This document discusses the rise of mobile devices and how marketers can target consumers through mobile direct marketing campaigns. It notes that smartphone and tablet shipments now exceed PC shipments. Most mobile time is spent in apps, with games being the top category. The document provides tips on mobile targeting such as location, device type, and first-party and third-party data. It also discusses optimizing campaigns, converting mobile visitors, and scaling mobile campaigns.

1. Mobile Direct
Marketing
Ted McNulty
Sr. Director Performance Advertising

3. The Post-pc Era Has Arrived
1600
1400
1200
1000
800
600
400
200
0
2010 2011 2012 2013 2014 2015 2016
Millions
Global Shipments of Smartphone/Tablets vs. Portable/Desktop PCs
Smartphone and Tablet Portable and Desktop PCs
Source: IDC

4. HRS
4256789
MIN
SEC
056789056789
02:30:00
TWO HOURS AND FORTY TWO MINUTES
PER DAY ON MOBILE
Source: Flurry Analytics, comScore, NetMarketShare - 2014

5. Time Spent In Mobile (Minutes Per Day)
180
160
140
120
100
80
60
40
20
0
Mobile Online Radio Newspapers Magazines

6. Smartphone Usage Of Younger People

8. Mobile Is Tough!
• Small screen size
• Multiple operating Systems
• Thousands of different handsets
• App & WAP / Wifi & Carrier
• Accidental clicks

9. Millennial understands mobile and has developed advanced technology to get
mobile performance campaigns to work.
8
Years
55
Patents
1,000s
of Campaigns
Targeting | Tracking | Analysis | Optimization

10. Big Brands Do Mobile Direct Marketing

11. Essential Elements of a Successful Mobile Campaign
• Targeting
• Optimization
• Mobile Optimized Conversion Flows
• Scale

12. Basic Mobile Targeting

13. Tactical Targeting
Find Your Audience in Mobile
Look for partners that can use data to
identify and refine audiences at scale, with
pinpoint precision.
Location: Geographic targeting using Point*
Device/OS: 9,000+ device types targetable by features
Connection: Data connection, including WiFi & carrier
Content: Mobile app and site lists by category
Time: Dayparting and Day of Week targeting
*Point is Millennial Media’s premium location targeting
product suite. More detail available on request.
Time
Device/
OS
Location
Demo
Connection
Content
Tactical Targeting
Data by Type
––––––

14. Mobile Mindset
Time Of Day
Percent of Daily Traffic
PRIME TIME
• Interaction
• Entertainment
WORKDAY
• Travel & Lifestyle
• Shopping & Retail
• Business & Finance
• eBooks and Reference
• Music
• Portals
• General Content
MORNING
• Weather
• Traffic
• News/Local
• Health and Fitness
• Productivity
Average Morning Work Day Primtetime

15. Basic Mobile Targeting
App vs Mobile Web

16. 86%
TIME SPENT ON MOBILE
IS USING APPS
Source: Flurry Analytics, comScore, NetMarketShare - 2014

17. Mobile Mindset
Mobile Apps
Games
43%
Share of Time Spent
Health
1% Lifestyle
Social
26%
Productivity
Utilities
10%
Entertainment
10%
News
2%
2%
1%
Other
5%
Source: Compiled by Flurry “WW iOS & Android Smart Device Time Spent per App Category”

18. Marketing Approach
Mobile Apps
Choice Recommendation
Offer Contextually relevant app download
Ad Unit Large and high impact (e.g. rich media)
Call to Action Simple, e.g. “Download for Free”

19. 14%
TIME SPENT ON MOBILE
Web sites
Source: Flurry Analytics, comScore, NetMarketShare - 2014

20. Mobile Mindset
Mobile Web
0% 5% 10% 15% 20% 25% 30% 35% 40%
News
Weather
Search
Maps
Sports
Dining
Traffic
Classified
Retail
Travel

21. Marketing Approach
Mobile Web
Choice Recommendation
Offer Lead Gen/Direct Response (e.g. auto insurance,
education, finance)
Ad Unit Text based ad units
Call to Action Transparent, e.g. “Get 40% Off”

22. Advanced Mobile Targeting

23. Cross-Screen
Retargeting
Overview
Identify consumers who have engaged
with your site and retarget them across
smartphones and tablets
Value:
• Target consumers who have visited your site
to search or shop
• Re-engage with consumers who have
already interacted with your brand
• Identify and retarget loyal consumers, based
on previous actions
SITE VISIT

24. Targeting Audiences With 3rd Party Data
Data Activation
Audience Profiles are built using a constantly
refreshed collection of real-world behavioral data
sourced from precise mobile device signals and 20+
data partnerships across mobile, offline, and online
Behavioral Segments
✚ Business Travelers
✚ In-Market for hotels
✚ In-Market for rental cars
Audience profiles built with full respect to
data privacy for consumers and advertisers
Offline
Behavioral Data
Search
History
Mobile
(+ Location)
Social &
Sharing
Past
Purchase
Browse
by Type
––––––

25. Audience Segments
Data Activation
Audience Profiles are built
using a constantly refreshed
collection of real-world
behavioral data sourced
from precise mobile device
signals and 20+ data
partnerships across mobile,
offline, and online
Audience profiles built with full respect to
data privacy for consumers and advertisers
Behavioral Segments
✚ Coupon Shoppers ✚ Shop at Drugstore Chains
✚ Pet Food Buyers ✚ Offer Seekers
✚ Purchase Product Specific (Beauty,
household, grocery, etc.)
✚ Purchase Brand Specific (Kraft,
L’oreal, etc.)
✚ Top Grocery Spenders ✚ Shop at Grocery Stores
✚ Moms (Green, Stay at home, etc.)
✚ Premium Brand Buyers

26. CRM Targeting
Overview
Leverage your existing customer lists by
matching your CRM data to user profiles
on the Millennial Media platform
Value
Millennial Media partners with
Datalogix, Liveramp, BlueKai, Exelate and
more to ensure maximum data privacy
✚ Make CRM data actionable in mobile
✚ Nurture leads you’ve already invested in
✚ Reach high-value prospects
✚ Eliminate wasted ad impressions
1
2
3
CRM Match
Match existing CRM
data with Millennial
Media user profiles
Advertiser Safety
Advertiser safe data pass-over
to create advertiser
CRM in mobile
Targeted Campaign
Retarget loyal
customers with less
waste
Audience Match

27. Data Driven Optimization

28. CONVERSION TRACKING
APP DOWNLOAD:
• SDK
• Server-To-Server
• Third Party Tools
MOBILE WEB:
• Pixel
• Server-To-Server
CLICK-TO-CALL
• Track Call Duration

29. Using Data To Improve Performance
To maximize performance, tweak the
targeting mix including:
• Publishers
• Sites
• Platform
• Handset
• Bid
• Location
• Carrier/Wifi
• Creative
• Frequency

30. Algorithmic Optimization…
Automatically adjust bids to hit CPA goals
• Coverage
24/7 optimization
• Speed
Hit CPA goals sooner
• Measurement
More consistent CPA’s over lifetime of
campaign.

31. …But Don’t Forget About The Humans
• Insights from similar
campaigns
• Identify trends
• Apply best practices
• Tweak the algorithm to
improve performance

32. Mobile Optimized Conversion Flows

33. Lead Form Best Practices
• Long-form lead generation is
possible on mobile.
• Simple navigation.
• Pre-populated fields.
• Drop down menus.
• Be realistic on the information you
are gathering.

34. 34 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct Response Agency - Insurance Industry
Original
Banners
Modified
Banners
Landing
Page
Launch
Page

35. CPA Goal: $20.00 $7.77
35 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct Response Agency - Insurance Industry
CLIENTS INCLUDE:
CPA Average
221%
ROI (Approx.)
6,000
Quotes, Q1
CAMPAIGN RESULTS

36. Scaling
Mobile
Campaigns
Limited
Scale
Network
Scale
Scale on
Demand

37. Summary
• Targeting
• Optimization
• Mobile optimized conversion flows
• Scale

39. Native Ads
• Ads blended within
content of site
• Less Intrusive
• Better use of limited
screen size
• Higher Click Through
Rates
• Higher Conversion Rates
• Lower Cost Per
Acquisition
39 | MOBILE AUDIENCE. EVERYWHERE.