agency viewpoint on mobile paid media - wordpress.com€¦ · mobile media landscape ... sources,...
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Agency viewpoint on mobile paid media
@jonhook
@MediaComUK
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What often happens in mobile
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Whilst this kind of information is helpful to start the
conversation
We need to approach mobile with as much relevant insight as possible
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Focus on your customer
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Mobile media landscape….how we see it
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You may have seen this kind of chart in the past…
Giving you a view of the anything and everything in the digital space
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However we try to simplify this as much as possible
Reducing the wider marketplace to a set of partners
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There are a variety of places to buy display in the UK
Ad
Networks/DSP’s/PMP’s
Premium
Networks
Traditional Publishers
and Portals
Display Video SMS Social
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Ad network - Advertising networks work as brokers for both
suppliers (sites with content that can host ads) and buyers (the
advertisers). Joining an ad network frees sites from having to set
up their own ad servers and invest in tracking software. When you
buy with an ad network the buy is frequently blind (you buy an
audience rather than named sites).
Premium sales house – A premium sales house represents
publishers (usually exclusively), they are able to sell advertisers
visible networks of sites from named publishers. These can be
bought by vertical or via a range of targeting options.
Emergence ofut Advertiser Publisher
Ad
Network
Layers
Ad networks and premium sales houses
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Demand Side Platform (DSP) - A demand-side platform (DSP)
is a system that allows buyers of digital advertising inventory
to manage multiple ad exchange and data exchange
accounts through one interface. Real-time bidding for
displaying online ads takes place within the ad exchanges,
and by utilizing a DSP, marketers can manage their bids for
the banners and the pricing for the data that they are layering
on to target their audiences. Much like Paid Search, using
DSPs allows users to optimize based on set Key Performance
Indicators such as effective Cost per Click (eCPC), and
effective Cost per Action (eCPA).
Advertiser Publisher Madison
Demand
Side
Platform
(DSP)
Ad
Exchange
Supply
Side
Platform
(SSP)
DSP’s and super DSP’s?!
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PMP - For advertisers, Private Marketplace
means you have exclusive access to a
publisher’s inventory before other demand
sources, including other DSPs, advertisers,
and ad networks. The private exchange also
improves your spend ROI by letting publishers
share exclusive impression data with you –
including demographic composition,
behavioural patterns, geographic location, and
in-app purchase history. That data can also be
supplemented with additional publisher-
provided fields that fit your desired audience.
PMP Private Marketplace
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Best practice mobile planning & buying
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We can use ComScore multi-platform report and mobile
media metrics to understand our audiences mobile
browsing habits
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Whilst TGI helps us understand our consumers wider
mobile behaviour
23.1%
Ix 1
86
Search
Source: TGI /ComScore MobiLens 2012 Thrill seekers – ages 16-24 agreeing with any of the following statements: I have a keen
sense of adventure/ I like taking risks/ I prefer to be active in my leisure time
This can demonstrate;
Smartphone penetration
Search usage
Social engagement
Gaming
Content sharing
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A connections map can bring to life our
combined media planning
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NFC, Barcodes etc can help connect offline with online,
deliver content or vouchers or drive to web
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Challenges faced by agencies
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Information overload
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Challenges faced by agencies
Historically these are the kind of questions that can challenge
investment in mobile:
Do we have an optimised site or landing page?
What creative assets are available?
Do you have an App to download, can we track it?
How does mobile stack up against my TV GRP’s?
What is the role of mobile in the rest of my communications
mix?
However these can all be overcome easily.
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What we have to do is convince our clients of four
things
1. Their audience is mobile and leaving brands behind
2. Build out the role of mobile within the broader media mix
3. Identify relevant mobile partners
4. Mobile will deliver on marketing KPI’s/objectives
Everything needs to be accountable - we have addressed this by
creating a mobile technology stack that provides attributions across
mobile display, search and social This provides the best mobile ROI
measurement possible
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Case Studies A selection of our mobile work
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Country: UK Date: October 2013 Base: Exposed (219), Non Exposed (219)
Spontaneous brand awareness for Sony
was significantly stronger amongst those
exposed to the campaign.
Sony
Exposed
Non Exposed
60%
37%
Significantly higher/lower. Tested at 95% confidence interval.
Sony Mobile driving brand awareness and
consideration through mobile media
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Equivalent of 8 YEARS spent drawing
Or 2.24 million DESPICABLE ME 2’s!!!
Universal Pictures in game mobile media
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Sky dynamic location data in rich media ads
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Skoda connecting the physical and digital
Nearest Retailer
YouTube
ŠKODA Website
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