Arno Peperkoorn, managing director The Netherlands, Exponential, presented at the EMEA Mobile Marketing Forum in Istanbul on the 15th November 2012. He discussed the 3Rs of mobile advertising (Rich Media, Relevancy and ROI) but also the 3Ps (Past, Present and Promise).

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The three Rs of Mobile Advertising – Relevance, ROI and Rich Media

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Before we talk about the 3Rs...
Rich Media Relevancy ROI
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The 3Ps
Past Present Promise
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How do we know anything about this stuff?
Appsnack helps brands and their agencies build rich, engaging, app-like creative experiences
that reach audiences at scale, across mobile and tablet.
Appsnack is a division of Exponential Interactive – a global provider of
advertising intelligence and digital media solutions. Exponential
provides Appsnack the ability to leverage:
•A presence in more than 26 countries
•700+ employees worldwide
•The e-X Advertising Intelligence Platform
•Exponential’s massive proprietary database
•More than 450m unique users every month
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We’ve changed... Or at least how we consume media has
• In 2012, approximately 68 million people will access the internet from a mobile
device in the EU-5 countries
(Western Europe Mobile Ad Spending, eMarketer, February2012)
• Of 117 million in the USA who have smartphones, approximately 80% were using
them for shopping activities
(Digital Shopping, Nielson, October 2012)
• Globally, there were 181 million blogs by December 2011 compared to 36 million
in December 2006
(State of the Media, Nielsen, Q4 2011)
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We don’t have their full attention anymore
77%
49%
use another device while watching TV (Google)
while using a smartphone (Google)
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As the audience is multi-device, we need to be too
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So how are we using tablet and mobile?
Smartphones Tablets
Flurry Analytics, Sept 2012
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R1 Rich Media
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10. To make mobile truly work...
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Rich media makes an impact
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And again
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R2 Relevancy
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Relevancy: transform data into intelligence
Aggregate over with associated attributes
Segment users 2 billion daily datatopics
Contextualize based on 50,000 events
Content Location Demographics Device All of the above
The right
I am into fine person, in the
I’m a 35 years I own an
wine and in the I live in right place, at
old and married iPhone
market for a Chicago, Il the right time
with 2 children and iPad
luxury car alongside the
right content
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Relevancy: transform data into intelligence
Effective targeting requires scale
...with access to thousands of publishers acrossusers
Reach more than 450 million unique monthly mobile
and tablet
worldwide…
Content Location Demographics Device All of the above
The right person,
I am into fine in the right
I’m a 35 years I own an
wine and in the I live in place, at the
old and married iPhone and iPad
market for a Chicago, Il right time
with 2 children
luxury cars along the
right content
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R3 ROI
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ROI – so what should we measure?
To ensure campaign success and that all objectives are met, it is essential to employ back-
end analytics detailing all user engagement.
Awareness
Awareness • Reach & Frequency reports
Interest
Interest • Brand lift studies
(e.g: Vizu)
Desire
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)
Action
Action
• Conversions
(e.g: Purchase, sign up, voucher request)
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Thank You
For more information please contact:
Arno Peperkoorn ‫ ﺍ‬managing director, The Netherlands, Exponential
arno.peperkoorn@exponential.com
www.appsnack.com
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