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Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
Beyond Click-Through Rates: Measurement and Mobile
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Beyond Click-Through Rates: Measurement and Mobile

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Presented at Ad Monsters Ops Mobile - April 19, 2012

Presented at Ad Monsters Ops Mobile - April 19, 2012

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  • 1. Beyond Click-Through Rates:Measurement and MobileJohn EganGM, MobileMiniclip America@jegania
  • 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. The LandscapeOpportunity & Challenges• Operational expectations are grounded in online practices• Those expectations are flawed! ≠
  • 4. TitleA global game publisher that produces original, free-to-play games
  • 5. 65 Million players worldwide monthlySource: Google Analytics, approximate monthly average
  • 6. Online and Mobile.
  • 7. Mobile Growth60,000,00050,000,00040,000,00030,000,00020,000,00010,000,000 -
  • 8. Games are the dominant activity in Mobile. US Mobile App Consumption, Time Spent per Category Source: Flurry Analytics, January 2012
  • 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. Online.
  • 11. And Mobile.
  • 12. What Our Clients Are Saying About Mobile
  • 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. 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. 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. Why is this Challenging?• Specifications (Not Enough)• Fragmentation (Too Much)• Systems Alignment (LOL)• Reporting and Metrics (CTR?!)
  • 17. Specifications Creative MANY Options for Ad Serving.PNG .MPEG4
  • 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. SpecificationsPredicting Functionality for “Other” is….Tricky Creative Ad Server.PNG .MPEG4
  • 20. Specifications Creative What Developers HATE • Multiple Ad Serving SDKs • Destabilizes App • Bloats App.PNG .MPEG4 • Updates!
  • 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. Fragmentation
  • 23. Fragmentation - SolutionPlan on three sizes for Fullscreen ad units 480x320 320x480 300x250 “Portrait” “Landscape” “Flex”
  • 24. Systems Alignment Creative Ad Server 3rd Party Tracking.PNG .MPEG4
  • 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. Systems Alignment - Solutions• Test in Advance• Check for <10% Discrepancies• Communicate! 0.4% Discrepancy (iOS only).PNG .MPEG4
  • 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. 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. 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. Ongoing: “Rich Media Gap”• Updates Required• Confirmation Required 96 Apps…  Ad Server SDK Requires Updates  Schedule Varies by App and by Developer
  • 31. Programs
  • 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. 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. …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. 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. 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. 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. Ongoing: Post-Campaign Effectiveness Did You See the "Puss in Boots" Movie? Yes! Not Yet Nope 26% 26% 48%
  • 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. 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. 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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