mobile marketing campaign optimization

Mobile Marketing Campaign Optimization

Affiliate Summit East, New York CityAugust 23, 2011

Gregg StewartVP of New Media Platforms, Neverblue Media

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Mobile Device Use is Exploding.

Source: ITU, Mark Lipacis, Morgan Stanley Research

Mobilization is a Global Mega-Trend.

Source: JESS3 (May 2011)

Ad Budgets are Mobilizing to Follow Consumers.

Source: Smaato Mobile Advertising Trends 2011, IAB Internet Advertising Revenue Report (4/11)

Global Mobile Advertising Budget in 2015

$10 Billion

Mobile Advertiser Campaign Goals

Mobile Lead Generation is Hot !

Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Marketing Campaign = Offer + Audience + Angle

Offer Audience

Angle

Marketing Campaign

Mobile Campaign Optimization

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Online performance marketing fundamentals apply …

Mobile Campaign Optimization

• Brand / Product

• Conversion

• Pay-out

• Quality

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Online performance marketing fundamentals apply …

Mobile Campaign Optimization

• Brand / Product

• Conversion

• Pay-out

• Quality

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

• Media Channels

• Traffic Sources

• Targeting

Online performance marketing fundamentals apply …

Mobile Campaign Optimization

• Brand / Product

• Conversion

• Pay-out

• Quality

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

• Media Channels

• Traffic Sources

• Targeting

• Marketing Approach

• Banners

• Landing Pages

• Conversion Path

Online performance marketing fundamentals apply …

Mobile Campaign Optimization

• Brand / Product

• Conversion

• Pay-out

• Quality

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

• Media Channels

• Traffic Sources

• Targeting

• Marketing Approach

• Banners

• Landing Pages

• Conversion Path

• Testing

• Learning

• Optimization

• Test, Test, Test !!!

Online performance marketing fundamentals apply …

Mobile Campaign Optimization

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Mobile Campaign Optimization

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Mobile Campaign Optimization

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

• New Traffic Sources

• New Targeting

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Mobile Campaign Optimization

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

• New Traffic Sources

• New Targeting

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Mobile Campaign Optimization

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

• New Traffic Sources

• New Targeting

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Mobile Represents a Massive Global Lifestyle Shift.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Source: GetElastic (Nielsen Q1 2011 Mobile Connected Device Report).

Mobile Users are Demanding and Unforgiving.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

• Attention spans are short and fragmented− Multi-tasking

− Frequent context-switching

− Short bursts of focused attention

• Engagement must be instant− Immediate relevancy

− Bite-size information units

− Simplified atomic actions

Great Mobile Offers Don’t Grow on Trees !

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

• Dating• Ringtones

• Gaming• Entertainment

• App Downloads

• Financial Services• Education• Biz Opp’s

Mobile Affiliate Networks are a Great Source of Offers.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Mobile Technologies Enable New Conversion Types.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Source: Jumptap MobileSTAT Report, July 2011 “Marketplace Click Destinations”

Click to Web

Click to Download

Click to Call

Click to iTunes

78%

19%

2%

1%

Premium SMS Offers Launched Mobile Marketing.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Short-form Enrollment Offers Migrate Easily to Mobile.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Click-to-Call Offers are “Tailor Made” for Mobile Phones.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Hybrid Offers Extend Mobile to the Desktop.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Click-to-Install is Brand New for Mobile Smart Devices.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Many Mobile Offers are Device Restricted …

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Many Mobile Offers are Device Restricted …

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Example: Smart Phone and Tablet Offer

… While Others are Carrier Restricted.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

… While Others are Carrier Restricted.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Example: US-only Mobile Offer

Direct to Carrier Billing is Friction-Free but Limited.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Mobile Wallets Promise to Improve Conversion Rates.

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

“Wave and Pay” is the Mobile Click-and-Mortar.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Mobile Ad Types: “Something Old, Something New”.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Search

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Search

Direct

It Pays to Master Mobile Traffic Sources.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

• Inventory Profile− Geographic Distribution

− Volume

− Type (Sites, App’s)

− Categories

− Demographics

− Cost

• General Self-service Capabilities

• Targeting and Tracking Capabilities− Self-Serve

− Premium Assisted

• Availability of Account Services

Mobile Advertisers Want Sophisticated Targeting ...

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)

Campaign Targeting Targeted Audience

Popularity of Targeting Modes

… But Mobile Targeting is Still Fairly Limited.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Source: Jumptap MobileSTAT Report, June 2011

Mobile Demographic and Behavioral Targeting are Indirect.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Carrier Device

Site/Publisher Geo

Demographic TargetingBehavioral Targeting

Carrier Targeting is Easy and Often Required.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Device Targeting is Complex Yet Crucial.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Mobile Site Targeting Can Make or Break a Campaign.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

• Most traffic sources are opaque

• Site optimization is critical− Best via “Publisher ID” or “Site ID”

− If not available, then use Channel Targeting

• Blocking non-converting sites is huge !

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Mobile Content Creation is Getting Easier and Faster.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

Mobile Landing Pages: “To Be or Not to Be?”.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• LPs make sense in many situations− To meet advertiser requirement

− To creatively move user towards conversion

− To filter out low-quality or low-intention leads

− To minimize “pocket dials” on click-to-call offers

• But there are exceptions− For offers with 1-click conversion

− For offers where lead quality not critical

• As always: Test, Test, Test !

General LP Design Fundamentals Apply to Mobile.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• LPs act as targeting / filtering devices− Relevant and engaging

− Consistent with ad banner

• Good LPs motivate immediate action− Clear statement of value

− Limited options and choices

− Use of scarcity as an incentive

− Support progressive conversion

• Variation, testing, optimization are essential− Creatives and ad copy

− Position of call-to-action buttons and text

− Ads with and without images

− Et cetera

Mobile LPs Must Be Optimized for Mobile Viewing.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• LPs must be viewable on target devices− Device-aware design to ensure rendering

− Small images to speed page loading

− Flash-free (except in limited situations)

• LP viewing must be mobile-optimized− Visually clean and simple

− Fonts readable without need to zoom

− Clear above-the-fold calls to action

− Universal icons to avoid user confusion

− Single-column design for natural expand/contract

− Brief text copy to avoid need for scrolling

− Link to standard website for smart devices

− Option: custom-designed LPs for high-converting devices

Mobile LPs Must be Optimized for Mobile User Input.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• User input must be bullet-proof− “One finger, two thumbs” design for easy input

− Thumb-clickable LP elements to facilitate clicking

− Button isolation to avoid accidental clicking

− Easy-to-click links for required navigation

• Conversion must be friction-free− Short and easy-to-complete forms

− Click-to-call buttons for specific offers

− Consider Email bridging for long form enrollments

Proper Display of Mobile LPs is Not Automatic!

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

Bucket Key Features to identify BucketTablets

• Strong support for modern “PC” browser functionality• Devices support the use of cookies. • Supports the use of modern “look and formatting” languages (CSS, HTML5)• Large display • Often support landscape mode

High-end smart phones

Mid-range smart phones and feature phones

• Unreliable support for modern “PC” browser functionality. • Basic support for “look and formatting” languages. • Landscape orientation support is rare.• Typical Display: 240 x320

Low-end devices • Basic to no support for modern “PC” browser functionality. • Basic to no support for “look and formatting” languages• Significant bandwidth constraints. • Typical Display: 176 x 220

Legacy Devices • No support for modern “PC” browser functionality. • No support for “look and formatting” languages• Typical Display: 128 x 160

Device Testing is Required to Avoid Wasting Clicks.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

• Test LPs across all target device types− Page rendering / display

− Page load performance

− Test important devices specifically !

• Leverage available testing tools

ModifyHeaders

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Progressive Targeting is Key to Efficient Optimization.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

Phase 1: Identify Promising and Doubtful Segments.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

• Broad blanket coverage• Minimal spend• Financial Target = Minimal Loss

Phase 2: Probe Promising Segments.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

• Focused targeting• Controlled spend• Financial Target = Break-even

Phase 3: Mine Top-Performing Segments for Profit.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

• Micro-focused targeting• Managed spend• Margin protection• Financial Target = Max Profits

Advanced Click-Stream Analytic Tools are Essential.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

• Track everything possible !

• Mine / visualize data

• Correlate segment performance with:− Device Make, Model and Operating System

− Carrier

− Screen Resolution

− Browser Type and Capabilities

− Geo-location

− Referral Site

• Strong analytics can transform a losing campaign into a big winner!

Hyper-optimization Converts “Zeros” to “Heroes”.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

• Become a “data junkie” !

• Adopt a structured, iterative approach− Established Baseline

− Site Optimization

− Device optimization

− Carrier optimization

• Optimize campaigns frequently− Master Excel pivot tables

− Learn from analytic results

− Eliminate weak-converting segments

− Increase spend in strong-converting segments

• Don’t throw out the baby with the bath water !

Mobile Campaign Optimization

CampaignDeployment

• Deep real-time click-stream analytics

• Progressive Targeting

• Hyper-optimization

• Test, Test, Test !!!

Always Rememberthe

Affiliate Marketer’s Mantra:

“Test, Test, Test”

Presentation Overview

1. Mobilization and Performance Marketing

2. Mobile Campaign Optimization

− Offer Sourcing and Selection

− Traffic Sourcing and Audience Targeting

− Campaign Design

− Campaign Deployment

3. Case Study: Optimization of a Short-form Campaign

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

Case Study: Mobile Campaign Optimization

The End

Thank you !!!