Mobile Campaign Measurement – Your Questions Answered, hosted by Bango, Millenial Media, Somo, and Yahoo!


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With more brands using mobile as a marketing platform to engage with customers, measuring the performance of mobile campaigns is now becoming more essential. Measurement is at the heart of mobile, giving brands the data they need to target and personalize their offerings and more importantly to build customer engagement.

This webinar will provide information on how to measure your mobile campaigns directly from the experts. Bango, mobile agency Somo, Yahoo!, and mobile advertising network Millennial Media will provide tips to understanding the performance of mobile campaigns.

You’ll learn:
*An overview of the mobile marketing landscape
*The importance of measuring mobile campaigns
*What marketers should watch out for
*How to measure mobile campaigns
*How to get the most accurate view of active, ongoing mobile campaigns
*What matters to brand marketers

Martin G. Harris, SVP Strategic Accounts, Bango
Marcus Startzel, Senior Vice President, Sales, Millennial Media
Ed Chater, Group Account Director, Somo
Brian Morel, Strategic Account Director, Yahoo!

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Mobile Campaign Measurement – Your Questions Answered, hosted by Bango, Millenial Media, Somo, and Yahoo!

  1. 1. Mobile campaign measurement How to track success on mobile Martin G Harris SVP Strategic Accounts, Bango
  2. 2. Key Research Findings 2009 Bango survey of agencies and brands Top three “must haves” identified: Number of unique visitors clicking on an ad Conversion rates for each campaign Specific actions taken on the campaign site/in-app 2010 Bango survey of agencies and brands 83% do not use mobile specific analytic tools 27% have run campaigns with no measurement tools
  3. 3. Who we are Mobile technology company Leading provider of mobile analytics Pioneer in mobile web billing 10 years industry experience On London Stock Exchange (AIM: BGO) Offices in Cambridge, UK and New York, USA Bango customers: Award winning technology: Operator relationships:
  4. 4. Measurement – The possibilities “ Measurement is at the heart of mobile marketing” With mobile analytics you can: Track individual visitors across all campaigns Measure ad impressions, clicks and goals achieved Track engagement levels, behavior and actions Measure your campaign ROI and compare campaigns Monitor traffic levels See real-time data for quick reactions Search marketing Banner & text ads
  5. 5. How to measure and what to watch out for… Try and test, by setting your campaigns’ objectives and KPIs Use a mobile specific analytics tool for data accuracy Make sure you are getting an accurate count from real users - no counting spiders from search engines Ensure you can see your data in real-time and stay one step ahead Measure post-click behavior information Measure carefully…
  6. 6. Top tip! Integrate Analytics from DAY 1….. ..and understand the success of your mobile marketing campaigns More at Thank you [email_address]
  7. 7. Mobile campaign measurement How to track success on mobile Marcus Startzel Senior Vice President, Sales, Millennial Media
  8. 8. About Millennial Media Largest independent mobile advertising network More than 20 billion impressions per month Reaches, targets and engages with consumers worldwide Highly targeted campaigns, interaction rates between 3-5% Preferred partner to advertisers reaching mobile consumers, developers and publishers Clients include, Coke, Marriott and Paramount Pictures
  9. 9. What should I measure? “ Reach, targeting and engagement are a great measure of success” Mobile offers a wide variety of targeting methods – By country, audience behavior, device type, etc Try a variety of these methods – measure how effective they are, adjust as needed Consider engagement levels when establishing KPIs – How long were users on your site? – What did they see? – How did they interact with your brand? – Did they take the desired actions?
  10. 10. Running an advertising campaign for maximum impact How long should I run my mobile advertising campaign? Three important factors to consider: Type of advertiser Vertical Campaigns objectives Top Tips! Work out the best strategy for your campaign Frequency cap on long-running campaigns to avoid unnecessary brand fatigue
  11. 11. Mobile campaign measurement How to track success on mobile Ed Chater Group Account Director, Somo
  12. 12. About Somo Leading independent mobile advertising agency in Europe Run by a team of proven internet, advertising & mobile pioneers Twenty five staff and growing Experienced in managing campaigns and development on a global basis Clients include, Audi, Interflora and Thorntons
  13. 13. How much marketing budget should be allocated to mobile? Mobile core to business – Majority of your budget on mobile Emerging channel Start low initial test budget and build over time Get data to plan effectively Ad Networks/Specialist Agencies Latent mobile traffic
  14. 14. Be prepared for your budgets to grow Plan Growth Into Your Budget Test and learn different placements Be aware of dramatic market growth Media Spend
  15. 15. Highly dependant on type of media and level of targeting Display - 1-5% Display CTR depending on targeting & ad format Search - 3-5% CTR Generic search term, 20%+ CTR Brand term Conversion rates highly variable according to site What kind of CTR should I expect?
  16. 16. Mobile campaign measurement How to track success on mobile Brian Morel Strategic Account Director, Yahoo!
  17. 17. How to analyze your data? Combining all kinds of data gives you the broadest view Measure effectiveness by looking at - Number of clicks - Impressions and conversions Identify all your consumers, where they come from, carrier and type of device they’re using
  18. 18. What data provides the most accurate view? Visibility of pre-click and post-click information is key - Provides accurate view of how campaign is performing Unique identification of all users – it provides the foundation for success Actionable insights from your mobile data provide key information for effective optimization
  19. 19. Instrument mobile analytics as soon as possible Be broaded minded – don’t put all your marketing muscle into apps Tailor your message for a mobile audience Less is more – you can’t do everything on mobile Increase/decrease or re-allocate spend for the best results Keep measuring! Top tips for running mobile campaigns
  20. 20. Please type your questions into the chat feature on the upper-right corner of your screen
  21. 21. Educational Webinars The IAB Industry Initiatives Briefing, Jan. 26 at Noon EST The CMO’s Imperative (w/Boston Consulting Group), Feb. 3, 11 AM EST Professional Development Classes Professional Presentations: Turn Information Into A Story That Sells, Jan 20, NYC Essentials of the Digital Marketing Ecosystem Part I, February 9, NYC Essentials of the Digital Marketing Ecosystem Part II, February 16, NYC Networking Receptions Member Networking Event in Seattle, Jan. 19, 5:30 – 7:30 PM Conferences Annual Leadership Meeting, Feb. 27 – March 1, Palm Springs, CA IAB Case Study Road Show, 1-day Events across the US in March & April Mobile: IAB Marketplace, July 18, NYC Upcoming IAB Webinars, Classes, and Events
  22. 22. If you are taking part in our Digital Advertising Certificate Program, you have just earned 1 credit for completing this webinar session. For more information, email [email_address] If there are digital media and advertising topics you’d like the IAB to address in an upcoming webcast or other program, please fill out our webinar proposal submission form on our website, or email [email_address] Credits; Future programs