mdmp whitepaper - addictive mobility

Confidentiality & Proprietary Notice By viewing the following, you are in acceptance that no part of this proposal may be reproduced in any form or by any means, electronic or mechanical, including photocopying and recording, for any purpose without the express written consent of Addictive Tech Corp, In adaptation, due to the proprietary nature of Addictive Tech Corp and other information enclosed herein, this proposal may not be shown to any third party without the prior written consent of Addictive Tech Corp

mDMP | BUILDING BUSINESS THROUGH AUDIENCES

WWW.ADDICTIVEMOBILITY.COM 2

• Mobile app industry has learned the lessons from the wild west days of online marketing !

• Failing to properly know an audience marks a return to the “spray-and-pray” approach !

• Big Data has become ubiquitous with advertising, promising the ability to react to billions of data points in real time !

• To date, audience profilers have achieved great success online, but segmenting Mobile App audiences has not been as effective !

• Capturing app data is not new, but how that data is segmented and used to target app users definitely is

WHY USE A mDMP?

mDMP?

Big data

Why?

Targeting


• Website users do not behave the same as a mobile audience, and online audience aggregators still use probability models to project audience demographics and behaviour !

• Cookie tracking on mobile web is extremely limited !• Verified audience tracking is still performed using population samples !• For most popular apps there is no website equivalent, therefore no way to

infer audience breakdown !• Allowing the same ads on a website as a mobile app causes users to

perceive that the brand is unaware of their customer !• The most efficient way to market in-app is to identify the right user

through audience segmentation

IN-APP VS MOBILE WEB AUDIENCES


DELIVER THE RIGHT MESSAGE AT THE RIGHT TIME TO THE RIGHT AUDIENCE

• No one wants to waste their media budget on eyeballs that will never convert !• Marketers aspire to reach a 1:1 relationship with the customer, meaning the right

ad and context delivered at the right time !• It’s critical to understand not just who your audience is, but what they like and with

mobile audiences… where they are throughout the day and when they interact with your brand!


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Addictive Mobility captures 5TB of data daily, with over 100MM unique user profiles

Anonymous device data is stored and analyzed to provide engagement behavior and demographic profiling, as well as geographic and time-based metrics

AGE

50%

GENDER

37%

CREATIVE SIZES

300x50 Mobile

320x50 Mobile

780x90 Tablet0

5

11

16

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True audience building must be done with accurate 1:1 data, then aggregated and sliced to create the profile of the most likely to convert

BIG DATA IS THE SOLUTION TO FINDING THE RIGHT AUDIENCE

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• Only 17% of first party app data contains gender

• However, the majority of apps have unique gender distributions

• Employing a complex algorithm to cleanse the data set, 70-80% consistent accuracy can be achieved

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GENDER TARGETING


AGE TARGETING

• Apps do show distinct age groupings

• Similar to Gender targeting, age is difficult to tie to any device that is shared

• Based on the pattern of app usage combined with first-party data, accuracy increases from 5% to 45%


GEOGRAPHICAL TARGETING

• Geographic targeting can be achieved in four ways: IP address, cell tower triangulation, beacons, and GPS

• First-party data for geo achieves 45% accuracy, but with GPS data accuracy improves to nearly 100%

• GPS as most scalable, is also the least intrusive by allowing users to opt out for privacy, though most frequent app functionality requires that GPS be turned on

• Geo fencing and Geo Re-Targeting are enabled using GPS

- Geo fencing draws a radius from a specific point and targets all users within that area, e.g. Serve ads only within a metro area or conference event

- Geo Re-Targeting captures the device IDs that entered a fence within a given time period and serves appropriate ads, e.g. Continue the conversation once users have left the event


• Online behaviour can usually only identify the site before and immediately after a user interacts

• By using the device IDs to identify which ads were served to the same device on different apps, a profile can be built

• By grouping IAB categories in 26 main interests, apps can be bucketed to reveal a pattern of usage

• Segmenting the data allows users to be grouped within those patterns, resulting in a precise audience model

• Profiles are built around app usage, time spent on apps, day parts with high activity, and engagement with advertising

BEHAVIOURAL TARGETING


INTERESTLOCATIONENGAGEMENTTIME

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• Leveraging mDMP data allows advertisers to extend their reach beyond their app without changes in code

• Re-engage users who download and open an app once by marketing on the other apps they use regularly

• Customize messaging to drive the Next Best Action, e.g. market a printer to a user who recently purchased a laptop

• Requires a collaborative relationship between CRM with app re-targeting, without sharing personal identifiable information

IN-APP RETARGETING

+

TIME

LOCATION

ENGAGEMENT DEMOGRAPHIC


APPENDIX


GLOSSARY OF MOBILE APP TERMINOLOGY

UDID - Unique Device Identifier - The 40 character value that is attached to every mobile device

GPS - Global Positioning System - Satellite-based navigation used to pinpoint a user's device

mDMP - Mobile Data Management Platform - Segments customer data to allow more focused strategy

DSP - Demand Side Platform - Allows media buyers to manage ad inventory in one place

SDK - Software Development Kit - A line of code within an app that allows ads to serve

Predictive Modeling - Leverages statistics to predict an outcome; also known as Machine Learning

Probabilistic Modeling - Considers the randomness of phenomena and determines the likelihood of recurrence

Deterministic Modeling - Provides a result based on the cause and effect of specific actions


CONTACT US [email protected] http://addictivemobility.com/

TORONTO !72 Fraser Avenue, Suite 201 (Liberty Village), Toronto, ON M6K 3J7 !T(+1) 416 535 0706 F(+1) 416 535 0709

VANCOUVER !1199 West Hastings Street, Suite 800 Vancouver, BC, V6E 3T5 !T(+1) 604 629 8987

UK !48 Charlotte Street, London W1T 2NS UK !!T (+0) 20 3701 0370 M (+0) 20 3701 0372

DUBAI !1406, JBC3, Cluster Y Jumeriah Lake Towers, Dubai, UAE !T (+971) 4 454 2608

@addictivelabs

OUR CONTACT INFO

mailto:[email protected]

http://addictivemobility.com/

https://www.linkedin.com/company/addictive-mobility




mdmp whitepaper - addictive mobility

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