Download - Go Mobile or Fall Behind. [email protected] Gary Richmond – VP, Sales & Account Management
Go Mobile or Fall Behind
Gary Richmond – VP, Sales & Account Management
Confidential and Proprietary | 3
Agenda
: Mobile Trends
: Types of Mobile Advertising
: Driving Local Mobile Results
: Expectations of Performance
: Q & A
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Driving Sales Leads vs. Fund Raising
: Much of the materials I will talk about today is slanted towards business driving local sales leads, however…
: This same approach, executed with a skilled ad agency, can be successfully utilized for fund raising including:– Proper media selection
– Skilled targetingo Demographic
o Geographic
o Behavioral patterns
– Gaining visibility and mind share for your charity
– Tracking results and determining effective investments of your marketing dollars
Mobile Trends
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The Mobile Marketplace
: Last year, the U.S. become a multi-platform majority. The majority of digital consumers used both desktop and mobile devices every month
: Around the same time, mobile surpassed desktop in terms of digital media engagement
: Just this year another milestone was reached, where now the majority of all digital media time spent occurs on mobile apps
: Despite this app engagement, they have not attracted the advertising dollars its audience warrants
comScore – The U.S. Mobile App Report - 2014
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Why Mobile?
: The average adult looks at their phone 41.5 times per day
: This jumps to 109 times for young adults
: Research shows it takes a person 26 hours to report a missing wallet, but it takes just 68 minutes to report a missing phone
Pew Internet & American Life Project, 2013
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Mobile and Local: Where are We Now?
: More and more leads are coming from mobile
: Up to 50% of mobile search is local compared to 20% on desktop
May 2014(70% smartphone penetration)
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Called a Business
7%
Continued Research
36% Visited a Re-tailer's Website
25%
Shared In-formation
18%Visited a Store
17%
Made a Purchase
17%
73% of mobile searches trigger additional action and conversions
Mobile Search Drives Valuable Outcomes
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Top Activities for Mobile Shoppers
Source: xAd Inc. 2013
: 70% of mobile searches result in a CALL to the business
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Mobile is Key in Consumer Decision Journey for Local
Bing
Key tofundraising
Mobile Products
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Types of Mobile Advertising – Mobile Marketing Association
: Mobile Web Banners
: Text Messaging– SMS – Short Messaging Services
– MMS – Multimedia Messaging (not yet fully supported)o Text with a link that resides on your phone
: Mobile Video & TV Ad Breaks
: Mobile App– Banner
– Interstitial Ad
– Rich Media Mobile Ad
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Mobile Search and Display Advertising
: Priority placement across a premium network
: Search advertising – Pay-per-call OR pay-per-click campaign
: Display advertising– Pay-per-click campaign only
: A blended campaign of both Search and Display– Pay-per-click or CMP (pay per thousand
impressions) campaign
Search Display
Standard and Advanced Targeting Capabilities Target Keywords Location
Device Publishers
Time of Day Proprietary Ad
Scoring
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How Location is Determined
User Reported Data
Mobile IP Address
Cellular Towers
WiFi
GPS
Less Precise
More Precise
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Mobile Search Advertising
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Mobile Display Advertising
: Ability to dynamically render creative based on the consumers actual location– Eliminates the need to develop custom creative
for each business location
– Allows the most relevant location to be displayed
: HTML5 banner creative allows immediate engagement with the ad via click-to-call or click to a mobile optimized landing page– Distance from the business appears within the ad
: Patented ad serving technology – Identify hot spots of activity for specific searches
at the specific location(s), time of day, days of week etc. when activity is at its highest
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Local Mobile Landing Pages
Click-to-call
Offer / Call-to-Action
Prominent logo image
*Ability to change image for a nominal
fee
Integration of user reviews
Map & driving directions
Business address and link to main website
Click-to additional details such as company description and detailed review data
Mobile Performance Measurement
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Measuring Success
: Identify key performance indicators (KPIs) prior to campaign launch– Typically measuring secondary actions
o Calls
o Landing page visits
o Volume of donors generated by ad
o Visits
o Map and directions downloads
: Measure and optimize to meet KPIs throughout the campaign
: Learn from your efforts– Study and understand the analytics
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Calls
52%
Maps & Di-rections
42%
More Info5%
Other1%
xAd 2013
Top Secondary Actions of Locally Targeted Mobile Display
: A secondary action can be defined as any activity that happens after the click
: In mobile advertising, true engagement with the viewer starts with the next activity post-click
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Mobile Summary
: Mobile as an advertising medium is still immature but developing rapidly
: Mobile can provide significant targeting capabilities
: You should seek the support of the experts to avoid wasting marketing budgets
: Understand what you want to gain from utilizing mobile advertising in your media mix
Questions