The Challenge of Mobile Tracking
AgendaChallenge 1    Traffic fragmentationChallenge 2   iOS conversion tracking                                 Trademob ▪...
Welcome to the    jungle!             Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
The daily routine as mobile advertiser             Multiple ad networks, complicated tracking & opaque reporting need a   ...
The solution                            Comprehensive tracking allows optimization            One tracking       Aggregate...
Tracking reality todayApple App Store’s firewall cuts off all tracking information                                        ...
Conventional tracking solutions              Overview of the currently most common solutions in the market         Device ...
Introducing AccuTrack                         100% accuracy with no disruption of user experience                         ...
Trademob at a glance                               Tracking with AccuTrack                               Unrivalled techno...
Ready to rethink mobile?            Ingo Bohg            SVP Americas              +1 415 539 6794              ib@trademo...
Nothing gets closer to your customers than mobile
How to ensure you mobile presence is a               success                  Mick Rigby             Mick@yodelmobile.com
Mobile strategies                       BRAND                                                 REVENUE                     ...
How do you leverage the success of your real estate?Mobile Search   Digital                                 Native Applica...
Not all mobile is successful                      Mobile Best                  Overall Mobile            Mobile Worst     ...
How do you ensure your mobile Display         activity is effective?
How do you succeedTracking   Creative   Campaign    Learnings
How do you succeedTracking
The tracking journey                             Your tracking solution  Publishers    Networks     Carriers   (CPM)      ...
Make sure your mobile tracking…..Works across all OS, HTML and mobile webIntegrates into Search, Display and Online      U...
The Right Tracking will …  optimize activity               Track from an             Result in ongoing       Hourly       ...
And will result in cost per acquisition going                                                                             ...
How do you succeedCreative
Not all mobile creative is successful
Different solutions do different things          Brand                              Engagement Direct Response      Pre Ro...
The Six principles of mobile creative               Make it Relevent              Ensure its Engaging              Surpris...
Banner Display
Rich media
Video displayVideo Pre-roll
How do you succeedCampaign
Mobile Landscape
Things to remember when planning a mobile                                                         campaign1. Understand yo...
How do you succeedLearnings
Mobile is going to dominate digital   and the winners will be the guysthat stick with it, trial, track and invest.
Mick@yodelmobile.com  www.yodelmobile.com
What You Need to KnowAbout Mobile Advertising Richy Glassberg, COO, MedialetsMobile Brand & Agency Masterclass
Quick Medialets Intro Pioneering mobile ad platform with four+ years experience and  thousands of successful mobile campa...
Unique, Captivating Creative                                              Mobi Awards Winner                              ...
Building Deep Experiences                                            OMMA Award Nominee                                   ...
Generating Exceptional EngagementBrand: Dunkin’ DonutsAgency: Hill HolidayPublisher: EA Scrabble                          46
State of Digital AdvertisingDESKTOP                      MOBILE                  47
The Mobile ChallengeMobile Opportunity
The Mobile ChallengeMobile Opportunity
The Mobile Campaign Process vs Online     Media Planning                                                                  ...
The Mobile Media PlanMobile’s Moving Target: The Media Plan Ever-changing mobile device landscape Frequent publisher upd...
Mobile CreativeMobile Creative: Unprecedented Rich Capabilities   Ever-changing mobile device landscape   Fragmentation ...
Mobile Quality AssuranceTesting Ad Creative Dynamic mobile landscape complicates quality  assurance Can’t view or test f...
Mobile Ad ServingMobile Ad Serving Mobile’s dynamic landscape requires that properties are  certified and then recertifie...
Mobile MeasurementMobile Measurement It’s 100% measureable but industry lacks standards in  metrics and methodologies. I...
Mobile Measurement        56
Mobile Measurement        57
Why bother?
Time spent on mobileis growing at threehas more than tripledtimes past threein the the rate ofdesktopyears, while timespen...
Time spent on mobile                       is growing at three                       has more than tripled                ...
Time spent on mobile                    is growing at three                    times the rate of                    deskto...
Let’s Discuss Your Mobile Challenges and               Questions…        Richy Glassberg, COO, Medialets       Mobile Bran...
Fresh Thinking:Using Mobile toKeep Your Brand FreshDakota Sullivan, SVP AmericasNYC, February 6, 2013    Dakota Sullivan, ...
[a•mo•bee] (n.) mobile to the core.         2012 GSMA Mobile Advertising                              A few of our custome...
How Most Brands & Agencies Still Think About Mobile                                                                       ...
How Most                                                                    Consumers Think                               ...
Mobile Should Be As Important To You As It Is To Them Some brands starting to fully embrace mobile—most focus on utility  ...
What about                  inspiration?69   Confidential. Do not distribute. Copyright 2013 Amobee, Inc.   2/8/2013
PULSE 3D:                                                                               Ads as Amazing as Apps            ...
71   Confidential. Do not distribute. Copyright 2013 Amobee, Inc.   2/8/2013
“Phy-gital” Impact Mobile + Out-of-Home woven together  for campaign that will dazzle the most  jaded consumer Use mobil...
AugmentedReality eBay’s augmented reality campaign  can be triggered by both poster and  press ads Video content promoti...
Thank you!     • Talk to us during networking session     • Category exclusivity still available for PULSE 3D       holida...
THINKING MOBILE FIRSTRoss Sleight, Chief Strategy OfficerFebruary, 2013                                       Somo Copyrig...
WHO ARE SOMO?                                                                   Creative &                Performance &   ...
A SELECTION OF OUR CLIENTS                                  Somo Copyright & Confidential   Somo Ltd.78
CUSTOMERS ARE NOW OMNI PLATFORM                     Somo Copyright & Confidential
USAGE DIFFERS BY PLATFORM AND CONTEXT                                              Always on.                 Lean forward...
DEVELOPING ENGAGEMENT THROUGH MOBILE IN THE PHYSICAL      WORLD          91% of Super Bowl viewers                        ...
REAL WORLD/PHYSICAL WORLD EXAMPLES                       Somo Copyright & Confidential82
MAKING SENSE OF MOBILE     Get in touch.     www.somoglobal.com     NEW YORK                    LONDON               SAN F...
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Mobile Brand Masterclass NY
Upcoming SlideShare
Loading in …5
×

Mobile Brand Masterclass NY

908 views

Published on

Mobile Brand Masterclassing in NY on 6th Feb 2013

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
908
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
28
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile Brand Masterclass NY

  1. 1. The Challenge of Mobile Tracking
  2. 2. AgendaChallenge 1 Traffic fragmentationChallenge 2 iOS conversion tracking Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  3. 3. Welcome to the jungle! Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  4. 4. The daily routine as mobile advertiser Multiple ad networks, complicated tracking & opaque reporting need a lot of time, money and effort to handle Many tracking SDKs Fragmented market Unclear reporting No optimization necessary CPC CPD CPA SDK Integration 0,07 1,50 ? Cost per User Installs CPC CPD CPA SDK Integration 0,07 ? ?Steps to CPC CPD CPAadvertise SDK Integration 0,07 ? ? an app CPC CPD CPA SDK Integration 0,07 2,00 ? More SDKs… More reporting More ad networks dashboards Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  5. 5. The solution Comprehensive tracking allows optimization One tracking Aggregated market Clear reporting Optimization Ad Day/ Con Banner Network Publisher Time -nection CPC CPD CPA 0,07 1,50 3Steps to 0,07 2 2,5advertise Universal tracking SDK 0,09 1 2 an app 0,07 0,5 3 0,06 0,5 2,8 Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  6. 6. Tracking reality todayApple App Store’s firewall cuts off all tracking information Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  7. 7. Conventional tracking solutions Overview of the currently most common solutions in the market Device ID Fingerprint CookiesOnly available for 40% Only 60-80% accuracy Bad user experienceof all traffic # installs First apps 40% using Cookie- Tracking already ✗ banned by ✗ ✗ Apple 24 hrs. time Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  8. 8. Introducing AccuTrack 100% accuracy with no disruption of user experience Tracks 100% of all No disturbance 100% accurate mobile sources to user experience Click x ✓ ✓ ✓Install Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  9. 9. Trademob at a glance Tracking with AccuTrack Unrivalled technology that provides 100% accuracy for all traffic sources smartBoost Online DashboardManaged campaigns for Fully customizable pivot tablesguaranteed top App Storeranking to maximum number oforganic downloads Campaign Management Full service offering, including media buying, tracking and optimization Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
  10. 10. Ready to rethink mobile? Ingo Bohg SVP Americas +1 415 539 6794 ib@trademob.com www.trademob.com
  11. 11. Nothing gets closer to your customers than mobile
  12. 12. How to ensure you mobile presence is a success Mick Rigby Mick@yodelmobile.com
  13. 13. Mobile strategies BRAND REVENUE STRATEGIES STRATEGIES Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPA’s McommerceGreater Usage Comp advantage Better service Greater returns New rev streamsHeadline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart
  14. 14. How do you leverage the success of your real estate?Mobile Search Digital Native Applications CRM M-sites Passbook vouchersAbove the Line HTML Apps Mcommerce site M- SocialMobile Display
  15. 15. Not all mobile is successful Mobile Best Overall Mobile Mobile Worst Performance Performers Performance50 44.440 29.830 18.1 19.920 16.3 14.5 12.110 5.9 4.7 3.9 2.4 -2.7 -1.3 -4.9 -4.0 0 Aided Brand Awareness Mobile Ad Message Brand Favorability Purchase-10 Awareness Association Intent
  16. 16. How do you ensure your mobile Display activity is effective?
  17. 17. How do you succeedTracking Creative Campaign Learnings
  18. 18. How do you succeedTracking
  19. 19. The tracking journey Your tracking solution Publishers Networks Carriers (CPM) (CPC) (CPU/CPM) • Banners • Banner click • Networks • Network • Time of dayBanner / HTML Msite Application • Day of week Ad • Publishers • Publisher • Coded publishers • Publisher groups • App downloads • Events • Virtual CPA • Section searched • Behavioral • Actions taken groups • Location • Usage • H/M/L Usage • Activity Usage • Retargeting
  20. 20. Make sure your mobile tracking…..Works across all OS, HTML and mobile webIntegrates into Search, Display and Online Utilizes all points of reference Is universally accepted by networks and publishers
  21. 21. The Right Tracking will … optimize activity Track from an Result in ongoing Hourly Impression to a Campaign Daily click download Improvements By publisher Registration and Budget Network Purchase Managementcreative ad solution Future Planning Ultimately a desired cost per acquisition or Brand favorability improvement
  22. 22. And will result in cost per acquisition going southCost Per Acquisition $ 60 50 40 Creative 1 Creative 2 Creative 3 30 Creative 4 Creative 5 20 10 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
  23. 23. How do you succeedCreative
  24. 24. Not all mobile creative is successful
  25. 25. Different solutions do different things Brand Engagement Direct Response Pre Roll Video HTML5 Rich Banner To Video Standard Banners MediaContent Expandable Overlays Geo targeted SMS Banners Banners
  26. 26. The Six principles of mobile creative Make it Relevent Ensure its Engaging Surprise and Delight Play to your strengths Be Competent Consider the Time and Place
  27. 27. Banner Display
  28. 28. Rich media
  29. 29. Video displayVideo Pre-roll
  30. 30. How do you succeedCampaign
  31. 31. Mobile Landscape
  32. 32. Things to remember when planning a mobile campaign1. Understand your target user base. Who is going to see the ad, where are they going to see it, what time are they going to see it?2. How are they going to interact with the ad?3. A strong call-to-action encourages interactivity and engagement which is in turn extremely valuable for brands and gives a better chance of users clicking through4. Make sure the destination of the advertising is mobile friendly/optimised.5. Clear and persistent branding is important for brand awareness
  33. 33. How do you succeedLearnings
  34. 34. Mobile is going to dominate digital and the winners will be the guysthat stick with it, trial, track and invest.
  35. 35. Mick@yodelmobile.com www.yodelmobile.com
  36. 36. What You Need to KnowAbout Mobile Advertising Richy Glassberg, COO, MedialetsMobile Brand & Agency Masterclass
  37. 37. Quick Medialets Intro Pioneering mobile ad platform with four+ years experience and thousands of successful mobile campaigns delivered. Technology and services designed expressly to enable mobile advertising at scale Unmatched expertise in cross-platform mobile and tablet campaign execution and measurement Market-leading rich media ad formats and creative capabilities, with creative solutions for every timeline and budget Recently selected by VivaKi to be the preferred mobile and tablet ad serving partner across the global agency network.
  38. 38. Unique, Captivating Creative Mobi Awards Winner Best CreativeBrand: HBO / True BloodAgency: PHD
  39. 39. Building Deep Experiences OMMA Award Nominee Best Mobile In-App Ad Best Rich Media Campaign Mobi AwardsBrand: Ralph Lauren Best Tablet CampaignAgency: Direct / Razorfish Best Mobile Branding CampaignPublisher: The New York Times 45
  40. 40. Generating Exceptional EngagementBrand: Dunkin’ DonutsAgency: Hill HolidayPublisher: EA Scrabble 46
  41. 41. State of Digital AdvertisingDESKTOP MOBILE 47
  42. 42. The Mobile ChallengeMobile Opportunity
  43. 43. The Mobile ChallengeMobile Opportunity
  44. 44. The Mobile Campaign Process vs Online Media Planning Measurement Ad Creation Assurance & Buying Serving Quality Media Quality Trafficking & MeasurementPlanning & Ad Creation Assurance Serving & Billing Buying Dynamic HTML5 Complexity No support of Cookies Landscape vs. Lack of Standards Flash 50
  45. 45. The Mobile Media PlanMobile’s Moving Target: The Media Plan Ever-changing mobile device landscape Frequent publisher updates to mobile apps & websites Fragmentation across ad sizes, placements and formats Publishers require signed I/O to provide current specs; current specs required to generate accurate tags.A on-time mobile campaign launch requires that yourmobile media plan is completely and accurately defined. 51
  46. 46. Mobile CreativeMobile Creative: Unprecedented Rich Capabilities Ever-changing mobile device landscape Fragmentation across ad sizes, placements and formats Lack of Flash support; limited HTML5 resources Confusion around creative APIs Lack of understanding around timelines & processMobile creative is exponentially more difficult to executethan online creative. 52
  47. 47. Mobile Quality AssuranceTesting Ad Creative Dynamic mobile landscape complicates quality assurance Can’t view or test full functionality of mobile web ads online; app ads are even more complex Cost/challenge of maintaining a current device bank for complete testingMobile ads cannot be thoroughly tested outside of afully-equipped and trained quality assurance team andfacility. 53
  48. 48. Mobile Ad ServingMobile Ad Serving Mobile’s dynamic landscape requires that properties are certified and then recertified for ad serving. Ad serving solutions defined for desktop don’t address the inherent challenges of mobile. Lack of standards result in challenges for measurement across campaigns.‘Traditional’ online advertising doesn’t address mobile’sunique needs; you need a new approach. 54
  49. 49. Mobile MeasurementMobile Measurement It’s 100% measureable but industry lacks standards in metrics and methodologies. Inability to rely on cookies nullifies desktop best practices Agencies rely on different platforms, adding greater burden to campaign analysis and billing.Mobile’s differences from online present challenges thatresult in more work and more frequent and largerdiscrepancies. 55
  50. 50. Mobile Measurement 56
  51. 51. Mobile Measurement 57
  52. 52. Why bother?
  53. 53. Time spent on mobileis growing at threehas more than tripledtimes past threein the the rate ofdesktopyears, while timespentSep and desktop haseMarketer, on Oct 2012grown less than 2%eMarketer, Sep and Oct 2012 Why bother?
  54. 54. Time spent on mobile is growing at three has more than tripled times past three in the the rate of desktop years, while time spentSep and desktop has eMarketer, on Oct 2012 grown less than 2% eMarketer, Sep and Oct 2012 Why bother?85% of tablet and 85% of tablet andsmartphone owners use smartphone owners usetheir device while their device whilewatching TV watching TVNielsen, Nov 2012 Nielsen, Nov 2012
  55. 55. Time spent on mobile is growing at three times the rate of desktop eMarketer, Sep and Oct 2012 Why bother?85% of tablet and US mobile users will spendsmartphone owners use $37.44 billion in 2013their device while on retail purchaseswatching TV eMarketer, Jan 2013Nielsen, Nov 2012
  56. 56. Let’s Discuss Your Mobile Challenges and Questions… Richy Glassberg, COO, Medialets Mobile Brand & Agency Masterclass richy@medialets.com
  57. 57. Fresh Thinking:Using Mobile toKeep Your Brand FreshDakota Sullivan, SVP AmericasNYC, February 6, 2013 Dakota Sullivan, SVP Americas NYC, February 6, 2013
  58. 58. [a•mo•bee] (n.) mobile to the core. 2012 GSMA Mobile Advertising A few of our customers Agency of the Year Confidential. Do not distribute. Copyright 2013 Amobee, Inc.
  59. 59. How Most Brands & Agencies Still Think About Mobile CelebrityTV Superbowl Spot!! Top Chef Sponsorship! Apprentice Feature Episode!!!Print 8 Page Cosmo Pull Out! Full page ad in Forbes! Valentines Day Roadblock Yahoo! ContentDigital Total Web Domination!! Integration!Mobile Animated GIF banners66 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  60. 60. How Most Consumers Think About Mobile67 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  61. 61. Mobile Should Be As Important To You As It Is To Them Some brands starting to fully embrace mobile—most focus on utility Rich On-the-go content: & in-store expert advice, features: tips to inspire barcode reader, purchase social tie-ins, ratings However, utility is only one aspect of mobile…68 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  62. 62. What about inspiration?69 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  63. 63. PULSE 3D: Ads as Amazing as Apps  Goes far beyond HTML5  Uses full capabilities of devices  Interstitial, full-device screen ads let viewer play, explore, and shop  Brand new technology owned and only offered by [a•mo•bee]70 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  64. 64. 71 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  65. 65. “Phy-gital” Impact Mobile + Out-of-Home woven together for campaign that will dazzle the most jaded consumer Use mobile video, re-targeting, geo- fencing, day parting, QR, NFC, all driven by real time mobile data [a•mo•bee] executing this today, delivering CTRs up to 24%, 50% increases in app installs, heavy increase in retail footfall72 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  66. 66. AugmentedReality eBay’s augmented reality campaign can be triggered by both poster and press ads Video content promoting the campaign is ‘projected’ onto the print ad, deepening the message Several different call to actions are featured including app downloads & links to purchasing featured clothes73 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  67. 67. Thank you! • Talk to us during networking session • Category exclusivity still available for PULSE 3D holiday campaigns Dakota Sullivan Jolie Giuffre Mike Kerans SVP Americas Sr. Mobile Strategist, Business Development Travel Vertical74 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013
  68. 68. THINKING MOBILE FIRSTRoss Sleight, Chief Strategy OfficerFebruary, 2013 Somo Copyright & Confidential
  69. 69. WHO ARE SOMO? Creative & Performance & Custom Brand Marketing Development Strategy & Innovation Media Enterprise technology data technology management Platforms platforms FULL SERVICE MOBILE SOLUTIONS COMPANY Somo Copyright & Confidential77
  70. 70. A SELECTION OF OUR CLIENTS Somo Copyright & Confidential Somo Ltd.78
  71. 71. CUSTOMERS ARE NOW OMNI PLATFORM Somo Copyright & Confidential
  72. 72. USAGE DIFFERS BY PLATFORM AND CONTEXT Always on. Lean forward. Location aware. Lean back. Focused engaged. Staccato usage Consumption and Multiple customer journeys. Short, intense tasks engagement. Faceted search. (Bored, urgent, Touch not mouse. Large inventory. repetitive). Video and content led Content creation. Singular customer usage. journey. Somo Copyright & Confidential80
  73. 73. DEVELOPING ENGAGEMENT THROUGH MOBILE IN THE PHYSICAL WORLD 91% of Super Bowl viewers 38% look for brand on used their mobile device mobile after seeing OOH 4 during the commercials1 55% smartphone penetration 31% Tablet in the US 3 39% of smartphone user scanned 56% of Smartphones used in store 5 a QR code in a magazine21 MMA and SessionM, Feb 2013 ,2 eMarketer, QR Usage, Jan 2013 3 Comscore, Dec 2012, Pew Internet Jan 13 4 Kinect/Joule Feb 2012/ 5 IAB, Mobile Shoppers, Nov 2012 Somo Copyright & Confidential 81
  74. 74. REAL WORLD/PHYSICAL WORLD EXAMPLES Somo Copyright & Confidential82
  75. 75. MAKING SENSE OF MOBILE Get in touch. www.somoglobal.com NEW YORK LONDON SAN FRANCISCO LOS ANGELES SINGAPORE 1440 Broadway Haymarket House 181 Fremont Street 1530 7th St, Suite 100 50 Raffles Place, Level 30 23rd Floor 28 Haymarket San Francisco, CA 94105 Santa Monica, CA 90401 Singapore Land Tower New York, NY, 10018 London SW1Y 4SP Singapore 048623 +1 646 512 5127 Ext. 3432 +44(0)20 3397 3550 +1 (415) 230 2756 +1 (310) 962 6365 +65 66323551 @somoglobal hello@somoglobal.com Somo Copyright & Confidential83

×