5 ways to maximize your mobile ad dollars
DESCRIPTION
Presented on 3/26/14. Appia's SVP of Ad Sales, Jim Harvey, takes a deep dive into 5 ways that mobile advertisers can ensure they are getting the most out of their ad spend.TRANSCRIPT
5 Ways to Maximize Your Mobile Ad DollarsJim Harvey – SVP of Advertising Sales
1
Before we get started…
2
Deck and recording will be available.
Love the content? Share it!#Appia
Keep the conversation going post-webinar.
Follow us @Appia
About Me
Jim Harvey, SVP of Ad Sales
• More than 15 years of sales, business development and marketing experience in the mobile and technology industries• Passionate about helping advertisers succeed• Responsible for expanding relationships with mobile content providers, and driving strategy and sales efforts for Appia’s performance-based advertising solutions.• Former executive at Motricity, Brooks Bell, Aegis Mobile, and
CitySearch
4
5 Ways to MaximizeYour Mobile Ad Dollars
5
Source: eMarketer, March 2013
2011 2012 2013 2014 2015 2016 2017
$1.48
$4.11
$7.29
$11.33
$16.17
$21.53
$27.13
US Mobile Ad Spending, 2011-2017 (Billions)
6
To ensure maximized ad dollars, you must build a user acquisition strategy
7
Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
5 Ways to Maximize Your Mobile Ad Dollars
8
Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
9
Targeting
10
Similar Audience Targeting
11
Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
12
Determining Lifetime Value & ROI
WHAT METRICS DEFINE HIGH LTV USERS FOR YOU?
WHAT IS THE KEY POST-INSTALL CONVERSION GOAL YOU ARE MEASURING?
Traffic Source Analysis
13
14
Appia Advertising Case Study
Challenge
Solution
Results
Understanding where high LTV users are being acquired.
Pass post-install events back to Appia to allow us to hypertarget the traffic that is performing well and increase bid rates on those channels to increase % of high quality users.
Advertiser was able to significantly increase spend with Appia 103% and became even more profitable in doing so.
15
Incent Traffic vs.
Non-Incent Traffic
16
Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
17
Broaden or narrow your campaign reach based on acquisition goals and target audience
18
Go Global!
19
Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
20
COMPELLING CALL-TO-ACTIONS
21
A/B Testing
22
LOCALIZED CREATIVE
42% INCREASE IN CTR
22% INCREASE IN CONVERSION
23
ENGAGING IMAGERY
24
VIDEO ADS
NATIVE ADS
25
Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
26
Track Performance Attribution
Optimization
27
Understanding Performance Beyond the Click
28
29
Measure Lifetime Value (LTV) by segment/cohorts
30
Calculate ROI by Channel
31
Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
5 Ways to Maximize Your Mobile Ad Dollars
32
Questions?