digital marketing in motion: make a mobile impression
DESCRIPTION
“Mobile” is a really hot topic in the digital marketing industry these days, and there are plenty of untapped opportunities out there for brands who really want to make an impression on consumers. Especially since there’s no more personal medium for consumers than their mobile device.TRANSCRIPT
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Todd Pasternack, Director, Creative Technology GroupMax Mead, VP Business Development and Analytics
Digital Marketing in Motion:Digital Marketing in Motion:Make a Mobile ImpressionMake a Mobile Impression
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Mobile is… BigMobile is… BigImportant!Important!
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68.6
83.598
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126.2
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Use
rs (i
n M
illio
ns)
2008 2009 2010 2011 2012 2013
Mobile Internet Users in the USA
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Which Are You?Which Are You?
Brand
Agency
Publisher
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AgendaAgenda
Not Just for Direct Response Anymore
Easy and Getting Easier
- Flash vs. HTML
- Device / OS Fragmentation
- Apps vs Mobile Web
Innovating across Channels: One-Campaign Approach
Working with PointRoll
Creative Best Practices
Q&A
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Mobile Marketing: Mobile Marketing: It’s Not Just for Direct Response AnymoreIt’s Not Just for Direct Response Anymore
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Where The Mobile Dollars LiveWhere The Mobile Dollars Live
75%Direct
Response
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Mobile: For Direct ResponseMobile: For Direct Response
Link to MapsDynamic Streaming
App Download
Full Screen Video
Shake to Expand
Deep-link to iTunes
Gaming
Send to a Friend
Photo Gallery
Accelerometer
SMS
Coupons
Surveys
Tap-to-Call
Polling
& Branding& Branding
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Experience It for Yourself: www.PointRoll.comExperience It for Yourself: www.PointRoll.com
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Mobile Doesn’t Just Perform… It Outperforms!Mobile Doesn’t Just Perform… It Outperforms!
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Measure it: Desktop vs. Mobile vs. TabletMeasure it: Desktop vs. Mobile vs. Tablet
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Easy and Getting Easier: Easy and Getting Easier: Technically SpeakingTechnically Speaking
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Advertising on Tablets: The “two-handed” Advertising on Tablets: The “two-handed” devicedevice
I’m changing everything…
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Is he programming for iDevices?
Is he programming for non-iDevices?
Should I use Flash or HTML5?
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A Little Competition Never Hurt Anyone…A Little Competition Never Hurt Anyone…
Pushing the industry forward
Challenging the status quo
Driving innovation
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Market Share of Mobile Operating SystemsMarket Share of Mobile Operating Systems
58.8%
19.9%10.4% 10.9%
65.1%
12.4% 8.7% 13.8%
December 2009May 2010
Source: Quantcast
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Flash 10.1 - Streamlining Creative Platforms Flash 10.1 - Streamlining Creative Platforms
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WAP (“Mobile Web”) vs. Applications (“Apps”)WAP (“Mobile Web”) vs. Applications (“Apps”)
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WAP (“Mobile Web”) vs. Applications (“Apps”)WAP (“Mobile Web”) vs. Applications (“Apps”)
Flash 10.1
Faster Connections
Better Search/Navigation
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Specs and FormatsSpecs and Formats
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Specs - SmartphonesSpecs - Smartphones
Banner• 300x50
• 320x50
Panel• 300x300
• 320x320
• Full Screen
- 320x480 iPhone
- 480x800 DroidX
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Specs - TabletsSpecs - Tablets
Banner• Mobile Web:
- 728x90, 300x250, 160x600• In-app:
- Depends on layout of Publisher’s application
Panel• Full Screen In-App:
- Portrait View: 768x984 - Landscape View: 1024x728
• Full Screen Mobile Web- Portrait View: 768x946- Landscape View: 1024x690
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Mobile FormatsMobile Formats
All Your PointRoll Faves!• Expandable
• Pre-Expandable
• Anchored Floats
Custom Formats•Peel-backs
•Custom Front Page Takeovers
•Lightbox Overlays
•...and more
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When Mobile Met Desktop:When Mobile Met Desktop:A Digital Marketing Love StoryA Digital Marketing Love Story
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Lincoln’s Online Rich Media CampaignLincoln’s Online Rich Media Campaign
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Lincoln’s Online Rich Media CampaignLincoln’s Online Rich Media Campaign
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Lincoln’s iPhone CampaignLincoln’s iPhone Campaign
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Lincoln’s iPad CampaignLincoln’s iPad Campaign
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Lincoln’s iPad CampaignLincoln’s iPad Campaign
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Optimizing the FunnelOptimizing the Funnel
Your Brand Here
Full screen video & interactive photo galleries
Interactive 360 Tours
Interact with community members
Find local retailers
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Deliver Your Message to Customers…Deliver Your Message to Customers…
Your Brand Here
……everywhere everywhere they arethey are
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Hi, I’m a client!
One Platform. One Platform. One Dashboard.One Dashboard. One Team.One Team.
Desktop
MobileTablet
ONE ONE
CAMPAIGNCAMPAIGN
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Getting Down to BusinessGetting Down to Business
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First-to-Market on the iPhone Mobile Web – 2008First-to-Market on the iPhone Mobile Web – 2008
• Expandable ads ran on USAToday.com featuring new “touch to expand” functionality
• Users could engage with audio and video content from the movie Burn After Reading on their iPhone
• Average brand time for iPhone campaigns exceeded 30 seconds, doubling average desktop brand time benchmark
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First-to-Market on the iPad: April 3First-to-Market on the iPad: April 3rdrd, 2010, 2010
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More Action on the iPadMore Action on the iPad
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You Got Served! You Got Served!
SDKs
“Software Development Kits”: software that lives in the applications
SDK required for ad calls; controls ad decisioning and can act as ad server, optimizer, and ad exchange
Apple reviews and approves each app submitted to AppStore
Requires developer to integrate; becomes an embedded part of the software
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You Got Served! You Got Served!
AdMarvel:
Provides publishers with:
- publisher ad serving
- optimization/ “mediation”
- open rich media SDK
20+ AdMarvel engineers focused on maintaining and improving SDK
Light-weight and server-side focus optimizes performance and lowers need for constant app updates
The best of publisher AND advertiser-side tools:
- opportunities for cross-channel leverage and collaboration
- only comprehensive rich media platform for apps & mobile web
Publishers who are trying to Publishers who are trying to eliminate SDK “clutter” in their appseliminate SDK “clutter” in their apps
Advertisers who want to easily Advertisers who want to easily extend their campaigns into the extend their campaigns into the mobile realmmobile realm
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iDevice App DistributioniDevice App Distribution
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iPhone Mobile Web DeliveryiPhone Mobile Web Delivery
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Strategic collaboration gets your ads where you want them!
• Advertisers identify publishers where they want to use PointRoll; PointRoll approaches publisher Ad Ops teams
• Media buyer contacts pub sales rep and requests PointRoll integration
App integration may require time (technical integration and Apple approval); for your immediate buys, do more great work with the sites where we are integrated!
Working Together with PublishersWorking Together with Publishers
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Doin’ It WellDoin’ It Well
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I.P.A.D. Design for the DeviceI.P.A.D. Design for the Device
Interactive: Make mobile ads as interactive as a desktop ad, as it can be rich and full featured. Take advantage of larger screen size and ability to use more content and features!
Program to perform: When coding an iPad campaign, optimize your code and keep it “lean and mean.” Remember to consider the limited bandwidth of the 3G network.
Action: Ensure your call to action is strategically placed to attract the user’s attention, and that it describes the experience the user can expect once they take action.
Device: Use the native features of the device to engage the user such as deep linking to the app store, iTunes, or Google Maps; using gestures, accelerometer, GPS, and more!
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Summing it Up!Summing it Up!
Power-up Your Brand in Mobile: Though traditionally considered a DR-channel, mobile is a great platform for brand advertisers
Start Small but Get Your Feet Wet: Start experimenting with mobile while it’s easier to dabble and make mistakes; iDevices are a great place to start
Flash 10.1: Big implications for de-fragmentation, re-energizing the mobile web
One Campaign Approach: Think across channels for the betterment of our mutual clients
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Q&A Time!
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Thanks for attending! Thanks for attending!
Making a Mobile Impression: Interactive Digital Advertising in the Mobile Space
All attendees will receiveAll attendees will receive
For more information visit www.PointRoll.com or email [email protected] today!