Sandy Shanman presentation this deck at Mobile Marketing Live on the Mobile Advertising Panel. He discusses the 3Rs of Mobile Advertising - Rich-Media, Relevancy and ROI

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

2. So who are we?
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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3. “Mobile monetisation levels …
could surpass desktop within 1-3
Years”
- Mary Meeker (Internet Trends – 5/30)
53.5m
£197m
64%
People in the UK
own a mobile
41%
device* annual ad spend on
Year on year mobile in the UK,
increase in UK ad 2012*
17.3m
spend across mobile Of users have taken
for 2012 action due to
location-based ads
people in the UK on their phone
access the internet
via their mobile
device*
*eMarketer Metrics (Western Europe Mobile & Western Europe Mobile Ad Spending)
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4. Why are we here today
• Today’s generation of media consumers are media multi-taskers
• We are getting better combining web, TV-watching with additional
activities without our attention drifting
• 9 out of 10 tablet and smartphone owners use their gadgets to enhance
their television-watching experience (New York Times, 2012)
• In Britain, 16 to 24-year-olds are particularly adept at the juggling act,
cramming nine and a half hours of media into six and a half hours of
actual time (Ofcom, 2010)
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5. Why we are here today
• Over the next 4 years, mobile’s
share of media (approximately 4%) is
calculated to increase over 250% on
average based on increased
adoption of smartphones alone
(MMA, 2012)
• User behaviour is
changing...advertisers need
to follow
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6. ...but it’s not about devices or the technology that
drives them.....
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7. It’s about how your audience uses them
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8. Different times, different devices
• Tablet peaks pre- and post- work day
• Computer, predictably, peaks during work day
• Mobile appears somewhat pervasive
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9. Mobile marketing option 1: build it yourself
” If you build it, they will come.”
• Resource
• Planning
• Development
• Distribution
• Marketing
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10. Mobile marketing option 2
• Give users what they want
• In the format they want it
• In the places they have already
chosen to be
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11. The 3Rs:
New skool
Old school
• Rich media
• Relevancy
• ROI
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12. R1 Rich Media
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13. Why are apps so popular on mobile?
1. Usability
2. Function - save time/fill time
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14. What does that mean for advertising?
1. Provide app-like experiences
2. Provide save time/fill time
functionality
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15. R2 Relevancy
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16. 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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17. 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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18. R3 ROI
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19. 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 • Reach & Frequency reports
Interest • Brand lift studies
(e.g: Vizu)
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)
Action
• Conversions
(e.g: Purchase, sign up, voucher request)
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20. The 3R’s in action...
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21. Thank You
For more information please contact:
Sandy Shanman ‫ ﺍ‬General Manager, Mobile
Sandy.shanman@appsnack.com
www.appsnack.com
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