Performance Benchmark Mobile 2014
Adform recently released their Rich Media 1 HY 2014 Benchmark Report, in order to help agencies and marketers understand how their campaigns performed against those of their peers. Data for this report is derived from display campaigns executed on the Adform Platform from Europe and US. Data is covering the first and second quarter of 2014 all in all 210 billion impressions.
Adform_Benchmark Mobile
ThumbAd 1 HY2014_benchmark report
ThumbAd case study June-2014
8 Reasons Why Targeted Campaigns Spell “SUPER ADS”
At ThumbAd, we take our Targeted campaigns to the next level by building and utilising audience profiles to deliver the best ads to relevant users, resulting in higher campaign performance.
Don’t waste your marketing budget on free-flying ads across the internet!
*Average CTR Norway on Mobile & Tablet is 0,1% (source; AdForm)
While understanding the uses of these common mobile KPIs is important, choosing which KPI goals to set is a task that needs to be tailored to your business. Set clear, measurable goals and reassess at specific intervals. Success requires sustained effort, so take it one step at a time.
Everyone knows it’s important to set KPIs for their mobile marketing, but where should you start? Even though Click Through Rates (CTR) is claimed to be a less important KPI, everything starts with a click. Other KPI´s like Cost Per Download (CPD), Click to Conversion Rate, Cost Per Visit (CPV), Cost Per Acquisition (CPA) and Lifetime Value (LTV) is determined by the greatness in creating ads and the user friendliness among others.
1. Specific
- Targeted campaigns are specific. You can find the exact target market you’re seeking for any given campaign based on your campaign’s objectives.
2. User-friendly
- Consumers are more apt to “notice” ads that are suitable to them and their interests. Rather than being a nuisance, the ad is an aid.
3. Performance Enhancing
- Campaign performance is better when running Targeted ads because they are “user-friendly.”
4. Efficiency
- If you want to reach your ideal audience, why spend tons of money tossing advertisements around blindly when you can just add some specific targeting and find your ideal audience straight away?
5. Relevancy
- Targeted ads are only shown to those users who are interested in the product.
6. Action-Packed
- Ad interaction from users happens more often when the ad shown is relevant to their own interest profile.
7. Detailed
- Targeted ads can be as detailed as needed in order to achieve overall campaign goals. Want to targeted a car ad to men ages 22-35, live in Oslo, have browsed cars recently online, and like sports? No problem…ThumbAd can help with that.
8. Satisfaction
- Get satisfaction in knowing your ads are being shown to relevant viewers, when it matters most.
By taking the full advantage of Analysing online behaviour, based upon Big Data and Algoritms – ThumbAd help Advertisers succeed to Target their Audience in Real-Time! Feel free to reach out to learn more.
Target Your Audience – Why Not Start With Tablets?
Do you spend all your marketing dollars without being sure that you are able to target your ideal audience? All business is currently mobile business, yet 1 of 3 businesses provide services for PC users only!
There is no reason to argue about the importance of mobile anymore. 50% of online consumption happens on mobile, being mobile+tablets. Major brands are lacking behind when it comes to meeting the customer expectations on mobile. The mobile pages is not there, the functionality we expect is not there – we still need to zoom on our mobile phone on 3 og three mobile pages we visit to actually get it!
Seeing is believing, also for brands. Tablet´s might be a reasonable starting point by providing answers to Brands in the performance of advertising on PC vs Mobile (Tablet). Answers given might speed up the urgency of setting up a mobile page ASAP! The alternative is loosing new and current customers.
Look closely on the picture to find the black ● with the white circle. The ● indicate 10 million impressions delivered or a NOK 500,000 budget. Not very visual? Nor are your ads being the reason to Target YOUR Ads!
ThumbAd is a network providing advertising on Tablet´s an Mobile. They currently offer 10 million unique users throughout Scandinavia whereof 40% of browsing comes from Tablets and 60% from Mobile.
There is not such a problem as a capacity question when it comes to simply deliver mobile ads. Numbers from AdForm in oct-13 indicate the opportunity of delivering 3.65 billion impressions per month to a norwegian audience only. With such impressive numbers, the key is to find your ideal audience, not only to deliver ads! From time to time some Publishers claim to be “sold out” on ads, the good new is that there is multiple alternatives to get reach, and to target your audience! ThumbAd´s unique technology, based on real time analytic´s, makes sure to deliver ads to the ideal customer in the right context.
These are some of the contextual opportunities ThumbAd place mobile ads, across aprox 20,000 mobile sites;
- Arts & Entertainment
- Autos & Vehicles
- Beauty & Personal Care
- Books & Literature
- Business & Industry
- Computers & Electronics
- Education
- Finance
- Food & Drink
- Games
- Health
- Home & Garden
- Internet & Telecom
- Law & Government
- Lifestyles
- News
- Online Communities
- Pets & Animals
- Real Estate
- Recreation
- Reference & Language
- Science
- Shopping
- Sports
- Travel
- World Localities
Spend Every Mobile Marketing Dollar Wisely!
The days are (soon) over where “blind ads” are sprinkled throughout the mobile web. The demand from advertisers to gain more efficiency from their advertisements has driven the need to offer various forms of audience segmentation and targeting of advertising, ranging from the opportunity to target based on content, via device, location, time-of-day, and other contexts of the users, to more advanced end-user-related aspects, such as user interests and intent, demographics etc.
Half the money I spend on advertising is wasted; Does this still apply?
To give advertisers more insight to learn their online customer to know is a key. To provide new insight into what users are doing on advertiser sites in real time is a game changer. Based on such analysis, advertisers are able to tailor their mobile advertising campaigns to pinpoint and influence existing customers as well as winning new ones. By building user-profiles, and to match these in available publisher inventory across multiple sites in real time – makes the big difference!
Adding Advertisers customer data from any databases such as CRM, makes it possible to target even better. Engagement and conversions improves substantially when Advertiser classify customers based on for example purchase history. With real-time monitoring and analytics, the result is instant gratification and extraordinary insight into response, trends and audience clusters.
Spend every marketing dollar wisely, whether you choose text advertising, image and banner advertising, or dynamic video and rich-media advertising formats.
A tribute to John Wanamaker (1838 – 1922), a US department store merchant back in the old days
Half the money I spend on advertising is wasted; the trouble is I don’t know which half
Agency
Your client wants more, and you need to give it to them. Support your clients with the best advertising tools on mobile targeting with Thumbad. We give you the insights you need and are looking for. Our full suite of reporting and analytics tools helps you to always manage a campaign to ensure optimal performance!
ThumbAd deliver more than 600,000,000 impressions within Scandinavia whereof 60% is Mobile and the rest Tablet´s to reach 9,500,000 unique users! The ads can be geo targeted to reach 130 million impressions for Norway to reach 2 million unique users, 270 million impressions for Sweden to reach 4.5 million unique users and 200 million impressions for Denmark to reach 3 million unique users, on a monthly basis.
Are You Set To Explore Mobile Advertising?
If you are set to explore mobile advertising delivered differently before turning into 2014, you´ll find the best team out there to support and help you out!
According to Oliva Pollard, the new AdOps & Traffic Director in ThumbAd, they offer various forms of audience segmentation and targeting of advertising. All ranging from content targeting (e.g., based on a section of a news publication), device targeting, location, time-of-day, and other contexts of the users, to more advanced end-user-related aspects.
On top of this, advertisers also want to purchase advertising using different business models, ranging from the conventional fixed-price tenancy or sponsorship models, via impression-based (CPM) models, to more advanced performance-based (CPC and CPA) advertising models.
Even though ThumbAd currently only offers a CPM model, test-studies show amazing results once Pollard started tweaking the segments and targeting;
ThumbAd recently moved into a awesome office in downtown Oslo. The word on the street says the coffee over there is great, and the company even better. It´s strongly recommended to drop by if you have the opportunity!
Are Mobile Ad Networks Under Threat?
Mobile Ad Networks aggregate advertising inventory and match it with advertisers, much as online ad networks do. Billions of consumers is carrying around Internet-connected mobile devices for up to 16 hours a day whereof the Mobile audience has exploded. Now it´s all about targeting the audience – and give them what they deserve!
“Ad networks play an important role in mobile [because the] audience is fragmented across a large number of devices and publishers,” says Michael Collins, CEO of mobile ad agency Joule. “The role of the network is that they are able to aggregate audience at scale. There are many [networks] all at different stages of their evolution, some stronger and more robust, but still a good amount of innovation is going on in the market.”
Mobile ad networks face pressure from demand-side platforms (DSPs). These function similarly to ad networks, in the sense that they help match advertisers with inventory. Core RTB tasks is to selects the ad network that can best monetize ad space and impression to optimize eCPM between Publisher and Advertiser. The itchy part for DSP´s, is their lack of capability to laser-focus on utilizing customer data as the key ingredient of each customer-facing activity!
This is the bottom line conclusion from a very interesting BI Intelligence report;
- Only the largest publishers have the size and scale to go it alone in mobile advertising.
- Mobile ad networks are being squeezed by ad exchanges and DSPs (demand-side platforms), but can maintain their central position if they keep an edge in audience targeting and measurement.
- Many brands lack the mobile destinations necessary for an effective mobile ad campaign.
- Mobile marketing can produce as much or more revenue for agencies as mobile advertising alone.
- Mobile native ad formats are finding success with TV-style content break ads, and opt-in reward schemes.
I could not agree more on the conclusions in this report. Mobile Ad Networks can perfectly well live side by side with DSP´s and Ad Exchanges assumed a unique positioning within a crowded ecosystem. We believe in keeping everything simple and pure by matching audience and brand seamlessly, says Tor Olav Haugen, co-founder in ThumbAd.com. Combining Mobile Ad Networks with RTB will actually benefit both Publisher [improved eCPM] and Advertiser [right audience]!
According to Mr. Haugen ThumbAd is offering three Ad products to Advertisers and Agencies adding value to both Publisher and Advertiser;
- Broad reach across multiple Publishers delivering Mobile Display Ads
- Advanced targeted advertising based on relevance, real-time targeting and contextual behaviour
- Local advertising based on the end user’s physical location
About
ThumbAd.com is the owner of a successful and innovative Mobile Advertising Platform. The company monetizes, add value and deliver additional advertising revenue to Publishers, and offer a unique expertise for Advertisers. The Company delivers Better Mobile Click Through Rates by Contextual Relevancy and Real Time Targeting.Extraordinary Mobile Insight & Real Time Bidding Next Up!
Real-time bidding, or RTB, is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page.
On the desktop it’s a powerful technique to deliver the right ad to the right consumer at the right time and place. On mobile, it could be more powerful since consumers take their devices everywhere.
RTB combined with “big data” real time analytic´s gives an extraordinary insight, creating a win-win scenario for Advertisers and Publishers, according to Tor Olav Haugen, co-founder in ThumbAd.com. In order to perform in the Mobile Advertising space of today, longterm focus is required in order to deliver higher retention rates, customer lifetime value growth, and revenue growth to our customers.
Leveraging on customer data;
- Individual level tracking of each customer and visitor, rather than the “impression” or the “traffic data”.
- Tie numbers to actual customers rather than looking at them as “uniques”;
- track customers across multiple devices Track a single customer everywhere, across all their devices, no matter how many there are
- Be laser-focused on utilizing customer data as the key ingredient of each customer-facing activity
However fast growing Mobile is, the user numbers are still not yet big enough for publishers to dedicate direct-sales resources to the channel, and given the legwork and tech complications that still surround it, there’s just no simple way to combine the desktop-plus-mobile buy.
premium publishers realizing they could cut out the legwork and overheads of direct deals, but apply exactly the same stringent rules around transparency, pricing and exclusivity, while fully leveraging their data assets. And though mobile real-time bidding is embryonic, as are private marketplaces in mobile, there’s no reason why exactly the same improvements in efficiency couldn’t be applied to this channel, too.
In conclusion, if mobile advertising were a simple bolt-on to programmatically traded display, complete with quality mobile sites and apps, and similar controls to the ones publishers are used to when they sell direct, the sky becomes the limit – according to Jay Stevens is senior vice-president and general manager, international, at the Rubicon Project
About
ThumbAd.com is the owner of a successful and innovative Mobile Advertising Platform. The company monetizes, add value and deliver additional advertising revenue to Publishers, and offer a unique expertise for Advertisers. The Company delivers Better Mobile Click Through Rates by Contextual Relevancy and Real Time Targeting. The company’s web site contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.Mobile Search & Ads Goes Hand in Hand
Marketers spent $2.8 billion in 2012 on mobile search ads, compared with $1.6 billion in 2011 and $0.7 billion in 2010. Growth rates have slowed significantly, down from 195% in 2010 to 127% in 2011 to 68% in 2012. Google still dominates the market with gross revenue of $2,166 million, and a gross market share of 79%.
IDC’s U.S. recently published a mobile advertising report with some interesting findings;
- Strong growth in mobile advertising spending in the United States continues, even if annual growth rates continue to decline: the market grew by 88% in 2012 (down from 125% in 2011) to a total of $4.5 billion (up from $2.4 billion in 2011). Mobile market share within all digital advertising reached 11% in 2012, up from 7% in 2011. For 2013, IDC expects a growth rate of 55–65%, with spending coming in around $7 billion, for the United States.
- Mobile display advertising has increased its market share of total mobile spending by no less than 8 percentage points to 39%, versus 61% for search ads, in 2012. Mobile display ads attracted $1.7 billion in 2012 compared with $0.7 billion in 2011. Growth rates have picked up again in 2012 after a dip in 2011. They were at 134% in 2010, 118% in 2011, and 132% in 2012.
Source: Google/Nielsen Life360 Mobile Search Moments
- Among mobile publishers selling display advertising, Facebook was the number 1 company in 2012 ($234 million gross revenue), followed by Pandora ($229 million) with Twitter coming in third ($117 million). In the ad network segment, not much has changed. Google still holds the top spot ($243 million). One change is that Millennial Media ($151 million) has taken over Apple ($125 million) to claim the number 2 spot. Jumptap remains number 4 ($90 million).
Karsten Weide, Vice President of Media & Entertainment at IDC.
Networks, especially independent ones, are entering a difficult phase, in which, with an ever smaller share of revenue, they’ll have to compete with publishers, which will only grow in strength.
Tor Olav Haugen, CEO in ThumbAd.com;
Networks must rethink their approach vs Publishers and Advertisers. Without delivering added value at eCPM, Ad Inventory or CTR I´m afraid many Ad Networks will loose market-shares. ThumbAd has a proven model to meet the supply and demand in the market adding substantial value to both Publisher and Advertiser.
About
ThumbAd.com is the owner of a successful and innovative Mobile Advertising Platform. The company monetizes, add value and deliver additional advertising revenue to Publishers, and offer a unique expertise for Advertisers. The Company delivers Better Mobile Click Through Rates by Contextual Relevancy and Real Time Targeting. The company’s web site contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.Mobile Advertising Grows So Fast…
Web advertising dollars are transitioning from desktop to mobile much more quickly than previously anticipated — and that has eMarketer boosting its 2013 mobile-advertising forecast. According to the firm, U.S. mobile advertising will be a $7.29 billion industry in 2013, $100 million more than eMarketer projected in December 2012.
Marketers to Spend $100 Million More on Mobile Than Previously Projected, according to AdAge [complete article].
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