Digital Marketing in Motion: Make a Mobile Impression

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“Mobile” is a really hot topic in the digital marketing industry these days, and there are plenty of untapped opportunities out there for brands who really want to make an impression on consumers. Especially since there’s no more personal medium for consumers than their mobile device.

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  • Introductions. Explain features of the meeting room.
  • Quick rundown of agenda. 10-15 minutes at the end for Q&A.
  • Quick rundown of agenda. 10-15 minutes at the end for Q&A.
  • To get us started, let’s talk a little bit about the mobile marketplace and where marketers are putting their money.
  • Click Through Rates For some executions with no external links, CTR may equal zero These garner higher brand time and other action rates Interaction Rates More than 6x that of online “click to expand” ads With many experiences contained entirely within the ad, interaction rates should be considered a proxy for CTR Brand Time Consumers spent significantly more time with mobile messages compared to online ads (almost twice as much) Brand time tended to correlate with the quantity and quality of content contained in an ad
  • iAd is just one technical topic that came to light as the iPad hit the market. The other, of course, was a small hub-bub in the silicon valley around Flash and HTML5.
  • The answer to the question “should I use flash or should I use html5” is less about allegiances and more about function.
  • The answer to the question “should I use flash or should I use html5” is less about allegiances and more about function.
  • We love them all, and love you. Which is why we work with whichever technology is necessary to get the job done right. The client should always be the focus, not the technology.
  • Is everyone clear with the difference between apps and wap?
  • Is everyone clear with the difference between apps and wap?
  • Is everyone clear with the difference between apps and wap?
  • Quick rundown of agenda. 10-15 minutes at the end for Q&A.
  • Quick rundown of agenda. 10-15 minutes at the end for Q&A.
  • Quick rundown of agenda. 10-15 minutes at the end for Q&A.
  • Mobile: It’s not just for brand marketers any more. By using each medium for its intrinsic value, you can effectively use mobile marketing from start to finish.
  • UPDATE WITH TO DISTRIBUTION SLIDE The key is to get your brand on as many screens as possible. Talk about mobile strategy and expanding the message to every spoke on the media hub
  • And when you extend your message across screens, you want to have the same team supporting your campaign. Not only does this improve creative and message consistency, it means one-stop shopping: a huge time saver. We believe in a ONE CAMPAIGN approach, which means ONE TEAM supporting all of your efforts and celebrating the successes.
  • A hybrid of an iPhone and an iMac, many are calling the iPad “Revolutionary” Expecting 6M unit sales in 2010 Deemed the ultimate device for gaming, working on the go Will it be the killer app of the kitchen that people have been discussing for years? Advertisers are in a frenzy: Touch-screen and gesture support makes for a highly interactive experience Mobility and large format represents the best of mobile and desktop opportunities iPad form factor enables beautiful image /video rendering
  • A hybrid of an iPhone and an iMac, many are calling the iPad “Revolutionary” Expecting 6M unit sales in 2010 Deemed the ultimate device for gaming, working on the go Will it be the killer app of the kitchen that people have been discussing for years? Advertisers are in a frenzy: Touch-screen and gesture support makes for a highly interactive experience Mobility and large format represents the best of mobile and desktop opportunities iPad form factor enables beautiful image /video rendering
  • This is how you get in to the APPS. Mobile version of Pub side serving. AdMarvel holds inventory and tags. AdMarvel would control the decision of whose turn it is. AdMarvel acts at the common denominator for us and the Native Apps. Talk to agencies and publishers
  • PointRoll works through AdMarvel. Discuss benefits – CHANGE THIS TO AGENCY FOCUS & PUBLISHER FOCUS
  • App Distribution is increasing quickly. Here are the apps that we can currently serve rich media into.
  • If you can do it on a desktop, think about doing it on mobile. The options and opportunities are expanding. UPDATE MOBILE WEB TO TAKE OUT QUATTRO, MOVE MLB TO TOP, PANDORA ON APP SLIDE, IAC APPS TO ADD
  • Digital Marketing in Motion: Make a Mobile Impression

    1. 1. Todd Pasternack, Director, Creative Technology Group Max Mead, VP Business Development and Analytics Digital Marketing in Motion: Make a Mobile Impression
    2. 2. Mobile is… Big Important!
    3. 3. Which Are You? <ul><li>Brand </li></ul>Agency Publisher
    4. 4. Agenda <ul><li>Not Just for Direct Response Anymore </li></ul><ul><li>Easy and Getting Easier </li></ul><ul><li>- Flash vs. HTML </li></ul><ul><li> - Device / OS Fragmentation </li></ul><ul><li>- Apps vs Mobile Web </li></ul><ul><li>Innovating across Channels: One-Campaign Approach </li></ul><ul><li>Working with PointRoll </li></ul><ul><li>Creative Best Practices </li></ul><ul><li>Q&A </li></ul>
    5. 5. Mobile Marketing: It’s Not Just for Direct Response Anymore
    6. 6. Where The Mobile Dollars Live 75% Direct Response
    7. 7. Mobile: For Direct Response Link to Maps Dynamic 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
    8. 8. Experience It for Yourself: www.PointRoll.com
    9. 9. Mobile Doesn’t Just Perform… It Outperforms!
    10. 10. Measure it: Desktop vs. Mobile vs. Tablet
    11. 11. Easy and Getting Easier: Technically Speaking
    12. 12. Advertising on Tablets: The “two-handed” device I’m changing everything…
    13. 14. <ul><li>Is he programming for iDevices? </li></ul><ul><li>Is he programming for non-iDevices? </li></ul>Should I use Flash or HTML5?
    14. 15. A Little Competition Never Hurt Anyone… <ul><li>Pushing the industry forward </li></ul><ul><li>Challenging the status quo </li></ul><ul><li>Driving innovation </li></ul>
    15. 16. Market Share of Mobile Operating Systems December 2009 May 2010 Source: Quantcast 58.8% 19.9% 10.4% 10.9% 65.1% 12.4% 8.7% 13.8%
    16. 17. Flash 10.1 - Streamlining Creative Platforms
    17. 18. WAP (“Mobile Web”) vs. Applications (“Apps”)
    18. 19. WAP (“Mobile Web”) vs. Applications (“Apps”) <ul><li>Flash 10.1 </li></ul><ul><li>Faster Connections </li></ul><ul><li>Better Search/Navigation </li></ul>
    19. 20. Specs and Formats
    20. 21. Specs - Smartphones <ul><li>Banner </li></ul><ul><ul><li>300x50 </li></ul></ul><ul><ul><li>320x50 </li></ul></ul><ul><li>Panel </li></ul><ul><ul><li>300x300 </li></ul></ul><ul><ul><li>320x320 </li></ul></ul><ul><ul><li>Full Screen </li></ul></ul><ul><ul><ul><li>320x480 iPhone </li></ul></ul></ul><ul><ul><ul><li>480x800 DroidX </li></ul></ul></ul>
    21. 22. Specs - Tablets <ul><li>Banner </li></ul><ul><ul><li>Mobile Web: </li></ul></ul><ul><ul><ul><li>728x90, 300x250, 160x600 </li></ul></ul></ul><ul><ul><li>In-app: </li></ul></ul><ul><ul><ul><li>Depends on layout of Publisher’s application </li></ul></ul></ul><ul><li>Panel </li></ul><ul><ul><li>Full Screen In-App: </li></ul></ul><ul><ul><ul><li>Portrait View: 768x984 </li></ul></ul></ul><ul><ul><ul><li>Landscape View: 1024x728 </li></ul></ul></ul><ul><ul><li>Full Screen Mobile Web </li></ul></ul><ul><ul><ul><li>Portrait View: 768x946 </li></ul></ul></ul><ul><ul><ul><li>Landscape View: 1024x690 </li></ul></ul></ul>
    22. 23. Mobile Formats <ul><li>All Your PointRoll Faves! </li></ul><ul><ul><li>Expandable </li></ul></ul><ul><ul><li>Pre-Expandable </li></ul></ul><ul><ul><li>Anchored Floats </li></ul></ul><ul><li>Custom Formats </li></ul><ul><ul><li>Peel-backs </li></ul></ul><ul><ul><li>Custom Front Page Takeovers </li></ul></ul><ul><ul><li>Lightbox Overlays </li></ul></ul><ul><ul><li>...and more </li></ul></ul>
    23. 24. When Mobile Met Desktop: A Digital Marketing Love Story
    24. 25. Lincoln’s Online Rich Media Campaign
    25. 26. Lincoln’s Online Rich Media Campaign
    26. 27. Lincoln’s iPhone Campaign
    27. 28. Lincoln’s iPad Campaign
    28. 29. Lincoln’s iPad Campaign
    29. 30. Optimizing the Funnel Your Brand Here Full screen video & interactive photo galleries Interactive 360 Tours Interact with community members Find local retailers
    30. 31. Deliver Your Message to Customers… Your Brand Here … everywhere they are
    31. 32. Hi, I’m a client! One Platform. One Dashboard. One Team. ONE CAMPAIGN Desktop Mobile Tablet
    32. 33. Getting Down to Business
    33. 34. First-to-Market on the iPhone Mobile Web – 2008 <ul><li>Expandable ads ran on USAToday.com featuring new “touch to expand” functionality </li></ul><ul><li>Users could engage with audio and video content from the movie Burn After Reading on their iPhone </li></ul><ul><li>Average brand time for iPhone campaigns exceeded 30 seconds, doubling average desktop brand time benchmark </li></ul>
    34. 35. First-to-Market on the iPad: April 3 rd , 2010
    35. 36. More Action on the iPad
    36. 37. You Got Served! <ul><li>SDKs </li></ul><ul><li>“ Software Development Kits”: software that lives in the applications </li></ul><ul><li>SDK required for ad calls; controls ad decisioning and can act as ad server, optimizer, and ad exchange </li></ul><ul><li>Apple reviews and approves each app submitted to AppStore </li></ul><ul><li>Requires developer to integrate; becomes an embedded part of the software </li></ul>
    37. 38. You Got Served! <ul><li>AdMarvel: </li></ul><ul><li>Provides publishers with: </li></ul><ul><li>- publisher ad serving </li></ul><ul><li>- optimization/ “mediation” </li></ul><ul><li>- open rich media SDK </li></ul><ul><li>20+ AdMarvel engineers focused on maintaining and improving SDK </li></ul><ul><li>Light-weight and server-side focus optimizes performance and lowers need for constant app updates </li></ul><ul><li>The best of publisher AND advertiser-side tools: </li></ul><ul><li>- opportunities for cross-channel leverage and collaboration </li></ul><ul><li>- only comprehensive rich media platform for apps & mobile web </li></ul><ul><li>Publishers who are trying to eliminate SDK “clutter” in their apps </li></ul><ul><li>Advertisers who want to easily extend their campaigns into the mobile realm </li></ul>
    38. 39. iDevice App Distribution
    39. 40. iPhone Mobile Web Delivery
    40. 41. Working Together with Publishers <ul><li>Strategic collaboration gets your ads where you want them! </li></ul><ul><ul><li>Advertisers identify publishers where they want to use PointRoll; PointRoll approaches publisher Ad Ops teams </li></ul></ul><ul><ul><li>Media buyer contacts pub sales rep and requests PointRoll integration </li></ul></ul><ul><li>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! </li></ul>
    41. 42. Doin’ It Well
    42. 44. I.P.A.D. Design for the Device I nteractive: 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! P rogram 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. A ction: 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. D evice: 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!
    43. 46. 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
    44. 47. Q&A Time!
    45. 48. Thanks for attending! Making a Mobile Impression: Interactive Digital Advertising in the Mobile Space All attendees will receive For more information visit www.PointRoll.com or email [email_address] today!

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