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Anne Frisbie
- 1. Unlocking the Power of Mobile Apps with Programmatic Advertising Anne Frisbie SVP & GM of North America
- 2. Agenda 1 2 3 4 A Look Back at In- App Marketing In-App Marketing is Not Just App Install Anymore How Success Metrics Are Evolving What The Next Decade Looks Like
- 3. A New Decade. A Look Back 10 Years. Mobile Programmatic Social
- 4. App Marketing Evolution in Early Days CPI Location Programmatic & Mobile Video
- 5. Who Runs the World? Apps. Mobile is more popular than any other screen, including TV, and the vast majority of time spent in mobile is on apps. The Connected Consumer is an App-Centric Consumer. Emerging screens like connected TV are all powered by apps. Availability of high-quality, first-party audiences Apps are central to everything we do now:
- 6. Beyond Reach, Core Media Benefits of Apps Strong People (Device/Media) Identifiers High Impact Ad Formats Location Signals A Happy Place. Consumer Love & Loyalty
- 7. How Are Brands Using Apps Now? Reach & High Impact Branding TV Extensions Upper Funnel
- 8. How Are Brands Starting to Use Apps? Prospecting Leads Mid-Funnel
- 9. How Are Lower Funnel App Marketing Tactics Evolving? Cross Device Sales & Post Install Business Metric Remarketing & Retention. U.S. advertisers will improve here! I have faith. Lower Funnel
- 10. Will Mobile Apps Break Down Silos & Serve as a Key Link? CTV + MobileOOH + Mobile Connected Home Cross Channel & The Connected Consumer
- 11. App Marketing & Offline Marketing Outcomes Footfall Drive to Store Pick Up In Store Test Drive Butts in Seats In-Store Sales Lift The Next Decade
- 12. Achieving Harmony in Programmatic Once upon a time, the buy side and the sell side were not aligned and did not trust one another. Programmatic has brought transparency. Examples: bundle IDs, device IDs, plus app-ads.txt and sellers.json initiatives from IAB Open Measurement SDK has brought 3rd Party independent MRC Accredited Measurement. Even greater harmony will be needed to deliver closed loop marketing solutions that compete versus the walled gardens.
- 13. Looking Back, Looking Ahead What defined Mobile in the last decade, and what will define it in the decade to come? 2010-2020 ● Install-First Thinking ● Gaming ● Social Media Apps ● Geo-Targeting ● Some Upper Funnel Video ● Programmatic over Ad Network models 2020-2025+ ● Offline not just Online ● App Remarketing ● Mobile Intelligence ● Closed Loop Marketing ● Need true harmony for open web programmatic to compete vs walled gardens or other closed ecosystems on business results
- 14. Unlocking the Power of Mobile Apps with Programmatic Advertising Anne Frisbie SVP & GM of North America
Notes de l'éditeur
- https://docs.google.com/document/d/119qBEqwrCpn22TuMkln033HAmaSCYhitF8rqnBFxI6Y/edit
- When we look back 10 years ago. There were three new digital pillars that were in their infancy: Mobile, Programmatic and Social. Mobile on flip phones had started earlier but the iPhone launched in 2008. Most of the first programmatic exchanges (for the desktop) started around 2008 as well. Facebook ads launched in 2007 2010. All three of these very big areas of digital media were in their absolute infancy. Mobile ads in 2010 were predominantly app download ads for games but also for a few of the new app first companies that launched just before 2010 including Groupon and later Uber. They were parallel efforts for the most part with very little overlap between them with some exception around gaming which was fueling both social advertising and mobile advertising.
- As we discussed every new digital media channel just like search marketing or social marketing needs a way to make money from early adopters and that is wehre the app install business was born and gaming app developers were the early adopters along with app-first companies like GroupOn and Uber. Location was understood fairly early by some brands as a strategic pillar. Dunkin’ built their first mobile app in 2012. And lots of location providers as well as more recently location DSPs were started Programmatic & Video: while there had been other exchanges before including MoPub, InMobi Exchange was the first in-app exchange launched for brands and that was done based on video rather than display and that has obviously really opened up the use cases for brands
- https://docs.google.com/document/d/119qBEqwrCpn22TuMkln033HAmaSCYhitF8rqnBFxI6Y/edit