How Enterprise Can Achieve ROI From

MobileJason Cianchette, GM

Michael Zane, Sr. Director

Publishers Clearing House

Founded

1953

First Sweepstakes Launched

1967

Merchandise Introduced

1985

PCH.COM Launched

1999

Play & Win Online

Launched -PCHgamesPCHlotto

2007

Liquid Wireless Acquired

2011

Publishers Clearing House

Mobile sessions are now 24% of PCH.com traffic

0%

5%

10%

15%

20%

25%

2010 2011 2012

19% of PCH emails are opened on a mobile device

Liquid Wireless Overview

Focused exclusively on direct response marketing on mobile devices.

Paid on a performance basis CPA or revshareGather targeting and campaign info

Build an optimized mobile site Analyze response rates with traditional

metrics PLUS mobile: Carrier, Device, Screen size, and keyboard type

Mobile Forms Perform Better

Mobile Tips

Develop a mobile optimized landing pagePay close attention to page size and load time

Reduce the number of form fieldsHave an open mind and fresh perspective

Know device capabilities needed for the campaign

Avoid long forms especially with touch devicesDon’t run click to call campaigns on devices that

can’t call like an iPod Touch or PSP.

Offer Optimization

Campaign Database

Targeting Plan

Gather Data

Analyze Results

Working with PCH

Challenged assumptions: Goal is ROI not duplicating the web program

Studied existing programs and redesigned for mobile.

Created full life cycle data:Impression -> Click -> Conversion -> Email

Partnered with Search & Win

Mobile Strategy = Results

User experience was less than ideal –

desktop pages on mobile devices

Revenue was negatively impacted as

ads and offers meant for desktop were

less effective on mobile

RPMs for mobile traffic were 20% lower

as a result

User experience greatly improved for

mobile audience

Revenue was positively impacted as

ads and offers meant for mobile were

now shown on mobile

RPMs for mobile traffic is now 30%

higher than desktop as a result

BEFORE AFTER

Key Takeaways

1 Identify Mobile and Tablet Traffic

2 All reporting on KPIs should separate out each platform

3 Mobile can be broken out further to operating system and device

4 Create teams focused on mobile execution

5 Include mobile marketing in strategic plans

Questions???