In the webinar Pepe Agell, Chartboost’s very own VP of Corporate Strategy, and Jocelyn Sheltraw, Head of Mobile at Rubicon Project walk through: • how mobile programmatic works and why in-app always trumps mobile web • the value of in-game audiences • ad formats that deliver the most powerful ROI • tactics to infuse real-time bidding into your current UA strategy • how to approach decoding your data to maximize ad buys

2. Agenda
Define your marketing goals
Approaching programmatic buying
Learn more about the mobile gaming demo
The latest innovative and engaging ad formats

3. Define your marketing goals

4. Top industries
by spend
Travel
Auto
Airlines
Travel
Entertainment
Telecom - Cable/Satellite TV
Food/Beverage
Entertainment
Electronics
Movie/Film/DVD
Telecom - Wireless Mobile
Shopping
Retail Sales
Clothing
Personal Care
Credit Card
Household Items
Grocery Store/Supermarket
Other
Insurance
Financial - Banks
Education - College/Universities

5. 5
Top brands on mobile today

6. 6
Mobile is where
consumers are

7. 7
How do you
define
success?
Top Funnel
Mid Funnel
Bottom
Funnel
Targeted Audience Impressions
Share of Voice
Ad/Brand Awareness and Favorability
Mobile Sessions
Time spent in your mobile property
Retention/Engagement/Virality
Purchases
Conversion Rates

8. Approaching programmatic

9. What is programmatic?
9
Advertiser Publisher
Trading
Desk
DSP
Ad
Exchange
SSP

10. 10
At Home/
At Work
Internet of Things
M-Auto
Augmented Reality
Digital Out of Home
Where can you buy programmatic?

11. Mobile is
taking over
11
35B
30B
25B
20B
15B
10B
5B
0B
2015 2016 2017
Programmatic TV
Audio
Desktop Video
Mobile Video
Mobile Display
Desktop Display

12. 12
Mobile Web
High Volumes
More programmatic inventory
Low view ability levels (57%)
Tracking Issues
In-App
Premium Inventory
Full-attention environments (100% view ability)
Universal tracking with device ads
Mobile Web vs. In-App
vs

13. 13
The in-app
advantage for
brand safety
Direct publisher integrations through
SDK.
Immersive contexts that drive full
attention.
Top levels of view ability.

14. 14
Targeting and Data
Impressions/Views Clicks Download/Sessions Purchases
Ability to create specific audience segments through 1st
party and 3rd party data.
Tracking accuracy (no cookies or fingerprinting)
Real time return measurement and optimization
Device Identifiers
IDFA
Google IDs

15. 15
Who are mobile gamers today?

16. Gaming is
not a niche
category
About 800,000 mobile games are offered on app stores.
75% of revenue generated from the iOS Apple App Store
comes from mobile gaming.
62% of smartphone owners install a game within a week of
getting their phones.
People spend 43% of their mobile app time on games.
16

17. Evolution of the
number of
game apps
17
Number of Gaming Apps in the US App Store Source: PocketGamer Appstore Metrics

18. Sources: Search Engine Land, Fortune Lords, Social Media Hat, Applause
Mobile Gaming captures a huge audience
18

19. And it’s only
going to keep
growing
Over the next three years, 27 million people
will join the US smartphone gaming audience,
which will total just over 190 million by 2020.
250
0
2016 2017 2018 2019 2020
150.8
190.8
163.3
19

20. 20
Today’s Gamer is Female and 35

21. Gamers are
over average
spenders
60% mobile gamers have >$50k household income
21

22. Developers are ready for you!
Increasing appetite to partner with brands
programmatically to create engaging ad experiences.
22

23. 23
Leveraging Innovative Ad Formats

24. 24
Ad formats:
What do users
prefer?

25. The power
of video
25
71% of players prefer video ads in F2P.

26. 26
Vertical
video is in
Users hold their smartphones vertically 90% of the time
69% of users say vertical video creates a less intrusive
mobile ad experience
9x completion rate, Snapchat
20% higher conversions, Flipboard and Chartboost

27. What does
‘opt-in’ ad
really mean?
Time for some mythbusters:
Ads are triggered by the user
User gets a reward for watching the video -
this is not incentivized traffic
Very high levels of engagement:
completion rates >90%
Opportunity to make the ad memorable
27

28. 28
Let’s take a look at a Rewarded Video

29. 29
Rewarded
video drives
results
14x Purchase intent
Moment-based rewards are 14x more effective
at increasing purchase intent.
+10% Favorability
Reward boosted brand favorability while ads
lowered brand favorability.
$

30. 30
Interactive ads:
the ultimate
immersive
experience
People said Interactive Formats make
the ad much more enjoyable.
Full Screen
48%
Interactive
66%

31. Playable Ad
Example
31

32. 32
Key Takeaways
1. Gaming gathers a huge, diverse and
valuable mobile audience.
2. Your brand is safe and your results are
trackable.
3. This audience is addressable through
mobile programmatic.
4. We are here to help you grow your
mobile audience!

33. 33
Ready to get
started?
The Chartboost Exchange gives advertisers direct access to
premium in-app inventory across more than 300k SDK integrated
apps worldwide.
With transparent reporting and targeting controls, advertisers have the
tools to acquire high value users at scale.
Connect with one of our Chartboost Exchange specialists to
get started!
www.chartboost.com/ad-exchangeConnect with us!