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How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai
 

How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai

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My mobile advertising presentation at MadWorld Dubai - 14 May 2013.

My mobile advertising presentation at MadWorld Dubai - 14 May 2013.

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    How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai Presentation Transcript

    • • Understand the Path to Purchase• Know Your Mobile Consumer• Define Your Campaign Objectives• Create Your Campaign (Case Studies)How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Steve JobsProclaimed that“Most MobileAdvertisingReally Sucks”during thelaunch of Apple’s“7th Tent Pole”iAds.In 2010…
    • People don’t likeads on theirscreensPut simply…HeWasRight
    • “Mass communication is notthe way to engage with aconsumer on a mobile phone.You must know the consumerintimately and use the mobilephone to provide them withtrue utility and value. Givethem what they need andhelp them stay on top of theirlives. Then your brand willstart to live up to theexpectations they have of alover.”How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchaseSource: Microsoft Advertising/BBDO: “Meet the Screens”10/28/11Mobile is “The Lover”
    • Attention-Grabbing,Clickable AdsDeliver the rightvalue at theright time
    • • Understanding the Path to Purchase• Understand Your Mobile Consumer• Define Your Campaign Objectives• Create Your Campaign (Case Studies)How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Understand The MobileConsumer DecisionJourney2. Consumers add orsubtracts brands as theyevaluate what they want.1. Consumers considerinitial set of brands basedon perceptions + exposureto recent touch points.3. Consumers select brandat moment of purchase.4. After purchase,consumers buildexpectations based onexperience to inform nextdecision journey.1234Source: The consumer decision journey | McKinsey & Company
    • • Understand the Path to Purchase• Know Your Mobile Consumer• Define Your Campaign Objectives• Create Your Campaign (Case Studies)How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • UnderstandYour Consumerto CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchaseSource: Nielsen
    • • Understand the Path to Purchase• Know Your Mobile Consumer• Define Your Campaign Objectives• Create Your Campaign (Case Studies)How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Generate Awareness(BR)CustomerAcquisitionPromoteContent/AppsWhy Do YouWant to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase?
    • • Understand the Path to Purchase• Know Your Mobile Consumer• Define Your Campaign Objectives• Create Your Campaign (Case Studies)How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Add Value to Consumer DecisionJourney2. Provide informative search ads,mobile friendly website and usefulapps that answer customer questions1. Use rich media ad formats, videosand immersive brand experiences toincrease brand awareness andengagement3. Use search, location based ads andmobile functionality such as QRCodes to target your audience in theright place at the right time with theright offer.4. Enable social functionality to allowyour consumer to share positivebrand experiences and be ready torespond to negative ones1234
    • LocationLocal RewardsCheck-insDirectionsTechnologyCameraVideo/IVRMotionTouch ScreenSharing CapabilitiesSocial Media (e.g.Facebook, Twitter)Networking (e.g.BBM)LeverageTechnology toCreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Apple iAdHow AXACreatedAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • • Add convenience: Bankingapps let people pay their billsonline.• Offer unique value: Retail apps letcommuters order groceries whilewaiting for their trains.• Provide social value. Apps onFacebook and other sites let userssend gifts to friends.• Offer incentives. Apps thatgive away mobile minutes,or check-in rewards canentice customers.• Entertain. Capitalize on popularity ofmobile gaming to build brandawareness and engagement.Use Apps to Build Awareness,Engagement & Loyalty
    • How TESCOCreatedAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Use Enhanced CampaignExtensions for BetterConversions: Offer Location Click to CallAdjust Your MessagingBased Device Location Time of DayAccording to Google’s Surojit Chatterjee, Group Product Managerof Global Mobile Search Ads, “When an advertiser uses click-to-call ads with call extensions and location extensions, we see anaverage CTR increase of 6-8%.”
    • Goals• Promote T-Mobilewireless phone plans• Drive online users toT-Mobile website andstore locator• Drive mobile usersto visit T-Mobile storesApproach• Google mobile ads with locationextensions• Mobile-specific ad copyResults (1 month)• Drove 162,000 users to company website• Achieved 13% CTR from users clickingthrough to store website from locationextension ads• Generated 20,000 phone calls to stores inone monthGoogle Mobile Ads
    • Use Free Toolsto CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Goals• Drive awareness forVolvo• Increase favourabilityfor S60Approach• Partnered with Google and AdMob• Incorporated video with an opportunity toengage and interactResults• Measured a 240% increase in favourability• Most consumers engaged for one minute• Saw an 88% increase in purchase intent
    • Use AnalyticsTo ImproveYour Attention-Grabbing,Clickable Ads ToSimplify ThePath ToPurchase EvenFurther
    • • Understand the Path to Purchase• Know Your Mobile Consumer• Define Your Campaign Objectives• Create Your CampaignHow to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase
    • Questions?How to CreateAttention-Grabbing,Clickable AdsThat SimplifyThe Path ToPurchase