Farhad Divecha from AccuraCast presented on how AI and automation are changing mobile marketing. Some key points: - 60% of ad clicks and 56% of impressions now come from mobile, up significantly from previous years - However, desktop conversions are 60% higher and worth 93% more than mobile conversions - AI can help identify under-performing ads, high-value keywords, low ROI channels, and other insights to enhance digital marketing performance - Building experiences and engaging audiences across channels through AI tools is the future of mobile marketing rather than focusing only on clicks

1. How AI & Automation are
Changing Mobile
Marketing
#AccuraCastAI
Presented by: Farhad Divecha
Date: 18th September 2019

2. Introductions
Farhad Divecha
( Far-had Di-vä-tscha )

3. Innovation Multilingual
Data Intelligence Flexibility

4. Digital
Advertising
Our Services
Search
optimisation
Multilingual
marketing
Social media
marketing

5. Clients

6. We studied mobile
click behaviour

7. 12 months to Aug 2019
10 million clicks
100 ad accounts

8. 60% of ad clicks
came from mobile
devices
—49% previous year
56% of ad impressions
earned on mobile devices
Source: AccuraCast mobile search behaviour research

9. 49% of conversions
originated from clicks
via mobile devices
—39% in the
previous 12 months
Source: AccuraCast mobile search behaviour research

10. Desktop converts
60% more than
mobile
Source: AccuraCast mobile search behaviour research

11. Desktop
conversions are
worth 93% more
than mobile
Source: AccuraCast mobile search behaviour research

12. That is a problem
!

14. 14

15. AI enhances digital
marketing performance

16. Under-performing ads
High value keywords
Budget wasters
Engaged audiences
Low value leads
Bid management
Low ROI channels
Day-parts bidding
Barriers to sale
Target demographics

17. Channels that don’t deliver value will get excluded

18. What’s the solution?

19. Building for clicks is a
short-term game
The real winners will be
those who can add
value

20. © 2019 AccuraCast Limited +44 (0)800 019 6813
www.accuracast.com
Which ad represents a better user experience?

21. AI can help you
grow
^

22. Under-performing ads
High value keywords
Budget wasters
Engaged audiences
Low value leads
Bid management
Low ROI channels
Day-parts bidding
Barriers to sale
Target demographics

23. AI
Ad copy
Keywords
Location
Device
Time of
day

24. Your customers don’t live in silos

25. ☀ Go multichannel
☀ Create experiences
☀ Engage authentically
☀ Grow communities
☀ Differentiate

26. Twitter
Facebook
Google
Display

27. unyte.ai

28. 72% of business leaders
termed AI a “business
advantage” and said they
believe AI is going to be
fundamental in the future

29. 53% of digitally mature
organizations, or those
that have advanced digital
practices, said they don’t
have a defined AI strategy

30. › Email automation
› Bid strategies
› LI suggested content
› Dynamic ads
› Messenger bots
› Unyte.ai
AI Tools

31.  Is your mobile offering geared to deliver value?
 What marketing questions you want
answered?
 How can AI help you deliver a better solution?
your AI action plan

32. Thank You!
www.accuracast.com
Presented by: Farhad Divecha
Date: 18th September 2019