native ads: how to get superior results across multiple platforms - benjamin hansz, fiksu
TRANSCRIPT
Native Ads:
How to Get Superior Results
Across Multiple Platforms
Benjamin Hansz
VP, International Client Management
Israel Mobile Summit– December 2, 2014
900 Clients
3.5BDownloads
3400 Apps
40 of the Top 50
Grossing Apps
What are Native Ads?
• Match form and function of
experience where placed
• Seen within content stream
• Feel less intrusive
• Increase likelihood users click
Contentvs.Native Ad
Growth of Native Advertising Revenue
Source: BI Intelligence estimates, Interactive Advertising Bureau
$1.0 $1.3 $1.9 $2.7 $3.9
$5.7
$0.8 $1.0 $1.3
$2.0
$2.7
$3.4
$2.9
$5.6
$7.5
$9.2
$10.7
$11.9
$-
$5.0
$10.0
$15.0
$20.0
$25.0
2013 2014E 2015E 2016E 2017E 2018E
Billions
Native-style Display Sponsorship Social
32% of respondents said the native ad “is an ad
I would share with a friend or family member”
versus just 19% for display ads.-IPG Media Lab/Sharethrough (May 2013)
97% of mobile media buyers report native ads
are very or somewhat effective at
achieving branding goals.-Sharethrough (Sept. 2013)
Native ad spending on social media alone is
expected to grow from $3.1 billion this year to
$5.0 billion in 2017.-BIA/Kelsey (December 2013)
Top Native Ad Sources on Mobile
Mobile ad revenue = 66% of total revenue (Q3)
Mobile ad revenue = 85% of total revenue (Q3)
• MoPub
Unique access to multiple native ad networks
The Facebook Advantage
Reach
Volume
Long Term Value
Over 1.1B mobile users
With the right tools and tactics, you can generate
unprecedented volumes of high quality users
Highly granular targeting tools let you reach
users with unique characteristics and interests
Highly Effective Native Ad Unit
• Unique targeting capabilities
• Appears in mobile newsfeed
• Looks similar to editorial
content
• Dedicated ad unit for apps
links directly to the App Store
• Reach
- 227M monthly active
mobile users
• Unique targeting
• Intent and Immediacy
Why Twitter?
FollowersLeverage brand
advocacy
Look-a-LikesFind users similar to
your followers
InterestsResonate w/ users
through their interests
KeywordsTarget users tweeting
specific words/terms
SearchTarget users searching
for specific keywords
LocationNarrow in on country,
state, city or zip
MobileReach users by device
and platform
GenderIncrease relevance with
gender targeting
TailoredTarget specific sets of
users
TVResearch users talking
about TV shows
Unique Targeting
MoPub
New Opportunities with Native Ads
• 2-5x increase in
conversions
• Minimal
customization
• Maximum reach
Title
Text
Main Image
CTA Text
Icon image
Reach Across Leading Mobile Publishers
Results Delivered
• Increase CTR by 129%
• Increase conversion rate by 384%
• Decrease cost per install by 83%
Together Fiksu and MoPub Helped to:
The Fiksu Difference:Expertise and Tools to Get the Most out of
Facebook, Twitter and MoPub
Fiksu for Facebook
Unique access to data
and access to buy media:
• Ads API Partner with Mobile
Measurement access
• Programmatic media buying
& optimization tools
• Support Mobile Installs
& Re-engagement
Broad integration, expansive
reach, and access to full
suite of Twitter’s Mobile App
Promotion products:
• Ads API integration
• Mobile App Conversion Tracking
• Tailored Audiences
Fiksu for Twitter
Fiksu Social
Fiksu MoPub DSP Integration
Industry-leading contextual targeting for mobile
“Fiksu is one of our largest, most efficient programmatic
partners for in-app and performance marketing..”
— Janae McDonough, Director, Exchange, MoPub
200kPeak Bids/Second
5BRequests/Day
Top 10%MoPub CTR Rank
