3ton30: build a mature mobile strategy with 4 targeting tactics
TRANSCRIPT
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BUILD A MATURE MOBILE STRATEGY WITH4 TARGETING TACTICS
Noor Naseer - Director, Mobile#3Ton30
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IN 2016
WE HAVE DELIVERED GREAT RESULTS FOR:2,000+ Agencies
6,000+ Brands
200,000+ Campaigns
FOUNDED IN
2001$375MM+
DIGITAL MEDIA
SPEND LAST YEAR
INNOVATORSIN AD
TECHNOLOGY
650+CENTRONS IN
37 NORTH AMERICAN
OFFICES
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WELCOME TO
DIGITAL INSIGHTS IN 45 MINUTES OR LESS
This month’s feature: Mature Mobile Strategy
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THIS WEBINAR IS RATED:
BEGINNER
MASTER
EXPERIENCED
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Director, Mobile#3Ton30
NOORNASEER
YOUR EXPERT TODAY:
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MOBILEMILESTONES AHEADMobile ad spend is
expected to surpass
$100 BILLION Mobile will account
for more than
for the first time
of all digital ad expenditure 50%
— eMarketer
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ADOPTION ISUBIQUITOUS
In 2015 nearly
— Pew Research Study 2015
20% OF AMERICANS
relied on smartphones exclusively to access the
internet
Adults 18-54 are at smartphone
penetration rate upwards of
— Mobile Comscore
90% — eMarketer
In 2016, mobile users will spend
3 HOURS AND 15 MINUTES A DAY
using apps +
51 MINUTES A DAY doing web
browser activities
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AS CONSUMERS WE’VE BECOMEMOBILE-DEPENDENT.
AS ADVERTISERS WE HAVE, TOO.
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TRADITIONALDESKTOP ACTIVATIONS DON’T WORKIN A MOBILE ENVIRONMENT
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IN 2016, “JUST DOING MOBILE”IS NO LONGER ENOUGH
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POP-UP POLL!
Leveraging their unique locale/geography
Informing them about your brand or new product considerations
Continuously pulling your consumer into the purchase funnel
a
b
c
#3Ton30
WHAT TACTICS ARE YOU USING TO REACH YOUR TARGET MOBILE CONSUMER?
Reconnecting with them after they seek to learn more about your products or services
d
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4 TARGETINGTACTICSFOR A MATUREMOBILE STRATEGY
MOBILE RETARGETING
1
CROSS-DEVICETARGETING 2
VIEWABILITY3
MOBILE LOCATION TARGETING4
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TARGETING TACTIC #1: MOBILE RETARGETING
Review: In the desktop space…
Potentialcustomer They visit your site… They leave without
checking out…
Later, theysurf the web…
Your ad recaptures interest,bringing them back…
Your potential customers turninto your happy customers
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TARGETING TACTIC #1: MOBILE RETARGETING
Evaluate: The Mobile Journey…
Potentialcustomer
Visits amobile website
Visits amobile app
X
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MOBILE RETARGETING
REAL TALK
What it really meansApp re-marketing
Ad retargeting
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MOBILE RETARGETING
HOWTO USE IT
Buy on a cost-per-site visit
Target on post-click actionsto owned mobile sites
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TARGETING TACTIC #2: CROSS-DEVICE
TARGETING
#3Ton30
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Consumers split time across multiple screens
CROSS-DEVICETARGETING
WHYUSE IT
Effective way of moving consumers through the purchase funnel
Analyze performance for audiencesacross multiple devices
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CROSS-DEVICETARGETING
REAL TALK
2 means of identification:
Deterministic1
2 Probabilistic
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Prioritize unique insight gathering across screens
CROSS-DEVICETARGETING
HOWTO USE IT
Establish goal(s) focused on cross-device targeting
Build creative that leverages sequential messaging
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TARGETING TACTIC #3:VIEWABILITY
Desktop vs. Mobile
#3Ton30
Viewability is an online media metric aiming to track only those
impressions that users can see
Exact standards for mobile have not been defined
viewable ad
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TARGETING TACTIC #3:VIEWABILITY
Desktop vs. Mobile
#3Ton30
Average viewabilityrates are around
-Think with Google50%
REAL TALK
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VIEWABILITY
WHYUSE IT
Enables you to account for placements the user can see
Provides critical insight into ad effectiveness
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VIEWABILITY
HOWTO USE IT
Find an MRC-accredited partner
Leverage partners that measure viewability, without compromising other KPIs or targeting tactics
Assess how viewability plays a role inoverall campaign CTR and post-click activity
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TARGETING TACTIC #4: MOBILE LOCATION TARGETING
#3Ton30
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MOBILE LOCATION TARGETING
WHYUSE IT
Reach the right user based on foot traffic patterns, lifestyle, habits, and more
Assess offline attribution and sales lift
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MOBILE LOCATION
TARGETING
HOWTO USE IT
Gather location-based insightsand assess various offline attribution opportunities
when needed
Build custom location segments; test against one another
Assess real-world location segments against digital audience segments
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WHAT ARE THE TAKEAWAYS?
SO, NOOR,
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Get a sense of cross-screen attribution and where your customer is connecting with you
Find Your Audience Across Screens
Leverage Location and Site Visit DataUse powerful location data to drive consumers to shop online and in stores
Determine how media partners are accounting for this type of measurement
Assess Viewability
#3Ton30
GET STARTED TODAY
Reach that mobile consumer who has visited your brand’s site or app to drive them to purchase
Retarget Consumers More Effectively
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LIKED WHAT YOU HEARD TODAY? Join us every month
for 3Ton30: Quick digital lessons
for fast-movingmarketers
Here’s what’s coming up:April 20th
The Many Faces of Ad Fraud
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@Centro_Inc
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linkedin.com/company/centro
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THANKYOU.
Noor NaseerDirector, Mobile
#3Ton30