Mobile Audience Data
For Programmatic Advertising
Mobile Ad Summit 2015 21th April 2015 / Daniel Rieber, Director Marketing & Communications
Advertising 2015
Major Trends
Advertising trade is
fully automated
Targeting people,
not channels
Media time spend
happens on mobile
➜ Traditional cookie-based programmatic advertising does not work on mobile 2
Advertising 2015
Solution
3
Where people go and when they go there
are the most powerful indicators of
their interests, preferences and intentions.
4
adsquare
Our Platform
adsquare is a mobile audience data provider for programmatic
advertising, helping advertisers make ads more relevant.
➜ adsquare analyses users’ local context and mobile behaviour to deliver accurate audience segments 5
Portfolio
Our Solutions
With Audiences Live! advertisers can reach the
right target group in the right moment.
Our Audiences 360° are described by their local
context history and app usage
6
Economy
Mobile Data for Programmatic Advertising
7
Case Study
Germanwings
8
Case Study: Germanwings
Campaign Goals
At the beginning of the year, Germanwings planned a campaign for early booking deals.
➜ Goals: Strengthen the brand and raise awareness for the early booking deals
9
Case Study: Germanwings
Double Impact: OOH & Mobile
WallDecaux and adsquare offer the alliance of out-of-home and mobile advertising:
+
=
1. 
OOH net planning based on
mobile audience data
2. 
Mobile ads delivered in the
proximity of poster locations
3.  Mobile ads delivered to
adsquare’s premium audiences
10
Case Study: Germanwings
1. OOH Campaign
adsquare leveraged mobile audience data for out-of-home net planning:
➜ 1. Onboard up to
100,000 poster
locations
➜ 2. Analysis of local
context based on
mobile data
3. Select poster
locations for
target audiences
11
Case Study: Germanwings
2. Mobile Campaign
Delivery of mobile ads in the proximity of poster locations via DSP partner:
➜ 12
Case Study: Germanwings
3. adsquare Premium Audiences
Delivered to the defined adsquare audiences in an extended area.
30 – 50 years 👥
High Income Finance Savvy $
📅
Business Hotels Conference Halls Airports Conferences Trade Fairs Business Events 13
Case Study: Germanwings
Ad Effectiveness Study
Recognized the
multichannel
approach
Of the frequent
flyer target group
liked the ad
Of people who
Remembered seeing the
poster also remembered
the mobile ad
Looked up more
information after
receiving the mobile ad
➜ The campaign had a 0,50% click rate and an targeting uplift of 35%
Study: Research agency Trend One, Online panel, n=1.020 participants, 27 January – 02 February 2015
14
Thank you for your interest.
adsquare GmbH | Saarbrücker Str. 36 | 10405 Berlin | Germany
Your Audience
www.adsquare.com | [email protected]
Thank You For Your Interest.