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Mobile Advertising - Introduction

Mobile Advertising - Introduction. Arlen Coupland Zielona Góra JUG. Who am I?. I’ve worked for OpenX for 9+ years, since its conception in London In 2007 I moved to Wrocław with my Wife and Daughter In 2012 I opened an office in Zielona Góra for OpenX We currently have 10 employees in ZG

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Mobile Advertising - Introduction

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  1. Mobile Advertising - Introduction Arlen Coupland Zielona Góra JUG

  2. Who am I? • I’ve worked for OpenX for 9+ years, since its conception in London • In 2007 I moved to Wrocław with my Wife and Daughter • In 2012 I opened an office in Zielona Góra for OpenX • We currently have 10 employees in ZG • Have worked with eBay, Samsung, King.com, New York Times, andWalmart in their advertising solutions.

  3. OpenX Overview OpenX is a global leader in digital and mobile advertising technology. • 300+ employees • $75M+ funding to date • Offices: Los Angeles (HQ), NY, SF, London, Munich and Tokyo Experienced team Accolades Top clients Leading investors • 5 Trillion total ad transactions • 300+ Billion monthly ad transactions • 15+ Billion daily bids (buyers) • $150M+ revenue • #7 Forbes’ Most Promising Companies

  4. Who are you? • Freelancer: One-person shopNo time for managing ads. Very few direct-sold ads. You just want a solution that delivers ads as best as it can. • Mid-tier: Tech-only company looking to monetize.You don’t have a direct sales team, but you do have a budget for solutions and to pay for mediation and optimization. • High-tier: Tech company with sales teamYou have direct relationships with advertisers and wish to manage your advertising and possibly pay for optimization

  5. Basics of Advertising • AdserversTechnology without Content.You have control to manage advertisements and inventory. • Networks / Exchanges: You sign up and they provide advertising to you. Networks are typically 100% Sell-Through while Exchanges are limited by a floor price and content guidelines • SSP: Supply Side PlatformsProvides adserver functionality combined with a set of networkstrafficked and optimized by the vendor. Allows you to direct book ads while having the back-fill optimizedacross partners

  6. Basics of Advertising • TerminologyPublisher – Supply – The site/app that wishes to receive adsAdvertiser – Demand – The advertiser that wishes to provide ads • BillingAdservers: Often billed a small amount per-request. Alternatively, can be a flat monthly rate or a % of revenue.Networks: Typically they charge the advertiser, not the publisher. • Payment: CPM = Cost per Mille ($1 CPM = you receive $1 for showing 1000 ads)eCPM = effective CPM. Converts all different payment types into 1 rate.CPC = Cost per ClickCPI / CPA = Cost per Install / Cost per Action

  7. Mobile Advertising • Nobody knows anything • It is still new. The history is not as long as it may seem. In 2009, 15% of mobile users were on smart phones. SMS and WAP advertisement was still a focus. • It’s a great place for DISRUPTION – it is not too late • Two types of mobile: Mobile Web and Mobile App. Mobile Web has largely merged with Desktop in terms of technology • Tablet vs Phone: Screen size consideration • Content types:Games, interaction-driven apps, content-driven apps

  8. Mobile Advertising • Ad Formats:DisplayOverlay, full-page, footer

  9. Mobile Advertising • Ad Formats:Video – pre/mid/post roll, overlay

  10. Mobile Advertising • Ad Formats:Native – integrate with your content

  11. Why Mobile and Why Now

  12. Mobile Consumption: Games and Social

  13. Games sessions up 20-x in 2 years 100 of top 150 Apps are games

  14. The Mobile Ad Exchange Ecosystem AdServers Video Networks Admob (Google)OpenXRevMob (CPI)Mopub Doubleclick (Google)OpenXMediaMindMopub Celtra Kargo Zumobi • Choose the partner you want based on: • Ad Format • Demand Requirement:Country, Price, Fillrate, Direct booking • SDK Support

  15. SDK Integration • Network may require direct SDK integration • If you integrate with an AdServer or SSP, this can supply ads frommultiple networks with only 1 integration • Configure event listeners • Display different ads based on screen orientation • Unity 3D integration • MRAID compatibility • Ad Safety – report bad ads, prevent hijacking

  16. SDK Integration – XML Layout <?xml version="1.0" encoding="utf-8"?> <RelativeLayout xmlns:android="http://schemas.android.com/apk/res/android" android:layout_width="match_parent" android:layout_height="match_parent"> <com.openx.view.AdBanner android:id="@+id/adBanner" android:layout_width="match_parent" android:layout_height="wrap_content" android:layout_alignParentTop="true" android:layout_centerHorizontal="true" autorefreshinterval="milliseconds" domain="example.domain.com" adUnitID="your_ad_unit_ID" autoStartLoading="true"/> </RelativeLayout>

  17. SDK Integration – In-Code // This creates the banner ad with the parameters needed AdBanner banner = new AdBanner(context, "example.domain.com", "12345"); // Set a refresh rate banner.setAdChangeInterval(15000); //This adds the banner to a parent view addView(banner); //Set auto-load to false if you do not want the ad banner to load automatically. The default is true. adBanner.setAutoStartLoading(false);

  18. SDK Integration – In-Code options OXAdRequest adRequest = new OXAdRequest(); AdCallParameters params = new AdCallParameters(); params.setUserAge(30); params.setDma("803"); params.setUserGender(OXMGender.MALE); params.setUserMaritalStatus(OXMMaritalStatus.SINGLE); params.setAppStoreMarketUrl("https://play.google.com/store/apps/details?id=com.example.myapp"); adRequest.setAdCallParams(params); adBanner.setFadeDuration(500); adBanner.load(adRequest);

  19. SDK Integration – Event Listeners AdEventsListener listener = new AdEventsListener(){ @Override public void onAdFailedToLoad(AdError error) { // TODO Auto-generated method stub } @Override public void onAdDidLoad() { // TODO Auto-generated method stub } @Override public void onAdClosed() { // TODO Auto-generated method stub } @Override public void onAdClicked() { // TODO Auto-generated method stub } }; banner.setAdEventsListener(listener);

  20. How App Developers Make Money • In-App Purchase • Offer Wall • Subscription • Advertising • Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android • 60% of smartphone users prefer free apps. 87% of Facebook users. • 60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level Source: Harris interactive, Aug 2012

  21. How App Developers Make Money • In-App Purchase • Offer Wall • Subscription • Advertising • Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android • 60% of smartphone users prefer free apps. 87% of Facebook users. • 60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level Source: Harris interactive, Aug 2012

  22. How App Developers Make Money • Users don’t like to pay for apps • Users don’t like intrusive ads • Users want to support developers and are fine with well placed ads

  23. Typical Payment Rates • Typical earnings are around $1 eCPM, but its possible to earn much more or much less • AdMob, InMobi - $1.00 eCPM, large inventory • Leadbolt - $3.5 eCPM, medium inventory • Madvertise - $6.00 eCPM, small inventory • RevMob - $6.50 eCPM, interstitial ads only, small inventory

  24. Increase your rates • Have multiple networks and chain through them • Have well placed ads with high rates for performing actions (CPI) at times when users find it acceptable to do so • Have data on your users • Integration: Facebook, LinkedIn • Advertisers target based on user data.Females, 25-34 = $12.92 eCPMMales, 35-54 = $3.52 eCPM • Content type is also used for targeting.Weather = $1.24 eCPMGames = $0.51 eCPM • Tablet owners are more receptive to ads

  25. Usage style: Tablet vs Phone

  26. People use Mobile for Commerce • Researching products while mobile • Checking prices and availability • Checking store locations • Taking pictures of products and sending to friends

  27. Disrupt the market • Top needs of Mobile: • Ad Quality and Ad Reporting • More direct ad integration: Native, Action-based ads, ad timing • User Data integration • Network partner chains • Take lessons from the US, use them in PL + EU

  28. Resources IAB – Internet Advertising Bureau IAB Polska – iab.org.pl Mobile Online w Polsce pdf bit.ly/1zdDus3

  29. We are hiring arlen@openx.com | 513 211 806 Work with large, name-brand clients. Compete directly with Google. International, supportive team. Opportunity to travel, but it isn’trequired.ZG Office: Foosball, Ping Pong, Lunches, relaxed atmosphereTwo positions immediately available: - Implementation Engineer - NOC EngineerFuture: QA, Python + JAVA Developers, Front end Developers,

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