Mobile cannot be ignored. The time spent on mobile devices continue to increase substantially over time. Ted McNulty, Director of Performance Advertising at Jumptap, walks through the essential elements of a successful mobile campaign at the 2013 Marketing Technology Summit in Boston, MA.

1. Mobile Direct
Marketing
Ted McNulty
Director of Performance Advertising

2. 2 | MOBILE AUDIENCE. EVERYWHERE.
Mobile Can’t Be Ignored
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May-10 Aug-10 Nov-10 Feb-11 May-11 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-12
MillionsofOwners
Smartphone Owners
Tablet Owners

3. 3 | MOBILE AUDIENCE. EVERYWHERE.
• 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 AUDIENCE. EVERYWHERE.
Mobile is Tough!
Small screen size
Multiple operating systems
Thousands of different handsets
App & WAP / Wifi & Carrier
Accidental clicks
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5. 5 | MOBILE AUDIENCE. EVERYWHERE.
Jumptap understands mobile and has developed advanced technology
to get mobile performance campaigns to work.
Targeting | Tracking | Analysis | Optimization
9
Years
1,000s
of Campaigns
55
Patents

6. 6 | MOBILE AUDIENCE. EVERYWHERE.
Big Brands Do Mobile Direct Marketing

7. 7 | MOBILE AUDIENCE. EVERYWHERE.
Essential Elements of a Successful
Mobile Campaign
Targeting
Campaign Set-Up & Optimization
Mobile Optimized Conversion Flows
Scale
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8. 8 | MOBILE AUDIENCE. EVERYWHERE.
Targeting

9. 9 | MOBILE AUDIENCE. EVERYWHERE.
• Geographic
• OS
• Handset
• Carrier
• Contextual
• Time of Day
• Frequency Capping
Look For Partners with Deep Targeting
Technology

10. 10 | MOBILE AUDIENCE. EVERYWHERE.
Drive Conversions with PC to Mobile
Retargeting
Target people that visited your Web
site while they are on their Mobile
devices:
• Draw insights
• Targeted creative
• Tailored messages
Retarget online site
visitors in mobile

11. 11 | MOBILE AUDIENCE. EVERYWHERE.
Target Based on More Than Just
Mobile Behavior
Combine online and offline mobile behavior for a real-world view of the consumer
Online
Behavior
Mobile
Behavior
Real-
World
Behavior

12. 12 | MOBILE AUDIENCE. EVERYWHERE.
Understand Who Saw Your Ads
and Who Engaged with Them

13. 13 | MOBILE AUDIENCE. EVERYWHERE.
Campaign Set-Up &
Optimization

14. 14 | MOBILE AUDIENCE. EVERYWHERE.
• Platform
• Ad Size
• Wifi vs Carrier
• App vs Mobile Web
• Day Parting
• Frequency Capping
• White Listing
Campaign Setup

15. 15 | MOBILE AUDIENCE. EVERYWHERE.
Conversion Tracking to Improve ROI
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, carri
er, etc.
Server-side
• API call that utilizes
clickID
• Transmits a call
between client and
internal servers to
attribute a
conversion.
Secondary Events
• Track events the
come after the
primary conversion
• Useful for partial
forms, eCommerce
, etc
Call Center Events
• Call Duration
• Pocket-dial
prevention

16. 16 | MOBILE AUDIENCE. EVERYWHERE.
To maximize
performance, tweak the
targeting mix including:
• Publishers
• Sites
• Platform
• Handset
• Bid
• Location
• Carrier/Wifi
• Creative
• Frequency
Rapid Optimization by Experts

17. 17 | MOBILE AUDIENCE. EVERYWHERE.
Automatically adjust bids to
hit CPA goals when
• Coverage
24/7 optimization
• Speed
Hit CPA goals sooner
• Measurement
More consistent CPA’s
over lifetime of
campaign.
Algorithmic Optimization…

18. 18 | MOBILE AUDIENCE. EVERYWHERE.
• Insights From Similar
Campaigns
• Identify Trends
• Apply Best Practices
• Tweak The Algorithm To
Improve Performance
…But Don’t Forget About The Humans

19. 19 | MOBILE AUDIENCE. EVERYWHERE.
Mobile Optimized
Conversion Flows

20. 20 | MOBILE AUDIENCE. EVERYWHERE.
Long-form lead generation
is possible on mobile
• Simple navigation
• Pre-populated fields
• Drop down menus
Mobile Lead Generation

21. 21 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct ResponseAgency - Insurance Industry
Original
Banners
Modified
Banners
Landing
Page
Launch
Page

22. 22 | 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

23. 23 | MOBILE AUDIENCE. EVERYWHERE.

24. 24 | MOBILE AUDIENCE. EVERYWHERE.
Generating Mobile
Conversions at Scale

25. 25 | MOBILE AUDIENCE. EVERYWHERE.
Accessing
Digital
Audiences
Network
Scale
Limited
Scale
Scale on
Demand
Publisher
Direct
Ad Networks
DSPs

26. 26 | MOBILE AUDIENCE. EVERYWHERE.
It’s important to reach an
audience without incentivizing
clicks or download. Look for
partners with capabilities like:
• Quality traffic from
premium publishers
• Coverage across App and
Mobile Web inventory
• Automated tools to
detected fraudulent traffic
Non-Incentivized Traffic
More engaged users
=
Higher LTV

27. 27 | MOBILE AUDIENCE. EVERYWHERE.
Summary
Targeting
Campaign Set-Up & Optimization
Mobile Optimized Conversion Flows
Scale
1
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28. 28 | MOBILE AUDIENCE. EVERYWHERE.

29. Jumptap’s products may be protected under one or more patents
www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com
Thank You
Ted McNulty
Director Performance Advertising
Jumptap
508-654-3670
ted.mcnulty@jumptap.com