MOBILE ADVERTISING INTRODUCTION Arlen Coupland Zielona Gra JUG

MOBILE ADVERTISING - INTRODUCTION Arlen Coupland Zielona Góra JUG

WHO AM I? • I’ve worked for Open. X for 9+ years, since its conception in London • In 2007 I moved to Wrocław with my Wife and Daughter • In 2012 I opened an office in Zielona Góra for Open. X • We currently have 10 employees in ZG • Have worked with e. Bay, Samsung, King. com, New York Times, and Walmart in their advertising solutions.

OPENX OVERVIEW Open. X is a global leader in digital and mobile advertising technology. Experienced team Top clients Leading investors Accolades • 5 Trillion total ad transactions • 300+ employees • 300+ Billion monthly ad transactions • $75 M+ funding to date • 15+ Billion daily bids (buyers) • • $150 M+ revenue Offices: Los Angeles (HQ), NY, SF, London, Munich and Tokyo • #7 Forbes’ Most Promising Companies

WHO ARE YOU? • Freelancer: One-person shop No time for managing ads. Very few direct-sold ads. You just want a solution that delivers ads as best as it can. • Mid-tier: Tech-only company looking to monetize. You don’t have a direct sales team, but you do have a budget for solutions and to pay for mediation and optimization. • High-tier: Tech company with sales team You have direct relationships with advertisers and wish to manage your advertising and possibly pay for optimization

BASICS OF ADVERTISING • Adservers Technology without Content. You have control to manage advertisements and inventory. • Networks / Exchanges: You sign up and they provide advertising to you. Networks are typically 100% Sell-Through while Exchanges are limited by a floor price and content guidelines • SSP: Supply Side Platforms Provides adserver functionality combined with a set of networks trafficked and optimized by the vendor. Allows you to direct book ads while having the back-fill optimized across partners

BASICS OF ADVERTISING • Terminology Publisher – Supply – The site/app that wishes to receive ads Advertiser – Demand – The advertiser that wishes to provide ads • Billing Adservers: Often billed a small amount per-request. Alternatively, can be a flat monthly rate or a % of revenue. Networks: Typically they charge the advertiser, not the publisher. • Payment: CPM = Cost per Mille ($1 CPM = you receive $1 for showing 1000 ads) e. CPM = effective CPM. Converts all different payment types into 1 rate. CPC = Cost per Click CPI / CPA = Cost per Install / Cost per Action

MOBILE ADVERTISING • Nobody knows anything • It is still new. The history is not as long as it may seem. In 2009, 15% of mobile users were on smart phones. SMS and WAP advertisement was still a focus. • It’s a great place for DISRUPTION – it is not too late • Two types of mobile: Mobile Web and Mobile App. Mobile Web has largely merged with Desktop in terms of technology • Tablet vs Phone: Screen size consideration • Content types: Games, interaction-driven apps, content-driven apps

MOBILE ADVERTISING • Ad Formats: Display Overlay, full-page, footer

MOBILE ADVERTISING • Ad Formats: Video – pre/mid/post roll, overlay

MOBILE ADVERTISING • Ad Formats: Native – integrate with your content

WHY MOBILE AND WHY NOW

MOBILE CONSUMPTION: GAMES AND SOCIAL

GAMES SESSIONS UP 20 -X IN 2 YEARS 100 of top 150 Apps are games

THE MOBILE AD EXCHANGE ECOSYSTEM Ad. Servers Video Networks Doubleclick Admob (Google) Celtra (Google) Open. X Kargo Open. X Rev. Mob (CPI) Zumobi Media. Mind Mopub Choose the partner you want based on: • Ad Format • Demand Requirement: Country, Price, Fillrate, Direct booking • SDK Support

SDK INTEGRATION • Network may require direct SDK integration • If you integrate with an Ad. Server or SSP, this can supply ads from multiple networks with only 1 integration • Configure event listeners • Display different ads based on screen orientation • Unity 3 D integration • MRAID compatibility • Ad Safety – report bad ads, prevent hijacking

SDK INTEGRATION – XML LAYOUT <? xml version="1. 0" encoding="utf-8"? > <Relative. Layout xmlns: android="http: //schemas. android. com/apk/res/android" android: layout_width="match_parent" android: layout_height="match_parent"> <com. openx. view. Ad. Banner android: id="@+id/ad. Banner" android: layout_width="match_parent" android: layout_height="wrap_content" android: layout_align. Parent. Top="true" android: layout_center. Horizontal="true" autorefreshinterval="milliseconds" domain="example. domain. com" ad. Unit. ID="your_ad_unit_ID" auto. Start. Loading="true"/> </Relative. Layout>

SDK INTEGRATION – IN-CODE // This creates the banner ad with the parameters needed Ad. Banner banner = "12345"); new Ad. Banner(context, "example. domain. com", // Set a refresh rate banner. set. Ad. Change. Interval(15000); //This adds the banner to a parent view add. View(banner); //Set auto-load to false if you do not want the ad banner to load automatically. The default is true. ad. Banner. set. Auto. Start. Loading(false);

SDK INTEGRATION – IN-CODE OPTIONS OXAd. Request ad. Request = new OXAd. Request(); Ad. Call. Parameters params = new Ad. Call. Parameters(); params. set. User. Age(30); params. set. Dma("803"); params. set. User. Gender(OXMGender. MALE); params. set. User. Marital. Status(OXMMarital. Status. SINGLE); params. set. App. Store. Market. Url("https: //play. google. com/store/apps/d etails? id=com. example. myapp"); ad. Request. set. Ad. Call. Params(params); ad. Banner. set. Fade. Duration(500); ad. Banner. load(ad. Request);

SDK INTEGRATION – EVENT LISTENERS Ad. Events. Listener listener = new Ad. Events. Listener(){ @Override public void on. Ad. Failed. To. Load(Ad. Error error) { // TODO Auto-generated method stub } @Override public void on. Ad. Did. Load() { // TODO Auto-generated method stub } @Override public void on. Ad. Closed() { // TODO Auto-generated method stub } @Override public void on. Ad. Clicked() { // TODO Auto-generated method stub } }; banner. set. Ad. Events. Listener(listener);

HOW APP DEVELOPERS MAKE MONEY • In-App Purchase • Offer Wall • Subscription • Advertising • Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android • 60% of smartphone users prefer free apps. 87% of Facebook users. • 60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level Source: Harris interactive, Aug 2012

HOW APP DEVELOPERS MAKE MONEY • Users don’t like to pay for apps • Users don’t like intrusive ads • Users want to support developers and are fine with well placed ads

TYPICAL PAYMENT RATES • Typical earnings are around $1 e. CPM, but its possible to earn much more or much less • Ad. Mob, In. Mobi - $1. 00 e. CPM, large inventory • Leadbolt - $3. 5 e. CPM, medium inventory • Madvertise - $6. 00 e. CPM, small inventory • Rev. Mob - $6. 50 e. CPM, interstitial ads only, small inventory

INCREASE YOUR RATES • Have multiple networks and chain through them • Have well placed ads with high rates for performing actions (CPI) at times when users find it acceptable to do so • Have data on your users – Integration: Facebook, Linked. In – Advertisers target based on user data. Females, 25 -34 = $12. 92 e. CPM Males, 35 -54 = $3. 52 e. CPM – Content type is also used for targeting. Weather = $1. 24 e. CPM Games = $0. 51 e. CPM – Tablet owners are more receptive to ads

USAGE STYLE: TABLET VS PHONE

PEOPLE USE MOBILE FOR COMMERCE • Researching products while mobile • Checking prices and availability • Checking store locations • Taking pictures of products and sending to friends

DISRUPT THE MARKET • Top needs of Mobile: – Ad Quality and Ad Reporting – More direct ad integration: Native, Action-based ads, ad timing – User Data integration – Network partner chains – Take lessons from the US, use them in PL + EU

RESOURCES IAB – Internet Advertising Bureau IAB Polska – iab. org. pl Mobile Online w Polsce pdf bit. ly/1 zd. Dus 3

WE ARE HIRING arlen@openx. com | 513 211 806 Work with large, name-brand clients. Compete directly with Google. International, supportive team. Opportunity to travel, but it isn’t required. ZG Office: Foosball, Ping Pong, Lunches, relaxed atmosphere Two positions immediately available: - Implementation Engineer - NOC Engineer Future: QA, Python + JAVA Developers, Front end Developers,