We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day. And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing. How do you put our collective obsession with all things mobile and video to work for your campaigns? On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.

1. Seizing the Mobile Moment

2. 2
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Welcome!
Joe Prusz,
Head of Mobile
Rubicon Project
@JoePrusz
Jenny Wise
Senior Analyst,
B2C Marketing,
Forrester Research
@JenniferWise
Emily Del Greco
VP Sales
Adelphic
@EmilyDelGreco
Aaron Austin
Head of Programmatic,
North America
InMobi
@InMobi

3. *Source:
eMarketer,2015
Global Pop = 7.1 B
Agenda
• Introduc6on
&
The
Mass
Migra6on
to
Mobile
• Forrester
Research:
Mobility
Trends
in
Marke6ng
• Trends
in
the
Mobile
Adver6sing
Marketplace
• Case
Study:
How
McDonald’s
Combines
Video
&
Loca6on
to
Get
Great
Results

4. *Source:
eMarketer,2015
Global Pop = 7.1 B
Why Mobile?
Global Pop in 2015

5. *Source:
eMarketer,2015
4.4B
61% penetration
Global Mobile
Penetration 2015

6. 6
By 2018, Mobile will
take 66% of global media spend
Desktop will garner
just 34% of available
budget
DesktopMobile

7. 7
7
What makes Mobile different?
• Avg. person looks at phone 220 times
per day = continuous and highly
personal engagement
• Advertiser ID vs. Cookies (Apple IDFA /
Google GAID)
• Data — It’s about reaching the audience
you seek!
• Location matters more (and you are likely
on the move)
• Bedside, desk side, in-train, in-car… the
only always-on advertising opportunity

9. Mobility Trends In Marketing:
The Advertising Evolution
Jennifer Wise, Senior Analyst
November 12, 2015

10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10
Agenda
› What is the state of the mobile advertising
industry today?
› How can advertisers use programmatic
to drive mobile advertising success?
› What do advertisers need to do in 2016?

11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11
Agenda
› What is the state of the mobile advertising
industry today?
› How can advertisers use programmatic
to drive mobile advertising success?
› What do advertisers need to do in 2016?

12. 1212
Remember when….
Image source: Mostly Simple Thoughts (http://www.novelog.com)

13. 13
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People have changed.
Image source: Independent (http://www.independent.co.uk )

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3billion
Sources: Forrester Research Mobile And Smartphone Forecast, 2015 To 2020 (US)

15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15
53hours
Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015

16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16
25apps
Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014

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And global adoption isn’t slowing down
(f) = forecast
Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)

18. The result?
Source: Online Gadget Store (www.onlinegadgetstore.com)

19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19
Programmatic buying has already
extended well beyond online display
Source: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey

20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20
In 2015…
› Mobile ad impressions and revenues are
multiplying.
› Mobile budgets are swelling and spend will
increase threefold between 2015 and 2020.
› Mobile ad tech capabilities are expanding.

21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21
Agenda
› What is the state of the mobile advertising
industry today?
› How can advertisers use programmatic
to drive mobile advertising success?
› What do advertisers need to do in 2016?

22. It’s time for mobile
advertising to evolve.
Source: Marketing Land (marketingland.com)

23. Programmatic rules…
…but has to facilitate quality.

24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24Image source: Mobile World (mobileidworld.com)
1. Mobile ad formats break free
from desktop

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Integrated, personalized ads win the day

26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26Image source: The New Daily (http://thenewdaily.com)
2. More native and video ad
placements are available

27. © 2015 Forrester Research, Inc. Reproduction Prohibited 27
New ad formats are available

28. © 2015 Forrester Research, Inc. Reproduction Prohibited 28
Video advertising has arrived
› Video inventory is growing due to shifting TV
content, new mobile and digital-first content, and
social media sites.
› Broadband coverage is enabling a higher-quality
experience.
› Video advertising spend will grow faster than any
other mobile format.

29. © 2015 Forrester Research, Inc. Reproduction Prohibited 29
To master mobile video: Divorce it from TV
Source: Forrester report: “Don't Rerun Your TV Commercials For Mobile Video Ads”

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Native placement options continue to
grow:
› Native advertising platforms
› Publishing partners
› Amplification sites

31. © 2015 Forrester Research, Inc. Reproduction Prohibited 31
To master mobile native: Content and
distribution matter
Source: Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific

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Image source: Mobile World (mobileidworld.com)
3. We say “bye” to the cookie, and
welcome cross-channel identification

33. © 2015 Forrester Research, Inc. Reproduction Prohibited 33
Mobile is one of many devices for online
consumers
23%
44%
93%
64%
72%
Source:
North
American
Consumer
Technographics
Online
Benchmark
Survey
(Part
2),
2015
Base:
Online
adults
18+
(online
weekly
or
more)
“Which
of
the
following
devices
do
you
use
(including
any
supplied
by
an
employer)?”

34. © 2015 Forrester Research, Inc. Reproduction Prohibited 34
Devices are used simultaneously
Image source: ABC News (www.abcnews.go.com)
Base: 19,033 US online adults ages 18+ (online weekly or more)
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

35. © 2015 Forrester Research, Inc. Reproduction Prohibited 35
And sequentially
Image source: ABC News (www.abcnews.go.com)
Base: 19,033 US online adults ages 18+ (online weekly or more)
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

36. © 2015 Forrester Research, Inc. Reproduction Prohibited 36
7%
30%
30%
31%
I
don't
know
Both
other
digital
channels
and
offline
channels
Other
digital
channels
only
We
do
not
currently
track
mobile
users
across
any
other
channels
Yet, the majority of companies still don’t
track mobile users across channels
Base: 122 executives who either own or have extensive knowledge of their mobile strategy and services
Source: 2015 Global Mobile Maturity Executive Survey
Does
your
firm
track
mobile
users
across
other
channels?

37. © 2015 Forrester Research, Inc. Reproduction Prohibited 37
It’s true: Identification is getting tougher
Multiple Connections
Multiple Touch-points
Multiple Media
One person

38. © 2015 Forrester Research, Inc. Reproduction Prohibited 38
But solutions to build bridges between
devices and users exist
C redit car
In-­‐store
Email
Home
C re
In
H
C redit card
In-­‐store
Email
Home
E xternal
Email
Home
E xternal
C redit card
In-­‐store
Email
Home
E xternal
Device ID
App Login
Self-identification
Account information
POS data
Email address
Household ID
3rd party authentication
IP address
Cookie
Location-based ID

39. © 2015 Forrester Research, Inc. Reproduction Prohibited 39Image source: Which-50 (http://www.which-50.com)
4. Data improves attribution and
spend effectiveness

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What made an impression?
Multiple Connections
Multiple Touch-points
Multiple Media
One person

41. © 2015 Forrester Research, Inc. Reproduction Prohibited 41
28%
31%
32%
37%
56%
79%
We
have
defined
objec6ves
that
are
exclusive
for
mobile
campaigns
We
use
the
same
objec6ves
for
mobile
as
with
other
digital
campaigns
We
use
business
(e.g.,
customer
service,
staffing
impact)
KPIs
We
use
financial
(e.g.
revenue,
conversion)
KPIs
to
measure
the
success
of
mobile
We
have
iden6fied
KPI's
to
measure
our
progress
against
our
objec6ves
We
use
engagement
(e.g.,
traffic)
KPIs
to
measure
mobile
success
Which
of
the
following
pracGces
do
you
employ
to
measure
success
of
mobile
programs?
Data helps to create KPIs
Base: 124 executives who either own or have extensive knowledge of their mobile strategy and services
Source: 2015 Global Mobile Maturity Executive Survey

42. © 2015 Forrester Research, Inc. Reproduction Prohibited 42
Data fuels attribution
z

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Data protects advertisers from market
forces

44. © 2015 Forrester Research, Inc. Reproduction Prohibited 44
Agenda
› What is the state of the mobile advertising
industry today?
› How can advertisers use programmatic
to drive mobile advertising success?
› What do advertisers need to do in 2016?

45. © 2015 Forrester Research, Inc. Reproduction Prohibited 45
Prepare for these changes in 2016:
1. Programmatic takes over display, mobile, video, TV
2. Mobile advertising will go beyond its online origins
3. Publishers will create and offer more native ad and video
placements
4. The cookie is replaced
5. Challenged to deliver by marketers, ad tech continues to
advance

46. forrester.com
Thank you
Jennifer Wise
jwise@forrester.com
@JenniferWise
Image source: Recruiting Blogs (http://www.recruitingblogs.com/)

47. 47
4
7
Big Picture: What’s Happening in
The Mobile Advertising Marketplace?
Automated
Direct Orders
App Dominance Video

48. 48
48
AUTOMATION: Our Growth
in Mobile NG Orders / PMP

49. Nielsen: Consumers use an
average of 26.7 apps a month
Marketers’ increased investment
in Apps +293% this year vs. last
• Mobile app installs up 346%
• Click-to-install rate up 32%
• Impressions up 295%
• Clicks up 237%
• CPI down 12%
• CPM down 1%
APPS: 85% of Mobile Time Spent in
Apps; Acquiring a Loyal User Costs $4

50. 50
VIDEO: Mobile as Biggest
Driver of Video Ad Spend
Mobile is growing faster than all
other digital mediums:
• Mobile video ad revenue in the
US will top $4.4 billion in 2018
• Mobile video will grow almost
five times faster than desktop
video.
Source: BI Intelligence Estimates, IAB

51. 51
o Mobile video ad spend tripled in 2015
o Now six varieties of Mobile Video that are
available to sell, buy and execute
programmatically
1. InLine Outstream
2. In-App Native Video
3. Rewarded Video
4. Expandable Video
5. Interstitial Video
6. Pre-Roll Video
o And all of them can be location-enabled
Why we’re automating all mobile
video formats

52. 52
Full screen rich media MRAID
video advertisement
Target audience built on
location, and consumers are
provided the nearest
McDonalds locations
McDonald’s Mobile Conversion

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53
Questions?

54. CONFIDENTIAL
Not leveraging
available real-estate
Forcing users to rotate
(which they don’t*)OR
*Only 1% turn their device according to Celtra benchmark reports, 2015
evaluating the mobile video dilemma

55. CONFIDENTIAL
user experience in
mobile video is the key
to engagement mobile video ads should...
● respect your behavior – vertical
● appreciate your time – short
● acknowledge your surroundings – mute
creative needs to be...
○ high-quality
○ loading instantly
○ in-line rich & interactive

56. CONFIDENTIAL
short form vertical video, made expressly for mobile

57. CONFIDENTIAL
location dominates
industry-leading access to location-based
targeting, measurement and creative
TARGETING CREATIVE MEASUREMENT

58. CONFIDENTIAL
on-location targeting
engage users at precise points-of-
purchase or points-of-interest

59. CONFIDENTIAL
past-location targeting
59
rich audiences developed from user location
history

60. 60
60
Questions?

61. 61
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Thank you!
Joe Prusz,
Head of Mobile
Rubicon Project
@JoePrusz
Jenny Wise
Senior Analyst,
B2C Marketing,
Forrester Research
@JenniferWise
Emily Del Greco
VP Sales
Adelphic
@EmilyDelGreco
Aaron Austin
Head of Programmatic,
North America
InMobi
@InMobi