NEDMAInno14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted McNulty

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Learn how Direct Response marketers are adapting their strategy as their audience moves to Mobile and, in turn, are growing revenue and beating 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 technique in the Mobile world.

This presentation was developed by Ted McNulty, Senior Director of Performance Sales at Millennial Media, and was given at NEDMA's 2014 DM Innovations Symposium.

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NEDMAInno14: 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. Mobile Mindset Mobile Apps • People in apps engrossed • Completely focused on specific activity/content • Difficult to get them to leave experience Source: Appsular Analytics, February 2013
  15. 15. 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”
  16. 16. Mobile Mindset Mobile Web 76% 24% Share of Traffic Mobile Apps Mobile Web
  17. 17. 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
  18. 18. 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”
  19. 19. Advanced Mobile Targeting
  20. 20. 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
  21. 21. 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
  22. 22. Optimization
  23. 23. 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
  24. 24. To maximize performance, tweak the targeting mix including: • Publishers • Sites • Platform • Handset • Bid • Location • Carrier/Wifi • Creative • Frequency Using Data To Improve Performance
  25. 25. 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…
  26. 26. • Insights From Similar Campaigns • Identify Trends • Apply Best Practices • Tweak The Algorithm To Improve Performance …But Don’t Forget About The Humans
  27. 27. Mobile Optimized Conversion Flows
  28. 28. • 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
  29. 29. 30 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry Original Banners Modified Banners Landing Page Launch Page
  30. 30. 31 | 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
  31. 31. Accessing Digital Audiences Limited Scale Network Scale Scale on Demand
  32. 32. • Targeting • Campaign Set-Up & Optimization • Mobile Optimized Conversion Flows • Scale Summary

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