mtech13: "mobile direct marketing" - ted mcnulty
TRANSCRIPT
Mobile Direct Marketing
Ted McNulty
Director of Performance Advertising
2 | MOBILE AUDIENCE. EVERYWHERE.
Mobile Can’t Be Ignored
May-10 Aug-10 Nov-10 Feb-11 May-11 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-120
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Mil
lio
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of
Ow
ner
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Smartphone Owners
Tablet Owners
3 | MOBILE AUDIENCE. EVERYWHERE.
• 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
4 | MOBILE AUDIENCE. EVERYWHERE.
Mobile is Tough!
Small screen size
Multiple operating systems
Thousands of different handsets
App & WAP / Wifi & Carrier
Accidental clicks
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5 | MOBILE AUDIENCE. EVERYWHERE.
Jumptap Understands Mobile
Jumptap understands mobile and has developed advanced technology to get mobile performance campaigns to work.
Targeting | Tracking | Analysis | Optimization
9 Years
1,000sof Campaigns
55Patents
6 | MOBILE AUDIENCE. EVERYWHERE.
Big Brands Do Mobile Direct Marketing
7 | MOBILE AUDIENCE. EVERYWHERE.
Essential Elements of a Successful Mobile Campaign
Targeting
Campaign Set-Up & Optimization
Mobile Optimized Conversion Flows
Scale
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8 | MOBILE AUDIENCE. EVERYWHERE.
Targeting
9 | MOBILE AUDIENCE. EVERYWHERE.
• Geographic
• OS
• Handset
• Carrier
• Contextual
• Time of Day
• Frequency Capping
Look For Partners with Deep Targeting Technology
10 | MOBILE AUDIENCE. EVERYWHERE.
Drive Conversions with PC to Mobile Retargeting
Target people that visited your Web
site while they are on their Mobile
devices:
• Draw insights
• Targeted creative
• Tailored messages Retarget online site visitors in mobile
11 | MOBILE AUDIENCE. EVERYWHERE.
Target Based on More Than Just Mobile BehaviorCombine online and offline mobile behavior for a real-world view of the consumer
OnlineBehavior
MobileBehavior
Real-World
Behavior
12 | MOBILE AUDIENCE. EVERYWHERE.
Understand Who Saw Your Adsand Who Engaged with Them
13 | MOBILE AUDIENCE. EVERYWHERE.
Campaign Set-Up & Optimization
14 | MOBILE AUDIENCE. EVERYWHERE.
• Platform
• Ad Size
• Wifi vs Carrier
• App vs Mobile Web
• Day Parting
• Frequency Capping
• White Listing
Campaign Setup
15 | MOBILE AUDIENCE. EVERYWHERE.
Conversion Tracking to Improve ROI
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.
Secondary Events
• Track events the come after the primary conversion
• Useful for partial forms, eCommerce, etc
Call Center Events
• Call Duration
• Pocket-dial prevention
16 | MOBILE AUDIENCE. EVERYWHERE.
To maximize performance, tweak the targeting mix including:
• Publishers
• Sites
• Platform
• Handset
• Bid
• Location
• Carrier/Wifi
• Creative
• Frequency
Rapid Optimization by Experts
17 | MOBILE AUDIENCE. EVERYWHERE.
Automatically adjust bids to hit CPA goals when
• Coverage24/7 optimization
• SpeedHit CPA goals sooner
• MeasurementMore consistent CPA’s over lifetime of campaign.
Algorithmic Optimization…
18 | MOBILE AUDIENCE. EVERYWHERE.
• Insights From Similar Campaigns
• Identify Trends
• Apply Best Practices
• Tweak The Algorithm To Improve Performance
…But Don’t Forget About The Humans
19 | MOBILE AUDIENCE. EVERYWHERE.
Mobile Optimized Conversion Flows
20 | MOBILE AUDIENCE. EVERYWHERE.
Long-form lead generation is possible on mobile
• Simple navigation
• Pre-populated fields
• Drop down menus
Mobile Lead Generation
21 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case StudyDirect Response Agency - Insurance Industry
Original Banners
Modified Banners
LandingPage
LaunchPage
22 | 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
23 | MOBILE AUDIENCE. EVERYWHERE.
24 | MOBILE AUDIENCE. EVERYWHERE.
Generating Mobile Conversions at Scale
25 | MOBILE AUDIENCE. EVERYWHERE.
Accessing
Digital
Audiences Network Scale
Limited Scale
Scale on Demand
Publisher Direct
Ad Networks
DSPs
26 | MOBILE AUDIENCE. EVERYWHERE.
It’s important to reach an audience without incentivizing clicks or download. Look for partners with capabilities like:
• Quality traffic from premium publishers
• Coverage across App and Mobile Web inventory
• Automated tools to detected fraudulent traffic
Non-Incentivized Traffic
More engaged users=
Higher LTV
27 | MOBILE AUDIENCE. EVERYWHERE.
Summary
Targeting
Campaign Set-Up & Optimization
Mobile Optimized Conversion Flows
Scale
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28 | MOBILE AUDIENCE. EVERYWHERE.
Jumptap’s products may be protected under one or more patents
www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com
Thank You
Ted McNultyDirector Performance [email protected]