mobile travel masterclass ny
DESCRIPTION
Mobile Travel & Tourism MasterclassTRANSCRIPT
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
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
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
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
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
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
Clear reporting Optimization Aggregated market One tracking
Steps to
advertise
an app
Banner Con
-nection
Ad
Network Publisher Day/
Time
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
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
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
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
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
100% accurate Tracks 100% of all
mobile sources No disturbance
to user experience
✓
Click
Install
✓ ✓ x
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com
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
www.trademob.com
Ingo Bohg SVP Americas
Nothing gets closer to your
customers than mobile
How to ensure you mobile presence is a
success
Mick Rigby
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
Optimob process – App discovery
Campaign objectives
Country, devices, publisher, genre, region,
timings, creative, demographics
Evaluation of all
campaign dynamics
Ongoing campaign
management
Phasing, budget and
timing management
Marco & micro
knowledge and
recommendations
STAGE 1: Initial
campaign
recommendation
STAGE 2 : 7 – 10
day benchmarking of
optimisation
STAGE 3 :
Implementation of
optimisation
STAGE 4 : App store
position effect
STAGE 5 : Interim
and post campaign
evaluation
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.
www.yodelmobile.com
a mobile first world feb 6, 2013
41
we mobilizeBRANDS
42
mobile is a context, not a device.
43
44
augmented
service
offerings
product
experiences
icmsp©
platform
marketing
experiences
& technology
OUR MOBILE SERVICES We help brands conceptualize, design and develop engaging
mobile and cross channel experiences.
MOBILE CAMPAIGNS MOBILE PRESENCE
We mobilize your brand
experience with…
- Mobile strategy
- .com mobilization
- Mobile shops
- Branded apps
We help you to win and keep
customers within your
marketing mix with…
- Mobile CRM campaigns
- Mobile couponing
- QR-code campaigns
- Campaign supporting apps
and sites
AUGMENTED PRODUCT EXPERIENCES
We augment your product eco-
system by offering mobile
services with…
- Mobile payment
- In-car systems & car
connectivity
- Connected healthcare &
fitness services
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on whatever platforms the strategy demands.
46
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but mobile first is no longer a strategy– it’s a reality.
our mobile devices are always with us, everywhere we go.
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Travel & leisure in a mobile world
CASE STUDY
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the smartphone is your modern day travel agent.
search remains the #1 planning
source for personal travel.
one out of every two
searches results in a purchase.
in july ‘12 nearly 40mm u.s.
consumers used smartphones for
travel.
50
the rules are changing (to the tune of $ billions).
51
This is the time for BIG IDEAS! So let’s get started…
52
palms resort & casino
case study
53
but first we needed the right strategy
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modern / sleek dated / cluttered
cuttin
g e
dge /
hip
conserv
ative
/ c
lassy MIRAGE
MGM
PALMS
WYNN
HARD ROCK
COSMO
PLANET
LUXOR
customer journey
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
55
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TWINSTAFACE
meet kayla, she’s 31, career driven, loves her friends
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activity based services
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
58
Music
Check-ins Trending
58
chill
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
59
care for a spa treatment?
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
60
reservation for 4 @ n9ne…
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
61
have a drink on us…
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
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exclusive footage…
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
63 63
and an easy checkout.
AWARENESS
KAYLA BOOKING CHECK-IN
PLANNING @RESORT RETARGETING
CHECK-OUT
This is the time for BIG IDEAS.
64
thanks iconmobile LLC
285 madison ave. new york, ny 10017 usa
tel +1 917 972 9970
chris mann mike mcgeeney
65
StrikeAd Tourism New Zealand
Mobile Advertising 2.0
StrikeAd is a world leader in mobile advertising technology
StrikeAd changes
Mobile Ad Buying:
Increase effectiveness of Mobile Ad Spend with RTB
Licence the Platform
Track individual users
Target the right consumers, in the right mindset, in the right place
The Leading Mobile DSP
"Now is the time to make your mark as the category leader in this space," said Mr. Rahaman, who in June moved the headquarters of his company, StrikeAd, to the Flatiron district from London. "You wait too long, and that spot gets taken.“
-Crain’s NY Business
“There are several new exciting companies calling themselves “mobile DSPs” that are emerging with the aim of solving this issue and replicate the rapid growth and success that DSPs have experienced in the display world. Companies such as ..StrikeAd...”
-VentureBeat
“StrikeAd, a startup that helps advertisers and agencies manage their mobile campaigns, has raised $3,500,000 in funding.”
-TechCrunch
Selected Clients
Large Media Networks and Independents
Brand and Direct Response Advertisers
StrikeAd works with major Brands, mainly via their Media Agencies
How does it work?
System uses 1st and 3rd Party Data to uplift Ad performance
Real-Time Optimization
The system alters spend patterns during a campaign to improve ROI
The most RTB Inventory
• Available inventory growing and driven by additional supply partners; Google, Smaato, MoPub • StrikeAd now aggregates more global RTB supply than any other player in the space • Supports growth from new territories (Asia, EMEA) and formats (tablet)
0
5000
10000
15000
20000
25000
Jan Feb Mar Apr May June July Aug Sep Oct Nov
Imp
ress
ion
s (
Mill
ion
s)
Adiquity
Admeld
Madvertise
Mediba
Mobclix
Mojiva
Mopub
nexage
Adsmobi
Smaato
8.3B
21.5B
4.4B
StrikeAd has RTB integrated more mobile optimised media than anyone else
The StrikeAd ID
StrikeAd User ID
AdTruth ID
Blue Cava ID
Nexage web
cookie
Nexage app ID XYZ
Nexage app ID
ABC Admeld
web cookie
Admeld app ID
FGH
Collider user ID
…
User
Data
• StrikeAd anonymously, and without retaining any personally identifiable data, tags devices and users and stores a StrikeAd ID against them in its proprietary Audience Database
• The high-load, high-speed database now powers StrikeAd’s four new solutions:
– Retargeting,
– Applying 3rd Party Data – see next slide
– Frequency Capping and
– Behavioral Targeting
• We store 100+ data points per user in privacy safe way (full Notice and Choice workflow)
The StrikeAd ID uniquely acts like a Mobile Cookie
1. Agency places a mobile audience buy with StrikeAd
2. Publisher makes impressions available on RTB exchange.
3. StrikeAd works with DMP to bid on only impressions that match the required segments.
How It Works
Admobius Allows StrikeAd to Reach Target Audiences Using 3rd Party Data
Agency &
RTB
TNZ Case Study
Behavioral Targeting & Rich Media on Tablets - Working with Razorfish Seattle
GOAL: Drive qualified user traffic to visit and engage with Tourism New Zealand sites.
ST
RA
TE
GY
: Targeting: Leverage 3rd party data segments to reach audiences that align with TNZ’s core targets: Affluent Travellers, HHI $100K+, and Entertainment Enthusiasts Creative: Execute a high-impact rich media campaign on tablets to drive traffic to & engagement with TNZ’s site.
TNZ Results!
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
55.00%
56.00%
57.00%
58.00%
59.00%
60.00%
61.00%
62.00%
63.00%
64.00%
Overall, using household income to target resulted in a 100% increase in click-through rate and a 125% increase in engagement rate over app category/channel target for a CTR of just over 9%!
We also experienced a 23% higher click-through rate and 33% higher engagement rate when using Entertainment interest to target than using channel targeting
100k+
Entertainment Enthusiasts
Traveler
Overall 100k+
Entertainment Enthusiasts
Traveler
Overall
3.77%
2.95%
3.76%
5.68%
Engagement Rate (engagement clicks/unique visitors)
Expand Rate (expands/impressions)
StrikeAd helped TNZ exceed their campaign goal of a 2.5% expansion rate with 3.77%! The Travellers Segment had the highest engagement rate at 63.87%!
AUTO SHOPPERS
Mobile consumers who are in market to purchase an automobile and are actively researching and interacting with content in order to solidify their brand consideration set. They frequently access mobile apps and sites, performing research on specific make/models, dealer locators and auto loan options. They are also visiting the physical locations of their area dealers.
BUSINESS DECISION MAKERS
Mobile executives who spend more time than the average mobile user on business productivity, executive management, marketing, sales, enterprise, financial sites and apps. They frequently are present at corporate locations and consume global business news.
HEALTH SEEKERS
Mobile consumers who have more than average health or fitness apps installed on their device, and are frequently engaged with them. They are highly engaged with interactive health tools that provide them tips on dieting, track their fitness routines and even help them develop inner peace through meditation.
TRAVELERS
Consumers who engage with travel apps and content (making purchases on packaged vacations, hotels, and flights, researching travel prices, etc.) on a frequent basis. They may also spend more time than the average mobile user researching foreign locales.
1 - Audience Segments
Our partner, AdMobius, provides appropriate audiences – StrikeAd then buys those audiences
Given a device’s location & time, our partner, PlaceIQ, provides appropriate audiences – StrikeAd then buys those audiences
2 - Location based Segments
2 1 3 Activation A mobile user opens an application or webpage and their anonymous location is time-stamped and collected.
Determine Audience PlaceIQ matches the collected location to location and time data and finds associated behaviors, profiles, and intent of users likely to be there at that moment.
Ad Targeting &
Delivery StrikeAd matches the right ads to the right audiences, moments, and places. Delivering a targeted audience and ensuring relevant messaging.
Luxury Consumer
High end Women’s retail
Fine dining
At the office
Young professional household
Luxury vehicle owner
Map Consumers to Place & Time
Deliver Advertiser messaging during key moments
• Modes contain geo and temporal parameters which allow us to find our audience in the world. We map these moments to tiles and use them to target advertising to the right audience at the right moment.
• Indentify ideal moments throughout the week to deliver messaging that resonates with the Luxury Consumer audience
Recreation White Collar Professional
Shopping
- Haute couture boutique
- Women’s accessories retail
Luxury Consumers
Traveler
- Pilates and yoga studio
- Spa
- Cafe
- Marketing company
- Advertising company
- Management company
- Airport
- Transit hubs
- High end hotels
All Targeting
AUDIENCE OPTIMIZED RON
Predictive RON that finds your target audience via algorithm
Limits wasted impressions
BEHAVIOR
3rd party data collected from AdMobius
Relevant segments for all types of brands
DEMOGRAPHIC
Combination of 1st and 3rd party data
Age, Gender, HHI
LOCATION DATA
Place IQ
Matches Location & Time Data and finds associated behaviors, profiles, and intent of users likely to be there at that moment
CHANNEL
Reach users based on specific publisher content
GEOGRAPHIC
Country, State, DMA, City, Zip, Geo-fence
MOBILE RETARGETING
Re-message users who have expressed interest in your brand
Build pools of users for future use
DEVICE
Tablet or Smartphone
Carrier (Android, iPhone, etc.)
Thank you
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 86
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
Digital
Mobile
Full page ad in Forbes!
How Most Consumers Think About Mobile
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 87
Mobile Should Be As Important To You As It Is To Them
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 88
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…
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 89
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]
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 90
PULSE 3D: Ads as Amazing as Apps
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 91
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
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 92
“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
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 93
Thank you!
• Talk to us during networking session
• Category exclusivity still available for PULSE 3D
holiday campaigns
Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013 94
Dakota Sullivan
SVP Americas
Jolie Giuffre
Sr. Mobile Strategist,
Travel Vertical
Mike Kerans
Business Development
United Airlines Mobile Journey
First A little background…
Our Global Operation
376 Airports Worldwide
5,656 Flights Daily
Approximately 400,000
customers daily
74,000,000 bags / yearly - over 200,000 daily
Approximately 300,000 operational messages daily
FlightView Survey - Business and Leisure
Survey of over 2,600 travelers
93.6% want flight status information
73.2% want boarding alerts
57.4% want upgrade information
39.8% want stand-by status updates
Devices, devices, devices – and it’s
changing!
It’s about choice
Going Mobile – m.web AND app.
Extending key website tools to the mobile channel
m.united.com
Text Version
Smart Phone Version
Mobile App
iOS
Android
The Mobile App
Circa 2010 iTunes Comments
Was hoping to see an easy app, that would allow me to
directly check availability, cost, book flights, check-in, and
make itinerary changes mid trip…This app does none of
these things.
How about push notices for flight status changes?
…a good start. But basically this is just a giant bookmark
that happens to remember your xx.com username and
password. All the actual transactions take place via mobile
safari…
…no real app, just a launcher for their mobile site. This is
too weak for a global player like XX.
2010 App Requirements
Check-in
Mobile Boarding Pass Storage
Flight booking – basic
Flight Status (same detail as /info sites today)
Account status
My reservations
Push trip-alert notifications
Club Locations / Wayfinding
Mobile App – the basics
Native – iOS / Android
Speed
Customization
Better User Experience
Full Featured
Native booking
Including Award Travel
Wallet
Transparent Information
Tools for the Traveler
Check-in
Mobile Boarding Pass
Auto return check-in
Checking In
Mobile Boarding Pass
Sales
United Club Sales