MTech13: "Mobile Direct Marketing" - Ted McNulty

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Mobile cannot be ignored. The time spent on mobile devices continue to increase substantially over time. Ted McNulty, Director of Performance Advertising at Jumptap, walks through the essential elements of a successful mobile campaign at the 2013 Marketing Technology Summit in Boston, MA.

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  • If we are successful in identifying your targets in a cross-screen environment, you want the capacity to scale up reach and frequency against those targets. A programmatic approach, which I’m sure you’re familiar with from PC display, is the best way to go. Allows you to burst a campaign in mobile, or cross-screen, heavy-up against a particular day part or audience segment, etc.
  • MTech13: "Mobile Direct Marketing" - Ted McNulty

    1. 1. Mobile Direct Marketing Ted McNulty Director of Performance Advertising
    2. 2. 2 | MOBILE AUDIENCE. EVERYWHERE. Mobile Can’t Be Ignored 0 20 40 60 80 100 120 140 May-10 Aug-10 Nov-10 Feb-11 May-11 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-12 MillionsofOwners Smartphone Owners Tablet Owners
    3. 3. 3 | MOBILE AUDIENCE. EVERYWHERE. • Your potential customers are on Mobile • If you are not advertising on Mobile you are missing an opportunity • This trend will continue Time Spent On Mobile
    4. 4. 4 | MOBILE AUDIENCE. EVERYWHERE. Mobile is Tough! Small screen size Multiple operating systems Thousands of different handsets App & WAP / Wifi & Carrier Accidental clicks 1 2 3 4 5
    5. 5. 5 | MOBILE AUDIENCE. EVERYWHERE. Jumptap understands mobile and has developed advanced technology to get mobile performance campaigns to work. Targeting | Tracking | Analysis | Optimization 9 Years 1,000s of Campaigns 55 Patents
    6. 6. 6 | MOBILE AUDIENCE. EVERYWHERE. Big Brands Do Mobile Direct Marketing
    7. 7. 7 | MOBILE AUDIENCE. EVERYWHERE. Essential Elements of a Successful Mobile Campaign Targeting Campaign Set-Up & Optimization Mobile Optimized Conversion Flows Scale 1 2 3 4
    8. 8. 8 | MOBILE AUDIENCE. EVERYWHERE. Targeting
    9. 9. 9 | MOBILE AUDIENCE. EVERYWHERE. • Geographic • OS • Handset • Carrier • Contextual • Time of Day • Frequency Capping Look For Partners with Deep Targeting Technology
    10. 10. 10 | MOBILE AUDIENCE. EVERYWHERE. Drive Conversions with PC to Mobile Retargeting Target people that visited your Web site while they are on their Mobile devices: • Draw insights • Targeted creative • Tailored messages Retarget online site visitors in mobile
    11. 11. 11 | MOBILE AUDIENCE. EVERYWHERE. Target Based on More Than Just Mobile Behavior Combine online and offline mobile behavior for a real-world view of the consumer Online Behavior Mobile Behavior Real- World Behavior
    12. 12. 12 | MOBILE AUDIENCE. EVERYWHERE. Understand Who Saw Your Ads and Who Engaged with Them
    13. 13. 13 | MOBILE AUDIENCE. EVERYWHERE. Campaign Set-Up & Optimization
    14. 14. 14 | MOBILE AUDIENCE. EVERYWHERE. • Platform • Ad Size • Wifi vs Carrier • App vs Mobile Web • Day Parting • Frequency Capping • White Listing Campaign Setup
    15. 15. 15 | MOBILE AUDIENCE. EVERYWHERE. Conversion Tracking to Improve ROI Landing Pages • Pixel dropped on any conversion page • Useful for forms and storefronts Parameter Pass • Passes non-P.I.I. conversion info to advertiser • Includes: site, handset, carri er, etc. Server-side • API call that utilizes clickID • Transmits a call between client and internal servers to attribute a conversion. Secondary Events • Track events the come after the primary conversion • Useful for partial forms, eCommerce , etc Call Center Events • Call Duration • Pocket-dial prevention
    16. 16. 16 | MOBILE AUDIENCE. EVERYWHERE. To maximize performance, tweak the targeting mix including: • Publishers • Sites • Platform • Handset • Bid • Location • Carrier/Wifi • Creative • Frequency Rapid Optimization by Experts
    17. 17. 17 | MOBILE AUDIENCE. EVERYWHERE. Automatically adjust bids to hit CPA goals when • Coverage 24/7 optimization • Speed Hit CPA goals sooner • Measurement More consistent CPA’s over lifetime of campaign. Algorithmic Optimization…
    18. 18. 18 | MOBILE AUDIENCE. EVERYWHERE. • Insights From Similar Campaigns • Identify Trends • Apply Best Practices • Tweak The Algorithm To Improve Performance …But Don’t Forget About The Humans
    19. 19. 19 | MOBILE AUDIENCE. EVERYWHERE. Mobile Optimized Conversion Flows
    20. 20. 20 | MOBILE AUDIENCE. EVERYWHERE. Long-form lead generation is possible on mobile • Simple navigation • Pre-populated fields • Drop down menus Mobile Lead Generation
    21. 21. 21 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry Original Banners Modified Banners Landing Page Launch Page
    22. 22. 22 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry CLIENTS INCLUDE: CPA Goal: $20.00 $7.77 CPA Average 221% ROI (Approx.) 6,000 Quotes, Q1 RESULTSCAMPAIGN
    23. 23. 23 | MOBILE AUDIENCE. EVERYWHERE.
    24. 24. 24 | MOBILE AUDIENCE. EVERYWHERE. Generating Mobile Conversions at Scale
    25. 25. 25 | MOBILE AUDIENCE. EVERYWHERE. Accessing Digital Audiences Network Scale Limited Scale Scale on Demand Publisher Direct Ad Networks DSPs
    26. 26. 26 | MOBILE AUDIENCE. EVERYWHERE. It’s important to reach an audience without incentivizing clicks or download. Look for partners with capabilities like: • Quality traffic from premium publishers • Coverage across App and Mobile Web inventory • Automated tools to detected fraudulent traffic Non-Incentivized Traffic More engaged users = Higher LTV
    27. 27. 27 | MOBILE AUDIENCE. EVERYWHERE. Summary Targeting Campaign Set-Up & Optimization Mobile Optimized Conversion Flows Scale 1 2 3 4
    28. 28. 28 | MOBILE AUDIENCE. EVERYWHERE.
    29. 29. Jumptap’s products may be protected under one or more patents www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com Thank You Ted McNulty Director Performance Advertising Jumptap 508-654-3670 ted.mcnulty@jumptap.com

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