NEDMA14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted McNulty

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Learn how direct response marketers are adapting their strategies as their audiences move to mobile and as a result are growing revenue and eating their competition. Attendees will hear case studies …

Learn how direct response marketers are adapting their strategies as their audiences move to mobile and as a result are growing revenue and eating their competition. Attendees will hear case studies highlighting best practices for lead generation, click-to-call, and mobile commerce, and will learn successful strategies on how to apply Direct Response techniques in the mobile world.

This presentation was given by Ted McNulty, Senior Director of Performance Sales at Millennial Media, at NEDMA's Annual Conference on May 14, 2014.

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  • 1. Mobile Direct Marketing Ted McNulty Sr. Director Performance Advertising
  • 2. 0 200 400 600 800 1000 1200 1400 1600 2010 2011 2012 2013 2014 2015 2016 Millions Global Shipments of Smartphone/Tablets vs. Portable/Desktop PCs Smartphone and Tablet Portable and Desktop PCs Source: IDC The Post-pc Era Has Arrived
  • 3. • Your potential customers are on Mobile • If you are not advertising on Mobile you are missing an opportunity • This trend will continue Time Spent On Mobile
  • 4. Mobile Is Tough! • Small screen size • Multiple operating systems • Thousands of different handsets • App & WAP / Wifi & Carrier • Accidental clicks
  • 5. 8 Years 55 Patents 1,000s of Campaigns Targeting | Tracking | Analysis | Optimization Millennial understands mobile and has developed advanced technology to get mobile performance campaigns to work.
  • 6. Big Brands Do Mobile Direct Marketing
  • 7. • Targeting • Campaign Set-Up & Optimization • Mobile Optimized Conversion Flows • Scale Essential Elements of a Successful Mobile Campaign
  • 8. Basic Mobile Targeting
  • 9. Look For Partners with Deep Targeting Technology • Geographic • OS • Handset • Carrier • Contextual • Frequency Capping
  • 10. Mobile Mindset Time Of Day Percent of Daily Traffic Average Morning Work Day Primtetime PRIME TIME • Interaction • Entertainment WORKDAY • Travel & Lifestyle • Shopping & Retail • Business & Finance • eBooks and Reference • Music • Portals • General Content MORNING • Weather • Traffic • News/Local • Health and Fitness • Productivity
  • 11. Basic Mobile Targeting App vs Mobile Web
  • 12. Mobile Mindset Mobile Apps 76% 24% Share of Traffic Mobile Apps Mobile Web
  • 13. Mobile Mindset Mobile Apps Games 43% Social 26% Entertainment 10% Utilities 10% News 2% Productivity 2% Health 1% Lifestyle 1% Other 5% Share of Time Spent Source: Compiled by Flurry “WW iOS & Android Smart Device Time Spent per App Category”
  • 14. Marketing Approach Mobile Apps Choice Recommendation Offer Contextually relevant app download Ad Unit Large and high impact (e.g. rich media) Call to Action Simple, e.g. “Download for Free”
  • 15. Mobile Mindset Mobile Web 76% 24% Share of Traffic Mobile Apps Mobile Web
  • 16. Mobile Mindset Mobile Web 40% 25% 21% 18% 16% 10% 8% 7% 7% 4% 0% 20% 40% 60% News Weather Search Maps Sports Dining Traffic Classifieds Retail Travel Share of Time
  • 17. Marketing Approach Mobile Web Choice Recommendation Offer Lead Gen/Direct Response (e.g. auto insurance, education, finance) Ad Unit Text based ad units Call to Action Transparent, e.g. “Get 40% Off”
  • 18. Advanced Mobile Targeting
  • 19. Retarget online site visitors in mobile Target people that visited your Web site while they are on their Mobile devices: • Draw insights • Targeted creative • Tailored messages Drive Conversions with PC to Mobile Retargeting
  • 20. Online Behavior Mobile Behavior Real- World Behavior Combine online and offline mobile behavior for a real-world view of the consumer Target Based on More Than Just Mobile Behavior
  • 21. Data Driven Optimization
  • 22. Landing Pages • Pixel dropped on any conversion page • Useful for forms and storefronts Parameter Pass • Passes non-P.I.I. conversion info to advertiser • Includes: site, handset, carrier, etc. Server-side • API call that utilizes clickID • Transmits a call between client and internal servers to attribute a conversion. Call Center Events • Call Duration • Pocket-dial prevention Secondary Events • Track events the come after the primary conversion • Useful for partial forms, eCommerce, etc Conversion Tracking to Improve ROI
  • 23. To maximize performance, tweak the targeting mix including: • Publishers • Sites • Platform • Handset • Bid • Location • Carrier/Wifi • Creative • Frequency Using Data To Improve Performance
  • 24. Automatically adjust bids to hit CPA goals • Coverage 24/7 optimization • Speed Hit CPA goals sooner • Measurement More consistent CPA’s over lifetime of campaign. Algorithmic Optimization…
  • 25. • Insights From Similar Campaigns • Identify Trends • Apply Best Practices • Tweak The Algorithm To Improve Performance …But Don’t Forget About The Humans
  • 26. Mobile Optimized Conversion Flows
  • 27. • Long-form lead generation is possible on mobile. • Simple navigation. • Pre-populated fields. • Drop down menus. • Be realistic on the information you are gathering. Lead Form Best Practices
  • 28. 29 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry Original Banners Modified Banners Landing Page Launch Page
  • 29. 30 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry CLIENTS INCLUDE: CPA Goal: $20.00 $7.77 CPA Average 221% ROI (Approx.) 6,000 Quotes, Q1 RESULTSCAMPAIGN
  • 30. Accessing Digital Audiences Limited Scale Network Scale Scale on Demand
  • 31. • Targeting • Campaign Set-Up & Optimization • Mobile Optimized Conversion Flows • Scale Summary