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Converting the Mobile Visitor By Phoebe Hanley

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Converting the Mobile Visitor - Given by Phoebe Hanley, @socialcodeinc - SocialCode, Advertising Team Lead. #SMX #14C

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Converting the Mobile Visitor By Phoebe Hanley

  1. 1. Converting the Mobile Visitor Phoebe Hanley, Director, Ad Management, SocialCode 1#SMX #14C @PhoebeHanley1#SMX #14C @PhoebeHanley
  2. 2. 2#SMX #14C @PhoebeHanley2#SMX #14C @PhoebeHanley @PhoebeHanley Director of Ad Management, SocialCode
  3. 3. Marketing, Decoded. SocialCode is a technology and insights company that manages digital advertising for the world's leading consumer brands. 3#SMX #14C @PhoebeHanley3#SMX #14C @PhoebeHanley
  4. 4. 4#SMX #14C @PhoebeHanley Largest Media Spender For Large Consumer Brands
  5. 5. Questions We’ll Answer 1. Why do marketers need to master mobile advertising? 2. How do “ID-based” platforms like Facebook create a compelling mobile advertising opportunity. 3. Where does mobile fit into branding versus engagement versus direct response initiatives? 4. How can marketers use mobile campaigns on ID-based platforms to impact a larger marketing agenda? 5#SMX #14C @PhoebeHanley5#SMX #14C @PhoebeHanley
  6. 6. Why Marketers Must Master Mobile 6#SMX #14C @PhoebeHanley6#SMX #14C @PhoebeHanley
  7. 7. 7#SMX #14C @PhoebeHanley Time Spent With Mobile Is Skyrocketing Mobile overtook desktop in terms of time spent for the first time in 2014.
  8. 8. 8#SMX #14C @PhoebeHanley Key Placement For Reaching Young Consumers An emerging generation of young consumers views the world through a mobile lens. 1 in 5 Millennials access the web exclusively through mobile. - comScore $200B: Millennial Spending Power
  9. 9. The ID-Based Mobile Marketing Opportunity 9#SMX #14C @PhoebeHanley9#SMX #14C @PhoebeHanley
  10. 10. Why Brand Marketers Are Moving TV Dollars To Digital 10#SMX #14C @PhoebeHanley The Cookie Is Crumbling Cookie are an ineffective way to measure digital campaigns when mobile marketing is a must.
  11. 11. Why Brand Marketers Are Moving TV Dollars To Digital 11#SMX #14C @PhoebeHanley The “ID-Based” Alternative ID-based advertising means investing in platforms on which people provide a lot of information, spend a significant amount of time and are addressable across devices.
  12. 12. Why Brand Marketers Are Moving TV Dollars To Digital 12#SMX #14C @PhoebeHanley Mobile Time Spent Facebook is the top-trafficked mobile application in the United States. 15 percent: The portion of total mobile time dedicated to addressable, social platforms. – BI Intelligence 798 million: Number of mobile daily active users on average. 40 minutes: The amount of time people spend browsing their Facebook News Feed each day. 30 percent: The portion of total Facebook users that access their account from a mobile device only.
  13. 13. Why Brand Marketers Are Moving TV Dollars To Digital 13#SMX #14C @PhoebeHanley Cross-Device Understanding Marketers can reach billions of people wherever they are. 32% Desktop conversions that start with mobile search.
  14. 14. Facebook incentivized the richest consumer database in the world. Segmented Creative Facebook offers 1,800 signals for targeting. This means marketers can serve personalized mobile messages. Why Brand Marketers Are Moving TV Dollars To Digital 14#SMX #14C @PhoebeHanley
  15. 15. Mobile’s Role Throughout The Purchase Funnel 15#SMX #14C @PhoebeHanley15#SMX #14C @PhoebeHanley
  16. 16. Branding and Awareness Engagement Direct Response SALES SALES SALES SALES Why Brand Marketers Are Moving TV Dollars To Digital 16#SMX #14C @PhoebeHanley
  17. 17. Why Brand Marketers Are Moving TV Dollars To Digital 17#SMX #14C @PhoebeHanley Branding and Awareness Recommendation: Drive 100% of budget into mobile.
  18. 18. Why Brand Marketers Are Moving TV Dollars To Digital 18#SMX #14C @PhoebeHanley Awareness and Affinity, At Low Cost #SMX #14C @PhoebeHanley
  19. 19. Why Brand Marketers Are Moving TV Dollars To Digital 19#SMX #14C @PhoebeHanley Awareness and Affinity, At Low Cost 20%: How Much More Efficient Mobile CPMs Are Compared To Desktop Why Brand Marketers Are Moving TV Dollars To Digital #SMX #14C @PhoebeHanley
  20. 20. Why Brand Marketers Are Moving TV Dollars To Digital 20#SMX #14C @PhoebeHanley Awareness and Affinity, At Low Cost 20%: How Much More Efficient Mobile CPMs Are Compared To Desktop 70%: Percent of People More Likely To Engage With Mobile Content Why Brand Marketers Are Moving TV Dollars To Digital #SMX #14C @PhoebeHanley
  21. 21. Why Brand Marketers Are Moving TV Dollars To Digital 21#SMX #14C @PhoebeHanley Awareness and Affinity, At Low Cost 20%: How Much More Efficient Mobile CPMs Are Compared To Desktop 70%: Percent of People More Likely To Engage With Mobile Content 3.3x: Increased Return of Engagements and Clicks Why Brand Marketers Are Moving TV Dollars To Digital #SMX #14C @PhoebeHanley
  22. 22. Why Brand Marketers Are Moving TV Dollars To Digital 22#SMX #14C @PhoebeHanley Limitless Creative Options Beautiful ad units, including video, allow marketers to tell stories that combine site, sound and motion.
  23. 23. Why Brand Marketers Are Moving TV Dollars To Digital 23#SMX #14C @PhoebeHanley Premium Visibility Ads in the mobile News Feed consume the entire experience.
  24. 24. Why Brand Marketers Are Moving TV Dollars To Digital 24#SMX #14C @PhoebeHanley Engagement Recommendation: Create, grow and maintain the audiences that will be most valuable for direct response. Website Custom Audience Fans Video Retarget Lookalikes Custom Audience Mobile App Users
  25. 25. Why Brand Marketers Are Moving TV Dollars To Digital 25#SMX #14C @PhoebeHanley Case Study: Awareness and Installs In Sequence Goal: Drive low-cost mobile app downloads for a F100 retailer.
  26. 26. Why Brand Marketers Are Moving TV Dollars To Digital 26#SMX #14C @PhoebeHanley Case Study: Awareness and Installs In Sequence Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content. Audience Segments 20M-Person CRM List Users who viewed video to :03 Users who completed video
  27. 27. Why Brand Marketers Are Moving TV Dollars To Digital 27#SMX #14C @PhoebeHanley Case Study: Awareness and Installs In Sequence Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content. Results: Audience Segments 20M-Person CRM List Users who viewed video to :03 Users who completed video 10% more cost efficient
  28. 28. Why Brand Marketers Are Moving TV Dollars To Digital 28#SMX #14C @PhoebeHanley Direct Response Recommendation: Test the most efficient placement; look for insights about mobile audiences. The average American now has 4 devices. - Nielsen 67% of people start shopping on one device and continue on another. - Forrester
  29. 29. Why Brand Marketers Are Moving TV Dollars To Digital 29#SMX #14C @PhoebeHanley Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Results: 32%: Mobile ads ignited action 32% more efficiently on mobile compared to desktop
  30. 30. Why Brand Marketers Are Moving TV Dollars To Digital 30#SMX #14C @PhoebeHanley Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Insights: 50%: Half of conversions attributed to mobile occurred on desktop. – Facebook’s cross-device reporting product 15%: A much smaller portion of mobile-first users converted on desktop.
  31. 31. Why Brand Marketers Are Moving TV Dollars To Digital 31#SMX #14C @PhoebeHanley Mandates Understand the path to purchase Gain creative insights Extract audience learnings Inform a larger marketing agenda
  32. 32. #SMX #14C @PhoebeHanley Thank You! phoebe@socialcode.com 32#SMX #14C @PhoebeHanley

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