You Are Your Interests Mobile’s Ultimate Precision Targeting
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More people now access the Internet on mobile than via the PC, and usage of smartphones and tablets is through the roof. Yet mobile ad spending still lags behind other media. Although many brands are still ambivalent, smart brands are starting to embrace mobile advertising, and the very smartest ones are finding it to be a source of significant competitive advantage. Why? Because mobile is so personal, it is now possible to target an audience with unheard of precision. Learn how smart marketers are tapping into users' purchase intent by targeting based on their interests and achieving game-changing engagement rates along the way. Join Pinsight Media’s Evan Conway, VP, Monetization & Strategy, and Josh Sitzer, Director, Marketing & Sales, to learn how to: -Find customers who are most likely to buy -Access an extremely granular audience -Get specific offers in front of the right customer -Drive only desired impressions -Streamline your media buying process Moderator: Leo Scullin, Global Industry Initiatives, Mobile Marketing Association Speakers: Josh Sitzer, Director, Marketing & Sales, Pinsight Media Evan Conway, VP, Monetization & Strategy, Pinsight Media Original Air Date: April 24, 2014
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You Are Your Interests Mobile’s Ultimate Precision Targeting
- 1. April 24, 2014! You Are Your Interests: Mobile’s Ultimate Precision Targeting! 1 M!A!M!Webinar Series! Sponsored by:!
- 2. 2 As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large! For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits ! ! "INSIGHTS: ! "Access a world of insights through our white papers, articles and case "studies. Support your mobile agenda and ensure mobile readiness! ! "CONNECTIONS: ! "Interact with passionate leaders and stay on the cutting edge. Boost "your business and career by connecting with the people that matter! ! "IMPACT: ! "Influence industry frameworks, standards, guidelines and best "practices. Join the industry initiatives that shape the future of mobile! About the MMA !
- 3. 3 More people now access the Internet on mobile than via the PC, and usage of smartphones and tablets is through the roof. Yet mobile ad spending still lags behind other media. Although many brands are still ambivalent, smart brands are starting to embrace mobile advertising, and the very smartest ones are finding it to be a source of significant competitive advantage. Why? ! ! Because mobile is so personal, it is now possible to target an audience with unheard of precision. ! Today’s Agenda!
- 4. 4 Learn how smart marketers are tapping into users' purchase intent by targeting based on their interests and achieving game-changing engagement rates along the way.! • Find customers who are most likely to buy! • Access an extremely granular audience ! • Get specific offers in front of the right customer ! • Drive only desired impressions! • Streamline your media buying process! ! Key Insights to be Shared!
- 5. 5 Moderator! Presenters! Josh Sitzer! Director, Marketing & Sales! Pinsight Media! Evan Conway! VP, Monetization & Strategy! Pinsight Media! Leo Scullin! Head of Global Industry Initiatives! Mobile Marketing Association!
- 6. 6 Managing Your Questions! Share the Insights! #MMAWeb, @evanconway, @joshagogo!
- 7. www.pinsightmedia.com! You Are Your InterestsMobile’s Ultimate Precision Target JOSH SITZER Director Marketing & Sales! jsitzer@pinsightmedia.com! @joshagogo! ! EVAN CONWAY VP Strategy & Monetization! econway@pinsightmedia.com! @EvanConway! !
- 8. www.pinsightmedia.com!www.pinsightmedia.com! 8! Agenda • Who is Pinsight Media+?" • The Rise of Mobile" • The Formula for Mobile Success" • The Power of Targeting by Interests "
- 11. www.pinsightmedia.com!www.pinsightmedia.com! We’re a Carrier and a Network 11! 50+ Million Subscribers! 130+ Million Monthly Uniques! 1st Party Data! Direct Distribution! Mobile Advertising ! Solutions!
- 12. www.pinsightmedia.com!www.pinsightmedia.com! LUMEN TOOLBARDISCOVER IT SPRINT ZONE Despicable Me" Minion Rush" Pinsight Unique Properties 12!
- 13. www.pinsightmedia.com!www.pinsightmedia.com! 13! ScalewithPremiumInventory Leveraging the Pinsight Media+ Network" OWNED & OPERATED PINSIGHT NETWORK
- 16. www.pinsightmedia.com!www.pinsightmedia.com! More Usage 16! Average Time Spent per Day with Major Media by US Adults, 2010-2013! hrs: mins! 2010! 2011! 2012! 2013! Digital! 3:14! 3:50! 4:31! 5:09! Online*" 2:22" 2:33" 2:27" 2:19" Mobile (non- voice)" 0:24" 0:49" 1:33" 2:21" Other" 0:26" 0:28" 0:31" 0:36" TV! 4:24! 4:34! 4:38! 4:31! Radio! 1:36! 1:34! 1:32! 1:26! Print**! 0:50! 0:44! 0:38! 0:32! Newspapers" 0:30" 0:26" 0:22" 0:18" Magazines" 0:20" 0:18" 0:16" 0:14" Other! 0:42! 0:36! 0:20! 0:14! Total! 10:46! 11:18! 11:39! 11:52! Note: Ages 18+ time spent with each medium includes all time spent with that medium regardless of multitasking; for example, 1 hour of multitasking online while watching TV is counted as 1 hour for TV and 1 hour for online. * includes all internet activities on desktop and laptop computers. ** offline reading only. Source eMarketer, July 2013.!
- 17. www.pinsightmedia.com!www.pinsightmedia.com! Source: KPCB, 2012 Internet Trends! Ad Spend Lags, For Now… 17!
- 19. www.pinsightmedia.com!www.pinsightmedia.com! The Formula for Mobile Success 19! Creative Ad Units! Unique Properties! Precision Targeting! Measurement & ! Analytics!
- 20. www.pinsightmedia.com!www.pinsightmedia.com! Demographic Targeting Age! $ ¡Hola! Gender! HHI! Education! Language! Carrier! OS! Device! 20!
- 21. www.pinsightmedia.com!www.pinsightmedia.com! Location Based Targeting! + State + DMA + Zip code + Neighborhood + Lat / Long 21!
- 22. www.pinsightmedia.com!www.pinsightmedia.com! “Beyond the Banner” Creative! 22! scratch off! photobomb!split screen!video! rich media!
- 23. www.pinsightmedia.com!www.pinsightmedia.com! Unique Properties! OWNED & OPERATED PINSIGHT MEDIA+ NETWORK
- 25. www.pinsightmedia.com!www.pinsightmedia.com! Source: Luma Partners Mobile Advertising Landscape 25!
- 26. www.pinsightmedia.com!www.pinsightmedia.com! Let’s Keep It Simple 26!
- 27. www.pinsightmedia.com!www.pinsightmedia.com! Let’s Keep It Simple 27! Net Mobile Internet Ad Revenue Share Worldwide, By Company, 2012-2014! % total! 2012! 2013! 2014! Google" 52.6%" 49.3%" 46.8%" Facebook" 5.4%" 17.5%" 21.7%" Twitter" 1.5%" 2.4%" 2.6%" Pandora" 2.9%" 2.1%" 1.6%" YP" 2.9%" 2.1%" 1.6%" Millennial Media" 0.8%" 0.8%" 0.7%" Other" 34.2%" 25.9%" 24.9%" Total mobile internet ad revenues (billions)! $8.76! $17.96! $31.45! Note: net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; includes display (banners and other rich media and video) and search; ad spending on tablets is included; excludes SMS, MMS and P2P messaging-based advertising. Source: company reports, 2012 & 2013; eMarketer, March 2014.!
- 28. www.pinsightmedia.com!www.pinsightmedia.com! Let’s Keep It Simple 28!
- 29. www.pinsightmedia.com! The Power of Targeting By Interests
- 31. www.pinsightmedia.com!www.pinsightmedia.com! JULIE! SAM! FOLLOWS! @rachelray @Oprah! @Target! @Disney! FOLLOWS! @ESPN! @Eminem! @TacoBell! @redbull! VISITS Buzzfeed ! Huffington Post! VISITS! Deadspin! The Chive! TALKS ABOUT kiddos! healthy food! little league! USES! Facebook! Groupon! Starbucks ! TALKS ABOUT NFL Playoffs! concert tickets! burritos! ! USES! Pandora Instagram! ESPN! ! 31! The Pinsight Interest Graph
- 32. www.pinsightmedia.com!www.pinsightmedia.com! Abbreviated example! MINIVAN MOM SEGMENT! 32! Similar Interests Grouped Together FOLLOWS! @rachelray @Oprah @OprahsBookClub @DrOz @DrLauraBerman @brookeburke @Target! @Disney @parenting @ToysRUs! VISITS Huffington Post! Buzzfeed! Us Weekly ! Redbook ! BlogHer! Hello Giggles ! Target! WalMart! Birchbox ! Zulilly ! TALKS ABOUT kiddos! healthy food little league play date celebs! best deals babysitter! USES! Facebook! Groupon Starbucks Pinterest ShopSavvy Coupons.com, Mint.com! ! 32!
- 33. www.pinsightmedia.com!www.pinsightmedia.com! Choose Right Segment for Your Brand 33!
- 34. www.pinsightmedia.com!www.pinsightmedia.com! Bringing It To Life 34! My blood pressure is out of control today. STEP 3: Ad Served STEP 2: Users Tagged STEP 1: Select Segment Follows! @PPact! @DrPhil! @aetna! Visits WebMD! Medicare! YouTube! Talks About Obamacare! Sick! Blood pressure! Uses! Diabetes Tracker! MyCygna! Facebook! ! ! HEALTH SEGMENT! Abbreviated example!
- 35. www.pinsightmedia.com!www.pinsightmedia.com! Case Study: 35! HIGHLIGHTS • BRAND NEED: Conquest AT&T, VZW, T-Mo users! • SOLUTION: Custom conquesting segment! • RESULTS! • ENGAGEMENT: 20% above KPI target! • EFFICIENCY: 65% below KPI target!
- 36. www.pinsightmedia.com!www.pinsightmedia.com! 36! Review • Mobile is big and getting bigger" • To be successful in mobile advertising, you must have:" • Precision Targeting" • Creative Ad Units" • Interests are an excellent indicator of purchase intent" • Pinsight Interest Graph Targeting makes it turnkey to reach interest segments" • Unique Inventory" • Measurement & Analytics "
- 37. www.pinsightmedia.com! JOSH SITZER Director Marketing & Sales! jsitzer@pinsightmedia.com! @joshagogo! ! Pinsight Media+ Mobile Advertising By Mobile Experts! You Are Your Interests…! 37! EVAN CONWAY VP Strategy & Monetization! econway@pinsightmedia.com! @EvanConway! !
- 38. 38 MMA New York Forum! May 6-7, 2014! MMA Singapore Forum! May 22, 2014! MMA NA CEO & CMO Summit! July 13-15, 2014! MMA Shanghai Forum! July 24, 2014! ! MMA Webinar Series! Upcoming MMA Events! 2014 Mobile Behavior Report: Combining Mobile Tracking and Consumer Data to Build a Powerful Mobile Strategy! April 29, 2014! Transform a One Night Stand Into a Long Relationship! May 1, 2014! Auto Webinar: Mobile Jump Starts the Auto Shopping Process! May 13, 2014! !
- 39. 39 "Smartbrief click here! "Mobile Smart Fundamentals click here! "LinkedIn Group click here! "Twitter click here! "MMA Online: Committees at Work click here! "MMA Online: Webinar Archive click here! "MMA Online: White Papers click here! Additional Resources!
- 40. 40 ! ! ! " " " " " " "! MMA Members Include!
- 41. 41 ! ! ! " " " " " "! MMA Members Include!