This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
[SEN#7] Le classement des Entreprises de Service du Numérique (ex-SSII) qui r...FrenchWeb.fr
Les ESN (ex-SSII) qui figurent dans le classement ont prévu de recruter 30 650 profils digitaux d'ici la fin de l'année, dont 90% seront embauchés en CDI. 6 recrutements sur 10 seront des créations de postes.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
[SEN#7] Le classement des Entreprises de Service du Numérique (ex-SSII) qui r...FrenchWeb.fr
Les ESN (ex-SSII) qui figurent dans le classement ont prévu de recruter 30 650 profils digitaux d'ici la fin de l'année, dont 90% seront embauchés en CDI. 6 recrutements sur 10 seront des créations de postes.
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
Are you a CMO looking to make an impact with your retail brand wherever your consumers are? Mobile is the solution for brand building, growth, and revenue. Learn how to unify brand awareness, engagement, and retention activities with a mobile campaign.
How HR Professionals Can Recruit Top Employees with Mobile Advertising MarketingPurplegator
ATS Mobile has been very active in providing mobile marketing solutions for businesses. Common verticals have been in recruiting for health care, trucking, retail, and casinos.
In nearly all of the cases, businesses have found mobile's ability to offer pinpoint targeting for its best job candidates to far exceed those efforts from traditional media such as radio and print.
Part of the ability for mobile to so effectively target such audiences is the power of the gorilla in the room -- Facebook and Linked In. Both have amazing amounts of information about the employment of their users and these social media sites are therefore at the top of the mountain when it comes to sources most likely to be used for your promotion.
That being said, at ATS Mobile, there are:
No Cookie Cutter Mobile Ad Buys
We will design your promotion and do the A-B testing required to provide the best possible solution for your specific needs.
To learn more about mobile marketing and geo-conquesting, visit this You Tube video:
http://youtu.be/VLUbWK7VcII?list=UU89rtAQGoDUy9_h6QIaOhYg
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Distributors of advertising have taken on a more important role in today's marketing environment. These organizations efficiently advertising distributors across several channels, thereby bridging the gap between companies and their target customers.
Learn How Mobile Marketing Can Work For Youjaadedios
A presentation done by Telos Media Works and Millward Brown Beijing, sharing challenges and learnings on how to make mobile marketing relevant and measurable.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Similar to White paper # 2 mobile performance marketing in 10 steps (20)
NOMINATION AU SEIN DE KWANKO Noélia Neves promue Head of Product MarketingKwanko
Le groupe français Kwanko, leader européen du marketing digital, nomme Noélia Neves Head of Product Marketing. A ce titre, elle aura la responsabilité du portefeuille des solutions publicitaires digitales Kwanko, du lancement et du développement marketing des différentes offres du groupe (NetAffiliation, Swelen, Emailbidding)
Le Groupe Argus et Kwanko lancent “ARGUS CAMPAIGN” : la première plateforme ...Kwanko
Le Groupe Argus, spécialiste référent du secteur automobile, et Kwanko, leader européen du marketing digital, s’associent pour créer une solution d’emailling innovante à destination des concessions automobiles clientes de l’Argus : ‘Argus Campaign’.
Digital Fisrt 2015 Conference : The most suitable digital campaign to reach y...Kwanko
Marion Min, had a conference on "The most suitable digital campaign to reach your business objective: a sectorial Approach of performance marketing", October 15, at the Digital First 2015
Jesús Sánchez Garzón (Country Manager Spain, Kwanko) y Marc Bélière (Business Developer Spain, Email Bidding), presentado una conferencia sobre el tema: « RTB + Emailing = Revolución», el miércoles 27 de Mayo, de 11h10 a 11h30, en el OMExpo, Madrid.
Kwanko, groupe français spécialisé dans la diffusion et la gestion de campagnes publicitaires digitales, annonce sa prise de participation dans EmailBidding. Cette plateforme self-service est sans équivalent sur le marché. Véritable « Adwords » de l’Emailing avec des enchères « real-time », elle est la seule à proposer une interface unique qui intègre plusieurs bases de données clés du marché français. Elle permet à la fois de lancer et de gérer simplement une campagne d’emailing avec une visibilité en temps réel sur son audience et ses performances. Emailbidding apporte de surcroit une réponse inédite aux annonceurs et aux agences pour gérer la pression marketing devenue un problème majeur pour toute campagne d’emailing.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
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So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
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Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
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Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
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Importance | Need of Digital Marketing (Online Promotions) :
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With Regards
Gokila digital marketer
Coimbatore
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
White paper # 2 mobile performance marketing in 10 steps
1. MARKETING
Tools and best practices for implementing
an effective mobile campaign
MOBILE
IN 10 STEPS
PERFORMANCE
2. After the success of mobile
branding campaigns, advertisers
are turning to performance models.
In fact, the emergence of new
levers, formats and tools means
that nowadays brand performance
requirements can be met.
In this white paper,
we will discuss the specific
characteristics of the mobile
advertising market before returning
to the principles of the model
for performance.
Enjoy reading it!
A CHANGING MARKET
PERFORMANCE
MARKETING
3
3. MOBILE ADVERTISING, ......................................................................................07
A MARKET THAT HAS THE WIND IN ITS SAILS
Mobile advertising is a new way of making advertising ...............................................08
Key figures ...........................................................................................................................................................09
Mobile advertising key figures for 2016 ....................................................................................... 10
THE PERFORMANCE MODEL ..................................................................15
UNDER THE MICROSCOPE
1 Specific objectives ..................................................................................................................................16
2 A win-win partnership .........................................................................................................................17
3 Distribution levers ....................................................................................................................................18
4 Compensation models .......................................................................................................................23
YOUR MOBILE PERFORMANCE .......................................................27
MARKETING CAMPAIGN IN TEN STEPS
1 Set your goals ........................................................................................................................................... 28
2 Determine your performance levers ...................................................................................... 29
3 Set the duration of your campaign ........................................................................................30
4 Choose the right partners ................................................................................................................31
5 Learn to know your distribution network ..........................................................................32
6 Manage redirections perfectly .....................................................................................................33
7 Leverage the full potential of the data ................................................................................ 34
8 Set up an attractive and consistent payout ....................................................................35
9 Understand the importance of tracking and monitoring .................................... 36
10 Close monitoring / Report .............................................................................................................37
1
2
3
CONTENU
5
5. Mobile advertising is a new way of advertising.
It presents new business opportunities for advertisers
in terms of client relations and customer experience.
Users do in fact enter into real intimacy with mobile
devices, mainly through applications. Both personal
and private, these platforms are a digital (3rd hand)
extension of the user, which is a real blessing
for the marketing industry.
As highlighted in the SRI’s (Syndicat des Régies
Internet) 13th International Workshop on e-advertising,
the use of mobile advertising is already a step ahead
of the rest of the advertising market.
Thus, in order to reach consumers who are increasingly
demanding and use smartphones more and more,
companies must increase their investments in this area.
The performance model is appearing to be the solution
for the optimisation of their ROI.
• For 35% of users, reaching for
their mobile is the first reflex of the
day (Braun Research Inc 2015).
• Purchases influenced by mobile
advertising are substantial:
64% of consumers
and 80% of 16-34 year olds are
sensitive to it (source: Quancast).
• The penetration rate
of smartphones is impressive.
According to emarketer,
there were more than two billion
devices worldwide in 2015.
This channel is expected
to account for 51% of the investment
growth by 2017, according
to ZenithOptimedia’s forecast.
KEY
FIGURES
MOBILE,
THE NEW DEVICE
8 9
6. MOBILE
ADVERTISING 2016
• 51% of total digital expenses
• + 46% of growth vs 2015
$101 BILLION
WORLDWIDE MOBILE
EXPENSES IN 2016
1,264 MILLION €
• VS 733 million €
in 2015 so 72% growth
40MDS
USA
22MDS
CHINA
7MDS
UK
5MDS
JAPAN
3MDS
GERMANY
42,1 %
NORTH
AMERICA
31,5 %
ASIA
PACIFIC
16,6 %
EUROPE
5,7 %
LATIN
AMERICA
4,1 %
REST
OFTHEWORLD
EXPENSES SHARES
PER FORMAT:
ON DESKTOP
SEARCH
ON MOBILE
DISPLAY
TOP 5
MOBILE ADVERTISING EXPENSES PER COUNTRY:
MARKET SHARES
PER ZONE:
41,2 %
SEARCH
33,5 %
INTERNET
CONNECTION
+ 80 %
821€ million spent
38,8 %
SOCIAL
59 %
INVESTMENTS15,3 %
VIDEO
3,2 %
DISPLAY
66,5 %
INTERNET
CONNECTION
+ 60 %
444€ million spent
( 77% are imputed to social )
1,3 %
OTHERS
41%
INVESTMENTS
• MOBILE INVESTMENTS
ARE STILL WAY BELOW
THE ACTUAL MOBILE USAGE
• 81 % OF MOBILE
PROGRAMMATIC
INVESTMENTS ARE GENERATED
BY SOCIAL MEDIA
FRANCE
WORLD
10 11
7. MOBILE GROWTH
WILL BE SUPPORTED
BY 4 STRONG TRENDS:
+ MOBILE PROGRAMMATIC
+ SOCIAL MEDIA
+ DRIVE TO STORE
+ NATIVE VIDEO FORMAT
BETWEEN 2016 AND 2019,
Mobile tends to be the driving force
of advertisement growth, mobile
investments will increase by over
80,5 billion dollars worldwide.
ONLINE VIDEO ADVERTISING
will grow by over 20,1%
on average per year between 2015
and 2018 (23,6% social media)
58 %
OF TOTAL
DIGITAL EXPENSES
MOBILE SHOULD
REPRESENT
IN 2019, EXPENSES ON MOBILE
SHOULD REPRESENT
195,5 BILLION DOLLARS
(x2 in the 3 coming years)
WHAT 2017
HOLDS
12 13
9. 1 2
The performance model refers to conducting an advertising campaign
based on specific objectives defined by the client, whether this client
is an agency or an advertiser (acquiring traffic, collecting leads,
downloading applications, etc.).
These objectives are determined on the basis of criteria,
otherwise known as Key Performance Indicators (KPIs).
These are used to assess the success and strengths of a campaign
and help establish future optimisations and strategies
(eCPC, eCPM, CPA, CPL, CPD, CPV, CTR and conversion rate).
The objectives evolve with changing usage, allowing performance marketing
to get closer and closer to an advertising objective as old as the world,
namely, getting the right message to the right person
at the right time and place.
In this context, advertisers take no risk and no longer
carry the costs of the campaign alone as they repay
the platform in proportion to their results.
As they will benefit from this success, publishers
can also monetise their audience and have the
responsibility of guaranteeing the best exposure
(target quality, placement, formats and distribution).
Advertisers, on the other hand, must ensure
the relevance of the content. A win-win partnership
that provides advertisers with qualified traffic.
SPECIFIC
OBJECTIVES
A WIN-WIN
PARTNERSHIP
16 17
10. 3
Display:
Banners and interstitials are the most common
formats on mobiles. Available on all platforms,
sites and applications, they are already seen positively
by market players, and therefore have some degree
of formalisation. They are usually used to generate
traffic as their clickability allows mobile device users
to be sent to the advertiser’s site, to a form,
or even get it touch with a call center.
Search Engine
Marketing (SEM):
Paid referencing (or keywords
purchase) refers to a strategy
for acquiring internet traffic.
It is based on a message
with a specific objective
and a campaign aimed
at converting prospects.
Its benefits are flexibility,
ease of use, immediate reactivity
and guaranteed visibility.
On mobile devices, campaigns
specific to the platform can
be carried out, such as adaptation
of text size, use of short keywords,
consideration of keywords
that are suggested in predictive
text to help make the mobile
device user’s search easier, etc.
This is the second investment
lever after display.
DISTRIBUTION
LEVERS
MOBILE SEARCHES
rose by 55.2% to $14.7 billion,
or 46.1% of mobile advertising
(out of 30 billion invested in 2014)
18 19
11. Email marketing:
Email marketing is very important
, since it is still the best lever
in terms of click-through rate,
conversion rate and return
on investment. On mobiles
a “responsive” strategy must
be implemented so that the format
adapts to the platform. At stake
are clicking and opening rates that
are higher than standard e-mails
as half of emails are now opened
via a mobile device.
Social marketing:
A newcomer among browsing habits,
after social networks revolutionised
the way we communicate.
Social networks have turned out
to be more personal and more
interactive channels for diffusing
messages than traditional mass
media channels. It is estimated
that 80% of the time spent on social
networks is via mobile devices.
Certain networks like Snapchat
and Instagram are even almost
exclusively accessed via mobile
devices. While at first they were
indispensable assets for responding
to issues of awareness and visibility,
social networks have now developed
their own 100% performance formats
(“Lead ads” on Facebook,
“app installs” on Snapchat
and “lead cards” on Twitter).
Influence marketing:
Thanks to the internet,
anybody can become an opinion
leader, create their own community
and create quality content that
is so effective that even companies
can no longer compete.
Some of them, by creating blogs
or Youtube channels where they
provide advice and opinions on
a given subject (lifestyle, fashion,
travel, cooking, technology, beauty,
etc.) have been able to acquire real
influence. Of course, advertisers
soon created a business model
from this, whereby these
e-influencers are rewarded
for showcasing the advertiser’s
brands, products or offers.
Native ads:
According to the IAB, native mobile
advertising is a format that matches
the style of advertising to the site
or app where it is broadcast,
not its content”, thus making
a distinction between native
advertising and content marketing.
Facebook has also just published
a study (commissioned by
its Audience Network product)
to show the evolution of mobile
advertising by 2020. This study
covers 25 countries and shows that
the future of advertising is through
mobile and native formats.
By native advertising, Facebook
means native content in third-party
applications. It enables better
advertising effectiveness because
it is much less intrusive for
the user and therefore sidesteps
the ad-blocking phenomenon.
It appears in differing formats,
such as in-text, videos in-stream,
sponsored tweets and advertisement
posts on social networks.
Nearly two-thirds (63.2%) of all
mobile display ads will be native
by 2020, summoning $53 billion in
total advertiser spend. Facebook
20 21
12. Several different commission models exist in terms of performance
mobile marketing. Advertisers may start with a campaign using
CPL (cost per lead), CPC (cost per click), or CPI (cost per install)
or any combination of these commission models.
Retargeting
or behavioural retargeting:
This technique aims to deliver
a specific message to a mobile
device user who visited a site
without performing the desired
action (purchasing, for example),
in order to get them to come back
and complete their conversion.
On mobile devices the objectives
are varied, such as reactivating
mobile device users who have
been inactive on apps or who
added a product to their basket
and exited the app without
finalising the purchase, equipping
visitors to your mobile site with
your app by generating qualitative
downloads, relaunching hot
prospects, communicating in real
time by transmitting your display
or video campaign at the same
time as your TV campaign
or at the same time as your
competitor’s TV campaign, etc.
Push notifications:
This kind of alert sent
to a smartphone user is linked
to installing a mobile app.
It is usually in the form of a full
screen alert or a message
at the top of the home screen,
possibly accompanied by an alert
sound. Its objective is to encourage
the use of a mobile application.
CPC
(cost-per-click):
Here it is a question of billing
a mobile device user’s clicks
on an advert. For example,
SEO campaigns on Google
Adwords are billed by CPC.
In some cases the costing
is per double click, where
the mobile device user first
clicks on the link or banner, then
a second time within the site itself.
Cost-per-time:
The advertiser is billed according
to the time spent by the mobile
device user (5, 10, 15 secs) on their
site after a click. This model negates
clicking by mistake (fat-finger error)
and therefore ensures very engaged
and qualified traffic. Another model,
which is very widespread in mobile
advertising, is the 100% in-view video
(the advertiser is billed if and only
if the video is watched until the end).
4 COMMISSION
MODELS
FROM CLICK TO ENGAGEMENT
The guarantee of quality traffic:
Cost per click according
on time spent on website.
by Kwanko
22 23
13. Mobile advertising may seem simple to implement,
however this complex environment involves
prerequisites that must be mastered
before you begin. The variety of operating systems
(mobile web or application), devices (smartphones
and tablets), formats (small or big screens),
levels of interactivity (scroll, scratch, swipe,
HTML5 formats) are some of the elements
to take into consideration.
Yes, but how do I start?
You’ll find a detailed, ten-step answer
in the next section of this white paper!
PREREQUISITES TO MASTER
BEFORE YOU BEGIN
CPA
(cost-per-action):
The advertiser is billed according
to the sales made during the campaign.
This phenomenon is set to develop
in the next few years, with the rise of
m-commerce, the development of mobile
payment solutions, and mobile uses, etc.
CPL
(cost-per-lead):
Mobile device users are directed
to the advertiser’s site via
an advertising format. They arrive
at a landing page where they can
fill out a form. The advertiser gets
billed as soon as a form is properly
filled out (information request form,
sign-up to a newsletter, etc).
CPD / CPI
(cost-per-download):
The advertiser is billed according
to the number of downloads.
The cost per install however
takes into account the actual
opening of the app.
24 25
15. • Customer prospecting:
immediately recruit new customers
by promoting a relevant offer
to targeted prospects, or collecting
leads or a prospect database,
and then in the meantime
convert them into customers.
• Acquisition: Acquire
new users for your application.
• Traffic: Increase the traffic
and visibility of your mobile site.
• Drive-to-store: Improve traffic
to your points of sale.
• Loyalty: Stimulate a client’s activity
through relevant offers and/or
preventing their inactivity
• Awareness: Improve
your spontaneous awareness,
develop your brand image.
The objective that is chosen
will define two key points:
• Your strategy: Target,
audience, budget, visibility needs,
lead generation, download,
drive to store, etc.
• Indicators to follow:
Click-through rate, cost per install;
cost per registration, conversions
but also time spent, bounce rates,
retention rates, CAC etc.
SET
YOUR GOALS
The objectives of a performance marketing campaign
are defined jointly between the advertiser
and the advertising agency, which is usually the driving force.
Once your objectives are clearly set, you need
to implement the right acquisition levers.
For a lead generation campaign for example,
you should favour direct marketing formats like email
marketing. This is actually the most ROI-effective lever
for capturing new prospects. For acquiring traffic,
it is better to go for banner distribution
and overlays on a network of qualified affinity sites.
DETERMINE
YOUR PERFORMANCE
LEVERS
1
2
28 29
16. The golden rule if you decide to
choose several partners is to ideally
assign each to a specific lever.
Competition between several partners
can be counterproductive as several
ad agencies positioned on the same
device at the same time will create
a cannibalisation effect on the offer
(publishers in common, different
payouts, same conceptualisation
for several advertising agencies, etc.)
SET THE DURATION
OF YOUR CAMPAIGN
4
CHOOSE
THE RIGHT PARTNERSTwo seemingly similar campaigns
in terms of goals and formats,
can display very different behaviours.
In fact, brand awareness, advertising
pressure, the conversion funnel
or even seasonality are all factors
to take into consideration when
setting the duration of your campaign.
We therefore recommend that you
set a campaign length that is long
enough to work comfortably on your
device and optimise your performance
using the logic of testing
and learning as you go.
3
30 31
17. As part of a mobile performance
marketing strategy, you must
ensure that your landing page is
responsive, e.g. that it’s optimised
for mobiles.
Avoid intermediate pages
as part of a download objective,
or multi-field forms that can
discourage a mobile device user
because of their impractical nature
when using a mobile device.
MANAGE
REDIRECTIONS
PERFECTLY
6
In-depth knowledge of your distribution network
is essential. The choice of publishers depends on your
objectives, such as traffic, downloads, leads, sales, visibility, etc.
Their number will depend on the volumes
that need to be reached.
Please note that it is also advisable
to favour “open” distribution routes.
5LEARN
TO KNOW
YOUR DISTRIBUTION NETWORK
32 33
18. 8
The multiplication of ads on mobile
devices has made publishers
demanding. As they are paid
for performance, publishers can
be reticent to make their traffic
available for certain campaigns.
They may consider the risk involved
is too high and want to see
it shared with the advertiser.
To get quality traffic, the payout
offered to the publisher
is paramount and specific payouts
exist for each type of campaign.
Don’t hesitate to consult your
advertising agency partners.
SET UP AN ATTRACTIVE
AND CONSISTENT PAYOUTNowadays, to guarantee a campaign’s performance,
relevant targeting is essential.
In fact, smart targeting and optimisation algorithms
are just some of the innovative technology
that maximises the effectiveness of mobile advertising.
Use partners who have a DMP (Data Management Platform)
which enables you to go beyond standard
simple socio/demographic targeting.
This ecosystem makes it possible to establish
audience clusters (socio-demographic, intentional sectors)
and thus offer more guarantees on the capacity to generate
conversions (leads, time spent, sales, downloads, etc.)
LEVERAGE
THE FULL POTENTIAL OF THE DATA
7
34 35
19. 10
Monitoring and optimising your performance campaign
must occur on a daily basis.
To do this, agencies provide you with dedicated account
managers in order to ensure your campaign runs smoothly.
They will be guarantors of your KPIs.
Finally, the detailed monthly report which the latter
will send you enables you to draw conclusions
with the aim of optimising the next month’s budget.
CLOSE MONITORING
REPORT
9
Tracking is an indispensable
tool for performance
measurement
Tracking or measuring
is the cornerstone of a performance
marketing campaign.
It is imperative that you integrate
a reliable mobile tracking system,
that is effective and neutral,
allowing you to measure all of your
mobile user paths and activity.
Without knowing your metrics,
you will have trouble to scale
prospecting and optimising
the value of these prospects.
Tracking also allows you to measure
one or more of the activities
of a mobile device user
in an application environment
(for example, registration,
booking, etc.)
UNDERSTAND
THE IMPORTANCE OF
TRACKING AND MONITORING
36 37
20. ABOUT
KWANKO
Founded in 2003, Kwanko is an international group specialized
in web and mobile online advertising.
Our business: Online Performance Advertising
Our vocation: help our advertisers generate more sales, more leads and
more quality traffic to their websites and their mobile apps / help our
editors maximise their advertising revenues.
In order to optimize the performance of its campaigns, Kwanko draws on
the expertise of its experts and its proprietary technologies
• NetAffiliation for Affiliate Marketing campaigns
• Kwanko Mobile (former Swelen platform),
a pionner of Mobile Advertising.
In 2015, Kwanko also took a stake in Emailbidding, an RTB Emailing
self-service platform to reinforce its multi-channel strategy.
Already present in 20 countries in Europe and LATAM, Kwanko’s ambition
is to become a worldwide player in Online Performance Advertising.