tips/best practice - iab€¦ · 5. deeplinking enables you to direct users to specific pages...

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Five mobile targeting best

practices

IAB Mobile Marketing Center of Excellence

Jared Zlotnick, Global Strategy Lead for Mobile Buy-side Ad

Platforms, Google

Reaching the next five billion

IAB | Mobile Marketing Center of Excellence

• Increased campaign complexity

• More data points, more locations, more

contextual inputs

• Increased scrutiny around privacy

• Data is more personal and sensitive

Five strategies for

targeting on mobile:


Strategies that you’re already using for desktop:

1. Remarketing

2. Dynamic Remarketing

Strategies that are unique to mobile:

3. Target device characteristics

4. App targeting

5. Deeplinking

1. Remarketing gives you a chance to bring back indecisive

customers with tailored ads and offers that relate to the

experience they had on your site or app.


• Insert a floodlight tag to build unique audiences.

• Expand reach with similar audiences.

• For Android Apps, no code is required to remarket users of your app.

• Loews Hotels saw an increase of 60% in

revenue, a 57% lift in bookings and a

9% lower CPA when they ran a Cyber

Monday campaign last year.

• Read more: Loews Hotels case study

http://www.thinkwithgoogle.com/think/case-studies/loews-hotel-similar-audiences.html

http://www.thinkwithgoogle.com/think/case-studies/loews-hotel-similar-audiences.html

2. With dynamic remarketing, you can create highly relevant

customized ads and further increase ROI.


• Remind shoppers of items they've seen or bought in the past on your

site and suggest other products they might like.

• Port lists within Google to reach your audience across multiple

exchanges using automated and real time bidding.

● Outdoor gear retailer Sierra Trading

Post found that dynamic

remarketing campaigns generated 5

times the conversions of regular

remarketing campaigns.

● Read more: Sierra Trading Post

case study

http://www.thinkwithgoogle.com/think/case-studies/case-study-sierratradingpost.html



3. Location targeting lets you concentrate ads to specific

geographic areas or a radius around a location.


● Optimize for your customers’ locations, including postal codes, cities,

specific regions and business locations.

● Increase foot traffic to your business with location extensions.

● Engage customers at places of interest like airports, universities, and

downtown areas.

● Extra Space Storage, the second largest

operator of self storage in the US, uses zip

code targeting to reach customers at the

right time and place for their over 1,000

storage facilities across the country.

● In just a few short months, Extra Space

Storage reported an increase in ROI,

conversion rate and CTR: 184%, 72% and

77%, respectively.

http://www.google.com/think/case-studies/extra-space-storage-google-video.html



4. App targeting enables you to reach users where they spend

86% of their time on smartphones.


• Use insights from Google Play for keyword suggestions to best reach your

potential audience.

• Measure the effectiveness of your targeting beyond the install.

• ROI should be grounded in lifetime value because it will yield more qualified

conversions and a sustainable business model over the long run.

Additional targeting options include:

● Contextual (keywords, topics)

● Placement (apps, websites, categories)

● Geographic (cities, states)

● Device-specific (OS, OS version, device,

manufacturer)

● Interest Category

● Remarketing

5. Deeplinking enables you to direct users to specific pages within

your app.


• Link keywords to a relevant page in your apps to reduce barriers to

engagement.

• For example, if a traveler does a mobile search for “hotels in San Francisco”

and has the Hotel Tonight app installed on her mobile device she will be

directed to the “Hotels in San Francisco” page within that app.

● First step is to add deep link support to

your app.

● Then, map specific sections of your site

to it’s app equivalent for consistency.

● Now, you can leverage all the previously

covered targeting options and drive

users to the desired page, regardless of

whether it’s in your app or site.

Five strategies for

targeting on mobile:


Strategies that you’re already using for desktop:

1. Remarketing

2. Dynamic Remarketing

Strategies that are unique to mobile:

3. Target device characteristics

4. App targeting

5. Deeplinking

Mobile Targeting Best

Practices From The Eyes of

The Platform/Publishing Side

IAB Mobile Marketing Center of Excellence

Swen Graham, Director of Creative & Brand Strategy,

Foursquare

Targeting Capabilities In Mobile:

Tips & Techniques

Add Text


Success Stories:

Branded Client Case Study

How to Leverage Mobile Data for Targeting Across Audiences, Locations and Screens

10:00am

11:00am 1:00pm

2:00pm

6:00pm

Get the big picture with big data. Ex

ab

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s p

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onth

15.9EB

10.8EB

7.0EB

4.4EB

2.6EB

1.5EB

Global Mobile Data Traffic, 2013-2018

2016 2017 2018 2015 2014 2013

We are here

11:00am 1:00pm

11:00am 1:00pm

Online and offline

data, including

purchase behavior,

product affinity, HHI,

etc.

Third-party Data

CRM data matching

CRM Data

Device ID, location,

OS, etc.

First-party Data

11:00am 1:00pm

7:00pm

9:00pm

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who they are.

and

where they are.

11:00am 1:00pm

70% Access internet

across both mobile

and PC

11:00am 1:00pm

11:00am 1:00pm

1.5M cross-screen viewers reached during the campaign

57% impressions that reached same user across screens

43% CTR increase on PC ads when user also viewed ad on mobile device

https://www.youtube.com/watch?v=WQhLFmf3yoI&list=UUYnIahV0l-c9EN8C35DVoBg

1.) There is tremendous audience data available in mobile, but you must consider campaign goals before you successfully leverage it. 2.) Location is uniquely mobile, and it’s real value goes far beyond geo-fencing. 3.) Successful cross-screen execution is a reality, but you must consider both scale and accuracy. 4.) We are still in the early innings of mobile. Work with partners who can deliver the value today and have a vision for the future.

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http://www.iab.net/mobilecenter/makemobilework/webinars







mailto:[email protected]

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