future m boston the future of mobile data fueled, programmatic and dominant
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The Future of Mobile: Data-fueled, Programmatic and Dominant Spencer Scott, Chief Revenue Officer FutureM – September 18, 2014 @fiksu, @spencerescott
The Opportunity: $100B Mobile App Economy Consumers spend more time in–app on mobile than on desktop
Consumers now spend more time on mobile than on TV
$95 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 more; 75% of Facebook and Twitter usage
1.5 B mobile devices expected to ship in 2014 2013 mobile app
revenue Fiksu estimate: $38 B
IDC – May 2014 ABI Research, March 2013 Various Mary Meeker, May 2014 eMarketer
The Challenges § Competition is stiff
- More than 2.5 million apps in App Store and Google Play
§ Mobile is different – it’s an operating system - Apps dominate - Why attribution is so difficult - Handling of data very different
§ Desktop players haven’t been able to make the transition - They need to rebuild their tech stack from ground up
Everyone’s Attention Is On Mobile ...
IDC, May 2014
Mobile platforms combined to account for 60% of total digital media time spent
comScore, June 2014
1.5 billion mobile devices are projected to be shipped in 2014
... Especially in Apps
comScore, June 2014
Users are now spending 2 hours and 42 minutes per day on mobile devices as of March 2014
- Mobile app usage accounts for 86% of that time
Flurry, March 2014
Mobile apps accounted for more than half of all digital media time spent in May, coming in at 51%
What Does This All Mean?
§ The amount of data available on mobile astounding!
§ Be weary: data from some third-party data providers can be unreliable
§ Capturing your own first party mobile data can provide highly actionable insights
Fiksu’s Data Story
Fiksu’s vast repository of marketing performance data informs media decisions and drives better user acquisition results.
1.7B Mobile device profiles
4.1T Marketing Events
3.2B Downloads Driven
15B Daily Ad Impressions
1.3B Loyal App Users
The Data Will Only Continue to Grow
-‐
100
200
300
400
500
600
Marketing Events Captured Monthly (in Billions)
What Is Programmatic Buying?
Strata, Apr. 2014
Over 60% of ad agency execs feel there’s no accurate, unified definition of programmatic buying.
Strata, Apr. 2014
Only 12% trust it to properly and accurately execute their ad orders.
Assn of Nat Advertisers/Forrester, Mar. 2014
67% are unaware of it, don't understand it, or need to learn more before using.
Programmatic Buying - The Many Definitions
“Programmatic buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms.”
Andy Cocker COO/Co-Founder Infectous Media
“Generally, programmatic buying is similar to programmatic stock trading insofar as buying happens as the result of a computational proxy bidding on behalf of human masters.”
George John CEO, Rocket Fuel
Philip Smolin SVP, Turn
“Programmatic buying enables marketers to consolidate customer interactions across multiple channels into a single dashboard, and then use that dashboard to develop a single, overarching strategy about how to best engage (and continue the conversation) with those audiences.”
Fiksu Says…
Micah Adler Fiksu CEO
“Programmatic buying is anytime you are using an automated process to make placement decisions of buying inventory in a closed loop fashion, and this goes beyond just RTB (real-time bidding).”
Programmatic Buying: Beyond RTB
§ 40% of Fiksu’s buying is done programmatically, and includes:
§ RTB on mobile inventory from top exchanges
§ Unique programmatic access to Facebook and Twitter
§ Programmatic access to other networks as they are released
§ Google AdWords, incentivized and other banner networks
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
Audience Attention (Not Budgets) Shifting
20% of total media time is spent on mobile, but mobile accounts for only 4% of ad spend.
Mary Meeker, May 2014
But You Can Buy Audiences on Mobile, Too
§ Context (where an ad is being displayed)
§ Demographics (age, gender, etc.)
§ Real-time data (device, platform, location, OS)
§ Interests (who someone follows or likes, what they’re talking about, what they search for, etc.)
With actionable data and programmatic access, mobile audiences can currently be reached based on:
Social: Providing Deep Audience Insights
§ Facebook and Twitter are two of the best sources to precisely target audiences
§ Actionable data on everything from age, gender, marital status, interests and more!
Audiences Reached Through Retargeting § Retargeting allows you to reach specific
segments of your app’s current user base including:
§ Lapsed users - encourage them to open your app
§ Purchasing and/ or active users - highlight a new feature or product in your app
The Future of Audience Buying § With the right data and technologies, marketers
will soon be able to segment and target based on broader behaviors
§ Example: A travel company could target users who have downloaded multiple travel apps
§ As this develops, everyone, including leading brands, will begin to see mobile as a powerful medium to reach precise audiences at scale
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? [email protected] www.fiksu.com @fiksu @spencerescott
Thank You! Learn more: fiksu.com/resources