Point Roll - iStrategy Atlanta

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  • What story are you looking to tell in your mobile campaigns?What are your KPIs for mobile?What does a successful mobile and tablet campaign look like to you?When do you start thinking about mobile?When you think of mobile, what is your goal?
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Tweet! Ask questions! Stop us at any time! Tweet us questions. #TapThatAd #iStrategy
  • Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
  • Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
  • Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
  • Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
  • Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
  • These are the keys to a successful campaign. Dynamic campaigns are so much more informed than standard rich media campaigns. The advertiser is able to target their specific audience with creative and messages that apply to them based on data. AdControl distributes these relevant creatives to the right user to really make an impression. Once the ads have been served, PointRoll data takes into consideration all these factors (the ring around the center) to optimize to ultimately increase your ROI (or whatever your given success metric may be).This whole cyle is a more informed campaign than ever before. This is smart advertising.
  • Audience: Local audience = relevant offersMix of contextual & intentData:Wisdom of the crowdsShopLocal data feedSuccess Metrics:25% increase in circular traffic year over year15-20 second interaction time
  • Third party data.
  • Third party data.
  • Third party data.
  • Third party data.
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
  • Point Roll - iStrategy Atlanta

    1. 1. Tap That Ad: Engaging Mobile and Tablet Campaigns That Get Consumers’ Hands on Brands<br />
    2. 2. Your Facilitators<br />Todd Pasternack<br />Director, Creative Technology<br />@toddpasternack<br />Cat Spurway-Hepler<br />SVP, Strategy and Marketing<br />@CatSpurway<br />
    3. 3. What story are you trying to tell in your mobile campaigns?<br />What does a successfulmobile and tablet campaignlook like for you?<br />A few questions to get to value…<br />What are your KPIs for mobile?<br />When do you start thinkingabout mobile?<br />How Do I Get This Done?<br />
    4. 4. Engaging<br />Efficient<br />Effective<br />
    5. 5. Let’s get interactive…<br />Ask Questions!<br />Follow @PointRoll<br />Tweet along! #TapThatAd #iStrategy<br />Take your phone out… again.<br />
    6. 6. Let’s take the pulse. <br />
    7. 7. Is mobile a part of your overall marketing strategy today?<br />
    8. 8. Do you engage with ads on your mobile device?<br />
    9. 9. Have you used your mobile device to find a store or locate a product?<br />
    10. 10. I am checking my email as we speak<br />
    11. 11. The Big Picture<br />
    12. 12. Distribution<br />Audience<br />Creative<br />Performance<br />Data<br />Driving Value with 5 Key Digital Marketing Ingredients<br />Engaging, Higher Impact, Interactive Functionality and Feature-Rich<br />Relevant Data Driven Audience-specific Messaging BT, Geo, Demo & More<br />Understanding & Knowledge, Finding More Targets<br />Reporting/<br />Analysis<br />Future <br />Decisions<br />Insights<br />Optimization<br />Metrics/KPIs<br />Evaluate ROI <br />
    13. 13. Mobile, Tablet<br />AUDIENCE / TARGETING INFO<br />Open, Agnostic,<br />Targeted<br />Reach Consumers Wherever They Are; Efficiently & Effectively Engage<br />Measure<br />In Stream Video<br />Social/ Facebook<br />Digital OOH, Search<br />Display Ads<br />Target, Segment, Customize, QA, Test, Analyze & Optimize<br />Ad Serving, Rich Media, Personalized Dynamic Ads, <br />Site Content Campaign Management, Production and Measurement<br />DATA <br />Promotions, Messaging<br />Products, Offers, Inventory Feeds<br />CREATIVE ASSETS<br />Elements, Features, Functionality<br />
    14. 14. 5 Key Ingredients in Action<br />Grab meijer paperboy example from ad matrix<br />
    15. 15.
    16. 16. Audience<br />
    17. 17.
    18. 18. Data<br />
    19. 19. Data: Behavior<br />
    20. 20. vs.<br />
    21. 21. Data: Location<br />
    22. 22.
    23. 23.
    24. 24. Data: Your Products<br />
    25. 25.
    26. 26. Distribution<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32. Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare.<br />The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June.<br />It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life.<br />Source: Mashable, Stan Schroeder<br />
    33. 33. Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare.<br />The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June.<br />It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life.<br />Source: Mashable, Stan Schroeder<br />
    34. 34.
    35. 35. More than half (53%) of browsing done on mobile devices as of August is on Mobile Safari.<br />Source: NetApplications<br />
    36. 36. Creative<br />
    37. 37. Creative: Direct Response<br />
    38. 38. Direct Response: Tap Thru<br />
    39. 39. Direct Response: Tap To Call<br />
    40. 40. Direct Response: Tap To App<br />
    41. 41. Direct Response: Tap To Map<br />
    42. 42. Creative: Brand Awareness<br />
    43. 43. Brand Awareness: Video<br />
    44. 44. Brand Awareness: Video<br />
    45. 45. Brand Awareness: Use Touch!<br />
    46. 46. Brand Awareness: Use Touch!<br />
    47. 47. Brand Awareness: Accelerometer<br />
    48. 48. Brand Awareness: Accelerometer<br />
    49. 49. Mobile Dynamic Advertising<br />
    50. 50. Mobile Dynamic Advertising<br />
    51. 51. Mobile Dynamic Advertising<br />
    52. 52. Performance<br />
    53. 53. Ad Effectiveness<br />Different Device, Different Behavior<br />61% increase in interaction rate on iPhone YOY<br />92% tap-thru (CTR) on iPhone YOY<br />+30 seconds increased brand time on iPad YOY<br />The “Why” Difference Across Device<br />iPhone: utility, tool , practical activities <br />iPad: content, consumption, leisure <br />Measure everything: interaction, time spent, activities including swipes, video and game plays, and more<br />Keep messages consistent, but align your metric goal with the device<br />
    54. 54. The Proof<br />
    55. 55. Your Turn<br />
    56. 56. In Closing<br />Overall:<br />Deliver value!<br />Use your 5 ingredients to engage and be more efficient and effective<br />With mobile:<br />Use the inherent features of the device<br />Plan your strategy around consumer usage behavior<br />Don't reinvent the wheel<br />Use the 5 ingredients to deliver value!<br />Follow/like us! @pointroll and facebook.com/pointroll<br />Engage! We’ll come to you or join us for Innovation Days<br /><ul><li>NYC: Tuesday Sept. 20th
    57. 57. Chicago: Tuesday Sept. 27th
    58. 58. Atlanta: October TBD – see Daryn or email dschwartz@pointroll.com</li></li></ul><li>
    59. 59. Thanks!<br />Cat - @Cat_Spurway<br />cspurway@pointroll.com<br />Todd - @ToddPasternack<br />tpasternack@pointroll.com<br />@PointRoll<br />#TapThatAd<br />
    60. 60. Trivia<br />
    61. 61. INSERT CHARTS/RESEARCH ON MOBILE MARKETING PENETRATION, DEVICES, ETC<br />

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