Date post: | 08-Jul-2015 |
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Jeremy Copp Dr Richard M MarshallCEO Founder and [email protected] [email protected]+44 7876 567742 +44 7785 394458
Dr Richard M MarshallFounder and [email protected]+44 7785 394458
Introducing Ad360
Contents
• Background• Ad360 Architecture• Advertiser Portal• Application Integration• Banners• WIP• WIF• SMS• MMS• USSD• Plugins
Confidential2
Background
• Customers are reluctant to pay for content
• Need some form of monetisation
• But mobile is fragmented:– Many channels needed
– Multiple forms of creative needed
• Applying ThinkPhone concepts and objectives– Simplify mobile advert delivery
– Remember it’s a phone, not computer or web terminal
– Develop best-for-mobile ad units
• Very strong and easy contextualisation
Confidential3
Fundamental principles
• Device diversity handled at source• Balance the conflicting needs of:
– Consumers– Advertisers– Publishers– Developers
• Ensure an open and flexible architecture– Support plug ins– Allow the addition of new ad units– Integrate readily with existing and new infrastructure– Session oriented
• Measurability
Confidential4
Key features
• Built specially for mobile – not recycled web tech
• Supports both volume and auction ad sales
• Supports click to call, click to SMS
• Advertising creative is automatically optimised
• Supports many different formats of advert
• New ad units and formats easily added
• Easy contextualisation methods via keywords
• Supports OSGI plugins
• Flexible reporting and logging
Confidential5
Unified mobile advertising
Confidential
Ad Units and Campaigns
• Campaigns, Groups, Adverts, Flights• Ad units:
– Interstitial (Mobile internet, apps, MMS)– Banner (Mobile internet, apps)– Text Link (Mobile internet)– Text (SMS)
• Sequence groups– Supports ordered delivery of adverts by session– “Telling a story”
• Ad Priorities– 5 priorities: premium, ROS, RON, house…
Confidential7
Contextualisation: Channels
Confidential8
Ad
ve
rtis
er
Pu
bli
sh
er
Sport
Musi
c
Genera
lAuto
Priva
tePriva
te
Ad360
…
Sport
Musi
c
Genera
lAuto
Priva
tePriva
te
…
All
All
Channels used to ensurethat relevant adverts areprovided with minimum impact on publisher content.
Private channels ensure thatadverts can go to exclusivepublishers on shared servers.
Contextualisation: keywords
• Keywords are used to connect ads to content
• Fully hierarchical model– Campaign, group, advert
– Allows refinement: food, restaurant, hamburger
• Advanced weighting algorithm balances:– Keyword match
– CPM
– Historic click through performance
• Plugins can extend personalisation
Confidential9
Contextualisation: Location
Confidential10
Ads can be associated with alocation and a radius.
Other adverts in your campaignare shown to indicate coverage.
Location set by search orGPS co-ordinates.
Some Examples
Confidential11
Architecture: Ad360 for apps
DeviceKnowledge
ThinkPhone Framework
Secure Communications
Anim
ation
Sm
art
Form
Jazz
Effect
s
Wid
e &
Deep
Ric
h C
onte
nt
Devic
e Q
uirks
Advert
isin
g
Exce
ptions
SportsBettingApps
GamingApps
ContentApps
NewVerticals
Clie
nt
Applic
ation
Mobile
Solu
tion
Serv
er
ThinkPhone Framework
Secure Communications
Advert
isin
g
Inte
gra
tion
Exce
ptions
Loggin
g
Auth
entica
tion
Devic
e Q
uirks
Plug-ins
Contextualizer
Device Optimizer
Image Manager
Ad Designer
Analytics
Campaign Manager
Ad360Ad
Server
Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.
CommonClient
Platform
CommonServer
Platform
Ad360 MobileAdvertising Server
ThinkPhone DesignConfidential
Architecture: Ad360 for apps
DeviceKnowledge
ThinkPhone Framework
Secure Communications
Anim
ation
Sm
art
Form
Jazz
Effect
s
Wid
e &
Deep
Ric
h C
onte
nt
Devic
e Q
uirks
Advert
isin
g
Exce
ptions
SportsBettingApps
GamingApps
ContentApps
NewVerticals
Clie
nt
Applic
ation
Mobile
Solu
tion
Serv
er
ThinkPhone Framework
Secure Communications
Advert
isin
g
Inte
gra
tion
Exce
ptions
Loggin
g
Auth
entica
tion
Devic
e Q
uirks
Plug-ins
Contextualizer
Device Optimizer
Image Manager
Ad Designer
Analytics
Campaign Manager
Ad360Ad
Server
Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.
ThinkPhone DesignConfidential
Architecture: Ad360 for Internet
DeviceKnowledge
OSGI Framework
Ad
vert
isin
g
Bac
ken
dIn
tegr
atio
n
Imag
e C
ach
e
Bo
t Id
enti
fier
Traf
fic
Sta
tist
ics
Dev
ice
Det
ecti
on
Contextualizer
Device Optimizer
Image Manager
Ad Designer
Analytics
Campaign Manager
Ad360Ad
Server
Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.
XHTML/WAP Renderer
Dat
a C
on
nec
tio
n
Imag
e O
pti
mis
er
Cu
sto
m P
lugi
ns.
SOAP, XML, RSS,database feeds
Information anduser data feeds
Ad360 MobileAdvertising Server
Plug-ins
ThinkPhoneDirect
Confidential
Architecture: Ad360 for Internet
DeviceKnowledge
OSGI Framework
Ad
vert
isin
g
Bac
ken
dIn
tegr
atio
n
Imag
e C
ach
e
Bo
t Id
enti
fier
Traf
fic
Sta
tist
ics
Dev
ice
Det
ecti
on
Contextualizer
Device Optimizer
Image Manager
Ad Designer
Analytics
Campaign Manager
Ad360Ad
Server
Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.
XHTML/WAP Renderer
Dat
a C
on
nec
tio
n
Imag
e O
pti
mis
er
Cu
sto
m P
lugi
ns.
SOAP, XML, RSS,database feeds
Information anduser data feeds
Plug-ins
Confidential
Architecture: Ad2Txt
Confidential
SMSAggregator
Ad2TxtResponseHandler
SMS
MobileInternet
Ad360Server
AdvertiserMobileSite
Ad Request
Click Logging
Message:Arsenal 1 Liverpool1 at 25 mins. Ad: Best odds areat Betfairwww.txt.ly/5Ta7A
SportsInfo
Service
Unobtrusive delivery
Confidential17
Download nextpage of content
Ad360’s patent-pending OverWAP technology:
Display
CommsDownload next adwhile user reading
Download next adwhile user reading
Normally deadwait time
Normally deadwait time
Download nextpage of content
Sample Reports
Confidential
Ad Portal
Confidential
LiveDemo
Application integration
• Advert transmitted with data during load time
• Client-side API:– Manages advert creative
– Manages display of graphics
– Manages calls to action and logging
• Server-side API:– Manages integration with ad server
– Manages sessions
• Keywords used to select adverts
Confidential
Application Integration
Confidential21
DeviceKnowledge
ThinkPhone Framework
Secure CommunicationsAdvert
isin
g
Clie
nt
Applic
ation
Mobile
Solu
tion
Serv
er
ThinkPhone Framework
Secure Communications
Advert
isin
gPlug-ins
Contextualizer
Device Optimizer
Image Manager
Ad Designer
Analytics
Campaign Manager
Ad360Ad
Server
Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.
Mobile internet banner delivery
1. Banners requested by content server
2. Banner ref injected into content as WAP/XHTML
3. Image requested by browser
4. Creative optimised by server
5. Image delivered to browser for display
6. Impression logged
• Calls to action implemented via links
• Calls to action logged
Confidential22
Ad360 WIP
• WAP Interstitial Proxy
• Allows injection of full-screen interstitials in any mobile internet site
• Not content modification required
• Proxy sits in serving path
• Tags can control context and frequency of ads
• Ideal for monetising existing content sites
Confidential23
ExistingContentServers
ExistingContentServers
WIP Deployment
Confidential24
WIP
ExistingContentServers
Ad360
Ad360 WIF
• WAP Interstitial Filter
• Supports J2EE-based large-scale site serving
• Injection of full-screen interstitials in mobile sites
• Direct connection with content server
• Compared to WIP:– Improved performance
– Extra control
– Requires code changes in server installation
Confidential25
WIF Deployment
Confidential26
Ad360 ContentServer
WIF
Ad2Txt: in-SMS advertising
• SMS ad is text with optional compressed URL
• Each URL is unique to each user for full tracking
• Ad360 manages adverts and logging
• SMS service provides all other features
• Integrates with aggregator orpublisher
• Full contextualisation plus
• Selection by maximum length
Confidential27
Ad360
MessageGeneration
SMSAggregator
MMS Injector
• MMS ad uses full-screen format
• Ad360 MMS Injector injects pre- or post-roll
• Creative optimised for recipient handset
Confidential28
Ad360MMS
Injector
MMSCNetwork
Operator infrastructure mode
Ad360
MessageGeneration
MMSAggregator
MMSInjector
Service message mode,for example ticketing
USSD Integration
• Uses text ads or text links according to need
• USSD system HTTP requests ads with keywords
• Ad360 manages text and impression counting
• USSD service provides all other features
Confidential29
Ad360
USSDController
NetworkIntegration
Summary
• Objective: provide mobile monetisation, simply
• Mechanisms:– Support all mobile channels
– Automatic creative adaptation
– Integrate with all major systems
• Comprehensive, robust solution– Commercially proven
– Scales with mobile service
Confidential30
Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES
www.rapid-mobile.com
+44 131 243 2502
Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES
www.rapid-mobile.com
+44 131 243 2502