MOBILE RETAIL & BRAND MASTERCLASS
Albert Pescheck Richard Wetherill Geschä'sführer DACH Director of Adver5sing
The number of smartphones sold in 2011 exceeded that of PC‘s For the first Ime! (Gartner)
Small is Big !
For the first Ime ever in western europe mobile ad-‐revenues surpass a tradiIonal channel (IAB / PwC 2012)
Small is Big !
Time spent Time spent
(Flurry)
Tracking TargeIng Engagement
Mobile networks deliver coverage and frequency
50.3% 15+ Adults
Source: Kanter World panel Jan 2012(DE 15+ Adult Universe) Est. DE Smartphone Penetration 55%
Moving with behaviour
BIG OPPORTUNITY
1 2 3 Performance Video Rich Media
3 Simple Routes to Market
Driving Results Delivering Audio Video
Experiences Powering Brands
CPC Results Driven
CPM Engagement AnalyIcs
CPM Extensive Post Click Analysis
1. Performance - Peugeot
Through to a clean landing page clearly idenIfying acIons against brochure requests to test drives
...
Metrics: Conversion tracking enables the adverIsers to monitor CPL whereby Client Services opImises towards a pre-‐agreed Cost Per Lead
Simple staIc & animated banner
Adfonic cost per conversion analysis available via the agency interface. Extensive reporIng breakdown by device, locaIon, plaZorm, date across App downloads and site conversions
Analy5cs IdenIfy exactly how users are interacIng with your ads. See which pages they navigated to and how they interacted with the components you've used.
Trafficking metrics * Actual impressions * Expands (click, interacIons) * CTR (expands per impression)
Engagement metrics * Video plays * Average % viewed
1. Performance – cost per conversion
2. Video. . . Powering Brands
Click-‐to-‐video replicates the power of a TV ad on a Mobile device screen.
AdverIsers can plan and buy global click-‐to-‐video campaigns across Mobile sites and applicaIons and measure engagement Ime with their brand.
Video benefits
• Mobile sites and apps are now aFrac5ng large audience sizes comparable with prime 5me TV Shows
• Opportunity for brands to establish rela5onships on new media channel
• Integrated campaigns can now drive awareness on mobile
2. Adfonic Video… Engagement metrics
Adfonic video analytics- available via the agency interface. Includes breakdown by quarIle and overall engagement score across total views.
Its all about engagement – this how it works:
• Each unique view duraIon is measured individually, tracked and averaged. • The percentage of engagement is derived from the averages across each quarIle. • From this we 'score' the level of engagement using the following equaIon: (Total Seconds Viewed / Number Of Views) / Length Of Clip
Analytics Identify exactly how users are interacting with your ads. See which pages they navigated to and how they interacted with the components you've used.
Trafficking metrics * Actual impressions * Expands (click, interactions) * CTR (expands per impression)
Engagement metrics * Video plays * Average % viewed
http://creator.celtra.com/preview/810
Scan via iPad for on device
demonstraIon
3. Rich Media – on device brand experiences
Delivering, deeper analyIcs
Analy5cs IdenIfy exactly how users are interacIng with your ads. See which pages they navigated to and how they interacted with the components you've used.
Trafficking metrics * Impressions * Actual impressions * Expands (click, interacIons) * Actual expands (click, interacIons) * CTR (expands per impression)
Engagement metrics * Page views (total and per page) * Video plays * All events and acIons triggered * Any custom event
3. Rich Media -‐ Fiat on Adfonic
Over 10 billion Rich Media enabled Ad Impressions globally across major smartphone platforms.
With over 500 million UK impressions drive brand engagement, generate traffic, acquire leads, increase app downloads or generate sales.
Fiat Punto Banner : hap://creator.celtra.com/preview/7817 Fiat Punto MPU : hap://creator.celtra.com/preview/7818
Visa Brand Campaign on Adfonic
