Download - Paul Childs, Mopub
White Nights Mobile Games Conference St Petersburg June 27 – 28 2013 Paul Childs Vice President and General Manager EMEA [email protected] @paulchilds @mopub
MoPub gives publishers the tools to create a successful mobile advertising business § Founded by ex-Admob and ex-Google § Launched late 2010 § VC backed: Accel, Harison, Iris, Jafco
§ Processing 45b+ ads p/m § Estimated 500m unique users p/m § Current run rate $100m p/a 1)
San Francisco New York
London
Singapore
1) Techcrunch article 30 May 2013 : http://techcrunch.com/2013/05/30/mopub-100-million-revenue/
MoPub is the #1 ad server and exchange in the app economy Estimated 70+ staff by H1 2013 across 4 offices
mobile RTB makes sense
Non-RTB / SSPs / mediation / ad networks
Publishers/developers
Non-RTB / SSPs /
mediation / ad networks
Ad networks 1)
1) Source : List of ad networks from Mobile 2013 Lumascape
+ 200 more …."
Non-RTB model is broken for publishers
Non-RTB model!
Use legacy data to optimize"
Too many manual overrides"
Inventory partitioned off"
Not always highest price paid"
SSPs wearing multiple hats"
RTB model!
Per-impression bidding"
Automation"
All inventory in-play"
Highest price paid"
Marketplace economics"
Non-RTB model is broken for advertisers
Non-RTB model!
Price negotiation"
Inventory negotiation"
Delayed optimization"
Lack of margin transparency"
Lack of PUB transparency"
RTB model!
Marketplace sets the price"
Algorithmic"
Real-time optimization"
Margin transparency"
Publisher transparency"
How RTB works
Ad requests"
Winning bid"
Bid requests"
Bids + ads"
Ad server / RTB exchange
DSP n"
DSP 1"
DSP 2"
Auctions"
§ DSPs evaluate bid requests"§ Some respond with bids"§ Auction selects the highest bid"§ Winning ad is displayed"
2!
3!
4! 5!
6!
7!8!
9!
1!
Mobile RTB
Publishers
Mobile RTB Exchange
DSPs
+ 50 more …."
mobile RTB for publishers
MoPub Quarterly Insights Report:Core demand trend metrics
1) Source : MoPub Q1 2013 Quarterly Insights Report
- Mobile advertising had a slower than expected start to Q1 2013!
MoPub Quarterly Insights Report:Average monthly CPMs
1) Source : MoPub Q1 2013 Quarterly Insights Report
< 1%!spend!
- iOS users have iTunes account!- More likely / comfortable to purchase via mobile!
Poor CTV!
- Android disillusionment !
eCPM
!
MoPub Quarterly Insights Report:Average monthly CTRs
1) Source : MoPub Q1 2013 Quarterly Insights Report
CTR!
- Slow start to the year !- Buyers sought out less expensive access to high value iOS users!- Feb -> Mar brand budgets started with demand for higher priced and quality inventory!
iOS CTR = 2x Android!
Brand dollars!
MoPub Quarterly Insights Report:Ad spend share
1) Source : MoPub Q1 2013 Quarterly Insights Report
- Over 50% of ad spend on iPhone driven by spend from two different groups!- Decreased spend on Android after high end devices not delivering conversions!- Brand spend Feb -> Mar increased iPhone share of total ad spend!
MoPub Quarterly Insights Report:Rich media v static banners
1) Source : MoPub Q1 2013 Quarterly Insights Report
- MRAID ads generates CPMs and CTRs!- MRAID spend concentrated on iOS!- Android unable to capitalize on increased value from rich media!- Opportunity for other Android ad formats to steps and fill the void!
MoPub Quarterly Insights Report:Adoption of larger ad sizes grew exponentially
1) Source : MoPub Q1 2013 Quarterly Insights Report
- CTR of 480x320 10x CTR of 320x50!
- The disparity between interstitial size and standard size increased exponentially from Jan to Mar due to 1) increased demand, 2) new brand spend and 3) game developers aligning turn based games with interstitials!
- A larger image has a bigger impact due its ability to attract attention!
AVG 10 x!
mobile RTB for advertisers
When compared with non-RTB, mobile RTB provides significantly improved CTRs
1) Source : Adfonic Adsnap report on MobileRTB 2012
231%
191% 167%
138% 112% 103% 94%
67% 63% 54% 48%
Perfo
rman
ce u
plift
Uplift in CTRs for mobile RTB v non-RTB across advertiser verticals
- Across all verticals the average CTR uplift is 97% or double that of non-RTB!
CTR performance improves globally
1) Source : Adfonic Adsnap report on MobileRTB 2012
UK US AUS NEL FRA MEX CAN ESP GER ITA
100% 97%
80%
56% 53% 46% 45%
40%
27%
10%
Top 10 uplifts in CTR for mobile RTB v non-RTB across countries
Perfo
rman
ce u
plift
- UK delivers 2 x more clicks for the same number of impressions!
Rich media and mobile RTB is an explosive mix
1) Source : Adfonic Adsnap report on MobileRTB 2012
Non-rich media on non-RTB
Rich media on non-RTB +65% uplift compared to non rich media
Rich media on mobile RTB +53% uplift compared to rich media on non-RTB
165%
100%
218% - Quality and quantity of data enable the right bids to be made at the right price!
- Uplift triggered by enhanced format leading to increased likelihood to click!
Mobile RTB makes data work harder
1) Source : Adfonic Adsnap report on MobileRTB 2012
Age Gender
455%
669%
Perc
enta
ge in
crea
se
Increase in quantity of demographic data for mobile RTB V non-RTB
Effect of mobile RTB algorithmic optimization
1) Source : Adfonic Adsnap report on MobileRTB 2012
Submission rate Win rate
- 86%
428%
- Agencies and advertisers can bid far fewer times!- Yet win impressions at a far higher rate by targeting the right audience!
Uplift from mobile RTB v non-RTB on CTRs and eCPMs
48%
64%
CTR eCPM
1) Source : Adfonic Adsnap report on MobileRTB 2012
- Consequently, more efficIent algorithms have an impact on CTRs and eCPM!
mobile RTB case studies
Case study 1Half brick maker of Fruit Ninja
Challenge § Increase mobile ad revenue § Work with global user base
Action § Installed MoPub SDK § Access to publisher self-service tools § Participation in MoPub Marketplace § Per-country waterfalls to increase eCPM § Relationships directly with ad networks
Outcome!§ Increased monthly ad revenue by 2,5x "
Case study 2Optime Software
Challenge § Increase mobile ad revenue § Manage advertising quality
Action § Installed MoPub SDK § Optimised yield between ad networks and RTB § Participation in MoPub Marketplace § Creative control settings and customized
blocklists to ensure advertising is appropriate for family audiences
Outcome!§ eCPM increased by 15%"§ Managing a portfolio of 34 apps"
Talk mobile RTB with mopub Stand #G3