point roll - istrategy atlanta

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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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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 dschwartz@pointroll.com

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Cat - @Cat_Spurway

cspurway@pointroll.com

Todd - @ToddPasternack

tpasternack@pointroll.com

#TapThatAd@PointRoll

Thanks!

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Trivia

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INSERT CHARTS/RESEARCH ON MOBILE MARKETING PENETRATION, DEVICES, ETC