MTech13: "Mobile Direct Marketing" - Ted McNulty

Mobile Direct Marketing

Ted McNulty

Director of Performance Advertising

2 | MOBILE AUDIENCE. EVERYWHERE.

Mobile Can’t Be Ignored

May-10 Aug-10 Nov-10 Feb-11 May-11 Aug-11 Nov-11 Feb-12 May-12 Aug-12 Nov-120

20

40

60

80

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Mil

lio

ns

of

Ow

ner

s

Smartphone Owners

Tablet Owners

3 | MOBILE AUDIENCE. EVERYWHERE.

• Your potential customers are on Mobile

• If you are not advertising on Mobile you are missing an opportunity

• This trend will continue

Time Spent On Mobile

4 | MOBILE AUDIENCE. EVERYWHERE.

Mobile is Tough!

Small screen size

Multiple operating systems

Thousands of different handsets

App & WAP / Wifi & Carrier

Accidental clicks

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5

5 | MOBILE AUDIENCE. EVERYWHERE.

Jumptap Understands Mobile

Jumptap understands mobile and has developed advanced technology to get mobile performance campaigns to work.

Targeting | Tracking | Analysis | Optimization

9 Years

1,000sof Campaigns

55Patents

6 | MOBILE AUDIENCE. EVERYWHERE.

Big Brands Do Mobile Direct Marketing

7 | MOBILE AUDIENCE. EVERYWHERE.

Essential Elements of a Successful Mobile Campaign

Targeting

Campaign Set-Up & Optimization

Mobile Optimized Conversion Flows

Scale

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2

3

4

8 | MOBILE AUDIENCE. EVERYWHERE.

Targeting

9 | MOBILE AUDIENCE. EVERYWHERE.

• Geographic

• OS

• Handset

• Carrier

• Contextual

• Time of Day

• Frequency Capping

Look For Partners with Deep Targeting Technology

10 | MOBILE AUDIENCE. EVERYWHERE.

Drive Conversions with PC to Mobile Retargeting

Target people that visited your Web

site while they are on their Mobile

devices:

• Draw insights

• Targeted creative

• Tailored messages Retarget online site visitors in mobile

11 | MOBILE AUDIENCE. EVERYWHERE.

Target Based on More Than Just Mobile BehaviorCombine online and offline mobile behavior for a real-world view of the consumer

OnlineBehavior

MobileBehavior

Real-World

Behavior

12 | MOBILE AUDIENCE. EVERYWHERE.

Understand Who Saw Your Adsand Who Engaged with Them

13 | MOBILE AUDIENCE. EVERYWHERE.

Campaign Set-Up & Optimization

14 | MOBILE AUDIENCE. EVERYWHERE.

• Platform

• Ad Size

• Wifi vs Carrier

• App vs Mobile Web

• Day Parting

• Frequency Capping

• White Listing

Campaign Setup

15 | MOBILE AUDIENCE. EVERYWHERE.

Conversion Tracking to Improve ROI

Landing Pages

• Pixel dropped on any conversion page

• Useful for forms and storefronts

Parameter Pass

• Passes non-P.I.I. conversion info to advertiser

• Includes: site, handset, carrier, etc.

Server-side

• API call that utilizes clickID

• Transmits a call between client and internal servers to attribute a conversion.

Secondary Events

• Track events the come after the primary conversion

• Useful for partial forms, eCommerce, etc

Call Center Events

• Call Duration

• Pocket-dial prevention

16 | MOBILE AUDIENCE. EVERYWHERE.

To maximize performance, tweak the targeting mix including:

• Publishers

• Sites

• Platform

• Handset

• Bid

• Location

• Carrier/Wifi

• Creative

• Frequency

Rapid Optimization by Experts

17 | MOBILE AUDIENCE. EVERYWHERE.

Automatically adjust bids to hit CPA goals when

• Coverage24/7 optimization

• SpeedHit CPA goals sooner

• MeasurementMore consistent CPA’s over lifetime of campaign.

Algorithmic Optimization…

18 | MOBILE AUDIENCE. EVERYWHERE.

• Insights From Similar Campaigns

• Identify Trends

• Apply Best Practices

• Tweak The Algorithm To Improve Performance

…But Don’t Forget About The Humans

19 | MOBILE AUDIENCE. EVERYWHERE.

Mobile Optimized Conversion Flows

20 | MOBILE AUDIENCE. EVERYWHERE.

Long-form lead generation is possible on mobile

• Simple navigation

• Pre-populated fields

• Drop down menus

Mobile Lead Generation

21 | MOBILE AUDIENCE. EVERYWHERE.

Click To Call Case StudyDirect Response Agency - Insurance Industry

Original Banners

Modified Banners

LandingPage

LaunchPage

22 | MOBILE AUDIENCE. EVERYWHERE.

Click To Call Case StudyDirect Response Agency - Insurance Industry

CLIENTS INCLUDE:

CPA Goal: $20.00 $7.77

CPA Average

221%

ROI (Approx.)

6,000

Quotes, Q1

RESULTSCAMPAIGN

23 | MOBILE AUDIENCE. EVERYWHERE.

24 | MOBILE AUDIENCE. EVERYWHERE.

Generating Mobile Conversions at Scale

25 | MOBILE AUDIENCE. EVERYWHERE.

Accessing

Digital

Audiences Network Scale

Limited Scale

Scale on Demand

Publisher Direct

Ad Networks

DSPs

26 | MOBILE AUDIENCE. EVERYWHERE.

It’s important to reach an audience without incentivizing clicks or download. Look for partners with capabilities like:

• Quality traffic from premium publishers

• Coverage across App and Mobile Web inventory

• Automated tools to detected fraudulent traffic

Non-Incentivized Traffic

More engaged users=

Higher LTV

27 | MOBILE AUDIENCE. EVERYWHERE.

Summary

Targeting

Campaign Set-Up & Optimization

Mobile Optimized Conversion Flows

Scale

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4

28 | MOBILE AUDIENCE. EVERYWHERE.

Jumptap’s products may be protected under one or more patents

www.twitter.com/jumptap www.facebook.com/jumptapwww.jumptap.com

Thank You

Ted McNultyDirector Performance [email protected]