1. WHAT EVERY
MEDIA STRATEGIST
SHOULD KNOW
ABOUT MOBILE
PRESENTED BY
DARREN HERMAN
March 13, 2013
& TAYLOR DAVIDSON

2. WHAT’S OLD IS NEW AGAIN

3. DESKTOP 1994
1 WEBSITE
3

4. DESKTOP MID-LATE 1990’S
2 WEBSITES
4

5. DESKTOP LATE 1990’S TO EARLY 2000’S
MANY WEBSITES
5

6. DESKTOP LATE 1990’S TO EARLY 2000’S
6

7. DESKTOP MID - LATE 2000’S
7

8. DESKTOP
TOOK 18 YEARS
1994-2012
8

9. MOBILE
Mobile Ad
Networks
Mobile Ad
Exchanges
2008-2012
4 YEARS!
9

10. 10

11. DESKTOP DISPLAY MOBILE DISPLAY
DESKTOP AD REP FIRMS MOBILE AD REP FIRMS
DESKTOP AD NETWORKS MOBILE AD NETWORKS
DESKTOP AD EXCHANGES MOBILE AD EXCHANGES
DESKTOP AD SERVERS MOBILE AD SERVERS
11

12. MOBILE AD STACK
AD
SERVER
RICH
MEDIA
MEASUREMENT
12

13. HUB
HIGH TOUCH API DRIVEN
STANDARDIZED
CUSTOM UNITS
UNITS
MANUAL ALGORITHMIC
P.O.E.M. PM
+ STRATEGY & ANALYTICS
13

14. MOBILE
THE INNOVATION IN
MOBILE ADVERTISING
STARTS WITH MOBILE
EXPERIENCES
14

15. MOBILE
“MOBILE PLATFORMS
(DEVICES, OS, SOFTWARE)
ARE CATALYSTS FOR NEXT-
GENERATION CONNECTED
EXPERIENCES.”
15

16. MOBILE
16

17. MOBILE
CONTEXT IS
CRITICAL
17

18. MOBILE
DESKTOP MOBILE
CONTEXT IS ADVERTISING
LESS VARIABLE HAS TO BE
THAN MOBILE SMARTER
18

19. MOBILE
PHONE TABLET
SNACKS BOOKS
“MOBILE” CACHED ONLINE
MEANS MANY MOBILE WEB APPS
THINGS SOCIAL NON-SOCIAL
PULL PUSH
19

20. MOBILE 2012
IS THIS THE
RIGHT UNIT
FOR MOBILE?
20

21. MOBILE
WHAT’S
NEW?
21

22. MOBILE
MOBILE DSP
22

23. MOBILE
“ACTIONS”, NOT ADS
23

24. MOBILE
GEO TARGETING
24

25. MOBILE
INTENT TARGETING
25

26. MOBILE
CONTENT RECOMMENDATIONS
26

27. MOBILE
CONTENT READING
27

28. MOBILE
GAMES
28

29. MOBILE
SOCIAL PLATFORMS
NATIVE
29

30. MOBILE
WHAT DIDN’T WE
TALK ABOUT?
30

31. MOBILE
ANALYTICS PAYMENTS
CROSS-PLATFORM MOBILE LOYALTY
ATTRIBUTION
VIDEO BYOD
31

32. THANK YOU
DARREN HERMAN TAYLOR DAVIDSON
DHERMAN@MEDIAKITCHEN.TV TDAVIDSON@KBSP.VC