mobile media buying by matt sauls, sitescout

SiteScout:Mobile Media Buying

Matt SaulsDirector of Business DevelopmentSiteScout

Agenda• Mobile Trends• SiteScout Mobile (New!)• Campaign Planning• Campaign Targeting• SiteScout Mobile App

Mobile Trends

Mobile Trends• Mobile inventory is growing

exponentially• High fragmentation of vendors• Supply is far greater than demand• Hence lower CPMs (average = $0.75)

Mobile Device Sales Overtaking PC

Mobile Device Sales Will Kill PC Sales

Mobile Traffic Growing Steadily

Majority of Mobile Inventory In Apps

Games and Social Account for 50%

Mobile Drives e-Commerce Sales

Mobile Payments Rising Significantly

Mobile Ad Sales at $1.25 Billion

Search and Display Account for 90%

Mobile CPMs Are Much Lower

SiteScout Mobile

SiteScout Mobile• Announcing our new mobile capabilities• Mobile site statistics (Site list filter)• Mobile targeting (carrier, device, OS)• Integration with 4 new mobile exchanges• MoPub• Nexage• TapIt• Smaato (coming soon)

Mobile Campaign Planning

Planning• Mobile app vs. Mobile web• Dimensions (mobile IAB vs. standard IAB)

• Run of network vs. Choosing sites

65,000 Mobile Sources as of Yesterday

Mobile Ad Dimensions

Mobile Web Dimensions:

Mobile App Dimensions:

Mobile CampaignTracking

Post-back Conversion Tracking

1) Send post-back ID in the click link: http://myclicklink.com?pbid={postBackId}

2) User completes desired action (conversion).

3) Hit the pixel URL with attached ID: http://clickserv.sitescout.com/conv/035c28305e169cd2?pb={postBackId}

Device ID Tracking• Destination URL macros:• {dpid} = SHA1 hashed platform-specific ID (e.g.,

Android ID or UDID for iOS).• {did} = SHA1 hashed device ID; IMEI when

available, else MEID or ESN.• {uid} = This value represents either one of {dpid}

or {uid} in that order of priority.

Mobile Campaign Targeting

Targeting• Device Targeting• Carrier Targeting• Lat/Long Targeting (coming soon):

Requires “Share my Location”

Device Targeting

Carrier Targeting

SiteScout Mobile App (coming soon)

Thank you

Matt SaulsDirector of Business DevelopmentSiteScout Inc.matts@sitescout.com416-520-9310www.sitescout.com