Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

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Getting Started with Mobile Programmatic Buying

description

Programmatic buying is a significant and growing segment of the mobile advertising space. With a leading mobile advertising exchange and as one of the largest bidders on real-time mobile advertising, Millennial Media will share practical tips to getting started with programmatic buying, and will illustrate how agencies, and their advertisers, can benefit from this shift to reach consumers precisely when and where it matters most – on their mobile device.

Transcript of Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Page 1: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Getting Started with Mobile

Programmatic Buying

Page 2: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

50%+ of U.S. digital consumers engage on

both computers & mobile devices

74% of U.S. smartphone owners say they use

mobile location-based services

90% of U.S. smartphone users take pictures with

their phone’s camera

People moveBetween screens, places, and

moments

Page 3: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Mobile connects moments.As we move, advertising experiences should be native to our devices, platforms and moments. They should move with us.

150X People check their phone 150X per day.

Every 6 ½ min.

Page 4: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Smarter dataWe’re moving from scattered to sustained connectivity. Mobile data is telling a more fluid story that is more than measurable. It’s map-able.

Avg. Time Spent per Day Onlineby U.S. Adults by Device

Desktop Mobile + Tablet

2010 2011 2012 2013

3:22

3:25

Page 5: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

U.S. Programmatic Display Ad Spending by Format (Desktop vs. Mobile)

Faster decisionsProgrammatic is streamlining the process of buying and selling mobile advertising. Real-time optimization. At the impression level.

2013 2017

Ad spend share by type

17% Non-programmatic31% Non-RTB Programmatic52% RTB

87%DESKTOP

201787%

2013

72%

2013

68%

88%

MOBILE

2017

88%

2017 TOTAL

Page 6: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Premium Programmatic

Data TransparencyTransparency at the impression level – device, publisher, audiences & location

InventoryPremium inventory only available programmatically via the MMX

ScaleAccess to more than 1 billion premium mobile impressions per day

MMX: Built for mobile

Page 7: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Premium Programmatic

ReachRamp campaigns quickly with access to billions of impressions/day and real-time optimizations

ResultsMobile-first algorithms enable highly-targeted campaigns that deliver

AudiencesLeverage your first-party data, or target precise audiences using data from more than 20 data partners

MMDSP: Scale on demand

Page 8: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

DIY Approach

• Has (or is building) a relationship with DSP

• In-house programmatic expertise

• Wants fully-transparent buy

Getting Started with Mobile Programmatic

Managed Service

• New to programmatic• Believe in the value of RTB• Do not have the resources to

execute programmatic buys• May need strategic or

creative support

Which option is right for you?

Page 9: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

Ocean Spray Drives Awareness for New Diet Line with Engaging Mobile Creative

“Ocean Spray is one of the most iconic beverage brands in the country, and our goal was to create similar fanfare for our ‘Diet’ line.

The campaign proved successful with an incredible ad unit expansion rate of 15.65% and an average of 12.7 seconds spent within the ad which exceeded our expectations.

By reaching our core consumers on-the-go, we positively strengthened their relationship with our brand and reached them at times when they were more likely to purchase the product.”

Christina Lynch, Senior Marketing Manager, Ocean Spray

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Enterprise Rent-A-Car Captures On-the-Go Travelers with Mobile

“Knowing our customers is a top priority at Enterprise Rent-A-Car, and helps us continue to be a leader in customer service.

Beyond the ability to deliver an engaging, utility-focused campaign, we received real insights into the customers we reached.

This knowledge ensures we’re delivering to the right customer, with the right message, at the right time.”

Enterprise Rent-A-Car

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And we do it at scale.We deliver.

500MM+Monthly unique worldwide users

170MM+Monthly unique

U.S. users

49,000+More than 49k apps

8,500+More than

8.5k devices

52MM+cross-screen users alone

Page 12: Tech Talk with Millennial Media: Getting Started with Mobile Programmatic Buying

ThankYou谢谢 Merci Danke ありがとう

Julienne ThompsonVice President, Programmatic

M: 443.681.6210E: [email protected]