3Ton30: Build a Mature Mobile Strategy with 4 Targeting Tactics

BUILD A MATURE MOBILE STRATEGY WITH4 TARGETING TACTICS

Noor Naseer - Director, Mobile#3Ton30

IN 2016

WE HAVE DELIVERED GREAT RESULTS FOR:2,000+ Agencies

6,000+ Brands

200,000+ Campaigns

FOUNDED IN

2001$375MM+

DIGITAL MEDIA

SPEND LAST YEAR

INNOVATORSIN AD

TECHNOLOGY

650+CENTRONS IN

37 NORTH AMERICAN

OFFICES

WELCOME TO

DIGITAL INSIGHTS IN 45 MINUTES OR LESS

This month’s feature: Mature Mobile Strategy

THIS WEBINAR IS RATED:

BEGINNER

MASTER

EXPERIENCED

Director, Mobile#3Ton30

NOORNASEER

YOUR EXPERT TODAY:

MOBILEMILESTONES AHEADMobile ad spend is

expected to surpass

$100 BILLION Mobile will account

for more than

for the first time

of all digital ad expenditure 50%

— eMarketer

ADOPTION ISUBIQUITOUS

In 2015 nearly

— Pew Research Study 2015

20% OF AMERICANS

relied on smartphones exclusively to access the

internet

Adults 18-54 are at smartphone

penetration rate upwards of

— Mobile Comscore

90% — eMarketer

In 2016, mobile users will spend

3 HOURS AND 15 MINUTES A DAY

using apps +

51 MINUTES A DAY doing web

browser activities

AS CONSUMERS WE’VE BECOMEMOBILE-DEPENDENT.

AS ADVERTISERS WE HAVE, TOO.

TRADITIONALDESKTOP ACTIVATIONS DON’T WORKIN A MOBILE ENVIRONMENT

IN 2016, “JUST DOING MOBILE”IS NO LONGER ENOUGH

POP-UP POLL!

Leveraging their unique locale/geography

Informing them about your brand or new product considerations

Continuously pulling your consumer into the purchase funnel

a

b

c

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WHAT TACTICS ARE YOU USING TO REACH YOUR TARGET MOBILE CONSUMER?

Reconnecting with them after they seek to learn more about your products or services

d

4 TARGETINGTACTICSFOR A MATUREMOBILE STRATEGY

MOBILE RETARGETING

1

CROSS-DEVICETARGETING 2

VIEWABILITY3

MOBILE LOCATION TARGETING4

TARGETING TACTIC #1: MOBILE RETARGETING

Review: In the desktop space…

Potentialcustomer They visit your site… They leave without

checking out…

Later, theysurf the web…

Your ad recaptures interest,bringing them back…

Your potential customers turninto your happy customers

TARGETING TACTIC #1: MOBILE RETARGETING

Evaluate: The Mobile Journey…

Potentialcustomer

Visits amobile website

Visits amobile app

X

MOBILE RETARGETING

REAL TALK

What it really meansApp re-marketing

Ad retargeting

MOBILE RETARGETING

HOWTO USE IT

Buy on a cost-per-site visit

Target on post-click actionsto owned mobile sites

TARGETING TACTIC #2: CROSS-DEVICE

TARGETING

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Consumers split time across multiple screens

CROSS-DEVICETARGETING

WHYUSE IT

Effective way of moving consumers through the purchase funnel

Analyze performance for audiencesacross multiple devices

CROSS-DEVICETARGETING

REAL TALK

2 means of identification:

Deterministic1

2 Probabilistic

Prioritize unique insight gathering across screens

CROSS-DEVICETARGETING

HOWTO USE IT

Establish goal(s) focused on cross-device targeting

Build creative that leverages sequential messaging

TARGETING TACTIC #3:VIEWABILITY

Desktop vs. Mobile

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Viewability is an online media metric aiming to track only those

impressions that users can see

Exact standards for mobile have not been defined

viewable ad

TARGETING TACTIC #3:VIEWABILITY

Desktop vs. Mobile

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Average viewabilityrates are around

-Think with Google50%

REAL TALK

VIEWABILITY

WHYUSE IT

Enables you to account for placements the user can see

Provides critical insight into ad effectiveness

VIEWABILITY

HOWTO USE IT

Find an MRC-accredited partner

Leverage partners that measure viewability, without compromising other KPIs or targeting tactics

Assess how viewability plays a role inoverall campaign CTR and post-click activity

TARGETING TACTIC #4: MOBILE LOCATION TARGETING

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MOBILE LOCATION TARGETING

WHYUSE IT

Reach the right user based on foot traffic patterns, lifestyle, habits, and more

Assess offline attribution and sales lift

MOBILE LOCATION

TARGETING

HOWTO USE IT

Gather location-based insightsand assess various offline attribution opportunities

when needed

Build custom location segments; test against one another

Assess real-world location segments against digital audience segments

WHAT ARE THE TAKEAWAYS?

SO, NOOR,

Get a sense of cross-screen attribution and where your customer is connecting with you

Find Your Audience Across Screens

Leverage Location and Site Visit DataUse powerful location data to drive consumers to shop online and in stores

Determine how media partners are accounting for this type of measurement

Assess Viewability

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GET STARTED TODAY

Reach that mobile consumer who has visited your brand’s site or app to drive them to purchase

Retarget Consumers More Effectively

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The Many Faces of Ad Fraud

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THANKYOU.

Noor NaseerDirector, Mobile

#3Ton30