1. Mobile Advertising - Introduction
Arlen Coupland Zielona Góra JUG

2. Who am I?
I’ve worked for OpenX for 9+ years, since its conception in London
In 2007 I moved to Wrocław with my Wife and Daughter
In 2012 I opened an office in Zielona Góra for OpenX
We currently have 10 employees in ZG
Have worked with eBay, Samsung, King.com, New York Times, and Walmart in their advertising solutions.

3. OpenX Overview
OpenX is a global leader in digital and mobile advertising technology.
Experienced team
Top clients
Leading investors
Accolades
5 Trillion total ad transactions
300+ Billion monthly ad transactions
15+ Billion daily bids (buyers)
$150M+ revenue
#7 Forbes’ Most Promising Companies
300+ employees
$75M+ funding to date
Offices: Los Angeles (HQ), NY, SF, London, Munich and Tokyo

4. Who are you?
Freelancer: One-person shop No time for managing ads. Very few direct-sold ads. You just want a solution that delivers ads as best as it can.
Mid-tier: Tech-only company looking to monetize. You don’t have a direct sales team, but you do have a budget for solutions and to pay for mediation and optimization.
High-tier: Tech company with sales team You have direct relationships with advertisers and wish to manage your advertising and possibly pay for optimization

5. Basics of Advertising
Adservers Technology without Content. You have control to manage advertisements and inventory.
Networks / Exchanges: You sign up and they provide advertising to you. Networks are typically 100% Sell-Through while Exchanges are limited by a floor price and content guidelines
SSP: Supply Side Platforms Provides adserver functionality combined with a set of networks trafficked and optimized by the vendor. Allows you to direct book ads while having the back-fill optimized across partners

6. Basics of Advertising
Terminology Publisher – Supply – The site/app that wishes to receive ads Advertiser – Demand – The advertiser that wishes to provide ads
Billing Adservers: Often billed a small amount per-request. Alternatively, can be a flat monthly rate or a % of revenue. Networks: Typically they charge the advertiser, not the publisher.
Payment: CPM = Cost per Mille ($1 CPM = you receive $1 for showing ads) eCPM = effective CPM. Converts all different payment types into 1 rate. CPC = Cost per Click CPI / CPA = Cost per Install / Cost per Action

7. Mobile Advertising Nobody knows anything
It is still new. The history is not as long as it may seem. In 2009, 15% of mobile users were on smart phones. SMS and WAP advertisement was still a focus.
It’s a great place for DISRUPTION – it is not too late
Two types of mobile: Mobile Web and Mobile App. Mobile Web has largely merged with Desktop in terms of technology
Tablet vs Phone: Screen size consideration
Content types: Games, interaction-driven apps, content-driven apps

8. Mobile Advertising
Ad Formats: Display Overlay, full-page, footer

9. Mobile Advertising
Ad Formats: Video – pre/mid/post roll, overlay

10. Mobile Advertising
Ad Formats: Native – integrate with your content

11. Why Mobile and Why Now

12. Mobile Consumption: Games and Social

13. Games sessions up 20-x in 2 years
100 of top 150 Apps are games

14. The Mobile Ad Exchange Ecosystem
AdServers
Networks
Video
Doubleclick (Google) OpenX MediaMind Mopub
Admob (Google) OpenX RevMob (CPI) Mopub
Celtra
Kargo
Zumobi
Choose the partner you want based on:
Ad Format
Demand Requirement: Country, Price, Fillrate, Direct booking
SDK Support

15. SDK Integration Network may require direct SDK integration
If you integrate with an AdServer or SSP, this can supply ads from multiple networks with only 1 integration
Configure event listeners
Display different ads based on screen orientation
Unity 3D integration
MRAID compatibility
Ad Safety – report bad ads, prevent hijacking

16. SDK Integration – XML Layout
<?xml version="1.0" encoding="utf-8"?> <RelativeLayout xmlns:android=" android:layout_width="match_parent" android:layout_height="match_parent"> <com.openx.view.AdBanner android:layout_height="wrap_content" android:layout_alignParentTop="true" android:layout_centerHorizontal="true" autorefreshinterval="milliseconds" domain="example.domain.com" adUnitID="your_ad_unit_ID" autoStartLoading="true"/> </RelativeLayout>

17. SDK Integration – In-Code
// This creates the banner ad with the parameters needed AdBanner banner = new AdBanner(context, "example.domain.com", "12345"); // Set a refresh rate banner.setAdChangeInterval(15000); //This adds the banner to a parent view addView(banner); //Set auto-load to false if you do not want the ad banner to load automatically. The default is true. adBanner.setAutoStartLoading(false);

18. SDK Integration – In-Code options
OXAdRequest adRequest = new OXAdRequest(); AdCallParameters params = new AdCallParameters(); params.setUserAge(30); params.setDma("803"); params.setUserGender(OXMGender.MALE); params.setUserMaritalStatus(OXMMaritalStatus.SINGLE); params.setAppStoreMarketUrl(" etails?id=com.example.myapp"); adRequest.setAdCallParams(params); adBanner.setFadeDuration(500); adBanner.load(adRequest);

19. SDK Integration – Event Listeners
AdEventsListener listener = new public void onAdFailedToLoad(AdError error) { // TODO Auto-generated method stub } public void onAdDidLoad() { public void onAdClosed() { public void onAdClicked() { }; banner.setAdEventsListener(listener);

20. How App Developers Make Money
In-App Purchase
Offer Wall
Subscription
Advertising
Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android
60% of smartphone users prefer free apps. 87% of Facebook users.
60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level
Source: Harris interactive, Aug 2012

21. How App Developers Make Money
In-App Purchase
Offer Wall
Subscription
Advertising
Less than 1% of revenue typically came from Paid, ad-free versions of Free apps, on Android
60% of smartphone users prefer free apps. 87% of Facebook users.
60% of smartphone owners preferred immersive & interactive ads such as offers for virtual rewards or an interactive video after completing a level
Source: Harris interactive, Aug 2012

22. How App Developers Make Money
Users don’t like to pay for apps
Users don’t like intrusive ads
Users want to support developers and are fine with well placed ads

23. Typical Payment Rates
Typical earnings are around $1 eCPM, but its possible to earn much more or much less
AdMob, InMobi - $1.00 eCPM, large inventory
Leadbolt - $3.5 eCPM, medium inventory
Madvertise - $6.00 eCPM, small inventory
RevMob - $6.50 eCPM, interstitial ads only, small inventory

24. Increase your rates Have multiple networks and chain through them
Have well placed ads with high rates for performing actions (CPI) at times when users find it acceptable to do so
Have data on your users
Integration: Facebook, LinkedIn
Advertisers target based on user data. Females, = $12.92 eCPM Males, = $3.52 eCPM
Content type is also used for targeting. Weather = $1.24 eCPM Games = $0.51 eCPM
Tablet owners are more receptive to ads

25. Usage style: Tablet vs Phone

26. People use Mobile for Commerce
Researching products while mobile
Checking prices and availability
Checking store locations
Taking pictures of products and sending to friends

27. Disrupt the market Top needs of Mobile: Ad Quality and Ad Reporting
More direct ad integration: Native, Action-based ads, ad timing
User Data integration
Network partner chains
Take lessons from the US, use them in PL + EU

28. Resources IAB – Internet Advertising Bureau IAB Polska – iab.org.pl
Mobile Online w Polsce pdf
bit.ly/1zdDus3

29. We are hiring arlen@openx.com | 513 211 806
Work with large, name-brand clients.
Compete directly with Google.
International, supportive team. Opportunity to travel, but it isn’t required. ZG Office: Foosball, Ping Pong, Lunches, relaxed atmosphere Two positions immediately available: - Implementation Engineer - NOC Engineer Future: QA, Python + JAVA Developers, Front end Developers,