programmatically speaking with inmobi and rubicon project
TRANSCRIPT
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Programmatically Speaking
WEBINAR
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Our Speakers Today
Liam LucasRegional Director –
Asiaat Rubicon Project
Vishal DalalHead – Sales Partnerships
at InMobi
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Rubicon Project is a Market Leader
Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, comScore 100 US
53%
47%
54%46% 42%
58%
40%
60%
25%
75%
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Global & Pan European
Latin America
Southern Europe
Eastern EuropeNorthern Europe
India Japan
As well as Working with the Largest Premium Publisher Properties around the World
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Evolution of Programmatic
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In the 1960s, Advertisingwas Broadcast…
1Ad for Family of Five
Device
Ad Blasted toMillions of People
Planned
MONTHSin Advance
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Today, We Experience 1000s of Ads per Day. Real-Time is Necessary.
5 Ads for Family of Five
Devices
Individually Targeted Ads
Delivered in
REAL-TIME
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80ms
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AutomationThe technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum.
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Before After
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Before After
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Why Automation for the Advertising industry?
SELLER
BUYER
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BRAND
BRAND
BRAND AGENCY NETWORK PUBLISHER
BRAND
AGENCY TRADING DESK
PUBLISHER
DATA MANAGEMENT PLATFORM
BRAND
BRAND
DSP
DSP
DSP
INMOBI EXCHANGE PUBLISHER
PUBLISHER
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OPEN EXCHANGE PMPDiversified publisher base Premium inventory or publishers with user data
enrichment
No relationships required, anyone can buy Multiple buying options for access to the exclusive inventory:• Private Deals• Preferred Deals• First Look
Publishers usually avoid selling 1st party data
MEDIA BUYING OPTIONS
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DATA MANAGEMENT PLATFORM
• A data management platform is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.
• InMobi manages & curates first party and 3rd party data
• PMPs on InMobi exchange leverage InMobi’s data to target the right audience
• PMPs are super easy to execute. Its as simple as creating a deal within the exchange and exposing it to the DSP
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InMobi - DATA GATHERING & SYNTHESISDATA GATHERING
DATA COLLECTION
InMobi SDK
SDK
3rd party data
SYNTHESIS
Decision ScienceData Science
MULTI-DIMENSIONALUNDERSTANDING
Location ProximityPatterns
GEOGRAPHICInterest – content
Consumption, Internet-Mobile Ad Interaction
BEHAVIORAL
GenderAge Group
DEMOGRAPHICDevice Usage Pattern,
Device Ownership, Devise Characteristics
TECHNOGRAPHIC
BULDING THE PERSONA
Physically seen around relevant POIat least x times in the past y days
Visited relevant sites and apps at least x times in the past y days
Falls within the advertiser’s target audience requirements
LOCATION GRAPH
INTEREST GRAPH
INTENT GRAPH
DEMOGRAPHICS GRAPH
Clicked relevant related ads more than x times in the last 30 days
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Millennial – 68 million users Social Butterflies – 34 million users
Audio Video Enthusiasts – 53 million users
Entertainment Enthusiasts – 32 million users Avid Shoppers – 15 million users
Top Audience Segments
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Global and APAC Programmatic Trends
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12
16
20
25
303
4
5
6
7
10%
20%
30%
40%
02013 2014 2015 2016 2017 2018 2019
Spen
d ($
bn)
RTB Programmatic Non-RTB Programmatic Non-Programmatic Growth
50%
60%
0%
10
20
30
40
50
60
70
80 70%
85
Global Programmatic Spend and Growth
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APAC Programmatic Penetration by Country 2015
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APAC Programmatic Spend with Comparison to the World Spend
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Trends in India
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2014 2015 2016 2017 2018 2019 20200
5000000000100000000001500000000020000000000250000000003000000000035000000000
Spend on Online Display
Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated
Grntd
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2014 2015 2016 2017 2018 2019 20200
2000000000
4000000000
6000000000
8000000000
10000000000
12000000000
Spend on Online Video
Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated
Grntd
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2014 2015 2016 2017 2018 2019 20200
500000000010000000000150000000002000000000025000000000300000000003500000000040000000000
Spend on Mobile Display
Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated
Grntd
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2014 2015 2016 2017 2018 2019 20200
5000000000
10000000000
15000000000
20000000000
25000000000
Spend on Mobile Video
Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated
Grntd
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2014 2015 2016 2017 2018 2019 2020
0
10000000000
20000000000
30000000000
40000000000
50000000000
60000000000
Non-Programmatic Open Exchange PMP
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InMobi’s Strengths in Programmatic
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31
PUBLISHERS
NEWS/ BUSINESS
UTILITY/ CLASSIFIEDS/ MOBILE WALLTES
VIDEO/ENTERTAINMENT/GAMING
SOCIAL/ FASHION
.. and many more
PREMIUM INVENTORY
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32
JAPAC530Mn
MIDDLEEAST +AFRICA151 MnLATAM
180 Mn
NORTHAMERICA253 Mn
EUROPE328 Mn
20 INTERNATIONAL OFFICES
CHICAGO NEW YORK
SAN FRANCISCO
PARIS
LONDON
DUBAIMUMBAI
DELHI
BANGALORE
BANGKOK
SINGAPORE
KUALA LUMPUR
JAKARTA
TOKYO
SHANGHAI
SEOUL
BEIJING
SYDNEY
AUCKLAND
MELBOURNE
INMOBI OFFICE INMOBI OFFICE WITH CREATIVE TEAM #OF UNIQUES REACHED IN MILLIONS
LOCAL REACH AT SCALE WITH LOCAL SERVICE
1.4 BILLION UNIQUES ACROSS THE COUNTRY
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Camera Access Video Social media Add to Calendar
Map location Weather Feed
INMOBI STUDIO RICH MEDIA COMPONENTSHere are some components that could be used in a rich media ad unit to engage further with your brands target audience.
Pannable Image gallery
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BRAND PROTECTION
1REAL-TIME CHECKS
2 Detect spoofing at all levels - user, req, impression, click, data
Ensure the validity of impressions and clicks - allows to exclude bots, fraud and accidental clicks and impressions from the billing process
BIG DATA TREND ANALYSIS
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1. Work with exchanges during media planning
2. Leverage key features of PMPs
3. Talk to the exchange even in case of OX buys
4. Think audiences not properties
5. Audience buying comes at a price
6. Evaluate partners on platform capabilities, inventory & user scale, ad formats available & creative capabilities
THINGS TO REMEMBER
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InMobi wanted to better understand how brand marketers view this space.
It will take you 10 minutes to complete this survey, that encompasses usage and investment in mobile programmatic advertising, along with the benefits, opportunities and roadblocks in the current dynamic, data driven digital landscape. Everyone who completes the survey will receive a copy of the results of the survey in June.
We’d love to get your take, so let yourself be heard!
Click here -
The InMobi Mobile Programmatic Survey: A Buyer’s Perspective, 2016
https://www.surveymonkey.com/r/inmobi-mobile-programmatic-survey
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THANK YOU! You can contact us at:[email protected]