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Navigating the Mobile Advertising Landscape: Trends, Strategies, and Platforms

This overview explores the mobile advertising landscape, detailing the journey from marketers to consumers and the various channels utilized in mobile marketing. It covers the role of agencies in providing marketing communications, segmentation strategies, and campaign execution across digital platforms. Key elements include real-time bidding exchanges, mobile ad networks, and design considerations for effective mobile campaigns. The importance of integrating data analytics, customer relationship management (CRM), and understanding user engagement through measurement and analytics is also emphasized.

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Navigating the Mobile Advertising Landscape: Trends, Strategies, and Platforms

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Presentation Transcript

  1. The Mobile Advertising Landscape Jan, Uzma, Sahana, Jx MS&E 239

  2. Overview of the mobile marketing landscape • Traces a path from the marketer to the consumer • Specifically, all channels in a mobile platform

  3. Agencies • Provide marketing communications services • Consultation on • Branding and Identity • Advertising • Corporate marketing • Media expertise • Communications campaigns

  4. Agency Trading Desks Identify Segmentation Strategy • Internal team of an agency • Monitor and execute campaigns across the Exchange landscape • Buy and sell display inventory utilizing the DSP within that agency. • Ensure that ideas are efficiently delivered across media platforms • Integrates technology, data and inventory to manage audiences. • Criticism Determine Inventory pools to reach audience Leverage tools

  5. Media Agencies • Helps communicate with consumers • Identify business issues, markets and consumers • Clients’ media investment is evaluated and accountable • ROI is key Strategic Results system Multiple Vendor formats

  6. Demand Side Platform (DSPs) • Integrated system for buyers to satisfy their demands in the Mobile Landscape Demands Publisher Advertiser Monetize their mobile web content Reach potential customers

  7. DSPs (Companies) • StrikeAd was set up in 2010 to satisfy the global need for a streamlined media planning and buying environment on mobile • StrikeAd Fusion - It lets media buyers create and deploy global mobile advertising campaigns • StrikeAd Engage – StrikeAdEngageTM offers media planners a complete managed service to get their mobile campaigns up and running • [a•mo•bee] offers comprehensive mobile advertising solutions to the largest mobile operators, publishers, and advertisers • Customers include zynga, ebay, Google, skype, Nokia, Barnes & Noble and mozilla • They are backed by Sequoia Capital, ACCEL, Globespan Capital, Cisco, Motorola and Telefonica

  8. Real Time Bidding Exchanges • Create market liquidity by connecting buyers and sellers together through a real time bidding platform

  9. RTB Exchanges (Companies) • Connects more than 25 online, video and mobile ad networks • Serves and monetizes more than 3,280 ad requests per second or 8.5 billion ad requests per month • Has served 33 billion ad impressions on more than 100 million unique smartphone devices • Real-time bidding will be a multi-million dollar business in the next five years. • Eight of the top 15 ad networks, are increasingly tapping AppNexus (comScore, June 2010).

  10. Mobile Ad Networks • No ad network is dominant • There are at least 10 ad networks in the US alone. • No one really knows what ad network is biggest • Any figures you read about market share or revenue are estimates, if not pure guesswork. • Mobile ad networks are not created alike • Choose a partner that suits your requirements, target market, geography and budget. Source: mobithinking.com

  11. Mobile Ad Networks (Companies) • Acquired by Google in Nov, 2009 for $750m • Ads can be targeted to specific sites or you can browse their channel categories including categories like communities, contextual search, entertainment, etc. • All ads are run on an auction-based pricing system • AdMob clients include ESPN, CBS, Geico... • Launching in 2008, Mojiva is headquartered in New York and offers a team with experience from Google, AdMob, DoubleClick, Microsoft and Motricity • Mojiva provides more than 750 million unique users worldwide and executions that can run across every device and tablet, mobile site and app.

  12. mCRM/Data • Used for integrated management of relationship with customers • mobile marketing • mobile sales force automation • mobile customer service. • Convenient and speedy communication between organizations and customers • Used in situations where conventional communication channels and the Internet fail to expand customer relationships

  13. Typical activities • Single View of the Customer: • Create persistent customer identifiers on existing data, providing you a logically integrated view of consumers. • Marketing Central Nervous System: • Create the synapse that sends and receives signals about customer behavior, and then intelligently recalibrates based upon what they do or don’t do.

  14. mCRM/Data • Data analytics • Customer Relationship Management Social targeting Real-time analysis Financial/Credit-based CRM

  15. Mobile Mkt/Msg • Layouts for mobile campaigns • Voting, trivia, branded media • Ad formats • SMS based, rich media

  16. Mobile Mkt/Msg SMS based Rich Media Audio/Video

  17. Measurement/Analytics • Understanding how customers engage beyond the initial download or site visit is essential to the success of mobile marketing efforts. • Measure how customers use or engage with mobile channels

  18. Measurement/Analytics Cross-media App -based

  19. Rich Media • Ad platforms for serving rich media • Build, serve and track rich media ads • HTML5 based • Interact with Agencies, Publishers and Ad-creators

  20. Rich Media

  21. Yield Out/SSP • Optimizes ad inventory for publishers to maximize revenue • Tracks revenue and performance from ads across networks • Provides supply-side platform

  22. Yield Out/SSP Localized Marketplace

  23. Infrastructure • NaaS (Network as a Service) • Monetizingassets and functionality within networks • Billing, location, messaging and voice communications • Virtual Operators • Clearinghouses for providers • ISP’s, mobile networks, cable networks, VoIP

  24. Aggregators • Text-messaging Ads • Brand messages • Interactive coupons • Interoperating of disperate technologies (roaming, BI, etc.) • First P2P mobile video solution • Mobile commerce enabling • VIDEO

  25. Ad Servers • Automated ad buying cycle • Managementof ad inventory (publishers) • Increased purchasing efficiency • Minimizedunsold publisher inventory • Advanced functionality • Sequencing ads so users see messages in a specific order • Excluding competition so users do not see competitors' ads directly next to one another • Displaying ads so an advertiser can own 100% of the inventory on a page (Roadblocks) • Targeting ads to users based on their previous behavior • Targeting specific IP-addresses i.e. targeting specific individuals or companies

  26. Q & A

  27. Mobile website tools • Extending websites to mobile devices • SaaS platform • SMS/MMS Ads • Mobile Coupons with POS integration

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