This document discusses mobile planning and buying. It outlines the growth potential of mobile advertising and increased campaign performance. It also mentions greater brand awareness and higher response rates. The document then covers buying media across multiple platforms and devices, using rich media, and tracking return on investment and key performance indicators. It provides illustrations on device and platform versus action, rich media versus device and publisher. Finally, it discusses tracking on mobile and shows data on improved mobile campaign effectiveness compared to online campaigns.

1. Mobile Planning and Buying
Nick Marsh

2. Agenda
 Growth potential
 Increased campaign
performance
 Greater brand awareness
 Higher response rates
 Buying media
 Multiple platforms and
devices
 Rich media
 Tracking ROI and KPIs

3. Buying Media
DSPs
Agencies Publishers
Networks
Exchange & Mediation

4. Device and Platform vs. Action
App & Web Software Browsers
Devices Platforms
ACTION

5. Rich Media vs. Device vs. Publisher
Publishers Rich Media
Devices Platforms

6. Tracking on mobile
Marin Software Research Brief March 2011

7. Mobile Effectiveness
Mobile vs. Desktop
Campaign Effectiveness Brand Metric Deltas
Mobile vs. Online
November 2007 – December 2009
20%
Mobile Norms
Online Norms 15%
15% 14%
12%
10%
9%
10% 9%
6%
5%
0% Message
Unaided Awareness Aided Awareness Ad Awareness Brand Favorability Purchase Intent
Association
Delta: Exposed - Control

8. Exponential Growth and Dynamic Tracking

9. Questions