Learn how Direct Response marketers are adapting their strategy as their audience moves to Mobile and, in turn, are growing revenue and beating their competition. Attendees will hear case studies highlighting best practices for lead generation, click-to-call, and mobile commerce, and will learn successful strategies on how to apply Direct Response technique in the Mobile world. This presentation was developed by Ted McNulty, Senior Director of Performance Sales at Millennial Media, and was given at NEDMA's 2014 DM Innovations Symposium.

1. Mobile Direct
Marketing
Ted McNulty
Sr. Director Performance Advertising

2. 0
200
400
600
800
1000
1200
1400
1600
2010 2011 2012 2013 2014 2015 2016
Millions
Global Shipments of Smartphone/Tablets vs. Portable/Desktop PCs
Smartphone and Tablet Portable and Desktop PCs
Source: IDC
The Post-pc Era Has Arrived

3. • 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

5. Mobile Is Tough!
• Small screen size
• Multiple operating systems
• Thousands of different handsets
• App & WAP / Wifi & Carrier
• Accidental clicks

6. 8
Years
55
Patents
1,000s
of Campaigns
Targeting | Tracking | Analysis | Optimization
Millennial understands mobile and has developed advanced technology to get
mobile performance campaigns to work.

7. Big Brands Do Mobile Direct Marketing

8. • Targeting
• Campaign Set-Up & Optimization
• Mobile Optimized Conversion Flows
• Scale
Essential Elements of a Successful Mobile Campaign

9. Basic Mobile Targeting

10. Look For Partners with Deep Targeting
Technology
• Geographic
• OS
• Handset
• Carrier
• Contextual
• Frequency Capping

11. Mobile Mindset
Time Of Day
Percent of Daily Traffic
Average Morning Work Day Primtetime
PRIME TIME
• Interaction
• Entertainment
WORKDAY
• Travel & Lifestyle
• Shopping & Retail
• Business & Finance
• eBooks and Reference
• Music
• Portals
• General Content
MORNING
• Weather
• Traffic
• News/Local
• Health and Fitness
• Productivity

12. Basic Mobile Targeting
App vs Mobile Web

13. Mobile Mindset
Mobile Apps
76%
24%
Share of Traffic
Mobile Apps Mobile Web

14. Mobile Mindset
Mobile Apps
Games
43%
Social
26%
Entertainment
10%
Utilities
10%
News
2%
Productivity
2%
Health
1% Lifestyle
1%
Other
5%
Share of Time Spent
Source: Compiled by Flurry “WW iOS & Android Smart Device Time Spent per App Category”

15. Mobile Mindset
Mobile Apps
• People in apps engrossed
• Completely focused on specific activity/content
• Difficult to get them to leave experience
Source: Appsular Analytics, February 2013

16. Marketing Approach
Mobile Apps
Choice Recommendation
Offer Contextually relevant app download
Ad Unit Large and high impact (e.g. rich media)
Call to Action Simple, e.g. “Download for Free”

17. Mobile Mindset
Mobile Web
76%
24%
Share of Traffic
Mobile Apps Mobile Web

18. Mobile Mindset
Mobile Web
40%
25%
21%
18%
16%
10%
8%
7%
7%
4%
0% 20% 40% 60%
News
Weather
Search
Maps
Sports
Dining
Traffic
Classifieds
Retail
Travel
Share of Time

19. Marketing Approach
Mobile Web
Choice Recommendation
Offer Lead Gen/Direct Response (e.g. auto
insurance, education, finance)
Ad Unit Text based ad units
Call to Action Transparent, e.g. “Get 40% Off”

20. Advanced Mobile Targeting

21. Retarget online site
visitors in mobile
Target people that visited your Web
site while they are on their Mobile
devices:
• Draw insights
• Targeted creative
• Tailored messages
Drive Conversions with PC to Mobile
Retargeting

22. Online
Behavior
Mobile
Behavior
Real-
World
Behavior
Combine online and offline mobile behavior for a real-world view of the consumer
Target Based on More Than Just Mobile Behavior

23. Optimization

24. 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.
Call Center Events
• Call Duration
• Pocket-dial
prevention
Secondary Events
• Track events the
come after the
primary conversion
• Useful for partial
forms, eCommerce,
etc
Conversion Tracking to Improve ROI

25. To maximize performance, tweak the
targeting mix including:
• Publishers
• Sites
• Platform
• Handset
• Bid
• Location
• Carrier/Wifi
• Creative
• Frequency
Using Data To Improve Performance

26. Automatically adjust bids to hit CPA goals
• Coverage
24/7 optimization
• Speed
Hit CPA goals sooner
• Measurement
More consistent CPA’s over lifetime of
campaign.
Algorithmic Optimization…

27. • Insights From Similar
Campaigns
• Identify Trends
• Apply Best Practices
• Tweak The Algorithm To
Improve Performance
…But Don’t Forget About The Humans

28. Mobile Optimized Conversion Flows

29. • Long-form lead generation is
possible on mobile.
• Simple navigation.
• Pre-populated fields.
• Drop down menus.
• Be realistic on the information you
are gathering.
Lead Form Best Practices

30. 30 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct ResponseAgency - Insurance Industry
Original
Banners
Modified
Banners
Landing
Page
Launch
Page

31. 31 | MOBILE AUDIENCE. EVERYWHERE.
Click To Call Case Study
Direct ResponseAgency - Insurance Industry
CLIENTS INCLUDE:
CPA Goal: $20.00 $7.77
CPA Average
221%
ROI (Approx.)
6,000
Quotes, Q1
RESULTSCAMPAIGN

32. Accessing
Digital
Audiences
Limited
Scale
Network
Scale
Scale on
Demand

33. • Targeting
• Campaign Set-Up &
Optimization
• Mobile Optimized
Conversion Flows
• Scale
Summary