nedma14: targeting audiences with direct response campaigns on mobile - ted mcnulty

Mobile Direct MarketingTed McNultySr. Director Performance Advertising

2010 2011 2012 2013 2014 2015 20160

200000000

400000000

600000000

800000000

1000000000

1200000000

1400000000

1600000000

Global Shipments of Smartphone/Tablets vs. Portable/Desktop PCs

Smartphone and Tablet Portable and Desktop PCs

Source: IDC

The Post-pc Era Has Arrived

• Your potential customers are on Mobile

• If you are not advertising on Mobile you are missing an opportunity

• This trend will continue

Time Spent On Mobile

Mobile Is Tough!

• Small screen size

• Multiple operating systems

• Thousands of different handsets

• App & WAP / Wifi & Carrier

• Accidental clicks

8 Years

55Patents

1,000sof Campaigns

Targeting | Tracking | Analysis | Optimization

Millennial understands mobile and has developed advanced technology to get mobile performance campaigns to work.

Big Brands Do Mobile Direct Marketing

• Targeting

• Campaign Set-Up & Optimization

• Mobile Optimized Conversion Flows

• Scale

Essential Elements of a Successful Mobile Campaign

Basic Mobile Targeting

Look For Partners with Deep Targeting Technology

• Geographic

• OS

• Handset

• Carrier

• Contextual

• Frequency Capping

Mobile MindsetTime Of Day

01:00:00 AM

02:00:00 AM

03:00:00 AM

04:00:00 AM

05:00:00 AM

06:00:00 AM

07:00:00 AM

08:00:00 AM

09:00:00 AM

10:00:00 AM

11:00:00 AM

12:00:00 PM

01:00:00 PM

02:00:00 PM

03:00:00 PM

04:00:00 PM

05:00:00 PM

06:00:00 PM

07:00:00 PM

08:00:00 PM

09:00:00 PM

10:00:00 PM

11:00:00 PM

12:00:00 AM

Percent of Daily Traffic

Average Morning Work Day Primtetime

PRIME TIME• Interaction• Entertainment

WORKDAY• Travel & Lifestyle• Shopping & Retail• Business & Finance• eBooks and Reference • Music• Portals• General Content

MORNING• Weather• Traffic• News/Local• Health and Fitness • Productivity

Basic Mobile TargetingApp vs Mobile Web

Mobile MindsetMobile Apps

76%

24%

Share of Traffic

Mobile Apps Mobile Web

Mobile MindsetMobile Apps

Games43%

Social26%

Enter-tain-ment10%

Utilities10%

News2%

Produc-tivity2%

Health1%

Lifestyle1%

Other5%

Share of Time Spent

Source: Compiled by Flurry “WW iOS & Android Smart Device Time Spent per App Category”

Marketing ApproachMobile Apps

Choice Recommendation

Offer Contextually relevant app download

Ad Unit Large and high impact (e.g. rich media)

Call to Action Simple, e.g. “Download for Free”

Mobile MindsetMobile Web

76%

24%

Share of Traffic

Mobile Apps Mobile Web

Mobile MindsetMobile Web

News

Weather

Search

Maps

Sports

Dining

Traffic

Classifieds

Retail

Travel

0% 10% 20% 30% 40% 50%

40%

25%

21%

18%

16%

10%

8%

7%

7%

4%

Share of Time

Marketing ApproachMobile Web

Choice Recommendation

Offer Lead Gen/Direct Response (e.g. auto insurance, education, finance)

Ad Unit Text based ad units

Call to Action Transparent, e.g. “Get 40% Off”

Advanced Mobile Targeting

Retarget online site visitors in mobile

Target people that visited your Web site while they are on their Mobile devices:

• Draw insights

• Targeted creative

• Tailored messages

Drive Conversions with PC to Mobile Retargeting

OnlineBehavior

MobileBehavior

Real-World

Behavior

Combine online and offline mobile behavior for a real-world view of the consumer

Target Based on More Than Just Mobile Behavior

Data Driven Optimization

Landing Pages

• Pixel dropped on any conversion page

• Useful for forms and storefronts

Parameter Pass

• Passes non-P.I.I. conversion info to advertiser

• Includes: site, handset, carrier, etc.

Server-side

• API call that utilizes clickID

• Transmits a call between client and internal servers to attribute a conversion.

Call Center Events

• Call Duration

• Pocket-dial prevention

Secondary Events

• Track events the come after the primary conversion

• Useful for partial forms, eCommerce, etc

Conversion Tracking to Improve ROI

To maximize performance, tweak the targeting mix including:

• Publishers

• Sites

• Platform

• Handset

• Bid

• Location

• Carrier/Wifi

• Creative

• Frequency

Using Data To Improve Performance

Automatically adjust bids to hit CPA goals • Coverage

24/7 optimization

• SpeedHit CPA goals sooner

• MeasurementMore consistent CPA’s over lifetime of campaign.

Algorithmic Optimization…

• Insights From Similar Campaigns

• Identify Trends

• Apply Best Practices

• Tweak The Algorithm To Improve Performance

…But Don’t Forget About The Humans

Mobile Optimized Conversion Flows

• Long-form lead generation is possible on mobile.

• Simple navigation.

• Pre-populated fields.

• Drop down menus.

• Be realistic on the information you are gathering.

Lead Form Best Practices

29 | MOBILE AUDIENCE. EVERYWHERE.

Click To Call Case StudyDirect Response Agency - Insurance Industry

Original Banners

Modified Banners

LandingPage

LaunchPage

30 | MOBILE AUDIENCE. EVERYWHERE.

Click To Call Case StudyDirect Response Agency - Insurance Industry

CLIENTS INCLUDE:

CPA Goal: $20.00 $7.77

CPA Average

221%

ROI (Approx.)

6,000

Quotes, Q1

RESULTSCAMPAIGN

Accessing

Digital

Audiences

Limited Scale

Network Scale

Scale on Demand

• Targeting

• Campaign Set-Up &

Optimization

• Mobile Optimized

Conversion Flows

• Scale

Summary