Allen Klosowski: SpotXchange Programmatic advertising Mobile video solutions

1. Mobile Video Solutions
Delivering Audiences Across Devices
Allen Klosowski
VP of Mobile and Connected Devices

2. Smartphones video
ads have 86% more of
a consumers visual real
estate than TV!
Mobile-specific-sized
creative was more
viewable than desktop-
sized creative*
Small Screen… Big Impact

3. Mobile Opportunity
Mobile grabs nearly 40% of sellers'
programmatic inventory, 30% of
buyers' spending
Brand ads get 60% uplift when
seen across devices
*Source: eMarketer, April 2015
**Source: Net Imperative, April 2015

4. Insight: RTL XL – 60% Mobile App

5. Trends
Audiences are spending more
time in front of mobile devices
than Television
• Second screen is the
primary screen
Publisher’s have made content
widely available on mobile as
users have shifted
• Challenged by display CPMs
eroding on mobile due to
oversupply
• Video advertising provides
enhanced CPMs if publishers
can communicate the
audience value
• Lack of video supply –
oversold particularly in
mobile web environments
Trends

6. Mobile Reach
North America
84B
APAC
1B+
Latin America
114M
EMEA
3.5B
Monthly Mobile Inventory Ad
Calls Available Globally
Interstitial, In-Content & Pre-Roll ads
available on Mobile Web & In-App:
• iOS Smartphone & Tablet
• Android Smartphone & Tablet
• Blackberry
• Windows Mobile

7. SpotX Mobile Marketplace
Platforms Devices Data
Apple iOS
Android
Windows Mobile
Blackberry
Roku
Smartphone
Tablet
Connected TV
Location
Google Ad ID
Apple IDFA
Carrier

8. 2014 Mobile RTB Inventory Growth
*Source: eMarketer, April 2015
64%
38%
15%
117%
76% 76%
192%
177%
150%
0%
50%
100%
150%
200%
250%
ASIA EUROPE NORTH AMERICA
Q2 Q3 Q4

9. 2014 Mobile RTB Spend Growth
*Source: eMarketer, April 2015
129%
99% 94%
238%
179% 180%
329% 331%
296%
0%
50%
100%
150%
200%
250%
300%
350%
ASIA EUROPE NORTH AMERICA
Q2 Q3 Q4

10. Trends
Advertisers in the mobile
space in many markets have
focused too heavily on CPI and
performance
• The location fallacy
• The app economy
• Click-To-Call / Lead
Generation
Brand advertisers are
embracing mobile as a
premium and primary channel
for reaching audiences
• Full screen
• No distractions
• Highly personalized

11. Trends
Trends
Agencies and Media
Buyers are consolidating
mobile teams into core
digital teams
• Reaching audience
everywhere is the goal
Large brands and
advertisers are uniting
behind VPAID 2.0
standards
• Delivers interactivity in
mobile environments
• Enhanced Viewability,
Fraud Detection, &
Measurement

12. Advantages of Programmatic
Inventory Availability
• Connect with publishers directly, or leverage open marketplaces to quickly
forecast inventory and audiences and then launch campaigns
+ Control
• Easily manage one campaign across many devices
• Engage audiences that you define directly
+ Real Time Data Insight
• Immediate insight in creative performance
• Optimization based on KPIs – quickly respond and maximize results
• Test and discover new inventory to find new opportunities
= More Impactful Advertising
• Utilize data to cultivate audiences
• Sequential messaging across devices
• Decision using first and third party data (CRM/DMP/Etc.)
• Optimize messaging that resonates – abandon underperforming creative.

13. Programmatic
Open Marketplaces
Private Marketplaces
Programmatic Direct / Deal ID

14. Where to Start?
Source: IAB Spain, 2014

15. Marketplace
Brands
Agencies
Audience
Extension
Networks
Brands
Agencies
Trading Desks
DSPs
Managed Service
Programmatic

16. What works on mobile?
SpotXchange

17. Mobile Video DNA is Different
Evolved audience expectations
Platform Limitations
Formats

18. New Rules
• Show celebrity in the first few
seconds if there is one
• Use text when you can – most
mobile users – up to 70% - have
their sound disabled if they aren’t
using headphones
• No slow reveals
• Pushback on Interruptions – must fit
the user flow (Inline & Pre-roll vs
Interstitial)
• Try to make the ad unskippable
• 15 second maximum!
Evolved Audience Expectations
Short, forward, and to the point video is critical.
The rules have changed for producing video advertising.
Heineken Example:
https://www.youtube.com/watch?v=DN0vqqg-JBQ
Ben & Jerry’s Example:
https://www.facebook.com/benandjerrysUS/videos/vl.
1525622961038303/10152750310126461/?type=1&theater

19. What Buyers Need
Data!
• Transparency
• IDFA or Google Advertiser ID
• Bundle ID
• Lat/Long
Completed View Rates
• Video is measured not on clicks, but on
completed views
• Optimize placements for completed views.
• Non-skippable inventory is often preferred
Viewability
• Sight, sound & motion are the keys for video
advertisers
• While some placements are muted on mobile,
and 70% of mobile phones are muted
environments, sight & motion are critical

20. Platform Limitations

21. Cross Device Data
CTV /
OTT
User
Device
ID
App
Name
History
of Apps
Used
User
Agent /
IP
Demo
Info
PII
Desktop
Web
User
URL
URL
History
GEO
GEO
History
User
Agent /
IP
Demo
Info
Cookie
PII
Mobile
Web
User
URL
URL
History
GEO
GEO
History
User
Agent /
IP
Demo
Info
Cookie
PII
Mobile
App
User
IFA
App
Name
GEO
GEO
History
History
of Apps
Used
User
Agent /
IP
Demo
Info
PII
• Advertisers use
to forecast and
segment
inventory for
programmatic
buyers
• Leveraged for
targeting,
frequency
capping, and re-
targeting
• 1st and 3rd party
data applied to
each ad
opportunity

22. Mobile Ad Placements
Common

23. Desktop Ad Serving
• Desktop presents user with a
large “canvas” in which to
present varied ad
opportunities
• Desktop web publishers utilize
a multi-format strategy for
maximum yield mixing video,
display, and performance
• Display and Video ads most
often have different and
distinct placements
• Different ad servers and
mediation platforms are
utilized on the same page
DISPLAY AD
DISPLAY
AD
DISPLAY AD
DISPLAYAD
VIDEO
AD

24. Mobile Ad Placements
• Mobile presents user with a
much smaller “canvas” and
multiple ads on one “page”
are not as effective.
• In mobile app, often
Display and Video ads
often do not have different
and distinct placements
• Mobile app publishers
utilize a multi-format
strategy for maximum yield
by mixing video, display,
and performance ads into
one interstitial intermixed
into the mobile user
journey between content
DISPLAY
OR
VIDEO
AD
Mobile Web
VIDEO
AD
Mobile Application
VIDEO AD,
DISPLAY AD,
RICH MEDIA AD
OR
PERFORMANCE AD
CONTENT
CONTENT

25. SpotXchange Mobile Formats
Pre-Roll / Mid-Roll
Features
• Guaranteed viewability for advertiser
• Plays in front of video content
• High completed view rate (CVR)
• Skippable and non-skippable
placement available
• Sound on
• Large player size
• Clickable on most platforms except
iPhone mobile web
• Mobile app & mobile web available
Video advertising in front of video content on applications and mobile web.

26. Features
• Guaranteed viewability for advertiser
when correctly configured
• Abundant supply available
• High click-through rates (CTR)
• Skippable and non-skippable
placement available
• Sound on or off
• Medium player size
• Clickable on most platforms except
iPhone mobile web
• Mobile app & mobile web
Designed to play as a user moves between content on their mobile device,
these units are common in both mobile web and applications of all types,
including news, games, and utilities.
SpotXchange Mobile Formats
Interstitials

27. Features
• Guaranteed viewability for
advertisers
• Premium content adjacency
• High click-through rates (CTR)
• Sound off
• Medium player size
• Clickable on all mobile platforms
including iPhone mobile web
• Mobile web available
• Mobile app coming soon
SpotXchange Mobile Formats
Inline with Non-Video Content
This ad unit acts like a traditional 300x250 rich-media display banner unit
and can be placed anywhere in premium mobile content. Designed to auto-
play when the ad unit becomes viewable to the reader, this unit creates a
rich advertising opportunity.

28. Mobile Platform
SpotXchange

29. Integration
Getting Started
• Desktop vs. Mobile vs. CTV
– VAST Tags
– SDKs
– Plugins
Managing Others
Segmentation
and Targeting
• Prioritization & tiering
• Auction control
• Focus on demand sources
• Separate by device
• Be transparent
• Pass key variables

30. Mobile Ad Server (AdOS)
SpotXchange
Integration
Technology
Publisher
Environment
SpotXchange
Decision
Engine
Ad
Server
Mobile
App
SDK
MRAID
AdOS
VAST
Mobile
Web
EASI
Player
In-
Content
VAST

31. Trends
Ad Blocking
• Users
• Mobile Carriers
• Server Side Stitching
Ad Formats
• Non-Interactive vs
Interactive
• MRAID vs VPAID
Data & Privacy Concerns
Ad Formats
Data Lock
Trends

32. Mobile
Takeaways
What works best for mobile?
• 15-second videos or less!
• Add text – many sound off
environments in mobile
• The first 3 seconds count –
skip the big reveal!

33. Benefits of Programmatic
Takeaways
Solves
complex
publisher
environments
Greater control &
better performance
Greater
transparency

34. What questions can we answer for you?

35. THANK YOU