Three trends in Mobile Marketing for 2016 and beyond

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1
Mobile UA 2.0: Three Trends in Mobile
Marketing for 2016 and Beyond
Eric Benjamin Seufert - Heracles

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Eric Benjamin Seufert
PRESENTATION TITLE TEXT

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Eric Benjamin Seufert
PRESENTATION TITLE TEXT

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Eric Benjamin Seufert
PRESENTATION TITLE TEXT
Formerly:

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Über Points:

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STATE OF THE APP ECONOMY
Über Points:
- People aren't downloading many apps;

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Über Points:
- People aren't downloading many apps;
- Large companies own disproportionate amount of mobile
time;

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Über Points:
- People aren't downloading many apps;
- Large companies own disproportionate amount of mobile
time;
- Smartphone sales are driven by replacement in the western
world.

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Über Points:
- App discovery is driven completely by marketing;

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
US MOBILE
AD SPEND:
2015: $32BN
2016: $44BN
2017: $53BN
2018: $61BN
2019: $69BN
2020: $77BN

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Über Points:
- App discovery is driven completely by marketing;
- Saturation in the app economy has limited the "pull" factor for
discovery and rewarded developers that are capable of
"pushing" people into apps (either via direct response ads or
intent-driven search).

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY

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STATE OF THE APP ECONOMY
Thesis:
- The app economy is saturated, installs are driven by
advertising;

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STATE OF THE APP ECONOMY
Thesis:
- The app economy is saturated, installs are driven by
advertising;
- Sophisticated mobile user acquisition is table stakes for
participating;

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STATE OF THE APP ECONOMY
Thesis:
- The app economy is saturated, installs are driven by
advertising;
- Sophisticated mobile user acquisition is table stakes for
participating;
- The largest developers are increasingly driving discovery
through non-direct advertising.

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THREE TRENDS

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THREE TRENDS
1) Increasing importance of cross-device attribution;

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THREE TRENDS
1) Increasing importance of cross-device attribution;
2) Growing importance of fraud detection / prevention;

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THREE TRENDS
1) Increasing importance of cross-device attribution;
2) Growing importance of fraud detection / prevention;
3) Dominance of video.

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CROSS DEVICE ATTRIBUTION

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CROSS DEVICE ATTRIBUTION
- Programmatic buying is growing on mobile;

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CROSS DEVICE ATTRIBUTION

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CROSS DEVICE ATTRIBUTION
- Programmatic buying is growing on mobile;
- Second-screen ad campaigns, video-first ad campaigns,
and TV ad campaigns are becoming more important for
developers;

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CROSS DEVICE ATTRIBUTION

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CROSS DEVICE ATTRIBUTION

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CROSS DEVICE ATTRIBUTION
- In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;

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CROSS DEVICE ATTRIBUTION
- In order to scale, advertisers will need to track video views
across multiple devices in order to calculate ROI;
- Deterministic matching will further accelerate development of
walled gardens.

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;
- Many advertisers are surrendering precious margin to ad
fraud they can't combat;

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;
- Many advertisers are surrendering precious margin to ad
fraud they can't combat;
- It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies:

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GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;
- Many advertisers are surrendering precious margin to ad
fraud they can't combat;
- It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies:
- Technology Solutions (high cost, high impact);

50. #MAU2016
GROWING IMPORTANCE OF FRAUD
DETECTION / PREVENTION
- Mobile fraud is becoming a big problem for advertisers;
- Many advertisers are surrendering precious margin to ad
fraud they can't combat;
- It's important for advertisers to understand fraud and
balance costs against detection / prevention strategies:
- Technology Solutions (high cost, high impact);
- Relationship Solutions (low cost, medium impact).

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DOMINANCE OF VIDEO

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DOMINANCE OF VIDEO
- Video is becoming the dominant format for quality traffic on
mobile;

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DOMINANCE OF VIDEO

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DOMINANCE OF VIDEO
- Video is becoming the dominant format for quality traffic on
mobile;
- Not only that, but it's the format of new inventory:

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DOMINANCE OF VIDEO
- Video is becoming the dominant format for quality traffic on
mobile;
- Not only that, but it's the format of new inventory:

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DOMINANCE OF VIDEO
- Video is becoming the dominant format for quality traffic on
mobile;
- Not only that, but it's the format of new inventory:
- A video strategy is critically important not only to advertisers
but to publishers;

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DOMINANCE OF VIDEO

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DOMINANCE OF VIDEO
- Video is becoming the dominant format for quality traffic on
mobile;
- Not only that, but it's the format of new inventory:
- A video strategy is critically important not only to advertisers
but to publishers;
- Native, seamless video ad placements are becoming
important sources of revenue for developers.

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THANK YOU!
eric@hrcls.co
@eric_seufert
mobiledevmemo.com