trends in mobile ad tech - yoni argaman, inneractive
TRANSCRIPT
Trends in Mobile Ad Tech
Yoni Argaman, VP Marketing and Business Strategy at Inneractive
Mobile Monetization Summit, December 2014
A Glimpse Into the Future
An App-centric Environment
Full Stack, Cross Screen Platforms
Enter Native and Video
The Data Evolution
E-Commerce and Deep Linking
More Sophisticated Pricing Models
An App-centric Environment
An App-centric Environment
Over 55% of all Internet usage in the US is now happening on mobile devices
2014
In-app Mobile Web
14%
86%
2013
In-app Mobile Web
33%
67%
An App-centric Environment
Time Spent on Mobile Breakdown
Mobile Monetization is BrokenBig web publishers have reached the ‘Tipping Point’ this year, but most of their mobile
inventory is mobile web and they are not as good at monetizing it
Mobile First, For RealGoogle, Facebook, Yahoo, Microsoft are re-inventing themselves in mobile with app constellations
An App-centric Environment
From 3 to
5 Screens
An App-centric Environment
Full-Stack, Cross-Screen Platforms
Full-Stack, Cross-Screen Platforms
Full-Stack, Cross-Screen Platforms
The Two Forms of Programmatic
ExchangesOpen Exchanges Private Exchanges/Marketplaces
Programmatic Direct (or Programmatic Guaranteed)
Mobile programmatic
grew by 300%in 2014
Full-Stack, Cross-Screen Platforms
90%
10%
2014
Open Ex Private Mkt
Exchange
TypeBreakdown
70%
30%
2016
Open Ex Private Mkt
Full-Stack, Cross-Screen Platforms
Exchanges vs. Programmatic Direct
58%
92%
42%
8%
20162014
Exchanges Prog Direct
Full-Stack, Cross-Screen Platforms
Enter Native and Video
Enter Native and Video
$6B
$660M
Enter Native and Video
2013 2018
Mobile Video Ad
Spend in the US
70% of agency buyers
and 43% of brands are
buying mobile video
inventory today
Enter Native and Video
Online Video Ad Prog Sales Channels
15%
15%
70%
Open Ex Private Mkt None
Enter Native and Video
2 Levels ofThe
Native
Enter Native and Video
Enter Native and Video
Mobile is now 85% and 66% of Twitter
and Facebook’s revenue, respectively
1.00%
0.15%
Enter Native and Video
Desktop Native vs. Mobile NativeCTRs
A Programmatic World The Two Forms of Programmatic• Exchanges where ads are bought and sold in real time like stocks, mostly via RTB
• Open Exchanges• Private Exchanges/Marketplaces - Exclusive marketplaces that give the publisher the ability, through an
SSP, to designate certain inventory to select buyers based on pre-negotiated terms. PMPs can be executed as RTB buys, or as non-RTB buys
• Programmatic Direct (or Programmatic Guaranteed) Where advertisers reserve premium (or ‘guaranteed’) inventory like the old days, only with better technology for targeted delivery and measurement
Where This Medium is Going • In 2014, mobile programmatic advertising will grow by 300%
• In 2013, approximately 68% of mobile ads were bought programmatically; this number is predicted to rise to 88% by 2017
• In 2014, RTB will account for 92.0% of programmatic ad dollars, or $9.25 billion. Programmatic direct will reach $8.57 billion in spending by 2016 to represent 42.0% of programmatic ad expenditure in the US
• 2014 private marketplaces $900 million (10% of RTB). By 2016, spending on private marketplaces will reach $3.31 billion (10%)
STILL
WITH
ME?
The Data Evolution
The Data Evolution
Ad Tech EconomicsThe Data Evolution
The Data Evolution
‘Premiumization’ Through Targeting
The addition of certain additional mobile parameters - like device ID or lat/long –can increase average eCPMs for mobile inventory anywhere from 2x to 6x
Interest and Intent-based granular audience segments are coming to mobile
The Holy Grail of Advertising – Closed Loop
Provide complete closed loop attribution from impression to online or brick and mortar purchase
Mobile tech ties households to specific devices, track offers and acknowledgements, and integrate
with POS systems and data
E-Commerce and Deep Linking
E-Commerce and Deep Linking
More Sophisticated Pricing Models
More Sophisticated Pricing Models
CPCVCPI
Thanks!