mobile campaign magic - adweek
TRANSCRIPT
![Page 1: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/1.jpg)
![Page 3: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/3.jpg)
Agenda
● Aligning campaigns with goals
● 4 types of new campaigns
● What does this look like in real
life?
![Page 4: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/4.jpg)
How to measure campaign success
![Page 5: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/5.jpg)
Campaign success
● Define your audience
● Plan your channels
● Define campaign objectives
● Know your marketing funnel
![Page 6: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/6.jpg)
Audience
Prospects Customers Advocates
![Page 7: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/7.jpg)
Channels
![Page 8: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/8.jpg)
Objectives
Awareness Consideration Conversion Post engagement
![Page 9: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/9.jpg)
Marketing funnel
![Page 10: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/10.jpg)
Marketing funnel
![Page 11: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/11.jpg)
Mobile campaign strategies
![Page 12: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/12.jpg)
Burst campaigns to boost your app to the top charts
Purpose: The goal is to get as many paid installs as possible – boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.
![Page 13: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/13.jpg)
When to ‘burst’
● Launching a new app● Experiencing a lull ● Preparing for
seasonality
![Page 14: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/14.jpg)
Why burst campaigns get a bad rap
Potential for Poor Quality UsersThe most prominent drawback to burst campaigns is the potential to produce low-quality users.
Incentivized AdsBurst campaigns are often fueled by incentivized ads (ads that offer the user points, digital currency, or some other reward for installing the app or completing a certain action).
![Page 15: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/15.jpg)
Campaign best practices
1. Consider timing2. Use multiple advertising
channels3. Take advantage of analytics4. Rotate your creative5. Accurately calculate ROI
ROI = Sum of Lifetime Value(LTV) of paid users acquired + Sum of LTV of organic users derived from the campaign – Cost of Ads bought
![Page 16: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/16.jpg)
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
ResultChallengeBoost client’s
fitness app into top of iOS charts
to maximize organics
Leveraged a mix of rewarded & non-rewarded media to drive velocity of
downloads
Calculated optimal ranking position needed for highest number of organic
installs
Achieved & maintained top 5 ranking in Tier 2 countries
Discovered optimal ranking was outside of top 5 for
Tier 1
Fetch Fitness Client: Burst Case Study
![Page 17: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/17.jpg)
Picking the right ad partner for a paid campaign
● Which partners deal specifically with the iOS platform in Eastern Europe?
● Which partners promote installs in addition to clicks? (which partners have a high conversion rate?)
● Which partners generate the highest RPIs?
![Page 18: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/18.jpg)
Picking the right ad partner for a paid campaign
![Page 19: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/19.jpg)
+
![Page 20: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/20.jpg)
Deeplinking
• Linking to a specific part, page, or state of a mobile app
• Sends the user to a richer mobile experience
![Page 21: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/21.jpg)
Link to a particular product on your website:http://www.gilt.com/product/123
Link to a product screen in your mobile app: gilt://product/123
Example Web vs Deep Link URL
![Page 22: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/22.jpg)
● Improve user experience● Increase conversion rates● Better target your advertising
Campaign best practices
![Page 23: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/23.jpg)
● Remove obvious steps.● Fill in known information.● Make them do as little as
possible.● Send them to relevant
screen in-app.
Improve User Experience
![Page 24: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/24.jpg)
● Create relevant content● Limit the steps between Call-to-
Action (CTA) and the offer as much as possible.
● Ideal: do everything but hit the “buy it now” button for them.
Increase Conversion Rates
![Page 25: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/25.jpg)
● Target users with specific ads to re-engage them.
● Measure events for targeting data.
● Send event data to ad partners for targeting.
Targeted advertising
![Page 26: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/26.jpg)
THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
SolutionLeverage retargeting technology
in early 2013
Test & learn among top retargeting partners
Over 2 year period grown basic segmentation →
advanced with S2Sintegration, dynamic
creative & API product feed
Result24X more ROI
positive than avgUA campaign.
ChallengeRetarget travel
client’s high value or lapsed/dormant
users
Fetch: Retargeting Client Case
![Page 27: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/27.jpg)
Timing of acquisition campaigns
In an effort to provide insight into the timing of user acquisition campaigns, we conducted a study that examined paid installs associated with more than 1,000 iOS and Android gaming apps in the US over a 13 month period.
Measured the performance of install volume and install rates (installs/ad clicks) of the following intervals and events:
● Weekdays vs. Weekends● Month-by-Month● Paydays● Prominent US Holidays
![Page 28: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/28.jpg)
Weekday vs Weekend
Takeaway: While you will likely see higher volumes on weekends, don’t
expect your install rates (install/ad
clicks) to improve much when you compare them to
weekdays.
![Page 29: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/29.jpg)
Month by Month
Takeaway: Late autumn and early winter months have higher install volume and install rates.
![Page 30: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/30.jpg)
Payday$
Takeaway: Install volume and install rate are not affected by paydays.
![Page 31: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/31.jpg)
US holidays
Takeaway: On average, holidays drive more installs and have a higher install rate than non-holidays.
![Page 32: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/32.jpg)
Media Consumption vs. Media Response Media Consumption vs. User Value
![Page 33: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/33.jpg)
User Value Weekdays vs. Weekends
![Page 34: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/34.jpg)
Questions?
![Page 35: Mobile Campaign Magic - Adweek](https://reader031.vdocuments.mx/reader031/viewer/2022021813/58895a411a28abef658b5725/html5/thumbnails/35.jpg)