How the intersection of web visitors' device type and connection type can be bring additional context to mobile and display advertising.

1. Why Mobile Context Matters: Using real-time contextual data to
instantly engage consumers in a multi-screen, connected world

2. What Is Mobile Context?
IP
Intelligence
a digitalelement product
Mobile
Context
Intelligence
Device
Intelligence

3. How Much Traffic Is Mobile ?
Retail websites, UK: 26th December 2013
• Mobile reached
of traffic (up 42% on 2012)
– 29.9% Smartphone, 28% tablet
• iOS drove
of all traffic, Android
– Sales: 34.7% iOS, 9.8% Android.
Source: IBM Benchmark Reports 2013
http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/boxingday.html

4. How Much $ Is In Mobile?

5. Evolution of the Device Landscape
2002
Portable OR Capable
2012
Portable AND Capable

6. 2014, And We’re Just Getting Started…
Wearables…
Appliances…
Automotive…
Portable/ Capable, and Ubiquitous

7. Diversity at Every Level in the Stack

8. Multiple Connection Types…

9. … Provided by Many Different Carriers

10. Mobile Complexity Is Here To Stay
Device Complexity
• Screen Size
• Capabilities
• Operating Environments
Connectivity Complexity
• Wired/ Mobile / WiFi
• Carrier
• Location

11. We Engage Differently In Different Environments

12. Best Practice Example: Google.com
Desktop
iPhone
JavaScript
HTML
Images
Lumia 820
Blackberry
Curve
Page weight (kB)
0
200
400
600
800
1000
1200
1400
Source: http://prism.mobiforge.com/?url=google.com

13. The Potential Rewards
Some benefits of optimisation based on context:
Fast page loading
Minimised data
plan impact
Improved
engagement
Better network
utilisation

14. But How Do You Do That?
Data Levers At Your Disposal:
•
Device Type
•
Connection Type
−
−
−
iPhone, Android, etc
Operating Environment
Screen Size
−
−
−
Wired / Mobile / WiFi
Mobile Carrier
Location (Language, Currency)
Real-Time, Solicitation-Free, Privacy-Sensitive

15. Mobile Context Intelligence, delivered
+
Real time actionable intelligence,
right where you need it.
•
Compact footprint
•
Industry leading accuracy
•
Scalable, resilient, and fast.

16. Case Studies
1. Mobile Publisher
2. Mobile Carrier
3. Mobile Commerce

17. 1. Mobile Publisher Case Study
Targeted Offer
VS

18. 1. Mobile Publisher Case Study
Device Type
OS / Screen Size
Wired / Mobile / WiFi
Mobile Carrier
Country / Language

19. 1. Mobile Publisher Case Study
User Content
Request
REQUESTING DEVICES
+
Device Headers
IP Address
PUBLISHER WEB SERVER
Knowledge of Device
& Connection Type
Ads Targeted by:
- Device
- Screen Size
- Wired/Mobile/WiFi

20. 2. Mobile Carrier Case Study

21. 2. Mobile Carrier Case Study
User Content
Request
REQUESTING DEVICES
CARRIER WEB SERVER
Device Headers
IP Address
+
Knowledge of Device
& Connection Type
Targeted Content:
- Device Type
- Mobile Carrier

22. 3. Mobile Commerce Case Study

23. 3. Mobile Commerce Case Study
+
User Content
Request
REQUESTING DEVICES
Device Headers
IP Address
MOBILE COMMERCE
WEBSITE
Knowledge of Device
& Country Location
Targeted Offerings
- Local Currency
- Local Language
- Screen Size

24. Example Analytics Applications
Goal:
Compare the quality of service delivered by different operators
over time.
Inputs:
600
Page load time (ms)
500
Carrier A
400
1.
Device Type
2.
Connection Type and Carrier
200
3.
Connection Speed
100
300
Carrier B
Carrier C
Carrier D
May-14
Jan-14
Sep-13
May-13
Jan-13
Sep-12
May-12
Jan-12
Sep-11
May-11
Jan-11
Sep-10
May-10
Jan-10
0

25. Summary & Recommendations
• Make the first impression count
• Use real time data to your advantage
• It’s a journey, not a destination
• Get the foundations right.

26. Q&A
@DigitalElement
@dotMobiOfficial
Digital Element
dotMobi

27. How it works
Visiting browser presents IP address as part of HTTP Headers
Local lookup of IP Address via API provides Mobile Carrier if applicable.

28. Different Contexts, Interfaces, Input Methods