advertising platforms are still NOT taking advantage of the major pillars of mobile:1. real-time2. location3. contextso what does the future hold?
“mobile 3.0” 1.0: 2.0: 3.0: 2004-2008 2008-2012 2012 First mobile display ad Growth of mediation Real-time biddingnetworks and supply-side exchanges platforms Focus shifts to multipleFocus on featurephones Focus shifts to form factors smartphones Brands become mobileDepartmental branddollars Component of digital content publishers spend for brands Direct response forDirect response forcontent subscriptions Direct response for digital goods purchasesvia carrier billing downloads via App Store Targeted inventoryLack of inventory is Growing Abundancedefining limitation of inventory
intent1,000,000,000MENTIONS OF INTENT FROM 100,000,000UNIQUE USERS
ProductsIntent RetargetingTargets consumers with mobile and webdisplay advertising based on explicit andimplicit, check-ins and relative sentimentDirect ResponseEnables marketers to respond toconsumers in real-time with relevant offersthat drive transactions
Case Study: Entertainment Intent Retargeting Product Delivery: .95%Campaign ObjectivesDrive awareness of artist CD release to existing and new fansExecutionRespond to targeted consumer mentions of the artist andexcitement for the new albumResultsLocalResponse delivered a .95% CTR – almost 2x ourplatform average
Case Study: QSR Intent Retargeting Product Delivery: .86%Campaign ObjectivesPromote awareness of new product and branded game tie-in from QSR brandExecutionRespond to consumer check-ins at QSR retail locations nationwide with messaging to promote thenew product and associated online gameTarget and respond to users that make positive mention of healthy living and express interest in anactive lifestyleResultsLocalResponse’s Check-In Retargeting banner product garnered a .86% CTR, with Rich Mediaplacements clicking above a 1% CTR
Case Study: Auto Direct Response Product Delivery: 58%Campaign ObjectivesCo-opt consumers that check-in at competitive sponsored eventsDrive consumer engagement on client’s mobile websiteIncrease brand’s following on TwitterExecutionRespond to targeted consumer check-ins and mentions in Real-time with an invitation to client’sevents in the surrounding areaResultsLocalResponsedelivered a 22% CTRClient saw a 10% increase in Twitter followers over a 3-day campaignUsers Interacted with the LocalResponse dynamic ad unit resulted in a 58% conversion rate forclient’s mobile site
Case Study: Retail Direct Response & Intent Retargeting Product Delivery: 330%Campaign ObjectivesDrive awareness of the new film-inspired clothing line at selected retail locationsUtilize the viral nature of Twitter to turn consumers into word-of-mouth marketers for clientExecutionRespond to targeted consumer check-ins at client’s retail locationsTarget and respond to mention of the film and the clothing line inspired by the film with details about the launch of theclothing lineResultsOn our Direct Response product, 33% of targeted users who clicked through to the LocalResponse custom landing pagealso then engaged with the client’s mobile siteAt a 330% CTR, the Direct Response portion of the campaign performed over 16x the platform average of 20%The Intent Targeting portion of the campaign performed above platform average at a 0.73% CTR on banner ads served
Case Study: Travel Direct Response Product Delivery: 47%Campaign ObjectivesCreate awareness and exposure of the brand and limited-time sweepstakesUtilize the viral nature of Twitter to encourage users to re-tweet ads to turn consumers into word-of-mouthmarketers, generating additional scale and earned media for the campaignExecutionRespond to targeted consumer check-ins at select, relevant venues nationwideTarget and respond to users that make mention of Entertainment/Travel client and/or the holidaysEncourage customers of Entertainment/Travel client to enter sweepstakes to win an exclusive prizeResultsLocalResponse delivered a 47% CTR on our Direct Response product; 40% of people who clicked through to theLocalResponse custom landing page via Twitter entered the sweepstakesLocalResonse’s Intent Retargeting banner product garnered a .64% CTR across iOS, Android and Blackberry platforms
shift in accountability value chain from CPM (mobile banners) CPC (mobile/local) CPA (driving people to purchase) CPT (actual transaction)
global mobile ad spendis expected to balloon to$6 billion in 2012, upfrom $3.3 billion last year.