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Claire Kemerling Mikolayczyk Ad Exchange Sales Consultant ckemerling@google.com

The  Ad  Exchange  Mobile  Opportunity  

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Market  Opportuni9es  &  Trends    

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6%

14%

42%

26%

12%

23%

10%

43%

22%

3% 0%  

10%  

20%  

30%  

40%  

50%  

Print! Radio! TV! Internet! Mobile!

Time spent! Ad spend!

Users are spending more time on Mobile but Advertising spend is not keeping pace

% o

f Tot

al m

edia

con

sum

ptio

n tim

e or

adv

ertis

ing

spen

ding!

Note: *Internet (excl. mobile) advertising reached $37B in USA in 2012 per IAB, Mobile advertising reached 4B per emarketer. Print includes newspaper and magazine. $20B opportunity calculated assuming Internet and Mobile ad spend share equal their respective time spent share. Source: Time spent and ad spend share data eMarketer, 12/12, KPCB Internet Trends 2013!

~$20B+ Opportunity in the US!

US Internet Ad: $37B US Mobile Ad: $4B!

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In 2014, mobile ad spend will account for 14% of global digital ad spend

Source:: Emarketer ‘Mobile Expands it’s Share of Worldwide Digital Ad Spend,” Aug 2013

North America: $13,324M 26%

Asia-Pacific: $5,854M 15.5%

Western Europe: $6,399M 20.4%

Latin America: $291M

5.5%

Eastern Europe: $275M 5.2%

Middle East & Africa: $86M 4.6%

Spend

% total digital ad spend

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AdX queries on mobile devices are on the rise

Mobile Queries!

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Consumers are dividing time between multiple screens

Share of device page traffic on a typical workday

Late night (12AM-7AM)

Early morning (7AM-10AM)

Daytime (10AM-5PM)

Early evening (5PM-8PM)

Prime (8PM-12AM)

Tablets  are  popular  at  night  

PCs  dominate  working  hours  

Mobile  phones  are  constant  companion  

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“Today’s consumer journey is more like an infinite loop, where shoppers are always discovering, considering and buying via multiple channels.” –Aaron Baar, Digiday

20.9%

19.2%

22.2%

33.7%

19.4%

23.6%

22.6%

21.1%

30.4%

33.2%

38.1%

38.2%

38.7%

39.1%

0%   10%   20%   30%   40%  

Tablet   Smartphone  

Researched product features

Compared product prices

Purchased goods or services online

Found store location

Found coupons or deals

Checked product availability

Made shopping lists

Uses  of  mobile  devices  for  ecommerce  acDviDes      

Consumers use a range of devices in the path to conversion

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Programmatic buying solutions have emerged to close the loop

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Why programmatic? Use data and technology to better connect you with consumers

Massive scale!Reach across exchanges and engage with publishers with direct programmatic deals.!

Performance !Use powerful optimization and better data to maximize ROAS for all your buys.!

Precise targeting!Find the right audiences in the right context to engage with your brand.!

Operational efficiency!Streamlined workflows with all your buying and reporting in one place, spend more time on strategic work.!

Transparency!Glean insights from transparent reporting to find the best performing inventory and adjust your strategy in real time!

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Mobile  on  the    Ad  Exchange  

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Why AdX Mobile?

Advanced Multi-Device, Real-Time Targeting

Scale & Reach Across Quality Mobile Publishers

Engaging Ad Formats

Control & Transparency

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AdX enables sophisticated targeting on mobile Mobile  TargeDng  OpDons  

Audience!•  Cookie ID* •  IDFA

Majority of mobile web impressions have a cookie ID, enabling retargeting across mobile websites

Content !•  Domain/URL •  App ID •  Site Language •  Site Category/Topic •  Ad size •  Site optimized for

mobile devices

Device !•  Device type •  Carrier •  Mobile operator

Time & Location !•  Time of the day •  Country

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8.4 billion daily impr. on AdX mobile

Global Daily Queries!

3.8 Billion!

4.6 Billion!

2.2 Billion!

In-app!

Mobile Web!

Tablet!

Mobile web inventory grew 150% in 2012

Germany Daily Queries!

104 Million!

85.7 Million!

49 Million!

In-app!

Mobile Web!

Tablet!

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Inventory is diverse and brand safe

Mobile App Mobile Web

Millions of publishers

Prices range from $0.82-$0.90

300K mobile apps

Prices range from $0.15 - $0.23

 OMS  (various  domains)  

weHeronline.de  accuweather.com  

chip.de  mopo.de  

derwesten.de  blogspot.de  

stuHgarter-­‐zeitung.de  fluege.de  

automobile.de  fr-­‐online.de  moviepilot.de  

 

         

Angry  Birds  Jewels  Star  Radio.de  Mahjong  Shazam  Solitaire  

Calorie  Counter    Flashlight    

Minesweeper  Bundesliga  UNO  Free  

Wiki  Encyclopedia            

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Mobile is a canvas for engaging ad formats

3 billion daily rich media impressions available on AdX!!

Rich Media Banners! Interstitials! Expandables!

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Avg. CTR on smartphones and tablets is higher than desktop

Source: internal Google data, July 2013

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AdX Mobile Creatives

•  Non-flash creatives are required on ALL AdX mobile inventory

•  ~20% of mobile impressions on AdX are on the mobile-specific 320x50 ad size

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AdX takes a multi-prong approach to brand safety

Publisher Policy •  Content guidelines •  Site/app behavior

Technology •  Automatic and manual

reviews •  Real-time ad blocking

Transparency •  Domain- and URL-level

reporting •  App ID and app name

reporting

Campaign Controls •  Targeting •  Exclusions •  Filters

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Ge=ng  started  

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Getting Started with mobile

1   Optimize your website for mobile (resources available at www.howtogomo.com/de)

2   Use mobile-friendly creatives (Swiffy converts existing flash; Google Web Designer/Studio to create new HTML5 ads)

3   Add 320x50 to your arsenal of ad sizes – it is the fourth largest mobile web ad size

4   Focus on mobile web – build-up mobile web cookies; develop unique targeting and pricing tactics

5   Work with Rocket Fuel on your mobile (and video!) strategy

Thank  you!