This document discusses various issues with in-app mobile advertising including low eCPM rates, fraud, and annoyance factors that turn users away from ads. It suggests that the future of advertising belongs to those who can engage users through more native ad formats, partnerships, and sponsorships rather than those who rely on annoying ads. The best ads are ones that don't feel like ads by meaningfully connecting brands to people's interests.

1. Ads:
annoyance?
engagement?
ex0nc0on?
@eamonncarey
@mhpc

2. Before
we
start
-­‐
some
reality
2

3. How
much
does
a
user
cost?
Source
-­‐
Fiksu
indexes
3

4. eCPM
rates
are
catastrophically
low
4

5. In-­‐app
ads
Source
-­‐
PlacePlay
5

6. Why?
6

7. 7

8. For
example...
8

9. BeNer?
9

10. But
wait
there’s
more...
10

11. The
elephant
in
the
room
source:
trademob
11

12. The
element
of
fraud
12

13. The
annoyance
factor
13

14. Gah!
14

15. The
future
15

16. WhatsApp
16

17. The
compe00on
17

18. Their
ethos
18

19. How
are
they
making
money?
19

20. Have
we
reached
peak
adver0sing?
20

21. What???
78%
-­‐>
0.02%
21

22. Not
yet...
22

23. People
don’t
hate
ads.
They
hate
bad
ads
The
best
ads
are
ones
that
don’t
feel
like
ads
23

24. More
na0ve
formats
24

25. Partnerships
25

26. More
engaging
ways
to
connect
26

27. Sponsorship
27

28. The
future
of
adver0sing
belongs
to
those
who
engage,
not
those
who
annoy.
28

29. Thanks
@eamonncarey
eamonn.carey@mhpc.com
29