looking beyond traditional targeting in mobile
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LOOKING BEYOND TRADITIONAL TARGETED ADVERTISING TO DRIVE APP DOWNLOADSShringar Pangal | November 2013
“Traditional” Targeting On Mobile
Device
Carrier
Geo
Location
Demographic
User Interest
Context
EXPLORING USER
TARGETING ENGINEERED
FOR APP DISCOVERY
Cross Channel Negative Targeting!
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Cross Channel Lookalike Modeling
Cross Channel Retargeting
Advanced Targeting For App Developers
1
2
3
1. Retargeting
Clickers Downloaders
App
Your friends are waiting for you. Play today!
App
Your friends are waiting for you. Play today!
Viewers or Clickers
App
2. Look-alike Modeling and Targeting
High LTV Users
Travelers
Food Enthusiasts
Sport Enthusiasts
Enriched with 3rd Party Data
Analyze User Interests
Target
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3. Negative Targeting
Publisher App
Your friends are playing. Play today!
But before that…
Ensure targeting is accurate and effective
Cross Channel De-duplication
WITHOUT Cross Channel De-duplication
IDFA
ODIN1
Fingerprint
IDFA
IDFA
IDFA
ODIN1
Fingerprint
WITH Cross Channel De-duplication
IDFA (App 1)
ODIN1
Fingerprint
IDFA (App 2)
IDFA (App 3)
IDFAODIN1
Fingerprint
Global User Identifier
Auto-Fatigue Management
Number of clicks
Prob
abili
ty o
f Con
vers
ion
User clicks the ad a number of times before downloading
the app
After a while, number of clicks and user interest drops
Optimal Frequency
• Unique User Identification• Personally Identifiable Information• Potential Scale Of Campaign• Tracking Solutions• Combination Of Targeting
Top 5 Questions To Ask Your Ad Network
THANK YOU
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