best practices for reaching and engaging your mobile audience
TRANSCRIPT
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.1
Best Practices for Reaching and Engaging Your Mobile Audience
How Top Brands Measure and Optimize Mobile Ad Campaigns
Meet your Speakers
Huiyan WongSr. Product Marketing ManagerOrigami Logic
Tim HaydenPresident & Co-Managing PartnerBrain+Trust Partners
AgendaI. Mobile Proliferation and Current StateII. Activation Best Practices and Engaging Customers on MobileIII. Moving from Activations to Insights
10 minute attendee Q&A
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…and, we’ve been sitting on our tails, typing, for just about 200 years.
We’ve been upright and walking [mobile] for more than 4 million years…
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Personalization
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Activation Best Practices and Engaging Customers on Mobile
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Process for Planning a Mobile Ad Campaign
✓ Define Overarching Campaign Goals and Key KPIs
✓ Prepare Mobile App and Web Presence
✓ Define Audience Targets
✓ Secure Budget
✓ Build a Measurement Foundation
✓ Launch Campaign
✓ Iterate Winning Strategies
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Mobile Plays A Big Role in Cross-Channel CampaignsBr
and
Awar
enes
s
Reach incremental audiences available only on mobile
Leverage widely used app publishers with immersive environments that drive engagement
Interactive ad units that drive engagement, consideration or in-store traffic
Cons
ider
atio
n
Capture search traffic and deliver content via a mobile-optimized website
Deliver shopping results and price comparisons across retailers
Use
r Ac
quis
itio
n/
Dri
ving
Con
vers
ions
App install/Sponsored App Search to drive user acquisitions or in-app conversions
Location aware apps can be used for intercepting consideration points in the customer journey
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Use Mobile to Capture Audiences at Scale
Users spend 90% of mobile time on top 5 apps:• Leverage reach for large
scale brand awareness efforts
OR• Implement targeted audience
campaigns
Top 10 Smartphone AppsTotal U.S. Smartphone Mobile Media Users, Age 18+ (iOS and Android Platforms)
Top Apps % Reach 1 Facebook 79.9%2 Facebook Messenger 73.1%3 YouTube 68.2%4 Google Search 62.9%5 Google Maps 57.1%6 Google Play 52.4%7 Gmail 48.8%8 Instagram 45.7%9 Snapchat 42.5%10 Pandora Radio 41.5%*comScore Mobile Metrix, December 2016
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Location, Location, Location — Relevance Is EverythingGeofencing. Target a defined DMA or use a contextual targeting vendor
Shopping apps. Deliver deals on the go
Location-aware apps. Target always-moving apps to drive in-store foot traffic
Leverage shopper data. Reach shoppers at precise purchase points using retail data
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Snapchat — Where Younger Audiences Hang OutHighly engaged 18-34-year-olds
Up to 5x engagement over other social channels
Immerse users in sponsored “content”
Look out for competing Instagram Stories from Facebook
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Getting Social — Facebook Leads the Pack
Highest reach of any social channel across all U.S. demos
934 million mobile daily active users (DAUs)
Scalable audience targeting
Drives user acquisition through app downloads
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Instagram and Pinterest — Ads Are OKInstagram
• Great for extending global reach• Photos drive more engagement on Instagram than Facebook• Sponsored ads; brand hashtags are among the most popular• Influencer marketing is extremely effective
Pinterest:• Users are in a mindset to purchase• Promoted Pins drive high levels of awareness and sales• Pinterest receives 2B+ queries per month; search product
imminent
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• Typical display ads generate unintentional clicks
• Native mobile ads blend ad content with app = higher engagement
Check out the latest recommendations for mobile native advertising from the Mobile Marketing Association here.
Native social ads like Promoted Pins integrate into the Pinterest experience.
Mobile creative checklist:
• Does it convey my brand quickly and effectively?
• Is the surrounding content relevant and of high quality?
• Does the ad invite interaction?
• Can interactions be tracked effectively?
What Makes for a Positive Mobile Ad Experience?
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Boost Organic Mobile Search Traffic - Google AMPSignificantly higher search rankings
Major CMS adoption
Reduced load times of standard mobile pages from 22 to 0.7 seconds on average
Faster load times = more conversions
Category page Product page Recommendations
Prototypes of Google AMP powered ecommerce sites: lightweight, faster and more intuitive product browsing
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Moving From Activation to InsightsMeasure campaign results to understand what’s working and why.
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The Essential Measurement Framework for MobilePaid
Direct Publisher Buys Google DCM
ProgrammaticTurn
Mobile SearchGoogle AdWords
Paid SocialFacebookInstagramPinterestSnapchat
ViewabilityMoat
Audience Verification ComscoreNielsen
Earned
Social Media Listening (Sentiment)
Zignal LabsSysomosBrandwatchRadian 6
Owned
Mobile App/Web AnalyticsMobile Web: Google/Adobe Analytics
Mobile App: Localytics/MixPanel
Owned Social PresenceFacebookInstagramPinterest
Push CampaignsEmail Alerts
Track incoming traffic and engagement levels w/ owned presence
Leverage high performing content to feed paid media
Feed customer feedback and product inquiries/feature requests to improve customer experience
Awareness Consideration Purchase Retention Advocacy
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Post-Mortem Reporting
Current State: Silos, Fragmentation, and Lengthy Timelines Between Activation and Reporting
Campaign SignalsBrand Activations
1 2 31 2 3
Mobile
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Goal State: Agile with Continuous Measurement and Optimization
Brand Activations
Daily Insights
CampaignSignals
Mobile
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Accelerate time to insights and be able to:
• Identify winning strategies faster
• Run A/B tests on creatives
• Detect campaign anomalies and course-correct faster
• Experiment quickly (ad channels or ad units)
Benefits of a Streamlined Measurement Foundation
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Surround your Measurement Foundation with an Internal Process
<1 week
between campaign
execution & optimization
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Key Takeaways
Leverage specific mobile opportunities as part of cross-channel strategy:
1. Target audiences at scale2. Emerging social media channels3. Location targeting with context 4. Interactive mobile ad units5. Be sure to experiment on mobile and measure your campaigns
throughout
Measurement foundation + Internal process= Accelerated time to insights
Thank you! Questions?
Learn [email protected]