Beyond Click-Through Rates: Measurement and Mobile

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Presented at Ad Monsters Ops Mobile - April 19, 2012

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Beyond Click-Through Rates: Measurement and Mobile

  1. 1. Beyond Click-Through Rates:Measurement and MobileJohn EganGM, MobileMiniclip America@jegania
  2. 2. The Landscape Projected, Realistic Growth • US Mobile Ad Spending will grow • The market pace is dizzying • Brand advertisers are active, but inconsistent in their approach • Online incumbents are not dominant hereSource: emarketer, Sept. 2011
  3. 3. The LandscapeOpportunity & Challenges• Operational expectations are grounded in online practices• Those expectations are flawed! ≠
  4. 4. TitleA global game publisher that produces original, free-to-play games
  5. 5. 65 Million players worldwide monthlySource: Google Analytics, approximate monthly average
  6. 6. Online and Mobile.
  7. 7. Mobile Growth60,000,00050,000,00040,000,00030,000,00020,000,00010,000,000 -
  8. 8. Games are the dominant activity in Mobile. US Mobile App Consumption, Time Spent per Category Source: Flurry Analytics, January 2012
  9. 9. “The Great Mobile Ad Spending Gap” 2011 US Ad Spending vs. Consumer Time Spent by Media • Opportunity • Challenges Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
  10. 10. Online.
  11. 11. And Mobile.
  12. 12. What Our Clients Are Saying About Mobile
  13. 13. Stacey – Digital Activation, Starcom“…We know we need to be there…butwe don’t really know how to approachit and what to do with it.”
  14. 14. Rebecca– Media Director, 4D “…With the ad networks, I start campaigns with a site list big, but this when I ask for a report at the end, the list is this big. …Running blind just sucks.”
  15. 15. Ryan–Operations Manager, Goodby Silverstein “..The space is still very fragmentedand nothing has been standardized…itmakes running mobile across multiple partners a ton of work.”
  16. 16. Why is this Challenging?• Specifications (Not Enough)• Fragmentation (Too Much)• Systems Alignment (LOL)• Reporting and Metrics (CTR?!)
  17. 17. Specifications Creative MANY Options for Ad Serving.PNG .MPEG4
  18. 18. Specifications“Other” is the Market Leader US Mobile Advertising Market Share Google 24% Other 44% Apple 15% Millenial Media 17% Source: Excerpt – IDC Report: “U.S. Mobile Online Advertising Sizing and Vendor Market Shares”
  19. 19. SpecificationsPredicting Functionality for “Other” is….Tricky Creative Ad Server.PNG .MPEG4
  20. 20. Specifications Creative What Developers HATE • Multiple Ad Serving SDKs • Destabilizes App • Bloats App.PNG .MPEG4 • Updates!
  21. 21. Specifications - Solution Creative MRAID Compliant Ad Server Container Allows rich media ads to display in apps.PNG .MPEG4 Controller Serves a bridge that can integrate HTML based ads
  22. 22. Fragmentation
  23. 23. Fragmentation - SolutionPlan on three sizes for Fullscreen ad units 480x320 320x480 300x250 “Portrait” “Landscape” “Flex”
  24. 24. Systems Alignment Creative Ad Server 3rd Party Tracking.PNG .MPEG4
  25. 25. Systems Alignment---- Original Message ----From: xxxxxxxxxxxxxxxxxxxxxxxxDate: April 9, 2012 4:23 PMSubject: Mobile Ad Serving / Tomorrow’s LaunchTo: xxxxxxxxxxxxxxxxxxxxxHello,Just wanted to reach out and make sure that you are all aware thatVindico will also be required for the mobile ad tracking forxxxxxxxxxxxxx as well.Thanks!
  26. 26. Systems Alignment - Solutions• Test in Advance• Check for <10% Discrepancies• Communicate! 0.4% Discrepancy (iOS only).PNG .MPEG4
  27. 27. Critical WorksWhat Path for Us• 3rd Party Variance / Miniclip Numbers = %• Negative Indicates 3rd Party Numbers were lower 3rd Party Impression Tracking - iOS Ad Product DFA MediaMind Pointroll Atlas .PNG Image Ads 1.08% 1.69% 6.22% -2.43% Celtra Rich Media -0.42% Testing Testing Testing 3rd Party Click Tracking - iOS Ad Product DFA MediaMind Pointroll Atlas .PNG Image Ads 2.62% 4.82% N/A -12.43% Celtra Rich Media 28.89% Testing Testing Testing
  28. 28. Ongoing: Discrepancies• Unique Challenges in this Medium - especially for Clicks• Advise Using 3rd Party and Publisher Reporting• Communicate! Potential Discrepancy Causes  Connection Loss  Latency  File Size  Cachebuster  Browser / Device
  29. 29. Critical WorksWhat Path for Us• 3rd Party Variance / Miniclip Numbers = %• Negative Indicates 3rd Party Numbers were lower 3rd Party Impression Tracking - Android Ad Product DFA MediaMind Pointroll Atlas .PNG Image Ads 1.08% 4.22% 7.62% -0.13% Celtra Rich Media N/A N/A N/A N/A 3rd Party Click Tracking - Android Ad Product DFA MediaMind Pointroll Atlas .PNG Image Ads 2.62% 6.25% N/A -38.71% Celtra Rich Media N/A N/A N/A N/A
  30. 30. Ongoing: “Rich Media Gap”• Updates Required• Confirmation Required 96 Apps…  Ad Server SDK Requires Updates  Schedule Varies by App and by Developer
  31. 31. Programs
  32. 32. Measurement• Yes. Direct Sold Campaigns Outperform Networks on Our Apps• Clicks? Is this 2004? 20.00% 18.00% 17.58% 16.00% 14.00% 12.00% 10.00% Network 8.77% 8.00% Direct 6.00% 4.00% 1.86% 2.20% 2.00% 0.00% Banner Interstitial
  33. 33. Mobile Does Drive Brand Lift… % of Respondents to Correctly Recall Brand Advertiser Interstitial Only 12.14% Banner + Interstitial 13.93%Banner + Interstitial + Video 18.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Source: User Survey
  34. 34. …But CTR is NOT Brand Lift 20.49% Interstitial Only 12.14% 11.07% Banner + Interstitial 13.93% 8.92%Banner + Interstitial + Video 18.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Source: User Survey, Ad Server Performance Metrics
  35. 35. Reporting Example Metrics Example Report: Expandable Video Interstitial• Impressions• Clicks• Video Starts• Video Completions Impressions and Expansions• Gameplays• Replays• Custom Actions Expansions from Banner to Fullscreen Video Starts
  36. 36. Mobile Engagement Funnel • Impressions EXPOSURE • Share Of Voice • Captured by Ad Server • Interaction / Clicks PARTICIPATION • Views / Plays / Installs / Downloads • Captured by Ad Server & Rich Media • Finishes COMPLETION • Completed Video Views • Captured by Rich Media • Likes ADVOCACY • Follows • Shares • Captured by Rich Media ACTION Time
  37. 37. Insights from ProgramsCompare Performance by:• Platform• Device• Game Genre• Creative• Trailer Example Outcomes • Metric: Expand Rate Sports Games outperform Puzzle by 2x • Metric: Complete Landing Page Action YouTube outperforms Twitter by 4x
  38. 38. Ongoing: Post-Campaign Effectiveness Did You See the "Puss in Boots" Movie? Yes! Not Yet Nope 26% 26% 48%
  39. 39. Best Practices (1 of 2) WIN FAIL “One Digital Budget” Mobile Budget, Online Budget, Mobile + Online + Social Social Budget, Test Budget… Respect Audience Behavior Repurposed TV Creative1:45 average session length = Interruptive & Interminable :15 Video. MAX. ADD. AD. New Games, New Content, “Click Me!”, “Install Me!”, Relevance & Familiarity Everywhere & Nowhere
  40. 40. Best Practices (2 of 2) Plan for Fragmentation – build multiple creative sizes Ask if the ad server and creative are MRAID compliant Talk about prior experiences with 3rd party tracking Has that exact combination been tested before? Define the metrics that matter Communicate!
  41. 41. Thank you & next steps…John EganGM, MobileMiniclip America@jeganiaMeet The Mobile Gamers Infographic:http://playstartshere.com/mobile/Large-graphic-V5-150-dpi.jpgAbout:http://corporate.miniclip.com/page/view/advertising/

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