mobile 101 class 3: what every strategist should know

WHAT EVERYMEDIA STRATEGIST

SHOULD KNOWABOUT MOBILE

March 13, 2013DARREN HERMAN

& TAYLOR DAVIDSON

PRESENTED BY

WHAT’S OLD IS NEW AGAIN

3

DESKTOP

1 WEBSITE

1994

2 WEBSITES

DESKTOP MID-LATE 1990’S

4

MANY WEBSITES

DESKTOP LATE 1990’S TO EARLY 2000’S

5

DESKTOP LATE 1990’S TO EARLY 2000’S

6

DESKTOP MID - LATE 2000’S

7

TOOK 18 YEARS1994-2012

DESKTOP

8

Mobile Ad Networks

Mobile Ad Exchanges

2008-20124 YEARS!

MOBILE

9

10

DESKTOP DISPLAY

DESKTOP AD REP FIRMS

DESKTOP AD NETWORKS

DESKTOP AD EXCHANGES

DESKTOP AD SERVERS

MOBILE DISPLAY

MOBILE AD REP FIRMS

MOBILE AD NETWORKS

MOBILE AD EXCHANGES

MOBILE AD SERVERS

11

ADSERVER

RICHMEDIA

MEASUREMENT

MOBILE AD STACK

12

HUB

HIGH TOUCH

CUSTOM UNITS

MANUAL

P.O.E.M.

API DRIVEN

STANDARDIZED UNITS

ALGORITHMIC

PM

+ STRATEGY & ANALYTICS13

THE INNOVATION INMOBILE ADVERTISINGSTARTS WITH MOBILE

EXPERIENCES

MOBILE

14

“MOBILE PLATFORMS (DEVICES, OS, SOFTWARE) ARE CATALYSTS FOR NEXT-GENERATION CONNECTED

EXPERIENCES.”

MOBILE

15

MOBILE

16

CONTEXT ISCRITICAL

MOBILE

17

DESKTOPCONTEXT IS

LESS VARIABLE THAN MOBILE

MOBILE ADVERTISING HAS TO BE SMARTER

MOBILE

18

MOBILE

PHONE TABLET

CACHED ONLINE

MOBILE WEB APPS

SOCIAL NON-SOCIAL

BOOKSSNACKS

PULL PUSH

“MOBILE” MEANS MANY

THINGS

19

MOBILE

IS THIS THERIGHT UNIT

FOR MOBILE?

2012

20

WHAT’SNEW?

MOBILE

21

MOBILE DSP

MOBILE

22

“ACTIONS”, NOT ADS

MOBILE

23

GEO TARGETING

MOBILE

24

INTENT TARGETING

MOBILE

25

CONTENT RECOMMENDATIONS

MOBILE

26

CONTENT READING

MOBILE

27

GAMES

MOBILE

28

SOCIAL PLATFORMS

MOBILE

NATIVE

29

WHAT DIDN’T WETALK ABOUT?

MOBILE

30

MOBILE

PAYMENTSANALYTICS

MOBILE LOYALTYCROSS-PLATFORM

ATTRIBUTION

VIDEO BYOD

31

DARREN HERMAN

DHERMAN@MEDIAKITCHEN.TV

TAYLOR DAVIDSON

TDAVIDSON@KBSP.VC

THANK YOU