About our Special Guests: Performics

AdRoll Presenter: Ryan Eidson

Ryan EidsonHead of Mobile Growth

A Global Performance Marketing Networkbuilt for the relentless pursuit of results

Motivate Participation

DrivePerformance

Optimize forAction

Publicis Groupe is the world’s third largest communications group and second largest media counsel and buying group.

Zenith Optimedia is a global media services network with a rigorous focus around ROI.

Performics is the performance marketing specialist within Publicis Groupe.

Performics

The Current State of Mobile

•Factors driving dollars to mobile programmatic:–Cross-device advertising–Non-cookie-based tracking methods

Over Half of 2015 Programmatic Dollars to Go to Mobile v. Desktop

Mobile Social Projected to Grow

Mobile-only social user projected growth from 2015

to 2017

16%

Fractured & Complicated Mobile Social Landscape

Mobile Is a Touchpoint, Not a Channel

Mobile – It is an ad type!

Consumers Want Info on Their Terms

Sources: Forrester, Google

Before Store Experience

During Store Experience

After Store Experience

Mobile Challenges

Top Mobile Challenges

•Limited cookie allowance for 3rd party i.e. DFA/Medialets•Technology integrations on the client side are pushing to first party cookies due to issues on mobile ad tracking and user privacy

Where Cookies Go to Die

Overcoming Targeting Complexity

How to Plan a Successful Mobile Campaign

Focus on Strategy, Customer Planning & Tech to Make Cross-Channel a Reality

Econsultancy Cross-Channel Marketing Report 2014

Participant Considerations

Who is the participant?1

Where is the user?2

Where are they accessing advertising?3

What content are they consuming?4

Planning Considerations

Ad Serving: Plan for more budget to go to ad serving as mobile can send lots of impressions, especially if you are using a CPC buying strategy

1

Benchmarking: Do NOT use a CTR as a benchmark for non-branding campaigns

2

Goals/KPIs: Make sure to align on KPIs ahead of time and measure toward them•Add other metrics to the plan for additional insight (store visits, app downloads, app engagement, etc.)

3

Trafficking Best Practices

Trafficking: Use a mobile adserver if you are tracking more than one mobile display campaign or publisher•Understand if your ad server can track post-view conversions on iOS•Understand if the platform uses a probability model to extrapolate conversions

1

Creative: Use more than just the top 3 creative sizes for mobile and display•You will find that odd sizes are more likely to convert

2

Tagging: Make sure to use any website/mobile analytics provider parameters in URLs• Understand if those analytics provider can provide post-view conversions

3

Attribution and Measurement Best Practices

Install SDKs and Javascripts for platforms to allow reporting and optimizing of media buys1

Connect with an attribution/ad operations vendor to ensure that:•All campaigns are using proper location data•Brand awareness campaigns are getting the proper reach/frequency for your audience i.e. GRPs

2

Consider leverage a Mobile DMP to help consolidate Mobile data and solve for Mobile attribution challenges

3

Innovative Capabilities

Tying it Together – Mobile Payment and Beacon

Presence Zones

Thank You!