nedmainno14: targeting audiences with direct response campaigns on mobile - ted mcnulty
DESCRIPTION
Learn how Direct Response marketers are adapting their strategy as their audience moves to Mobile and, in turn, are growing revenue and beating their competition. Attendees will hear case studies highlighting best practices for lead generation, click-to-call, and mobile commerce, and will learn successful strategies on how to apply Direct Response technique in the Mobile world. This presentation was developed by Ted McNulty, Senior Director of Performance Sales at Millennial Media, and was given at NEDMA's 2014 DM Innovations Symposium.TRANSCRIPT
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”
Mobile MindsetMobile Apps
• People in apps engrossed• Completely focused on specific activity/content• Difficult to get them to leave experience
Gaming Session Length
Source: Appsular Analytics, February 2013
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
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
30 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case StudyDirect Response Agency - Insurance Industry
Original Banners
Modified Banners
LandingPage
LaunchPage
31 | 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