10 commandments of mobile advertising

10 Commandments of Mobile Advertising

Mobile adoption is growing exponentiallyMobile Lumascape

Mobile adoption is growing exponentiallyConsolidation & synergy in mobile

Mobile adoption is growing exponentially

10 mobile advertising tips

to get started with a bang

Mobile adoption is growing exponentially1. Stay informed – Magazines and News

10 fantastic sources for up to date mobile advertising news

Mobile adoption is growing exponentially1. Stay informed – Events

10 fantastic sources for up to date mobile events

Mobile adoption is growing exponentially2. Create mobile optimized site

Innovation

Performance

Usability

Design

• Uniqueness of mobile

• Light and fast

• Thumb friendly navigation

• Mobile focused web design

Mobile adoption is growing exponentiallyApproaches to web design

Responsive Web Design + Adaptive Web Delivery

=

Optimal user experience

Responsive Web Design

• Flexible layouts

• Percentages

Adaptive Web Design

• Device specific code

• Branches of HTML & CSS

Mobile adoption is growing exponentiallyApproaches to web design

Progressive Enhancement

vs

Graceful Degradation

3. Run cross-device Facebook Retargeting

1.32 Billion

1.12 Billion

399 Million

Total Monthly Active Users

Mobile Monthly Active Users

Mobile only Monthly Active Users

• Run campaigns across

desktop and mobile

• Create high-resolution

landscape mode images

for ads

• Use FB CTA buttons

such as Shop Now,

Learn More, Download

etc.

100% increase in CTR

with a CTA button

Mobile adoption is growing exponentiallyExamples

Stitch multiple views of the product to convert a portrait

image to the landscape mode.

Add one of the 5 CTA buttons provided for increased

campaign performance

Little button big performance; 2.8x increase in CTR

4. Run cross-device Twitter Retargeting

• 76% of Twitter users login in through their mobile devices

• Twitter’s tailored audience will allow you to reach users across desktop and mobile

• Being embedded alongside user’s preferred tweets increases chance of conversions

• Improve ROI 140 characters at a time with promoted tweets and lead gen cards

Mobile adoption is growing exponentiallyCase study – Retargeting on Social

Overall Results

• ROI = 10.5x

• 33% lower CPA than average

apparel clients across

Facebook and web

• 13% higher CTC rates

• Twitter Cost per Engagement

(CPE) fell 81% below industry

benchmark costs

• Twitter Engagement Rate:

253% above industry average

Mobile adoption is growing exponentially5. Track holistic campaign data

• Customer behavior isn’t as simple as a single segment

• Cross-device campaigns can result in assisted conversions across the different devices

• Make optimization decisions taking into account desktop + mobile performance

Mobile adoption is growing exponentially6. Deterministic vs Probabilistic Tracking

Deterministic Probabilistic

Technology

IDFA

20+

Definition

• Definitive IDs

• Cross device – Login

• Desktop and mobile web – Cookies

• Mobile Apps – IDFA, Android ID

• Device Fingerprint

• Has of various parameters such as

OS, OS version, screen resolution,

timestamp, location etc.

Mobile Analytics Providers

Mobile adoption is growing exponentially6. Deterministic vs Probabilistic Tracking

Deterministic Probabilistic

Personally

Identifiable

Information

Accuracy

Scale

100% ~70%

Overall

Available

Overall

Available

Mobile adoption is growing exponentially7. Device Usage

Source: AYI.com

Cross-device retargeting across phones and tablets

With our customers across multiple screens throughout their day,

AdRoll allows us to connect with them regardless of the device or

platform they’re using.

► 225% more volume on iOS versus Android devices

► 20% more efficient CPC on iPhone versus Android phones

► 50% below target CPC

► CTRs greater than 1%

—Kristina Simonsen, Marketing Manager

Mobile adoption is growing exponentially8. Create mobile specific ad units

Advantages of a 320x50 ad unit on mobile

• 2x increase in mobile web engagement and conversions

• Better overall user experience, which in turn drives higher

adoption

• More inventory availability on mobile publishers looking for

mobile-specific ads

Mobile adoption is growing exponentially9. Use dynamic creatives

80% of consumers say that the last ad they saw wasn’t relevant to them

Get personal; get effective

Personalized dynamic ads see up to 115% increase in CTR and provide up to

44% lift in ROI when compared to non-personalized retargeting

Mobile adoption is growing exponentially10. A/B Testing of Ads

Option 1: Favorite Team Option 2: Gabriel Collection

Mobile adoption is growing exponentially10. …and the winner is

Option 1: Favorite Team

Mobile adoption is growing exponentially10. A/B Testing of Ads

Option 1: City Hall Models Option 2: Can’t Wear Bacon

Mobile adoption is growing exponentially10. …and the winner is

Option 2: Can’t Wear Bacon

Mobile adoption is growing exponentially10. A/B Testing – Always Be Testing

AdRoll for Mobile

Inventory Sources

Mobile Analytics Partners

Cross Device Retargeting

Mobile App User Acquisition

Mobile App Retargeting

Mobile Web Retargeting

Our Mobile Capabilities

Q&AShringar Pangal

Senior Product Marketing Manager

AdRoll