new medialets is the rich media ad & analytics platform for mobile … · 2013. 10. 25. · 1!...
TRANSCRIPT
1!
Medialets is the !Rich Media Ad & Analytics!Platform for Mobile Apps."
We are exclusively focused on enabling ad campaigns in native mobile apps on devices such as iPhone, Droid, & BlackBerry
Storm to allow for maximum performance and CPMs.
+ +
2!
ABOUT MEDIALETS!
• Founded in 2008 by Eric Litman, co-founder of early interactive pioneer Proxicom and founder of global internet and mobile agency Viaduct Technologies.!
• Management team brings deep expertise from the online advertising, including CTO Keith Gelles, co-founder of PointRoll, and Aaron Mittman, VP Global Sales, who built the DART sales team for DoubleClick.!
• Largest installed base of rich media advertising in mobile and 10s of thousands of apps using Medialets’ mobile analytics platform.!
COMPANY FOUNDED, LAUNCHES 41 DAYS
LATER, IN SYNC WITH APPLE’S APP STORE !
RECOGNIZED BY ALWAYS ON 100 and RED HERRING 100
AWARD!
WINS OMMA AWARD FOR WORLD’S FIRST
SHAKEABLE AD – DOCKERS CAMPAIGN!
CLOSES SERIES A FUNDING WITH DFJ GOTHAM, FOUNDRY
GROUP, BOBBY YAZDINI!
INTRODUCES RICH MEDIA AD FORMATS
FOR APPLE’S iPAD!
JUNE 2008! JANUARY 2009! MAY 2009! SEPTEMBER 2009! MARCH 2010!
3!
WHO USES MEDIALETS?!A growing roster of premier publishers & applications!
4!
TECH FUNDAMENTALS!Our infrastructure was created from the ground up to address the unique challenges
and opportunities inherent in running ad campaigns in native mobile apps.!
5!
AD CREATIVE IS CACHED ON-DEVICE!Ad content downloads one time and displays from cache for instant engagement.!
When the app loads, it checks in with the
Medialets ad servers to learn of any new or
changed ad campaigns. This “check-in” has no
effect on app performance.!
While the user interacts with the app, ad content is gracefully downloaded in
the background. Ads usually take just a few seconds to download.!
When any ad content has completed
downloading, it can be displayed immediately
from cache.!
An end user launches a Medialets-enabled app.!
ADS DOWNLOAD"IN BACKGROUND"
REQUEST FOR ADS AND TRAFFICKING SETTINGS"
CREATIVE CACHING !IS A NECESSITY"
• Connectivity is never guaranteed on mobile devices. i.e., ads may display while the user is on the subway."
• Cached creative can always display, regardless of current connectivity."
• Ads can reliably display immediately once downloaded. "
6!
METRICS ARE CACHED ON-DEVICE!Impression, clickthrough and interaction data is always accurately captured.!
DATA CACHING !IS A NECESSITY"
• Connectivity is never guaranteed on mobile devices. i.e., ads may display while the user is on the subway."
• Cached event data is always captured, regardless of current connectivity."
• Event data is uploaded to the server the next time the app is run while online."
When an impression, clickthrough, or any other engagement
event occurs, events are instantly stored in a
local, on-device database.!
When the user exits the app, the device
submits the data to the Medialets ad servers.!
In the event that the device is unable to successfully transmit the data (i.e.
user is on the Subway) the data will be transmitted to the Medialets ad servers the next time the app is run. Data will
be kept safely on-device until it is successfully transmitted.!
...time elapses...!APP EXIT" APP LAUNCH"
IMPRESSIONS"
CLICKTHROUGHS"
SHAKES"
ANY EVENT!"
7!CONFIDENTIAL. NOT FOR DISTRIBUTION.!
LOCAL CACHING & ASYNCHRONOUS"
• Locally stored event data is sent asynchronously to server in the background when network is available"
• Allows deep instrumentation and functions when offline"
• Does not impact device, network, or app performance"
• No limits on scope of data captured"
• Compatible with the myriad of emerging devices and network scenarios"
• Insulated from the fragility of web beacons/pixels – Medialets measures at the OS level"
ON-DEVICE"AD SERVER
DETERMINES"WHICH ADS TO
DISPLAY"
EVENTS ARE INSTANTLY STORED
IN AN !ON-DEVICE DATABASE"
ALL EVENTS ARE RELIABLY SENT TO
ANALYTICS SERVER AS CONNECTIVITY
ALLOWS"
AD CREATIVE IS DOWNLOADED TO ON-DEVICE CACHE PRIOR TO DISPLAY"
1! 2!
3!4!
DEVICE-SIDE AD SERVER!Impression, clickthrough and interaction data is always accurately captured.!
8!
3RD PARTY SERVER INTEGRATION!
Provide us with a Dart (or any 3rd party) ad tag, and manage
entire campaigns with your existing ad server.!
Provide us with impression and clickthrough tracking pixels and
data will be sent to any 3rd party ad server when events occur.!
Note that ads and tracking mechanisms via 3rd party server require device connectivity at runtime.!
TRACKING DATA"
AD TAGS SERVED"
TRACKING DATA"
Use Medialets’ out of the box rich media mobile ad serving infrastructure and/or utilize your own 1st and 3rd party ad serving capabilities.!
9!
AD FORMATS!Ultimate performance. Ultimate versatility.!
10!
BANNER ADS!Banner ads can be any size. Common banner sizes & placements include:!
320x50 Banner in a scrolling table! 300x50 (House) Banner in locked position above the tab bar!
320x50 Banner in locked position under top navigation bar!
320x320 Banner!
11!
EXPANDABLE ADS!Banners can tap to secondary, cached ad content.!
Any banner ad can tap to secondary, cached ad content.!
When the banner is tapped, secondary, cached ad content slides into view, above the app.!This expansion is measured as an engagement metric, not a
clickthrough."
The height of the secondary ad view can vary per creative. This example illustrates a 320x416 expanded view (excluding the
title bar and Done button).!
When the expanded ad is tapped, the clickthrough event is
recorded!
12!
EXPANDABLE ADS!Expandable ads can be any height.!
Fixed position banner above tab bar! When banner is tapped, secondary, cached ad content slides up from bottom of screen.
Expanded portion can be any height.!
13!
INTERSTITIAL ADS!Interstitials are fullscreen placements that appear between app sections.!
The user taps to read an article.! As the article loads, the cached interstitial ad slides into view,
between app pages.!
The user interacts with the interstitial ad.!
When dismissed, the fullscreen ad slides out of view, revealing the
article page.!
14!
SPLASH SCREEN BANNERS!Splash screen placements appear at app launch.!
200x70 Sponsor Logo appearing at app launch!
In the event that there is currently no sponsor, a logo
simply does not appear.!
Sponsor Logos are not limited in size or creative content, usually only
in on-screen duration.!
15!
APP FRAMES & TAKEOVERS!App Frame + Transparent Banner!
Ambient sponsor app frame consists of full-screen artwork that sits behind
functional app area!
When user scrolls table up, a TRANSPARENT banner appears
inline allowing clickthrough. !
Non-scrolling background is visible through transparent banner.!
16!
PURE VIDEO AD (PRE-, MID-, OR POST-ROLL)!Video Content Plays Inline with Content Video!
When the video is dismissed, the user is returned to the app.!
User clicks to play video content in app.!
When the ad is tapped, the video ad begins to play using the standard, fullscreen movie player interface.!
When video ad completes, the content video begins to play automatically.!
Skip button is optional and customizable."
16!
17!
EMBEDDED VIDEO PLAYER!Video Content Plays Directly Within Ad or Full Screen!
A full-screen ad prompts the user to tap to play a theatrical trailer.!
The clickthrough action can be performed at any time.!
When the full-screen button in the video player interface is
tapped, the video switches to play using the standard, fullscreen
movie player interface.!
When the video is dismissed, the user is returned to the ad.!
The trailer video plays directly within the ad.!
The video player interface fades in when the video area is
touched, and fades out after a few seconds if not used.!
18!
iPAD AD FORMATS!Maximizing the potential of a new devices!
SKYSCRAPERS!
The user will find a 160x600 Skyscraper banner, while on the iPad application. Shortly after, an animation
of a digital camera falling inside the banner container will start.!
The banner will prompt the user to “Tap to Tag”, meaning, to tag a “MY
BUY” logo onto any digital camera they tap. The game will became more
challenging as the cameras fall faster and start to fill the screen. !
When the banner screen is full, the game ends and a window will let the
user know how they scored. They can choose to replay or to click through to
find out more on the cameras !
INTERSTITIAL WITH LEAVE BEHIND!
A full-screen interstitial will be seen by the user, while on the iPad application. !
The interstitial moves away, revealing the content of the App.!
A leave-behind 200 x 70 button will be positioned to the bottom right corner
of the App.!
21!
The reveal will show a 984x600 expanded banner taking over the app. The user will be able to close this view at any time.!
A 492x600 banner will live !on the iPad application.!
When the user taps on the banner, it will resemble the experience of flipping a page in 3-D, as the banner unfolds on the screen.!
EXPANDABLE PAGE CURL!**COMING SOON**!
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METRICS & REPORTING!360º Insight!
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FULL WEB POST–CLICK STREAM*"
APP STORE"
MAPS"
VIDEO, ETC."
POST–CLICK METRICS" AD ENGAGEMENT METRICS" APP / PRE-CLICK METRICS"
USER ENGAGES!WITH AD"
IMPRESSIONS"
CLICKS"
SCREEN TIME"
SHAKE, TILT"
SURVEY, ETC."
USER PERFORMS!AD CLICKTHROUGH"
App analytics are interesting. But analytics tied to monetization are driving mobile business.!
*Our browser tracks all landing site activities.!
UNIQUES"
# RUNS"
RUN LENGTH"
FREQUENCY"
CUSTOM EVENTS"
THE FULL MOBILE DATA SPECTRUM!
24!
METRICS COLLECTED!360º Insight!
Default Metrics:"
Impressions, Clickthroughs, CTR!
Geographic Location!
App Name/Version, Etc.!
Ad View Duration!
Device Type, Net Connection Speed, etc.!
Engagement Did user interact with the ad? (true/false)!
Custom Engagement Metrics, i.e.:"
Number of Shakes (#count)!
Page Views within Ad!
Absolutely Any Event Can be Captured!
25!CONFIDENTIAL. NOT FOR DISTRIBUTION.!
MEDIALYTICS.COM REPORTING!Reporting Interface Examples!
26!CONFIDENTIAL. NOT FOR DISTRIBUTION.!
MEDIALYTICS.COM REPORTING!Reporting Interface Examples!
27!CONFIDENTIAL. NOT FOR DISTRIBUTION.!
MEDIALYTICS.COM REPORTING!Reporting Interface Examples!
28!
CLICKTHROUGH ACTIONS!Medialets ads can each utilize any number of the following clickthrough actions.!
29!
CLICK TO WEB!Web URLs open in an embedded web browser above ad content.!
Embedded web browser slides into view above the current app,!
User can navigates web content with Back and Forward buttons.!
User taps the ad.! When browser is dismissed by the user, the app is still opened.!
30!
CLICK TO VIDEO!Link directly to a hosted video file (Quicktime video or YouTube)!
When the video is dismissed, the user is returned to the ad.!
A full-screen ad prompts the user to tap to play a theatrical trailer.!
When the ad is tapped, the video begins to play using the standard, fullscreen movie player interface.!
31!
OK!
CLICK TO APP STORE!Link directly to any app in the iPhone App Store.!
10 MB app size limit for download of Edge or 3G (imposed by carrier).!
User taps ad to download an app from the iTunes App Store.!
Cancel!
An optional default modal popup appears when ad is tapped allowing the user to confirm their selection.!
If the user taps the OK button in the popup, the current app closes and!
the App Store app is launched directly to the product page.!
User taps ad!
32!
OK!
User taps ad to download an app from the iTunes App Store.!
Cancel!
An optional default modal popup appears when ad is tapped allowing the user to confirm their selection.!
If the user taps the OK button in the popup, the current app closes and!
the App Store app is launched directly to the product page.!
User taps ad!
CLICK TO ITUNES MUSIC STORE!Link directly to any title in the iTunes Music Store.!
33!
OK!Cancel!
User taps ad!
CLICK TO CALL!Link directly to any phone number to place a call instantly.!
User is invited to click to call now.!
A required modal popup appears when ad is tapped allowing the user
to confirm their selection.!
The current app closes and the Phone app launches, automatically
dialing the desired number.!
This feature is not available on iPod Touch devices.!
34!
CLICK TO MAP!Link directly to any Google Maps address or saved search link.!
The current app closes and the Google Maps app launches, showing
the user the desired map. !
User is invited to tap the banner to view the nearest locations.!
35!
DISMISS BUTTONS!Customization options allow for seamless UX integration.!
36!
DISMISS BUTTONS!Flexible solutions for dismissing ads.!
Skip Bar positioned at the top of an 320x480 interstitial ad!
Title Bar and Done dismiss button in a 320x416
expanded ad. “Advertisement” text can be customized (15-char limit).!
Page Curl dismiss button in the bottom-right corner of a 320x480 interstitial ad.!
Custom close button on a banner ad. Banner ad slides down out of
view if close button is tapped.!
37!
CREATIVE EXECUTIONS!Examples of the Medialets Ad Platform in Use!
38!
CORONA EXTRA!Rich Media Interactive iPhone Ad Concept!
1. Scene is revealed. Unattractive beach goer enters scene and begins disrobing.!
2. User is prompted to drag Corona bottle to the right.!
3. User drags bottle, covering up the unattractive beach goer.!
4. Relax Responsibly messaging fades in. Ad could remain on-screen or auto-dismiss.!
38!
39!
NY State Lottery!
An interstitial ad appears, inviting user to “scratch-off ” a specified area on the screen.!
User begins scratching off the area to reveal a hidden
message.!
Hidden message is revealed after user scratches off the entire area.!
User continues to scratch off the area. Hidden message starts to become visible.!
White & yellow “lights” around perimeter of screen flash in a rotating marquee chase pattern!
Scratch-off Ad!
40!
SHUTTER ISLAND!
Play Trailer clickthrough action plays theatrical trailer full-screen.!
“Remind Me” clickthrough signs user up for alerts via SMS.!
When second lightning flash stops, title and credits are revealed.!
Release month and Register CTA link fades in.! Theatrical Trailer CTA link
fades in.!!" #" $" %"
&"
41!
CRACK!"BOOM!"
CRASH!"
SHUTTER ISLAND!Easter Egg! "
After ad plays through its sequence, if the phone is shaken by the user, the lightning
and thunder sequence will play again.!
TRUE BLOOD!TV.Com Rich Media App Takeover Ad Concept!
Once in the the TV.com application, the user will tap somewhere and find that their touchscreen has become a fingerprint magnet: every decision they make on screen will be visually recorded by a bloody, red fingerprint. !
The fingerprints left on the screen will start “bleeding” and running down the screen.!
As this happens, the TV.com app starts to fade away and a blank canvas takes over. It’s almost as if the user has been bitten by a vampire and is starting to lose consciousness.!
TRUE BLOOD!
Easter Egg: Before or after performing the CTA, the user will be able to leave fingerprints that fade away in the “blood” that now fills their screen.!
Other elements start to fade in, announcing the third season of True blood along with one or more CTAs.!
“Blood” begins dripping down from the top of the screen, which will eventually cover all the finger prints and the app screen in the background.!
44!
ENGAGEMENT RATES!Unparalleled Engagement on Any Medium!
45!
Dockers iPhone Ad!Time per Interaction!
INT
ERA
CT
ION
TIM
E (S
ECO
ND
S)"
*SOURCE: DOUBLECLICK!
46!
Dockers iPhone Ad!Interaction Rate!
INT
ERA
CT
ION
RAT
E (%
)"
*SOURCE: DOUBLECLICK! **SOURCE: INSIGHT EXPRESS!
47!
Dockers iPhone Ad!Distribution of Interaction Time!
% O
F T
OTA
L IN
TER
AC
TIO
NS"
*SOURCE: DOUBLECLICK! **SOURCE: INSIGHT EXPRESS!
48!
Dockers iPhone Ad!
*SOURCE: DOUBLECLICK! **SOURCE: INSIGHT EXPRESS!
IMPRESSIONS" AVERAGE INTERACTION TIMES"
AVG
. IN
TER
AC
TIO
N T
IME
(SEC
ON
DS)"
INTERACTION !RATE"
33%"
49!
CONTACT US!http://www.medialets.com/[email protected]!
@medialets on Twitter, Facebook, YouTube and elsewhere.!
212-300-5670!450 W. 15th St., Suite 200, NY, NY 10011!