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Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Heiko Kasper, twitter: @mobihektor
Smoo...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
ÜBERSICHT
• Mobile First…
• Entwicklung...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Source: 2015 Marketing Fact Pack by Adv...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Mobile Datenvolumen wachsen rasend
70% ...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Source:
Digital, Social
and Mobile in
2...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Null Apps
laden sich viele Nutzer pro M...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
ÜBERSICHT
• Mobile First…
• Entwicklung...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Mobile RTA Entwicklung
stark wachsendes...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Mobile Reichweite ohne Ende …
Relevante...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Mobile Reichweite ohne Ende …
Was ist d...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
ÜBERSICHT
• Mobile First…
• Entwicklung...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#1 Was macht Mobile RTA so anders?
Infr...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#2 Was macht Mobile RTA so anders?
Stic...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#3 Was macht Mobile RTA so anders?
Spez...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
• Gegenüber dem klassischen Desktop Mar...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#2 Was macht Mobile RTA so besonders?
D...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
ÜBERSICHT
• Mobile First…
• Entwicklung...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#1 Mobile RTA richtig einsetzen
Das Tal...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#2 Mobile RTA richtig einsetzen
Erfolgs...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#3 Mobile RTA richtig einsetzen
Definit...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#4 Mobile RTA richtig einsetzen
Definit...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#5 Mobile RTA richtig einsetzen
Analyse...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#6 Mobile RTA richtig einsetzen
Analyse...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
#7 Mobile RTA richtig einsetzen
Analyse...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
ÜBERSICHT
• Mobile First…
• Entwicklung...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Smooth Mobile Advertising
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
Kampagnen & Kunden
die über Splicky Mob...
Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
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A short introduction into Mobile Real-Time-Advertising. Challenges, Benefits, use tracking, available publishers and performancebased campaign optimization.

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    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

tactixx Splicky Mobile DSP heiko kasper 25032015

  1. 1. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Heiko Kasper, twitter: @mobihektor Smooth Sales at Splicky twitter: @SplickyDSP 25/03/2015 11.30 – 12.00 Uhr “Mobiles RTA für Advertiser und Affiliates – mehr Transparenz und Reichweite für mobile Performance-Display-Kampagnen“
  2. 2. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 ÜBERSICHT • Mobile First… • Entwicklung & relevantes Inventar via RTA • Besonderheiten des mobilen Echtzeithandels • Mobile RTA richtig einsetzen • Smooth Mobile Advertising
  3. 3. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Source: 2015 Marketing Fact Pack by Advertising Age Nutzungszeit über Mobile Geräte übersteigt PC & TV in 2014
  4. 4. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Mobile Datenvolumen wachsen rasend 70% Wachstumsrate von Q4- 2013 zu Q4-2014 Source: Digital, Social and Mobile in 2015 by We Are Social
  5. 5. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Source: Digital, Social and Mobile in 2015 by We Are Social 1/3 des WWWeb-Traffic ist Mobile Höchste Zuwachsraten
  6. 6. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Null Apps laden sich viele Nutzer pro Monat herunter
  7. 7. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 ÜBERSICHT • Mobile First… • Entwicklung & relevantes Inventar via RTA • Besonderheiten des mobilen Echtzeithandels • Mobile RTA richtig einsetzen • Smooth Mobile Advertising
  8. 8. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Mobile RTA Entwicklung stark wachsendes App Inventar - verfügbar via RTA http://datamonk.com/infographic-mobile-programmatic-a-breakdown-of-2014/
  9. 9. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Mobile Reichweite ohne Ende … Relevantes Inventar ist via Publisher und SSPs vorhanden Sell Side Platform (SSP)Publisher (Auszug) …Mehr als 8 Mio. Apps/ Sites… 1) 2) …Mehr als 8 Mrd. Request pro Tag… 1) 1) Weltweite Messung via Splicky DSP Januar 2015. 2) Apps können mehrfach vertreten sein.
  10. 10. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Mobile Reichweite ohne Ende … Was ist das richtige Inventar ? Sell Side Platform (SSP)Publisher …Mehr als 8 Mio. Apps/ Sites… 1) 2) …Mehr als 8 Mrd. Request pro Tag… 1) 1) Weltweite Messung via Splicky DSP Januar 2015. 2) Apps können mehrfach vertreten sein. Fragen: 1) Wer sind die relevanten Nutzer / Zielgruppe ? 2) Wo können diese erreicht werden? 3) Muss zwingend eine Umfeld-Platzierung erfolgen? 4) Was ist eigentlich Premium – Inventar im Jahr 2015? 5) Was ist das Kampagnenziel?
  11. 11. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 ÜBERSICHT • Mobile First… • Entwicklung & relevantes Inventar via RTA • Besonderheiten des mobilen Echtzeithandels • Mobile RTA richtig einsetzen • Smooth Mobile Advertising
  12. 12. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #1 Was macht Mobile RTA so anders? Infrastrukturelle und technische Bedingungen Mobile Real-Time-Advertising: • Technisch fragmentiertes Umfeld • Devices • Browser • Hersteller • Werbemittelstandards (MMA Standard, IAB, Native Ad) • Geschlossene App-Ökosysteme • Je nach Land 60-80% des verfügbaren Inventars aus Apps • Nutzer sind möglicherweise unterwegs
  13. 13. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #2 Was macht Mobile RTA so anders? Stichwort: PostCookie World Quelle: IAB • Abhilfe können Advertsing IDs schaffen (Apple, Google, Windows) • Cookies, nur bedingt einsetzbar, daher Unterschiede bei der Wiederer- kennung der User und des Trackings, sowie in der Verwendung von Daten. Lesetipp: http://www.iab.net/media/file/IABPostCookieWhitepaper.pdf
  14. 14. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #3 Was macht Mobile RTA so anders? Spezialisiertes Tracking ermöglicht bessere Optimierung • Ohne ein funktionierendes App-Tracking ist eine Kampagnenoptimierung nur bedingt möglich. • 3rd Party Tracking Systeme wie MAT by Tune , AD-X, Kochava, adjust.io sowie Oplytic und Sponsormob, u.a. sind möglich. • Advertising IDs der Betriebssysteme können für ein Retargeting sinnvoll eingesetzt werden. • STICHWORT - POST COOKIE Lesetipp: http://www.iab.net/media/file/IABPostCookieWhitepaper.pdf
  15. 15. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 • Gegenüber dem klassischen Desktop Marketing bietet der mobile Kanal vielfältige und in Kombination eindeutige Targeting-Optionen: • Advertising IDs (Apple Identifier, Google Identifier) • Zeit & Land & Position • Betriebssystem • Device & Carrier oder Wifi • Content Kategorien • Apps oder Webtraffic • Audiences (DATEN) • Retargeting #1 Was macht Mobile RTA so besonders? Vielfältige, eindeutige Targeting-Optionen
  16. 16. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #2 Was macht Mobile RTA so besonders? Datengesteuerte Auslieferung dank Audiences möglich Re-Targeting auf zielgruppen- spezifische Audiences Ansprache von Audiences via lokaler Informationen in Echtzeit
  17. 17. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 ÜBERSICHT • Mobile First… • Entwicklung & relevantes Inventar via RTA • Besonderheiten des mobilen Echtzeithandels • Mobile RTA richtig einsetzen • Smooth Mobile Advertising
  18. 18. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #1 Mobile RTA richtig einsetzen Das Tal der Tränen – Return on Invest im Blick • RTA-Kampagnen benötigen Zeit und Budget, um Erkenntnisse zu sammeln, diese auszuwerten und somit später eine bessere Performance zu erzielen. Tal der Tränen Zeit Performance Gewinn/Verlust Start Analyse Optimierung Test weitere Publisher, Formate… Golden Nugget(s)
  19. 19. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #2 Mobile RTA richtig einsetzen Erfolgsfaktoren für Mobile RTA Kampagnen Fragen die beantwortet werden müssen bzw. Faktoren für den Erfolg von Mobile RTA Kampagnen: • Zeit und Budget • Was ist ein Kunde/Nutzer wert? • Funktionierendes Tracking der KPI • Was kostet die Werbung (Preis-Transparenz)? • Individuelle Zieldefinierung je App/Site • Möglichkeit zur Auswertung der Placements • Möglichkeit zur Nutzung von Daten • Gute Kreation – erfolgreiche Werbemittel • Möglichkeit Daten zu interpretieren • Bauchgefühl abschalten!
  20. 20. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #3 Mobile RTA richtig einsetzen Definition der Bid-Strategie - Exkurs „Branding“ CPM CPC Kampagnenziel: Branding Zielgruppen-Targeting & Transparenz Black- / Whitelisting & Private Marketplaces Einzelne Publisher (Apps/Sites) sowie teilweise einzelne Platzierungen innerhalb der Publisher können belegt werden.
  21. 21. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #4 Mobile RTA richtig einsetzen Definition der Bid-Strategie für Mobile „Performance“ CPM CPA Ziel CPC Ziel Kampagnenziel: Performance • Ergebnis • Evaluation • Optimierung  Weg von der reinen Click-through-Rate Betrachtung hin zu Conversion-Optimierung
  22. 22. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #5 Mobile RTA richtig einsetzen Analyse „gestern“ – auf Netzwerkebene Anpassung 1 Anpassung 2 Auswirkung
  23. 23. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #6 Mobile RTA richtig einsetzen Analysen „heute“ – Mehrdimensional
  24. 24. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 #7 Mobile RTA richtig einsetzen Analysen „heute“ – Mehrdimensional
  25. 25. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 ÜBERSICHT • Mobile First… • Entwicklung & relevantes Inventar via RTA • Besonderheiten des mobilen Echtzeithandels • Mobile RTA richtig einsetzen • Smooth Mobile Advertising
  26. 26. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Smooth Mobile Advertising
  27. 27. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014
  28. 28. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Kampagnen & Kunden die über Splicky Mobile DSP gelaufen sind
  29. 29. Mobile RTA für Advertiser und Affiliates | Heiko Kasper, Smooth Sales | 25.03.2014 Vielen Dank für Ihre Aufmerksamkeit! Webseite: www.splicky.com Kontakt: sales@splicky.com Powered by Sponsormob Inc. & Jaduda GmbH Splicky - Mit Sitz in Berlin

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