post install performance – how to get roi from mobile_stephen rumbelow
TRANSCRIPT
www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Post-Install Performance – How to Get ROI from Mobile
Stephen Rumbelow, Group CEO
26th October, 2016
Slide 2 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Optimise – about us
An International Performance Marketing company, delivering world-class Affiliate, Mobile & Rewards solutions for over 800 brands in Europe, Asia-Pacific &
Latin-America
APAC Europe LATAM
Australia | India | Indonesia | Singapore UK | Poland Brazil
Slide 3 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Optimise – our journey
| 2014 – first mobile CPI campaign in India
| 2014 – Asian market wanted high volume at low cost
| 2016 – Asian market demands stringent quality KPIs
| Mobile is very different to Affiliate (desktop)
| But it’s also the same – performance & ROI are king
| The performance model is unique, but mobile
presents it’s challenges
| This is our journey to share with you…
Slide 4 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
4.2mapp events
150+campaigns
250+mobile affiliates
20+countries
In the last 12-months we’ve delivered…
Optimise - Global Mobile Affiliate Network
APAC Europe LATAM
Australia | India | Indonesia | Singapore UK | Poland Brazil
Slide 5 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
3key Mobile challenges
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?
Slide 6 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
3key Mobile challenges
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?
Slide 7 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
The business challenges…
| Apart from App stores, Google &
Facebook, what else can you do?
| What does the mobile ecosystem look like?
| How does the mobile market work?
| How do I get visibility and transparency?
| How to I avoid poor quality traffic?
| How do I avoid margin reduction and
rebrokering?
Mobile – where do you advertise?
Slide 8 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
Where you can buy
Mobile – where do you advertise?
Mobile Web
| Access more publisher inventory –
building a purposed App isn’t a priority
for all!
| Cross platform compatibility - you can
reach your mobile web audience
across a variety of platforms using just
one version of an ad
| More difficult to track user behaviour so
you may not reach your target
audience
Slide 9 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
Where you can buy
Mobile – where do you advertise?
Mobile In-App
| Customers will see your ads - 81% of UK consumer’s mobile time is spent in-app 1
| Better attribution – you can users’ interactions within a mobile ad and increase CVR and ROI
| More audience targeting options - you reach highly targeted audiences based on their location, demographics, context etc
| Mobile ad types aren’t created equal – multiple ad types and sizes, with differing CVRs
1. eMarketer
Slide 10 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
How you can buy it
Mobile – where do you advertise?
Mixture of programmatic and traditional media
buying
Slide 11 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11 Mobile – where do you advertise?
How you can buy it
Benefits of Programmatic buying:
| Improved targeting capabilities
| More data & insights
| More transparency
| Efficient, integrated buying
| Faster launches across all devices
| Greater media efficiency
| Greater agility, efficiency and scalability
Slide 12 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
Who you can buy from
Mobile – where do you advertise?
Mobile Networks Independent Publishers
Specialists in buying bulk
inventory across their
affiliated publisher portfolio
Premium publishers that
boast high footfall and
quality creative
opportunities
Slide 13 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11
Who you can buy from
Mobile – where do you advertise?
Mobile Networks Independent Publishers
Benefits:
| Monetise every impression via programmatic or RTB
| No wastage of IO value – only target the audience you want
| Perfect way to get value if you have limited creative formats
Benefits:
| Independent vetted partners
| High quality and engagement
| Premium creative opportunities
| Buying CPM can unlock higher quality audiences which convert better than CPI buys
Slide 14 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11 Mobile – where do you advertise?
What you can buy - examples
• In-App display• Video • Offer walls• Interstitial• Content lock• Native• Social
Mobile NetworksUnique Opportunities…
| Leader, MPU, Interstitial
| Lower CTR but competitive CPM rates
Slide 15 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11 Mobile – where do you advertise?
What you can buy
• In-App display• Video • Offer walls• Interstitial• Content lock• Native
• Social
Mobile NetworksUnique Opportunities…
| Highly targeted
| Real-time results
| Less intrusive
| High engagements
| Rich experience
| Gain valuable insights
| High CPM’s
Slide 16 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11 Mobile – where do you advertise?
What you can buy
• In-App display• Video
• Offer walls• Interstitial• Content lock• Native• Social
Mobile NetworksUnique Opportunities…
| Incentivised ad units
| Click and earn!
| High volumes
| High CTR
| High Conversions
| Low quality
| Low retention
Slide 17 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Unique Opportunities…
| Proxama – UK’s largest beacon
network – Target commuters on buses,
trains & tubes
11 Mobile – where do you advertise?
What you can buy
Independent Publishers
• Location / Wi-Fi • Premium Content• Mobile affiliates• Portals• App monetisation• App promotion
Slide 18 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
11 Mobile – where do you advertise?
What you can buy
Independent Publishers
• Location / Wi-Fi
• Premium Content• Mobile affiliates• Portals• App monetisation• App promotion
Unique Opportunities…
| Wattpad – build a story around your brand and engage emotionally with consumers
Slide 19 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
3key challenges on mobile
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?
Slide 20 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
The business challenges…
| Which commission models are best?
| How much budget should I spend?
| What minimum caps should I put in place?
| Can I use cost-per-install (CPI) and protect my ROI?
| What quality KPIs should I use?
| How do I manage retention and lifetime value?
| How do I track sales and ROI?
| What technology solutions do I need?
Mobile – how do you protect your ROI?
Slide 21 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Click Install Registration
User journey
The conversion post install
determines ROI
Transaction
Slide 22 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Registration
CVR: 2%
Registrations: 100
CPR: $50
Test Scenario:
Target Installs: 5,000
Target CPI: $1
Spend: $5,000
Transaction
CVR: 10%
Sales: 10
CPA: $500
Install
Clicks: 100,000
Installs: 5,000
CPI: $1
User journey
Slide 23 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Registration
CVR: 2%
Registrations: 100
CPR: $50
Test Scenario:
Target Installs: 1,000
Target CPI: $5
Spend: $5,000
Transaction
CVR: 10%
Sales: 10
CPA: $500
Install
Clicks: 10,000
Installs: 5,000
CPI: $1
User journey
Test optimizing towards a
Registration goal using a
eCPR metric
Slide 24 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Registration
CVR: 10%
Registrations: 400
CPR: $12.50
Test Scenario:
Target
Registrations: 400
Target CPR: $12.50
Spend: $5,000
Transaction
CVR: 10%
Sales: 40
CPA: $125
Install
Clicks: 100,000
Installs: 4,000
CPI: $1.25
User journey
Slide 25 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Registration
CVR: 10%
Registrations: 400
CPR: $12.50
Test Scenario:
Target Installs: 1,000
Target CPI: $5
Spend: $5,000
Transaction
CVR: 10%
Sales: 40
CPA: $125
Install
Clicks: 100,000
Installs: 4,000
CPI: $1.25
User journey
Test optimizing towards a transaction
based goal using an eCPA metric
Slide 26 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
1. Use a tracking technology that enables post-install event tracking
Registration
CVR: 20%
Registrations: 325
CPR: $15.38
Test Scenario:
Target Sales: 100
Target CPA: $50
Spend: $5,000
Transaction
CVR: 30.8%
Sales: 100
CPA: $50
Install
Clicks: 100,000
Installs: 1,625
CPI: $3.08
User journey
Slide 27 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
2. Select the Correct KPIs – Only Pay for Actions That Are Valuable
Objectives Metric Benefit Quality metrics
Awareness CPM
• Greater design impact
• Access premium
publishers
• Higher quality visitors
• Use conversion pixels to track KPIs
• Measure post click events
• Optimise back to eCPI, eCPR etc.
Slide 28 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
2. Select the Correct KPIs – Only Pay for Actions That Are Valuable
Objectives Metric Benefit Quality metrics
Awareness CPM
• Greater design impact
• Access premium
publishers
• Higher quality visitors
• Use conversion pixels to track KPIs
• Measure post click events
• Optimise back to eCPI, eCPR etc.
Engagement CPC / CPI• Pay for engagement
• Less risk than CPM buys
• Connect rates, time on site, UVs
• Installs, Registrations, Transactions
• Optimise to effective KPIs and
dispose of poor publishers
Slide 29 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
2. Select the Correct KPIs – Only Pay for Actions That Are Valuable
Objectives Metric Benefit Quality metrics
Awareness CPM
• Greater design impact
• Access premium
publishers
• Higher quality visitors
• Conversion pixels to fire at clients
KPI requirements
• Allows for optimization
Engagement CPC / CPI• Pay for engagement
• Less risk than CPM buys
• Connect rates, time on site, UVs
• Installs, Registrations, Transactions
• Optimise to effective KPIs and
dispose of poor publishers
Conversion CPR / CPA
• Pay for actions or sales
• Less risk than CPC / CPI
buys
• Installs, Registrations, Sales
• New & Existing users
• Sales funnel CVRs & ROI
• Attribution and optimisation of
publishers
Slide 30 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
2. Select the Correct KPIs – Only Pay for Actions That Are Valuable
Objectives Metric Benefit Quality metrics
Awareness CPM
• Greater design impact
• Access premium
publishers
• Higher quality visitors
• Conversion pixels to fire at clients
KPI requirements
• Allows for optimization
Engagement CPC / CPI• Pay for engagement
• Less risk than CPM buys
• Connect rates, time on site, UVs
• Installs, Registrations, Transactions
• Optimise to effective KPIs and
dispose of poor publishers
Conversion CPR / CPA
• Pay for actions or sales
• Less risk than CPC / CPI
buys
• Installs, Registrations, Sales
• New & Existing users
• Sales funnel CVRs & ROI
• Attribution and optimisation of
publishers
| Your KPIs are important for ROI
| But, not all publishers will work on
action based KPIs like CPR or CPA
| To increase reach means buying on
other models, like CPM or CPC
| Using post-install event tracking
means you can unlock additional
traffic sources whilst tracking back in
real-time to the eCPR or eCPA
Slide 31 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
3. Adopt a Test & Learn Approach During Launch
AgreeBudget &
caps
Small # of High Quality
Publishers
Planning
Agree audience targeting
| Geos, device, platform,
demographics, interests etc
| Seeking alignment with the
advertiser’s LTV/ROI indicators
| Targeting ‘look-a-like’ audiences for
LTV and ROI
| Traffic sources – incent, non-incent,
social, search etc
Slide 32 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
3. Adopt a Test & Learn Approach During Launch
AgreeBudget &
caps
Review KPI Quality
1 Month Test
Small # of High Quality
Publishers
Increase Budgets and capsTest new affiliatesOptimise targeting and media
Re-Evaluate Test
Planning Launch Measurement Actions
Establish an effective feedback loop with the Advertiser & Publishers
- Dispose of poor quality publishers, adjust payouts, caps & targeting to
optimise to the KPIs
Agree audience targeting
Slide 33 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
4. Test Advanced Targeting & Tools to Increase CVR, LTV & ROI
Targeting settings
| Hyper-local
| Demographic / Interests
| Platform / Device
| Time of day / day of week
| Media – native, video, social, premium content, location…
| Formats, creative, messaging
| Create a test plan
| Allocate small budgets to test –
70/20/10 budget model
| Track post install events to
action based goals
| Fail fast, learn quickly
| Zone in on ‘sweet spots’ that
drive higher CVR, LTV & ROI
Slide 34 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
4. Test Advanced Targeting & Tools to Increase CVR, LTV & ROI
Publisher tools
| Track uninstalls and do retention attribution
| Use in-app deep links
| Use deferred deep-linking
| Use post click sale attribution (as opposed to post install) to track in-app sales from existing app users
| Use mobile optimised product & coupon feeds
| Each of these tools are
designed to increase
engagement and conversion to
sale, and ultimately ROI
Slide 36 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Case study – Mobile payments (IN)
KPIs:
| Increase Registrations
| Achieve CVRs of 5-8% funded
Commission model:
| Two basis payout model of CPR and Cost Per Funded
Affiliate mix
| Mix of registration and sale based affiliates
• Affiliate pool A = CPR
• Affiliate pool B = CPF
Mobile – how do you protect your ROI?
Slide 37 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Campaign optimisation
| Affiliates delivering poor registration to
funded CVRs removed to maintain KPI
| Higher payouts given to Affiliates achieving
higher registration to funded CVRs
| City level targeting used to focus on best
performing cities in terms of registration to
funded CVRs
| Tested targeting and messaging based on
different interest categories e.g. cost saving,
money transfer, comparison shopping etc
Mobile – how do you protect your ROI?
Slide 38 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
Apr-16 May-16 Jun-16
Mobile payments app campaign (IN)
Registrations Funded
Results
| Registration to Funded CR% increased from 7% to 15% post campaign optimisation
| All quality KPIs achieved
| Quality KPIs amended monthly
| Complete user journey KPIs being developed
Slide 39 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Case study – mcommerce (IN)
KPIs:
| Increase installs and a CVR of 4% install to sale
Commission model:
| CPI payout dependent on achieving the KPI
Affiliate mix
| Install-focused affiliates received higher
budgets but lower payouts
| Sale-focused affiliates received lower budgets
but higher payouts
| Ensured we could deliver high install volumes
and the install the sale conversion KPI
Mobile – how do you protect your ROI?
Slide 40 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Campaign optimisation
| Post click attribution to track in-app sales
from existing users
| In-app deep-links, deferred deep-linking and
intelligent links to direct to web or app
| Poor performing affiliates were gradually
removed to increase the CVR %
| Hyper local targeting focused on the best
performing cities (install to sale CVR)
| SDK developed for affiliates to promote
mobile optimised product & coupon feeds
Mobile – how do you protect your ROI?
Slide 41 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
Results
Jul-16 Aug-16 Sep-16
Mobile mcommerce app campaign (IN)
Installs In-app sales
| Install to sale CR% increased from 2% - 5% post campaign optimisation
| All quality KPIs achieved
| Campaign budgets increased significantly
Slide 42 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Case study – mcommerce (SEA)
KPIs:
| increase Installs and in-app sales across SEA
| Increase in-app sales from existing app users
Commission model:
| CPI + CPA for new users
| Lower CPA for existing users
Affiliate mix
| Network buys for in-app display, targeting new users
| Local affiliates with mobile sites, targeting existing users
Mobile – how do you protect your ROI?
Slide 43 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12
Campaign optimisation
| Cart abandonment re-targeting to increase CVR
| SDK developed for affiliates to promote mobile
optimised product & coupon feeds in their apps
| Tested different creative messaging and offers
| Poor performing affiliates were gradually
removed to increase the CVR %
| Payouts increased for affiliates driving higher
basket values
Mobile – how do you protect your ROI?
Slide 44 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
12 Mobile – how do you protect your ROI?
Results
Apr-16 May-16 Jun-16 Jul-16
mcommerce app campaign (SEA)
In-app sales (New) In-app sales (Existing)
| Install to sale CVR KPIs achieved for new users
| Scaled up in-app sales from existing users
| % of sales from existing users gradually increased from 70% to 85%
| Average basket value US$ 60
Slide 45 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
3key challenges on mobile
1. Where do you advertise?
2. How do you protect your ROI?
3. How do you innovate?
Slide 46 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
The business challenges…
| How do I stay one step ahead?
| What’s changed in the last 6-12 months
| What are the key trends?
| What’s the next big thing?
| How I can enhance what I’m doing off the back
of these key trends?
| Asia may be the world leader in mobile, but is it
relevant to the UK?
Mobile – how do you innovate?
Slide 47 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Affiliate Marketing
Started in the US and was exported to
Europe and Asia-Pacific
Slide 48 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Mobile Marketing
Innovation and insight from a larger
market exported to Europe and North
America
Slide 49 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Asia-Pacific snapshot
| The only truly ‘mobile-first’ region -consumers access the internet mobile-firstand mobile-only
| Over 1 billion smartphones – rapidadoption of mobile devices is fueling thegrowth in mobile ad spend
| M-commerce is on track to grow 300%faster than e-commerce by 2016, and
much of that growth is happening in Asia –
especially India.
| Will surpass North America by 2017 in total
digital ad spending share worldwide
*Source: eMarketer
Mobile ad spend
$13.6bn(2015)
Mobile ad spend
$30.5bn(2018)
47%of digital
ad spend on
mobile (2018)
Slide 50 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Our Pan Asian footprint enables
us to leverage new mobile tech
and innovation for the benefit of
our International clients
Slide 51 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Tech & Innovation examples:
| Permanent integration with 3rd
party tacking platforms
| Advertiser SDKs & Native SDKs
| Global pixel postbacks
| Post install event tracking
| Post click attribution
| Deferred deep-linking & intelligent links
| Mobile ROI reporting
| Uninstall tracking & retention analysis
Slide 52 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
4key mobile marketing trends
1. Mobile Video
2. Mobile Native Advertising
3. Mobile Coupons
4. Hyper Local
Slide 53 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
Key trends - Mobile video
Mobile – how do you innovate?
£-
£200
£400
£600
£800
£1,000
£1,200
£1,400
£1,600
2015 2016 2017 2018 2019 2020
Ad
Sp
en
d (
mill
ion
s)
UK Digital Ad Spending - Mobile Video (eMarketer)
Mobile video Desktop video
Mobile video is
driving UK ad spend
growth
| £481m in 2016 to
£1.3bn by 2020
| 2020 - Mobile
video 71% of total
video ad spend
| 2020 - Mobile
video 37% of total
mobile display
Slide 54 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Why use video?
| Video is where your customersspend their time - 55% of peoplewatch a video every day
| Video is shared easily andfrequently - push your brand andproduct to the right audienceand amplify your campaign
| Video is one click away from the‘buy’ button - 60% percent ofconsumers watch a video beforepurchasing
Slide 55 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
What should you measure?
| You’ll buy on a CPM or CPCV
| You’ll need to track plays,completed views etc
| But you should also track all ‘postview’ events critical to your ROIe.g. clicks, installs, registrations,transactions etc
| Optimise targeting and budgetsacross traffic sources thatgenerate the most users with thehighest lifetime value at thelowest cost
Slide 56 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
Key trends – Native advertising
Mobile – how do you innovate?
€ -
€ 2.0
€ 4.0
€ 6.0
€ 8.0
€ 10.0
€ 12.0
€ 14.0
2015 2016 2017 2018 2019 2020
Ad
Sp
en
d (
mill
ion
s)
Native Ad Spending in Europe (eMarketer)
Europe
Native ad spend in
Europe is surging
| €6.7m in 2016 to
€13.2m by 2020
| +97% increase in
native ad spend
(2016-20)
Slide 57 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
Why use Native?
| Native ads will dominate digital display advertising
| Native ads perform better than traditional digital ad formats
| They capture attention –consumers view native ads 53% more often than display 1
| They help amplify content and special offers – 32% of consumers will share a native ad 1
1. Source: IPG Media Labs
Slide 58 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
What should you measure?
| You’ll buy on a CPC
| Track connect rates, time on site and unique visitors
| Track all ‘post click’ eventscritical to your ROI e.g. installs,registrations, transactions forboth new & existing users
| Optimise targeting and budgetsto deliver the highest qualityusers for the lowest cost
| Avoids ad-blockers
Slide 59 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
Key trends – Mobile Coupons
Mobile – how do you innovate?
1. Juniper Research2. Koupon Media
Why use mobile coupons?
| Mobile coupon usage will surpassone billion users worldwide by 2019 1
| Average redemption rates are 10xhigher than paper coupons 2
| 42% of mobile users have used amobile coupon 2
| 26% of users increase their basket sizewhen using a mobile coupon 2
Slide 60 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
Key trends – Mobile Coupons
Mobile – how do you innovate?
What should you measure?
| Mobile coupons are measurable -you can track who received, viewedand redeemed the offer, givinginsight into the entire purchase funnel
| You can amplify offers through social& native channels
| You can use hyper-local targeting toincrease conversion
| Mobile optimised coupon feeds workwell with voucher code affiliates on aCPA commission model
Slide 61 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13
Key trends – Hyper Local
Mobile – how do you innovate?
$-
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
2015 2016 2017 2018 2019 2020
Ad
Sp
en
d (
bill
ion
s)
US Location-targeted mobile ad sales (BIA/Kelsey)
US location-based
mobile advertising
has exploded
| $12.8bn in 2016 to
$29.5bn by 2020
| +130% increase in
location based
mobile ad sales
(2016-20)
Slide 62 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
1. adknowledgeasia
Why use hyper-local?
| Targeting on mobile is rapidly becoming hyper local
| Cited as one of the top mobile marketing trends in Asia for 2016 1
| City level targeting is highly relevant for Taxi, Travel, Retail and Fast Food apps
| Achieve higher ROI by targeting location-specific audiences -make it more relevant & engaging and reduce wasted impressions
Slide 63 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
13 Mobile – how do you innovate?
1. adknowledgeasia
What should you measure?
| Network buys and independent publisher buys allow for hyper-local targeting
| Validate installs against location based KPIs real-time to enable campaign optimisation
| Post-install action based KPIs need to be validated against location KPIs to optimise ROI at a city-level
Slide 64 www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
Summary: How do you get ROI from mobile?
1. Track the conversion post install – that’s where the ROI is
2. Only pay for actions that are valuable
3. Test & learn before you build out the campaign
4. Test advanced targeting to increase CVR, LTV & ROI
5. Increase ROI with Video, Native, Mobile Coupons and
Hyper-local targeting
www.optimisemedia.com © 2016 Optimise Media Group Ltd. All rights reserved.
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