Mojiva camerjam mobile brand masterclass

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Mojiva camerjam mobile brand masterclass

  1. 1. Mobile Planning and BuyingNick Marsh
  2. 2. Agenda  Growth potential  Increased campaign performance  Greater brand awareness  Higher response rates  Buying media  Multiple platforms and devices  Rich media  Tracking ROI and KPIs
  3. 3. Buying Media DSPsAgencies Publishers Networks Exchange & Mediation
  4. 4. Device and Platform vs. ActionApp & Web Software Browsers Devices Platforms ACTION
  5. 5. Rich Media vs. Device vs. PublisherPublishers Rich Media Devices Platforms
  6. 6. Tracking on mobile Marin Software Research Brief March 2011
  7. 7. Mobile Effectiveness Mobile vs. Desktop Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007 – December 2009 20% Mobile Norms Online Norms 15% 15% 14% 12% 10% 9% 10% 9% 6% 5% 0% Message Unaided Awareness Aided Awareness Ad Awareness Brand Favorability Purchase Intent AssociationDelta: Exposed - Control
  8. 8. Exponential Growth and Dynamic Tracking
  9. 9. Questions

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