it's all about audiences: taking a data-driven approach to mobile - benjamin hansz
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Benjamin Hansz
Vice President, EMEA & APAC
@bjhansz
It’s All About Audiences:
Taking a Data-driven Approach to Mobile
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If you’re not targeting audiences on mobile...
...you’re about to get lapped by your competition!
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And you’re wasting your money
Audience targeted campaigns can lower costs
by as much as 30%
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Here’s why
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Consumers spend more
time in mobile apps than
they spend watching TV 198MINUTES
168MINUTES
Daily average time spent
Source: Flurry (Q2 2015)
Mobile is massive
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Digital media consumption 2015
90% MOBILE APPS
60% MOBILE
40% DESKTOPConsumers spend the
majority of their digital media
time in mobile…
… and 90% of mobile time
is spent in apps.
Source: comScore / Flurry
Mobile is app-centric
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Print Other Mobile
2009 2010 2011 2012 2013 2014
Source: MarketsandMarkets
Mobile is the ONLY channel that is growing
in regards to share of time
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Blueprint for mobile success:
It starts with data
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More data sources = better audiences
Behavioral data
• Mobile device IDs
• In-app events
• RTB infrastructure data
First-party
data
• IP addresses
• Facebook IDs
• Twitter handles
• Email addresses
Third-party
data
• Neustar
• eXelate
• More
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Most commonly used data sources
Source: Econsultancy,
June 2015
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Lookalikes
Audiences with characteristics similar to existing users
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Lookalike performance improvements
● 15-20% lower CPI
● 15-20% lower CPR
● 20-30% lower CPPU
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Reaching audiences
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Multi-channel access and syndication
Reach your audience
wherever they are, across
all leading programmatic
channels.
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Optimizing for results
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Continually optimize for results
Integrated trackingTrack media performance and user LTV across all
channels to enable sophisticated optimization.
Cross-channel optimizationAllocate money to the channels that deliver
audience members most effectively.
Ad format optimizationMove spend to the formats that perform best,
including display, interstitials, native, and video.
Creative optimizationMatch messages and creative to stages of
customer journey; learn and optimize to
best-performing units.
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The mobile customer journey
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Awareness Interaction Loyalty
Kelly does some
research on the
manufacturer’s web site,
and a pixel captures her
IP address..
Publisher continues
to re-engage with
Kelly at meaningful
times to increase
her lifetime value
Sporting equipment
manufacturer wants
to build awareness of
a new hiking boot.
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Native ad on Twitter
gets Kelly’s attention
with tailored creative..
Kelly sees and clicks on
a follow-up ad in her
mobile Facebook feed
and buys the boots.
After she starts using the
boots, ads encourage Kelly
to rate, review, or share her
opinions.
Example: a sporting equipment manufacturer reaches
and connects with a new customer throughout her customer journey.
KellyOutdoor enthusiast
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Continuous audience updates are key
● Up to 30% lower CPC
● Up to 50% lower CPI
● 5x better ROI
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Audience targeting leads to success
Health app
● 13% lower CPI
● 9% lower CPRU
● 13% lower CPR
● 17% lower CPP
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Audience targeting leads to success
Game app
● 23% lower CPI
● 21% lower CPRU
● 32% lower CPR
● 21% lower CPP
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Fiksu is the largest independent
source of mobile audience data
2.8Bmobile profiles
5.9Bapp downloads
16.9Tmarketing events
60Bdaily impressions
Major advertising players (Google, Facebook) also have lots of data—but only Fiksu
allows you to cost effectively put that data to use across many marketing channels.
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Fiksu data includes mobile
ID-based profiles of over
60% of all smartphones
and tablets ever shipped
worldwide
Source: eMarketer
60%
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What Fiksu does
Build Audiences
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Reach Audiences Optimize for Results
dataYour data
Third
party data
ID-based lists Track, update, adjustWho not where