mba dmb 2016 media mobile
TRANSCRIPT
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SSID:EFAPCléWIFI:Digital&59MEDIAMOBILE
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Quisuis-je?
ExpériencesFormation Side projects
Mail:[email protected]://fr.linkedin.com/in/tessierv
Marketingmobile.co
mobiledrinks.fr
appdays.fr
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Thèsemarketig mobile
Mail:[email protected]://fr.linkedin.com/in/tessierv
OMNICANALSOLOMOTODACLOROPO
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Thèsemarketig mobile
Mail:[email protected]://fr.linkedin.com/in/tessierv
Le mobile a la capacité de connecter le monde physique et le monde digital, c’est la réconciliation entre les pages web (URL : lien d’une page web) et la «
vraie vie » (IRL : In real life).
Catherine BarbaLivre blanc FEVAD : « la fin du e-commerce » où l’avènement du
commerce connecté.
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1. Intro2. Leviersdigitaux3. Programmatique4. Acquisition5. Monétisation
Sommaire
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Why mobile is strategic? 01
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Whymobileisstrategic?
Mobileis growing faster than its audience.
Thereare7.45billionuniquemobileconnections.
Compared with 7.2billionpeopleontheplanet.
Source:MMA:Mobile,thegreat connector
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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Whymobileisstrategic?
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LEVIERSDIGITAUX 01
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Leviers
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Leviers
Source:SR-IREP
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Leviers
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Leviers
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Leviers
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Leviers
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PROGRAMMATIQUE 01
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Monétisation:howanadisserved?
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Programmatique:définition
David Baranes, Directeur Europe du Sud, Appnexus : « Les achats programmatiques sont des achats réalisés par l’intermédiaire d’un logiciel qui automatise les processus des transactions (sélection des emplacements publicitaires, ajustement des prix, paiements des vendeurs, affichage des bannières publicitaires, etc.)».
Julien Gardès, directeur Europe du Sud, Rubicon Project : « L’achat programmatique – ou ‘advertising automation’ – est une technologie qui permet d’acheter et de vendre en temps réel. Il nous permet de connecter l’inventaire des vendeurs avec les acheteurs. C’est une couche d’automatisation qui permet de fluidifier l’acte d’achat et de vente. C’est un marché particulièrement dynamique en France et qui a été rapidement adopté par des éditeurs pour proposer leurs inventaires. Le programmatique, au contraire de ce que l’on peut entendre, met l’humain au cœur du process avec une forte notion de conseil et d’accompagnement. Le programmatique permet de résoudre des difficultés liées à l’utilisation de technologies obsolètes pour réaliser des actes d’achats et de ventes. C’est le cas pour la publicité en ligne où la plupart des investissements se font encore avec un fax et un document Excel ».
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Programmatique:définition
« Leprogrammatique,cen’estpasl’inversedebranding,c’estl’inversedemanuel »
MarissaMeyerCEOYahoo
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Programmatique:croissance
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Programmatique:définition
Nonprogrammatique Programmatique
• Process debooking manuel• L’éditeurmaîtriselalivraison• L’annonceurnesaitpass’iltouche
desclientsoudesprospects• Pasd’adaptationdumessagecréa• Pasdecapping global• Annonceur engagéàdépenser sur
teloutelsupport
• Process debooking automatique• L’annonceurmaîtriselalivraison• L’annonceursaitpass’iltouchedes
clientsoudesprospects• Adaptationdumessagecréa• Capping globalauniveauduDSP• Annonceur peutadaptersonplan
médiaaujour lejour
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Eco-système
...
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Programmatique:croissance
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Programmatique:chainedevaleur
Source: World Federation of Advertisers (2014)
Client100%
Agency5%
TD15%
DSP10%
Data25%
Exchange5%
Publisher40%
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Programmatique:ProtocoleOpenRTB
Aquoiressembleunebid request?
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Programmatique:ProtocoleOpenRTB
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Programmatique:data
Donnéesprobabilisées
Donnéesmesurées
DonnéesdéterministeExemple:Profilutilisateur
Exemple:donnéescollectésparuneDMP
Exemple:donnéescollectéspuiséchantillonnées/lookalike
SCALE ACCURACY
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* Mesuré via les pixel Nugg.Ad sur une période de 90 jours
Programmatique:comportemental
Commentfonctionnelleprofilingdesutilisateurs?Exempledeméthode,ditecomportementalavecunmodèledelookalike
Dismoilessitesquetuvisites,jetediraisquitues.
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…
13
0
44
2
0
25
3
0
0
TOM*
0
3
12
0
43
0
0
3
14
ALEX*
1
52
0
23
3
13
3
2043
LEA*
5
5
5
0
0
3
3243
4
ED*
6
0
0
2396
0
15
5
5
LUC*
6
4
7
0
0
5
2539
3
RENAUD
0
4
13
0
45
0
0
3
15
14
0
41
1
0
22
2
0
0
CHRIS
5
0
0
2189
0
16
4
6
GREG
15
0
35
3
0
25
4
0
0
PHIL
1
55
0
24
4
11
2
2145
VERO
7
0
0
2590
0
12
4
4
GILLESOLIVIER
* Internautes ayant répondu aux questionnaires
… … … … … … … … … … … …
…
…
…
…
…
…
…
…
…
…
…
Internaute qualifié (déclaratif)
Programmatique:inférencededonnéesSurlabasedesignaturedenavigation
1milliond’URLs regroupéessurplusde15000Sous-rubriques (120sites)
www.site2.com/rub2/srub3
www.site2.com/rub2/srub1
www.site2.com/rub2/srub1
www.site2.com/rub1/srub3
www.site2.com/rub1/srub2
www.site2.com/rub1/srub1
www.site1.com/rub2/srub1
www.site1.com/rub1/srub2
www.site1.com/rub1/srub1
Nombretotal deVUdel’éditeur
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…
13
0
44
2
0
25
3
0
0
TOM*
0
3
12
0
43
0
0
3
14
ALEX*
1
52
0
23
3
13
3
2043
LEA*
5
5
5
0
0
3
3243
4
ED*
6
0
0
2396
0
15
5
5
LUC*
6
4
7
0
0
5
2539
3
RENAUD
0
4
13
0
45
0
0
3
15
14
0
41
1
0
22
2
0
0
CHRIS
5
0
0
2189
0
16
4
6
GREG
15
0
35
3
0
25
4
0
0
PHIL
1
55
0
24
4
11
2
2145
VERO
7
0
0
2590
0
12
4
4
GILLESOLIVIER
* Internautes ayant répondu aux questionnaires
… … … … … … … … … … … …
…
…
…
…
…
…
…
…
…
…
…
IDENTIFICATION DESJUMEAUXSTASTISTIQUES DETOM
Internaute qualifié (déclaratif)
Internaute qualifié (inféré)
Programmatique:inférencededonnéesSurlabasedesignaturedenavigation
1milliond’URLs regroupéessurplusde15000Sous-rubriques (120sites)
www.site2.com/rub2/srub3
www.site2.com/rub2/srub1
www.site2.com/rub2/srub1
www.site2.com/rub1/srub3
www.site2.com/rub1/srub2
www.site2.com/rub1/srub1
www.site1.com/rub2/srub1
www.site1.com/rub1/srub2
www.site1.com/rub1/srub1
Nombretotal deVUdel’éditeur
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ACQUISITIONMOBILE 01
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Acquisition:objectifs?
Performance Branding Brandformance
• Générerdesdownloads• Générerdesvisites• Générerdesleads• Générerdesventes
• Développer lanotoriété• Topofmind• Associationàlamarque• Préférencedemarque
?
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Acquisition:Quelparcoursclient?
• Clic2call• Clictovideo /view• Clictodownload• ClictoURL/landingpage• ClictoSMS• Clictoagenda
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Acquisition:Letracking mobile
Imps Clics AppStore
Download
1èreouv.
In-appevent
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Acquisition:Letracking mobile
Imps Clics AppStore
Download
1èreouv.
In-appevent
BlackBox
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Acquisition:Letracking mobile
Imps Clics AppStore
Download
1èreouv.
In-appevent
ClicID+Advertiser ID
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Acquisition:Letracking mobile
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Acquisition:Letracking mobileAttribution/Tracking
MediaBuying
AppcentricAnalytics
Appranking ouASO(AppStoreOptimisation
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Acquisition:Letracking mobile
1. Lenombreetlaqualitédessourcesdetraficaveclesquelsl’outilestintégré
2. Est-cequel’outiltrack lesdownloads organiques(nonissuesdecampagnesmédias)?
3. Est-cequel’outilestneutredanssontracking?Est-cequ’iln’yapasdeconflitd’intérêt?
4. Méthodologieutilisée(device ID,fingerprinting…)
5. Sil’outilestgratuit,quelestlebusinessmodelduprestataire?
6. Tempsderéponseserveur(lirecetarticledeVenturebeat)
7. Touteautresquestionsutiles(supportlocal,languedusupport,horairede
disponibilité…)
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Acquisition:objectifs?
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Acquisition:Mediaplanning
Grossratingpoint:pointdecouverturebrut
Indicedepressiond‘unecampagnepublicitairesurunecibledéfinie
Nombredemoyendechancesdecontactsd’unecampagnepublicitairerapportéà100personnesdelacibleétudiée.
GRP=tauxdecouverturextauxderépétitionmoyen
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Acquisition:GRP
Dumediaplanning…choixdesmarquesmédias,dessupportsenamont...
Adel’audienceplanning, choixdelacible,ciblagevialadata,quelquesoitlesupport, lecontextedeconsommationmédias
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Acquisition:unpeudemath
Qu’estcequ’unCPM?
Qu’estcequ’unCPC?
Qu’estcequ’unCPA?
Qu’estcequ’unCPI?
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Acquisition:unpeudemath
Vousachetez2000000impressionsà2€ duCPM
Combienpayezvous?
2000000*2€ /1000=2000€
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Acquisition:unpeudemath
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Acquisition:Combiencoutundownload?
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Acquisition:AcheterunTOP?
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Acquisition:AcheterunTOP?
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Acquisition:incentive?
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Acquisition:Adverification
Visibilité
1. Non-human generated impressions2. Non-human generatedclicks3. Hidden ads4. Misrepresented source5. ‘Noquality’ site– site’s whose solepurpose istoserveads6. Malicious adinjection7. Policy-violating content,e.g.porn,piracy
FraudeBrandSafetyAPXasupprimé65%destransactionsinterdictiondu"domain masking"
Est-cequelapublicitéestaffiché?
Cookie dropping
PrincipedeWhitelisting
Imagedemarque
Contexterespectueux delamarque
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Acquisition:Adverification
StandardIAB:unepublicitédisplayestconsidérécommevuequand50%delasurfacedelapublicité+1seconde
Largedisplay:30%+1second
Video :50%+2seconds
LeMRC(MediaRatingcouncil)ditqu’ilestimpossible aujourd’huid’atteindre100%devisibilité
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Acquisition:Adverification
Lemarchésestructuresurledesktop,maispasdestandarddemesure
Cesoutilsnesontpasencoredéployéssurl’environnementmobileapp
Q42015:52,6%desimpressionsserviesn’ontpasétévueparlesinternautesSource:BaromètreAdLedge /KantarMedia
http://www.kantarmedia.com/fr/blog-et-ressources/blog/6eme-barometre-ad-verification
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Acquisition:Mesured’audience
Aujourd’hui, Mediamétrie mesureledesktop, lessmartphoneetlestablettes,depuis2015
En2017, letraficsmartphonemesureralehttpsetlewifi,quiétaientjusqu’icimodélisé,viaunpanelunique
1/Oldschool :lespanels
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Acquisition:Mesured’audience
• GoogleAMP• InstantArticle• Snapchat
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Acquisition:Mesured’audience
Internetpermetdemesurerl’intégralitédesinternautesGoogleetFacebookontlesplusgros« panel »mondiauxLeprogrammatiqueafaitswitcherlemarchédumédiaplanningàl’audienceplanning.Desoutils sontdésormaisdisponibles pourvérifierqu’une campagneatouchésacible,enmesurepostcampagne.Miseenplace:posedetagavantlelancementdelacampagne
2/newschool :achatprogrammatiqueetmesurepostcampagne
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Acquisition:Mesured’audience
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Acquisition:Display
Spray&Pray versusTargeting
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Acquisition:Display
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Acquisition:Display
Premiumsaleshouses adnetworks Programmatique
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Acquisition:Twitter
SurTwitter HorsdeTwitterTwitterAudiencePlatform
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Acquisition:Facebook
Mark a craqué la publicité mobile.
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Acquisition:Facebookaudiencenetwork
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Acquisition:Facebookaudiencenetwork
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Acquisition:Facebook
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Acquisition:Facebook
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Acquisition:Facebook
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Acquisition:Facebook
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Acquisition:Facebook
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Acquisition:FacebookCanvas
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Acquisition:FacebookCanvas
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Acquisition:FacebookCanvas
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Acquisition:Video,FacebookCanvas
• Leusern’estpasredirigéversunepagewebmobile
• LePre-load permetd’afficherdespublicitésrichesetengageantes,rapidement
• Tempsdevisionnage :31sec
• 53%desexposésvisionnent plusdelamoitiéducontenu
• Canvas secharge10foisplusrapidementque lesautresformatspublicitairesmobile
• Canvas seraétenduàinstagram etAudienceNetworkmi2016
Instantarticlesmeet Instantads
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Acquisition:Instagram
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Acquisition:re-engagement
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Acquisition:re-engagement
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Acquisition:Video
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Acquisition:Video
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Acquisition:Video
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Acquisition:Video
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Acquisition:GoogleSEM AdMob
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Acquisition:SEM
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Acquisition:SEM
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Acquisition:SEM
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Acquisition:SEM
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Acquisition:SEO
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Acquisition:SEO
https://googlewebmastercentral.blogspot.fr/2015/04/rolling-out-mobile-friendly-update.html
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Acquisition:SEO
https://www.google.com/webmasters/tools/mobile-friendly
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Acquisition:SEO
http://design.google.com/resizer
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Acquisition:SEO
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Acquisition:Quelparcoursclient?
CrossdeviceReaching PeoplenotdevicesPeoplebased marketing
Device Graph/Identity Graph
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Acquisition:Quelparcoursclient? 6.4adressabledevice peruser
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Acquisition:crossdevice attribution
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Acquisition:attribution
Source:Etuderocketfuel sur3200campagnes
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Acquisition:attribution
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Acquisition:attribution
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MONETISATIONMOBILE 01
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Monétisation:Préalable
1. Del’audience…!PasdeMAU,pasdechocolat.
2. Unebonneuserexperience
3. Desformatspubpenséesenamontdudéveloppementdel’app
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Monétisation:Préalable
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Monétisation
1.Premium:paid app2.freemium :ads +in-app purchase
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Monétisation
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Monétisation
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Monétisation
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Monétisation
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Monétisation:tag
<scripttype="text/javascript"><!--mopub_ad_unit =
"8eeb2adbdfc145c9b30f7bb81c853497";mopub_ad_width =320;//optionalmopub_ad_height =50;//optionalmopub_idfa ="[sas_deviceId]";mopub_lat_long ="[sas_latitude]","[sas_longitude]";-->
</script><scriptsrc="http://ads.mopub.com/js/client/mopub.js"></script>
<scripttype="text/javascript"><!--mopub_ad_unit =
"86aaf8d1137b42ef9af4dc00dd819ad8";mopub_ad_width =320;//optionalmopub_ad_height =480;//optionalmopub_idfa ="[sas_deviceId]";mopub_lat_long ="[sas_latitude]","[sas_longitude]";-->
</script><scriptsrc="http://ads.mopub.com/js/client/mopub.js"></script>
FULLSCREENLEQUIPEiOS BANNERLEQUIPEiOS
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Monétisation:Interstitiel/set-up
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Monétisation:collectededonnées
Plusvoustransmettezdedonnéesàvosclientsagencesetannonceurs,plusleCPMseraélevé.
Lacollectededonnéedevientdoncunenjeu importantdemonétisation
1. Ilfautquecelaaidusens2. Ilfautexpliqueràsesutilisateurssonusage
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Monétisation:collectededonnées
Plusvoustransmettezdedonnéesàvosclientsagencesetannonceurs,plusleCPMseraélevé.
Lacollectededonnéedevientdoncunenjeu importantdemonétisation
1. Ilfautquecelaaidusens2. Ilfautexpliqueràsesutilisateurssonusage
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Monétisation:collectededonnées
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Monétisation:collectededonnées
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Monétisation:SDKornotSDK?
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Monétisation:SDKornotSDK?
DEVICE ID
MRAID LOCATION
0,40 €
0,60 €1,50 €
0,70 €1,70 €
2,20 €
1,70 €
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Monétisation:SDKornotSDK?
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Monétisation:SDKornotSDK?
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Monétisation:Advertiser ID
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Monétisation:Advertiser ID
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Monétisation:Location
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Monétisation:SDKornotSDK?
INTERSTITIEL
RICH MEDIA (MRAID)
NATIVE ADS
BANNER
VIDEO
Formats
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Monétisation:SDKornotSDK?
LOCATION
CIBLAGE DEVICE
CIBLAGE OPERATEUR
DEVICE ID
CIBLAGE 3G / WIFI
Meta-data
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Monétisation:SDKornotSDK?
Techniques
LATENCY
GESTION ADQUALITY
PASSBACK
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Monétisation:tool
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Monétisation:webmobile
Lamoyenneglobalestà85%d’usageapp…maissur5appsseulement
Leséditeursmédiasontunedistribution pluséquilibréeentreappetwebmobile
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Monétisation:webmobile
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Monétisation:webmobile
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Monétisation:webmobile
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Monétisation:webmobile
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Monétisation:webmobile
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Monétisation:webmobile
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Monétisation:webmobile
demo.numbate.com
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Monétisation:webmobile
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Monétisation:adquality
Mimick lelook&feel Language malware
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Monétisation:adquality
Pasclasse Language malware
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Quizz
QuelleestlatailledumarchépubmobileenFrance?
Quelleestlapartduprogrammatique dansledisplayenFrance?
QuelleestlapartdemarchédeFBetGoogledanslapublicitémobile?
Quelestleprixd’undownload?
QueveutdireDSP?
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• mondaynote.com• Businessinsider.com• TechChartofTheDay• Techcrunch.com• Offremedia• Ratecard• flurrymobile.tumblr.com/
Sources
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SSID:EFAPCléWIFI:Digital&59
L
MERCI!