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Open x admonster ops mobile final
- 1. JASON FAIRCHILD Mobile Monetization: Three Challenges, Three Solutions July 2013
- 2. The Multi-screen Reality • Q4 2012: Tablets outpace PC sales • Mobile trending towards 30% of Internet traffic • We reach for our smartphones 150x per day Source: Mary Meeker Internet Trends D11 Conference 5.29.13
- 3. The Harsh Reality: Low CPMs Average CPMs 3 2 1 0 Desktop Mobile $3.50 $0.75 Source: Mary Meeker Internet Trends D11 Conference 5.29.13
- 4. We Solved This Problem in 2001 for Display • New buyer models: Ad networks • New targeting technologies • Cookie data • Behavioral targeting • Contextual • New marketplace models: Ad exchanges • Technology innovation: Real-Time Bidding (RTB)
- 5. • Buyers • Sellers • Operating Systems • Devices • Ad sizes • Inventory Types Challenge 1: 360 Degree Fragmentation Fragmentation Friction Inefficiency CPMs
- 6. • Mobile must learn from display • Mobile exchange trading will force standards • Ad formats, targeting, buyer controls, inventory classification Solution 1: More Efficient Marketplace Standardization Order Efficiency CPMs
- 7. Challenge 2: Absence of Cookie Data Without device level targeting, buyers can’t value impressions What is this painting worth? • Audience targeting? • Retargeting? • Cross screen targeting? • Conversion tracking?
- 8. Solution 2: Universal Cross-screen ID Example: OpenX & AdTruth • Better device recognition • Sophisticated targeting • Analytics for measurement • Privacy friendly • Consistent cross-platform ID What is this painting worth?
- 9. Challenge 3: Fragmented Ad Platforms Many Screens Many Ad Platforms Many Reports Ad Server RTB Ad Exchange Networks SSP / Yield Optimization
- 10. Solution 3: Universal Ad Platform One Integrated Ad Platform Consolidated Reporting Ad Server Ad Exchange SSP/ Yield Optimization Many Screens
- 11. Summary Yes, Mobile CPMs are low, but… • Trading platforms will force standardization • The cookie problem will get solved • Universal ad platforms will increase efficiency • We’re already seeing strong improvements and growth
Notas del editor
- Q4 2012: Tablets shipments outpace PCs sales for first timeMobile traffic growing 150%/year and ~ 30% of Internet trafficUsers reach for phones 150 times per dayThe multi-screen reality is apparent to anyone in digital publishing today. For a number of years now, publishers have been lulled into a sense of single-screen security. Users/consumers of content traditionally had one place to find, consume and digest the material they wanted to find. More often than not, it was within a static setting – at a desk, in the office or at home. By this time next year, mobile devices will outnumber people on the planet. And by 2017, there will be an estimated 5 devices/connections for every Internet user. And – as we all know and can testify – simultaneous usage of devices is helping to make our lives easier when we’re trying to find information and accomplish tasks. Indeed, 90% of us now use multiple devices to complete a single task. But that ease and convenience for the device user is counter-balanced by the complexity of the advertising infrastructure behind the scenes. You’re now dealing with an audience that jumps from screen-to-screen, across multiple locations, digesting an ever-growing world of content in a myriad different ways. So I wanted to take a moment to take you through some of the biggest challenges that are inherently created through all of these factors…
- The average CPMs in mobile is still significantly lower than that of desktop. Mary Meeker outlined the disparity last year, highlighting how the average CPM for desktop web ads is $3.50 – whereas for mobile it’s just $0.75.Plus for many publishers, a third to even 50% of their traffic is now coming from mobile devices.
- Result: High Friction environment = low CPMs
- Mobile must learn from display, without taking 8 yearsMobile marketplace in exchanges force standardsAd formats, targeting, buyer controls, seller controls, inventory classificationResults: Standardization drives order, order drives liquidity, & efficiency = higher CPMS.SOLUTION: Publishers need to identify the traffic before they can solve the problem. Poor performance for the advertiser because they can’t differentiate. Cha cha case study – they get away with non-mobile ads with non-mobile optimized sites. 36% of their traffic is coming from mobile devices. Classify better – helps the whole ecosystem. People want to know what they buy. RTB exchange environments enable sophisticated pricing control of ad inventory in order to protect the value of your mobile inventory.
- Mobile must learn from display, without taking 8 yearsMobile marketplace in exchanges force standardsAd formats, targeting, buyer controls, seller controls, inventory classificationResults: Standardization drives order, order drives liquidity, & efficiency = higher CPMS.SOLUTION: Publishers need to identify the traffic before they can solve the problem. Poor performance for the advertiser because they can’t differentiate. Cha cha case study – they get away with non-mobile ads with non-mobile optimized sites. 36% of their traffic is coming from mobile devices. Classify better – helps the whole ecosystem. People want to know what they buy. RTB exchange environments enable sophisticated pricing control of ad inventory in order to protect the value of your mobile inventory.
- Universal Cross-Screen ID5th bullet: consistent cross platform ID acrossSOLUTION: solutions are coming - partnerships like we have with AdTruth to resolve this data issue. They’re not the only player in this game, but the one we’re working with right now. Weave in story with Fetchback. [need to pre-vet this story with AdTruth]
- Many screens tend to require many tech platforms to report onCreates chaos for publishers and buyersTerrible workflow = friction = low CPMsMobile isn't isolated, it should fit seamlessly within your entire multi-screen strategy. The reason this is important is that you can deliver to advertisers a cross-platform reporting – reach, frequency. Fragmentation of platforms = poor experience for Pubs and Advertisers Example of a successful cross-device campaign? Pandora – Horizon media, using registration data – given to 3rd party to remove PII data – Experian/Acxiom, household income level information, can sell hyper detailed demographic package – leading to $35 CPMs. Collider / Blue Cava / all trying to solve the same audience question. comScore already starting to measure cross platform audience rankings – helps people sell smarter. Penetration across device.
- Just like we talk about, universal ID needs…Consolidate all screens and user experiencesAnd reports across all devices into one reportSOLUTION: A unified device-agnostic platform (to manage direct/non-direct, guaranteed/non-guaranteed) that can help you manage all your ad sales in a single place. As you grow, the platform scales with you.