eric garcia-fiksu
TRANSCRIPT
The Future of Mobile: Data-fueled, Programmatic and Dominant
Eric Garcia Client Account Director, EMEA
900 Clients 3.5B Downloads 3400 Apps 40 of the Top 50 Grossing Apps
Unprecedented Opportunity for Marketers
Mobile Programmatic Data
Everyone’s Attention is on Mobile Consumers now spend more time on mobile than on TV
$135 billion in revenue will be generated by mobile apps in 2018 Mobile
commands 20% of all media time – but only 4% of media budgets
Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and many others, 75% of Facebook and Twitter usage
1.5 B mobile devices expected to ship in 2014
2014 mobile app revenue: $45 B
IDC – May 2014 eMarketer/Yankee Group Various Mary Meeker, May 2014 eMarketer/Yankee Group
Mobile Data
Audience Buying in Mobile
Are you buying your audience from:
Mobile Web Mobile Apps
OR ?
The Answer Should Be Mobile Apps
! 87% of mobile usage is in mobile apps
! If you aren’t buying your audience in mobile apps, you aren’t buying (much of) your audience
Mobile Data: Bigger and Better
! 1st party mobile data = highly actionable insights
! 3rd party mobile data = huge potential for defining audiences
Example: Fiksu’s ability to capture, process, and act on data
1.7B
Mobile device profiles
5.4T
Marketing Events
3.5B
Downloads Driven
But Remember: It’s Different On Mobile
! Data is handled differently than on the desktop
! Unique challenges on mobile
! Result: Huge paradigm shift
Programmatic Once you have the data on who your audience is, how do you reach them?
The Growth of Programmatic
2011 2012 2013 2014 2015 2016 2017
$2.8B $4.5B $4.8B
$7.6B $7.5B
$12.0B
$9.8B
$16.6B
$12.4B
$21.9B
$14.8B
$27.3B
$16.9B
$32.6B
US & Worldwide Programmatic Display Ad Spending, 2011-2017
Source: MAGNA GLOBAL
Global US
What Is Programmatic Buying? Over 60% of ad agency execs feel there’s no accurate, unified definition
“Programmatic buying is using an automated process to make inventory placement
decisions, execute on those decisions, and incorporate closed-loop feedback.”
Fiksu’s Definition:
Programmatic Buying: Beyond RTB
! Significant portions of the ecosystem not available to SSPs
! More data can be layered on in non-RTB programmatic buying
! Key: Programmatic is not just RTB
Programmatic Closed Loop Feedback
Audiences Once you have data and programmatic access to inventory, what audiences can you buy in mobile?
Data Enables Audience Buying
Context
App Usage
Demographics
Real-time data
Interests
Social Networks: Deep Audience Insights
! Precise audience segmentation
! Actionable data on age, gender, marital status, interests and more!
Audiences Reached Through Retargeting
! Reach specific segments of current audience, including: - Lapsed app users
- Stuck in funnel
- Cross device
Key: Capture your first-party data!
Tying It All Together: What Fiksu Does
Superior Fiksu data Data + customer goals
define mobile audiences
Audiences bought programmatically through unparalleled
mobile ecosystem reach
Results • Best possible mobile marketing performance • Highest quality customer engagements • Deepest insights from analytics
Attribution Technology
Optimization Technology
