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Become a Mobile Advertising Da Vinci

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This presentation is from FunMobility's free webinar on how to become a mobile advertising Da Vinci, hosted by market researcher, Kevin Almeida.

He gave the Mona Lisa her smile. He set history’s first helicopter in motion. And he inspired a mystery/suspense novel read by more or less everyone on earth.

But even the great Leonardo Da Vinci himself might have struggled to create mobile ad campaigns that stood out from all the noise in today’s over-saturated marketplace.

Learn how you can build campaigns like a true Renaissance Master; campaigns that drive brand awareness and direct response in new and exciting ways.

“De-Code” The Secrets:
Branding

Wow your clients with new features and functionality, using ads that integrate touch screen, the mobile camera, and more:
-Increase the reach of every ad, with a cross-screen, cross-channel solution.
-Encourage social share with display ads that drive User Generated Content
-Measure your success for clients with trackable audience engagement strategies
-Direct Response

Increase mCommerce conversions with improved targeting and redeemable offers:
-Optimize your landing pages to drive traffic, phone calls, registrations, and conversions at point of sale
-Address Last-Minute Changes to creative and messaging with more agile design tools
-Extend your campaign’s reach with integrated SMS, in-store, and social discovery

Published in: Mobile
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Become a Mobile Advertising Da Vinci

  1. 1. WELCOME 10.15.2014 WEDNESDAY 11 AM PDT Hosted by: Kevin Almeida Market Researcher, FunMobility
  2. 2. • In business for 14 years • Reached over 60 million consumers • Over 10 billion mobile engagements
  3. 3. Fundamental Best Practices Embrace Your Inner Da Vinci Branding on Mobile Direct Response 1 2 3 4
  4. 4. 1 Fundamental Best Practices “Simplicity is the ultimate sophistication” -Leonardo Da Vinci
  5. 5. 1 Fundamental Best Practices • Smaller screens don’t have to be a limitation—but don’t repurpose desktop creative. • Embrace the “mobile mindset.” Goal-oriented, quick and to the point. That goes for creative design, too. • Creative must be effective at a glance: • Easy-to-read font, 8 words or fewer • Simple images • High-contrast colors Big things from small pictures: The Mona Lisa is only 21” wide
  6. 6. 1 Fundamental Best Practices As of 2014, the average American’s attention span lasts only 8 seconds. (which is how long it took me to read that sentence)
  7. 7. 1 Fundamental Best Practices As of 2014, the average American’s attention span lasts only 8 seconds. (which is how long it took me to read that sentence)
  8. 8. Track & Optimize 1 Fundamental Best Practices Targeting on mobile is powerful, but a bi-annual Run of Network campaign can reveal interest in unexpected places • Phase out under-performing publishers • Be suspicious of over-performing publishers • Identify your real KPI; don’t make it all about clicks!
  9. 9. 2 Embrace Your Inner Da Vinci “People of accomplishment rarely sat back and let things happen to them. They went out and happened to things.” -Leonardo Da Vinci
  10. 10. 2 Embrace Your Inner Da Vinci Don’t be afraid to experiment with new ideas
  11. 11. 2 Embrace Your Inner Da Vinci Mobile is more than just a tiny computer • Touchscreen • Camera • Phone • GPS • PassBook If you want to make a difference, you have to be different
  12. 12. Be a master of all things
  13. 13. 2 Embrace Your Inner Da Vinci Be a master of all things Mobile is no longer a “channel.” Content should be discoverable across: All Devices • Smartphone • Tablet • Desktop • Laptop All Media • Paid Media • Owned Media • In-Store Media • Earned Social Media Mobile landing pages should be responsive, for optimal display on desktop devices as well
  14. 14. 2 Embrace Your Inner Da Vinci Never underestimate the power of the “selfie”
  15. 15. 2 Embrace Your Inner Da Vinci Never underestimate the power of the “selfie” For those born in the 90s or later, life revolves around the camera The mobile camera is “important or “very important” 91% Use the camera every single day 37% Use the camera at least once a week 87% Primarily use their camera to post to social media 76% Source: Mitek Systems, Millennial Study 2014
  16. 16. 2 Embrace Your Inner Da Vinci Never underestimate the power of the “selfie” • Creating and sharing images is more important to young Millennials than: • Texting • Games • Email • Google • Facebook • More than a third (37%) of Millennials say they can’t go a day without using their mobile camera Leonardo Da Vinci Source: Mitek Systems, Millennial Study 2014
  17. 17. 2 Embrace Your Inner Da Vinci Never underestimate the power of the “selfie” If you ignore the camera, you’re ignoring the key mobile behavior of Young Millennials.
  18. 18. 3. Branding on Mobile “Painting is poetry that is seen rather than felt.” -Leonardo Da Vinci
  19. 19. Branding Campaign: “Photo Booth” 3 Branding on Mobile
  20. 20. Here’s how it works: Point of discovery (i.e. mobile display ad) 3 Branding on Mobile Branded Photo Editor Snap, edit, or upload images CLICK
  21. 21. Here’s how it works: New point of discovery, Engagement Page with built-in link Social Share CLICK 3 Branding on Mobile
  22. 22. Results: • 70% of users created branded baseball cards • 50% of cards created were shared 3 Branding on Mobile
  23. 23. 3 Branding on Mobile Benefits of this campaign: Measurable, branding-centric KPI’s (not just click-through rate) • Engagement • Social Share Extended reach • Earned social media Promote recall • User-Generated Content Works across mobile and desktop devices
  24. 24. 3 Branding on Mobile Mobile is intimate, personal, and interactive. Branding campaigns should go deeper than a single click.
  25. 25. “Knowing is not enough. We must apply.” -Leonardo Da Vinci 4 Direct Response
  26. 26. 4 Direct Response Build your direct response campaigns around mobile behaviors and functionality
  27. 27. 4 Direct Response If you want to prioritize brick-and-mortar conversions, target smartphone owners • Active decision making context, out-and-about If you want to prioritize mCommerce conversions, target tablet owners • Higher disposable income. 55% of mCommerce conversions.
  28. 28. 4 Direct Response Benefits of this campaign: • Mobile consumers are typically further down the purchase funnel when they hit your content, more likely to convert • Can attribute ROI to every unique engagement event • Low-friction, multi-tiered experience • Coupons
  29. 29. 4 Direct Response Benefits of this campaign: You went through the trouble of creating & A/B testing this engaging direct response experience, why limit your reach to one media channel? Distribute your landing page via: • Text Message (SMS/MMS) Campaigns • Your mobile website • Your social presence
  30. 30. You will be emailed a recording of this presentation. Questions? Contact us at sales@funmobility.com marketing@funmobility.com Thank You Hosted by: Kevin Almeida Market Researcher, FunMobility

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