多屏幕世界中的广告投放（英文版）_23页_575kb

AD TARGETING IN A MULTI-SCREEN WORLD Summary

Core Content

The document explores the evolution and importance of mobile advertising in the context of a multi-screen world, emphasizing how device intelligence can enhance targeting and monetization across various platforms. It outlines the key components of the mobile advertising ecosystem, including device type, properties, location, and sensors, and discusses how these can be leveraged to deliver more effective and relevant advertisements.

Main Points

1. Mobile Advertising Growth

• Mobile advertising has become the de facto monetization system for apps and mobile web.
• Global mobile ad spend was $68.69 billion in 2015 and is expected to reach $195.55 billion by 2019.
• By 2016, mobile advertising is projected to account for nearly 51% of total ad spend.

2. Device Diversity

• The number of connected devices is expected to grow significantly, reaching 30 billion by 2020.
• Device types include wearables, mobile phones, e-readers, tablets, desktops, games consoles, and TVs.
• Device intelligence plays a crucial role in understanding user context and delivering more precise targeting.

3. Targeting Capabilities

• Device type provides context about user behavior (e.g., tablet users are likely to be in a sedentary context).
• Device properties such as screen size, OS, and network capabilities are vital for optimizing ad experience.
• Device location allows for hyper-local targeting via GPS or triangulation, which is more accurate than IP-based location.
• Mobile sensors (e.g., accelerometer, compass) can provide insights into user physical context (e.g., device orientation).

4. Advertising Platforms and Integration

• Device intelligence is integrated into advertising platforms to enable real-time targeting and campaign management.
• Key integration points include:
  • Campaign Management: Using device data to set targeting criteria.
  • Ad Serving: Optimizing ad content based on device capabilities.
  • Reporting/Analytics: Ensuring accurate data for performance measurement and alignment with major analytics platforms.

5. Real-Time Bidding (RTB)

• RTB is a standard protocol for enabling efficient ad inventory trading.
• It supports a rich set of metadata including device information, which is critical for accurate targeting.
• The DeviceObject in RTB provides detailed device data, including:
  • User-Agent (UA) string
  • IP address
  • Geolocation
  • Device make and model
  • Operating system and version
  • Connection type and other properties

6. Future of RTB and Device Targeting

• The RTB specification currently includes mobile, tablet, and PC but is expected to expand to include wearables, e-readers, and connected TVs.
• Device fragmentation is not a barrier but a targeting opportunity, enabling more precise ad delivery.
• The IAB and DeviceAtlas are working to expand the RTB standard to include more device types.

Key Information

• 6 billion mobile subscriptions globally.
• 46% of smartphone users and 43% of tablet users use their devices as second screens while watching TV.
• DeviceAtlas is a key device intelligence solution used in the advertising ecosystem.
• Fill rate, click-through rate (CTR), response time, and targeting accuracy are the four key metrics for evaluating a mobile ad network.
• Speed and accuracy in device detection are essential for RTB performance.
• RTB is expected to account for 48% of mobile and online display ad spend by 2020.

Conclusion

As device diversity continues to grow, the importance of device intelligence in the advertising ecosystem will also increase. Advertising platforms that can effectively leverage device data will be better positioned to target users accurately, optimize ad performance, and differentiate themselves in a competitive market. The future of mobile advertising is one of rapid evolution and increased personalization, driven by the proliferation of new device types and the integration of advanced targeting technologies.