Mobile Insights for Tech and Telco

AdDescription

"Bra

nd

s"

Aff

ord

abili

ty

Cal

l To

Act

ion

Co

mp

are

Co

ntr

act

Dea

ls

Dev

ice

Typ

e

DK

I

Free

Off

ers

Off

icia

l Sit

e

On

line

Ord

ers

Par

am In

sert

ion

Ph

on

es (

Gen

eral

)

Pla

ns

Pre

pai

d

Pri

ce/P

rici

ng

Sale

Save

/Sav

ings

Serv

ice

Ship

pin

g

Sup

erla

tive

s

Un

limit

ed

Ven

do

r/R

etai

ler

Wir

eles

s C

arri

ers

AdTitle

"Brands"

Affordability

Call To Action

Compare

Contract

Deals

Device Type

DKI

Free

Offers

Official Site

Online

Orders

Param Insertion

Phones (General)

Plans

Prepaid

Price/Pricing

Sale

Save/Savings

Service

Shipping

Superlatives

Unlimited

Vendor/Retailer

Wireless Carriers

Over a hundred thousand ads representing over

three hundred million impressions were analyzed

using Sep 2013 data.

Phrases were grouped into different ad variable

buckets, on which the performance was analyzed.

Phrases within each bucket needed to appear in

ads from at least 10 advertisers.

Phrases in buckets were sorted based on a

weighted average of positive ad quality and

impressions.

Good

Example: Our study results show that a carrier

ad with the Official Site in the title and Device

Type in the description has high ad quality.

Virgin Mobile® Unlimited | virginmobileusa.com

www.virginmobileusa.com/Unlimited

Get Unlimited Data & Messaging On A Prepaid Plan w/Virgin Mobile Now!

Great Poor Insufficient data

CarriersOfficial Site Official Site Official Site Save/Savings Unlimited

Device Type Call To Action Unlimited Unlimited Save/Savings

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Smartphones

– Brand

Official Site Official Site Official Site Official Site Official Site

Orders Apple Ipod Shipping Free


Smartphones

– Non-brand

Price/Pricing Holidays Service Price/Pricing Official Site

Device Type Phones (General) Wireless Carriers Offers Offers


TabletOfficial Site Save/Savings Online Online Online

Deals Shipping Param Insertion Shipping Call To Action


RetailersVendor/Retailer Device Type Device Type Deals Deals

Electronics Deals Call To Action Device Type Param Insertion


AccessoriesOnline Online Call To Action Electronics Electronics

Phones (General) Price/Pricing Electronics Orders Free


ReviewVendor/Retailer Param Insertion Vendor/Retailer Device Type Compare

Price/Pricing Price/Pricing Free Official Site Affordability


AdDescription

"Bra

nd

s"

Aff

ord

abili

ty

Cal

l To

Act

ion

Co

mp

are

Co

ntr

act

Dea

ls

Dev

ice

Typ

e

DK

I

Free

Off

ers

Off

icia

l Sit

e

On

line

Ord

ers

Par

am In

sert

ion

Ph

on

es (

Gen

eral

)

Pla

ns

Pre

pai

d

Pri

ce/P

rici

ng

Sale

Save

/Sav

ings

Serv

ice

Ship

pin

g

Sup

erla

tive

s

Un

limit

ed

Ven

do

r/R

etai

ler

Wir

eles

s C

arri

ers

AdTitle

"Brands"

Affordability

Call To Action

Compare

Contract

Deals

Device Type

DKI

Free

Offers

Official Site

Online

Orders

Param Insertion

Phones (General)

Plans

Prepaid

Price/Pricing

Sale

Save/Savings

Service

Shipping

Superlatives

Unlimited

Vendor/Retailer

Wireless Carriers

Official Site Official Site

Device Type Service

DisplayURL DisplayURL


Call To Action Save/Savings


Official Site Device Type

Unlimited Shipping


Save/Savings Official Site

Unlimited Shipping


Unlimited Param Insertion

Save/Savings Plans


AdDescription

pClick "Bra

nd

s"

Aff

ord

abili

ty

Ap

ple

Cal

l To

Act

ion

Co

mp

are

Dea

ls

Dev

ice

Typ

e

DK

I

Elec

tro

nic

s

Free

iPh

on

e

Ipo

d

Off

icia

l Sit

e

On

line

Ord

ers

Par

am In

sert

ion

Ph

on

es (

Gen

eral

)

Pri

ce/P

rici

ng

Sale

Save

/Sav

ings

Ship

pin

g

Sup

erla

tive

s

Un

lock

Ven

do

r/R

etai

ler

Wir

eles

s C

arri

ers

AdTitle

"Brands"

Affordability

Apple

Call To Action

Compare

Deals

Device Type

DKI

Electronics

Free

iPhone

Ipod

Official Site

Online

Orders

Param Insertion

Phones (General)

Price/Pricing

Sale

Save/Savings

Shipping

Superlatives

Unlock

Vendor/Retailer

Wireless Carriers


Orders Apple


Official Site Price/Pricing

Apple Online



Ipod DKI


Official Site Param Insertion

Shipping Online


Official Site iPhone

Free DKI


AdDescription

"Bra

nd

s"

Aff

ord

abili

ty

Cal

l To

Act

ion

Co

mp

are

Co

ntr

act

Dea

ls

Dev

ice

Typ

e

DK

I

Free

Ho

liday

s

Off

ers

Off

icia

l Sit

e

On

line

Ph

on

es (

Gen

eral

)

Pla

ns

Pre

pai

d

Pri

ce/P

rici

ng

Rev

iew

s

Sale

Save

/Sav

ings

Sele

ctio

n/V

arie

ty

Serv

ice

Ship

pin

g

Sup

erla

tive

s

Win

do

ws

Wir

eles

s C

arri

ers

AdTitle

"Brands"

Affordability

Call To Action

Compare

Contract

Deals

Device Type

DKI

Free

Holidays

Offers

Official Site

Online

Phones (General)

Plans

Prepaid

Price/Pricing

Reviews

Sale

Save/Savings

Selection/Variety

Service

Shipping

Superlatives

Windows

Wireless Carriers

Price/Pricing Device Type

Device Type Offers


Holidays Price/Pricing

Phones (General) Online


Service Official Site

Wireless Carriers Superlatives


Price/Pricing Holidays

Offers Deals



Offers Deals


AdDescription

"Bra

nd

s"

Acc

esso

ries

Aff

ord

abili

ty

Cal

l To

Act

ion

Cas

es&

Co

vers

Co

mp

are

Co

mp

ute

rs

Dea

ls

Dev

ice

Typ

e

DK

I

Off

icia

l Sit

e

On

line

Ord

ers

Par

amIn

sert

ion

Pri

ce/P

rici

ng

Qu

alit

y

Save

/Sav

ings

Sele

ctio

n/V

arie

ty

Ship

pin

g

Sto

re

Sup

erla

tive

s

Tab

let

Tab

lets

Ven

do

r/R

etai

ler

AdTitle

"Brands"

Accessories

Affordability

Call To Action

Cases&Covers

Compare

Computers

Deals

Device Type

DKI

Official Site

Online

Orders

Param Insertion

Price/Pricing

Quality

Save/Savings

Selection/Variety

Shipping

Store

Superlatives

Tablet

Tablets

Vendor/Retailer

Ad Copy Research Heat Map: Tablet

Official Site Save/Savings

Deals Shipping


Save/Savings Device Type

Shipping DKI


Online Save/Savings

Param Insertion Orders


Online Vendor/Retailer

Shipping Price/Pricing


Online Param Insertion

Call To Action Orders


AdDescription

"Bra

nd

s"

Acc

esso

ries

Aff

ord

abili

ty

Cal

l To

Act

ion

Cas

es&

Co

vers

Ch

arge

rs

Dea

ls

Dev

ice

Typ

e

DK

I

Elec

tro

nic

s

Free

Off

icia

l Sit

e

On

line

Ord

ers

Par

am In

sert

ion

Ph

on

es (

Gen

eral

)

Pri

ce/P

rici

ng

Qu

alit

y

Sale

Save

/Sav

ings

Sele

ctio

n/V

arie

ty

Ship

pin

g

Styl

e/Ty

pe

Sup

erla

tive

s

Ven

do

r/R

etai

ler

AdTitle

"Brands"

Accessories

Affordability

Call To Action

Cases&Covers

Chargers

Deals

Device Type

DKI

Electronics

Free

Official Site

Online

Orders

Param Insertion

Phones (General)

Price/Pricing

Quality

Sale

Save/Savings

Selection/Variety

Shipping

Style/Type

Superlatives

Vendor/Retailer

Online Call To Action

Phones (General) Deals


Online Call To Action

Price/Pricing Accessories


Call To Action Sale

Electronics Style/Type


Electronics Online

Orders Price/Pricing


Electronics Cases&Covers

Free Orders


AdDescription

pClick "Bra

nd

s"

Aff

ord

abili

ty

Cal

l To

Act

ion

Co

mp

are

Co

ntr

act

Dea

ls

Dev

ice

Typ

e

DK

I

Feat

ure

s

Free

Off

icia

l Sit

e

On

line

Par

amIn

sert

ion

Ph

on

es (

Gen

eral

)

Pla

ns

Pri

ce/P

rici

ng

Pro

du

cts

Rev

iew

s

Sale

Save

/Sav

ings

Sup

erla

tive

s

Tab

lets

Un

limit

ed

Ven

do

r/R

etai

ler

Win

do

ws

AdTitle

"Brands"

Affordability

Call To Action

Compare

Contract

Deals

Device Type

DKI

Features

Free

Official Site

Online

Param Insertion

Phones (General)

Plans

Price/Pricing

Products

Reviews

Sale

Save/Savings

Superlatives

Tablets

Unlimited

Vendor/Retailer

Windows

PC/Tablet Mobile

Vendor/Retailer DKI

Price/Pricing Reviews


Param Insertion Device Type

Price/Pricing Reviews


Vendor/Retailer Vendor/Retailer

Free Price/Pricing


Compare Param Insertion

Affordability Price/Pricing


Device Type DKI



-100% and -90% to

+300% (inclusive)**

*Smart Insights US data shows tablet conversions to be consistently within 15-20% of desktop/laptop (‘traditional’) conversions Q4 2012-Q4 2013

**Bid modifiers available in increments of “1” from -90% to +300%, or -100% to opt out of mobile ads

5.1%

2.9%

1.9%

1.3%

• Drive downloads: Promote app downloads

with Bing Ads on mobile tablet and PC

• Automatic device targeting: Automatically

targeted to specific users device and OS to link

to App Store, Google Play or Windows Store

• Actionable reporting: Measure installs and

engagement with mobile app

42

Thank You

Marketing

Mobile Insights for Tech and Telco