Download - Mobile Advertising 101
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Copyright 2012 Jumptap
The State of the
Mobile Ad Industry
10.27.2012
Bob Hammond
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Mobile
Usage
Exploding2011 was first year more
smartphones shipped than
PCs globally
Roughly 96% of U.S.population has a cell phone
over 50% have a
smartphone
Mobile now accounts for
12% of global internettraffic, up from 1% at the
beginning of 2009
Global Smartphone And PC Shipments
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Mobile Ad
Spend Lags
UsageConsumers spend 23% of
their time with mobile, but
marketers are only
spending 1% of theirbudget
Compare this to 6% of
consumer time with print
pubs that are getting 29%
of marketing dollars
U.S. Advertising Revenue
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Mobile Ad Spend is Predicted to
Grow Rapidly
$416
$743$1,228
$2,402
$4,143
$6,376
$8,710
$11,029
2009 2010 2011 2012 2013 2014 2015 2016
US Mobile Ad
Spending 2009-2016
(millions)
Source: eMarketer
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Advertisers Tend to Look to
Ad Networks and Publishers Directly
Ad Network46%
Publisher Direct30%
Exchange12%
Other12%
What percentage of
your mobile advertisingis purchased via the
following means?
Major Ad Networks
Source: Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)
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Advertisers are Most Interested in How
They Can Target to Drive Results
Source: Advertiser Perceptions, Spring 2012
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Mobile Ad Targeting is More Complex
than Online
Multiple Device Types, Operating Systems, & Carriers in Mobile
vs.
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Content Targeting
Running ads on a mobile site
that focuses on a specific topic
like Sports, Finance, or
Entertainment
OR
Running ads with an ad network
in a channel made up of multiple
sites/apps on a content topic
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Location
Targeting
Zip Code
Targeting by zip code can
be done on about 2/3 of the
mobile audience who:
a) Have provided their zipcode to a site/app
b) Are accessing mobilecontent through a wifi
connection. Zip code is
picked up from IP
address.
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Romney
Used Zip
TargetingThe Romney campaign ran
zip-code targeted ads in Iowa
to drive voters to the primary
polls
Most impressions were
delivered the day of the
caucus and focused from 4:00
to 10:00 pm
Could this have helped drivethe 8 voters that gave Romney
the win?
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Location
Targeting
Hyper-Local
For anything tighter than
zip-level, we need
longitude/latitude
Only get this for about of
the audience those who
give a site/app permission
to use their location
Privacy friendly companies
dont store exact location
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Consumer-Level Targeting
with 3rd-Party Data50 Million Consumer Level Profiles
& Growing
OnlineBehavior
MobileBehavior
Real WorldBehavior
Twenty 3rd Party Data Partners& Growing
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How consumer-level works
Step 1
Person visits mobile site, enters
email and other information
Step 3
Jumptap deepens profile with info
from data partners based on
matched hashed email
Step 2
Site passes hashed email, other
info (non-PII) , and anonymous ID
to Jumptap and profile is created
Step 4
When Jumptap sees anonymous ID
again, we can target consumer using
1st and 3rd party data
ProfileManagement
3rd Party Data
3rdParty
Data
1stParty
Data