In the year 2013, nearly 20–50 per cent of all online purchases were done via mobile devices. Advertisers have been quick to notice this shifting trend and are evolving their marketing plan with mobile as an integral part. However, one of the biggest challenges is choosing the right mobile retargeting partner or evaluating how well the current partner is equipped to handle the intricacies of mobile retargeting. While the decision is not an easy one, here are 10 tips that could be considered while choosing the apt mobile retargeting partner…

1. We are placed 6th on Deloitte Fast 500
Companies List for APAC 2013

2. Today, mobiles are an integral part of your marketing plan
INDIA
35
%
SOUTH EAST ASIA
AUSTRALIA &
NEW ZEALAND
JAPAN
TAIWAN
MIDDLE EAST
& NORTH AFRICA
CHINA
35%
20
%
50
%
35%
35%
20
%
25%
AVERAGE SALES
CONTRIBUTION ATTRIBUTED TO
MOBILE DEVICES FOR OUR
CLIENTS GLOBALLY
9/1/2014 Company Confidential

3. Effective Mobile Retargeting
Enhanced user engagement on Mobile web and Apps
Stay ahead of competition
Sustainable campaign and marketing efforts
9/1/2014 Company Confidential

4. 2
Retargeting
Without Cookies
3
Across
Desktop &
Mobile
9/1/2014 Company Confidential
4
Know your
mobile
user
5
Flexibility
6
The
Creative
7
Transparency in
campaign
8
Reach on
the internet
9
Business
Model
10
Self Serve or
Fully Managed
1
Unified
Mobile
Reach

5. MOBILE
WEB
MOBILE
APP
 Android Advertising ID
based user identification
 New ad formats
 Unique user
behavior
 IDFA (ID For Advertisers) based
user identification
 Fingerprinting , first
party cookie based user
identification
How well is your partner equipped to identify users across the fragments?
9/1/2014 Company Confidential

6. About 21% of the total smartphone users and about 53.8% of
tablet users worldwide use iOS devices*
21% 53.8%
*http://techland.time.com/2013/04/16/ios-vs-android/
Third-party cookies are disabled on safari (iOS preferred browser)
How effective are the device-tracking mechanisms? Do they rely on cookies alone?
9/1/2014 Company Confidential

7. How accurate are the cross-device user identification techniques?
9/1/2014 Company Confidential

8. Mobile users are different, but does your partner treat them differently?
9/1/2014 Company Confidential
And there are
yet more
things to
consider…
Does the user
visit social
media web or
app on
mobile?
Where does
the user buy
– mobile web
or app?
Ratio
between
mobile web
and app
browsing
time?
CAMPAIGN
OPTIMIZATION
Users spend more time on social media sites via mobiles than on desktop

9. • Prioritize publishers based on performance
• Tweak bid value for high purchase propensity
users
Does your partner allow changes to a live campaign?
• Support for seasonal sales
• New Product promotions
9/1/2014 Company Confidential
• Brand aligned
• Replicate Website Theme, Offers etc.

10. Reach users with personalized messaging across devices and channels
DESKTOP DISPLAY
MOBILE DISPLAY
IN-APP
Display (Desktop, Mobile), Apps, Social –Creative customization for various channels
9/1/2014 Company Confidential
FACEBOOK NEWSFEED
FACEBOOK RHS

11. IT’S YOUR DATA, YOU MUST BE ABLE TO ACCESS IT ANYTIME!
Understand how your
campaign is faring
Early changes to boost
campaign performance
Frequent access to updated campaign performance data can deliver desired results
9/1/2014 Company Confidential
Incorporate your
changing business
preferences
Here’s how anytime access to data helps

12. Approximately 30% of
the mobile users are
Smartphone users
Users spend majority of their mobile -media
time accessing apps
Ensure that your partner has a wide reach especially in your operational geos
9/1/2014 Company Confidential
Sources:
www.smartinsights.com/digital-marketing-strategy/
internet-trends-2014
www.smartinsights.com/mobile-marketing/mobile-commerce/
online-consumer-mobile-commerce-use-trends-
infographic/
Globally mobile
accounts for 25%
of all web usage
Smartphone users
browse products
Users buy through
their mobile
devices
54%
40%
Even in your geo, users can be anywhere!
11%
89% MOBILE WEB MOBILE APP

13. Cost Per Mille, where you pay
your partner for just showing
Choose the Business Model that works for you
Opt for a partner offering performance based models
CPM
your ads
9/1/2014 Company Confidential
CPA
Cost Per Acquisition, pay based
on the number of conversions
through their ads
CPC
Cost Per Clicks, where you
pay your partner based on
the number of ad clicks

14. Self Serve
“Do-it-yourself” model, where
you must set up run & optimize
your campaign
Off-load campaign management hassles & draw from the partner’s expertise
9/1/2014 Company Confidential
Fully Managed
Retargeting partner takes care of all
campaign management hassles
+
Partner’s expertise in campaign optimization
and retargeting

15. 2
Retargeting
Without Cookies
3
Across
Desktop &
Mobile
9/1/2014 Company Confidential
4
Know your
mobile
user
5
Flexibility
6
The
Creative
7
Transparency in
campaign
8
Reach on
the internet
9
Business
Model
10
Self Serve or
Fully Managed
1
Unified
Mobile
Reach