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Mobile Marketing Campaign Optimization

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Mobile Marketing Campaign Optimization

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The mobile revolution is changing the face of online marketing. What does it take to be successful as a mobile publisher and what are the keys to a successful mobile marketing campaign?

Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Mobile Publishing

Gregg Stewart, VP, New Media Platforms, Neverblue

The mobile revolution is changing the face of online marketing. What does it take to be successful as a mobile publisher and what are the keys to a successful mobile marketing campaign?

Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Mobile Publishing

Gregg Stewart, VP, New Media Platforms, Neverblue

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Mobile Marketing Campaign Optimization

  1. 1. Mobile Marketing Campaign Optimization<br />Affiliate Summit East, New York City<br />August 23, 2011<br />Gregg Stewart<br />VP of New Media Platforms, Neverblue Media<br />
  2. 2. Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  3. 3. Traffic Sourcing and Audience Targeting
  4. 4. Campaign Design
  5. 5. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  6. 6. Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  7. 7. Traffic Sourcing and Audience Targeting
  8. 8. Campaign Design
  9. 9. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  10. 10. Mobile Device Use is Exploding.<br />Source: ITU, Mark Lipacis, Morgan Stanley Research<br />
  11. 11. Mobilization is a Global Mega-Trend.<br />Source: JESS3 (May 2011)<br />
  12. 12. Ad Budgets are Mobilizing to Follow Consumers.<br />Global Mobile Advertising Budget in 2015<br />$10 Billion<br />Source: SmaatoMobile Advertising Trends 2011, IAB Internet Advertising Revenue Report (4/11)<br />
  13. 13. Mobile Lead Generation is Hot !<br />Mobile Advertiser Campaign Goals<br />Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)<br />
  14. 14. Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  15. 15. Traffic Sourcing and Audience Targeting
  16. 16. Campaign Design
  17. 17. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  18. 18. Marketing Campaign = Offer + Audience + Angle <br />Offer<br />Audience<br />Marketing Campaign<br />Angle<br />
  19. 19. Mobile Campaign Optimization<br />Online performance marketing fundamentals apply …<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br />
  20. 20. Mobile Campaign Optimization<br />Online performance marketing fundamentals apply …<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>Brand / Product
  21. 21. Conversion
  22. 22. Pay-out
  23. 23. Quality</li></li></ul><li>Mobile Campaign Optimization<br />Online performance marketing fundamentals apply …<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>Brand / Product
  24. 24. Conversion
  25. 25. Pay-out
  26. 26. Quality
  27. 27. Media Channels
  28. 28. Traffic Sources
  29. 29. Targeting</li></li></ul><li>Mobile Campaign Optimization<br />Online performance marketing fundamentals apply …<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>Brand / Product
  30. 30. Conversion
  31. 31. Pay-out
  32. 32. Quality
  33. 33. Media Channels
  34. 34. Traffic Sources
  35. 35. Targeting
  36. 36. Marketing Approach
  37. 37. Banners
  38. 38. Landing Pages
  39. 39. Conversion Path</li></li></ul><li>Mobile Campaign Optimization<br />Online performance marketing fundamentals apply …<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>Brand / Product
  40. 40. Conversion
  41. 41. Pay-out
  42. 42. Quality
  43. 43. Media Channels
  44. 44. Traffic Sources
  45. 45. Targeting
  46. 46. Marketing Approach
  47. 47. Banners
  48. 48. Landing Pages
  49. 49. Conversion Path
  50. 50. Testing
  51. 51. Learning
  52. 52. Optimization
  53. 53. Test, Test, Test !!!</li></li></ul><li>Mobile Campaign Optimization<br />… but there are important differences.<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br />
  54. 54. Mobile Campaign Optimization<br />… but there are important differences.<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>New User Behavior
  55. 55. New Offer Sources
  56. 56. New User Actions
  57. 57. New Offer Restrictions
  58. 58. New Payment Options</li></li></ul><li>Mobile Campaign Optimization<br />… but there are important differences.<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>New User Behavior
  59. 59. New Offer Sources
  60. 60. New User Actions
  61. 61. New Offer Restrictions
  62. 62. New Payment Options
  63. 63. New Traffic Sources
  64. 64. New Targeting</li></li></ul><li>Mobile Campaign Optimization<br />… but there are important differences.<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>New User Behavior
  65. 65. New Offer Sources
  66. 66. New User Actions
  67. 67. New Offer Restrictions
  68. 68. New Payment Options
  69. 69. New Traffic Sources
  70. 70. New Targeting
  71. 71. Mobile Publishing Tools and Site Frameworks
  72. 72. Mobile-Optimized Landing Pages
  73. 73. Device-Specific Testing</li></li></ul><li>Mobile Campaign Optimization<br />… but there are important differences.<br />Campaign<br />Deployment<br />Campaign<br />Design<br />Traffic Sourcing and Audience Targeting<br />Offer Sourcing <br />and<br />Selection<br /><ul><li>New User Behavior
  74. 74. New Offer Sources
  75. 75. New User Actions
  76. 76. New Offer Restrictions
  77. 77. New Payment Options
  78. 78. New Traffic Sources
  79. 79. New Targeting
  80. 80. Mobile Publishing Tools and Site Frameworks
  81. 81. Mobile-Optimized Landing Pages
  82. 82. Device-Specific Testing
  83. 83. Progressive Targeting
  84. 84. Deep real-time click-stream analytics
  85. 85. Hyper-optimization
  86. 86. Test, Test, Test !!!</li></li></ul><li>Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  87. 87. Traffic Sourcing and Audience Targeting
  88. 88. Campaign Design
  89. 89. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  90. 90. Mobile Represents a Massive Global Lifestyle Shift.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  91. 91. New Offer Sources
  92. 92. New User Actions
  93. 93. New Offer Restrictions
  94. 94. New Payment Options</li></ul>Source: GetElastic (Nielsen Q1 2011 Mobile Connected Device Report).<br />
  95. 95. Mobile Users are Demanding and Unforgiving.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>Attention spans are short and fragmented
  96. 96. Multi-tasking
  97. 97. Frequent context-switching
  98. 98. Short bursts of focused attention
  99. 99. Engagement must be instant
  100. 100. Immediate relevancy
  101. 101. Bite-size information units
  102. 102. Simplified atomic actions
  103. 103. New User Behavior
  104. 104. New Offer Sources
  105. 105. New User Actions
  106. 106. New Offer Restrictions
  107. 107. New Payment Options</li></li></ul><li>Great Mobile Offers Don’t Grow on Trees !<br /><ul><li>Dating
  108. 108. Ringtones
  109. 109. Gaming
  110. 110. Entertainment
  111. 111. App Downloads
  112. 112. Financial Services
  113. 113. Education
  114. 114. Biz Opp’s</li></ul>Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  115. 115. New Offer Sources
  116. 116. New User Actions
  117. 117. New Offer Restrictions
  118. 118. New Payment Options</li></li></ul><li>Mobile Affiliate Networks are a Great Source of Offers.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  119. 119. New Offer Sources
  120. 120. New User Actions
  121. 121. New Offer Restrictions
  122. 122. New Payment Options</li></li></ul><li>Mobile Technologies Enable New Conversion Types.<br />Offer Sourcing<br />and <br />Selection<br />Click to Web <br />Click to Download<br />Click to Call<br />Click to iTunes<br />78%<br />19%<br />2%<br />1%<br /><ul><li>New User Behavior
  123. 123. New Offer Sources
  124. 124. New User Actions
  125. 125. New Offer Restrictions
  126. 126. New Payment Options</li></ul>Source: JumptapMobileSTAT Report, July 2011 “Marketplace Click Destinations”<br />
  127. 127. Premium SMS Offers Launched Mobile Marketing.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  128. 128. New Offer Sources
  129. 129. New User Actions
  130. 130. New Offer Restrictions
  131. 131. New Payment Options</li></li></ul><li>Short-form Enrollment Offers Migrate Easily to Mobile.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  132. 132. New Offer Sources
  133. 133. New User Actions
  134. 134. New Offer Restrictions
  135. 135. New Payment Options</li></li></ul><li>Click-to-Call Offers are “Tailor Made” for Mobile Phones.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  136. 136. New Offer Sources
  137. 137. New User Actions
  138. 138. New Offer Restrictions
  139. 139. New Payment Options</li></li></ul><li>Hybrid Offers Extend Mobile to the Desktop.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  140. 140. New Offer Sources
  141. 141. New User Actions
  142. 142. New Offer Restrictions
  143. 143. New Payment Options</li></li></ul><li>Click-to-Install is Brand New for Mobile Smart Devices.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  144. 144. New Offer Sources
  145. 145. New User Actions
  146. 146. New Offer Restrictions
  147. 147. New Payment Options</li></li></ul><li>Many Mobile Offers are Device Restricted …<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  148. 148. New Offer Sources
  149. 149. New User Actions
  150. 150. New Offer Restrictions
  151. 151. New Payment Options</li></li></ul><li>Many Mobile Offers are Device Restricted …<br />Example: Smart Phone and Tablet Offer<br />Offer Sourcing<br />and <br />Selection<br /><br /><ul><li>New User Behavior
  152. 152. New Offer Sources
  153. 153. New User Actions
  154. 154. New Offer Restrictions
  155. 155. New Payment Options</li></ul><br />
  156. 156. … While Others are Carrier Restricted.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  157. 157. New Offer Sources
  158. 158. New User Actions
  159. 159. New Offer Restrictions
  160. 160. New Payment Options</li></li></ul><li>… While Others are Carrier Restricted.<br />Example: US-only Mobile Offer<br />Offer Sourcing<br />and <br />Selection<br /><br /><br /><br /><br /><br /><ul><li>New User Behavior
  161. 161. New Offer Sources
  162. 162. New User Actions
  163. 163. New Offer Restrictions
  164. 164. New Payment Options</li></ul><br /><br />
  165. 165. Direct to Carrier Billing is Friction-Free but Limited.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  166. 166. New Offer Sources
  167. 167. New User Actions
  168. 168. New Offer Restrictions
  169. 169. New Payment Options</li></li></ul><li>Mobile Wallets Promise to Improve Conversion Rates.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New Offer Sources
  170. 170. New User Actions
  171. 171. New Offer Restrictions
  172. 172. New Payment Options</li></li></ul><li>“Wave and Pay” is the Mobile Click-and-Mortar.<br />Offer Sourcing<br />and <br />Selection<br /><ul><li>New User Behavior
  173. 173. New Offer Sources
  174. 174. New User Actions
  175. 175. New Offer Restrictions
  176. 176. New Payment Options</li></li></ul><li>Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  177. 177. Traffic Sourcing and Audience Targeting
  178. 178. Campaign Design
  179. 179. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  180. 180. Mobile Ad Types: “Something Old, Something New”.<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  181. 181. New Targeting</li></li></ul><li>Mobile Media Buyers Have Expanding Traffic Options.<br />Display<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  182. 182. New Targeting</li></li></ul><li>Mobile Media Buyers Have Expanding Traffic Options.<br />Display<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  183. 183. New Targeting</li></ul>Search<br />
  184. 184. Mobile Media Buyers Have Expanding Traffic Options.<br />Display<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  185. 185. New Targeting</li></ul>Search<br />Direct<br />
  186. 186. It Pays to Master Mobile Traffic Sources.<br /><ul><li>Inventory Profile
  187. 187. Geographic Distribution
  188. 188. Volume
  189. 189. Type (Sites, App’s)
  190. 190. Categories
  191. 191. Demographics
  192. 192. Cost
  193. 193. General Self-service Capabilities
  194. 194. Targeting and Tracking Capabilities
  195. 195. Self-Serve
  196. 196. Premium Assisted
  197. 197. Availability of Account Services</li></ul>Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  198. 198. New Targeting</li></li></ul><li>Mobile Advertisers Want Sophisticated Targeting ...<br />Traffic Sourcing and Audience Targeting<br />Campaign Targeting<br />Targeted Audience<br /><ul><li>New Traffic Sources
  199. 199. New Targeting</li></ul>Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)<br />
  200. 200. … But Mobile Targeting is Still Fairly Limited.<br />Traffic Sourcing and Audience Targeting<br />Popularity of Targeting Modes<br /><ul><li>New Traffic Sources
  201. 201. New Targeting</li></ul>Source: JumptapMobileSTAT Report, June 2011<br />
  202. 202. Mobile Demographic and Behavioral Targeting are Indirect.<br />Traffic Sourcing and Audience Targeting<br />Carrier <br />Device<br />Demographic Targeting<br />Behavioral Targeting<br /><ul><li>New Traffic Sources
  203. 203. New Targeting</li></ul>Site/Publisher<br />Geo<br />
  204. 204. Carrier Targeting is Easy and Often Required.<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  205. 205. New Targeting</li></li></ul><li>Device Targeting is Complex Yet Crucial.<br />Traffic Sourcing and Audience Targeting<br /><ul><li>New Traffic Sources
  206. 206. New Targeting</li></li></ul><li>Mobile Site Targeting Can Make or Break a Campaign.<br />Traffic Sourcing and Audience Targeting<br /><ul><li> Most traffic sources are opaque
  207. 207. Site optimization is critical
  208. 208. Best via “Publisher ID” or “Site ID”
  209. 209. If not available, then use Channel Targeting
  210. 210. Blocking non-converting sites is huge !
  211. 211. New Traffic Sources
  212. 212. New Targeting</li></li></ul><li>Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  213. 213. Traffic Sourcing and Audience Targeting
  214. 214. Campaign Design
  215. 215. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  216. 216. Mobile Content Creation is Getting Easier and Faster.<br />Campaign<br />Design<br /><ul><li>Mobile Publishing Tools and Site Frameworks
  217. 217. Mobile-Optimized Landing Pages
  218. 218. Device-Specific Testing</li></li></ul><li>Mobile Landing Pages: “To Be or Not to Be?”.<br />Campaign<br />Design<br /><ul><li>LPs make sense in many situations
  219. 219. To meet advertiser requirement
  220. 220. To creatively move user towards conversion
  221. 221. To filter out low-quality or low-intention leads
  222. 222. To minimize“pocket dials” on click-to-call offers
  223. 223. But there are exceptions
  224. 224. For offers with 1-click conversion
  225. 225. For offers where lead quality not critical
  226. 226. As always: Test, Test, Test !
  227. 227. Mobile Publishing Tools and Site Frameworks
  228. 228. Mobile-Optimized Landing Pages
  229. 229. Device-Specific Testing</li></li></ul><li>General LP Design Fundamentals Apply to Mobile.<br /><ul><li>LPs act as targeting / filtering devices
  230. 230. Relevant and engaging
  231. 231. Consistent with ad banner
  232. 232. Good LPs motivate immediate action
  233. 233. Clear statement of value
  234. 234. Limited options and choices
  235. 235. Use of scarcity as an incentive
  236. 236. Support progressive conversion
  237. 237. Variation, testing, optimization are essential
  238. 238. Creatives and ad copy
  239. 239. Position of call-to-action buttons and text
  240. 240. Ads with and without images
  241. 241. Et cetera</li></ul>Campaign<br />Design<br /><ul><li>Mobile Publishing Tools and Site Frameworks
  242. 242. Mobile-Optimized Landing Pages
  243. 243. Device-Specific Testing</li></li></ul><li>Mobile LPs Must Be Optimized for Mobile Viewing.<br /><ul><li>LPs must be viewable on target devices
  244. 244. Device-aware design to ensure rendering
  245. 245. Small images to speed page loading
  246. 246. Flash-free (except in limited situations)
  247. 247. LP viewing must be mobile-optimized
  248. 248. Visually clean and simple
  249. 249. Fonts readable without need to zoom
  250. 250. Clear above-the-fold calls to action
  251. 251. Universal icons to avoid user confusion
  252. 252. Single-column design for natural expand/contract
  253. 253. Brief text copy to avoid need for scrolling
  254. 254. Link to standard website for smart devices
  255. 255. Option: custom-designed LPs for high-converting devices</li></ul>Campaign<br />Design<br /><ul><li>Mobile Publishing Tools and Site Frameworks
  256. 256. Mobile-Optimized Landing Pages
  257. 257. Device-Specific Testing</li></li></ul><li>Mobile LPs Must be Optimized for Mobile User Input.<br />Campaign<br />Design<br /><ul><li>User input must be bullet-proof
  258. 258. “One finger, two thumbs” design for easy input
  259. 259. Thumb-clickable LP elements to facilitate clicking
  260. 260. Button isolation to avoid accidental clicking
  261. 261. Easy-to-click links for required navigation
  262. 262. Conversion must be friction-free
  263. 263. Short and easy-to-complete forms
  264. 264. Click-to-call buttons for specific offers
  265. 265. Consider Email bridging for long form enrollments
  266. 266. Mobile Publishing Tools and Site Frameworks
  267. 267. Mobile-Optimized Landing Pages
  268. 268. Device-Specific Testing</li></li></ul><li>Proper Display of Mobile LPs is Not Automatic!<br />Campaign<br />Design<br /><ul><li>Mobile Publishing Tools and Site Frameworks
  269. 269. Mobile-Optimized Landing Pages
  270. 270. Device-Specific Testing</li></li></ul><li>Device Testing is Required to Avoid Wasting Clicks.<br /><ul><li>Test LPs across all target device types
  271. 271. Page rendering / display
  272. 272. Page load performance
  273. 273. Test important devices specifically !
  274. 274. Leverage available testing tools</li></ul>Campaign<br />Design<br /><ul><li>Mobile Publishing Tools and Site Frameworks
  275. 275. Mobile-Optimized Landing Pages
  276. 276. Device-Specific Testing</li></ul>Modify<br />Headers<br />
  277. 277. Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  278. 278. Traffic Sourcing and Audience Targeting
  279. 279. Campaign Design
  280. 280. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  281. 281. Progressive Targeting is Key to Efficient Optimization.<br />Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  282. 282. Deep real-time click-stream analytics
  283. 283. Hyper-optimization
  284. 284. Test, Test, Test !!!</li></li></ul><li>Phase 1: Identify Promising and Doubtful Segments.<br />Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  285. 285. Deep real-time click-stream analytics
  286. 286. Hyper-optimization
  287. 287. Test, Test, Test !!!
  288. 288. Broad blanket coverage
  289. 289. Minimal spend
  290. 290. Financial Target = Minimal Loss</li></li></ul><li>Phase 2: Probe Promising Segments.<br />Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  291. 291. Deep real-time click-stream analytics
  292. 292. Hyper-optimization
  293. 293. Test, Test, Test !!!
  294. 294. Focused targeting
  295. 295. Controlled spend
  296. 296. Financial Target = Break-even</li></li></ul><li>Phase 3: Mine Top-Performing Segments for Profit.<br />Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  297. 297. Deep real-time click-stream analytics
  298. 298. Hyper-optimization
  299. 299. Test, Test, Test !!!
  300. 300. Micro-focused targeting
  301. 301. Managed spend
  302. 302. Margin protection
  303. 303. Financial Target = Max Profits</li></li></ul><li>Advanced Click-Stream Analytic Tools are Essential.<br /><ul><li>Track everything possible !
  304. 304. Mine / visualize data
  305. 305. Correlate segment performance with:
  306. 306. Device Make, Model and Operating System
  307. 307. Carrier
  308. 308. Screen Resolution
  309. 309. Browser Type and Capabilities
  310. 310. Geo-location
  311. 311. Referral Site
  312. 312. Strong analytics can transform a losing campaign into a big winner!</li></ul>Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  313. 313. Deep real-time click-stream analytics
  314. 314. Hyper-optimization
  315. 315. Test, Test, Test !!!</li></li></ul><li>Hyper-optimization Converts “Zeros” to “Heroes”.<br /><ul><li>Become a “data junkie” !
  316. 316. Adopt a structured, iterative approach
  317. 317. Established Baseline
  318. 318. Site Optimization
  319. 319. Device optimization
  320. 320. Carrier optimization
  321. 321. Optimize campaigns frequently
  322. 322. Master Excel pivot tables
  323. 323. Learn from analytic results
  324. 324. Eliminate weak-converting segments
  325. 325. Increase spend in strong-converting segments
  326. 326. Don’t throw out the baby with the bath water !</li></ul>Campaign<br />Deployment<br /><ul><li>Progressive Targeting
  327. 327. Deep real-time click-stream analytics
  328. 328. Hyper-optimization
  329. 329. Test, Test, Test !!!</li></li></ul><li>Mobile Campaign Optimization<br />Campaign<br />Deployment<br />Always Remember<br />the<br />Affiliate Marketer’s Mantra:<br />“Test, Test, Test”<br /><ul><li>Deep real-time click-stream analytics
  330. 330. Progressive Targeting
  331. 331. Hyper-optimization
  332. 332. Test, Test, Test !!!</li></li></ul><li>Presentation Overview<br />Mobilization and Performance Marketing<br />Mobile Campaign Optimization<br /><ul><li>Offer Sourcing and Selection
  333. 333. Traffic Sourcing and Audience Targeting
  334. 334. Campaign Design
  335. 335. Campaign Deployment</li></ul>Case Study: Optimization of a Short-form Campaign<br />
  336. 336. Case Study: Mobile Campaign Optimization<br />
  337. 337. Case Study: Mobile Campaign Optimization<br />
  338. 338. Case Study: Mobile Campaign Optimization<br />
  339. 339. Case Study: Mobile Campaign Optimization<br />
  340. 340. Case Study: Mobile Campaign Optimization<br />
  341. 341. Case Study: Mobile Campaign Optimization<br />
  342. 342. Case Study: Mobile Campaign Optimization<br />
  343. 343. The End<br />Thank you !!!<br />

Editor's Notes

  • IntroductionSelfCompanyRole: VP of New Media Platforms, responsible for Neverblue Mobile business unit and internal media buying teamIntroduction to PresentationTarget audience is beginner and intermediate level mobile media buyersFocus is performance marketing (CPA) and not brand marketing (CPM)Focus is on mobile web and app display media buying and will not cover mobile search or SMS marketingBased on experience of Neverblue Mobile media buying team – serving 3B+ impressions per month (mobile web + apps), variety of verticals, geographies, traffic sourcesAudience ProfilingKnowledge/Currency of MobileQ: Follow mobile trends and industry news on mobile basis?Q: Consider themselves on the leading edge of mobile adoption? Lagging? In the middle?Area of ActivityQ: How many affiliates/publishers?Q: How many advertiser?Q: How many agency?Experience with Mobile Media BuyingQ: How many currently active in mobile media buying?Q: Of those, how many consider themselves beginner ::: intermediate ::: advanced?
  • “Jumping right in …”
  • “Jumping right in …”
  • This is the classic “Mary Meeker Mobile Slide” – illustrates the explosive growth of mobile device use across the globe.- There are 10B+ mobile devices world-wide today, most of these are used by humans Actual mobile device growth has significantly exceeded the projections of most industry analysts, even those made in the past 6-12 monthsThere are over 6K different mobile device types – hence massive fragmentation in terms of capabilities, lack of standardization that has now been achieved on the desktop and with browsers.- This lack of standardization has a massive impact on mobile media marketing and media buying todaySmart phone growth is exploding though at different rates in different parts of the world and there will be 1B+ smart phone users by 2013Smart phone ubiquity will eliminate much of the arcane complexities of mobile marketing and media buying that exist todayIdentifying and dealing with the mobile-specific elements of mobile marketing and media buying is the primary objective of today’s presentation
  • Mobile is not a fad, it’s a mega-trend.Mobile is not a device, it’s the connective tissue of new emerging geo-social fabric.The pace of mobilization is accelerating beyond almost all predictionsMore people in the world own cell phones than have access to a toilet !Source: http://water.org/learn-about-the-water-crisis/facts/
  • Mobilization represents perhaps the most massive migration of human awareness and consumer “eyeballs” in history.Predictably, “money follows consumer attention” and global mobile advertising spending is exploding.Global mobile advertising budgets in 2015 are predicted to be $10B, I wouldn’t be surprised if this consensus estimate turns out to be conservative.
  • Advertisers are going mobile for a variety of reasons.Advertiser FUD (Fear/Uncertainty/Doubt) is slowing down the overall pace of mobile onboarding.80%+ of major online advertisers do not have a mobile website. Source: Google Research 2010Lead generation is the top advertiser mobile campaign goal, beating out brand campaigns.-&gt; Mobile lead generation represents billions of dollars in advertising spend over the next few years.
  • The main body of the presentation will cover:Offer Sourcing and SelectionTraffic Sourcing and Audience TargetingCampaign DesignCampaign Deployment
  • As you all know, the art of marketing brings the Offer to the target Audience with an Angle that engages the consumer and inspires engagement and action.
  • In order to structure the information in this presentation, I want to use a basic model that breaks down campaign optimization into four phases:Offer sourcing and selectionTraffic sourcing and audience targetingCampaign designCampaign deployment (iterative process!)All the fundamentals of online performance marketing apply to mobile display campaign optimization.
  • TargetingDemographicGeographicBehavioralMedia Channel(s)DisplaySearchSocialEmailTraffic SourcesProprietaryThird-Party
  • Mobile marketing enables new capabilities and technologies but also comes with important limitations and introduces new complexities.The heart of this presentation will focus on these new capabilities, limitations and complexities – how to take advantage of the capabilities and deal with the limitations and complexities.
  • Attention spans are short and fragmentedAverage viewing time per site = 1 minuteHome page bounce rate = 60%Page views per vistit &lt; 2Average viewing time per site = 1 minuteHome page bounce rate = 60%Page views per visit &lt; 2For users with mobile viewing problems:Likelihood of return visit &lt;40%Likelihood of visit to competitor’s site = 40%80% of large online advertisers do not have a mobile websiteSource: http://www.welcomebrand.co.uk/blog/2011/04/15/mobile-specific-landing-pages-good-or-bad/ and Google Research, 2010
  • Attention spans are short and fragmentedAverage viewing time per site = 1 minuteHome page bounce rate = 60%Page views per vistit &lt; 2Average viewing time per site = 1 minuteHome page bounce rate = 60%Page views per visit &lt; 2For users with mobile viewing problems:Likelihood of return visit &lt;40%Likelihood of visit to competitor’s site = 40%80% of large online advertisers do not have a mobile websiteSource: http://www.welcomebrand.co.uk/blog/2011/04/15/mobile-specific-landing-pages-good-or-bad/ and Google Research, 2010
  • Attention spans are short and fragmentedAverage viewing time per site = 1 minuteHome page bounce rate = 60%Page views per vistit &lt; 2Average viewing time per site = 1 minuteHome page bounce rate = 60%Page views per visit &lt; 2For users with mobile viewing problems:Likelihood of return visit &lt;40%Likelihood of visit to competitor’s site = 40%80% of large online advertisers do not have a mobile websiteSource: http://www.welcomebrand.co.uk/blog/2011/04/15/mobile-specific-landing-pages-good-or-bad/ and Google Research, 2010
  • Neverblue Mobile - Wide range of verticals including US and internationals offersSpnsormob - Strong for European offersAffilimob - General selection of US and international offersOffermobi - Primarily smaller lead gen campaigns, mostly US offersMobpartner - Strong with international offers, and only that has some CPI offer active
  • Post-click Campaign Action MixOther = includes PIN submit, click to iTunes
  • Short messages are used to provide premium rate services to subscribers of a telephone network-one of the first types of mobile content, before apps &amp; mobile web became big-the first big money maker in mobile advertising-still around today as strong as ever despite tough regulations
  • 2-field example vs. many-field exampleShort form 3 or 4 fields unless you make it fun (try to figure out how to make those fields worth more) services that will validate e-mails, gather information around the leads that you’ve received so you weed out the crappy ones and don’t waste advertisers time and money, and get higher CPA for good ones.
  • Click to Call-Click to call wary on display as you get the “Oh Crap” factor dubbed as people not realizing their phone is going to ring. (sitting in a meeting under the desk and then whammo), taxi service searchBetter off giving more info to your user and allowing them to callAnother approach is to have the user enter in their number and call backBenefits are: ability to pre-qualify, collect information to re-engage, avoid the “Oh Crap” factorSplit test
  • Use Email Bridging for Progressive Conversion or Re-marketingE-mail Bridging- e- mail lists like groupon collecting e-mails
  • Direct to Carrier Billing- Android Central &amp; SprintBoku
  • Mobile WalletsPayPal MobileGoogle WalletAmazon Payments
  • Need more examples !!!Wave and PayOrange/Samsung NFC Wallet (UK)Starbucks App (US)
  • Will not be discussing SMS campaigns
  • Tier 1: Millennial Media75 percent potential reach of U.S. mobile - Over 12 billion monthly impressions globallyCPC (performance) v CPM (brand): 30:70No self service AdmobStrong reach both US and international - USA (49%), India (5.9%), UK (4.1%), Indonesia (3.9%), Canada (2.4%), others (34.7%)AdMob serves more than 10 billion impressions per month.Self service platform. JumptapStrong reach both US and growing international inventory. Network reaches 63 million unique users.Self service platform.  Tier 2: AdfonicUK based, good european inventory but also has a decent amount of some US Mojivagood european inventory but also has a decent amount of some US.Network reaches 78 million in US and 319 million globally. InMobiGood reach in middle east, india and south-east asia  Specialty: MADhouse - Specialization: largest Chinese mobile ad network - reaches over 75% of China’s total mobile Internet traffic BuzzCitySpecialization: Reaches 200 countries in total, with top countries being Indonesia (24%), India (24%), USA (6%) MadvertiseSpecialization: Europe, particularly strong in German-speaking countries.Mobile Traffic SourcesTier 1:AdMob –Owned by Google. Difficulty getting dating/subscription offers approved.Jumptap –self serve platform, 2ndlargest traffic source. Tier 2:AdFonic –mainly app traffic (smart phones) in US &amp; UK.inMobi –55% AsiaMojiva -WorldwideBuzzcity –India and IndonisiaMillenial –Full serve, 85% US. Mostly CPM.Other Traffic Sources.Madvertise (DE)Hunts Mobile Ads (Latin and Hispanic US)Greystripe (100% app traffic)Madhouse (China)Useful link: mobiThinking Guide to Mobile Advertising Networkshttp://mobithinking.com/mobile-ad-network-guideTwitter – a lot of traffic that is through the twitter self serve places is mobileDirect Buys – sites like Mocospace &amp;Facebook – not available yet but keep an eye because this will be huuuuugeAccording to IDC DisplayGoogle = AdMob – Self Serve platformApple = iAds – unless you have $1 million to drop and you’re on Madison Avenue not getting inMillenial – work with you to make it happenYahoo – bit more strict on what gets let onMS – same as yahooJumptap – self serve/help- don’t already suggest setting up accounts at all these different places and get a working relationship with someone if you can
  • What about Google and Yahoo Mobile Display Networks ? Millennial MediaMillenial –Full serve, 85% US. Mostly CPM.75 percent potential reach of U.S. mobile - Over 12 billion monthly impressions globallyCPC (performance) v CPM (brand): 30:70No self serviceMillenial – work with you to make it happen AdmobAdMob –Owned by Google. Difficulty getting dating/subscription offers approved.Strong reach both US and international - USA (49%), India (5.9%), UK (4.1%), Indonesia (3.9%), Canada (2.4%), others (34.7%)AdMob serves more than 10 billion impressions per month.Self service platform. JumptapJumptap –self serve platform, 2ndlargest traffic source. Strong reach both US and growing international inventory. Network reaches 63 million unique users.Self service platform.  AdfonicAdFonic –mainly app traffic (smart phones) in US &amp; UK.UK based, good european inventory but also has a decent amount of some US MojivaMojiva -Worldwidegood european inventory but also has a decent amount of some US.Network reaches 78 million in US and 319 million globally. InMobiinMobi –55% AsiaGood reach in middle east, india and south-east asia MADhouse - Specialization: largest Chinese mobile ad network - reaches over 75% of China’s total mobile Internet traffic BuzzCityBuzzcity –India and IndonisiaSpecialization: Reaches 200 countries in total, with top countries being Indonesia (24%), India (24%), USA (6%) MadvertiseSpecialization: Europe, particularly strong in German-speaking countries.Other Traffic Sources.Hunts Mobile Ads (Latin and Hispanic US)Greystripe (100% app traffic)Yahoo – bit more strict on what gets let onMS – same as yahoodon’t already suggest setting up accounts at all these different places and get a working relationship with someone if you canIDG Ventures India has invested$3 million in Vserv, which operates a mobile in-app advertising network in India. The company has developed an “App Ad-Wrapper” solution for J2ME Apps and is now extending this solution to Android apps.
  • DisplaySearchDirect
  • April InsightsTargeted-Audience campaigns (Local Market Audience,Demographic Audience, Behavioral Audience andAudience Takeover) represented 42% of the CampaignTargeting Mix in May (Chart A).Campaigns leveraging Broad Reach targeting methods(Run of Network, Custom Subnet and Channel)accounted for 58% of the Campaign Targeting Mix (ChartA). Brands across multiple verticals, including Telecom,Digital Music &amp; Gaming and Dating leveraged BroadReach Targeting methods during May to increaseawareness of their services and try to generate new leads.Behavioral Audience as a targeting method grew 20%month-over-month and represented 12% of the TargetedAudience Mix in May (Chart B). Retail and Pharmaceuticaladvertisers targeted Moms with a variety of productmessages since they make purchases for the entirehousehold. Travel and Telecom advertisers targeted theBusiness Traveler segment with products and services to make life on the road more convenient.
  • What are the issues with location targeting in mobile ???How can I target certain demographics?Targeting certain demographics with mobile traffic can be quite tricky. Some traffic sources do offer demographic targeting, but as soon as it is applied, click costs can skyrocket by more than 100%. What we recommend you do to target demographics is to target certain devices. Different combinations of creatives in combination with handset and carrier targeting can achieve your desired demographic targeting.Should I target WiFitraffic?You can usually buy WiFi traffic at just pennies per click, but there is a reason for that. With all of the testing we have done, conversions are usually less abundant with WiFi due to the fact that users are usually a youth audience on devices that do not have mobile phone capabilities (for example, tablets or iPod touch). We typically recommend turning it off.
  • Mobile behavioral/demo targeting is currently behind the curve compared to webHowever, the many different targeting parameters provide a foundation to quickly zero in on the desired userCombination of all types of targeting will essentially give you behavioral targetingThis knowledge may be transferable to other offers, traffic sources, etc.
  • Things to consider:-Pre-paid vs contract-Top Tier (Verizon) vs Low Tier (Nextel)-Types of handsets (AT&amp;T &amp; Tmobile with iPhone)-Carriers that target race/gender/socio economic statusCase Study: LG Chocolate / Virgin Wireless vs. Blackberry Curve (teeny-bopper vs. business man)
  • - Not just Smart phones and WAP/feature phones anymore…Different Platforms (iOS,Andorid, WebOs, Windows, Symbian, etc…)Screen resolutions, markup language, capabilitesSo many different ways to categorizetablets high-end smart phonesmid-range smart phones and feature phoneslow-end deviceslegacy DevicesAlso something to note: Different carriers re-brand devices (marketing names)
  • Site/Publisher &amp; Channel TargetingThey don’t tell you that you can target or filter site id’s(Need a rep or client services to do this, need to ask for this, can’t always manually do it)Channel targeting: bundles sites and publishers together into categories/channels/demographic clusterYou can do this from the front end – this is the default offering, deemed sufficient for the massesMost traffic sources support site targeting: Admob, JumpTap, Adfonic …
  • Mobile Publishing Tools- Google Sites now offers a customizable mobile template- ThemeForest is starting to build out a mobile Wordpress category http://themeforest.net/category/wordpress/mobile- New jQuery mobile - Create cross-device websites in minutes (still in beta, but promising. Not sure on WAP support)- Responsive web development using CSS3 media queries - example CSS3 framework http://lessframework.com/- http://wordpress.org/extend/plugins/wordpress-mobile-pack/ Paid Solutions- Quite a few but here are some examples.  They have free options to entice you.http://bmobilized.comhttp://www.webs.com/
  • TestPosition of call-to-action buttons and associated textAll copyAds with and without imagesDifferent images $ off vs. % off
  • Mobile display marketing requires a structured and analytic approachTrackMobile display marketing is probably the hardest type of media buying out there can’t stress enough how important it is to TRACK everything so many variables in targetting (OS, carrier, device model, country, placement, etc) so, for example, how do you target a new mother in the United States? Make relationships some places you can target these and you can break them out by adding parameters to your linkAnalyticsInvest in useragent analytics that track back to conversionsSegway at the end of the day it’s still media buying and CTR and creative play a huge part
  • TrackMobile display marketing is probably the hardest type of media buying out there can’t stress enough how important it is to TRACK everything so many variables in targetting (OS, carrier, device model, country, placement, etc) so, for example, how do you target a new mother in the United States? Make relationships some places you can target these and you can break them out by adding parameters to your linkAnalyticsInvest in useragent analytics that track back to conversionsSegway at the end of the day it’s still media buying and CTR and creative play a huge part
  • Excel pivot tables !!!
  • In this example we go through a real world case of optimizing a campaign using advanced techniques that are unique to the mobile affiliate marketing space. These screenshots are based on a ringtone campaign from a media buyer using a Neveblue Mobile offer on a campaign set up in the mobile ad network Admob. Screen 1Viewing a simple report you can see that the affiliate generated $2,236.30 over the selected time per
  • Screen 2Although the bad news is he spent $3,696.16 on Admob buying the traffic for that campaign. A sizeable loss, it would appear – However, with the depth of data involved in mobile campaign this affiliate can now use these learnings/data, to identify profitable areas of this campaign, even though overall it appears to be a losing one.
  • Screen 3In neverblue mobile advanced reporting you can see in-depth details on every click and conversion across many mobile-specific metrics. Such as: device/handset, operating system, carrier, and even as detailed as the mobile screen resolution that the offer page was rendered on. In this example we will be optimizing based on what devices the end user was using.
  • Screen 4 – Screen 5Here you see a long list of every device, how many conversions happened on each and the device’s effective EPC – As you can see there is a significant range of EPCs over different devices. Some are $0.05 while others over $1.00. By identifying all the good devices on this results table you can select all the devices that are consistently producing EPC’s over, say, $0.50, copy the names, then go back to you campaign set up where you were buying you traffic and target only these devices.
  • Screen 4 – Screen 5Here you see a long list of every device, how many conversions happened on each and the device’s effective EPC – As you can see there is a significant range of EPCs over different devices. Some are $0.05 while others over $1.00. By identifying all the good devices on this results table you can select all the devices that are consistently producing EPC’s over, say, $0.50, copy the names, then go back to you campaign set up where you were buying you traffic and target only these devices.
  • Screen 6Here is Admob’s campaign set up screen where you can drill you campaign targeting down to specific handsets. Remember that your ads are now only showing on devices that have produced high EPCs for this offer, so it’s a good idea to also go raise up your bids to get more volume on your ads. After running this “optimized” campaign for a few days, let’s take a look at the performance back in Neverblue reporting.
  • Screen 7Now we are only targeting devices that have been proven to work for this particular offer. As you can see there are dozens of devices (in the viewable area) with exceptionally high EPCs. You can see here (bottom-most row) that the LG P-509 generating 56 leads on only 466 clicks for a EPC of $1.14! Definitely a winner! Not bad considering average CPC on mobile are around $0.10 - $0.15.And this is only an example of optimizing based on 1 criteria (device), you will notice similar ranges of performance based on platform/OS, carrier, and Site or Publisher IDs, all of which allow you to target and optimize even further for hyper profitable mobile campaigns. [ [concluding remarks]

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