This document discusses best practices for automating mobile success for the 2014 holiday season. It notes that mobile usage, especially on smartphones and tablets, has greatly increased and now accounts for over half of retail time spent digitally. The document provides tips for marketers transitioning to programmatic mobile advertising, such as leveraging learnings from past mobile campaigns, taking a mobile-first approach in targeting and creative design, understanding different programmatic buying options, and aligning brands with target audiences' interests. It also emphasizes rethinking mobile marketing by focusing on unique targeting and functionality, offline attribution, and being multi-screen conscious.

1. Automating Mobile Success
for the 2014 Holiday v
Season
MediaMath and Millennial Media Talk Programmatic Best Practices
October 9th, 2014

2. The Holidays Are Around The Corner

3. Going mobile … it’s about time
16%
84%
17%
39%
44%
Source: comScore Media Metrix Multi-Platform, October 2014
100%
80%
60%
40%
20%
0%
2010 2014
Desktop Smartphone Tablet
The amount of time
consumers spend on
mobile retail sites using
their smartphones or
tablets has grown, now
accounting for more than
half of the total retail
time spent on digital
properties (56%).

4. Higher income demographics tend to
use tablets
12%
20%
20%
16%
32%
0% 10% 20% 30% 40%
$100K+
$75K-<$100K
$50K-<$75K
$25K-<$50K
<$25K
Retail Connected Device Mix
Ranked by Impressions
Source: Millennial Media, Q1 2013 and comScore MobiLens and TabLens, October 2014

5. Mobile influences shopping behaviors
Source: comScore MobiLens , October 2014
In-Store Mobile Behavior
By Gender
0% 10% 20% 30% 40% 50% 60% 70%
Took picture of a product
Texted or called friends/family about a product
Sent picture of product to family/friends
Scanned a product barcode
Researched product features
Purchased goods/services (online)
Found store location
Found coupons or deals
Compared product prices
Checked product availability
Female Male

6. People check
their phone 150
times per day -
On average, every
6.5
Minutes

7. Adults would rather
give up caffeine than
their phone
55%

8. 2.7
Hours/day
Amount of time
Americans spend
socializing on
mobile devices

9. It’s the most wonderful time of the year

10. Retail ad spending increases as the
shopping season gets into full swing
Source: Millennial Media

11. During Thanksgiving, retail ad views were
100% greater than quarterly average
Source: Millennial Media

12. CTRs on the
Millennial Media
platform
increased 48%
from Thanksgiving
shopping week
2012 to 2013.
Source: Millennial Media

13. Retail advertisers
ran 250% more
video ads during
November 2013
than in 2012.
Source: Millennial Media

14. So how do you transition to mobile,
programmatically?

15. Leverage learnings
Based on prior:
 Mobile campaigns
 App/sites lists
 Devices
 Online campaigns
 Day-parting (online and mobile are different)
 Content/channel
 Programmatic experience
 Ease of setup
 Optimization tactics
 Supply type
 Carrier
 Location
 Mobile “gotchas”
 Troubleshooting
 Budget relative to
supply / forecast

16. Take a Mobile
1st Approach
Many targetable
data points are
uniquely mobile
 Ad Size
 Ad Type
 App ID
 App Store URL
 AppNexus ID
 Carrier
 Connection Type
 Country
 Device ID
 Device OS
 Lat/Long
 Package ID
 Pub ID
 Site ID
 User Agent
 User IP
 URL

17. Design creatives with mobile
devices in mind
Targeting (Device) Running (Ad Format) Running (Ad Size)
Smartphones Banner 320x50, 300x50, 300x250
Large Smartphones Banner 480x75, 480x60
Small Tablets Banner 480x75, 480x60, 300x250
Large Tablets Banner 728x90
Smartphones Interstitial 480x320, 320x480
Tablets Interstitial 1024x768, 768x1024

18. Understanding
programmatic
buying options
Including when to consider:
 Run of Exchange (ROE)
 2nd price auction with
competition
 Private marketplace
 1:1 / 1:few buyer to
developer connection
 Executed via Deals
 Deal Discovery

19. Target inventory from exclusive
publishers in a private marketplace

20. Align your brand with the interests of
your target market
Target inventory in one an
MMX special interest
private marketplace

21. The Multi-Device World

22. A Digital Discrepancy
Share of Average Time Spent Per Day by US Adults vs. US Ad Spend Share, 2014
37%
Mobile (nonvoice)
Desktop/Laptop
41%
24%
19%
23%
Ad Spend Time spent
TV
11%
Source: eMarketer

23. A Digital Discrepancy (cont’d)
Direct mail coupons
TV ads
Ad Experience
Measurement

24. A Digital Discrepancy (cont’d)
Ad Experience
Measurement
Mobile (perception)

25. A Digital Discrepancy (cont’d)
Mobile (reality)
Ad Experience
Measurement
Mobile (perception)

26. The Mobile Ad Experience – Perception

27. The Mobile Ad Experience - Reality
Desktop ad occupies 6% of screen
Mobile ad occupies
32% of screen

28. The Mobile Ad Experience - Reality

29. Mobile – Performance Across Devices
Advertiser 1 – Apparel
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x 0.07x 0.35x

30. Mobile – Performance Across Devices
Advertiser 1 – Apparel
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x 0.07x 0.35x
Advertiser 2 – Telecom
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x 2.22x 0.26x

31. Mobile – Performance Across Devices
Advertiser 1 – Apparel
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x 0.07x 0.35x
Advertiser 2 – Telecom
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x 2.22x 0.26x
Advertiser 3 – Department Store
Desktop Smartphone Tablet
Indexed Response Rate per
1K imps
1.00x na 0.79x

32. It’s Time To Rethink Mobile
New KPIs
Unique
Targeting
Relevant
Creative

33. Rethink Mobile: KPIs
[ ] Offline Attribution
[ ] Leverage unique functionality
[ ] Connect Ad Strategy to App Strategy

34. Rethink Mobile: Targeting & Creatives
[ ] Supercharge Email Campaigns
[ ] Get Creative with your Creative
[ ] Be Multi-Screen Conscious

35. Rethink Mobile – Social Media
Share of Time Spent Online, Mobile vs. Desktop
Instagram
98% 2%
Twitter
90% 10%
Facebook
68% 32%
All Online Browsing
49% 51%
Mobile Desktop
Source: eMarketer

36. Marketing OS