converting the mobile visitor by phoebe hanley

Converting the Mobile Visitor

Phoebe Hanley, Director, Ad Management, SocialCode

1 #SMX #14C @PhoebeHanley 1 #SMX #14C @PhoebeHanley


@PhoebeHanley Director of Ad Management, SocialCode

Marketing, Decoded. SocialCode is a technology and insights company that manages digital advertising for the world's leading consumer brands.


4 #SMX #14C @PhoebeHanley

Largest Media Spender For Large Consumer Brands

Questions We’ll Answer 1. Why do marketers need to master mobile advertising? 2. How do “ID-based” platforms like Facebook create a compelling mobile advertising opportunity. 3. Where does mobile fit into branding versus engagement versus direct response initiatives? 4. How can marketers use mobile campaigns on ID-based platforms to impact a larger marketing agenda?


Why Marketers Must Master Mobile



Time Spent With Mobile Is Skyrocketing Mobile overtook desktop in terms of time spent for the first time in 2014.


Key Placement For Reaching Young Consumers An emerging generation of young consumers views the world through a mobile lens.

1 in 5 Millennials access the web exclusively through mobile. - comScore

$200B: Millennial Spending Power

The ID-Based Mobile Marketing Opportunity


Why Brand Marketers Are Moving TV Dollars To Digital 10 #SMX #14C @PhoebeHanley

The Cookie Is Crumbling

Cookie are an ineffective way to measure digital campaigns when mobile marketing is a must.


The “ID-Based” Alternative ID-based advertising means investing in platforms on which people provide a lot of information, spend a significant amount of time and are addressable across devices.


Mobile Time Spent

Facebook is the top-trafficked mobile application in the United States.

15 percent: The portion of total mobile time dedicated to addressable, social platforms. – BI Intelligence

798 million: Number of mobile daily active users on average.

40 minutes: The amount of time people spend browsing their Facebook News Feed each day.

30 percent: The portion of total Facebook users that access their account from a mobile device only.


Cross-Device Understanding

Marketers can reach billions of people wherever they are.

32% Desktop conversions that start with mobile search.

Facebook incentivized the richest consumer database in the world.

Segmented Creative

Facebook offers 1,800 signals for targeting. This means marketers can serve personalized mobile messages.


Mobile’s Role Throughout The Purchase Funnel


Branding and Awareness

Engagement

Direct Response

SALES SALES SALES SALES



Branding and Awareness Recommendation: Drive 100% of budget into mobile.


Awareness and Affinity, At Low Cost




20%: How Much More Efficient

Mobile CPMs Are Compared To Desktop

Why Brand Marketers Are Moving TV Dollars To Digital






70%: Percent of People More Likely

To Engage With Mobile Content







70%: Percent of People More Likely

To Engage With Mobile Content

3.3x: Increased Return of

Engagements and Clicks




Limitless Creative Options

Beautiful ad units, including video, allow marketers to tell stories that combine site, sound and motion.


Premium Visibility

Ads in the mobile News Feed consume the entire experience.


Engagement Recommendation: Create, grow and maintain the audiences that will be most valuable for direct response.

Website Custom

Audience Fans Video

Retarget

Lookalikes

Custom Audience

Mobile App

Users


Case Study: Awareness and Installs In Sequence

Goal: Drive low-cost mobile app downloads for a F100 retailer.



Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content.

Audience Segments

20M-Person CRM List

Users who viewed video to :03

Users who completed

video



Goal: Drive low-cost mobile app downloads for a F100 retailer. Strategy: Target 20M person broad audience with awareness video; retarget viewers and completers with download content. Results:

Audience Segments

20M-Person CRM List

Users who viewed video to :03

Users who completed

video

10% more cost

efficient


Direct Response Recommendation: Test the most efficient placement; look for insights about mobile audiences.

The average American now has 4 devices. - Nielsen

67% of people start shopping on one device and continue on another. - Forrester


Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Results:

32%: Mobile ads ignited action 32% more efficiently on mobile compared to desktop


Case Study Pt. 1: Mobile Drives Most Efficient Actions Goal: Drive low-cost quote finishes on a F100 insurance brand’s website. Strategy: Tested the same creatives with the same test budgets on mobile and desktop to determine which placement ignited action most efficiently. Insights:

50%: Half of conversions attributed to mobile occurred on desktop. – Facebook’s cross-device reporting product

15%: A much smaller portion of mobile-first users converted on desktop.


Mandates Understand the path to purchase Gain creative insights

Extract audience learnings

Inform a larger marketing agenda

#SMX #14C @PhoebeHanley

Thank You!

[email protected]


converting the mobile visitor by phoebe hanley

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