CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY Mobile Ad Exchange: Transforming the mobile advertising market for buyers and sellers Simon Bailey Director Business Development EMEA 12 th April 2011
May 13, 2015
CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY
Mobile Ad Exchange:
Transforming the mobile advertising
market for buyers and sellers
Simon Bailey
Director Business Development EMEA
12th April 2011
CONFIDENTIAL & PROPRIETARY 1
Velti: At-a-Glance
Brands & Agencies:
Executed 2,700 campaigns for 820 customers on five continents in 2010
Global technology enabler of mobile marketing and advertising
campaigns for carriers, brands and advertising agencies
Media Inventory:
10+ billion monthly impressions. Platform reaches >2+ billion consumers
Financials:
Public on the NASDAQ Exchange (VELT)
Operators:
Customers include 8 of the top 10 and 13 of the top 20 mobile carriers
Company Background:
10-year operating history: 250+ experienced mobile engineers
CONFIDENTIAL & PROPRIETARY
A Driving Force in Global Adoption of Mobile
Advertising and Marketing
2
CONFIDENTIAL & PROPRIETARY
Reach
What we do?
Advertising Marketing Results
Engage Convert
Campaign dashboards
Conversion Tracking
Mobile Media
Marketplace
Ad Server/Ad
RouterSite and App Builder Analytics
Ad Exchanges
Media research
Media planning
Traditional media
Ad Serving
Mediation Router
Mobile sites
Landing Pages
Mobile Apps
Mobile Marketing CRM
Mobile coupons
Mobile commerce
Mobile social media
70 templates
Profiling, Segmentation
Loyalty
Cross-sell,Up-sell
Analyze Remarket
mGage software platform enables operators, brands, agencies and
media companies to execute mobile marketing and ad campaigns
Campaign planning and optimization
End-to-end campaign management
Optimization across full-scale of mobile media
3
Global execution
CONFIDENTIAL & PROPRIETARY
Table of Contents
I. Mobile Ad Exchanges – Some numbers
II. What is an Ad Exchange?
III. The power of Real Time Bidding on Mobile
IV. How Exchanges fit into a Publishers Revenue Stack
V. Velti in the Mobile exchange eco system
4
CONFIDENTIAL & PROPRIETARY
Mobile Ad Exchange: Here to stay and available for mobile today
2009
2010
2015
5
•Mobile will become the No. 1 screen for advertising
•50% of all display advertising targeting audience will rely on real-time bidding
Google Predicts:
•Advertising spend will increase 10x on Mobile within the EU top 5 markets
MobileSQUARED
Predicts:
•£83 Million Spent
•Year on year growth 116%
IAB Mobile Display Spend
•Launches 1st Mobile RTB Ad ExchangeMobclix:
•£37 Million Spent
IAB Mobile Display Spend
2010•$733 million (48% RTB)
2011•$1.416 Billion (58% RTB)
Forrester RTB Report Feb 2011
US Online Ad Exchange spend
Predicts 133% increase in RTB
CONFIDENTIAL & PROPRIETARY
What is an Ad Exchange?
6
1. Visitor loads
App or mobile
site page
6. Visitors sees
creative from highest
bidder. Complete
process takes only ~75
milliseconds
2. Publisher sends ad
request to Mobclix
exchange with a $.75
floor price*
floor price (.75)
5. Mobclix exchange
sends the corresponding
ad creative to Publisher
(if it beats the floor
price)
Winning bid price
(1.25)
3. Mobclix platform alerts
Publisher’s approved buyers
(DSPs, agencies, Ad Networks)
to ad unit’s spec, visitor profile,
and app/ web page context
I bid
$1.50
I bid
$1.25
4. Real-time auction!
Highest bidder wins and
pays the 2nd highest bid
rate ($1.25)
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks*
CONFIDENTIAL & PROPRIETARY
The power of Real Time Bidding on Mobile
Targeting Capabilities for site:
Site Name, domain, url
Category
Keywords
Targeting Capabilities for App:
Name, Domain of app publisher
Category
Paid or Free? Number of Apps downloaded, Type
7
Demographic Location Usage Profile Device
Age: 25-30Gender: MaleTechnology: ExtensiveSpending Power: 90
Average Session: 5minApps Downloaded: 18-24App type: Games
+ + + =
Unique Audience
Targeting Capabilities for Device:
ID of device
IP address, country, state
Make, model and carrier, operating system
Location – Lat and Long
Targeting Capabilities for User:
Demographic, age, gender etc...
Any 3rd party targeting groups – EG High Tech User
CONFIDENTIAL & PROPRIETARY
How Exchanges fit into a Publishers Revenue Stack
8
Exclusive
Ad Campaigns
/ Sponsorships
Guaranteed
Ad Campaigns
Ad Network
Optimisation for non
guaranteed inventory
Dir
ectl
y S
old
Spot Market Sales
(Real-Time Bidding)
Indir
ectl
y S
old
Mobile Ad Revenue Stack
Link Directly
to the Mgage
Agency
planning tool.
Real time
optimisation of your
non-guaranteed
inventory
• Optimise 25+ Ad
Networks
• Full Control
• Full transparency
Real-Time Bidding
• No Economic Risk
• Manage Channel
Conflicts
• Deeper relationships
with Agencies
Direct Sales:
Private
Exchanges
• Automate Direct
Campaigns
• Automatic RFP
process
• Extend your
existing sales
team.
• Maintain full
control
Indirect Sales:
Public Exchanges
CONFIDENTIAL & PROPRIETARY
Velti in the Mobile Ad Exchange eco system
9
25+ Ad Networks.
12,500+ Publishers.
10 Billion Monthly Imps.
2 Billion + ads per month.
70% of all Mobile Ads in China run through
CASEE.
Private Ad Exchanges.
CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY 10
Thank You
Simon Bailey
Director, Business Development EMEA