Mobile ad spending in Western Europe is projected to grow significantly between 2011 and 2016. Currently, there are inefficiencies in how ad dollars are spent compared to where consumers spend their time on media. Mobile advertising platforms can help advertisers and networks by providing transparent reporting, optimization of ad campaigns across networks, and increasing budgets and fill rates for networks through satisfied advertisers seeing better results.

1. 2/8/2013
What Mobile Advertising Platforms
can do for Advertisers and Networks
Mobile ad spending in Western Europe 2011-
2016
$8.4
Note: Includes display (banners,
video and rich media) and search;
excludes SMS, MMS and P2P $6.4
messaging-based advertising;
includes ad spending on tablets
– in billions
$4.3
$2.7
$1.7
$0.8
2011 2012 2013 2014 2015 2016
Source: eMarketer, Dec 2012
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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2. 2/8/2013
Inefficiencies in the mobile advertising market
2011 US ad spending vs. consumer time spent using media
43%
40%
29%
23%
22%
16% 11%
6% 9%
1%
TV Print Web Radio Mobile
Ad spend per media Time spent per media
Source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Welcome to the
jungle!
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3. 2/8/2013
And all the roads
we have to walk
are winding
And all the lights
that lead us there
are blinding
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4. 2/8/2013
At least we get
great results!
Don‘t we?
Status quo of mobile app marketing
No useful tracking, no optimization
Campaign Clicks CPC Installs CPI CPX 1 CPX 2
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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5. 2/8/2013
Let’s look at advertisers KPIs
Every campaign should be tracked
CPC
/
IAP
/ Subscription
/
CTR
/
CPI
Booking Order
/
/
Reorder
/
Active
/
User
Search
/
CP
/
Registration
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
...and the KPIs of ad networks
Understanding their business model
Ad networks optimize
Revenue
campaigns to maximize ad
Premium revenue per impression
(eCPM)
CPM
$$$
Premium Blind
CPC
$$
Blind
Low CPC
$
Ad impressions
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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6. 2/8/2013
Introducing app marketing platforms
Optimizing results for both advertisers and ad networks
1. Advertisers 2. Ad Networks
3. Mobile Advertising
Platforms
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
The daily routine of mobile advertisers
Multiple ad networks, complicated tracking & opaque reporting need a
lot of time, money and effort to handle
Many tracking SDKs necessary Fragmented market Unclear reporting No optimization
CPC CPD CPA
SDK Integration INSTALLS
0,07 1,50 ?
COST PER USER
CPC CPD CPA
SDK Integration 0,07 ? ?
Steps to CPC CPD CPA
advertise SDK Integration 0,07 ? ?
an app
CPC CPD CPA
SDK Integration 0,07 2,00 ?
More SDKs… More ad networks… More reporting dashboards
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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7. 2/8/2013
Life with a mobile advertising platform
Platforms make mobile app promotion easy and reduce CPI by 70%
One tracking Aggregated market Clear reporting Optimization
INSTALLS
COST PER USER
CPC CPD CPA
0,07 1,50 3
Steps to
advertise Universal 0,07 2 2,5
an app tracking SDK 0,09 1 2
0,07 0,5 3
0,06 0,5 2,8
CPI reduction by
70%
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Get transparency about your campaign
Track all campaigns in detail and understand where your valuable users come from
• Universal tracking for all ad networks
and media sources (1 SDK/S2S)
• One easy-to-use analytics
dashboard to manage all campaigns
• Detection of fraud & inefficiencies,
i.e. detection of double
announcements
• Automatic traffic quality analysis
• 100% campaign transparency (from
publisher to custom in-app-
conversions)
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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8. 2/8/2013
Harness the
power of data
Optimize your ad spend & maximize users
A huge data-jungle with millions of campaign data cannot be mastered manually
13%
14%
CPI without optimization
Ad network- level optimization
Overall CPI
12% reduction of 70%
protection/blacklisting
on average.
Click fraud
Publisher-level
31%
optimization
Multi-level campaign
optimization
Campaign-
parameter-
optimization eliminates
level
inefficient ad spend and
investment in useless or
fraudulent clicks.
Level 1 Level 2 Level 3 Level 4 Level 5
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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9. 2/8/2013
Set campaign
optimization to
autopilot
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Benefits for ad networks
Satisfied customers lead to further engagement
Increase fill rates Increase absolute budgets
t t
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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10. 2/8/2013
Benefits for advertisers
More active users, lower CPI
All delivered with ease of buying and maximum transparency
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
Benefits for the whole market
Maximum transparency, zero inefficiencies
For Advertisers For Networks
Leverage international traffic Leverage international
sources advertiser base
Improve business critical Attract new-to-mobile budgets
KPIs
Drive mobile marketing
Identify performance drivers investment
Provide market transparency Maximize yield of ad inventory
Trademob ▪ Berlin ▪ San Francisco ▪ London ▪ Paris ▪ www.trademob.com
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11. 2/8/2013
Ready to rethink mobile?
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