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Tap That Ad: Engaging Mobile and Tablet Campaigns That Get Consumers’ Hands on Brands
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Your Facilitators
Todd PasternackDirector, Creative Technology@toddpasternack
Cat Spurway-HeplerSVP, Strategy and Marketing@CatSpurway
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A few questions to get to value…
What story are you trying to tell in your mobile campaigns?
What does a successfulmobile and tablet campaign
look like for you?
What are your KPIs for mobile?When do you start thinking
about mobile?
How Do I Get This Done?
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Engaging
Efficient
Effective
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Let’s get interactive…
Ask Questions!
Follow @PointRoll
Tweet along! #TapThatAd #iStrategy
Take your phone out… again.
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Let’s take the pulse.
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Is mobile a part of your overall marketing strategy today?
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Do you engage with ads on your mobile device?
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Have you used your mobile device to find a store or locate a product?
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I am checking my email as we speak
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The Big Picture
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Driving Value with 5 Key Digital Marketing Ingredients
InsightsReporting/Analysis OptimizationMetrics/KPIs
Future DecisionsEvaluate ROI
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Target, Segment, Customize, QA, Test, Analyze & Optimize
Ad Serving, Rich Media, Personalized Dynamic Ads, Site Content Campaign Management, Production and Measurement
Mea
sure
Mobile, TabletSocial/
FacebookDigital OOH,
SearchDisplay Ads
In Stream Video
AUDIENCE / TARGETING INFO
Open, Agnostic,Targeted
DATA Promotions, Messaging
Products, Offers, Inventory Feeds
CREATIVE ASSETS
Elements, Features, Functionality
Reach Consumers Wherever They Are; Efficiently & Effectively Engage
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5 Key Ingredients in Action
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Audience
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Data
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Data: Behavior
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vs.
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Data: Location
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Data: Your Products
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Distribution
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Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare.
The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June.
It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life.
Source: Mashable, Stan Schroeder
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Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare.
The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June.
It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life.
Source: Mashable, Stan Schroeder
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More than half (53%) of browsing done on mobile devices as of August is on Mobile Safari.
Source: NetApplications
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Creative
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Creative: Direct Response
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Direct Response: Tap Thru
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Direct Response: Tap To Call
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Direct Response: Tap To App
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Direct Response: Tap To Map
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Creative: Brand Awareness
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Brand Awareness: Video
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Brand Awareness: Video
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Brand Awareness: Use Touch!
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Brand Awareness: Use Touch!
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Brand Awareness: Accelerometer
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Brand Awareness: Accelerometer
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Mobile Dynamic Advertising
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Mobile Dynamic Advertising
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Performance
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Ad Effectiveness
1. Different Device, Different Behavior1. 61% increase in interaction rate on iPhone YOY
2. 92% tap-thru (CTR) on iPhone YOY
3. +30 seconds increased brand time on iPad YOY
2. The “Why” Difference Across Device1. iPhone: utility, tool , practical activities
2. iPad: content, consumption, leisure
3. Measure everything: interaction, time spent, activities including swipes, video and game plays, and more
4. Keep messages consistent, but align your metric goal with the device
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Mobile Metrics (Expandable Only) Q2 2010 vs 2011
2010 (Q2)
Campaign Type Interaction Rate
Time Spent Interacting/Brand
Time(seconds)
Mobile CTR Video 25%
Comp Rate
Video 50%
Comp Rate
Video 75%
Comp Rate
Video 100% Comp Rate
IPad 0.32% 17.41 0.02% 100.00% 82.89% 71.88% 66.23%IPhone 0.35% 26.69 0.04% 100.00% 89.90% 81.21% 74.82%Grand Total 0.33% 22.91 0.03% 100.00% 84.36% 73.85% 68.01%
2011 (Q2)
Campaign Type Interaction Rate
Time Spent Interacting/Brand
Time(Seconds)
Mobile CTR Video 25%
Comp Rate
Video 50%
Comp Rate
Video 75%
Comp Rate
Video 100% Comp Rate
IPad 0.30% 48.16 0.01% 60.01% 49.97% 43.99% 40.34%IPhone 0.90% 12.80 0.53% 70.01% 62.97% 59.51% 56.66%
Grand Total 0.47% 16.73 0.15% 62.68% 53.44% 48.14% 44.70%
*Includes Mobile "Expandable" impressions only*excludes campaigns < 10,000 mobile impressions
The Proof
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Your Turn
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In Closing
Overall:• Deliver value!• Use your 5 ingredients to engage and be more efficient and effective
With mobile:• Use the inherent features of the device• Plan your strategy around consumer usage behavior• Don't reinvent the wheel• Use the 5 ingredients to deliver value!
Follow/like us! @pointroll and facebook.com/pointroll
Engage! We’ll come to you or join us for Innovation Days• NYC: Tuesday Sept. 20th
• Chicago: Tuesday Sept. 27th
• Atlanta: October TBD – see Daryn or email [email protected]
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Cat - @Cat_Spurway
Todd - @ToddPasternack
#TapThatAd@PointRoll
Thanks!
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Trivia
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INSERT CHARTS/RESEARCH ON MOBILE MARKETING PENETRATION, DEVICES, ETC
