How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai

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My mobile advertising presentation at MadWorld Dubai - 14 May 2013.

Text of How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai

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Agenda

Understand the Path to Purchase

Know Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign (Case Studies)

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Steve Jobs Proclaimed that Most Mobile Advertising Really Sucks during the launch of Apples 7th Tent Pole iAds.

In 2010

Mobile Advertising Really Sucks!

People dont like ads on their screens

Put simply

He Was Right

Mass communication is not the way to engage with a consumer on a mobile phone. You must know the consumer intimately and use the mobile phone to provide them with true utility and value. Give them what they need and help them stay on top of their lives. Then your brand will start to live up to the expectations they have of a lover.

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Source: Microsoft Advertising/BBDO: Meet the Screens 10/28/11

Mobile is The Lover

Attention-Grabbing, Clickable Ads Deliver the right value at the right time

Agenda

Understanding the Path to Purchase

Understand Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign (Case Studies)

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Understand The Mobile Consumer Decision Journey

2. Consumers add or subtracts brands as they evaluate what they want.

1. Consumers consider initial set of brands based on perceptions + exposure to recent touch points.

3. Consumers select brand at moment of purchase.

4. After purchase, consumers build expectations based on experience to inform next decision journey.

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Source: The consumer decision journey | McKinsey & Company

Agenda

Understand the Path to Purchase

Know Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign (Case Studies)

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Understand Your Consumer to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Understanding Mobile Consumer

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Research Keywords Used By Mobile Users

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Use Analytics for Insights on Mobile Behaviour & Needs

Research Industry Mobile User Behaviour

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Source: Nielsen

Understand the Path to Purchase

Know Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign (Case Studies)

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Agenda

Why Do You Want to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase?

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Understand the Path to Purchase

Know Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign (Case Studies)

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Agenda

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Choose Your Preferred Type of Mobile Advertising

Add Value to Consumer Decision Journey

2. Provide informative search ads, mobile friendly website and useful apps that answer customer questions

1. Use rich media ad formats, videos and immersive brand experiences to increase brand awareness and engagement

3. Use search, location based ads and mobile functionality such as QR Codes to target your audience in the right place at the right time with the right offer.

4. Enable social functionality to allow your consumer to share positive brand experiences and be ready to respond to negative ones

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LocationLocal RewardsCheck-insDirections

TechnologyCameraVideo/IVRMotionTouch Screen

Sharing CapabilitiesSocial Media (e.g. Facebook, Twitter)Networking (e.g. BBM)

Leverage Mobiles Unique Technology

Leverage Technology to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

AXA Insurance Case StudyApple iAd

How AXA Created Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Add convenience: Banking apps let people pay their bills online.

Offer unique value: Retail apps let commuters order groceries while waiting for their trains.

Provide social value. Apps on Facebook and other sites let users send gifts to friends.

Offer incentives. Apps that give away mobile minutes, or check-in rewards can entice customers.

Entertain. Capitalize on popularity of mobile gaming to build brand awareness and engagement.

Use Apps to Build Awareness, Engagement & Loyalty

TESCO Korea Mobile Case Study

How TESCO Created Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Set Up A Campaign With Google Adwords

Simplify Path to Purchase With Smarter Campaigns

Use Enhanced Campaign Extensions for Better Conversions:OfferLocation Click to Call

Adjust Your Messaging Based DeviceLocationTime of Day

According to Googles Surojit Chatterjee, Group Product Manager of Global Mobile Search Ads, When an advertiser uses click-to-call ads with call extensions and location extensions, we see an average CTR increase of 6-8%.

Goals Promote T-Mobile wireless phone plans Drive online users to T-Mobile website and store locator Drive mobile users to visit T-Mobile stores

Approach Google mobile ads with location extensions Mobile-specific ad copy

Results (1 month) Drove 162,000 users to company website Achieved 13% CTR from users clicking through to store website from location extension ads Generated 20,000 phone calls to stores in one month

T-Mobile Case StudyGoogle Mobile Ads

Use Free Tools to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Use Free Ad Creation Tools

Volvo Engagement Through Mobile Display & Video Ads

Goals Drive awareness for Volvo Increase favourability for S60

Approach Partnered with Google and AdMob Incorporated video with an opportunity to engage and interact

Results Measured a 240% increase in favourability Most consumers engaged for one minute Saw an 88% increase in purchase intent

Use Analytics To Improve Your Attention-Grabbing, Clickable Ads To Simplify The Path To Purchase Even Further

To Summarize

Understand the Path to Purchase

Know Your Mobile Consumer

Define Your Campaign Objectives

Create Your Campaign

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

Questions?

How to Create Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase

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AXA Insurance Case StudyApple iAd

How AXA Created Attention-Grabbing, Clickable Ads That Simplify The Path To Purchase