mobile brand masterclass ny

The Challenge of Mobile Tracking

Agenda

Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

Traffic fragmentation

iOS conversion tracking

Challenge 1

Challenge 2


Welcome to the

jungle!

The daily routine as mobile advertiser Multiple ad networks, complicated tracking & opaque reporting need a

lot of time, money and effort to handle

More ad networks

SDK Integration

SDK Integration

SDK Integration

SDK Integration

CPC CPD CPA

0,07 1,50 ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 2,00 ?

More SDKs… More reporting

dashboards

Cost per User

Installs

Fragmented market Unclear reporting No optimization Many tracking SDKs

necessary

Steps to

advertise

an app


The solution Comprehensive tracking allows optimization

Universal

tracking SDK

CPC CPD CPA

0,07 1,50 3

0,07 2 2,5

0,09 1 2

0,07 0,5 3

0,06 0,5 2,8


Clear reporting Optimization Aggregated market One tracking

Steps to

advertise

an app

Banner Con

-nection

Ad

Network Publisher Day/

Time


Tracking reality today Apple App Store’s firewall cuts off all tracking information

Conventional tracking solutions Overview of the currently most common solutions in the market


Device ID Fingerprint Cookies

Only available for 40%

of all traffic

40%

Only 60-80% accuracy

First apps using Cookie-

Tracking already

banned by Apple

Bad user experience

✗ ✗

# installs

24 hrs. ✗ time

Introducing AccuTrack 100% accuracy with no disruption of user experience


100% accurate Tracks 100% of all

mobile sources No disturbance

to user experience

✓

Click

Install

✓ ✓ x


Trademob at a glance

Fully customizable pivot tables

Online Dashboard

Managed campaigns for

guaranteed top App Store

ranking to maximum number of

organic downloads

smartBoost

Full service offering, including

media buying, tracking and

optimization

Campaign Management

Unrivalled technology that

provides 100% accuracy for all

traffic sources

Tracking with AccuTrack

Ready to rethink mobile?

+1 415 539 6794

[email protected]

www.trademob.com

Ingo Bohg SVP Americas

mailto:[email protected]

Nothing gets closer to your

customers than mobile

How to ensure you mobile presence is a

success

Mick Rigby

[email protected]

mailto:[email protected]

Mobile strategies

Headline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart

Accessibility

Expectations

Immediacy

Greater Usage

Comp advantage

Better service

Lower CPA’s

Mcommerce

Greater returns

New rev streams

REVENUE

STRATEGIES

BRAND

STRATEGIES

Retention Differentiation Experience Acquisition Monetisation

How do you leverage the success of your real estate?

Mobile Search

Digital

CRM

Native Applications M-sites

Passbook vouchers HTML Apps

Mcommerce site

Above the Line

M- Social

Mobile Display

Not all mobile is successful

-10

0

10

20

30

40

50

Aided Brand Awareness Mobile Ad Awareness

Message Association

Brand Favorability Purchase Intent

18.1

5.9

-2.7

44.4

19.9

2.4

29.8

12.1

-1.3

14.5

3.9

-4.9

16.3

4.7

-4.0

Mobile Best Performance

Overall Mobile Performers

Mobile Worst Performance

How do you ensure your mobile Display

activity is effective?

How do you succeed

Tracking

Creative

Campaign

Learnings

How do you succeed

Tracking

The tracking journey

Your tracking solution

• Banner click

• Network

• Publishers

• Coded publishers

• App downloads

• Events

• Section searched

• Actions taken

• Location

• Banners

• Networks

• Time of day

• Day of week

• Publisher

• Publisher groups

• Virtual CPA

• Behavioral

groups

• Usage

• H/M/L Usage

• Activity Usage

• Retargeting

Banner / HTML

Ad

Msite Application

Publishers

(CPM)

Networks

(CPC)

Carriers

(CPU/CPM)

Make sure your mobile tracking…..

Works across all OS, HTML and mobile web

Integrates into Search, Display and Online

Utilizes all points of reference

Is universally accepted by networks and

publishers

The Right Tracking will …

optimize activity Hourly Daily

By publisher Network

creative ad solution

Result in ongoing Campaign

Improvements Budget

Management Future Planning

Track from an Impression to a click download

Registration and Purchase

Ultimately a desired cost per acquisition or Brand favorability improvement

And will result in cost per acquisition going

south

0

10

20

30

40

50

60

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Creative 1

Creative 2

Creative 3

Creative 4

Creative 5

Cost Per Acquisition $

How do you succeed

Creative

Not all mobile creative is successful

Different solutions do different things

Direct Response Engagement Brand

Standard Banners

Geo targeted

Banners

Banner To Video

Expandable

Banners

Overlays

Pre Roll Video HTML5 Rich

Media

SMS Content

The Six principles of mobile creative

Make it Relevent

Ensure its Engaging

Surprise and Delight

Play to your strengths

Be Competent

Consider the Time and

Place

Banner Display

Rich media

Video display

Video Pre-roll

How do you succeed

Campaign

Mobile Landscape

Things to remember when planning a mobile

campaign

1. Understand your target user base. Who is going to see

the ad, where are they going to see it, what time are

they going to see it?

2. How are they going to interact with the ad?

3. A strong call-to-action encourages interactivity and

engagement which is in turn extremely valuable for

brands and gives a better chance of users clicking

through

4. Make sure the destination of the advertising is mobile

friendly/optimised.

5. Clear and persistent branding is important for brand

awareness

How do you succeed

Learnings

Mobile is going to dominate digital

and the winners will be the guys

that stick with it, trial, track and invest.

[email protected]

www.yodelmobile.com

Richy Glassberg, COO, Medialets

Mobile Brand & Agency Masterclass

What You Need to Know

About Mobile Advertising

Pioneering mobile ad platform with four+ years experience and

thousands of successful mobile campaigns delivered.

Technology and services designed expressly to enable mobile

advertising at scale

Unmatched expertise in cross-platform mobile and tablet

campaign execution and measurement

Market-leading rich media ad formats and creative capabilities,

with creative solutions for every timeline and budget

Recently selected by VivaKi to be the preferred mobile and

tablet ad serving partner across the global agency network.

Quick Medialets Intro

Unique, Captivating Creative

Brand: HBO / True Blood

Agency: PHD

Mobi Awards Winner

Best Creative

45 45

Brand: Ralph Lauren

Agency: Direct / Razorfish

Publisher: The New York Times

OMMA Award Nominee

Best Mobile In-App Ad

Best Rich Media Campaign

Mobi Awards

Best Tablet Campaign

Best Mobile Branding Campaign

Building Deep Experiences

46

Brand: Dunkin’ Donuts

Agency: Hill Holiday

Publisher: EA Scrabble

Generating Exceptional Engagement

47

State of Digital Advertising

DESKTOP

MOBILE

Mobile Opportunity

The Mobile Challenge

Media Planning &

Buying Ad Creation

Quality Assurance

Trafficking & Serving

Measurement & Billing

50

The Mobile Campaign Process vs Online

HTML5

vs.

Flash

Complexity No support of Cookies

Lack of Standards

Dynamic

Landscape

Media

Pla

nnin

g

& B

uyin

g

Ad C

reation

Qualit

y

Assura

nce

Serv

ing

Measure

ment

51

The Mobile Media Plan

Mobile’s Moving Target: The Media Plan

Ever-changing mobile device landscape

Frequent publisher updates to mobile apps & websites

Fragmentation across ad sizes, placements and formats

Publishers require signed I/O to provide current specs;

current specs required to generate accurate tags.

A on-time mobile campaign launch requires that your

mobile media plan is completely and accurately defined.

52

Mobile Creative

Mobile Creative: Unprecedented Rich Capabilities

Ever-changing mobile device landscape

Fragmentation across ad sizes, placements and formats

Lack of Flash support; limited HTML5 resources

Confusion around creative APIs

Lack of understanding around timelines & process

Mobile creative is exponentially more difficult to execute

than online creative.

53

Mobile Quality Assurance

Testing Ad Creative

Dynamic mobile landscape complicates quality

assurance

Can’t view or test full functionality of mobile web ads

online; app ads are even more complex

Cost/challenge of maintaining a current device bank for

complete testing

Mobile ads cannot be thoroughly tested outside of a

fully-equipped and trained quality assurance team and

facility.

54

Mobile Ad Serving

Mobile Ad Serving

Mobile’s dynamic landscape requires that properties are

certified and then recertified for ad serving.

Ad serving solutions defined for desktop don’t address

the inherent challenges of mobile.

Lack of standards result in challenges for measurement

across campaigns.

‘Traditional’ online advertising doesn’t address mobile’s

unique needs; you need a new approach.

55

Mobile Measurement

Mobile Measurement

It’s 100% measureable but industry lacks standards in

metrics and methodologies.

Inability to rely on cookies nullifies desktop best practices

Agencies rely on different platforms, adding greater

burden to campaign analysis and billing.

Mobile’s differences from online present challenges that

result in more work and more frequent and larger

discrepancies.

56

Mobile Measurement

57

Mobile Measurement

Why bother?

Why bother?

Time spent on mobile

has more than tripled

in the past three

years, while time

spent on desktop has

grown less than 2%

eMarketer, Sep and Oct 2012


is growing at three

times the rate of

desktop


Why bother?

85% of tablet and

smartphone owners use

their device while

watching TV

Nielsen, Nov 2012


has more than tripled

in the past three

years, while time

spent on desktop has

grown less than 2%


85% of tablet and


their device while

watching TV

Nielsen, Nov 2012


is growing at three

times the rate of

desktop


Why bother?

US mobile users will spend

$37.44 billion in 2013

on retail purchases

eMarketer, Jan 2013

85% of tablet and


their device while

watching TV

Nielsen, Nov 2012


is growing at three

times the rate of

desktop


Richy Glassberg, COO, Medialets

Mobile Brand & Agency Masterclass

[email protected]

Let’s Discuss Your Mobile Challenges and

Questions…

Dakota Sullivan, SVP Americas NYC, February 6, 2013

Fresh Thinking:

Using Mobile to

Keep Your Brand Fresh

Dakota Sullivan, SVP Americas NYC, February 6, 2013

Confidential. Do not distribute. Copyright 2013 Amobee, Inc.

[a•mo•bee] (n.) mobile to the core.

2012 GSMA Mobile Advertising

Agency of the Year

A few of our customers

How Most Brands & Agencies Still Think About Mobile

Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 66

Superbowl

Spot!!

Celebrity

Apprentice

Feature

Episode!!!

Top Chef

Sponsorship!

8 Page Cosmo Pull Out!

Valentines Day Roadblock

Total Web Domination!!

Yahoo! Content

Integration!

Animated GIF banners

TV

Print

Digital

Mobile

Full page ad in Forbes!

How Most Consumers Think About Mobile


Mobile Should Be As Important To You As It Is To Them


Some brands starting to fully embrace mobile—most focus on utility

On-the-go

& in-store

features: barcode reader,

social tie-ins,

ratings

Rich

content: expert advice,

tips to inspire

purchase

However, utility is only one aspect of mobile…


What about inspiration?

Goes far beyond HTML5

Uses full capabilities of devices

Interstitial, full-device screen ads let

viewer play, explore, and shop

Brand new technology owned and

only offered by [a•mo•bee]


PULSE 3D: Ads as Amazing as Apps

Mobile + Out-of-Home woven together

for campaign that will dazzle the most

jaded consumer

Use mobile video, re-targeting, geo-

fencing, day parting, QR, NFC, all

driven by real time mobile data

[a•mo•bee] executing this today,

delivering CTRs up to 24%, 50%

increases in app installs, heavy

increase in retail footfall


“Phy-gital” Impact

eBay’s augmented reality campaign

can be triggered by both poster and

press ads

Video content promoting

the campaign is ‘projected’ onto the

print ad, deepening the message

Several different call to actions are

featured including app downloads &

links to purchasing featured clothes

Augmented Reality


Thank you!

• Talk to us during networking session

• Category exclusivity still available for PULSE 3D

holiday campaigns


Dakota Sullivan

SVP Americas

Jolie Giuffre

Sr. Mobile Strategist,

Travel Vertical

Mike Kerans

Business Development

Somo Copyright & Confidential

February, 2013

THINKING MOBILE FIRST

Ross Sleight, Chief Strategy Officer


WHO ARE SOMO?

77

FULL SERVICE MOBILE SOLUTIONS COMPANY

Strategy &

Innovation

Creative &

Custom

Development

Performance &

Brand Marketing

Media

technology data

management

platforms

Enterprise

technology

Platforms

Somo Copyright & Confidential Somo Ltd.

A SELECTION OF OUR CLIENTS

78


CUSTOMERS ARE NOW OMNI PLATFORM


USAGE DIFFERS BY PLATFORM AND CONTEXT

80

Lean back.

Consumption and

engagement.

Touch not mouse.

Video and content led

usage.

Always on.

Location aware.

Staccato usage

Short, intense tasks

(Bored, urgent,

repetitive).

Singular customer

journey.

Lean forward.

Focused engaged.

Multiple customer journeys.

Faceted search.

Large inventory.

Content creation.


DEVELOPING ENGAGEMENT THROUGH MOBILE IN THE PHYSICAL

WORLD

81

91% of Super Bowl viewers

used their mobile device

during the commercials1

38% look for brand on

mobile after seeing OOH 4

39% of smartphone user scanned

a QR code in a magazine2

31% Tablet in the US 3

55% smartphone penetration

56% of Smartphones used in store 5

1 MMA and SessionM, Feb 2013 ,2 eMarketer, QR Usage, Jan 2013 3 Comscore, Dec 2012, Pew Internet Jan 13 4 Kinect/Joule Feb 2012/ 5 IAB, Mobile Shoppers, Nov 2012


REAL WORLD/PHYSICAL WORLD EXAMPLES

82


LONDON

Haymarket House

28 Haymarket

London SW1Y 4SP

+44(0)20 3397 3550

MAKING SENSE OF MOBILE

www.somoglobal.com

@somoglobal

[email protected]

SAN FRANCISCO

181 Fremont Street

San Francisco, CA 94105

+1 (415) 230 2756

LOS ANGELES

1530 7th St, Suite 100

Santa Monica, CA 90401

+1 (310) 962 6365

NEW YORK

1440 Broadway

23rd Floor

New York, NY, 10018

+1 646 512 5127 Ext. 3432

SINGAPORE

50 Raffles Place, Level 30

Singapore Land Tower

Singapore 048623

+65 66323551

Get in touch.

83