As mobile becomes the dominant digital medium, mobile advertising will continue its transformation towards the cutting edge of modern marketing techniques. This conversation will probe how marketers with the best data will be able to use programmatic buying to effectively and affordably reach the exact audiences they want. We'll also touch on how the maturation of mobile will make it more attractive to major brands who have only been dipping their toes to this point.

1. The Future of Mobile:
Data-fueled, Programmatic
and Dominant
Spencer Scott, Chief Revenue Officer
FutureM – September 18, 2014
@fiksu, @spencerescott

2. 800
Clients
3.2B
Downloads
2900
apps
40 of the Top 50
Grossing Apps

3. Mobile Marketing Ecosystem
RTBSocial
Video
Traditional/Display Rewards

4. The Opportunity: $100B Mobile App Economy
Consumers spend
more time in–app on
mobile than on desktop
Consumers now spend
more time on mobile than
on TV
$95 billion
in revenue will
be generated
by mobile apps
in 2018Mobile commands
20% of all media
time – but only
4% of media
budgets
Mobile: over 50%
of transactions on
Amazon, Gilt,
Groupon, and more;
75% of Facebook
and Twitter usage
1.5 B mobile
devices expected
to ship in 20142013 mobile app
revenue Fiksu
estimate:
$38 B
IDC – May 2014ABI Research, March 2013 Various Mary Meeker, May 2014 eMarketer

5. The Challenges
§ Competition is stiff
- More than 2.5 million apps in App Store and Google Play
§ Mobile is different – it’s an operating system
- Apps dominate
- Why attribution is so difficult
- Handling of data very different
§ Desktop players haven’t been able to
make the transition
- They need to rebuild their tech stack from
ground up

6. Data

7. Everyone’s Attention Is On Mobile ...
IDC, May 2014
Mobile platforms combined to account for 60% of
total digital media time spent
comScore, June 2014
1.5 billion mobile devices are projected to be
shipped in 2014

8. ... Especially in Apps
comScore, June 2014
Users are now spending 2 hours and 42 minutes per day
on mobile devices as of March 2014
- Mobile app usage accounts for 86% of that time
Flurry, March 2014
Mobile apps accounted for more than half of all digital
media time spent in May, coming in at 51%

9. What Does This All Mean?
§ The amount of data available on mobile
astounding!
§ Be weary: data from some third-party
data providers can be unreliable
§ Capturing your own first party mobile
data can provide highly actionable
insights

10. Fiksu’s Data Story
Fiksu’s vast repository of marketing performance data informs
media decisions and drives better user acquisition results.
1.7B
Mobile device profiles
4.1T
Marketing Events
3.2B
Downloads Driven
15B
Daily Ad Impressions
1.3B
Loyal App Users

11. The Data Will Only Continue to Grow
-­‐
100
200
300
400
500
600
Marketing Events Captured Monthly (in Billions)

12. Programmatic

13. What Is Programmatic Buying?
Strata, Apr. 2014
Over 60% of ad agency execs feel there’s no accurate,
unified definition of programmatic buying.
Strata, Apr. 2014
Only 12% trust it to properly and accurately execute
their ad orders.
Assn of Nat Advertisers/Forrester, Mar. 2014
67% are unaware of it, don't understand it, or need to
learn more before using.

14. Programmatic Buying - The Many Definitions
“Programmatic buying
describes online display
advertising that is
aggregated, booked,
flighted, analyzed and
optimized via demand
side software interfaces
and algorithms.”
Andy Cocker
COO/Co-Founder
Infectous Media
“Generally, programmatic
buying is similar to
programmatic stock
trading insofar as buying
happens as the result of
a computational proxy
bidding on behalf of
human masters.”
George John
CEO, Rocket Fuel
Philip Smolin
SVP, Turn
“Programmatic buying enables
marketers to consolidate
customer interactions across
multiple channels into a single
dashboard, and then use that
dashboard to develop a single,
overarching strategy about how
to best engage (and continue
the conversation) with those
audiences.”

15. Fiksu Says…
Micah Adler
Fiksu CEO
“Programmatic buying is anytime you are
using an automated process to make
placement decisions of buying inventory in
a closed loop fashion, and this goes
beyond just RTB (real-time bidding).”

16. Programmatic Buying: Beyond RTB
§ 40% of Fiksu’s buying is done programmatically, and
includes:
§ RTB on mobile inventory from top exchanges
§ Unique programmatic access to Facebook
and Twitter
§ Programmatic access to other networks as they are
released
§ Google AdWords, incentivized and other banner
networks

17. Programmatically Optimizing in Real Time

18. The Growth of Programmatic
2011 2012 2013 2014 2015 2016 2017
$2.8B
$4.5B $4.8B
$7.6B $7.5B
$12.0B
$9.8B
$16.6B
$12.4B
$21.9B
$14.8B
$27.3B
$16.9B
$32.6B
US & Worldwide Programmatic Display Ad Spending, 2011-2017
Source: MAGNA GLOBAL
Global
US

19. Audiences

20. Audience Attention (Not Budgets) Shifting
20% of total media time is spent on mobile,
but mobile accounts for only 4% of ad spend.
Mary Meeker, May 2014

21. But You Can Buy Audiences on Mobile, Too
§ Context (where an ad is being displayed)
§ Demographics (age, gender, etc.)
§ Real-time data (device, platform, location, OS)
§ Interests (who someone follows or likes, what
they’re talking about, what they search for, etc.)
With actionable data and programmatic access, mobile audiences can
currently be reached based on:

22. Social: Providing Deep Audience Insights
§ Facebook and Twitter are two of
the best sources to precisely
target audiences
§ Actionable data on everything
from age, gender, marital status,
interests and more!

23. Audiences Reached Through Retargeting
§ Retargeting allows you to reach specific
segments of your app’s current user
base including:
§ Lapsed users - encourage them to
open your app
§ Purchasing and/ or active users -
highlight a new feature or product in
your app

24. The Future of Audience Buying
§ With the right data and technologies, marketers
will soon be able to segment and target based on
broader behaviors
§ Example: A travel company could target users
who have downloaded multiple travel apps
§ As this develops, everyone, including leading
brands, will begin to see mobile as a powerful
medium to reach precise audiences at scale

25. Tying It All Together: What Fiksu Does
Superior Fiksu data
Data + customer goals
define mobile audiences
Audiences bought programmatically
through unparalleled
mobile ecosystem reach
Results
• Best possible mobile marketing performance
• Highest quality customer engagements
• Deepest insights from analytics
Attribution Technology
Optimization Technology

26. Want to talk?
sscott@fiksu.com
www.fiksu.com
@fiksu @spencerescott
Thank You!
Learn more: fiksu.com/resources