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1 Mobile Advertising Tools & Tactics | 1 FunMobility Ad Units | ‹#›
Mobile Advertising: Tools & Tactics
The presentation will begin shortly! Hosted by: Matthew Summers Moderated by: Kevin Almeida
2 Mobile Advertising Tools & Tactics | 2 FunMobility Ad Units | ‹#›
FunMobility connects brands and audiences through fun & engaging mobile marketing.
FunMobility Client Brands
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HOW can we TARGET
our ideal AUDIENCE
and increase sales?
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Today’s Agenda
1. Real World Examples 2. Targeting An Ideal Audience 3. Increase Sales 4. How it all works
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1. Real World Examples
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Initial Audience Targeting: • Millennials • Close proximity to stores • Interest in: Pizza, Coupons.
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Learned Audience Optimization: • Specific audience interests outside product (sports,
consumer goods, music, dog-owners, etc. ) • Top-performing geos • Best times of day, best days of the week • Which platforms saw the most engagement
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Audience Size +100%
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Cost per acquisition
-54.54%
Results after 6 months of optimization
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2. Targeting An Ideal Audience
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Shopper ID
At the start of a campaign, your knowledge of an individual shopper is limited The shopper ID has not “matured”.
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Shopper ID Post-Purchase Data • Purchase History • Intent • Spending Habits • Product Interests
Social ID • Posts and Shares • Interests • Activity History • Location
Device ID • Web & App IDs • Interests • Activity History • Location
Email/Phone • CRM • Interests • Activity
History FM Data Partners
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Personalization: As you collect data, your audience “matures”.
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3. Increasing Sales
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The “Mobile” Mindset
Think • Immediate results • Faster connectivity • Social Participation
Do • Search • Share • Engage
Feel • Connected • Comfort • Instant Gratification
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Agile Mobile Media: Optimized For Engagement
$1.64&
$0.75&
Cost&Per&&Engagement&
Digital'Meda'Agency'FunMobility'Nanosite'Powered'
Impressions
Clicks
Brand Engagement
Opt-In & Return Visits
Typical Digital Media: Optimized for Views and Clicks
Agile Mobile Media : Optimized for Engagement, Opt-Ins & Returns
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What are consumers looking for?
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“78% of consumers say that companies’ social media posts impact their purchases”
- Forbes
Convert your paid audience to an owned audience
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3. HOW it all works
FM PROSPECTING FM OPTIMIZATION FM RESULTS
CAMPAIGN SETUP BID FACTORING RESULTS
INVENTORY DATABASE
CAMPAIGN CONTENT
BEHAVIORAL OPTIMIZATION
INVENTORY OPTIMIZATION AUDIENCE INSIGHTS
DATA INTEGRATION
PERFORMANCE CRITERIA
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Campaign Setup Geo-Targeting
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Campaign Setup
Data Integration
Performance Criteria Campaign Content
Inventory Database
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3. HOW it all works
FM PROSPECTING FM OPTIMIZATION FM RESULTS
CAMPAIGN SETUP BID FACTORING RESULTS
INVENTORY DATABASE
CAMPAIGN CONTENT
BEHAVIORAL OPTIMIZATION
INVENTORY OPTIMIZATION AUDIENCE INSIGHTS
DATA INTEGRATION
PERFORMANCE CRITERIA
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Bid Factoring Behavioral Optimization/inventory optimization
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Bid Factoring
“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.”
- Theodore Roosevelt
Behavioral & Inventory Optimization with bid factoring ensures that each dollar spent is on consumers that convert.
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3. HOW it all works
FM PROSPECTING FM OPTIMIZATION FM RESULTS
CAMPAIGN SETUP BID FACTORING RESULTS
INVENTORY DATABASE
CAMPAIGN CONTENT
BEHAVIORAL OPTIMIZATION
INVENTORY OPTIMIZATION AUDIENCE INSIGHTS
DATA INTEGRATION
PERFORMANCE CRITERIA
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Results: Lookalike Audience Targeting As you capture/ingest relevant email addresses, we cross reference data associated with that address to create a dynamic lookalike audience with similar behaviors & interests • Target with display media to reach new & relevant
consumers • 3.3x higher conversions vs. demographic/interest
targeting • 60%-70% lower CPA vs. demographic/interest
targeting
Email Database Lookalike Audience
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Results: Audience Insights
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Results: Audience Insights
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Results: Audience Insights Once you’ve analyzed the post click data, re-use audience
insights as a data layer for your next campaign.
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Questions? Contact us:
www.funmobility.com
Hosted by: Matthew Summers Moderated by: Kevin Almeida