The Power of Mobilizing Your Brand - Google Partners Connect Event

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As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of …

As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of technology, and how brands can best target their audience and budget using a social-mobile strategy. As a member of the #PartnersConnect group, ATS Mobile brings the best of social media relationships with Google and mobile search, its 25 years of experience working with agencies, brands and businesses of all sizes.

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  • 1. THE POWER OF MOBILIZING YOUR BRAND (AND YES, YOUR BUSINESS IS A BRAND!) MAY 21, 2014 in association with the Google Partners Connect Event presented by ATS Mobile’s Accounts & Design Teams
  • 2. International offices in Canada United Kingdom Ireland Czech Republic Headquartered in King of Prussia, Pa.
  • 3. 25 YEARS OF INTERACTIVE ENGAGEMENT
  • 4. > Innovative Text Message Marketing Platforms > Custom mobile consumer engagement solutions > Mobile Microsite production - responsive design + development > Turn-key mobile promotion execution & management > Mobile app development > Mobile Ad targeting - consulting, placement, and activation > Social Media Ad targeting - consulting, placement, and activation We execute mobile strategies after listening to our clients’ needs
  • 5. MOBILE HAS CHANGED EVERYTHING
  • 6. Some of us will have the mobile number we have today for the rest of our life! YOUR PHONE # IS YOUR MOBILE-DIGITAL DNA
  • 7. “Old” social networks like Facebook have been forced to refocus their efforts on the mobile world. New platforms like Vine and Snapchat were built in the mobile space from the ground up.
  • 8. MOBILE TARGETED ADVERTISING The Big Gap: Mobile Ad Spend vs. Consumption MOBILE USE SHARE IS EXPLODING NEARLY DOUBLING IN THE LAST 12 MONTHS … yet only 4% of ad budgets are spent on mobile advertising.
  • 9. 9 Every day new companies enter the mobile ecosphere, where the pace of innovation is dizzyingly high. The landscape can become confusing fast.
  • 10. 10 Every day new companies enter the mobile ecosphere, where the pace of innovation is dizzyingly high. The landscape can become confusing fast. Let’s simplify.
  • 11. 11 Let us show you how a digital-social-mobile strategy can strengthen your brand and increase foot traffic
  • 12. MOBILE TARGETED ADVERTISING The Power of Targeting Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before. The building blocks of campaign design include: GEO-FENCING No more wasted spend – only advertise to users within an area defined by zipcode, radius, or unique polygon. DEMO-TARGETING Only reach the users who meet a target profile of interest, behavior, level of education, group association… DAYPARTING & GEO-TARGETING/CONQUESTING Spend ad dollars whenever and wherever makes the most sense – i.e., target nurses working night shift at local critical care facilities.
  • 13. 13 WEB-BASED IN-APP Will run on a web page just like an online campaign, restricted to mobile device Runs only within apps downloaded to smart phones Dual HTML5/Flash publishing, or GIF/JPG recommended Same creative file type restrictions Platform targetable, or agnostic Platform targetable, or agnostic Some rich media options More rich media options, availability well-documented Some ad sizes can run on feature phones as well as smartphones and tablets Will not run on feature phones, will run on smart phones and tablets MOBILE TARGETED ADVERTISING Mobile Display Targeting Options
  • 14. 14 iPhone 300x250 & 320x50 iPad 300x250, 728x90, 120x600 & 468x60 Android 300x250 & 320x50 Windows Phone 7 480x80 MOBILE TARGETED ADVERTISING “Standard” Banner Sizes With the ever-rising number of devices in the field, online ad platforms have decided on a number of relatively standard specs for banner ads. Optimizing creative for every platform is another story!
  • 15. 15 MOBILE TARGETED ADVERTISING Optimizing Standard Banners The most common and usually lowest-CPM ad inventory is found with standard still image banners. Lower prices allow a larger number of impressions, but care must be taken to design creative that rises above the noise. Clear call to action & ^ simulated interactivity. Use bulk impressions to reinforce brand messaging.^ High contrast & clean text. ^
  • 16. 16 The Fullscreen Interstitial Video unit is displayed during a pause in the user cycle (i.e., app loading; data updates) and can be either user-initiated or set to autoplay. Supported on almost all mobile platforms and devices. MOBILE TARGETED ADVERTISING Fullscreen Interstitial Video
  • 17. 17 MOBILE TARGETED ADVERTISING Mobilized Landing Pages & Lead Tracking The most important part of successfully executing a mobile ad campaign is sending interested users to a mobile-optimized destination.
  • 18. 18 MOBILE TARGETED ADVERTISING Instant Backend Access & Follow-Up
  • 19. 19 SOCIAL-MOBILE ADVERTISING Targeting PEOPLE not PLACES Traditional mobile ad buying is based on geography, basic demographics and device – i.e., “serve this ad to tablet users 21+ within a 1-mile radius of XYZ Location.” Ad targeting on social networks is entirely different and extremely powerful. Instead of just casting a net over a strategic geographic area, these platforms allow you to pinpoint precisely the users who are most likely to be interested in what you’re promoting. Where do these networks get their data? We all volunteer it, every day!
  • 20. 20 SOCIAL-MOBILE ADVERTISING Facebook “Lookalike” Modeling Facebook’s powerful ad platform is designed to target native ads to the users most likely to respond. This is done with a combination of geographic definition and user traits – demographics, interests, and behaviors.
  • 21. 21 SOCIAL-MOBILE ADVERTISING LinkedIn Targeting: Industries, Titles & Groups Beyond the traditional LinkedIn Job postings, you can design a brand-building recruitment campaign using native ads on users’ homepage feeds.
  • 22. 22 WHERE DO I BEGIN!?
  • 23. 23 Define your Define your Define your GOALS. AUDIENCE. INVESTMENT. What type of reach are you looking for? How can you maximize each impression? How will you define success? What are the geo areas you want to focus on? What are your strongest non-digital channels? Who exactly are you trying to reach? How long should the campaign last? What other channels can you target? When can you start shifting budget into mobile? 1 2 3
  • 24. 24 Scott Bronenberg scottb@atsmobile.com 610-994-1850 THANK YOU FOR ATTENDING TODAY’S EVENT! We will be happy to forward you a copy. Michael Candelori michaelc@atsmobile.com 610-995-7758 Brad Bierman bradb@atsmobile.com 610-994-1853
  • 25. 25