This document discusses mobile advertising and programmatic buying. It begins with an overview of mobile advertising and the problems it faces, such as lack of audience measurement and device complications. It then discusses how programmatic buying works using real-time bidding to target audiences. The document introduces Ad2Campaign, a marketing platform that allows brands to automate mobile advertising buying via programmatic techniques. It provides case studies demonstrating cost reductions and high engagement for mobile campaigns run through the Ad2Campaign platform.

2. Madan Sanglikar
Cofounder & MD
@maddyisms
@ad2campaign

3. In the next 15 minutes ….
1. Background: Mobile Advertising – current Status
2. The Problem: Why is Mobile Advertising not getting
enough support?
3. The Solution: What roles are platforms playing?
4. Happy Ending: How can brands tackle this
situation?

4. MOBILE ADVERTISING:
CURRENT STATUS

5. Mobile Penetration in SE Asia

6. Smartphone & Tablet Users

7. PLUS ALL THE WONDERFUL
ADVERTISING THAT YOU CAN
DO ON MOBILE ….

8. WHY MOBILE ADVERTISING
GETS LESS THAN 1%
ATTENTION?

9. 1. No Audience Measurement

10. 2. Device Complications

11. 3. Complex Sales Ecosystem

12. 4. Technologically Imbalanced
Industry
is
building
exper1se
in
Programma1c
Buying
Brands
s1ll
experts
In
Reserva1on
Buying

13. HOW DOES PROGRAMMATIC
BUYING WORK?
This is where the Machines
come into the picture …

14. Lets Take inspiration from Sports
& Online Stock Trading

15. Basics of RTB
Effec%ve
Ads
Effec%ve
Pricing
Real
Time
Deals

16. SIMPLE
So how can Brands take advantage of this?

17. et your own Machine to deal with these machine

18. Set up a Marketing Platform (DSP)
Ac%onable
Learning
RTB
Na1ve
Ads
Track
Billions
of
Data
Points

19. INTRODUCING AD2CAMPAIGN

20. Ad2campaign for Marketers
DSP/
RTB
Rich
Media
Suite
Track
&
Measure

21. Procurement
• Automated buying via RTB
• Audience Targeting & Re-Targeting on Mobile
Delivery
• Single source serving across multiple networks &
publishers - Banner Ads & Rich Media Ads in 20+
formats
Attribution
• App Installs, In App & On Site Events, Activations,
Leads, Costs & Revenues
• By source, device, OS, screen, operator,
geography etc.
CRM & Analytics
• Campaign Analytics
• In App Analytics
• Segmentation Based Push Notifications*

22. Delivered on the Cloud
Robust & Scalable
• AWS Implementation
Online Real Time Analytics
• By Hour, By Day, By Week, By
Defined Time Period
Both sides of the Funnel
• Not just Cost but Revenue too

23. Metrics by..
Source
OS ScreenDevice
Operator Geography*Creative
*In
progress
And more..

24. ACTIONABLE DASHBOARD

31. CASE STUDIES

32. Yahoo! Cricket
Pla>orms:
Android
Installs
:
more
than
10X
per
day
Promo1on
Strategy:
Paid
CPD
Range:
<
$0.50;
Over
56%
cost
reduc1on

33. Ad-­‐Networks
Content
Partner
5,000+
daily
ac%va%ons
of
Aircel
users
Only
Content
Type
–
Subscrip%on
&
Event:
Music,
Games,
Video
&
Wallpaper,
CRBT
Subscrip%on
packs:
USD
0.05
-­‐
2
CPA:
USD
0.12
-­‐
0.20
Pack
ROI
>
200%
All
subscrip%on
on
Double/Triple
OPT-­‐IN
Aircel
Single
Interface
to
monitor
costs
&
Revenue
Real
%me
performance
op%miza%on

34. Competitive advantages
Made for
Mobile
Single
interface for
App AND
Mobile Web
tracking
Actionable
Analytics:
Measure &
Procure
Local
presence for
custom
support

35. THANK YOU
Any questions?