African Cristal Festival - Christophe Collet, S4M
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African Cristal Festival - Christophe Collet, S4M
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African Cristal Festival - Christophe Collet, S4M
- 1. PARIS - NEW YORK - LONDON - SÃO PAULO - SINGAPORE HOW TO GET THE BEST FROM YOUR MOBILE AD-STRATEGY AND AVOID PITFALLS WHILE PROTECTING YOUR BRAND? African Cristal Festival – oct 3rd
- 2. The Mobile of Everything in numbers…. Frenetic usages $72B worldwide revenues in 2015 E-marketer: includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging $ 31 B NORTH AMERICA $ 25 B ASIA PACIFIC 113 min 66 min 146 min 149 min $ 14 B EUROPE $ 2 B LATAM Mobile 1st $ 0.35 B MEA
- 3. In 2016 mobile ad spend will exceed $100 billion USD globally E-marketer, April 2015 Digital ad spend Mobile Desktop
- 4. Confidential – Reproduction prohibited without prior authorization 4 “Today, Mobile is about purchasing, not just about researching and gaming”
- 5. PROBLEM “MOST MARKETERS ARE MAKING DECISIONS BY ASSUMING THAT MOBILE IS DESKTOP LIKE. THEY WILL BE EITHER LUCKY OR WRONG” 5
- 6. MARKETERS NEED A COMPLETE CONTROL Creative DMP to organize 1st & 3rd party data and optimize algorithms AdServing Intelligent bidding platform Tracking Analytics Ad verification & Anti bot Viewability & engagement
- 7. Juggles with audiences plays retargeting scenarios and crafts dynamic messages Mobile trader 30% Optimization ROI Campaign TO ENTER THE VIRTUOUS CIRCLE OF PERFORMANCE building predictive algorithms as a crucial marketing asset.
- 8. AWFULLY COMPLEX Mobile media is casting a shadow over its technical maturity.
- 9. Time has come to OPEN the black box, share TRANSPARENCY, and build TRUST.
- 10. Campaign AdVerification allows you to control • Delivery • Location • Targeting
- 11. BRAND SAFETY VIEWABILITY TARGETING Ads need to be seen by HUMANS! In relevant ENVIRONMENTS By the right AUDIENCE
- 12. DATA IS NOT JUST ABOUT RELIABILITY IN DELIVERING ADS… It is also about user experience efficiency NATIVE EXPERIENCE DATA TELLS A STORY TARGETINGTRACKING
- 13. 84.6% 38.6% 45.5% 82.6% 85.1% 61.2% 22.6% 5.0% 38.6% 17.6% 14.5% 12.4% 10.8% 2.4% 0.1% 0% 20% 40% 60% 80% 100% - 3,000,000 6,000,000 9,000,000 12,000,000 Request 100% Display Stay from 1 - 2 sec Stay from 2 - 3 sec Stay from 3 - 4 sec Stay from 4 - 5 sec View whole advertising (6 sec) Final click Arrive %ofdisplay Nbofdisplay Renault Kadjar Branding HTML5 (Global) – Behavior analysis Nb of display % according to stage before % according to initial 100% display Viewable impression TO MEASURE THE ENGAGEMENT OF MOBILE USERS FROM A TRUE IMPRESSION TO A LANDING PAGE Reluctants Involved CLICK
- 14. Cliquez pour modifier Case Study Renault KADJAR campaign (June 2015) Custom audience, format & viewability optimisation • Renault enters Cross Over segment late after key competitors (Nissan Qashqai…) • Contribute to building the “Dare to live” brand territory • Target audience: 25-49 y/o; AB+ CONTEXT APPROACH VIEWABILITY • Branding campaign through high quality formats • Audience clusters targeting and retargeting around Extreme Sports, Outdoor, Nature • Ensure full transparency on Ad Verification 11,5M requests 9,7 M impressions paid S4M Viewability Criteria 100% loaded + 1sec 9,7 M loaded 19K Savings True Impressions True Value
- 15. Viewable Impression Visit (App / Mweb) Click Pay only for High Quality KPIs 100% Loaded + 1 sec Net of bots, fraudulent clicks, fat fingers Landing page Fully Loaded + 1 sec (deeplink) Video >50% seen
Editor's Notes
- Highly popular apps and mobile sites are driving frenetic usages and audiences in billions. ` A generation media has popped up in a few years. 260M Mobile Internet users in Africa, 200M use Social Networks soon to outpace the fixed Internet ecosystem and expected to top $72B worldwide revenues in 2015 for Mobile internet ad spend Worldwide* 200B expected by 2019 LaTam / Middle East Africa still little but fast growing.3-digits ytoy growth
- accounting for more than 50% of all digital ad spend.
- 37% of e-retail transactions from Black Friday through Cyber Monday were made on smartphones and tablets People are not at all afraid to drop major money shopping on mobile devices Mobile is now a sales channel. It’s a fact. Advertisers must consider it.
- Brands are wrong by thinking that mobile is like web. When 40% of their online traffic is Mobile and less than 1% of their sale are mobile, you know something’s wrong! Cookies dont work properly on mobile, you can’t rely on them. It’s an APP World. Cookie based Technologies are outdated.
- S4M created a mobile native ad tech including: -Intelligent Building platform to manage custom audience and clusters -AdServing to control the adverification -Tracking to measure the mobile engagement on the right KPI -Analytics THAT MOBILE NATIVE FULL STACK IS RUNNING FOR MRC CERTIFICATION. The more we run a mobile campaign for an advertiser, the more we collect data to feed our Algorithms within the DMP.
- A mobile trader has all the information to optimize a mobile campaign!
- Indicators available : Countries, cities OS name, OS version Device type, brand Referrer, mobile site audience, and category (IAB) Carrier* Time slot* Connection type* Brand Safety * * Next release
- Hopefully, MRC & IAB guidelines and accredited SaaS tracking platforms may finally deliver trusted audiences, for marketers to get what they paid for. Your ad need: 1/ to be seen by humans 2/ in relevant environnements 3/ by the right audience Campaigns may run on inadequate environments *S4M viewability based on the 100% loaded ad + we are experimenting a 100% Html5 display to provide
- Data is not just about reliability in delivering ads… These « experience datasets » tied together with media performance will bolster the much anticipated mobile creative revolution NATIVE EXPERIENCE Gestures Location Compass Accelerometer Video 3D Microphone Camera Calendar, call, mail… … DATA TELLS A STORY Localization Time Weather TRACKING Viewability Experience Engagement Conversion Product availability Local price comparison CRM Coupons TARGETING & TRADING Caping First Party Retargeting
- Viewable impression = 100% loaded + 1Sec Video: we track completion rate Click: net of bots, fraudulent clicks, fat fingers… Visit = Landing page 100% loaded + 1SEc Visit vcould either on a Mweb site or on apps. Thanks to Deeplinking, search redirects automatically to a page inside the app without passing by the stores/