the latest developments in mobile advertising (world telemedia) 141017

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1. The continued rise of mobile advertising.

2. Real-time bidding, or “programmatic buying”.

3. Data capture and user profiling. Multi device users.

4. Content marketing and native advertising.

DIGITAL ADVERTISING TRENDS

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The rise of mobile advertising

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• Global mobile spending was 19.3 billion $ 2012-13 (IAB)• Google + Facebook control over 57% of mobile advertising

in US last year

MOBILE ADVERTISING

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OPERATING SYSTEMS

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OPERATING SYSTEMS BY GEO

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Real-time bidding / programmatic

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• Consumer visits website. Browser communicates with ad server. • Ad server sends a message to an exchange to provide data about that user (IP

address, Location, website). DMP adds additional information.• Potential ad buyers send their bids to the exchange. Highest bid wins. • Ad is served. 120 millisecond round time.

RTB & PROGRAMMATIC BUYING

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RTB & PROGRAMMATIC BUYING

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RTB & PROGRAMMATIC BUYING

• More traffic for performance advertisers.• Greater focus on quality and not quantity (advertisers and publishers).

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• 30% of all mobile ad buys in 2013.

• Forecast at 45% of all mobile ad buys by the end of 2014.

• Entertainment growing as a proportion of mobile RTB buys.

MOBILE PROGRAMMATIC BUYING

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MOBILE PROGRAMMATIC BUYING

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Data capture and user profiling

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USER PROFILING / CROSS DEVICE

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• Personalised surfing:• Facebook gives each consumer a different landing page with updates about

their friends • Offline data:

• Anonymised data from credit card companies about their customers• American Express even cookie drops users when they log in to check their

statements and see where else they go online• Auctions as data mines:

• Campaigns run to glean information about users and publishers• Cross device:

• Facebook/Google logins

USER PROFILING / CROSS DEVICE

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Content marketing and native advertising

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Thank you for your attention!

Tom HorseySenior Partner, Co-founderThe Crazy4Media Group

M: +34 616 46 99 72tomhorsey@crazy4media.comSkype: tomhorseyhttp://www.linkedin.com/in/tomhorsey