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Bango mobile measurement IAB webinar, 12 January 2011


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Presentation from IAB webinar - Mobile Campaigns Measurement - 12th January 2011. With contributions from Martin Harris, Bango, Ed Chater, Somo, Brian Morel, Yahoo and Marcus Startzel, Millennial Media

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Bango mobile measurement IAB webinar, 12 January 2011

  1. 1. Mobile campaign measurement How to track success on mobile Martin G Harris SVP Strategic Accounts, Bango
  2. 2. Key Research Findings <ul><li>2009 Bango survey of agencies and brands </li></ul><ul><li>Top three “must haves” identified: </li></ul><ul><ul><ul><li>Number of unique visitors clicking on an ad </li></ul></ul></ul><ul><ul><ul><li>Conversion rates for each campaign </li></ul></ul></ul><ul><ul><ul><li>Specific actions taken on the campaign site/in-app </li></ul></ul></ul><ul><li>2010 Bango survey of agencies and brands </li></ul><ul><ul><li>83% do not use mobile specific analytic tools </li></ul></ul><ul><ul><li>27% have run campaigns with no measurement tools </li></ul></ul>
  3. 3. Who we are <ul><li>Mobile technology company </li></ul><ul><li>Leading provider of mobile analytics </li></ul><ul><li>Pioneer in mobile web billing </li></ul><ul><li>10 years industry experience </li></ul><ul><li>On London Stock Exchange (AIM: BGO) </li></ul><ul><li>Offices in Cambridge, UK and New York, USA </li></ul>Bango customers: Award winning technology: Operator relationships:
  4. 4. Measurement – The possibilities <ul><li>“ Measurement is at the heart of mobile marketing” </li></ul><ul><li>With mobile analytics you can: </li></ul><ul><li>Track individual visitors across all campaigns </li></ul><ul><li>Measure ad impressions, clicks and goals achieved </li></ul><ul><li>Track engagement levels, behavior and actions </li></ul><ul><li>Measure your campaign ROI and compare campaigns </li></ul><ul><li>Monitor traffic levels </li></ul><ul><li>See real-time data for quick reactions </li></ul>Search marketing Banner & text ads
  5. 5. How to measure and what to watch out for… <ul><ul><li>Try and test, by setting your campaigns’ objectives and KPIs </li></ul></ul><ul><ul><li>Use a mobile specific analytics tool for data accuracy </li></ul></ul><ul><ul><li>Make sure you are getting an accurate count from real users - no counting spiders from search engines </li></ul></ul><ul><ul><li>Ensure you can see your data in real-time and stay one step ahead </li></ul></ul><ul><ul><li>Measure post-click behavior information </li></ul></ul><ul><ul><li> Measure carefully… </li></ul></ul>
  6. 6. Top tip! Integrate Analytics from DAY 1….. ..and understand the success of your mobile marketing campaigns More at Thank you [email_address]
  7. 7. <ul><li>Mobile campaign measurement How to track success on mobile Marcus Startzel Senior Vice President, Sales, Millennial Media </li></ul>
  8. 8. About Millennial Media <ul><li>Largest independent mobile advertising network </li></ul><ul><li>More than 20 billion impressions per month </li></ul><ul><li>Reaches, targets and engages with consumers worldwide </li></ul><ul><li>Highly targeted campaigns, interaction rates between 3-5% </li></ul><ul><li>Preferred partner to advertisers reaching mobile consumers, developers and publishers </li></ul><ul><li>Clients include, Coke, Marriott and Paramount Pictures </li></ul>
  9. 9. What should I measure? <ul><li>“ Reach, targeting and engagement are a great measure of success” </li></ul><ul><li>Mobile offers a wide variety of targeting methods </li></ul><ul><li>– By country, audience behavior, device type, etc </li></ul><ul><li>Try a variety of these methods – measure how effective they are, adjust as needed </li></ul><ul><li>Consider engagement levels when establishing KPIs </li></ul><ul><li>– How long were users on your site? </li></ul><ul><li>– What did they see? </li></ul><ul><li>– How did they interact with your brand? </li></ul><ul><li>– Did they take the desired actions? </li></ul>
  10. 10. Running an advertising campaign for maximum impact <ul><ul><li>How long should I run my mobile advertising campaign? </li></ul></ul><ul><ul><li>Three important factors to consider: </li></ul></ul><ul><ul><li>Type of advertiser </li></ul></ul><ul><ul><li>Vertical </li></ul></ul><ul><ul><li>Campaigns objectives </li></ul></ul><ul><ul><li>Top Tips! </li></ul></ul><ul><ul><li>Work out the best strategy for your campaign </li></ul></ul><ul><ul><li>Frequency cap on long-running campaigns to avoid unnecessary brand fatigue </li></ul></ul>
  11. 11. <ul><li>Mobile campaign measurement </li></ul><ul><li>How to track success on mobile </li></ul><ul><li>Ed Chater </li></ul><ul><li>Group Account Director, Somo </li></ul>
  12. 12. About Somo <ul><li>Leading independent mobile advertising agency in Europe </li></ul><ul><li>Run by a team of proven internet, advertising & mobile pioneers </li></ul><ul><li>Twenty five staff and growing </li></ul><ul><li>Experienced in managing campaigns and development on a global basis </li></ul><ul><li>Clients include, Audi, Interflora and Thorntons </li></ul>
  13. 13. How much marketing budget should be allocated to mobile? <ul><li>Mobile core to business </li></ul><ul><ul><li>– Majority of your budget on mobile </li></ul></ul><ul><li>Emerging channel </li></ul><ul><ul><li>Start low initial test budget and build over time </li></ul></ul><ul><li>Get data to plan effectively </li></ul><ul><ul><li>Ad Networks/Specialist Agencies </li></ul></ul><ul><ul><li>Latent mobile traffic </li></ul></ul>
  14. 14. Be prepared for your budgets to grow Plan Growth Into Your Budget Test and learn different placements Be aware of dramatic market growth Media Spend
  15. 15. <ul><li>Highly dependant on type of media and level of targeting </li></ul><ul><li>Display - 1-5% Display CTR depending on targeting & ad format </li></ul><ul><li>Search - 3-5% CTR Generic search term, 20%+ CTR Brand term </li></ul><ul><li>Conversion rates highly variable according to site </li></ul>What kind of CTR should I expect?
  16. 16. <ul><li>Mobile campaign measurement </li></ul><ul><li>How to track success on mobile </li></ul><ul><li>Brian Morel </li></ul><ul><li>Strategic Account Director, Yahoo! </li></ul>
  17. 17. How to analyze your data? <ul><li>Combining all kinds of data gives you the broadest view </li></ul><ul><li>Measure effectiveness by looking at </li></ul><ul><ul><li>- Number of clicks </li></ul></ul><ul><ul><li>- Impressions and conversions </li></ul></ul><ul><li>Identify all your consumers, where they come from, carrier and type of device they’re using </li></ul>
  18. 18. What data provides the most accurate view? <ul><li>Visibility of pre-click and post-click information is key </li></ul><ul><li>- Provides accurate view of how campaign is performing </li></ul><ul><li>Unique identification of all users – it provides the foundation for success </li></ul><ul><li>Actionable insights from your mobile data provide key information for effective optimization </li></ul>
  19. 19. <ul><li>Instrument mobile analytics as soon as possible </li></ul><ul><li>Be broaded minded – don’t put all your marketing muscle into apps </li></ul><ul><li>Tailor your message for a mobile audience </li></ul><ul><li>Less is more – you can’t do everything on mobile </li></ul><ul><li>Increase/decrease or re-allocate spend for the best results </li></ul><ul><li>Keep measuring! </li></ul>Top tips for running mobile campaigns
  20. 20. <ul><li>Please type your questions into the chat feature on the upper-right corner of your screen </li></ul>
  21. 21. <ul><li>Educational Webinars </li></ul><ul><ul><li>The IAB Industry Initiatives Briefing, Jan. 26 at Noon EST </li></ul></ul><ul><ul><li>The CMO’s Imperative (w/Boston Consulting Group), Feb. 3, 11 AM EST </li></ul></ul><ul><li>Professional Development Classes </li></ul><ul><ul><li>Professional Presentations: Turn Information Into A Story That Sells, Jan 20, NYC </li></ul></ul><ul><ul><li>Essentials of the Digital Marketing Ecosystem Part I, February 9, NYC </li></ul></ul><ul><ul><li>Essentials of the Digital Marketing Ecosystem Part II, February 16, NYC </li></ul></ul><ul><li>Networking Receptions </li></ul><ul><ul><li>Member Networking Event in Seattle, Jan. 19, 5:30 – 7:30 PM </li></ul></ul><ul><li>Conferences </li></ul><ul><ul><li>Annual Leadership Meeting, Feb. 27 – March 1, Palm Springs, CA </li></ul></ul><ul><ul><li>IAB Case Study Road Show, 1-day Events across the US in March & April </li></ul></ul><ul><ul><li>Mobile: IAB Marketplace, July 18, NYC </li></ul></ul>Upcoming IAB Webinars, Classes, and Events
  22. 22. <ul><li>If you are taking part in our Digital Advertising Certificate Program, you have just earned 1 credit for completing this webinar session. For more information, email [email_address] </li></ul><ul><li>If there are digital media and advertising topics you’d like the IAB to address in an upcoming webcast or other program, please fill out our webinar proposal submission form on our website, or email [email_address] </li></ul>Credits; Future programs