The document discusses best practices for mobile advertising measurement and metrics. It notes that operational expectations are often based on online practices, but those expectations do not translate well to mobile. There are challenges around specifications, fragmentation, systems alignment, and reporting metrics on mobile. It provides recommendations around using standardized ad formats, planning for multiple device sizes, testing third party tracking, and clearly defining key metrics. Communication between partners is important for success. The document also provides examples of metrics that could be reported and insights that can be gained from analyzing campaign performance data.

1. Beyond Click-Through Rates:
Measurement and Mobile
John Egan
GM, Mobile
Miniclip America
@jegania

2. The Landscape
Projected, Realistic Growth
• US Mobile Ad Spending will
grow
• The market pace is dizzying
• Brand advertisers are active,
but inconsistent in their
approach
• Online incumbents are not
dominant here
Source: emarketer, Sept. 2011

3. The Landscape
Opportunity & Challenges
• Operational expectations are grounded in
online practices
• Those expectations are flawed!
≠

4. Title
A global game publisher
that produces original,
free-to-play games

5. 65
Million
players worldwide
monthly
Source: Google Analytics, approximate monthly average

6. Online and Mobile.

7. Mobile Growth
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
-

8. Games are the dominant activity in Mobile.
US Mobile
App Consumption,
Time Spent per
Category
Source: Flurry Analytics, January 2012

9. “The Great Mobile Ad Spending Gap”
2011 US Ad Spending vs. Consumer Time Spent by Media
• Opportunity
• Challenges
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

10. Online.

11. And Mobile.

12. What Our Clients Are
Saying About
Mobile

13. Stacey – Digital Activation, Starcom
“…We know we need to be there…but
we don’t really know how to approach
it and what to do with it.”

14. Rebecca– Media Director, 4D
“…With the ad networks, I start
campaigns with a site list big, but
this
when I ask for a report at the end,
the list is this big.
…Running blind just sucks.”

15. Ryan–Operations Manager, Goodby Silverstein
“..The space is still very fragmented
and nothing has been standardized…it
makes running mobile across multiple
partners a ton of work.”

16. Why is this Challenging?
• Specifications (Not Enough)
• Fragmentation (Too Much)
• Systems Alignment (LOL)
• Reporting and Metrics (CTR?!)

17. Specifications
Creative MANY Options for Ad Serving
.PNG .MPEG4

18. Specifications
“Other” is the Market Leader
US Mobile Advertising Market Share
Google
24%
Other
44%
Apple
15%
Millenial
Media
17%
Source: Excerpt – IDC Report: “U.S. Mobile Online Advertising Sizing and Vendor Market Shares”

19. Specifications
Predicting Functionality for “Other” is….Tricky
Creative Ad Server
.PNG .MPEG4

20. Specifications
Creative What Developers HATE
• Multiple Ad
Serving SDKs
• Destabilizes App
• Bloats App
.PNG .MPEG4
• Updates!

21. Specifications - Solution
Creative MRAID Compliant Ad Server
Container
Allows rich media ads
to display in apps
.PNG .MPEG4
Controller
Serves a bridge that
can integrate HTML
based ads

22. Fragmentation

23. Fragmentation - Solution
Plan on three sizes for Fullscreen ad units
480x320 320x480 300x250
“Portrait” “Landscape” “Flex”

24. Systems Alignment
Creative Ad Server 3rd Party Tracking
.PNG .MPEG4

25. Systems Alignment
---- Original Message ----
From: xxxxxxxxxxxxxxxxxxxxxxxx
Date: April 9, 2012 4:23 PM
Subject: Mobile Ad Serving / Tomorrow’s Launch
To: xxxxxxxxxxxxxxxxxxxxx
Hello,
Just wanted to reach out and make sure that you are all aware that
Vindico will also be required for the mobile ad tracking for
xxxxxxxxxxxxx as well.
Thanks!

26. Systems Alignment - Solutions
• Test in Advance
• Check for <10% Discrepancies
• Communicate!
0.4% Discrepancy
(iOS only)
.PNG .MPEG4

27. Critical Works
What Path for Us
• 3rd Party Variance / Miniclip Numbers = %
• Negative Indicates 3rd Party Numbers were lower
3rd Party Impression Tracking - iOS
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 1.08% 1.69% 6.22% -2.43%
Celtra Rich
Media -0.42% Testing Testing Testing
3rd Party Click Tracking - iOS
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 2.62% 4.82% N/A -12.43%
Celtra Rich
Media 28.89% Testing Testing Testing

28. Ongoing: Discrepancies
• Unique Challenges in this Medium - especially for Clicks
• Advise Using 3rd Party and Publisher Reporting
• Communicate!
Potential Discrepancy
Causes
 Connection Loss
 Latency
 File Size
 Cachebuster
 Browser / Device

29. Critical Works
What Path for Us
• 3rd Party Variance / Miniclip Numbers = %
• Negative Indicates 3rd Party Numbers were lower
3rd Party Impression Tracking - Android
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 1.08% 4.22% 7.62% -0.13%
Celtra Rich
Media N/A N/A N/A N/A
3rd Party Click Tracking - Android
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 2.62% 6.25% N/A -38.71%
Celtra Rich
Media N/A N/A N/A N/A

30. Ongoing: “Rich Media Gap”
• Updates Required
• Confirmation Required
96 Apps…
 Ad Server SDK
Requires Updates
 Schedule Varies
by App and by
Developer

31. Programs

32. Measurement
• Yes. Direct Sold Campaigns Outperform Networks on Our Apps
• Clicks? Is this 2004?
20.00%
18.00%
17.58%
16.00%
14.00%
12.00%
10.00% Network
8.77%
8.00% Direct
6.00%
4.00%
1.86% 2.20%
2.00%
0.00%
Banner Interstitial

33. Mobile Does Drive Brand Lift…
% of Respondents to Correctly Recall Brand Advertiser
Interstitial Only 12.14%
Banner + Interstitial 13.93%
Banner + Interstitial + Video 18.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Source: User Survey

34. …But CTR is NOT Brand Lift
20.49%
Interstitial Only
12.14%
11.07%
Banner + Interstitial
13.93%
8.92%
Banner + Interstitial + Video
18.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Source: User Survey, Ad Server Performance Metrics

35. Reporting
Example Metrics
Example Report: Expandable Video Interstitial
• Impressions
• Clicks
• Video Starts
• Video Completions
Impressions and Expansions
• Gameplays
• Replays
• Custom Actions
Expansions from Banner to Fullscreen
Video Starts

36. Mobile Engagement Funnel
• Impressions
EXPOSURE • Share Of Voice
• Captured by Ad Server
• Interaction / Clicks
PARTICIPATION • Views / Plays / Installs / Downloads
• Captured by Ad Server & Rich Media
• Finishes
COMPLETION • Completed Video Views
• Captured by Rich Media
• Likes
ADVOCACY • Follows
• Shares
• Captured by Rich Media
ACTION Time

37. Insights from Programs
Compare Performance by:
• Platform
• Device
• Game Genre
• Creative
• Trailer
Example Outcomes
• Metric: Expand Rate
Sports Games outperform Puzzle by 2x
• Metric: Complete Landing Page Action
YouTube outperforms Twitter by 4x

38. Ongoing: Post-Campaign Effectiveness
Did You See the "Puss in Boots" Movie? Yes!
Not Yet
Nope
26% 26%
48%

39. Best Practices (1 of 2)
WIN FAIL
“One Digital Budget” Mobile Budget, Online Budget,
Mobile + Online + Social Social Budget, Test Budget…
Respect Audience Behavior Repurposed TV Creative
1:45 average session length = Interruptive & Interminable
:15 Video. MAX.
ADD. AD.
New Games, New Content, “Click Me!”, “Install Me!”,
Relevance & Familiarity Everywhere & Nowhere

40. Best Practices (2 of 2)
 Plan for Fragmentation – build multiple creative sizes
 Ask if the ad server and creative are MRAID compliant
 Talk about prior experiences with 3rd party tracking
 Has that exact combination been tested before?
 Define the metrics that matter
 Communicate!

41. Thank you & next steps…
John Egan
GM, Mobile
Miniclip America
@jegania
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