Madan sanglikar ad2campaign

Madan Sanglikar Cofounder & MD @maddyisms @ad2campaign

In the next 15 minutes ….

1.  Background: Mobile Advertising – current Status

2.  The Problem: Why is Mobile Advertising not getting enough support?

3.  The Solution: What roles are platforms playing?

4.  Happy Ending: How can brands tackle this situation?

MOBILE ADVERTISING: CURRENT STATUS

Mobile Penetration in SE Asia

Smartphone & Tablet Users

PLUS ALL THE WONDERFUL ADVERTISING THAT YOU CAN DO ON MOBILE ….

WHY MOBILE ADVERTISING GETS LESS THAN 1% ATTENTION?

1. No Audience Measurement

2. Device Complications

3. Complex Sales Ecosystem

4. Technologically Imbalanced

Industry  is  building  exper1se  in    Programma1c  Buying  

Brands  s1ll  experts  In  Reserva1on  Buying  

HOW DOES PROGRAMMATIC BUYING WORK?

This is where the Machines come into the picture …

Lets Take inspiration from Sports & Online Stock Trading

Basics of RTB

Effec%ve  Ads  

Effec%ve  Pricing  

Real  Time  Deals  

SIMPLE So how can Brands take advantage of this?

Get your own Machine to deal with these machines

Set up a Marketing Platform (DSP) Ac%onable  Learning  

RTB  

Na1ve  Ads  

Track  

Billion

s  of  D

ata  Po

ints  

INTRODUCING AD2CAMPAIGN

Ad2campaign for Marketers

DSP/  RTB  

Rich  Media  Suite  

Track  &  Measure  

Procurement • Automated buying via RTB • Audience Targeting & Re-Targeting on Mobile

Delivery • Single source serving across multiple networks &

publishers - Banner Ads & Rich Media Ads in 20+ formats

Attribution • App Installs, In App & On Site Events, Activations,

Leads, Costs & Revenues • By source, device, OS, screen, operator,

geography etc.

CRM & Analytics • Campaign Analytics •  In App Analytics • Segmentation Based Push Notifications*

Delivered on the Cloud Robust & Scalable •  AWS Implementation

Online Real Time Analytics •  By Hour, By Day, By Week, By

Defined Time Period

Both sides of the Funnel •  Not just Cost but Revenue too

Metrics by..

Source

OS Screen Device

Operator Geography* Creative

*In  progress  And more..

ACTIONABLE DASHBOARD

CASE STUDIES

Yahoo! Cricket

Pla>orms:  Android   Installs  :  more  than  10X  per  day  

Promo1on  Strategy:  Paid  

CPD  Range:  <  $0.50;  Over  56%  cost  reduc1on  

Ad-­‐Networks   Content  Partner  

5,000+  daily  ac%va%ons  of  Aircel  users  Only  

Content  Type  –  Subscrip%on  &  Event:  Music,  Games,  Video  &  

Wallpaper,  CRBT  

Subscrip%on  packs:  USD  0.05  -­‐  2   CPA:  USD  0.12  -­‐  0.20  

Pack  ROI  >  200%   All  subscrip%on  on  Double/Triple    OPT-­‐IN  

Aircel

Single  Interface  to  monitor  costs  &  

Revenue  

Real  %me  performance  op%miza%on  

Competitive advantages

Made for Mobile

Single interface for

App AND Mobile Web

tracking

Actionable Analytics:

Measure & Procure

Local presence for

custom support

THANK YOU Any questions?