getting roi from your mobile marketing strategy - dominic yacoubian, purify digital
DESCRIPTION
Mobile Theatre - June 18th, 12:30-13:00 Performance can be achieved in mobile marketing and you can (should) see a positive ROI from your mobile strategy. I would like to explore the evolution of mobile specific marketing and how performance marketing should now be expected from this increasingly important element of the omnichannel marketing strategy.TRANSCRIPT
Getting ROI from your Mobile Marketing Strategy
Agenda
About us Find our ads The Mobile Trend Tracking Buying Metrics Backing out your campaign Case Studies Summary Q&A’s
A full service performance based media company that drives clients’ ROI across mobile & digital platforms.
The MindSet
Purify Digital cuts through the noise, identifies the most meaningful strategy and demystifies the role of the digital marketing company with total transparency.
We help advertisers, brands and app developers understand the mobile opportunity, facilitate their mobile presence and advertise on mobile inventory with high performing campaigns.
By doing this we help app developers and mobile publishers to monetise their mobile inventory and drive the mobile economy forward.
Proposition & Capabilities
Mobile advertising network Mobile affiliate network Own mobile & web media Mobile & Web DSP with RTB Optimisation Incent & non-incent global Appwalls Access to >70 bn monthly impressions Exclusive access to App Discovery Channel on Roku TV Exclusive access to Fox TV App of The Day Show
Some of Our Clients
Inventory based on traffic March 2014
USA: 22,714,343,652
Canada: 1,97,619,142
Mexico: 72,612,478
Germany: 1,66,435,216
UK: 3,164,816,841
Spain: 1,34,413,982
Italy: 1,22,414,128
Netherlands: 75,308,768
South Africa: 1,112,766,957
Egypt: 1,71,479,096
Saudi Arabia: 1,50,149,086
Brazil: 2,91,818,223
Available Inventory Sample
France: 1,67,850,379
Find Our Ads
App Discovery TV Channel
Dish Nation Fox Show
Dish Nation is a nightly entertainment & celebrity news program on Fox Television Stations which attempts to satirize pop culture. Dish Nation features radio personalities from across the United States.
Purify Digital have exclusive access to the App of the Day spot on the nightly show which can drive extremely high quality installs of up to 15k from a single show.
Our Media
Exclusive Premium Publishers
Businesses are jumping into mobile faster than any other marketing channel. Yet a study by the ANA and MediaVest shows, even though marketers see significant opportunities, they’re frustrated about the ability to prove ROI. Consider these statistics: • 96% of marketers currently use or are planning to incorporate mobile marketing • 85% report an intent to raise their mobile budgets in the near future • 84% use mobile websites • 76% use mobile apps • 42% are concerned about having proper mobile metrics in place • 42% report an ability to prove ROI • Only 21% state they have been successful in mobile – a decrease from 2010
The Mobile Trend
ROI
Tracking, Tracking, Tracking
80% Accuracy Is No Good To Anyone!
MONITOR
ANALYSE
DATA REPORTING
OPTIMISE
RE-TARGET
CPA INC
CPV
CPM
CPL
SEA RTB
CTR
ROI
CPI
CPC
CPA INC
CPV
CPM
CPL
SEA RTB
CTR
ROI
CPI
CPC
Buying Metrics
There are multiple metrics for mobile acquisition • CPA – Cost Per Acquisition
• CPI/CPD – Cost Per Install or download
• CPM – Cost Per Mille
• CPC – Cost per Click
• CPL – Cost per Lead
• CPV – Cost per View
• SMS – Short Message Service
• Email – Good old fashioned Email
Don’t Ignore Incent
Backing Out
Location Based
Store Geo targeted user
Competitors store
2 minute radius of your store
Drive Footfall
Case Studies Objective: To drive new applications via the client’s new HTML5 website Result: In the first 2 weeks of the campaign 13,000 new subscriptions were achieved keeping more than 10% under the overall CPA target. Objective: Drive leads via a CPL campaign to the client’s HTML5 mobile website Result: An average of 96 leads per day were generated over the first month of the campaign Objective: To drive installs of the client’s app and deliver engaging users in UK and Germany Result: >2,000 installs per day by the end of the optimisation period
Case Studies
Objective: To achieve as many installs as possible during the course of the campaign Result: 43% of post download users engaged with the game 3 or more times
Objective: To acquire downloads via a strategically selected mixture of incentivised and non-incentivised traffic Result: An average of 1,762 installs/day and over 50,000 generated in month 1 of the campaign and still running nearly a year later!
Objective: To increase the ranking in the App Store and drive on-going organic downloads in the USA Result: A top 10 position was achieved within the App store with a paid to organic
Summary
Q & A
THANK YOU!
Contact Us:
Dominic Yacoubian
5 St John’s Street London EC1M 4BH
t: 44 (0) 20 7549 1655 m: 44 (0) 7980 594 961
Let Purify Digital Connect
Consumers to Your Brand.