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Point Roll - iStrategy Atlanta
- 1. Tap That Ad: Engaging Mobile and Tablet Campaigns That Get Consumers’ Hands on Brands
- 2. Your Facilitators Todd Pasternack Director, Creative Technology @toddpasternack Cat Spurway-Hepler SVP, Strategy and Marketing @CatSpurway
- 3. What story are you trying to tell in your mobile campaigns? What does a successfulmobile and tablet campaignlook like for you? A few questions to get to value… What are your KPIs for mobile? When do you start thinkingabout mobile? How Do I Get This Done?
- 5. Let’s get interactive… Ask Questions! Follow @PointRoll Tweet along! #TapThatAd #iStrategy Take your phone out… again.
- 6. Let’s take the pulse.
- 7. Is mobile a part of your overall marketing strategy today?
- 8. Do you engage with ads on your mobile device?
- 9. Have you used your mobile device to find a store or locate a product?
- 10. I am checking my email as we speak
- 11. The Big Picture
- 12. Distribution Audience Creative Performance Data Driving Value with 5 Key Digital Marketing Ingredients Engaging, Higher Impact, Interactive Functionality and Feature-Rich Relevant Data Driven Audience-specific Messaging BT, Geo, Demo & More Understanding & Knowledge, Finding More Targets Reporting/ Analysis Future Decisions Insights Optimization Metrics/KPIs Evaluate ROI
- 13. Mobile, Tablet AUDIENCE / TARGETING INFO Open, Agnostic, Targeted Reach Consumers Wherever They Are; Efficiently & Effectively Engage Measure In Stream Video Social/ Facebook Digital OOH, Search Display Ads Target, Segment, Customize, QA, Test, Analyze & Optimize Ad Serving, Rich Media, Personalized Dynamic Ads, Site Content Campaign Management, Production and Measurement DATA Promotions, Messaging Products, Offers, Inventory Feeds CREATIVE ASSETS Elements, Features, Functionality
- 14. 5 Key Ingredients in Action Grab meijer paperboy example from ad matrix
- 16. Audience
- 18. Data
- 19. Data: Behavior
- 20. vs.
- 21. Data: Location
- 26. Distribution
- 32. Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare. The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June. It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life. Source: Mashable, Stan Schroeder
- 33. Apple’s iPad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S., according to the latest numbers from NetMarketShare. The iPad’s share of web traffic has been steadily growing by 10% or more since March 2011. And looking at the overall market share of mobile and tablet devices compared to desktops, we can see that it reached 5% for the first time in June. It’s too early to proclaim the death of the desktop, but the trend is strong and obvious — tablets and smartphones are becoming an increasingly important part of our online life. Source: Mashable, Stan Schroeder
- 35. More than half (53%) of browsing done on mobile devices as of August is on Mobile Safari. Source: NetApplications
- 36. Creative
- 38. Direct Response: Tap Thru
- 39. Direct Response: Tap To Call
- 40. Direct Response: Tap To App
- 41. Direct Response: Tap To Map
- 45. Brand Awareness: Use Touch!
- 46. Brand Awareness: Use Touch!
- 52. Performance
- 53. Ad Effectiveness Different Device, Different Behavior 61% increase in interaction rate on iPhone YOY 92% tap-thru (CTR) on iPhone YOY +30 seconds increased brand time on iPad YOY The “Why” Difference Across Device iPhone: utility, tool , practical activities iPad: content, consumption, leisure Measure everything: interaction, time spent, activities including swipes, video and game plays, and more Keep messages consistent, but align your metric goal with the device
- 54. The Proof
- 55. Your Turn
- 57. Chicago: Tuesday Sept. 27th
- 59. Thanks! Cat - @Cat_Spurway cspurway@pointroll.com Todd - @ToddPasternack tpasternack@pointroll.com @PointRoll #TapThatAd
- 60. Trivia
- 61. INSERT CHARTS/RESEARCH ON MOBILE MARKETING PENETRATION, DEVICES, ETC
Notas do Editor
- What story are you looking to tell in your mobile campaigns?What are your KPIs for mobile?What does a successful mobile and tablet campaign look like to you?When do you start thinking about mobile?When you think of mobile, what is your goal?
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Tweet! Ask questions! Stop us at any time! Tweet us questions. #TapThatAd #iStrategy
- Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
- Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
- Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
- Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
- Is mobile a part of your overall marketing strategy today?Do you engage with ads on your mobile device?Have you used your mobile device to find a store or locate a product?I am checking my email as we speak
- These are the keys to a successful campaign. Dynamic campaigns are so much more informed than standard rich media campaigns. The advertiser is able to target their specific audience with creative and messages that apply to them based on data. AdControl distributes these relevant creatives to the right user to really make an impression. Once the ads have been served, PointRoll data takes into consideration all these factors (the ring around the center) to optimize to ultimately increase your ROI (or whatever your given success metric may be).This whole cyle is a more informed campaign than ever before. This is smart advertising.
- Audience: Local audience = relevant offersMix of contextual & intentData:Wisdom of the crowdsShopLocal data feedSuccess Metrics:25% increase in circular traffic year over year15-20 second interaction time
- Third party data.
- Third party data.
- Third party data.
- Third party data.
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Use location data – localized offersUsing registered publisher data – PandoraData you have about your brand – Circular data, product inventory, actual information about products and tying to the other data pieces
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.
- Here are the mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel.