digital marketing in motion: make a mobile impression

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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!

50.9

68.6

83.598

111.2

126.2

0

20

40

60

80

100

120

140

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

55

Mobile Marketing: Mobile Marketing: It’s Not Just for Direct Response AnymoreIt’s Not Just for Direct Response Anymore

66

Where The Mobile Dollars LiveWhere The Mobile Dollars Live

75%Direct

Response

77

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

88

Experience It for Yourself: www.PointRoll.comExperience It for Yourself: www.PointRoll.com

99

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

1111

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

2020

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

2424

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

2626

Lincoln’s Online Rich Media CampaignLincoln’s Online Rich Media Campaign

2727

Lincoln’s iPhone CampaignLincoln’s iPhone Campaign

2828

Lincoln’s iPad CampaignLincoln’s iPad Campaign

2929

Lincoln’s iPad CampaignLincoln’s iPad Campaign

3030

Optimizing the FunnelOptimizing the Funnel

Your Brand Here

Full screen video & interactive photo galleries

Interactive 360 Tours

Interact with community members

Find local retailers

3131

Deliver Your Message to Customers…Deliver Your Message to Customers…

Your Brand Here

……everywhere everywhere they arethey are

3232

Hi, I’m a client!

One Platform. One Platform. One Dashboard.One Dashboard. One Team.One Team.

Desktop

MobileTablet

ONE ONE

CAMPAIGNCAMPAIGN

3333

Getting Down to BusinessGetting Down to Business

3434

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

3636

More Action on the iPadMore Action on the iPad

3737

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

4343

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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!

4848

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 info@pointroll.com today!