Your customers are mobile! Shopping is becoming mobile! Why are you not spending ⅓ of your advertising budget on mobile? In his presentation Michael will present the advantages of using mobile advertising, and update you on Rich Media, Targeting and RTB options

1. Mobile Advertising– the forgotten media !
new & upcomming
Michael Buch Sandager

2. Ad-costs vs time spent
0
5
10
15
20
25
30
35
40
45
TV Print Desktop web Radio Mobile
Ad cost spend
Time spend
Source: eMarketeer

3. Advertiser perspective
Brands wants to
advertise on Brands
and
they want to hit
the right target group
Media consumption
is changing. Mobile is
the new black.
Advertisers have
problems keeping up….
Buying is partly
becoming
programmatic
…but also offering
new possibilities

4. We cracked the nut…
…of Premium mobile advertising
premium advertisers premium advertising premium publishers

5. Who is Michael Buch Sandager?
1991 – 2000 CEO, Filofax
1996 – 2000 CEO, Savannah
Multimedia
2000 – 2006 Founder, SSG / iLoop Mobile
Mobile content
SMS campaigns
Mobile landing pages
2006 – 2012 COO, Mobiletech
Mobile Internet
Mobile Apps
2012 - CEO, adQuota
Mobile advertising
Chairman, Mobile Copenhagen
Chairman Emeritus, MMA Scandinavia
Michael Buch Sandager
Group CEO
adQuota Int.
Mobile Marketing specialist
Business development expert

6. Who is adQuota?
About us
 Mobile SSP – specialist in mobile advertising
The link between Publishers and Advertisers
 Founded in 2010
 Leading mobile premium ad-network in the
Nordics, Baltics, Poland and Spain
 Sales office and UK
 Partners in DACH, Ireland, Turkey
 Fast growing revenue and expansion
 65 employees
 HQ in Copenhagen and sales office in
London, Stockholm, Oslo, Madrid,
Warsaw, Vilnius and Riga
 Ad-operations and Tech development
in Kiev, Ukraine
 Well funded & owned by Torben Majgaard,
(Founder, Ciklum) and NorthCap Ventures.
Madrid
Partner

7. Network
400+ Publishers
550.000.000 monthly impressions
200 monthly campaigns
10 countries

8. Global advertising market

9. Global ad spending
0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017 2018
bUSD
Source: eMarketeer July 2014
0
100
200
2012 2013 2014 2015 2016 2017 2018
Non-digital Digital
8,4%
14,8%
23,3%
31,0%
38,7%
45,2%
Mobile share of digital 50,9%

10. Danish mobile ad spend
0
100
200
300
400
500
600
700
800
2013 2014 2015 2016 2017 2018
107,7
mDKK
269,9
390,4
507,5
634,3
761,2
Source: eMarketeer September 2014
Mobile 2015:
17,9% of total ad spend
and approx. 44% of digital

11. Denmark: Digital Advertising 2015
Display
Rich Media
32%
Search
41%
Classified
20%
Permission Marketing
6%
Source: eMarketeer September 2014

12. What is mobile advertising?
• Paid media
• Display
+ Rich Media and
Video advertising
• Involve different types of
targeting
• Intelligent and involving
• Call2action
• Made for mobile

13. What is mobile advertising?
• Paid media
• Display
+ Rich Media and
Video advertising
• Involve different types of
targeting
• Intelligent and involving
• Call2action
• Made for mobile

14. What is mobile advertising?
• Paid media
• Display
+ Rich Media and
Video advertising
• Involve different types
of targeting
• Intelligent and engaging
• Multiple call2action’s

15. Why is mobile advertising so powerful?
1. Where users are
Always with us
Hot and in
2. High engagement rates / CTR
Rich Media
3. Location based advertising
4. Targeting
- re-targeting
- external feed targeting
- audience targeting

17. Standard Rich Media formats
Scrolling
banner
Pull Up
banner
Curtain
banner
Expand/swipe
banner
Expand to
full screen
Swipe
banner
Scratch
banner
Spinning
Cube
Inline
Spinning Cube
Spinning Cube
Store Locator
Store
Locator
Instant Store
Locator
Inline Video
Display
Inline Video
Footer
Inline Video
Header
Inline Video
Popup
HD Video
Display
Panorama
banner
Display
banner
Header &
Footer banner
Interstitial Popup
Banner
Corner
Teaser
Side label
banner

19. Case: Branche:
Bureau:
Retail
Irma A/S is a Danish COOP supermarket chain
with 81 outlets in large cities.
Irma focuses on high quality staple goods,
inspiring shops and especially good customer
service.
When Irma launched its new app, it wanted to
disseminate the message to as many people as
possible.
A banner then linked from the apps to a landing
page from where you could download the Irma
app. The app features Irma’s shopping hours,
the nearest Irma and different recipes.
CTR
2,33%
The campaign was very successful and
reached a click-through rate of 2.33 %.
Agency: OMD
IRMA, Display Banner

20. Case: COOP, Interstitial
November 2012
Campaign with 2 types of banner
- Expandable display
- Interstitial
Takeover gave us 30 times higher click rate!
Those who initiated the campaign from an
Interstitial are 50 times more willing to sign up.
Impres-sions
Click
Rate Clicks
Sign-ups
Acquisition
rate
CTR CPA
Display 415.000 0,17% 706 102 0,02%
Takeover 229.000 5,30% 12.137 2250 1,0%

21. Cases: Stimorol, Rich Media
Campaign: Stimorol chewing-gum
Date: June-August 2014
Country: Denmark
Campaign: ”Dare to open your mouth”.
Agency: Carat
Creative: a Pull-up banner with video
Expansion rate: 13,93%
Video starts: 18.538
Video Completes: 7.076
Completion rate: 82%

22. Cases: AirBaltic, Rich Media
AirBaltic campaign
Spinning Cube
Swipe rate: 4,60%
Click rate: 1,01%
Total rate: 5,61%

23. Cases: Renault Captur, Rich Media
Renault Captur campaign
360 degree turn
CTR 4,6%
1.073 turned of the car
362 clicked TEST
248 clicked to find a dealer

24. Case: Tele2 / Samsung
Client: TELE2
Product: Zelta Zivtiņa
Campaign: Samsung campaign
Campaign was placed in multiple news and
entertainment mobile sites of Latvia such as:
TvNet, Apollo, Sportacentrs, KasJauns, Nra, Spoki, etc.
Ad solution: Scratch banner 320x320
Preview: http://ej.uz/zz-scratch2
Creative agency: Not Perfect | Y&R Riga
Functionality: Scratching reveals image. After 2 sec next
image was auto-loaded. After another 2 sec client site was
auto loaded.
Results: Over 18 000 interactions. Average CTR 8,8%

25. Rich Media Advertising
Mobile Advertising has to be made for mobile!
• Ads in mobile format
• Ads preferably in different mobile formats or
HTML5 that adapts to different screen sizes
• Links to mobile optimized pages

26. Rich Media Advertising
Mobile Advertising has to be made for mobile!
• Ads in mobile format
• Ads preferably in different mobile formats or
HTML5 that adapts to different screen sizes
• Links to mobile optimized pages
Remember:
• You can include more call2actions
• Don’t be too intrusive
Count everything!
• Impressions and clicks
• Conversions, sign-ups, etc.

27. Call 2 actions…
• click2URL
• click2download (video, app, etc.)
• click to see video
• click2call, click2mail, click2calendar
• sign-up (test drive, appointment,
eye test, call-me-back, etc.)
• sign-up for competitions
• Facebook like
• Facebook, Instagram, Google+
or Twitter share
• store locator
• coupon

28. Targeting

29. Optimization through targeting
Various types of targeting on mobile:
• Targeting on media or section
• Targeting on platform, device manufactor, OS, operator
• Targeting on external info
Fx.: Weather, traffic, last-minute sale, etc
• Time- and frequency control, budget limit or limits on clicks
• Re-targeting
People who clicked before or visitors of certain websites
• Geo-targeting (location aware advertising)
With a geo-fence or geographic area
• Audience targeting
Precise demographic targeting
• Sematic or Contextual targeting

30. Targeting on Media or Section
adPacks
• Women
• Men
• Young people
• Business
• Sports
• Automotive

31. Technical Targeting
Platform Operating system
Operator / network Device manufactor
Apps or sites

32. Targeting on external information
• Ad for Premier ice-cream is only shown if the
temperature is above 20°.
• Ad for Goodyear winter tires is shown only
when the temperature is below 7°.
• Ad for a Travel Agency is shown only when the
outlook is for rain.
• Ad for Benadryl is shown only
when there is a Pollen alert.
Weather controlled advertising can be used
across all advertising formats and publishers.

33. Frequency or limit control
Frequency control will eg. allow
ads to be shown to a user across
the adQuota network only:
• Twice per day
• Twice per week
• Once per media
• Etc.
Limit’s can be set based on
date and time. Fx:
Ads shown only Fridays between
14 and 18 PM
Only on Tuesdays and Thursdays
between 18 and 23PM
Limits can also be set based on
maximum amount of CLICKs
per day or week
Limits can also be set based
budget.
Eg. max spend per day is 100 USD

34. Re-targeting
Retargeting
based on visits
to websites (cookie)
Retargeting
based on previous
clicks (unique ID)

35. Geo-targeting
Geo-targeting
Advertising within a
geo-fence.
• Could be a circle around
a point
• Or anywhere within a
defined number of
points (coordinates)
• Could also be based in IP.
Fx.: everybodu at a
Trainstation, McDonalds,
a bank, etc.

36. 2015: Audience targeting
Precise demographic
targeting. Eg.:
• Gender: Women
• Age: 25-25
• Family status:
Married with 2 children
• Car: Golf
• Household income:
> 50.000 USD
• Interest:
Fashion and Fitness

37. What’s next?
Programmatic buying
Real-time-bidding

38. Programmatic buying
Buyers of advertising
Agencies and advertisers
Inventory
with floor-prices
DSPs adQuota
Programmatic ad trading
when single impressions
are bought and sold in
real time through an auction
Dashboard
Plan and buy
Targeting/re-targeting
Dynamic pricing models
$
$
$
$ $
$
$
$
$
$
$

39. Programmatic buying
Publishers and Networks
with ad inventories
(ad spaces) to be sold to
advertisers
RTB platform
manages inventory of ad
spaces and float it to
advertiser for bidding
ADVERTISERS
AGENCIES
using a DSP
Advertisers and
agencies bid for those
spaces via
real-time auction
adQuota
NETWORK
RTB Platform
by adQuota
$1.50 e.g.
$1.20
$0.50
$0.80
$1.50
wins

40. Audience Database in 2015
adQuota
Yield Management
Dashboard + UI
adQuota
direct sales
Publisher’s own
direct sales
adQuota
programmatic sales
adQuota
Self-Service
Backfilling
networks
adQuota
audience database
Publishers’
readers
hosted
in silos

41. Direct sales vs Programmatic
Prices/Floor Prices
Pricing models
Inventory
Flexibility in the booking
Targeting/re-targeting
Time to market
Ad placements
Guaranteed delivery
Large advertiser / agency
responsibility
Lack of ads
Ad formats
Unique users
Guaranteed delivery
Responsibility for
optimization
Inventory
Advise / counselling
Targeting/re-targeting
All ad formats
Ad placements
Pricing models
Slightly more expensive
Time to market
RTB Direct
Two models that complements each other

42. Active customers
Finance FMCG Auto
Entertainment Travel Education
Telecom

43. Relevant,
targeted and
engaging
mobile advertising

44. Publishers perspective

45. Publishers perspective
Circulation of print
and advertising
revenue decreasing.
Desktop traffic is stagnant.
Mobile and Tablet is
fast growing.
Less inventory per
page impression
= less real estate
..with low fill-rates

46. What all Publisher’s want…
Revenue optimization High fill-rates
The right customers
Brand protections
High CPMs
Publisher control
Smooth processes

47. Answer for Publishers: Yield Management
adQuota
Yield Management
adQuota
Direct sale
In-house
Premium sale
adQuota
Programmatic
adQuota
Self-Service
Ad-exchanges
Backfilling
networks
• Ad-server
agnostic approach
• 100% fill rates
• Optimized revenue
• Full control

48. Yield Management opportunities
adQuota Yield Management gives the Publisher a cool Dashboard to follow, and a UI to administrate and control
the revenue coming from mobile advertising.
Publisher can optimize the revenue from: best CPM/CPC per impression, best fill-rate or a balanced solution.
The revenue can come from:
- Publishers own sales
- adQuota’s direct sales
advertisers and agencies
- adQuota’s programmatic sales
- adQuota’s self-service
- Backfilling
Publisher can Yield Manage in-house
or adQuota can deliver
Yield Management as a managed
service.
Publisher can set special terms
for special clients in a “private
deal room”.
Price priority (best price wins the
deal), or priority/waterfall for eg:
- house-ads
- Publishers own sales
- adQuota direct sales
- Programmatic sales
White- and Blacklist on category,
brand, advertiser, agency, etc. set
on ad-placement level.
Controls who to sell ads to, and
who addresses whom?
Programmatic control:
- Publisher to set Hard/Soft
floor price on ad placement.
- System to intelligently adjust
floor price based on
automated Yield Management
analysis.
Platform will automatically check
for mark-ups in ads and reject
virus and malware.
Ad-zones hierarchy:
publisher -> channel ->
section -> page -> zone

49. …to summarize…

50. Summary
1. Mobile is where your clients are. Get there – but do it mobile optimized!
2. Use Rich Media rather than traditional display
3. Think mobile when planning your campaigns – and use different call2actions
4. Optimize using frequency control and technical targeting
5. Think Geo-targeting, Re-targeting or Audience targeting
6. Buy direct or programmatic
7. Count everything!
Good luck!

51. Thank you
for your
attention

52. adQuota Latvia
Michael Buch Sandager
Group CEO
ms@adquota.com
SkypeID: Sandager30
Maris Krasnikows
Country Manager, Latvia
maris.krasnikows@adquota.com
SkypeID: markils
Svetlana Arhipova
KAM, Latvia
svetlana.arhipova@adquota.com