eric garcia-fiksu

The Future of Mobile: Data-fueled, Programmatic and Dominant

Eric Garcia Client Account Director, EMEA

900 Clients 3.5B Downloads 3400 Apps 40 of the Top 50 Grossing Apps

Unprecedented Opportunity for Marketers

Mobile Programmatic Data

Everyone’s Attention is on Mobile Consumers now spend more time on mobile than on TV

$135 billion in revenue will be generated by mobile apps in 2018 Mobile

commands 20% of all media time – but only 4% of media budgets

Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and many others, 75% of Facebook and Twitter usage

1.5 B mobile devices expected to ship in 2014

2014 mobile app revenue: $45 B

IDC – May 2014 eMarketer/Yankee Group Various Mary Meeker, May 2014 eMarketer/Yankee Group

Mobile Data

Audience Buying in Mobile

Are you buying your audience from:

Mobile Web Mobile Apps

OR ?

The Answer Should Be Mobile Apps

!  87% of mobile usage is in mobile apps

!  If you aren’t buying your audience in mobile apps, you aren’t buying (much of) your audience

Mobile Data: Bigger and Better

!  1st party mobile data = highly actionable insights

!  3rd party mobile data = huge potential for defining audiences

Example: Fiksu’s ability to capture, process, and act on data

1.7B

Mobile device profiles

5.4T

Marketing Events

3.5B

Downloads Driven

But Remember: It’s Different On Mobile

!  Data is handled differently than on the desktop

!  Unique challenges on mobile

!  Result: Huge paradigm shift

Programmatic Once you have the data on who your audience is, how do you reach them?

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

What Is Programmatic Buying? Over 60% of ad agency execs feel there’s no accurate, unified definition

“Programmatic buying is using an automated process to make inventory placement

decisions, execute on those decisions, and incorporate closed-loop feedback.”

Fiksu’s Definition:

Programmatic Buying: Beyond RTB

!  Significant portions of the ecosystem not available to SSPs

!  More data can be layered on in non-RTB programmatic buying

!  Key: Programmatic is not just RTB

Programmatic Closed Loop Feedback

Audiences Once you have data and programmatic access to inventory, what audiences can you buy in mobile?

Data Enables Audience Buying

Context

App Usage

Demographics

Real-time data

Interests

Social Networks: Deep Audience Insights

!  Precise audience segmentation

!  Actionable data on age, gender, marital status, interests and more!

Audiences Reached Through Retargeting

!  Reach specific segments of current audience, including: -  Lapsed app users

-  Stuck in funnel

-  Cross device

Key: Capture your first-party data!

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

Want to talk? eric@fiksu.com www.fiksu.com @fiksu

Thank You! Learn more: fiksu.com/resources