Technology

What Mobile Advertising Platforms can do for Advertisers and Networks