russel buckley
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Mobile Advertising: How We Got Here and What's Next?
2009 AdMob, Inc. Confidential & Proprietary
©2009 AdMob, Inc. Confidential & Proprietary
• Size and Scope 160+ billion impressions since launch14+ billion ad requests a month in 160+ countries
• Mobile Ad ProductsText Link & Graphical Banner ad units, unique iPhone ad units, Analytics
• Partnerships11,000+ mobile sites, 4,000 iPhone and Android applications
• CompanyHeadquartered in San Mateo, Offices in NY, LA, Chicago, London, Munich, and Mumbai
AdMob Overview
©2009 AdMob, Inc. Confidential & Proprietary
The AdMob Network: Sample Publishers
Innovative Mobile Content
Sample Premium Sites
Fun For Mobile
End of the Beginning
• Operator-centric world • Slow networks • Expensive data plans• Phones with limited capabilities • Advertising very limited• Push marketing dominates• Specialist Wapsites
2005-2007 AdMob, Inc. Confidential & Proprietary
ZagMe
2005-2007 AdMob, Inc. Confidential & Proprietary
Major strides forward in 2008/9
• Openness• High speed networks • Affordable data plans • Rise of Smartphones• Browser and Apps usage• Pull advertising dominates• Publisher Brands and Apps
2005-2007 AdMob, Inc. Confidential & Proprietary
Then and Now
Then and Now
Twitter!
Evolution of Mobile Advertising
©2009 AdMob, Inc. Confidential & Proprietary
2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 |2008 |2009 |2010 |2011
Revolution
But it’s not all about ad formats...
Better Information
Experience
Measurement
Scale
©2009 AdMob, Inc. Confidential & Proprietary
www.admob.com/metrics
Standards
Targeting
Client Recognition + Rise of Brands
Apps!
Thinking Global
Questions?
Russell BuckleyVice President Global Alliances, AdMob
Chairman Emeritus, MMAemail [email protected]
twitter @russellbuckleyblog: www.mobhappy.comwww.admob.com/metrics
Sherwin-Williams ColorSnap App Case Study
August 7, 2009
2009 AdMob, Inc. Confidential & Proprietary
About ColorSnap – An Innovative Brand Extension
ColorSnap App Launch Page I took a picture of a NY Taxi as my color inspiration
I touched the image of the taxi - the app identifies the color and let’s you “touch to view your palette”
©2009 AdMob, Inc. Confidential & Proprietary
Using ColorSnap
Based on the yellow color I selected from the image, the app suggests a color palette with paint shades
I touched the color palette to learn more about the paint colors
The app also has a store locator feature
©2009 AdMob, Inc. Confidential & Proprietary
AdMob Ads Drove Downloads in a Burst Campaign
Sherwin Williams Ad on Flixster App in the AdMob network
Sherwin-Williams Page in the App Store
Installing the Sherwin Williams App
©2009 AdMob, Inc. Confidential & Proprietary
• Burst Campaign Spend: $15K in two days• AdMob Action: App Store CPC text ads
targeting AdMob’s US iPhone Network• >11.9 million impressions• >129,000 clicks• >1.08% CTR• Daily Downloads increased >500%• Rank boosted from #70 to #18 in category
Campaign Recap
©2009 AdMob, Inc. Confidential & Proprietary
Advertising
Campaign Increased Daily Downloads 5X
©2009 AdMob, Inc. Confidential & Proprietary
Day 1 Day 2
Day 2: 533% increase in downloads over previous week’s average
Source: Sherwin-Williams
Organic Downloads based on
being highly ranked and
discoverable
Day 1: 392% increase in downloads over previous week’s average
Increased Rank from #70 to #18 in Utilities Category
©2009 AdMob, Inc. Confidential & Proprietary
Day 1 Day 2
#43
#22 #18
#70 Advertising
#18#26#21
Source: iTunes
Creative Performance
©2009 AdMob, Inc. Confidential & Proprietary
Creative Impressions Clicks CTR
621,450
11,096 1.79%
2,822,277
31,982 1.13%
958,909
10,583 1.10%
2,255,091
27,457 1.22%
639,550
6,339 0.99%
2,460,120
17,650 0.72%
1,101,225
11,631 1.06%
1,137,087
12,302 1.08%
Campaign Totals
11,995,709
129,040 1.08%