MOBILE ADVERTISING TODAY, TOMORROW, AND BEYOND

Transcription

1 MOBILE ADVERTISING TODAY, TOMORROW, AND BEYOND

2 MOVEMENT SCIENCE TRANSFORMING LOCATION SIGNALS AND CONSUMER INSIGHTS INTO EFFECTIVE MOBILE MARKETING ACTIVATIONS At Verve, we are experts in the field of Movement Science combining actual location and behavioral signals to power exceptionally relevant brand experiences that drive results.

3 LOCATION IS CENTRAL TO DELIVERING THE BEST MOBILE EXPERIENCES Where people go says a lot about who they are. Having direct relationships with premium publishers allow advertisers to gather location data directly from the mobile device, which is the best and most accurate source. Gym Juice Bar New City Over Weekend Wine Shop High-End Grocery Home Work Home Designer Retailer Home FITNESS ENTHUSIAST EARLY RISER LEISURE TRAVELER LUXURY RETAIL SHOPPER

4 BY THE NUMBERS

5 BY THE NUMBERS CAMPAIGN PERFORMANCE VISIT LIFT CTR US MARKET PENETRATION ALL Agency Holding Companies 7 of the Top 10 Retailers 8 of the Top 10 CPG Companies 4 of the Top 5 Entertainment Companies 7 of the Top 10 Auto Manufacturers

6 TODAY

7 MOBILE WILL SURPASS TIME SPENT ON TV AND BECOME LARGEST MEDIA GLOBALLY IN 2019 SOURCE: emarketer, April 2016

8 IN-APP REPRESENTS 92% OF MOBILE ADVERTISING OPPORTUNITY SOURCE: Flurry Analytics, comscore, Facebook, NetMarketShare. Note:US, Dec 2016

9 MOBILE ADVERTISING WILL = $75B IN US IN 2018 AND 70% OF TOTAL DIGITAL REVENUES SOURCE: emarketer, March 2018

10 MOBILE DISPLAY (BANNERS, NATIVE, VIDEO) REPRESENTS 52% OF MOBILE ADVERTISING MARKET SOURCE: emarketer, March 2018

11 HOME IS WHERE THE MOBILE PHONE IS Source: Verve, Internal Insights Study, April 2017

12 MOBILE IS MORE THAN SOCIAL Source: Flurry Analytics, comscore, Facebook NetMarketShare, Dec 2016

13 The Kinds of Data Consumers can share Who I Am Where I am Where I m going Where I ve been What s nearby Consumers Expect Brands and Retailers to Know What s going on What I need What I bought What I m interested in What I respond to 13 Image adapted from Phil Hendrix, The Engagement Stack, a whitepaper sponsored by Brandify

14 TOMORROW

15 LOCATION- POWERED DISPLAY ADS WILL = $75B $40B GLOBALLY IN 2021 SOURCE: emarketer, Magna, Zenith IN THE US

16 PROGRAMMATIC

17 NEARLY 85% OF MOBILE DISPLAY ADS WILL BE BOUGHT PROGRAMMATICALLY IN 2018 $60 US Mobile Programmatic Display Ad Spending (billions) $32.78 $40.40 $48.08 $

18 PROGRAMMATIC: DEFINED An automated, technology-driven method of buying, selling or fulfilling advertising. Question No. 1: Is inventory being auctioned? Yes No Real-time bidding (RTB) Question No. 2: Is it a public auction? Programmatic direct Question No. 3: Is inventory guaranteed? Yes No Yes No Open exchange Private marketplace (PMP) Programmatic guaranteed Preferred deal

19 AD FRAUD

20 ONLINE AD FRAUDSTERS ARE STEALING $6 BILLION FROM BRANDS. $16.4B lost by advertisers to digital ad fraud in in 5 ad-serving websites are visited exclusively by bots 30% growth in quarterly average cost of fraud (Q1 2018) 1/3 digital ad spend is attributed to ad fraud Source: JPMorgan Chase and WhiteOps, VentureBeat, The Verge, AdAge

21 PROGRAMMATIC: FRAUD SOLUTION? LESS RTB / OPEN EXCHANGE AND MORE PROGRAMMATIC DIRECT Question No. 1: Is inventory being auctioned? Yes No Real-time bidding (RTB) Question No. 2: Is it a public auction? Programmatic direct Question No. 3: Is inventory guaranteed? Yes No Yes No Open exchange Private marketplace (PMP) Programmatic guaranteed Preferred deal

22 BAD LOCATION DATA (FRAUD) Bad data puts people Located all around NYC ALL in the same place UP to 80% of lat. / long. data in EXCHANGES IS inaccurate Inferred lat/long based on the centroid of an IP address is a major source of bad location data on exchanges. This can result in poorly built audience segments and inaccurate ad delivery Verve Wireless, Inc. All rights reserved. All content featured herein is the property of Verve Wireless, Inc.

23 ROI/ATTRIBUTION

24 HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF. - John Wanamaker

25 NO MODEL IS PERFECT every attribution model has built into it biases and opinions that often struggle to stand any intellectual scrutiny, or the simple laws of common sense. - Avinash Kaushik 1. First Touch Attribution 2. Lead Conversion Touch Attribution 3. Last Touch (Opportunity Creation Touch) Attribution 4. Last Non-Direct Touch Attribution 5. Last [Insert Marketing Channel] Touch Attribution 6. Linear Attribution 7. Time Decay Attribution 8. U-Shaped (Position-Based) Attribution 9. W-Shaped Attribution 10. Full-Path (Z-Shaped) Attribution 11. Custom or Algorithmic Attribution 12. Multi-touch Attribution

26 A (VERY) SHORT PRIMER ON MULTI-TOUCH ATTRIBUTION Multi-touch attribution is a way to allocate credit towards marketing touchpoints that preceded a conversion within a customer journey. Source: MarketingLand

27 3 CHALLENGES OF ATTRIBUTION MODELING: THE BAD, THE BAD, AND THE UGLY 1. Attributed ROI is not true (Incremental) ROI 2. Attribution does not account for offline-to-online effects 3. Attribution does not account for influence of external factors

28 AD BLOCKERS

29 STOP BEING ANNOYING!

30 DESKTOP WEB LEADS BLOCKING

31 BEACONS

32 LISTEN. LEARN. ACTIVATE. 2 1 FRICTION-LESS DISCOVERY 3 REPEATABLE Small, non-obtrusive Verve Beacon passively detects users at micro-locations Bluetooth Smart / Bluetooth Low Energy Passively detect users at microlocations 5 years of battery life Range: up to 100 meters; omnidirectional Audience discovery and data exploration about consumers Where they go Types of apps they use Behavioral data Audience traits Leverage your Audience discovery for strategic retargeting campaigns based on: Audience segment Frequency of visits Time of day/week

33 BLOCKCHAIN

34 CURRENTLY, IT S LIKE BUYING A HELMET FOR WALKING.

35 I D SAY 95 PERCENT OF CURRENT BLOCKCHAIN VENDORS WILL BE BLOWN UP INSIDE 18 MONTHS, MAYBE LESS. - Dan Wilson, CEO of London Media Exchange

36 GDPR

37 Q&A

38 THANK YOU! Mike Craney Enterprise Sales Director