Last year, mobile outpaced the desktop internet usage and in the year ahead of us, it is expected that mobile ad spend will top $100 billion worldwide, which accounts for 51% of the total digital market. Despite this incredible growth and a consumer behaviour that is screaming for better interaction with brands, a lot of companies are still hesitant, when it comes to investing in mobile and respond to their consumer needs. In this webinar we go in depth with, how to take advantage of mobile advertising the best way and market to the consumer in the moment of need. We also talk about, how to measure and optimise mobile advertising the best way and keep track of the performance.

1. Webinar
Unlock the power of mobile advertising and
increase your marketing roi
The webinar is due to start 2pm CEST
Meanwhile you can join the conversation on Twitter:
#LeadmillWebinar @TeamLeadmill

2. The presenter
Pavla Schlägerová
Content Marketing Manager
With a huge passion for content, mobile and social,
Pavla is managing all aspects of Leadmill marketing.

3. agenda
The current state of mobile
use mobile to create unique consumer moments
Set up the right KPI’s for mobile advertising

4. Today there are 1.91
billion unique global
mobile users
This number will
reach 2 billion by
next year
By 2018, half of the
worlds mobile users (2.56
billion people) will have a
smartphone
2015
–
eMarketer,
2
billion
consumers
worldwide
to
get
Smart(phones)
by
2016
The current state of mobile

5. 85% of smartphone users consider
the devices as central to
their everyday lives
2014
–
Mobile
Behavior
Report,
Salesforce
The current state of mobile

6. 82% of smartphone users turn
to their phone to influence
a purchase decision
while in a store
2015
–
Think
with
Google,
Micro-­‐Moments
The current state of mobile

7. 62% of smartphone users are more
likely to take action right away
toward solving an unexpected
problem or new task because they
have a smartphone
2015
–
Think
with
Google,
Micro-­‐Moments
The current state of mobile

8. More than 9 of 10 say that
access to content whenever
they want it is very important
2014
–
Mobile
Behavior
Report,
Salesforce
The current state of mobile

9. 2015
Marketo
A
marketer’s
guide
to
going
mobile
The current state of mobile
² Mobile devices are commonly applied to solve a a
specific need or problem –in the moment.
² Mobile devices are private devices – we need to
develop advertising that does not disturb the
privacy but is adapted to the consumer preferences.
² We need to make our content accessible whenever
consumers need our content – not sooner or later.

10. But we have a challenge..
The current state of mobile

11. As it is today
Mobile marketing does not live up
to it’s full potential and the
consumer demands.
The current state of mobile

12. The current state of mobile
² Mobile is often treated as mini-desktop
² If not done right consumers find ads
more interruptive than relevant
² Too much push messaging rather than
relationship building
² Brands do not take advantage of
targeting and data available
² For a long time, brands have perceived
the impact of mobile ads as hard to
measure
The mobile challenges

13. What consumers
are interested in
What you want
to say
relevance
The current state of mobile

14. How can we succeed?
The current state of mobile
Collect what
we want to
know
Extract what is
consistent and
useful
Know the
context
Measure
&
Optimize
Distribute
&
Promote
Create
content
Understand
Measure
&
Optimize

15. use mobile to create unique consumer moments

16. use mobile to create unique consumer moments
profile

17. situation
use mobile to create unique consumer moments

18. Promote your web shop, app or products
towards users with industry related apps
installed.
Campaign
Installed app
Industry related
Installed app Mobile web banner
advertisement
Interest related
Promote your web shop, app or products
towards users with industry related apps
installed.
preferences
use mobile to create unique consumer moments

19. use mobile to create unique consumer moments
contentNative ads Html5 interstitialsRich media
Push NotificationsDisplay banner
VIDEO + video cta

20. use mobile to create unique consumer moments
Key take aways
1. Be customer – centric rather than
company – centric
2. Focus to be there to solve a specific
need or problem – in the moment
3. Segment and target based on
profile, situation & preferences to
grow your campaign performance
and break through the marketing
clutter
4. Adapt content to context

21. Set up the right KPI’s for mobile advertising
Using clicks as the key measure is
dangerous – as a percentage of
these clicks always will be
accidental

22. Set up the right KPI’s for mobile advertising
Post download
activity
In-app
engagement
conversions

23. Set up the right KPI’s for mobile advertising
retention
App store
ranking
Life - time
value

24. Set up the right KPI’s for mobile advertising
Optimize towards the most
roi efficient channels

26. use mobile to create unique consumer moments
Key take aways
1. Focus on in-app event tracking
2. Optimize towards best performing
channels
3. Move away from clicks and rather
focus on post download activity, LTV
& Retention

27. QUESTIONS?
Pavla SChlägerová
Content marketing Manager, Leadmill
ps@leadmill.com
pavlaschlagerova
@pavlasch @TeamLeadmill