Mobile Direct
Marketing
Ted McNulty
Sr. Director Performance Advertising
0
200
400
600
800
1000
1200
1400
1600
2010 2011 2012 2013 2014 2015 2016
Millions
Global Shipments of Smartphone/Tablets v...
• Your potential customers are on Mobile
• If you are not advertising on Mobile you are missing
an opportunity
• This tren...
Mobile Is Tough!
• Small screen size
• Multiple operating systems
• Thousands of different handsets
• App & WAP / Wifi & C...
8
Years
55
Patents
1,000s
of Campaigns
Targeting | Tracking | Analysis | Optimization
Millennial understands mobile and ha...
Big Brands Do Mobile Direct Marketing
• Targeting
• Campaign Set-Up & Optimization
• Mobile Optimized Conversion Flows
• Scale
Essential Elements of a Successfu...
Basic Mobile Targeting
Look For Partners with Deep Targeting
Technology
• Geographic
• OS
• Handset
• Carrier
• Contextual
• Frequency Capping
Mobile Mindset
Time Of Day
Percent of Daily Traffic
Average Morning Work Day Primtetime
PRIME TIME
• Interaction
• Enterta...
Basic Mobile Targeting
App vs Mobile Web
Mobile Mindset
Mobile Apps
76%
24%
Share of Traffic
Mobile Apps Mobile Web
Mobile Mindset
Mobile Apps
Games
43%
Social
26%
Entertainment
10%
Utilities
10%
News
2%
Productivity
2%
Health
1% Lifestyl...
Marketing Approach
Mobile Apps
Choice Recommendation
Offer Contextually relevant app download
Ad Unit Large and high impac...
Mobile Mindset
Mobile Web
76%
24%
Share of Traffic
Mobile Apps Mobile Web
Mobile Mindset
Mobile Web
40%
25%
21%
18%
16%
10%
8%
7%
7%
4%
0% 20% 40% 60%
News
Weather
Search
Maps
Sports
Dining
Traffi...
Marketing Approach
Mobile Web
Choice Recommendation
Offer Lead Gen/Direct Response (e.g. auto insurance,
education, financ...
Advanced Mobile Targeting
Retarget online site
visitors in mobile
Target people that visited your Web
site while they are on their Mobile
devices:
•...
Online
Behavior
Mobile
Behavior
Real-
World
Behavior
Combine online and offline mobile behavior for a real-world view of t...
Data Driven Optimization
Landing Pages
• Pixel dropped on any
conversion page
• Useful for forms and
storefronts
Parameter Pass
• Passes non-P.I.I....
To maximize performance, tweak the
targeting mix including:
• Publishers
• Sites
• Platform
• Handset
• Bid
• Location
• C...
Automatically adjust bids to hit CPA goals
• Coverage
24/7 optimization
• Speed
Hit CPA goals sooner
• Measurement
More co...
• Insights From Similar
Campaigns
• Identify Trends
• Apply Best Practices
• Tweak The Algorithm To
Improve Performance
…B...
Mobile Optimized Conversion Flows
• Long-form lead generation is
possible on mobile.
• Simple navigation.
• Pre-populated fields.
• Drop down menus.
• Be re...
29 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct ResponseAgency - Insurance Industry
Original
Banners
Mod...
30 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct ResponseAgency - Insurance Industry
CLIENTS INCLUDE:
CPA...
Accessing
Digital
Audiences
Limited
Scale
Network
Scale
Scale on
Demand
• Targeting
• Campaign Set-Up &
Optimization
• Mobile Optimized
Conversion Flows
• Scale
Summary
NEDMA14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted McNulty
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NEDMA14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted McNulty

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Learn how direct response marketers are adapting their strategies as their audiences move to mobile and as a result are growing revenue and eating their competition. Attendees will hear case studies highlighting best practices for lead generation, click-to-call, and mobile commerce, and will learn successful strategies on how to apply Direct Response techniques in the mobile world.

This presentation was given by Ted McNulty, Senior Director of Performance Sales at Millennial Media, at NEDMA's Annual Conference on May 14, 2014.

Published in: Marketing, Technology, Business
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NEDMA14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted McNulty

  1. 1. Mobile Direct Marketing Ted McNulty Sr. Director Performance Advertising
  2. 2. 0 200 400 600 800 1000 1200 1400 1600 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 The Post-pc Era Has Arrived
  3. 3. • 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. Mobile Is Tough! • Small screen size • Multiple operating systems • Thousands of different handsets • App & WAP / Wifi & Carrier • Accidental clicks
  5. 5. 8 Years 55 Patents 1,000s of Campaigns Targeting | Tracking | Analysis | Optimization Millennial understands mobile and has developed advanced technology to get mobile performance campaigns to work.
  6. 6. Big Brands Do Mobile Direct Marketing
  7. 7. • Targeting • Campaign Set-Up & Optimization • Mobile Optimized Conversion Flows • Scale Essential Elements of a Successful Mobile Campaign
  8. 8. Basic Mobile Targeting
  9. 9. Look For Partners with Deep Targeting Technology • Geographic • OS • Handset • Carrier • Contextual • Frequency Capping
  10. 10. Mobile Mindset Time Of Day Percent of Daily Traffic Average Morning Work Day Primtetime 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
  11. 11. Basic Mobile Targeting App vs Mobile Web
  12. 12. Mobile Mindset Mobile Apps 76% 24% Share of Traffic Mobile Apps Mobile Web
  13. 13. Mobile Mindset Mobile Apps Games 43% Social 26% Entertainment 10% Utilities 10% News 2% Productivity 2% Health 1% Lifestyle 1% Other 5% Share of Time Spent Source: Compiled by Flurry “WW iOS & Android Smart Device Time Spent per App Category”
  14. 14. 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”
  15. 15. Mobile Mindset Mobile Web 76% 24% Share of Traffic Mobile Apps Mobile Web
  16. 16. Mobile Mindset Mobile Web 40% 25% 21% 18% 16% 10% 8% 7% 7% 4% 0% 20% 40% 60% News Weather Search Maps Sports Dining Traffic Classifieds Retail Travel Share of Time
  17. 17. 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”
  18. 18. Advanced Mobile Targeting
  19. 19. Retarget online site visitors in mobile Target people that visited your Web site while they are on their Mobile devices: • Draw insights • Targeted creative • Tailored messages Drive Conversions with PC to Mobile Retargeting
  20. 20. Online Behavior Mobile Behavior Real- World Behavior Combine online and offline mobile behavior for a real-world view of the consumer Target Based on More Than Just Mobile Behavior
  21. 21. Data Driven Optimization
  22. 22. 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, carrier, etc. Server-side • API call that utilizes clickID • Transmits a call between client and internal servers to attribute a conversion. Call Center Events • Call Duration • Pocket-dial prevention Secondary Events • Track events the come after the primary conversion • Useful for partial forms, eCommerce, etc Conversion Tracking to Improve ROI
  23. 23. To maximize performance, tweak the targeting mix including: • Publishers • Sites • Platform • Handset • Bid • Location • Carrier/Wifi • Creative • Frequency Using Data To Improve Performance
  24. 24. 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. Algorithmic Optimization…
  25. 25. • Insights From Similar Campaigns • Identify Trends • Apply Best Practices • Tweak The Algorithm To Improve Performance …But Don’t Forget About The Humans
  26. 26. Mobile Optimized Conversion Flows
  27. 27. • Long-form lead generation is possible on mobile. • Simple navigation. • Pre-populated fields. • Drop down menus. • Be realistic on the information you are gathering. Lead Form Best Practices
  28. 28. 29 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry Original Banners Modified Banners Landing Page Launch Page
  29. 29. 30 | 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
  30. 30. Accessing Digital Audiences Limited Scale Network Scale Scale on Demand
  31. 31. • Targeting • Campaign Set-Up & Optimization • Mobile Optimized Conversion Flows • Scale Summary

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