advertisers: how to start in mobile marketing

(5) MISTAKES EVERYONE MAKES …

AND HOW TO AVOID THEM

How to Start inMobile Marketing

ALEXANDER TSATKINVP OF MOBILE, MEDIAWHIZ

www.MediaWhiz.com

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………….. Mobile Growth1

5 Common Mobile Mistakes2

3 Making the Most of Mobile

…………4 Summary

AGENDA

…………5 Q&A

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WHO IS THIS GUY ANYWAY?

• 7 years’ experience in direct response and affiliate marketing

• Running exclusively on mobile traffic for >2 years

• Published 14-Day Mobile Mastery Guide

• Founder of MobAff — mobile performance network

• Acquired by MediaWhiz, a Matomy Media Group company

• Built industry-leading mobile tracking solution

www.MediaWhiz.com

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MOBILE GROWTH

MOBILE OPPORTUNITIES• Fragmented marketplace with no clear dominant winner

• Supply (mobile inventory) growing faster than demand (mobile advertisers)

• New opportunities constantly emerging

• Push Notification (Android)• SMS Marketing (LeadsMob)• New Buying Platforms (TapIt)• Traditional Traffic Going Mobile (Facebook)

• New funnel strategies to better monetize data

• Mobile SEO almost untouched

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MOBILE GROWTHDAILY CONSUMPTION IN MILLIONS

MOBILE MARKETING SPENDINGSHARE OF TOTAL

MOBILE ADVERTISING BY REGIONWORLDWIDE 2011-15

Source: Gartner Research 2011

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TOP-5 MOBILE

MISTAKES

5 COMMON MOBILE MISTAKES

1. Using Strategies from Other Channels

2. Evaluating Quality Too Early

3. Focusing on Smart Phones Only

4. Using The Wrong Tracking and Analytics

5. Not Diversifying Enough

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MISTAKE #1:USING STRATEGIES FROM OTHER CHANNELS

• Mobile is a unique traffic source — unlike anything we’ve seen before

• Display• Search• Social• Email

• Need to consider mobile variables that affect performance

• Mobile Marketing is 3D Marketing

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MOBILE’S 3RD DIMENSION

2D MARKETING 3D MARKETING

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Variables Unique to Mobile

•Carrier / ISP

•Manufacturer Handsets

•Operating Systems and Platforms

•Creative Assets

MOBILE VARIABLES

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MISTAKE #2:EVALUATING QUALITY TOO SOON

• Quality on Mobile can vary drastically

• Ad networks and traffic vendors

• In-app / Mobile-enabled Web / Mobile Web

• Traffic type: Display, Incent, Push, Search

• Carrier vs. WiFi traffic

• Platforms and devices

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MISTAKE #3:FOCUSING ON SMARTPHONES ONLY

• Smartphones account for only 50% of phones in use*

• Approx. 50% of ALL mobile phones are feature phones• % use of feature phones higher in older demographics

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OTHER DEVICES TO CONSIDER

• Feature phones — OS, platform and manufacturer battles

• Tablets — Kindle, iPad, Nexus all work well for certain offers

• Phablets — Phone + Tablet

• Wearable devices — low-energy Bluetooth technology

• Others …

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MISTAKE #4:USING THE WRONG TRACKING & ANALYTICS

• Tracking in a cookieless world

• UDID, Apple IFA , OpenID, Odin, Android ID, Device Fingerprinting ...

• Server-2-Server tracking most accurate and cross-platform compatible

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MOBAFF TRACKER & MOBIT

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MISTAKE #5:NOT DIVERSIFYING ENOUGH

• Mobile is VERY fragmented

• No single dominant player

• New entrants and traffic types

• Technology evolving quickly

• Mobile RTB

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MAKING THE MOST

OF MOBILE

MAKING THE MOST OF YOUR MOBILE BUDGET

• Block WiFi traffic

• Start with mobile-enabled Web instead of mobile app traffic

• Track site IDs and placements

• Speed Kills — Maximize your redirect and page load times

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MAKING THE MOST OF YOUR CREATIVE ASSETS

Zoosk Android App Bank of America

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WHAT’S WRONG WITH THESE ADS?

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KEY TAKEAWAY

S

KEY TAKEAWAYS• Mobile is here

•Jump right in and don’t miss the gravy train

• Forget what you know — accept that mobile is unique

• Track, track and track some more

• Mobile marketing and technology is constantly evolving

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QUESTIONS?

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THANK YOU!ALEX TSATKINVP OF MOBILE, MEDIAWHIZ

ATSATKIN@MEDIAWHIZ.COM

www.MediaWhiz.com