Apparently I drew the short straw today and got the 9am slot……..on a Friday……..just outside of Miami.
With that in mind….Welcome to the Mobile Clinic….the Hangover Heaven mobile Clinic that is.
Does anyone know these guys? They’re an on demand hangover cure for a fee.
They’re based on Vegas (Shocker!) and they’re a different kind of MOBILE, but I thought it could be appropriate for some of you today.
There are a few reasons I think some of you may have a MOBILE HANGOVER
Let’s get a show of hands: Who is offering mobile programmatically?
Who’s having GREAT success making money. We know direct sold is typically lower for mobile, but chances are you’re not happy about the yield either way.
Your traffic is increasing, but since so much of that volume is coming through mobile, yields probably aren’t improving…or they may be dropping overall.
http://www.shutterstock.com/en/pic.mhtml?id=145281661&src=VBfW5HRB6ZsHM9D7vyUlsA-1-9
Our world is all about driving sales through personalization and prediction
CLICKS, Conversions and Web Commerce
We’re paid on Cost per Click, and judged on a strict Return on Spend to Client. So as you can imagine, we’re extremely tuned in to what works on what devices, how to reach and engage users no matter where they may be
Everything is through this lens of performance…no matter what the device.
Because of the type of buyer we are, our spend flows wherever users are purchasing
IF IT WORKS, WE’LL SPEND MORE, so our buys are agnostic of platform, and
AND SO, We’re now able to touch each way people consume digital media (except for TV – not yet!)
Have to be able to find and effectively deliver ads to users everywhere – FULL Spectruum
These are Search budgets; Not attainable otherwise
Lots of retail and travel
BUT LET’S FACE IT - SHIFT HAPPENS.
And what we’re seeing is a MAJOR shift. I’m sure it’s impacting almost everyone in the room.
90% of consumers are not using more than one device to complete a task.
They’re using Search on one device, reading reviews on another, and sometimes transacting on a third.
And I’ll show you, it’s not just a shift in traffic, but performance is following too.
Trust me, your branding clients are starting to see this too!
2013 was the year where users spend more time on smartphones & tablets than on desktop.
So this is where all the growth is happening. Chances are you’re seeing a lot more traffic, but not nearly as much of a lift in revenue. The good news is that programmatic CPMs have started to come up on desktop….but what about mobile?
This number was 18% in 2010. That’s an increase in time of X minutes
This is US data from Comscore (other markets look very similar if not more drastic).
https://www.comscore.com/Insights/Blog/Theres-a-20-Billion-Pot-of-Gold-at-the-End-of-the-Mobile-Advertising-Rainbow
These are global figures
Mobile traffic still growing at 1.5x per year, so no sign of slowing down
Facebook is officially a mobile company with 59% revenue now coming from mobile and 609 million daily mobile users
http://techcrunch.com/2014/04/23/facebook-q1-2014-earnings/
Original chart source – Enders Analysis
Okay, so time spent on mobile is way up.
Ad dollars are following behind….but SLOWLY
It’s still being under-valued by advertisers
From an ad spend perspective, it’s most relevant to look at as a % of total media
American adults now spend almost a quarter of their media time on mobile devices, but even with this year’s growth, it’s estimated that spending will only raise mobile’s share of the ad market to 9.8%
http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018
The dollars are starting to follow, but that doesn’t help you right now
25% of time, but less than 10% of spend
$0.07 (mobile) vs $0.12 (non-mobile online) per hour spend (US adults); so for every minute a user spends on mobile rather desktop, you make less than 60% of what you would have
Let’s talk about the traffic
Let’s talk about the transactions
US business broken up by major mobile device type (August 2014)
All mobile devices have the same or better CTR than desktop,
Android - average click rate, lower conv. Rate - when you compare your iphone CPMs to desktop, do you get even close to half?
iPhone - Click through rates are higher across all mobile devices; conversion rates are lower
US business broken up by device type for August 2014.
No surprise that iPad performs; much higher click rate, lower conv. Rate - nets out slightly higher…and cart values are higher as a rule which isn’t factored in here.
All mobile devices have the same or better CTR than desktop,
iPad - much higher click rate, lower conv. Rate - nets out slightly higher…and cart values are higher as a rule
Android - average click rate, lower conv. Rate - when you compare your iphone CPMs to desktop, do you get even close to half?
iPhone - Click through rates are higher across all mobile devices; conversion rates are lower
There are three main things that have made mobile marketing difficult in the past
Historically, Mobile Marketing has been hard for three main reasons.
First. We tend to lump it all together, but in reality it’s much more involved
Different capabilities, different integrations
This makes it hard on buyers and publishers
I still have publishers who fail to ask if we want to buy across mobile – they assume we’re not interested or can’t serve against it
Mobile web first
First, there’s the cookie issue. Without cookies, targeting is extremely difficult and relevance suffers
Then there’s the issue with Flash. The first two are largely about iOS and Safari.
For many performance campaigns, In app spending is particularly affected by the inability to deeplink.
If you can’t click a user straight to a product page, it affects ROI and has to drive costs down.
Poor attribution was actually cited in a survey we did of clients as the biggest barrier to increasing their spending
We’ve come up with a number of ways to address these problems and have had to invest heavily
Cross device tracking is an issue for almost everyone. Everyone is trying to figure out a solution.
Whether the client is a brand buyer or programmatic, they tend suffer from not being able to speak to a user the same everywhere they see them
Obviously, targeting is kind of a problem in this case. The same user may be seen as 3 or 4 unique people.
Cookies and mobile ID‘s (whether it‘s a UUID or Apple‘s IDFA – “Identifier for Advertisers“)
On desktop, it‘s always been about the cookie; on smartphones, tablets and apps, it‘s all about the mobile ID. It will be a move back to the customer, rather than the platform.
activity that happens on mobile is tough to associate
Those who have users logged in have it easy, but that‘s not many of you+
Attribution / Value
Think holistically, but be deliberate.
If mobile and desktop are so different…
why do so many people treat them the same? Just because many of your brands and buyers have interest in both doesn’t mean you should deploy them the same way. You may have less sell through in mobile… more liquidity on desktop
When you’re working with a client; break out mobile and tablet
Find out if one is more valuable than the other
Chances are your direct sell through rates aren’t great on mobile / tablet, and fill is low….so why hold everything to the same standard?
You’d be surprised how few publishers do this!!
Explain the graph
germany
Start Simple, what can you light up quickly (maybe it’s an exchange, but what next)
If you have a site built on responsive design, it may be very little work to turn on existing campaigns, ad mobile sizes, or target to iOS browsers.
It should become start operating procedure for your team to ask these questions
Seek out alternative demand channels; you don’t want to bump against conflict with direct budgets – mobile capable performance buyers may spend more as a % of business in that channel than desktop (Sell through is typically lower on mobile, so should have more flexibility)
Look at international: can you get a test live more quickly there as proof of concept?