How to Win with Advertising in the Mobile-First Era
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Is your website and marketing strategy optimized for the mobile-first era? Learn about the most recent trends in the mobile landscape and discover how to take advantage of the opportunities it presents. Mobile Landscapes and Trends -By 2019, mobile will account for 72% of digital ad spend. Challenges and Opportunities The main challenge and opportunity is to capture the hearts and minds of your consumers. It is important to connect with people on a emotional level, or a level that will help people buy. This is important, because 77% of smartphone users indicated that their phone made them feel happy. Though people may love their phone, they are also protective. 80-90% of apps are eventually deleted. Mobile friendly and mobile optimized websites are very important when advertising. Importance of Mobile Calls With the the growing use of mobile phones and websites, users can more easily connect with a business. Call tracking makes it easier than ever to see that users are using their phones to connect with businesses by directly connecting through the website. It is important to analyze calls like these and look for developing trends. Call tracking can also help you set a mobile goal. Evaluate your needs and choose what is best. Mobile Best Practices To best tie everything together, it is best to use these mobile best practices in conjunction with your goals and call tracking. 1. Leverage Native Ad Formats 2. Align Messaging and Targeting Across Channels 3. Enhance Ads with Mobile Ad-Ons 4. Optimize the Mobile Experience 5. Capitalize on the New Channels and Formats 6. Keep it in Context
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How to Win with Advertising in the Mobile-First Era
- 1. 1© 2015 Kenshoo, Ltd. Confidential and Proprietary Information How to Win with Advertising in the Mobile-First Era June 9, 2015
- 2. 2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Your Speakers Nate Young Director of Business Development Kelly Wrather Sr Manager, Content
- 3. 3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information • Mobile Landscape & Trends • Challenges & Opportunities of Mobile-First • Importance of Mobile Calls • Mobile Advertising Best Practices
- 4. 4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Landscape & Trends
- 5. 5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information By 2019, Mobile will account for 72% of digital ad spend
- 6. 6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Search Spend & Clicks on the Rise 26% 26% 29% 32% 34% 28% 29% 32% 35% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Spend Clicks
- 7. 7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Search Investments Paid Off this Holiday
- 8. 8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile is Playing a Larger Part for Consumers “ The customers who use all of our digital properties—not just the apps— tend to be our better customers in general. They’re on digital media, they’re in the stores often and they’re using [mobile] as a tool to make shopping easier. ”- Heidi Reale | Director of Shopper & Digital Marketing 3X US location-targeted mobile advertising revenues will more than triple over the next 5 years
- 9. 9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Your phone or…? Increasingly Mobile First 21% 20% 33%30% Sources: The Huffington Post, Atlantic, SiliconFilter..com
- 10. 10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Challenges & Opportunities
- 11. 11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information The Opportunity Capture the hearts and minds. Connect your brand on an emotional level (emotions are what make people buy) DID YOU KNOW? 77% of smartphone owners indicated that their phone made them feel “happy”. - PewInternet.org
- 12. 12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information The Challenge When things get personal, people also feel protective. So how do you break through? DID YOU KNOW? 80-90% of apps are eventually deleted. - USA Today
- 13. 13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information The Reality Consumers have high expectations… and are disappointed when you don’t deliver of marketers who feel consumers are disappointed when they reach a non-mobile friendly site of marketers who think consumers would be unlikely to return to a non-optimized site after the first visit. 82% 62% Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
- 14. 14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Marketers Have an Opportunity to Grow 42% marketers feel that the majority of advertisers are lagging behind cross-device consumer trends We asked… how sophisticated do you feel most advertisers are with regards to cross- device marketing strategy?
- 15. 15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Importance of Mobile Calls
- 16. 16© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Evolving Landscape Brings New Challenges Multiple Screens Multiple LocationsMultiple Channels
- 17. 17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile-LocalAre Intrinsically Connected “Near Me" Searches doubled in the past year, with mobile accounting for 80% of those
- 18. 18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Nearby Searches Drive Local-Oriented Actions
- 19. 19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information of mobile searchers have used the “call” button increase in average click through rate recorded when phone number added to mobile search ads of local businesses say calls are the best leads they receives 19 Source: Bia/Kelsey 2013, Google, 2013 64% 70% 8%
- 20. 20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information What is your mobile goal? 33% 4%33% 2% 9% 19% Online Traffic In-store Traffic Direct Sales App installs Phone Calls Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later What is your mobile paid search goal?
- 21. 21© 2015 Kenshoo, Ltd. Confidential and Proprietary Information CallsAre a Natural ConversionType on Mobile Callers are 10x more likely to turn into customers than form fills. 21 73 billion inbound sales calls expected in 2018 Source: : BIA Kelsey, 2013; Convirza, 2014
- 22. 22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Answering theCall with Powerful Data… • What ad, campaign, keyword, or landing page drove the call? • Where did the call come from? • What day and time was the call made? • What phone number was the caller calling from? • Where was the call routed? • Was the call answered? • Was the caller put on hold and if so, for how long? • How long did the call last? 22
- 23. 23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Closing the Loop with Call Conversion Optimization Optimize based on the tactics that generate the most profitable phone calls
- 24. 24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Challenges • Drive leads for more than 1,800 dealerships • Increase call volume and quality • Track offline leads • Optimize cost-per-lead • Integrate Kenshoo call tracking to report on phone leads • Leverage Call Conversion Optimization to optimize campaigns based on high performing keywords • Use insights to drive more converting calls Solutions Call Optimization inAction for NationalAuto Manufacturer 28% Conversion Rate Results 35% Cost Per Lead
- 25. 25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Best Practices
- 26. 26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information 1. Leverage NativeAd Formats Provide comfortable and seamless brand experiences. • Prime inventory across key channels including Google, Facebook and Twitter 72% of all mobile ad spend
- 27. 27© 2015 Kenshoo, Ltd. Confidential and Proprietary Information 2.Align Messaging &TargetingAcross Channels
- 28. 28© 2015 Kenshoo, Ltd. Confidential and Proprietary Information 3. EnhanceAds with MobileAdd-Ons 52% 47% 21% 31% Click to call Location extensions Mobile PLAs None of the above Which of the following additional mobile functionality do you currently use in conjunction with your ads? Nearly 50% of marketers utilize click-to-call and location extensions and just over 20% use mobile PLAs. Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
- 29. 29© 2015 Kenshoo, Ltd. Confidential and Proprietary Information 4. Optimize the Mobile Experience Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later 9% 34% 11% 46% Mobile-specific ad copy Mobile bid adjustment Mobile ad extensions Mobile-optimized landing pages Aspects of mobile paid search that impact performance Difficultly of manually optimizing MBAs 18% 22% 42% 7% 11% No change in difficulty Not difficult at all Somewhat difficult Very difficult
- 30. 30© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Beat the crowd and prove your relevance. 5. Capitalize on the New Channels and Formats • Drive installs and monetize your apps without sacrificing user experience through native advertising via Yahoo! Gemini and Facebook Audience Network
- 31. 31© 2015 Kenshoo, Ltd. Confidential and Proprietary Information 6. Keep it in Context Your mobile-first strategy should be a consumer-first strategy, tailored to their journey retain growdiscover engage convert
- 32. 32© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Making the Most of Mobile • Optimize your mobile bid adjustments and understand impact of your portfolio policy on desktop and mobile performance • Gain insights into device-level performance so you can better reach customers wherever they are • Improve your app marketing with a scalable way to manage app extensions
- 33. 33© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Winning at Mobile Means… And make it last. CONNECT RESONATE MEASURE OPTIMIZE Control the experience.
Editor's Notes
- As marketers, we know that mobile has become a critical part of an effective strategy. We’re well aware that people are spending lots of time on their phones — and lots of money. “Mobile first” means something very real to us about how we approach content and experiences, but to mobile users today it means even more. People have confessed to their willingness to forgo what most would consider very basic life necessities before they’d go a day without their cell phones, demonstrating just how high mobile ranks in their hearts. Anytime someone starts a sentence with “I’d rather go through life barefoot than…”, we ought to be paying attention, because something big is happening.
- So, what is it about mobile, exactly, that generates such a dramatic response? It’s a lot more than “Reach your best customers anytime & anywhere” , which is the kind of headline making lots of noise these days. Any big-picture marketer today understands that accessibility alone doesn’t equal opportunity. At the heart of the matter, the source for this attachment is about just how personalized our mobile experiences and devices have become. Mobile users today are the careful and discriminating curators of their own micro worlds —phones are customized galleries. They’re where we decide exactly what to look at or engage with during the time we have, in the environments we visit. Which apps do we install, and which ones grab our attention and become embedded? Whose content do we invite into our lives, and whose do we block? Our mobile devices are extensions of ourselves, and they’re intensely personal. Rifling through someone else’s phone is probably the modern-day equivalent of snooping in his or her medicine cabinet. This adds up to a remarkable and unprecedented opportunity for marketers. Mobile users are the most responsive audience available: they’re personally invested in both the medium and the context, which means they’re already emotionally-charged. They’ve opted-in, are more likely highly engaged…and they’re empowered by the immediate gratification mobile provides. This means you can use mobile to capture hearts and minds, leaving the brains and logic to the rest of your media mix. Done right, mobile marketing reaps the benefits of this trusted relationship by association alone, capitalizing on the byproducts of mobile infatuation. Mobile marketers can “wine and dine” the targets of their affection with relevant, personalized offerings and brand experiences, and they’ll be met with open eyes, ears….and arms. Customers are in their comfort zone and they’re feeling good because of that. And they’ve invited you in.
- You know how they say there’s a fine line between love and hate? There is some serious wisdom to that when it comes to mobile marketing. Just as the opportunity is enormous, so are the risks. Mobile users carefully protect their happy places from unwanted ads and communication, and are quick to delete, to uninstall, to block, to un-follow. Get it right, and you’re an invited guest. Get it wrong, you’re an unwelcome intruder. You might not get a second chance. So how do you mitigate the risk, and make sure you get it right?
- This was easier when it was Google, bing and yahoo only. Consumers are using multiple channels and devices. Shopping both online and offline shopping. How can we tie all of this together?
- This was easier when it was Google, bing and yahoo only. Consumers are using multiple channels and devices. Shopping both online and offline shopping. How can we tie all of this together?
- $65 billion is spent annually on ads to generate phone calls
- Native ad formats are essentially a godsend to marketers. No longer must you compete with the organic experience top search and social channels provide; instead, native units allow for a seamless, comfortable way to engage with your target audiences. Via these less jarring, and ultimately more welcome apertures for interaction, native is becoming less about blurred lines between advertising and content, and more about breaking down the barriers between brands and consumers! Kenshoo provides access to the best performing native ad units across all the key search and social channels so you can capitalize on this proven approach.
- These additional features stimulate interaction and drive mobile-specific conversions.
- Connect via mobile channels with formats that matter Resonate with customers across channels and devices Measure and analyze what drives action Optimize for customer lifetime value & ROI