Session Presentation

1. Josh Wexler
GM, Mobile
Rubicon Project
Mobile Marketing Association

2. The
Mobile
Project:
Technology,
Standards
&
Scale
• Mobile
is
crea9ng
new
revenue
opportuni9es
for
publishers
and
new
immersive
capabili9es
for
adver9sers
to
reach
their
target
audience.
To
benefit
from
these
trends,
publishers
must
embrace
mobile
and
offer
adver9sers
ad
formats
to
drive
ROI
in
this
highly
fragmented
market.
In
this
session,
you
will
learn
how
to
create
a
strategy
to
maximize
mobile
in
a
mul9-­‐screen
world
–
leveraging
technology
and
standards
to
do
it
at
scale.
Mobile Marketing Association

3. M I S S I O N
AUTOMATE
BUYING &
SELLING OF
ADVERTISING"
Mobile Marketing Association

4. #1
RANKING
IN
U.S.
AUDIENCE
REACH
Ad Focus Ranking (U.S.)
Category Ranking
December 2012
UVs
REACH
• Entertainment
RANK
PROPERTY
(MMs)
(%)
#1 • Entertainment News
1
Rubicon
Project
214.2
96.7
• News & Information
2
Google
Ad
Network
208.0
93.9
• Technology
3
Specific
Media
198.1
89.5
4
Federated
Media
193.4
87.3
• Auto
5
AOL
Adver9sing
-­‐
Adver9sing.com
186.5
84.2
#2 • Community Food
6
AT&T
185.7
83.9
• Community Personals
• Games
7
Genome
from
Yahoo
184.5
83.3
• Health
8
Vibrant
Media
181.3
81.9
• Real Estate
9
Real
Media
Group
–
24/7
Access
177.8
80.3
10
ValueClick
Networks
176.5
79.7
#3 • Education
Mobile Marketing Association

5. TOTAL
CONTROL
FOR
BUYERS
&
SELLERS
Mobile Marketing Association #MMAF2013

6. AUTOMATION
ACROSS
DISPLAY
AND
MOBILE
The
Rubicon
Project
Marketplace
AdverPsers
Direct
Deals
Agencies
P R
R
U E
E
B V
V Trading
L V
V Desks
I
INFRASTRUCTURE
S S
B
H E
U
E L DSPs
Y
R L Exchange
Traded
E
S E
R
R
Ad
Networks
Mobile Marketing Association #MMAF2013

7. DATA-­‐DRIVEN
LEARNING
ALGORITHMS
&
REAL-­‐TIME
CLOUD
IP
Pricing
Algorithms
AucPon
&
• Profiling
Historical:
3.5
trillion
trades
Big
Data
• Dynamic
pricing
ProtecPon
Pricing
Meta
Data Algorithms • Rules
mgmt.
Real-­‐Time:
1,000,000
bids/sec
30ms ProtecPon
Technologies
• Bid
price
per • Helix™
(bots)
trade
• Clearing
price
• SiteScout™
(malware)
• Bid
density
• AdCheq™
(crowdsourcing)
• 1M
classified
crea9ves
Bid
Efficiency
Algorithms
Real
Time
• Bid
predic9on/throeling
Cloud
• 18,000+ CPU Cores • Real time data pipeline
• 40+ gigabit/sec network • Network Operations Center
• 3 petabytes storage • Zero failure protection (100% uptime)
Mobile Marketing Association #MMAF2013

8. TECHNOLOGY
STANDARDS
SCALE
Mobile Marketing Association #MMAF2013

9. TECHNOLOGY
PLATFORM
• Cross
plaform
&
device
• Dynamic
crea9ve
tools
• Targe9ng
• Measurement,
Analy9cs
&
Forecas9ng
Mobile Marketing Association #MMAF2013

10. PREMIUM
CONTENT,
AD
FORMATS,
&
ADVERTISERS
FORMATS
TARGETING
MEASUREMENT
Premium
ad
formats
Enhance
media
with
Measurement
beyond
(e.g.
rising
star,
dynamic
mobile
specific
targePng
impressions
&
clicks
(e.g.
ads)
(e.g.
geo,
device
aeribuPon)
targePng)
Mobile Marketing Association #MMAF2013

11. 2013
PUBLISHER’S
MOBILE
TRAFFIC
PROJECTION
>50%
Mobile Marketing Association #MMAF2013

12. CASE
STUDY:
LEVERAGING
PREMIUM
AD
UNITS
Description
• #1 Women’s site sees significant traffic growth in mobile and see money left on
the table
• Reactive mobile ad deals yield low CPMs
• Need to arm sales with premium ad package
• Need to arm sales with tools to upsell display advertisers to mobile
Results
• Increase CPM by 2-3x
• Upsell display advertisers to mobile
How?
• Package creative & media for display advertisers without mobile-optimized
assets
• Innovate on new mobile ad units that fits within user experience
• Analytics beyond impressions and clicks (e.g. emails sent, avg time video played
etc.)
Mobile Marketing Association #MMAF2013

13. Mobile
CreaPve
Best
PracPces
• Calls to action must be clear and kept to a minimum
• Non-immediate calls to action are essential
• Videos should be 30 seconds or less
• Banner teaser and moderate animation increases
engagement by 40 percent
• Location, location, location
• Adhesion units are a good way to offer premium products
Mobile Marketing Association #MMAF2013

14. RUBICON
PROJECT
HIGH
LEVEL
DEEPER
DIVE
BEST
PRACTICE
“Watch
video,
See
how,
Try
now”,
and
other
direct
call
to
ac9on
approaches
Call
To
AcPon
increase
engagement
by
40%.
User’s
ac9on
rate
drops
off
significantly
when
presented
with
more
than
three
calls
to
ac9on.
37%
of
ac9ons
taken
by
users
are
non-­‐immediate
(e.g.
“Email
this
to
me,
Email
to
Non
Immediate
Calls
To
a
friend,
Send
me
a
text
reminder”),
and
others
generate
clicks
and
long
tail
AcPon
engagement,
especially
for
ads
with
offers
or
informa9on
about
a
product
or
service.
Half
of
video
view
9mes
were
16
seconds,
and
the
average
video
view
9me
across
Videos
<
30
Seconds
all
campaigns
was
30
seconds.
Adver9sers
need
to
capture
a
user’s
aeen9on
and
deliver
key
messages
within
the
first
16
seconds
of
their
video
clip.
Rich
media
aeracts
aeen9on,
but
it
has
a
nega9ve
effect
when
done
to
excess.
The
combina9on
of
a
clear
banner
teaser
such
as
“Watch
video,
See
how,
or
Try
Banner
Teaser
&
Moderate
now”,
with
a
minimalist,
one-­‐9me
anima9on
of
text
and
image,
or
an
animated
AnimaPon
video
thumbnail
teaser
aeracts
the
aeen9on
of
users
without
compromising
their
experience.
Geo-­‐targe9ng
and
dynamically
adap9ng
ad
crea9ve
to
the
user’s
loca9on
(e.g.
LocaPon,
LocaPon,
LocaPon
automa9cally
showing
driving
direc9ons
or
different
product
offers
by
loca9on)
increased
click-­‐through
engagement
by
27
percent.
Adhesion
are
a
good
way
to
implement
a
9ered
approach
to
your
ad
products.
Adhesion
Units
Adhesion
can
command
with
2-­‐3x
CPMs
with
2-­‐3x
CTR
performance.
Mobile Marketing Association #MMAF2013