mobile advertising tools & tactics: agile mobile media

1 Mobile Advertising Tools & Tactics | 1 FunMobility Ad Units | ‹#›

Mobile Advertising: Tools & Tactics

The presentation will begin shortly! Hosted by: Matthew Summers Moderated by: Kevin Almeida


FunMobility connects brands and audiences through fun & engaging mobile marketing.

FunMobility Client Brands

Mobile Advertising Tools & Tactics | 2


HOW can we TARGET

our ideal AUDIENCE

and increase sales?



Today’s Agenda

1.  Real World Examples 2.  Targeting An Ideal Audience 3.  Increase Sales 4.  How it all works



1. Real World Examples

FunMobility Ad Units | 5 Mobile Advertising Tools & Tactics | 5


Initial Audience Targeting: •  Millennials •  Close proximity to stores •  Interest in: Pizza, Coupons.



Learned Audience Optimization: •  Specific audience interests outside product (sports,

consumer goods, music, dog-owners, etc. ) •  Top-performing geos •  Best times of day, best days of the week •  Which platforms saw the most engagement


8 Mobile Advertising Tools & Tactics | 8 FunMobility Ad Units | ‹#› FunMobility Ad Units | 8 Mobile Advertising Tools & Tactics | 8


Audience Size +100%


Cost per acquisition

-54.54%

Results after 6 months of optimization


2. Targeting An Ideal Audience

FunMobility Ad Units | 10 Mobile Advertising Tools & Tactics | 10


Shopper ID

At the start of a campaign, your knowledge of an individual shopper is limited The shopper ID has not “matured”.



Shopper ID Post-Purchase Data •  Purchase History •  Intent •  Spending Habits •  Product Interests

Social ID •  Posts and Shares •  Interests •  Activity History •  Location

Device ID •  Web & App IDs •  Interests •  Activity History •  Location

Email/Phone •  CRM •  Interests •  Activity

History FM Data Partners



Personalization: As you collect data, your audience “matures”.



3. Increasing Sales



The “Mobile” Mindset

Think •  Immediate results •  Faster connectivity •  Social Participation

Do •  Search •  Share •  Engage

Feel •  Connected •  Comfort •  Instant Gratification



Agile Mobile Media: Optimized For Engagement

$1.64&

$0.75&

Cost&Per&&Engagement&

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Impressions

Clicks

Brand Engagement

Opt-In & Return Visits

Typical Digital Media: Optimized for Views and Clicks

Agile Mobile Media : Optimized for Engagement, Opt-Ins & Returns



What are consumers looking for?



“78% of consumers say that companies’ social media posts impact their purchases”

- Forbes

Convert your paid audience to an owned audience



3. HOW it all works

FM PROSPECTING FM OPTIMIZATION FM RESULTS

CAMPAIGN SETUP BID FACTORING RESULTS

INVENTORY DATABASE

CAMPAIGN CONTENT

BEHAVIORAL OPTIMIZATION

INVENTORY OPTIMIZATION AUDIENCE INSIGHTS

DATA INTEGRATION

PERFORMANCE CRITERIA



Campaign Setup Geo-Targeting



Campaign Setup

Data Integration

Performance Criteria Campaign Content

Inventory Database



3. HOW it all works



INVENTORY DATABASE

CAMPAIGN CONTENT



DATA INTEGRATION




Bid Factoring Behavioral Optimization/inventory optimization



Bid Factoring

“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.”

- Theodore Roosevelt

Behavioral & Inventory Optimization with bid factoring ensures that each dollar spent is on consumers that convert.



3. HOW it all works



INVENTORY DATABASE

CAMPAIGN CONTENT



DATA INTEGRATION




Results: Lookalike Audience Targeting As you capture/ingest relevant email addresses, we cross reference data associated with that address to create a dynamic lookalike audience with similar behaviors & interests •  Target with display media to reach new & relevant

consumers •  3.3x higher conversions vs. demographic/interest

targeting •  60%-70% lower CPA vs. demographic/interest

targeting

Email Database Lookalike Audience



Results: Audience Insights



Results: Audience Insights Once you’ve analyzed the post click data, re-use audience

insights as a data layer for your next campaign.



Questions? Contact us:

[email protected]

www.funmobility.com

Hosted by: Matthew Summers Moderated by: Kevin Almeida

mobile advertising tools & tactics: agile mobile media

Marketing