MTech13: "Mobile Direct Marketing" - Ted McNulty

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Transcript of MTech13: "Mobile Direct Marketing" - Ted McNulty

  1. 1. Mobile Direct Marketing Ted McNulty Director of Performance Advertising
  2. 2. 2 | MOBILE AUDIENCE. EVERYWHERE. Mobile Cant Be Ignored 0 20 40 60 80 100 120 140 May-10 Aug-10 Nov-10 Feb-11 May-11 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-12 MillionsofOwners Smartphone Owners Tablet Owners
  3. 3. 3 | MOBILE AUDIENCE. EVERYWHERE. Your potential customers are on Mobile If you are not advertising on Mobile you are missing an opportunity This trend will continue Time Spent On Mobile
  4. 4. 4 | MOBILE AUDIENCE. EVERYWHERE. Mobile is Tough! Small screen size Multiple operating systems Thousands of different handsets App & WAP / Wifi & Carrier Accidental clicks 1 2 3 4 5
  5. 5. 5 | MOBILE AUDIENCE. EVERYWHERE. Jumptap understands mobile and has developed advanced technology to get mobile performance campaigns to work. Targeting | Tracking | Analysis | Optimization 9 Years 1,000s of Campaigns 55 Patents
  6. 6. 6 | MOBILE AUDIENCE. EVERYWHERE. Big Brands Do Mobile Direct Marketing
  7. 7. 7 | MOBILE AUDIENCE. EVERYWHERE. Essential Elements of a Successful Mobile Campaign Targeting Campaign Set-Up & Optimization Mobile Optimized Conversion Flows Scale 1 2 3 4
  8. 8. 8 | MOBILE AUDIENCE. EVERYWHERE. Targeting
  9. 9. 9 | MOBILE AUDIENCE. EVERYWHERE. Geographic OS Handset Carrier Contextual Time of Day Frequency Capping Look For Partners with Deep Targeting Technology
  10. 10. 10 | MOBILE AUDIENCE. EVERYWHERE. Drive Conversions with PC to Mobile Retargeting Target people that visited your Web site while they are on their Mobile devices: Draw insights Targeted creative Tailored messages Retarget online site visitors in mobile
  11. 11. 11 | MOBILE AUDIENCE. EVERYWHERE. Target Based on More Than Just Mobile Behavior Combine online and offline mobile behavior for a real-world view of the consumer Online Behavior Mobile Behavior Real- World Behavior
  12. 12. 12 | MOBILE AUDIENCE. EVERYWHERE. Understand Who Saw Your Ads and Who Engaged with Them
  13. 13. 13 | MOBILE AUDIENCE. EVERYWHERE. Campaign Set-Up & Optimization
  14. 14. 14 | MOBILE AUDIENCE. EVERYWHERE. Platform Ad Size Wifi vs Carrier App vs Mobile Web Day Parting Frequency Capping White Listing Campaign Setup
  15. 15. 15 | MOBILE AUDIENCE. EVERYWHERE. Conversion Tracking to Improve ROI Landing Pages Pixel dropped on any conversion page Useful for forms and storefronts Parameter Pass Passes non-P.I.I. conversion info to advertiser Includes: site, handset, carri er, etc. Server-side API call that utilizes clickID Transmits a call between client and internal servers to attribute a conversion. Secondary Events Track events the come after the primary conversion Useful for partial forms, eCommerce , etc Call Center Events Call Duration Pocket-dial prevention
  16. 16. 16 | MOBILE AUDIENCE. EVERYWHERE. To maximize performance, tweak the targeting mix including: Publishers Sites Platform Handset Bid Location Carrier/Wifi Creative Frequency Rapid Optimization by Experts
  17. 17. 17 | MOBILE AUDIENCE. EVERYWHERE. Automatically adjust bids to hit CPA goals when Coverage 24/7 optimization Speed Hit CPA goals sooner Measurement More consistent CPAs over lifetime of campaign. Algorithmic Optimization
  18. 18. 18 | MOBILE AUDIENCE. EVERYWHERE. Insights From Similar Campaigns Identify Trends Apply Best Practices Tweak The Algorithm To Improve Performance But Dont Forget About The Humans
  19. 19. 19 | MOBILE AUDIENCE. EVERYWHERE. Mobile Optimized Conversion Flows
  20. 20. 20 | MOBILE AUDIENCE. EVERYWHERE. Long-form lead generation is possible on mobile Simple navigation Pre-populated fields Drop down menus Mobile Lead Generation
  21. 21. 21 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry Original Banners Modified Banners Landing Page Launch Page
  22. 22. 22 | MOBILE AUDIENCE. EVERYWHERE. Click To Call Case Study Direct ResponseAgency - Insurance Industry CLIENTS INCLUDE: CPA Goal: $20.00 $7.77 CPA Average 221% ROI (Approx.) 6,000 Quotes, Q1 RESULTSCAMPAIGN
  23. 23. 23 | MOBILE AUDIENCE. EVERYWHERE.
  24. 24. 24 | MOBILE AUDIENCE. EVERYWHERE. Generating Mobile Conversions at Scale
  25. 25. 25 | MOBILE AUDIENCE. EVERYWHERE. Accessing Digital Audiences Network Scale Limited Scale Scale on Demand Publisher Direct Ad Networks DSPs
  26. 26. 26 | MOBILE AUDIENCE. EVERYWHERE. Its important to reach an audience without incentivizing clicks or download. Look for partners with capabilities like: Quality traffic from premium publishers Coverage across App and Mobile Web inventory Automated tools to detected fraudulent traffic Non-Incentivized Traffic More engaged users = Higher LTV
  27. 27. 27 | MOBILE AUDIENCE. EVERYWHERE. Summary Targeting Campaign Set-Up & Optimization Mobile Optimized Conversion Flows Scale 1 2 3 4
  28. 28. 28 | MOBILE AUDIENCE. EVERYWHERE.
  29. 29. Jumptaps products may be protected under one or more patents www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com Thank You Ted McNulty Director Performance Advertising Jumptap 508-654-3670 ted.mcnulty@jumptap.com