Overview of Julu Mobile, China's most powerful mobile advertising platform

1. China’s
most
powerful
mobile
adver6sing
pla8orm

2. Our
vision:
Julu
Mobile
gives
China’s
mobile
users
personalized
and
engaging
commercial
content
with
the
world’s
most
powerful
adver8sing
pla9orm.
巨鹿移动用最强大的广告平台为中国的移动用户提供
个性化的，有吸引力的商务信息互动
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3. Chinese
users
don’t
like
mobile
ads
–
NOT
for
me
移动用户说‐谢绝广告
Ads
relevant
for
Ads
are
small,
not
Ad
Formats
take
Chinese
users
visually
interesKng
users
away
看不懂的洋文,
看到外面的世界很无奈
看不清的内容
没意思的內容
‐ 有碍操作的广告格式.
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4. Mobile
publishers
dissaKsfied
–
bad
experience
移动开发者说‐赚钱很难，体验很差
Low
$
SubsKtutes
pay
beQer
For
most
mobile
publishers,
In
certain
ver8cals
like
gaming,
revenue
is
in
the
range
of
$0.10
revenue
from
in
app
purchases
-­‐
$0.30
per
1000
impressions,
dominates
ad
revenue
vs.
$1-­‐$2
on
desktop
inventory
我们更喜欢
in-­‐app
purchase
CPM
太低了！
PlaSorm
growth
>
ad
spend:
Users
don’t
like
ads
China
ad
networks
have
low
and
User
complaints
have
mo8vated
declining
fill
rate.
10%
fill
rate
in
many
developers
to
avoid
in
Q3
20111
implemen8ng
any
ads
有效广告的数量太少
我们的用戶不喜欢广告
1:Smaato
Q3
2011
Mobile
Metrics
Report
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5. AdverKser
spend
lags
plaSorm
growth
–
where
are
my
audience
and
how
much
they
love
me?
广告主说‐有心花钱，无力见效
Chinese
mobile
audience
not
big
enough,
unKl
now:
没有足 的受众
• 3G
penetra8on
passed
10%
in
2011
只有10％ 3G手机
• Smartphone
penetra8on
~7%.
只有7％智能手机
• We
will
reach
50%
affluent
Chinese
by
2013
但是到2013年，50％的客户会使用3G＋智能手机
Current
targeKng
and
ad
formats
are
not
effecKve:
没有足 的影响力
• Mobile
ads
are
currently
repackaged
desktop
text
ads
&
banners
移动的广告还停留在老式的桌面机形式
• Low
brand
recall,
low
engagement,
so
mobile
ad
budgets
not
growing
没有品牌价值，没有客户体验，就没有投入增长
Difficult
to
integrate
mobile
with
other
ad
spend：没有结合移动和其他渠道
• Difficult
to
combine
mobile
with
ad
spend
on
desktop,
offline(outdoor,
print)
不能有效的决定移动和其他广告的综合效果
• Fragmenta8on
make
it
hard
to
scale
spend
分散的受众渠道限制了量化投放
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6. Julu
Mobile’s
SoluKon:
Make
commercial
interacKon
engaging
mobile
experience
巨鹿移动解决方式:
更个性化，更吸引人，更互动
Personalized
Commercial
InteracKon
(PCI)
–
the
way
you
want
吸引力
• we
make
commercial
content
engaging,
with
a
strong
call
to
acKon
• interact
with
adver8sers'
offers
directly
• integrated
with
content:
coupons,
survey,
support,
loca8on
offer…
RecommendaKon
engine
–
for
the
content
you
want
个性化
• unique
model
of
behavior
and
interest
for
each
user
• targets
them
with
the
most
relevant
content
• integra8on
with
3rd
party
ecommerce
and
social
data
Influence
through
the
purchase
cycle
–
all
the
Kme
全程互动
• Mobile
as
a
unique
iden8fier
all
the
8me:
online
–>
offline,
desktop
-­‐>
mobile
• Influence
before,
during,
and
acer
purchase
decision
Absolutely
NOT
ad
network
‐ 和移动应用，网站的体验紧密结合
• Deep
integra8on
with
mobile
applica8on
experience
• Proprietary
content
&
engagement
formats
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7. Julu
Mobile’s
SoluKon:
Personalized
and
engaging
mobile
commercial
interacKon
巨鹿移动解决方式:
让商业信息个性化，更吸引人，更互动
First
Product:
Julu
App
Promote
ad
format
(In
producKon)
应用推荐
Personalized
InteracKon
个性化互动
Engaging
Commercial
Content
吸引人内容
• unique
model
of
behavior
and
interest
• we
make
commercial
content
engaging,
for
each
user
with
a
strong
call
to
acKon
• targets
them
with
the
most
relevant
• interact
with
adver8sers'
offers
directly
content
• integrated
with
content:
coupons,
• integra8on
with
3rd
party
ecommerce
survey,
support,
loca8on
offer…
and
social
data
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8. Julu’s
Personalized
Commercial
InteracKon
Personalized
and
engaging
mobile
commercial
interacKon
Julu
Signup
Ads
(In
development)
盛情邀请
Personalized
个性化
Engaging吸引人
• Shown
to
users
who
are
likely
to
be
• Full
screen
for
relevant
content
植入式全屏
interested
in
a
new
car
• Configure
your
own
car
-­‐
根据个人喜好订置车配置
• Loca8on
based
offering
• Weibo
integra8on
&
sharing
-­‐
社交分享
本地相关信息
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9. Julu’s
Personalized
Commercial
InteracKon
Make
the
interacKon
beQer
integrated
and
more
engaging
巨鹿移动的个性化商务互动‐和移动体验紧密结合，吸引用户
• Half
screen
expandable
/
collapsible
半屏可伸缩形式
• Emphasize
interac8on
and
sharing
鼓励分享和互动
Sharing
Ads
(In
development)
• Personalized
based
on
loca8on
and
social
友情分享
根据地点和社交信息个性化
Future
direcKon:
• Deeper
integra8on:
mobile
apps
与移动应用内容更紧密的结合
Local
Coupon
ad
(In
development)
附近商家
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10. Mobile
Ads
Pla9orm
移动商业信息互动平台
Transform ads into delightful and useful interaction 把传统广告变成个性化的互动
Dynamic PCI
可编程的个性化互动
Demographics
个体
Social 社交
Julu Ads
Interest 兴趣
Geo-Spatial
地点 Targeting
Client Model
SDK / JS 投放模式
Temporal 时间 Ad
Intent 目的 Networks
Activity 行为
Context 环境
3rd Party 实体
…
…
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11. The
Problem
with
Ad
Networks
现有 广告网络
ExisKng
ad
networks
老同志‐靠关系
• Marke8ng
and
deal
driven
• Likle
technological
differen8a8on
New
AdMob
clones
新朋友 ‐ 买媒体
• Cover
both
legacy
and
high
end
phones,
spend
$
on
cour8ng
publishers,
not
on
technology.
• No
links
with
global
developers
and
adver8sers
Internet
giants
广告巨人‐还不急
• Chinese
giants:
S8ll
focused
on
mone8zing
desktop
• Foreign
giants:
Business
model
doesn’t
support
building
a
mobile
pla9orm
na8ve
to
Chinese
market
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12. Roadmap
&
Financials
目标及投资
Today:
Private
Beta
Q2:
Public
Beta
Q3:
Full
Launch
2x
interacKon
through
Expand
reach
through
Scale
revenue，team
and
personalizaKon个性化产品， 证 partnership,
demonstrate
value
technology
明2倍互动
to
adverKsers
扩大运营团队，证明营收成长
扩展伙伴联盟，证明广告价值
ObjecKves
ObjecKves:
• First
learning
model
and
ObjecKves:
• Rapid
expansion
of
developer
interac8ve
ad
formats
• Revenue
from
campaigns
inventory
and
adver8ser
投放模式＋互动形式
品牌营收
spend
• Prove
results
for
partner
增速扩展：开发者＋广告主
Company
ComposiKon:
为合作伙伴带来效绩
• 7
developer
team
Company
ComposiKon:
7
个程序员
Company
ComposiKon:
• 10
addi8onal
engineers,
12
• Partnership
&
Sales
execs
Partnership
&
Sales
hires
Partnership:
合作及销售高管
增加10个程序员，12个业务员
• Enroll
10-­‐20
app
publishers
10‐20个应用
Partnership
Partnership
• Partnership
with
Pla9orm
• 2-­‐3
major
partners
• Scale
through
large
adver8ser,
1个平台伙伴
2‐3个战略伙伴
agency,
and
publisher
partnerships
$:
Angel
Funded
$:
Looking
for
A-­‐Round
investor
to
get
from
Beta
to
Full
Launch
$:
Self
funded
through
revenues
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13. The
founders
Douglas
Raymond,
创始人 &
CEO
Yang
Cao,
创始人 &
CTO
• 5
年
Google
经历，创建了Mobile
AdSense
• 多年硅谷技术创新成功经历；
• 在Google主持开发了14个与AdWords，
• 主攻数据挖掘，机器学习，移动应用，视频
AdSense及移动相关的产品
• 曾任技术及产品主创： CTO
at
WhitePages,
• 2009移居上海，主管Google中国与亚太的 VP
of
Engineering
TokBox,
SVP
of
Engineering
搜索商业运营产品
at
StarCite.
• 曾荣获3次Google
Opera8ng
Commikee
的 • 创立过WebDrive（online
storage），E-­‐Steem
创新与成果大奖
（data
mining）
• 哈佛MBA， 西点军校本科 ‐ 坦克排长
• 斯坦福硕士，北大物理本科
• 追求‐
2022,
中国足球赢得世界杯 J
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14. Great
team
with
top
talents
给力团队
Jun
Ma,
马骏， Sofware
Engineer
MarKn
Jachimowicz,
马丁，Sofware
Engineer
• Co-­‐founder,
Mobile
Internet
startup
• Senior
Engineer
at
Ubisoc
• 3
Years,
Microsoc
China.
• gaming
space,
developing
video,
anima8on,
and
audio
• Summer
internship
at
Baidu,
Beijing.
• BS
Ecole
Polytechnique,
MS
from
Karlsruhe
Technical
• MS,
Computer
Science,
Zhejiang
University
University.
• BS,
Computer
Science,
Fuzhou
University
Jeff
Liu,
刘之元，Developer
Evangelist
Xuanfei
Liu,
刘轩飞，User
Experience
Designer
• CTO
and
Co-­‐founder
of
social
networking
and
travel
website
• 11
years
product
design
experience
for
Internet，mob
• 3
year
socware
development
experience
• UED
leader,
安居客 Anjuke.com； Co-­‐founder,
Shaitai.com
• Tech
evangelist
in
mainland
China
and
Taiwan
• 3
years,
StarCite
China；2
years,
Cisco
WebEx
China
• Akended
the
CS
program
at
University
of
California,
Irvine.
• BA,
Tourism
Mangement,
Nanjing
Normal
University
Emily
Zhang,
张蓓，Developer
Evangelist
Andy
Song，宋楠，Sofware
Engineer
• CTO
and
Co-­‐founder
of
social
networking
and
travel
website
• 12
years
socware
designing
and
developing
experiences
• 3
year
socware
development
experience
• Team
Leader,
StarCite； Associate
Architect,
TekView
• Tech
evangelist
in
mainland
China
and
Taiwan
• Sr.Socware
Engineer,
BearingPoint
GDC
• Akended
the
CS
program
at
University
of
California,
Irvine.
• BA,
Informa8on
and
technology,
Zhengzhou
University
Zongru
Wan,
万宗如，Machine
Learning
Engineer
• 13
Years,
Computa8on
Physicist
at
Fermilab
and
CERN
• 4
Years,
Physicist
at
Ins8tute
of
High
Energy
Physics
at
Beijing
+
One
more
Co-­‐Founder
Required
商务精英
• PhD,
High
Energy
Physics,
Rutgers
University
• Deep
connec8ons
in
China
有强大关系网
• BE,
Mechanical
&
Electrical
Engineering,
Beijing
Inst
of
Tech
• Passionate
about
mobile
致力于移动
• Crea8ve
yet
prac8cal
in
execu8on
创新与执行力
Maggie
Woo,
HR
&
RecruiKng
• Overseeing
partnership
and
biz
development
• 4
years
as
Google
HR
&
Recrui8ng
manager
主管合作与扩展
• BS,
Computer
Science,
Shanghai
Jiao
Tong
University,
MS,
Computer
Science,
Na8onal
University
of
Singapore
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15. The
origin
of
Julu
Mobile:
Julu
(巨鹿)
means
“Great
Deer”
in
Mandarin,
and
is
the
name
of
a
bakle
in
the
Qin
dynasty
(207
B.C.)
in
which
a
small
force
overcame
a
much
larger
force
through
determina8on
and
cunning.
巨鹿移动的名字来源于秦朝末期的 巨鹿之战 ： 项羽楚军少而精的部
队凭着决心和智慧，破斧沉舟，战胜了强大的秦军，推动了改朝换代。
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