1. Mobile Display Advertising / Publicit numrique mobile Eric
C. Dufour Founder , Planning Media
2. Users behavior much different! MOBILE DISPLAY: Action:
Download or Experience 2008-2013 Planning Media SEARCH: I need this
lets start shopping. DISPLAY: This is interesting I want to know
more 3. Mobile is about action U.S. Mobile Coupons Users 2008-2013
Planning Media 4. Mobile display the #1 mistake marketers do.
2008-2013 Planning Media Mobile display is NOT an extension of your
display ad campaign Mobile display must have its own DEDICATED
strategy. 5. Google Enhanced Campaign new metrics for optimization
2008-2013 Planning Media 6. Metrics are different CTR: lower than
search but higher than display Optimize for conversions: # Coupon
downloads or Experiences delivered. 2008-2013 Planning Media
Downloads Calls Win Rate 7. Conversions: much different A mobile
lead is a potential customer action, not a sale or a free quote
2008-2013 Planning Media Regular display ad mobile display ad
DIRECT RESPONSE CONVERSION: Downloadable offers or instant rebate
8. Conversions: much different 2008-2013 Planning Media DIRECT
RESPONSE CONVERSION: Direct call to the advertiser. 9. Conversions:
much different 2008-2013 Planning Media BRAND AWARENESS CONVERSION:
Video views or augmented reality experience 10. Not just science:
Creatives are important 320x50: not big at all Call to Action is
your best friend! Use texts and display ads then measure. If you
operate a retail shop: Location. Location. Location Specific
Landing page Why not! On site or In-app? 2008-2013 Planning Media
11. Try manymany creatives 2008-2013 Planning Media Conversion:
Find a dealer No Location information Conversion: Get a Quote With
Location information 12. Proximity bidding: Retailers best friend!
Increases bids automatically when users are in a close radius
Strategy must be well prepared with the proper offer (Creative)
Available by RTB service providers or built your own model
2008-2013 Planning Media Bid 2x Bid 1x 13. And dont forget Mobile
Display Retargeting! Adapt the creative strategy based on the first
brand touch point Bid higher (enhanced campaign) Build an
alternative conversion funnel 2008-2013 Planning Media Plan a free
test drive today > Get it now > 1000$ instant rebate on the 3
series Bid 1.5x 14. Case study: Car Dealers & Instant Rebate
Geo-located campaign to the Montreal Area Bilingual Campaign
(French and English) 1000$ instant rebate on new Nissan 2013 models
Dedicated landing page with sign up to download Creatives with
Geo-Location information 2008-2013 Planning Media Statistics after
20 days of campaign Mobile CTR > 1% Mobile Conversion was
already reaching 2% 15. Your Mobile Display Advertising Guideline
Mobile is about action or experience Coupons / Rebates are HOT!
Mobile display requires a dedicated strategy (mandatory) Mobile
display requires dedicated creatives 2008-2013 Planning Media Test
Measure Optimize 16. Thanks 2008-2013 Planning Media
