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Making Mobile Marketing Budgets Count in
the Age of Ad Blocking
John Walker
Vice President, Global Marketing Communications, Syniverse
@JohnEWalker
#ME_AdBlock

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Today’s Expert Panelists
Paul Berney (@paulbmobile)
Managing Partner and Co-Founder, mCordis
• Served as Chief Marketing Officer and Managing Director of the EMEA branch
of the Mobile Marketing Association (MMA)
• In 2012, recognized as the leading speaker on mobile marketing worldwide by
C-Squared
• Voted one of the Top 50 influencers in mobile marketing by The Drum
magazine in 2013, 2014 and 2015
Rob Hammond (@tech2dollars)
Senior Director Mobile Engagement, Syniverse
• Experienced sales and technology leader
• 30-year career with Microsoft, Sprint and more helping brands unlock the
power of mobile
• Media, analyst commentator and contributor
#ME_AdBlock

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Paul Berney
Managing Partner and Co-Founder, mCordis
@paulbmobile
#ME_AdBlock

Agenda
• What ad blocking means for you, and what different approach
you may need to take to reach your customers.
• How to engage and retain a loyal customer base using new
mobile use cases that are relevant and won’t get blocked.
• How to increase the relevancy of your mobile marketing
campaigns to capture the attention (and share of wallet) of
customers in the “mobile moment.”
• What you can do now to enhance your digital strategies and
transform the customer experience through the delivery of
cross-channel mobile campaigns.
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The scale of the issue
• On average, 9.26% of impressions were found to be ad-
blocked, with some sites reaching as high as 50%
• Tech sites average at 18%, followed by news (16%) and
culture (10%). Business, real estate and travel sites
average lower
• Ad-blocking is higher in the US and EU: the average in
the US is 8.7%
• Mobile blocking is gaining popularity: Android shows a
2.2% blocking rate, and iOS 1.3%
Source: ClarityRay/Yahoo Study 2015
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The scale of the problem is lower on mobile
Mobile accounts for 38% of web browsing
But only 1.6% of ad blocking
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Can mobile ads be seen?
Are mobile ads seen by real people?
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Ad fraud
Real Users or Bots?
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Why do consumers
block advertising?
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Four basic reasons:
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Concerns
about data
privacy
Concerns
about cost
Irrelevant
advertising
Performance

Ad blocking is a symptom
Consumers don’t like being re-targeted
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Cost
Ads may represent
up to 40% of users’
mobile data
Source: Adblock Plus
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Irrelevance
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Relevance is critical to
success in mobile
Consumers will punish irrelevant brand
engagement
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Attention is a
finite
resource.
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Performance
Mobile sites load faster
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Ad Blocking is heavily influenced by
demographics
Younger & more technically savvy users
are more likely to download an ad blocker
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The effects of ad
blocking
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Publishers
Loss of revenue
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Advertisers
Heightened focus on effectiveness
Shift to CPA models?
Focus on attribution
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How could we
respond?
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Publishers
Switch to alternate models – Walled Gardens
Technical - host the ads on their own servers
Commercial - shift to subscription models
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Advertisers
Re-direct to owned media
Shift to programmatic
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Everyone
Permission
Relevance
Communication
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Rob Hammond
Senior Director of Mobile Engagement, Syniverse
@tech2dollars
#ME_AdBlock

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Syniverse Proprietary
Two VIP
RockFest Tickets
Sponsored
by
Status Bank
Two VIP
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Sponsored
by
Status Bank
Make Your Advertising Fun
In a 2015 survey, 87% of retailers said they plan
to use gamification to engage customers within
the next five years.
(Boston Retail Partners)
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Syniverse Proprietary
Digitize Your Loyalty Program
On average, loyal customers are worth up to 10
times as much as their first purchase.
(U.S. White House Office of Consumer Affairs)
Your Loyalty Points will be
updated on this pass. For
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Or check out our
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Syniverse Proprietary
Text Surveys Improve Engagement
Thank you for opting in. Reply
‘YES’ to take a quick survey
YES
Thank you! How would you
rate your overall experience?
Reply:
1 Excellent
2 Good
3 Fair
4 Poor
1
Reducing customer defection rate by 5% can
increase your profitability by 125%.
(Leading on the Edge of Chaos, Murphy and Murphy)
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Syniverse Proprietary
 Supports real-time business decisions using
behavioral data and usage patterns
 “Big data” engine collects, processes, and indexes all
campaign data points in near real time
 Analytics UI supports rapid decisions and campaign
adjustment for improved performance
 Access and report key information using pre-defined
or custom charts
 “Click through” filters segregate data by value element
 Manage campaigns with “out of the box” KPIs
Analytics Enables Decision Making
Utilize Track campaign success, evaluate engagement, and
measure ROI in real-time with integrated analytics tools
Business Intelligence Module KPIs
Participants per
campaign per channel
Real-time location-
based analytics
Advanced filtering and
aggregation
Participation and
engagement rates
Unique and repeat
users
Delivery
success rates
Segmentation Trends
Opt-in and
opt-out requests
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Q&A
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Thank You!
For more information, visit www.syniverse.com
or follow us @Mobile4Brands
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