Mobile Travel Masterclass NY

The Challenge of Mobile Tracking

Agenda

Challenge 1 Traffic fragmentation

Challenge 2 iOS conversion tracking

Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

Welcome to the
jungle!


The daily routine as mobile advertiser
Multiple ad networks, complicated tracking & opaque reporting need a
lot of time, money and effort to handle

Many tracking SDKs
Fragmented market Unclear reporting No optimization
necessary

CPC CPD CPA
SDK Integration
0,07 1,50 ?
Cost per User
Installs
CPC CPD CPA
SDK Integration
0,07 ? ?

Steps to CPC CPD CPA
advertise SDK Integration
0,07 ? ?
an app
CPC CPD CPA
SDK Integration
0,07 2,00 ?

More SDKs… More reporting
More ad networks
dashboards


The solution
Comprehensive tracking allows optimization

One tracking Aggregated market Clear reporting Optimization

Ad Day/ Con Banner
Network Publisher Time -nection
CPC CPD CPA
0,07 1,50 3
Steps to 0,07 2 2,5
advertise Universal
tracking SDK 0,09 1 2
an app
0,07 0,5 3
0,06 0,5 2,8


Tracking reality today
Apple App Store’s firewall cuts off all tracking information


Conventional tracking solutions
Overview of the currently most common solutions in the market

Device ID Fingerprint Cookies

Only available for 40%
Only 60-80% accuracy Bad user experience
of all traffic

# installs

First apps
40% using Cookie-
Tracking
already

✗
banned by

✗ ✗
Apple
24 hrs. time


Introducing AccuTrack
100% accuracy with no disruption of user experience

Tracks 100% of all No disturbance
100% accurate
mobile sources to user experience

Click

x
✓ ✓ ✓
Install


Trademob at a glance
Tracking with AccuTrack
Unrivalled technology that
provides 100% accuracy for all
traffic sources

smartBoost Online Dashboard
Managed campaigns for Fully customizable pivot tables
guaranteed top App Store
ranking to maximum number of
organic downloads

Campaign Management
Full service offering, including
media buying, tracking and
optimization

Ready to rethink mobile?

Ingo Bohg
SVP Americas

+1 415 539 6794
ib@trademob.com
www.trademob.com

Nothing gets closer to your
customers than mobile

How to ensure you mobile presence is a
success

Mick Rigby

Mick@yodelmobile.com

Mobile strategies

BRAND REVENUE
STRATEGIES STRATEGIES

Retention Differentiation Experience Acquisition Monetisation

Accessibility Expectations Immediacy Lower CPA’s Mcommerce

Greater Usage Comp advantage Better service Greater returns New rev streams

Headline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart

How do you leverage the success of your real
estate?

Mobile Search

Digital
Native Applications
CRM
M-sites
Passbook vouchers
Above the Line HTML Apps
Mcommerce site
M- Social

Mobile Display

Not all mobile is successful

Mobile Best Overall Mobile Mobile Worst
Performance Performers Performance

50

44.4

40

29.8
30

18.1 19.9
20
16.3
14.5
12.1
10
5.9 4.7
3.9
2.4
-2.7 -1.3 -4.9 -4.0
0

Aided Brand Awareness Mobile Ad Message Brand Favorability Purchase
-10 Awareness Association Intent

How do you ensure your mobile Display
activity is effective?

How do you succeed

Tracking Creative Campaign Learnings

How do you succeed

Tracking

The tracking journey

Your tracking solution

Publishers Networks Carriers
(CPM) (CPC) (CPU/CPM)
• Banners
• Banner click • Networks

• Network • Time of day
Banner / HTML Msite Application
• Day of week
Ad • Publishers
• Publisher
• Coded publishers
• Publisher groups
• App downloads

• Events • Virtual CPA
• Section searched • Behavioral
• Actions taken groups

• Location • Usage
• H/M/L Usage
• Activity Usage
• Retargeting

Make sure your mobile tracking…..

Works across all OS, HTML and mobile web

Integrates into Search, Display and Online

Utilizes all points of reference

Is universally accepted by networks and
publishers

The Right Tracking will …

optimize activity Track from an Result in ongoing
Hourly Impression to a Campaign
Daily click download Improvements
By publisher Registration and Budget
Network Purchase Management
creative ad solution Future Planning

Ultimately a desired cost per acquisition or Brand favorability
improvement

And will result in cost per acquisition going
south

Cost Per Acquisition $
60

50

40
Creative 1
Creative 2
Creative 3
30
Creative 4
Creative 5

20

10

0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

How do you succeed

Creative

Not all mobile creative is successful

Different solutions do different things

Brand Engagement Direct Response

Pre Roll Video HTML5 Rich Banner To Video Standard Banners
Media

Content Expandable Overlays Geo targeted SMS
Banners Banners

The Six principles of mobile creative

Make it Relevent

Ensure its Engaging

Surprise and Delight

Play to your strengths

Be Competent

Consider the Time and
Place

Video display

Video Pre-roll

How do you succeed

Campaign

Things to remember when planning a mobile
campaign

1. Understand your target user base. Who is going to see
the ad, where are they going to see it, what time are
they going to see it?
2. How are they going to interact with the ad?
3. A strong call-to-action encourages interactivity and
engagement which is in turn extremely valuable for
brands and gives a better chance of users clicking
through
4. Make sure the destination of the advertising is mobile
friendly/optimised.
5. Clear and persistent branding is important for brand
awareness

Optimob process – App discovery

STAGE 1: Initial STAGE 2 : 7 – 10
Campaign objectives campaign day benchmarking of
recommendation optimisation

Country, devices, publisher, genre, region, Evaluation of all
timings, creative, demographics campaign dynamics

STAGE 5 : Interim STAGE 3 :
STAGE 4 : App store
and post campaign Implementation of
evaluation position effect
optimisation

Marco & micro Phasing, budget and Ongoing campaign
knowledge and timing management management
recommendations

How do you succeed

Learnings

Mobile is going to dominate digital
and the winners will be the guys
that stick with it, trial, track and invest.

Mick@yodelmobile.com

www.yodelmobile.com

a mobile first world
feb 6, 2013

41

we mobilize
BRANDS
42

mobile is a context,
not a device.
43

augmented
service
offerings

marketing product
experiences experiences
& technology

icmsp©
platform

44

OUR MOBILE SERVICES
We help brands conceptualize, design and develop engaging
mobile and cross channel experiences.

MOBILE PRESENCE MOBILE CAMPAIGNS AUGMENTED PRODUCT
EXPERIENCES
We mobilize your brand We help you to win and keep We augment your product eco-
experience with… customers within your system by offering mobile
marketing mix with… services with…
- Mobile strategy
- .com mobilization - Mobile CRM campaigns - Mobile payment
- Mobile shops - Mobile couponing - In-car systems & car
- Branded apps - QR-code campaigns connectivity
- Campaign supporting apps - Connected healthcare &
and sites fitness services

45

on whatever platforms the strategy demands.

46

but mobile first is no longer a
strategy– it’s a reality.

47

our mobile devices are always with us, everywhere we go.

48

CASE ST UDY

Travel & leisure
in a mobile world
49

the smartphone is your modern day travel agent.

search remains
the #1 planning
in july ‘12 nearly
source for
40mm u.s.
personal travel.
consumers used
smartphones for
travel.

one out of
every two
searches results
in a purchase.

50

the rules are changing (to the tune of $ billions).

51

This is the time for BIG IDEAS! So let’s get started…

52

palms resort & casino
case study

53

but first we needed the right strategy

cutting edge / hip
PLANET HARD ROCK
LUXOR

COSMO

PALMS
dated / cluttered modern / sleek
MGM
WYNN

MIRAGE onservative / classy

54

AWARENESS PLANNING @RESORT RETARGETING

KAYLA BOOKING CHECK-IN CHECK-OUT

customer journey

55

meet kayla, she’s 31, career driven, loves her friends

T W I N S TA FA C E

56



activity based services
57



Music

Trending Check-ins

chill
58



care for a spa treatment?
59



reservation for 4 @ n9ne…
60



have a drink on us…
61



exclusive footage…
62



and an easy checkout.
63

This is the time for
BIG IDEAS.
64

thanks chris mann
mike mcgeeney
iconmobile LLC
285 madison ave. new york, ny 10017 usa
tel +1 917 972 9970
Chris.Mann@iconmobile.com

65

Mobile Advertising 2.0

StrikeAd changes
Mobile Ad Buying:
 Increase effectiveness of
Mobile Ad Spend with RTB
 Licence the Platform
 Track individual users
 Target the right consumers,
in the right mindset, in the
right place

StrikeAd is a world leader in mobile advertising technology

The Leading Mobile DSP

"Now is the time to make your mark as the category leader in this space," said
Mr. Rahaman, who in June moved the headquarters of his company, StrikeAd,
to the Flatiron district from London. "You wait too long, and that spot gets
taken.“
-Crain’s NY Business

“StrikeAd, a startup that helps advertisers and
agencies manage their mobile campaigns, has
raised $3,500,000 in funding.”
-TechCrunch

“There are several new exciting companies calling themselves “mobile DSPs” that are emerging with the aim of solving this issue and
replicate the rapid growth and success that DSPs have experienced in the display world. Companies such as ..StrikeAd...”
-VentureBeat

Selected Clients

Large Media
Networks and
Independents

Brand and
Direct
Response
Advertisers

StrikeAd works with major Brands, mainly via their Media Agencies

How does it work?

System uses 1st and 3rd Party Data to uplift Ad performance

Real-Time Optimization

The system alters spend patterns during a campaign to improve ROI

The most RTB Inventory

25000

21.5B

20000 Adiquity
Admeld
Impressions (Millions)

Google
15000
Madvertise
Mediba

10000 8.3B Mobclix
Mojiva
Mopub
4.4B
5000 nexage
Adsmobi
Smaato
0
Jan Feb Mar Apr May June July Aug Sep Oct Nov

• Available inventory growing and driven by additional supply partners; Google, Smaato, MoPub
• StrikeAd now aggregates more global RTB supply than any other player in the space
• Supports growth from new territories (Asia, EMEA) and formats (tablet)

StrikeAd has RTB integrated more mobile optimised media than anyone else

The StrikeAd ID

• StrikeAd anonymously, and without
retaining any personally identifiable Nexage
data, tags devices and users and stores a Nexage
app ID
ABC
Admeld
web
app ID XYZ
StrikeAd ID against them in its Nexage
cookie
Admeld
proprietary Audience Database web
cookie
app ID
FGH

Blue Cava Collider
• The high-load, high-speed database now ID user ID

powers StrikeAd’s four new solutions:
– Retargeting, AdTruth ID
StrikeAd …
User ID
– Applying 3rd Party Data – see next slide
– Frequency Capping and
– Behavioral Targeting

• We store 100+ data points per user in User
privacy safe way (full Notice and Choice Data
workflow)
The StrikeAd ID uniquely acts like a Mobile Cookie

How It Works

RTB
Agency &
1. Agency places a
mobile audience buy
with StrikeAd

2. Publisher makes
impressions
available on RTB
exchange.

3. StrikeAd works with
DMP to bid on only
impressions that
match the required
segments.

Admobius Allows StrikeAd to Reach Target Audiences Using 3rd Party Data

TNZ Case Study

GOAL: Drive qualified user traffic to visit and engage with Tourism New
Zealand sites.
Targeting:
STRATEGY:

Leverage 3rd party data segments to
reach audiences that align with
TNZ’s core targets:
Affluent Travellers, HHI $100K+, and
Entertainment Enthusiasts

Creative:
Execute a high-impact rich media
campaign on tablets to drive traffic
to & engagement with TNZ’s site.

Behavioral Targeting & Rich Media on Tablets - Working with Razorfish Seattle

TNZ Results!

Overall, using household income to target resulted in a 100% increase in click-through rate and a
125% increase in engagement rate over app category/channel target for a CTR of just over 9%!
We also experienced a 23% higher click-through rate and 33% higher engagement rate when
using Entertainment interest to target than using channel targeting

Expand Rate Engagement Rate
(expands/impressions) (engagement clicks/unique visitors)

6.00%
5.68% 64.00%
3.77% 63.00%
5.00% 3.76% 62.00%
4.00% 2.95% 61.00%
60.00%
3.00%
59.00%
2.00% 58.00%
57.00%
1.00%
56.00%
0.00% 55.00%
100k+ Entertainment Traveler Overall 100k+ Entertainment Traveler Overall
Enthusiasts Enthusiasts

StrikeAd helped TNZ exceed their campaign goal of a 2.5% expansion rate with 3.77%!
The Travellers Segment had the highest engagement rate at 63.87%!

1 - Audience Segments

Our partner, AdMobius, provides appropriate audiences – StrikeAd then buys
those audiences

AUTO SHOPPERS
Mobile consumers who are in market to purchase an automobile and are actively researching and interacting with
content in order to solidify their brand consideration set. They frequently access mobile apps and sites, performing
research on specific make/models, dealer locators and auto loan options. They are also visiting the physical
locations of their area dealers.
BUSINESS DECISION MAKERS
Mobile executives who spend more time than the average mobile user on business productivity, executive
management, marketing, sales, enterprise, financial sites and apps. They frequently are present at corporate
locations and consume global business news.
HEALTH SEEKERS
Mobile consumers who have more than average health or fitness apps installed on their device, and are frequently
engaged with them. They are highly engaged with interactive health tools that provide them tips on dieting, track
their fitness routines and even help them develop inner peace through meditation.
TRAVELERS
Consumers who engage with travel apps and content (making purchases on packaged vacations, hotels, and flights,
researching travel prices, etc.) on a frequent basis. They may also spend more time than the average mobile user
researching foreign locales.

2 - Location based Segments

Given a device’s location & time, our partner, PlaceIQ, provides appropriate
audiences – StrikeAd then buys those audiences

High end Women’s retail
Fine dining
At the office
Young professional household
Luxury vehicle owner

Luxury Consumer

1 2 3
Activation Determine Audience Ad Targeting &
A mobile user opens an application or PlaceIQ matches the collected location Delivery
webpage and their anonymous location to location and time data and finds StrikeAd matches the right ads to the
is time-stamped and collected. associated behaviors, profiles, and intent right audiences, moments, and places.
of users likely to be there at that Delivering a targeted audience and
moment. ensuring relevant messaging.

Map Consumers to Place
& Time

Deliver Advertiser messaging during key moments

• Modes contain geo and temporal parameters which allow us to find our audience in the world. We map these
moments to tiles and use them to target advertising to the right audience at the right moment.

• Indentify ideal moments throughout the week to deliver messaging that resonates with the Luxury Consumer
audience

Traveler
Shopping
- Airport
- Haute couture boutique - Transit hubs
Luxury Consumers - Women’s accessories retail - High end hotels

Recreation White Collar
- Pilates and yoga studio Professional
- Spa - Marketing company
- Cafe - Advertising company
- Management company

All Targeting
AUDIENCE OPTIMIZED RON
 Predictive RON that finds your target audience via algorithm
 Limits wasted impressions
BEHAVIOR
 3rd party data collected from AdMobius
 Relevant segments for all types of brands
DEMOGRAPHIC
 Combination of 1st and 3rd party data
 Age, Gender, HHI
LOCATION DATA
 Place IQ
 Matches Location & Time Data and finds associated behaviors, profiles, and intent of users likely to be there at
that moment
CHANNEL
 Reach users based on specific publisher content
GEOGRAPHIC
 Country, State, DMA, City, Zip, Geo-fence
MOBILE RETARGETING
 Re-message users who have expressed interest in your brand
 Build pools of users for future use
DEVICE
 Tablet or Smartphone
 Carrier (Android, iPhone, etc.)

Fresh Thinking:
Using Mobile to
Keep Your Brand Fresh
Dakota Sullivan, SVP Americas
NYC, February 6, 2013
Dakota Sullivan, SVP Americas
NYC, February 6, 2013

[a•mo•bee] (n.) mobile to the core.

2012 GSMA Mobile Advertising A few of our customers
Agency of the Year

Confidential. Do not distribute. Copyright 2013 Amobee, Inc.

How Most Brands & Agencies Still
Think About Mobile
Celebrity

TV Superbowl
Spot!!
Top Chef
Sponsorship!
Apprentice
Feature
Episode!!!

Print 8 Page Cosmo Pull Out! Full page ad in Forbes!

Valentines Day Roadblock Yahoo! Content
Digital Total Web Domination!! Integration!

Mobile Animated GIF banners

86 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

How Most
Consumers Think
About Mobile


Mobile Should Be As Important
To You As It Is To Them
Some brands starting to fully embrace mobile—most focus on utility

Rich On-the-go
content: & in-store
expert advice, features:
tips to inspire barcode reader,
purchase social tie-ins,
ratings

However, utility is only one aspect of mobile…


What about
inspiration?


PULSE 3D:
Ads as Amazing as Apps

 Goes far beyond HTML5
 Uses full capabilities of devices
 Interstitial, full-device screen ads let
viewer play, explore, and shop
 Brand new technology owned and
only offered by [a•mo•bee]


“Phy-gital” Impact

 Mobile + Out-of-Home woven together
for campaign that will dazzle the most
jaded consumer
 Use mobile video, re-targeting, geo-
fencing, day parting, QR, NFC, all
driven by real time mobile data
 [a•mo•bee] executing this today,
delivering CTRs up to 24%, 50%
increases in app installs, heavy
increase in retail footfall


Augmented
Reality
 eBay’s augmented reality campaign
can be triggered by both poster and
press ads
 Video content promoting
the campaign is ‘projected’ onto the
print ad, deepening the message
 Several different call to actions are
featured including app downloads &
links to purchasing featured clothes


Thank you!
• Talk to us during networking session
• Category exclusivity still available for PULSE 3D
holiday campaigns

Dakota Sullivan Jolie Giuffre Mike Kerans
SVP Americas Sr. Mobile Strategist, Business Development
Travel Vertical


United Airlines
Mobile Journey

Our Global Operation

 376 Airports Worldwide

 5,656 Flights Daily

 Approximately 400,000
customers daily

 74,000,000 bags / yearly - over 200,000 daily

 Approximately 300,000 operational messages daily

FlightView Survey - Business and Leisure

 Survey of over 2,600 travelers

 93.6% want flight status information
 73.2% want boarding alerts
 57.4% want upgrade information
 39.8% want stand-by status updates

Devices, devices, devices – and it’s
changing!

Going Mobile – m.web AND app.
Extending key website tools to the mobile channel

 m.united.com
 Text Version
 Smart Phone Version

 Mobile App
 iOS
 Android

Circa 2010 iTunes Comments

 Was hoping to see an easy app, that would allow me to
directly check availability, cost, book flights, check-in, and
make itinerary changes mid trip…This app does none of
these things.
 How about push notices for flight status changes?
 …a good start. But basically this is just a giant bookmark
that happens to remember your xx.com username and
password. All the actual transactions take place via mobile
safari…
 …no real app, just a launcher for their mobile site. This is
too weak for a global player like XX.

2010 App Requirements
 Check-in
 Mobile Boarding Pass Storage
 Flight booking – basic
 Flight Status (same detail as /info sites today)
 Account status
 My reservations
 Push trip-alert notifications
 Club Locations / Wayfinding

Mobile App – the basics

 Native – iOS / Android
 Speed
 Customization
 Better User Experience

 Full Featured
 Native booking
 Including Award Travel
 Wallet

Tools for the Traveler

 Check-in

 Mobile Boarding Pass

 Auto return check-in

Sales

 United Club Sales

Mobile Travel Masterclass NY

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