converting the mobile visitor by phoebe hanley
TRANSCRIPT
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Converting the Mobile Visitor
Phoebe Hanley, Director, Ad Management, SocialCode
1 #SMX #14C @PhoebeHanley 1 #SMX #14C @PhoebeHanley
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2 #SMX #14C @PhoebeHanley 2 #SMX #14C @PhoebeHanley
@PhoebeHanley Director of Ad Management, SocialCode
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Marketing, Decoded. SocialCode is a technology and insights company that manages digital advertising for the world's leading consumer brands.
3 #SMX #14C @PhoebeHanley 3 #SMX #14C @PhoebeHanley
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4 #SMX #14C @PhoebeHanley
Largest Media Spender For Large Consumer Brands
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Questions We’ll Answer 1. Why do marketers need to master mobile advertising? 2. How do “ID-based” platforms like Facebook create a compelling mobile advertising opportunity. 3. Where does mobile fit into branding versus engagement versus direct response initiatives? 4. How can marketers use mobile campaigns on ID-based platforms to impact a larger marketing agenda?
5 #SMX #14C @PhoebeHanley 5 #SMX #14C @PhoebeHanley
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Why Marketers Must Master Mobile
6 #SMX #14C @PhoebeHanley 6 #SMX #14C @PhoebeHanley
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7 #SMX #14C @PhoebeHanley
Time Spent With Mobile Is Skyrocketing Mobile overtook desktop in terms of time spent for the first time in 2014.
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Key Placement For Reaching Young Consumers An emerging generation of young consumers views the world through a mobile lens.
1 in 5 Millennials access the web exclusively through mobile. - comScore
$200B: Millennial Spending Power
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The ID-Based Mobile Marketing Opportunity
9 #SMX #14C @PhoebeHanley 9 #SMX #14C @PhoebeHanley
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Why Brand Marketers Are Moving TV Dollars To Digital 10 #SMX #14C @PhoebeHanley
The Cookie Is Crumbling
Cookie are an ineffective way to measure digital campaigns when mobile marketing is a must.
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Why Brand Marketers Are Moving TV Dollars To Digital 11 #SMX #14C @PhoebeHanley
The “ID-Based” Alternative ID-based advertising means investing in platforms on which people provide a lot of information, spend a significant amount of time and are addressable across devices.
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Why Brand Marketers Are Moving TV Dollars To Digital 12 #SMX #14C @PhoebeHanley
Mobile Time Spent
Facebook is the top-trafficked mobile application in the United States.
15 percent: The portion of total mobile time dedicated to addressable, social platforms. – BI Intelligence
798 million: Number of mobile daily active users on average.
40 minutes: The amount of time people spend browsing their Facebook News Feed each day.
30 percent: The portion of total Facebook users that access their account from a mobile device only.
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Why Brand Marketers Are Moving TV Dollars To Digital 13 #SMX #14C @PhoebeHanley
Cross-Device Understanding
Marketers can reach billions of people wherever they are.
32% Desktop conversions that start with mobile search.
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Facebook incentivized the richest consumer database in the world.
Segmented Creative
Facebook offers 1,800 signals for targeting. This means marketers can serve personalized mobile messages.
Why Brand Marketers Are Moving TV Dollars To Digital 14 #SMX #14C @PhoebeHanley
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Mobile’s Role Throughout The Purchase Funnel
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Branding and Awareness
Engagement
Direct Response
SALES SALES SALES SALES
Why Brand Marketers Are Moving TV Dollars To Digital 16 #SMX #14C @PhoebeHanley
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Why Brand Marketers Are Moving TV Dollars To Digital 17 #SMX #14C @PhoebeHanley
Branding and Awareness Recommendation: Drive 100% of budget into mobile.
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Why Brand Marketers Are Moving TV Dollars To Digital 18 #SMX #14C @PhoebeHanley
Awareness and Affinity, At Low Cost
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Why Brand Marketers Are Moving TV Dollars To Digital 19 #SMX #14C @PhoebeHanley
Awareness and Affinity, At Low Cost
20%: How Much More Efficient
Mobile CPMs Are Compared To Desktop
Why Brand Marketers Are Moving TV Dollars To Digital
19 #SMX #14C @PhoebeHanley
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Why Brand Marketers Are Moving TV Dollars To Digital 20 #SMX #14C @PhoebeHanley
Awareness and Affinity, At Low Cost
20%: How Much More Efficient
Mobile CPMs Are Compared To Desktop
70%: Percent of People More Likely
To Engage With Mobile Content
Why Brand Marketers Are Moving TV Dollars To Digital
20 #SMX #14C @PhoebeHanley
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Why Brand Marketers Are Moving TV Dollars To Digital 21 #SMX #14C @PhoebeHanley
Awareness and Affinity, At Low Cost
20%: How Much More Efficient
Mobile CPMs Are Compared To Desktop
70%: Percent of People More Likely
To Engage With Mobile Content
3.3x: Increased Return of
Engagements and Clicks
Why Brand Marketers Are Moving TV Dollars To Digital
21 #SMX #14C @PhoebeHanley
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Why Brand Marketers Are Moving TV Dollars To Digital 22 #SMX #14C @PhoebeHanley
Limitless Creative Options
Beautiful ad units, including video, allow marketers to tell stories that combine site, sound and motion.
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Why Brand Marketers Are Moving TV Dollars To Digital 23 #SMX #14C @PhoebeHanley
Premium Visibility
Ads in the mobile News Feed consume the entire experience.
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Why Brand Marketers Are Moving TV Dollars To Digital 24 #SMX #14C @PhoebeHanley
Engagement Recommendation: Create, grow and maintain the audiences that will be most valuable for direct response.
Website Custom
Audience Fans Video
Retarget
Lookalikes
Custom Audience
Mobile App
Users
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Why Brand Marketers Are Moving TV Dollars To Digital 25 #SMX #14C @PhoebeHanley
Case Study: Awareness and Installs In Sequence
Goal: Drive low-cost mobile app downloads for a F100 retailer.
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Why Brand Marketers Are Moving TV Dollars To Digital 26 #SMX #14C @PhoebeHanley
Case Study: Awareness and Installs In Sequence
Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content.
Audience Segments
20M-Person CRM List
Users who viewed video to :03
Users who completed
video
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Why Brand Marketers Are Moving TV Dollars To Digital 27 #SMX #14C @PhoebeHanley
Case Study: Awareness and Installs In Sequence
Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content. Results:
Audience Segments
20M-Person CRM List
Users who viewed video to :03
Users who completed
video
10% more cost
efficient
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Why Brand Marketers Are Moving TV Dollars To Digital 28 #SMX #14C @PhoebeHanley
Direct Response Recommendation: Test the most efficient placement; look for insights about mobile audiences.
The average American now has 4 devices. - Nielsen
67% of people start shopping on one device and continue on another. - Forrester
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Why Brand Marketers Are Moving TV Dollars To Digital 29 #SMX #14C @PhoebeHanley
Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Results:
32%: Mobile ads ignited action 32% more efficiently on mobile compared to desktop
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Why Brand Marketers Are Moving TV Dollars To Digital 30 #SMX #14C @PhoebeHanley
Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Insights:
50%: Half of conversions attributed to mobile occurred on desktop. – Facebook’s cross-device reporting product
15%: A much smaller portion of mobile-first users converted on desktop.
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Why Brand Marketers Are Moving TV Dollars To Digital 31 #SMX #14C @PhoebeHanley
Mandates Understand the path to purchase Gain creative insights
Extract audience learnings
Inform a larger marketing agenda