beyond click-through rates: measurement and mobile
DESCRIPTION
Presented at Ad Monsters Ops Mobile - April 19, 2012TRANSCRIPT
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Beyond Click-Through Rates: Measurement and Mobile
John Egan
GM, Mobile
Miniclip America
@jegania
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Source: emarketer, Sept. 2011
The Landscape
Projected, Realistic Growth
•US Mobile Ad Spending will
grow
• The market pace is dizzying
•Brand advertisers are active,
but inconsistent in their
approach
•Online incumbents are not
dominant here
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The Landscape
Opportunity & Challenges
•Operational expectations are grounded in
online practices
• Those expectations are flawed!
≠
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Title
A global game publisher
that produces original,
free-to-play games
A global game publisher
that produces original,
free-to-play games
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65 Million players worldwide
monthly
Source: Google Analytics, approximate monthly average
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Online and Mobile.
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-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Mobile Growth
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Source: Flurry Analytics, January 2012
US Mobile
App Consumption,
Time Spent per
Category
Games are the dominant activity in Mobile.
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“The Great Mobile Ad Spending Gap” 2011 US Ad Spending vs. Consumer Time Spent by Media
• Opportunity
• Challenges
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
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Online.
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And Mobile.
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What Our Clients Are
Saying About
Mobile
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“…We know we need to be there…but
we don’t really know how to approach
it and what to do with it.”
Stacey – Digital Activation, Starcom
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“…With the ad networks, I start
campaigns with a site list this big, but
when I ask for a report at the end,
the list is this big.
…Running blind just sucks.”
Rebecca– Media Director, 4D
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“..The space is still very fragmented
and nothing has been standardized…it
makes running mobile across multiple
partners a ton of work.”
Ryan–Operations Manager, Goodby Silverstein
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Why is this Challenging?
• Specifications (Not Enough)
• Fragmentation (Too Much)
• Systems Alignment (LOL)
• Reporting and Metrics (CTR?!)
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Specifications
.PNG .MPEG4
Creative MANY Options for Ad Serving
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Specifications
24%
Apple
15%
Millenial
Media
17%
Other
44%
US Mobile Advertising Market Share
Source: Excerpt – IDC Report: “U.S. Mobile Online Advertising Sizing and Vendor Market Shares”
“Other” is the Market Leader
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Specifications
.PNG .MPEG4
Creative Ad Server
Predicting Functionality for “Other” is….Tricky
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Specifications
.PNG .MPEG4
What Developers HATE
• Multiple Ad
Serving SDKs
• Destabilizes App
• Bloats App
• Updates!
Creative
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Specifications - Solution
.PNG .MPEG4
Creative MRAID Compliant Ad Server
Controller Serves a bridge that
can integrate HTML
based ads
Container Allows rich media ads
to display in apps
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Fragmentation
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Fragmentation - Solution Plan on three sizes for Fullscreen ad units
480x320
“Portrait”
320x480
“Landscape”
300x250
“Flex”
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Systems Alignment
.PNG .MPEG4
Creative Ad Server 3rd Party Tracking
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Systems Alignment
---- Original Message ----
From: xxxxxxxxxxxxxxxxxxxxxxxx
Date: April 9, 2012 4:23 PM
Subject: Mobile Ad Serving / Tomorrow’s Launch
To: xxxxxxxxxxxxxxxxxxxxx
Hello,
Just wanted to reach out and make sure that you are all aware that
Vindico will also be required for the mobile ad tracking for
xxxxxxxxxxxxx as well.
Thanks!
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Systems Alignment - Solutions
.PNG .MPEG4
• Test in Advance
• Check for <10% Discrepancies
• Communicate!
0.4% Discrepancy
(iOS only)
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Critical Path
3rd Party Impression Tracking - iOS
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 1.08% 1.69% 6.22% -2.43%
Celtra Rich
Media -0.42% Testing Testing Testing
3rd Party Click Tracking - iOS
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 2.62% 4.82% N/A -12.43%
Celtra Rich
Media 28.89% Testing Testing Testing
What Works for Us • 3rd Party Variance / Miniclip Numbers = %
• Negative Indicates 3rd Party Numbers were lower
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Potential Discrepancy
Causes
Ongoing: Discrepancies
Connection Loss
Latency
File Size
Cachebuster
Browser / Device
• Unique Challenges in this Medium - especially for Clicks
• Advise Using 3rd Party and Publisher Reporting
• Communicate!
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Critical Path
3rd Party Impression Tracking - Android
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 1.08% 4.22% 7.62% -0.13%
Celtra Rich
Media N/A N/A N/A N/A
3rd Party Click Tracking - Android
Ad Product DFA MediaMind Pointroll Atlas
.PNG Image
Ads 2.62% 6.25% N/A -38.71%
Celtra Rich
Media N/A N/A N/A N/A
What Works for Us • 3rd Party Variance / Miniclip Numbers = %
• Negative Indicates 3rd Party Numbers were lower
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96 Apps…
Ongoing: “Rich Media Gap”
Ad Server SDK
Requires Updates
Schedule Varies
by App and by
Developer
• Updates Required
• Confirmation Required
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Programs
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1.86%
8.77%
2.20%
17.58%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Banner Interstitial
Network
Direct
Measurement • Yes. Direct Sold Campaigns Outperform Networks on Our Apps
• Clicks? Is this 2004?
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18.50%
13.93%
12.14%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Banner + Interstitial + Video
Banner + Interstitial
Interstitial Only
% of Respondents to Correctly Recall Brand Advertiser
Source: User Survey
Mobile Does Drive Brand Lift…
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18.50%
13.93%
12.14%
8.92%
11.07%
20.49%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Banner + Interstitial + Video
Banner + Interstitial
Interstitial Only
…But CTR is NOT Brand Lift
Source: User Survey, Ad Server Performance Metrics
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Example Metrics Reporting
• Impressions
• Clicks
• Video Starts
• Video Completions
• Gameplays
• Replays
• Custom Actions Expansions from Banner to Fullscreen
Video Starts
Impressions and Expansions
Example Report: Expandable Video Interstitial
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ADVOCACY
COMPLETION
PARTICIPATION
EXPOSURE • Impressions
• Share Of Voice
• Captured by Ad Server
• Interaction / Clicks
• Views / Plays / Installs / Downloads
• Captured by Ad Server & Rich Media
• Finishes
• Completed Video Views
• Captured by Rich Media
• Likes
• Follows
• Shares
• Captured by Rich Media
Time ACTION
Mobile Engagement Funnel
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Compare Performance by:
• Platform
• Device
• Game Genre
• Creative
• Trailer
Example Outcomes
• Metric: Expand Rate
Sports Games outperform Puzzle by 2x
• Metric: Complete Landing Page Action
YouTube outperforms Twitter by 4x
Insights from Programs
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26%
48%
26%
Did You See the "Puss in Boots" Movie? Yes!
Not Yet
Nope
Ongoing: Post-Campaign Effectiveness
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WIN
“One Digital Budget”
Mobile + Online + Social
Respect Audience Behavior
1:45 average session length =
:15 Video. MAX.
FAIL Mobile Budget, Online Budget,
Social Budget, Test Budget…
Repurposed TV Creative
Interruptive & Interminable
ADD. New Games, New Content,
Relevance & Familiarity
AD. “Click Me!”, “Install Me!”,
Everywhere & Nowhere
Best Practices (1 of 2)
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Best Practices (2 of 2)
Plan for Fragmentation – build multiple creative sizes
Ask if the ad server and creative are MRAID compliant
Talk about prior experiences with 3rd party tracking
Has that exact combination been tested before?
Define the metrics that matter
Communicate!
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Thank you & next steps… John Egan
GM, Mobile
Miniclip America
@jegania
Meet The Mobile Gamers Infographic:
http://playstartshere.com/mobile/Large-graphic-V5-150-dpi.jpg
About:
http://corporate.miniclip.com/page/view/advertising/