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MOBILE DISPLAY: HOW TO MAKE
MONEY OFF OF SUCH A TINY SCREEN
RTB, DSP, AD NETWORKS, AD
EXCHANGES, SSP, TRADING
DESKS, AND MORE!
MOBILE: THE PROOF IS
IN THE RESULTS
MOBILE
ADVERTISING

BIO
✔ Brett Kaufman
VP, Mobile at DoublePositive (@DoublePositive)
Formerly held leadership roles at PropellShops, Livescribe, The
Branding Spot, Sprout, & Financial Content
Purchased more than 2.5B impressions across
CPC/CPM/CPV/CPA metrics.
Twitter - @brettmkaufman
MOBILE
ADVERTISING

WHY MOBILE? WHY NOW?

$8 Million

U.S. mobile ad spending in
2013: $8 billion

75%

$3.5 Billion

Growth in 2013 U.S. mobile
ad spending: 75%

US mobile search ad spending
estimated to top $3.5 billion
in 2013 & and represent 18%
of digital search ad spending.
MOBILE
ADVERTISING

ABSOLUTELY NUTTY USAGE RATES

25%

EOY 2013

Mobile made up 15% of
internet traffic in 2012, and
is projected to be 25% of
internet traffic by Q1 2014

Mobile phones will overtake
PCs as the most common
web access device
worldwide by end of 2013

30%

Mobile internet access
accounts for 30% of all US
internet access

5.1 Billion

There are 6.8 billion people
on the planet - 5.1 billion of
them now own a cell phone.
MOBILE
ADVERTISING

DISPLAY TRENDS

4 Billion

AdMob network recently
exceeded 4 billion daily ad
requests

40 Billion

Up to 1.41%

$1.31 CPM

Millennial’s platform serves
up 40 billion ad impressions
per month and reaches 200
million people worldwide.

MediaMind, mobile banners
enjoyed clickthrough rates
between 0.42% and 1.41%

Ad rates are lower on mobile
than on any other major
media channel; while
newspapers command $51
CPMs, TV $29 CPMs, and
online $4.70 CPMs
MOBILE
ADVERTISING

TODAY’S FOCUS: DISPLAY
Impression Input
•
•
•
•
•
•

Display
Search
Email
Push
SMS
Games

•
•
•
•
•
•

Local
Apps
Social
eCommerce
Video
Audio

Actionable Output
•
•
•

Calls
Leads
Data

•
•
•

Downloads
Social engagements
Views
MOBILE
ADVERTISING

DEFINITIONS
✔ RTB
✔ DSP
✔ Trading Desk
✔ SSP

✔Ad Networks
✔ Ad Exchanges
RTB
MOBILE
ADVERTISING

RTB TIPS & TACTICS
✔ Don't treat mobile like online or over-integrate the channel.
✔Give RTB time. The systems need to learn, and it will require you to test and optimize
your campaign. Patience is needed before making any big decisions.
✔ Leveraging location data via real-time bidding as well as basic targeting such as
demographic and time of day.

✔ Don’t be so focused on CTR, there is more to life.
✔ Wrong bidding strategies.
MOBILE
ADVERTISING

RTB EXAMPLES
DSP
MOBILE
ADVERTISING

DSP TIPS & TACTICS
✔ How many and which RTB sources are they connected to? Does this include both App
and Mobile web inventory? Is Mobile Rich Media included?

✔ What is the breadth of available targeting criteria? Is Geo-targeting possible?
✔ How do they optimize a campaign? What is their max query per second? What are the
options for setting goal optimization targets?

✔ Does your platform have inbuilt brand safety functions?
✔ Can you host third party ad serving tags?
MOBILE
ADVERTISING

DSP EXAMPLES
✔ Media Math

✔Appnexus

✔Adsmobi

✔Lucid Media

✔ StrikeAd

✔ TapIt

✔ Turn

✔ [x+1]

✔ Fiksu

✔ Rocket Fuel

✔ Adfonic

✔ Triggit
AD NETWORKS
MOBILE
ADVERTISING

AD NETWORKS TIPS & TACTICS
✔ Don't leave your mobile visitor hanging.
✔ Don't combine with a desktop ads campaign.
✔ Understand the network basics: Blind, Premium Blind, and Premium.
✔ Consider the OS and screen size before designing and running your ads.

✔ Begin incorporating video into your mix.
MOBILE
ADVERTISING

AD NETWORKS EXAMPLES
✔ AdMob

✔ Mojiva

✔ iAds

✔ TodaCell

✔ InMobi

✔ Mdotm

✔ LeadBolt

✔ Aarki

✔ MassiveImpact

✔ Tapjoy

✔ Millennial Media

✔ Appia
AD EXCHANGES
MOBILE
ADVERTISING

AD EXCHANGES TIPS & TACTICS
✔ Native advertising
✔ Transparency to both advertisers and publishers

✔ Fewer wasted impressions through smart targeting
✔ Scalable reach with controlled frequency
MOBILE
ADVERTISING

AD EXCHANGES EXAMPLES
✔ DoubleClick

✔ PulsePoint

✔ OpenX

✔ Smaato

✔ Microsoft Advertising Exchange

✔Adcloud

✔ Right Media

✔ AppNexus

✔ Flurry

✔AdBroker
SSP
MOBILE
ADVERTISING

SSP TIPS & TACTICS
✔ Publishers need one platform that does it all and they want to avoid integrating 20
SDKs to achieve optimal global monetization for their apps. The mobile SSP does just that!

✔ Allows you to open up more verticals to procure demand in.
✔ A supply-side platform on the publisher side interfaces to an ad exchange, which in
turn interfaces to a demand-side platform (DSP) on the advertiser side.

✔ This system allows advertisers to put online advertising before a selected target
audience.
MOBILE
ADVERTISING

SSP EXAMPLES
✔ Admeld

✔AdMarvel

✔ PubMatic

✔ MoPub

✔ Rubicon Project

✔ 24/7 Media

✔ Improve Digital

✔ Burstly

✔ADTECH

✔AdIQuity
TRADING DESK
MOBILE
ADVERTISING

TRADING DESK TIPS & TACTICS
✔ Similar to a DSP, but at less markup.
✔ Can tie offline with online.
✔ Gives clients scale-buying leverage they otherwise wouldn't have in a pure real-time
exchange model.
✔ Some position themselves as selling audiences and profiles more than just media.
MOBILE
ADVERTISING

TRADING DESK EXAMPLES
✔Cadreon

✔Impaqt

✔Varick Media

✔ Accuen

✔ iProspect

✔Vivaki
FINAL THOUGHTS
MOBILE
ADVERTISING

FINAL THOUGHTS
✔ Invest in rich media to increase your visibility - those exposed to the expandable
banner were 25% more likely to remember the advertising than those who saw the static
banners.
✔ Resize your expectation: accept the fact that search metrics and display metrics are
different.
✔ALWAYS make action a part of your copy strategy.
✔ Understand what RTB, DSP and SSP are and what makes them different.
THANK YOU

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Mobile Display: How to Make Money Off of Such a Tiny Screen

  • 1. MOBILE DISPLAY: HOW TO MAKE MONEY OFF OF SUCH A TINY SCREEN RTB, DSP, AD NETWORKS, AD EXCHANGES, SSP, TRADING DESKS, AND MORE!
  • 2. MOBILE: THE PROOF IS IN THE RESULTS
  • 3. MOBILE ADVERTISING BIO ✔ Brett Kaufman VP, Mobile at DoublePositive (@DoublePositive) Formerly held leadership roles at PropellShops, Livescribe, The Branding Spot, Sprout, & Financial Content Purchased more than 2.5B impressions across CPC/CPM/CPV/CPA metrics. Twitter - @brettmkaufman
  • 4. MOBILE ADVERTISING WHY MOBILE? WHY NOW? $8 Million U.S. mobile ad spending in 2013: $8 billion 75% $3.5 Billion Growth in 2013 U.S. mobile ad spending: 75% US mobile search ad spending estimated to top $3.5 billion in 2013 & and represent 18% of digital search ad spending.
  • 5. MOBILE ADVERTISING ABSOLUTELY NUTTY USAGE RATES 25% EOY 2013 Mobile made up 15% of internet traffic in 2012, and is projected to be 25% of internet traffic by Q1 2014 Mobile phones will overtake PCs as the most common web access device worldwide by end of 2013 30% Mobile internet access accounts for 30% of all US internet access 5.1 Billion There are 6.8 billion people on the planet - 5.1 billion of them now own a cell phone.
  • 6. MOBILE ADVERTISING DISPLAY TRENDS 4 Billion AdMob network recently exceeded 4 billion daily ad requests 40 Billion Up to 1.41% $1.31 CPM Millennial’s platform serves up 40 billion ad impressions per month and reaches 200 million people worldwide. MediaMind, mobile banners enjoyed clickthrough rates between 0.42% and 1.41% Ad rates are lower on mobile than on any other major media channel; while newspapers command $51 CPMs, TV $29 CPMs, and online $4.70 CPMs
  • 7. MOBILE ADVERTISING TODAY’S FOCUS: DISPLAY Impression Input • • • • • • Display Search Email Push SMS Games • • • • • • Local Apps Social eCommerce Video Audio Actionable Output • • • Calls Leads Data • • • Downloads Social engagements Views
  • 8. MOBILE ADVERTISING DEFINITIONS ✔ RTB ✔ DSP ✔ Trading Desk ✔ SSP ✔Ad Networks ✔ Ad Exchanges
  • 9. RTB
  • 10. MOBILE ADVERTISING RTB TIPS & TACTICS ✔ Don't treat mobile like online or over-integrate the channel. ✔Give RTB time. The systems need to learn, and it will require you to test and optimize your campaign. Patience is needed before making any big decisions. ✔ Leveraging location data via real-time bidding as well as basic targeting such as demographic and time of day. ✔ Don’t be so focused on CTR, there is more to life. ✔ Wrong bidding strategies.
  • 12. DSP
  • 13. MOBILE ADVERTISING DSP TIPS & TACTICS ✔ How many and which RTB sources are they connected to? Does this include both App and Mobile web inventory? Is Mobile Rich Media included? ✔ What is the breadth of available targeting criteria? Is Geo-targeting possible? ✔ How do they optimize a campaign? What is their max query per second? What are the options for setting goal optimization targets? ✔ Does your platform have inbuilt brand safety functions? ✔ Can you host third party ad serving tags?
  • 14. MOBILE ADVERTISING DSP EXAMPLES ✔ Media Math ✔Appnexus ✔Adsmobi ✔Lucid Media ✔ StrikeAd ✔ TapIt ✔ Turn ✔ [x+1] ✔ Fiksu ✔ Rocket Fuel ✔ Adfonic ✔ Triggit
  • 16. MOBILE ADVERTISING AD NETWORKS TIPS & TACTICS ✔ Don't leave your mobile visitor hanging. ✔ Don't combine with a desktop ads campaign. ✔ Understand the network basics: Blind, Premium Blind, and Premium. ✔ Consider the OS and screen size before designing and running your ads. ✔ Begin incorporating video into your mix.
  • 17. MOBILE ADVERTISING AD NETWORKS EXAMPLES ✔ AdMob ✔ Mojiva ✔ iAds ✔ TodaCell ✔ InMobi ✔ Mdotm ✔ LeadBolt ✔ Aarki ✔ MassiveImpact ✔ Tapjoy ✔ Millennial Media ✔ Appia
  • 19. MOBILE ADVERTISING AD EXCHANGES TIPS & TACTICS ✔ Native advertising ✔ Transparency to both advertisers and publishers ✔ Fewer wasted impressions through smart targeting ✔ Scalable reach with controlled frequency
  • 20. MOBILE ADVERTISING AD EXCHANGES EXAMPLES ✔ DoubleClick ✔ PulsePoint ✔ OpenX ✔ Smaato ✔ Microsoft Advertising Exchange ✔Adcloud ✔ Right Media ✔ AppNexus ✔ Flurry ✔AdBroker
  • 21. SSP
  • 22. MOBILE ADVERTISING SSP TIPS & TACTICS ✔ Publishers need one platform that does it all and they want to avoid integrating 20 SDKs to achieve optimal global monetization for their apps. The mobile SSP does just that! ✔ Allows you to open up more verticals to procure demand in. ✔ A supply-side platform on the publisher side interfaces to an ad exchange, which in turn interfaces to a demand-side platform (DSP) on the advertiser side. ✔ This system allows advertisers to put online advertising before a selected target audience.
  • 23. MOBILE ADVERTISING SSP EXAMPLES ✔ Admeld ✔AdMarvel ✔ PubMatic ✔ MoPub ✔ Rubicon Project ✔ 24/7 Media ✔ Improve Digital ✔ Burstly ✔ADTECH ✔AdIQuity
  • 25. MOBILE ADVERTISING TRADING DESK TIPS & TACTICS ✔ Similar to a DSP, but at less markup. ✔ Can tie offline with online. ✔ Gives clients scale-buying leverage they otherwise wouldn't have in a pure real-time exchange model. ✔ Some position themselves as selling audiences and profiles more than just media.
  • 28. MOBILE ADVERTISING FINAL THOUGHTS ✔ Invest in rich media to increase your visibility - those exposed to the expandable banner were 25% more likely to remember the advertising than those who saw the static banners. ✔ Resize your expectation: accept the fact that search metrics and display metrics are different. ✔ALWAYS make action a part of your copy strategy. ✔ Understand what RTB, DSP and SSP are and what makes them different.