Craig Palli

Chief Strategy Officer

September 29, 2015

@cpalli

It’s All About Audiences:

Taking a Data-driven Approach to Mobile

If you’re not targeting audiences on mobile...

...you’re about to get lapped by your competition!

And you’re wasting your money

Audience targeted campaigns can lower costs

by as much as 30%

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Here’s why

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Consumers spend more

time in mobile apps than

they spend watching TV 198MINUTES

168MINUTES

Daily average time spent

Source: Flurry (Q2 2015)

Mobile is massive

Digital media consumption 2015

90% MOBILE APPS

60% MOBILE

40% DESKTOPConsumers spend the

majority of their digital media

time in mobile…

… and 90% of mobile time

is spent in apps.

Source: comScore / Flurry

Mobile is app-centric

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

TV Online Radio Print Other Mobile

2009 2010 2011 2012 2013 2014

Source: MarketsandMarkets

Mobile is the ONLY channel that is growing

in regards to share of time

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Blueprint for mobile success:

It starts with data

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More data sources = better audiences

Behavioral data

• Mobile device IDs

• In-app events

• RTB infrastructure data

First-party

data

• IP addresses

• Facebook IDs

• Twitter handles

• Email addresses

Third-party

data

• Neustar

• eXelate

• More

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Most commonly used data sources

Source: Econsultancy,

June 2015

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Lookalikes

Audiences with characteristics similar to existing users

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Lookalike performance improvements

● 15-20% lower CPI

● 15-20% lower CPR

● 20-30% lower CPPU

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Reaching audiences

Multi-channel access and syndication

Reach your audience

wherever they are, across

all leading programmatic

channels.

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Optimizing for results

Continually optimize for results

Integrated trackingTrack media performance and user LTV across all

channels to enable sophisticated optimization.

Cross-channel optimizationAllocate money to the channels that deliver

audience members most effectively.

Ad format optimizationMove spend to the formats that perform best,

including display, interstitials, native, and video.

Creative optimizationMatch messages and creative to stages of

customer journey; learn and optimize to

best-performing units.

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Mobile customer journey

Awareness Interaction Loyalty

Kelly does some

research on the

manufacturer’s web site,

and a pixel captures her

IP address..

Publisher continues

to re-engage with

Kelly at meaningful

times to increase

her lifetime value

Sporting equipment

manufacturer wants

to build awareness of

a new hiking boot.

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Native ad on Twitter

gets Kelly’s attention

with tailored creative..

Kelly sees and clicks on

a follow-up ad in her

mobile Facebook feed

and buys the boots.

After she starts using the

boots, ads encourage Kelly

to rate, review, or share her

opinions.

Example: a sporting equipment manufacturer reaches

and connects with a new customer throughout her customer journey.

KellyOutdoor enthusiast

Continuous audience updates are key

● Up to 30% lower CPC

● Up to 50% lower CPI

● 5x better ROI

Audience targeting leads to success

Health app

● 13% lower CPI

● 9% lower CPRU

● 13% lower CPR

● 17% lower CPP

Audience targeting leads to success

Game app

● 23% lower CPI

● 21% lower CPRU

● 32% lower CPR

● 21% lower CPP

Fiksu is the largest independent

source of mobile audience data

2.6Bmobile profiles

5.2Bapp downloads

14.8Tmarketing events

60Bdaily impressions

Major advertising players (Google, Facebook) also have lots of data—but only Fiksu

allows you to cost effectively put that data to use across many marketing channels.

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Fiksu data includes

mobile ID-based profiles

of over 90% of all active

smartphones

and tablets in the US

Source: eMarketer

90%

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What Fiksu does

Build Audiences

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Reach Audiences Optimize for Results

dataYour data

Third

party data

ID-based lists Track, update, adjustWho not where

Questions?

craig@fiksu.com

@cpalli