APPNATION IV - Lifestree Media - Mitchell Weisman - 10 Good Minutes
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APPNATION IV - Lifestree Media - Mitchell Weisman - 10 Good Minutes
- 1. 10 GOOD MINUTES WITH MITCHELL WEISMAN Founder & CEO, LifeStreet Media UNLEASHING THE POTENTIAL OF THE APP ECONOMY APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 2. 10 Good Minutes: Where to Begin?... Answer: break the problem into smaller & smaller pieces: APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 3. Start here: 10 Good Seconds… (…only 9 ¼ minutes left to go.) APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 4. Next, 10 ‘Pretty Good’ Seconds… Mitchell’s Kid Mitchell Mitchell’s Kid’s Fish APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 5. Next, 10 ‘Pretty Good’ Seconds… About me • Founder / CEO LifeStreet Media • 13 years ad tech executive • 7 years VC/private equity LifeStreet Media at a glance • Display advertising platform • Social and mobile in-app markets • Customer acquisition: > 225 million installs • Inventory monetization: > $125 million paid out • Recent $66 investment APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 6. Today’s discussion: 3 Big Things for the App Economy Each of which requires… …getting very small. APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 7. First, a word about data and charts… APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 8. Example: a ‘have to sneeze’ chart APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 9. Example: a ‘have to pee’ chart APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 10. Example: Data Mining APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 11. Example: Data Mining Insight APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 12. 3 Big Things • Thing #1: Averages Lie • Think smaller! • Thing #2: Real Time Bidding (RTB) is Huge • Because it’s small! • Thing #3: High Velocity Testing has Come of Age • Allowing us to think small! APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 13. 3 Big Things • Thing #1: Averages Lie • Think smaller! • Thing #2: Real Time Bidding (RTB) is Huge • Because it’s small! • Thing #3: High Velocity Testing has Come of Age • Allowing us to think small! APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 14. Thing#1: Averages Lie… Statistician APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 15. Thing#1: Averages Lie… Statistician APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 16. Thing #1: Averages Lie… User group #2, avg. value = $10.00 User group #1, avg. value = $1.00 APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 17. 3 Big Things • Thing #1: Averages Lie • Think smaller! • Thing #2: Real Time Bidding (RTB) is Huge • Because it’s small! • Thing #3: High Velocity Testing has Come of Age • Allowing us to think small! APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 18. But first, 10 More Good Seconds… (…several minutes down, a few left to go.) APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 19. Thing #2: Real Time Bidding is really, really BIG… • $2B RTB ad spend in 2012 • $13.9B expected in 2016 • 88% YOY growth in RTB inventory (Q3 2012 vs. Q3 2011) • Fastest growing segment of digital advertising • Mobile represents 15% of total RTB inventory APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 20. Before Real Time Bidding, you could only buy big groups of impressions. Non-RTB = ‘Buying Big’ Pricing = $.65 CPM for a ‘Big’ group of impressions 1 price for MANY DIFFERENT: • Apps • Countries • Devices • OS versions • Connection types APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 21. What do you bid for this big group of impressions with so many different variables? APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 22. RTB: the ultimate de-averaging tool Non-RTB = ‘Buying Big’ RTB Pricing = ‘Buying Small’ $.79 $.32 $.24 $1.90 Pricing = $.65 CPM $.16 $.87 $.96 $.54 for a ‘Big’ group of $2.59 $.64 $3.37 $.11 impressions $1.54 $.48 $1.09 $2.88 1 price for MANY DIFFERENT: Different prices for EACH • Apps impression! • Countries • Devices • OS versions • Connection types APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 23. 3 Big Things • Thing #1: Averages Lie • Think smaller! • Thing #2: Real Time Bidding (RTB) is Huge • Because it’s small! • Thing #3: High Velocity Testing has Come of Age • Allowing us to think small! APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 24. Static, Manual Testing is No Longer Acceptable… APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 25. Automated, Perpetual High Velocity Testing is Required to Win in Today’s App Economy APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 26. Example: 23 Rounds of Testing, Yield Lift > 1,000% Testing Period # Test Rounds Total Ads Tested Compound Yield Lift 45 Days 23 67 1800% Lift 80% 2000% Yield Lifts 70% 1800% 1600% 60% 1400% 50% 1200% Compound Yield Lift Yield per Test 40% 1000% 30% 800% 600% 20% 400% 10% 200% Layout 0% 0% APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 27. Recap: 3 Big Things… …That Require Going Small. • Thing #1: Averages Lie • Think smaller! • Thing #2: Real Time Bidding (RTB) is Huge • Because it’s small! • Thing #3: High Velocity Testing has Come of Age • Allowing us to think small! APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 28. Common thread = granularity = getting small Sometimes you have to “break it down” to release the full potential APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 29. In closing, 10 Last Good Seconds… APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 30. Oops, wrong 10 seconds. Here it is. {Thank you for you kind attention.} {Enjoy the rest of your day.} APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
Notas do Editor
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- Really fast -- 40 seconds
- $2B ad spend in 2012 – that’s an 85% increase from 2011$13.9B expected in 2016 is a 59% compounded annual growth rate88% growth in RTB ad inventory in Q3: it’s up 29% vs Q2 2012 – in only one quarter
- Show “analog” testing – MadMen lipstick testinghttp://thechive.com/2012/11/14/back-in-the-day-this-was-the-greatest-job-on-the-planet-7-photos/
- http://www.vulture.com/2012/09/psys-k-pop-crossover.html