mobile 101 class 3: what every strategist should know
TRANSCRIPT
WHAT EVERYMEDIA STRATEGIST
SHOULD KNOWABOUT MOBILE
March 13, 2013DARREN HERMAN
& TAYLOR DAVIDSON
PRESENTED BY
WHAT’S OLD IS NEW AGAIN
3
DESKTOP
1 WEBSITE
1994
2 WEBSITES
DESKTOP MID-LATE 1990’S
4
MANY WEBSITES
DESKTOP LATE 1990’S TO EARLY 2000’S
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DESKTOP LATE 1990’S TO EARLY 2000’S
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DESKTOP MID - LATE 2000’S
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TOOK 18 YEARS1994-2012
DESKTOP
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Mobile Ad Networks
Mobile Ad Exchanges
2008-20124 YEARS!
MOBILE
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DESKTOP DISPLAY
DESKTOP AD REP FIRMS
DESKTOP AD NETWORKS
DESKTOP AD EXCHANGES
DESKTOP AD SERVERS
MOBILE DISPLAY
MOBILE AD REP FIRMS
MOBILE AD NETWORKS
MOBILE AD EXCHANGES
MOBILE AD SERVERS
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ADSERVER
RICHMEDIA
MEASUREMENT
MOBILE AD STACK
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HUB
HIGH TOUCH
CUSTOM UNITS
MANUAL
P.O.E.M.
API DRIVEN
STANDARDIZED UNITS
ALGORITHMIC
PM
+ STRATEGY & ANALYTICS13
THE INNOVATION INMOBILE ADVERTISINGSTARTS WITH MOBILE
EXPERIENCES
MOBILE
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“MOBILE PLATFORMS (DEVICES, OS, SOFTWARE) ARE CATALYSTS FOR NEXT-GENERATION CONNECTED
EXPERIENCES.”
MOBILE
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MOBILE
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CONTEXT ISCRITICAL
MOBILE
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DESKTOPCONTEXT IS
LESS VARIABLE THAN MOBILE
MOBILE ADVERTISING HAS TO BE SMARTER
MOBILE
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MOBILE
PHONE TABLET
CACHED ONLINE
MOBILE WEB APPS
SOCIAL NON-SOCIAL
BOOKSSNACKS
PULL PUSH
“MOBILE” MEANS MANY
THINGS
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MOBILE
IS THIS THERIGHT UNIT
FOR MOBILE?
2012
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WHAT’SNEW?
MOBILE
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MOBILE DSP
MOBILE
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“ACTIONS”, NOT ADS
MOBILE
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GEO TARGETING
MOBILE
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INTENT TARGETING
MOBILE
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CONTENT RECOMMENDATIONS
MOBILE
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CONTENT READING
MOBILE
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GAMES
MOBILE
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SOCIAL PLATFORMS
MOBILE
NATIVE
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WHAT DIDN’T WETALK ABOUT?
MOBILE
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MOBILE
PAYMENTSANALYTICS
MOBILE LOYALTYCROSS-PLATFORM
ATTRIBUTION
VIDEO BYOD
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DARREN HERMAN
TAYLOR DAVIDSON
THANK YOU