2016 is a momentous year for mobile. For the first time ever, spending will surpass $100 billion – that’s more than 50% of all digital ad spend. Now that mobile is a firmly established and ubiquitously accepted screen in consumer’s everyday lives, it’s time for marketers to up the ante on their mobile media campaigns. To drive success for your brand, build a mature mobile strategy that goes well beyond the typical CTR and leverages four key targeting tactics. Noor Naseer, Centro’s Director of Mobile, covers: -Why brands need to rethink their primary approach to mobile -The 4 targeting tactics for a mature mobile strategy -Tips and best practices for the year ahead

1. BUILD A MATURE
MOBILESTRATEGYWITH
4 TARGETING TACTICS
Noor Naseer - Director, Mobile
#3Ton30

2. IN 2016
WE HAVE DELIVERED
GREAT RESULTS FOR:
2,000+ Agencies
6,000+ Brands
200,000+ Campaigns
FOUNDED
IN
2001
$375MM+
DIGITAL
MEDIA
SPEND LAST
YEAR
INNOVATORS
IN AD
TECHNOLOGY
650+
CENTRONS IN
37 NORTH
AMERICAN
OFFICES

3. WELCOME TO
DIGITAL INSIGHTS
IN 45 MINUTES OR LESS
This month’s feature:
Mature Mobile Strategy

4. THIS WEBINAR IS RATED:
BEGINNER
MASTER
EXPERIENCED

5. Director, Mobile
#3Ton30
NOOR
NASEER
YOUR EXPERT TODAY:

6. MOBILE
MILESTONES
AHEAD
Mobile ad spend is
expected to surpass
$100 BILLION
Mobile will account
for more than
for the first time
of all digital
ad expenditure50%
— eMarketer

7. ADOPTION IS
UBIQUITOUS
In 2015 nearly
— Pew Research Study 2015
20%
OFAMERICANS
relied on smartphones
exclusively to access the
internet
Adults 18-54 are
at smartphone
penetration rate
upwards of
— Mobile Comscore
90%
— eMarketer
In 2016, mobile
users will spend
3HOURSAND15
MINUTESADAY
using apps
+
51MINUTESADAY
doing web
browser activities

8. AS CONSUMERS WE’VE BECOME
MOBILE-DEPENDENT.
AS ADVERTISERS WE HAVE, TOO.

9. TRADITIONAL
DESKTOP
ACTIVATIONS
DON’T WORK
IN A MOBILE
ENVIRONMENT

10. IN 2016, “JUST DOING MOBILE”
IS NO LONGER ENOUGH

11. POP-UP POLL!
Leveraging their unique locale/geography
Informing them about your brand or new product considerations
Continuously pulling your consumer into the purchase funnel
a
b
c
#3Ton30
WHAT TACTICS ARE YOU USING TO REACH
YOUR TARGET MOBILE CONSUMER?
Reconnecting with them after they seek to learn
more about your products or services
d

12. 4 TARGETING
TACTICS
FOR A MATURE
MOBILE STRATEGY
MOBILE
RETARGETING
1
CROSS-DEVICE
TARGETING
2
VIEWABILITY3
MOBILE LOCATION
TARGETING4

13. TARGETING TACTIC #1:
MOBILE RETARGETING
Review: In the desktop space…
Potential
customer
They visit your site…
They leave without
checking out…
Later, they
surf the web…
Your ad recaptures interest,
bringing them back…
Your potential customers turn
into your happy customers

14. TARGETING TACTIC #1:
MOBILE RETARGETING
Evaluate: The Mobile Journey…
Potential
customer
Visits a
mobile website
Visits a
mobile app
X

15. MOBILE RETARGETING
REAL
TALK
What it really means
App re-marketing
Ad retargeting

16. MOBILE RETARGETING
HOWTO USE IT
Buy on a cost-per-site visit
Target on post-click actions
to owned mobile sites

17. TARGETING TACTIC #2:
CROSS-DEVICE
TARGETING
#3Ton30

18. Consumers split time across multiple screens
CROSS-DEVICE
TARGETING
WHY
USE IT
Effective way of moving consumers
through the purchase funnel
Analyze performance for audiences
across multiple devices

19. CROSS-DEVICE
TARGETING
REAL
TALK
2 means of
identification:
Deterministic1
2 Probabilistic

20. Prioritize unique insight
gathering across screens
CROSS-DEVICE
TARGETING
HOWTO USE IT
Establish goal(s) focused
on cross-device targeting
Build creative that leverages
sequential messaging

21. TARGETING TACTIC #3:
VIEWABILITY
Desktop vs. Mobile
#3Ton30
Viewability is an online media metric
aiming to track only those
impressions that users can see
Exact standards for mobile
have not been defined
viewable ad

22. TARGETING TACTIC #3:
VIEWABILITY
Desktop vs. Mobile
#3Ton30
Average viewability
rates are around-Think with Google
50%
REAL
TALK

23. VIEWABILITY
WHY
USE IT
Enables you to account for placements the
user can see
Provides critical insight into ad
effectiveness

24. VIEWABILITY
HOWTO USE IT
Find an MRC-accredited partner
Leverage partners that measure viewability,
without compromising other KPIs or targeting
tactics
Assess how viewability plays a role in
overall campaign CTR and post-click activity

25. TARGETING TACTIC #4:
MOBILE LOCATION TARGETING
#3Ton30

26. MOBILE
LOCATION TARGETING
WHY
USE IT
Reach the right user based on foot traffic
patterns, lifestyle, habits, and more
Assess offline attribution
and sales lift

27. MOBILE
LOCATION
TARGETING
HOWTO USE IT
Gather location-based insights
and assess various offline
attribution opportunities
when needed
Build custom location segments;
test against one another
Assess real-world location segments
against digital audience segments

28. WHAT ARE THE
TAKEAWAYS?
SO, NOOR,

29. Get a sense of cross-screen attribution and
where your customer is connecting with you
Find Your Audience Across Screens
Leverage Location and Site Visit Data
Use powerful location data to drive
consumers to shop online and in stores
Determine how media partners are
accounting for this type of measurement
Assess Viewability
#3Ton30
GET STARTED TODAY
Reach that mobile consumer who has visited your
brand’s site or app to drive them to purchase
Retarget Consumers More Effectively

30. LIKED WHAT
YOU HEARD
TODAY?
Join us every month
for 3Ton30:
Quick digital lessons
for fast-moving
marketers
Here’s what’s coming up:
April 20th
The Many Faces of Ad Fraud

31. STAY UP-TO-DATE ON
DIGITAL TRENDS AND
ALL THINGS CENTRO
BY FOLLOWING US
ON SOCIAL MEDIA
@Centro
@Centro_Inc
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linkedin.com/company/centro

32. THANK
YOU.
Noor Naseer
Director, Mobile
#3Ton30