5 MOBILE ADVERTISING MISTAKES TO AVOID Andy Schrader – Director of Product Management

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About Me

! Director of Product Management ! Former Group Product Manager, Microsoft Advertising ! 10+ years of experience in the online advertising industry

The Mobile Landscape

The Mobile Market

! 2013 The year when mobile-connected devices will exceed the world’s population

! 82.8% The increase in global mobile

advertising revenue from 2011 to 2012.

! $8.9B Total global mobile advertising

revenue in 2012.

! 900,000 The number of apps available on both Google Play and the App Store.

App Economy Growth

Global Mobile Traffic

Mobile Traffic as % of Global Internet Traffic =Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate

Global Mobile Traffic as % of Total Internet Traffic, 12/08 - 5/13 (with Trendline Projection to 5/15E)e

30%

25%

20%

15%

10%

5%

0%

12/08 12/09 12/10 12/11 12/12 12/13 12/14

0.9%in 5/09

2.4%in 5/10

5%in 5/11

10%in 5/12

15%in 5/13

Trendline

% o

f Int

ern

et T

raffi

c

Top Mobile App Challenges

App Discovery

Lifetime Value

Optimizing Performance

People spend more time on apps than they do browsing the web.

1 4 apps never get downloaded

out of

The App Discovery Challenge

Gaining a huge quantity users is not

enough for thesavvy mobile marketer

anymore. Downloads

of

do no good if the app is never opened again. There is a new focus on Lifetime

Value or LTVin the mobile space.

Creating LTV

“

”

The state of mobile app audience

measurement isdefinitelybecoming

of in-app faster growthadvertising revenues.

an impediment to

Optimizing Performance

“

” -Joe Laszlo, IAB

FIVE MOBILE ADVERTISING MISTAKES TO AVOID

1. Failing to target

Smart data is a “must”

Loyal and engaged users are critical. Avoid wasted spend with targeted campaigns.

2. Not optimizing across devices

iOS vs Android All mobile devices are not created equal. Create different versions of Your ads to make sure they render properly across all platforms.

Test Creative Split test your ads to pinpoint the creative that has the highest CTR.

Language localization is a key performance differentiator for advertisers. Our tests have shown 42% increase in CTR and 22% increase in conversion rate with localized creative.

3. Creating audience saturation

Diversification

Retargeting is a great tool when used properly.

Highly Engaged High Spender

Who are you going to include or exclude from your campaigns?

4. Missing a post-install plan

Now what?

Getting a ton of people to download your app but never using it again is not beneficial. Attract non-incentivized downloads with a compelling post-install plan.

App Usage

Registrations

Level-Ups

In-game Purchases

Post-Install Engagement is important!

measured by......can be it

5. No performance measurement

Understand Your High LTV Users.

Where They Came From.

What Drives Value & Loyalty.

Then Target Similar Users.

Mobile Advertising’s Future

! Targeted ! Dynamic ! Engaging ! Less annoying, more useful

Targeted

The “one size fits all” advertising approach doesn’t work anymore

Dynamic

Giveing users personalized

advertisementsbased on their

engagement location increases

immediate value

likes or

by adding

Engaging

Users love Video, Native Ads, and in-ad game demos.

These are new tools advertisers must take advantage of.

–  Apps as ads –  Deals and rewards

Less annoying. More useful.

Recap of the 5 Mobile Advertising Mistakes

1.  Failing to Hypertarget 2.  Not optimizing across devices 3.  Creating audience saturation 4.  Missing a post-install plan 5.  No performance measurement

QUESTIONS?