11. - 8 / 10 of the most used
apps (in terms of unique
audience) owned by
Facebook & Google;
- “Legacy” apps like
Facebook, YouTube, Gmail
still growing at >10% YoY.
Source: Nielsen
Current State of the App Economy
12. - Many of these apps are ad
channels and / or
third-party content
distribution channels.
*
*
*
*
*
*
*
Source: Nielsen
Current State of the App Economy
13. Google Maps is an ad
channel and / or
third-party content
distribution channel?
Current State of the App Economy
15. • Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
Current State of the App Economy
18. • Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
• Increased consumer engagement / spending
on mobile continues to drive advertising
budgets.
Current State of the App Economy
31. When every device is connected, every device appears to
be a platform on which to develop & reach a new
audience:
3 Challenges & Opportunities in 2017
32. When every device is connected, every device appears to
be a platform on which to develop & reach a new
audience:
3 Challenges & Opportunities in 2017
33. • Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
3 Challenges & Opportunities in 2017
34. • Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
3 Challenges & Opportunities in 2017
35. • Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
• New platforms are appealing (first mover advantage,
lack of price discovery, etc.) but developers need to be
able to discern hype & time deployment correctly.
3 Challenges & Opportunities in 2017
36. • Example: VR vs. Mobile Gaming
Source: SensorTower / Unity
3 Challenges & Opportunities in 2017
37. OPPORTUNITY: Opportunities to reach new audience
emerge constantly as connected devices proliferate and
create platforms;
CHALLENGE: Difficult to know which platforms will truly
reach scale, and being early same as being wrong.
3 Challenges & Opportunities in 2017
38. Challenge / Opportunity:
As mobile video advertising
surges, attribution and ROI
calculation becomes
problematic.
39. 3 Challenges & Opportunities in 2017
• Many developers rely on patchwork
marketing infrastructure comprised of many
3rd party tools:
40. Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platform
Ad Networks
N1
N2
N3
PMD
3 Challenges & Opportunities in 2017
41. Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platform
Ad Networks
N1
N2
N3
PMD
Marketing Team
3 Challenges & Opportunities in 2017
42. Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platform
Ad Networks
N1
N2
N3
PMD
Marketing Team
3 Challenges & Opportunities in 2017
43. 3 Challenges & Opportunities in 2017
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
44. 3 Challenges & Opportunities in 2017
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
• Formats such as Facebook Live / Influencer
Campaigns can be totally contextual;
45. 3 Challenges & Opportunities in 2017
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
• Formats such as Facebook Live / Influencer
Campaigns can be totally contextual;
• Probabilistic models help advertisers match
clicks / installs to campaigns.
46. OPPORTUNITY: Continued popularity of video on mobile
creates endless new opportunities for audiences to be
reached (sometimes cheaply);
CHALLENGE: Fuzzy attribution makes it difficult for
advertisers to understand ROI.
3 Challenges & Opportunities in 2017
48. 3 Challenges & Opportunities in 2017
• The biggest mobile advertising platforms are
becoming siloed, both in terms of tool
offerings and inventory offerings;
49. Existing / Old
Paradigm:
Inventory
Pool
Mobile Gaming
Advertisers
Mobile Commerce
Advertisers
Dating App
Advertisers
Mobile Gaming
Publishers
Dating App
Publishers
Mobile Commerce
Publishers
Ad Networks /
Native Inventory Sources
3 Challenges & Opportunities in 2017
51. 3 Challenges & Opportunities in 2017
• The biggest mobile advertising platforms are
becoming siloed, both in terms of tool
offerings and inventory offerings;
• Owned inventory platforms have created
vertical-specific inventory pools;