5 tips for winning mobile campaigns
TRANSCRIPT
A Global Performance Marketing Networkbuilt for the relentless pursuit of results
Motivate Participation
DrivePerformance
Optimize forAction
Publicis Groupe is the world’s third largest communications group and second largest media counsel and buying group.
Zenith Optimedia is a global media services network with a rigorous focus around ROI.
Performics is the performance marketing specialist within Publicis Groupe.
Performics
•Factors driving dollars to mobile programmatic:–Cross-device advertising–Non-cookie-based tracking methods
Over Half of 2015 Programmatic Dollars to Go to Mobile v. Desktop
Consumers Want Info on Their Terms
Sources: Forrester, Google
Before Store Experience
During Store Experience
After Store Experience
•Limited cookie allowance for 3rd party i.e. DFA/Medialets•Technology integrations on the client side are pushing to first party cookies due to issues on mobile ad tracking and user privacy
Where Cookies Go to Die
Focus on Strategy, Customer Planning & Tech to Make Cross-Channel a Reality
Econsultancy Cross-Channel Marketing Report 2014
Participant Considerations
Who is the participant?1
Where is the user?2
Where are they accessing advertising?3
What content are they consuming?4
Planning Considerations
Ad Serving: Plan for more budget to go to ad serving as mobile can send lots of impressions, especially if you are using a CPC buying strategy
1
Benchmarking: Do NOT use a CTR as a benchmark for non-branding campaigns
2
Goals/KPIs: Make sure to align on KPIs ahead of time and measure toward them•Add other metrics to the plan for additional insight (store visits, app downloads, app engagement, etc.)
3
Trafficking Best Practices
Trafficking: Use a mobile adserver if you are tracking more than one mobile display campaign or publisher•Understand if your ad server can track post-view conversions on iOS•Understand if the platform uses a probability model to extrapolate conversions
1
Creative: Use more than just the top 3 creative sizes for mobile and display•You will find that odd sizes are more likely to convert
2
Tagging: Make sure to use any website/mobile analytics provider parameters in URLs• Understand if those analytics provider can provide post-view conversions
3
Attribution and Measurement Best Practices
Install SDKs and Javascripts for platforms to allow reporting and optimizing of media buys1
Connect with an attribution/ad operations vendor to ensure that:•All campaigns are using proper location data•Brand awareness campaigns are getting the proper reach/frequency for your audience i.e. GRPs
2
Consider leverage a Mobile DMP to help consolidate Mobile data and solve for Mobile attribution challenges
3