Meet the Speakers

What We’ll Be Discussing

The Influence of Mobile Technology on Shoppers

► Drive customers to stores without the product

► Frustrate potential new customers

► Alienate long-term, loyal customers

► Push customers to competitors’ products

► Lose revenue opportunities

► Damage relationships with retail partners

What Happens When You Don’t Know Product Availability?

Out-of-Stocks Cause Walkouts

Best Practices for Making Campaigns Stand Out

Leverage Data to Better Target Holiday Shoppers

What to know about shoppers:► Brand affinities, retailer affinities, demographics,

socioeconomic status

Keep in mind:

Where to gather data:

► Who shoppers are buying gifts for and employing unconventional targeting

► Shopper intent and context► Product availability

► User searches, sites where people are looking for ideas, store visit data, etc.

Product Availability Statistics

Challenge: Ensuring Ad Dollars Are Well Spent

Objective:► Build brand awareness and drive holiday in-store foot traffic around two new CE products

Problem:

Solution:

► Product is new to market► Not all Microsoft store locations carry promoted SKUs

► Ran product inventory check in reaching shoppers in and around store locations where product was available

► Created custom rich media creative in guiding path-to-purchase behavior► Measured foot traffic lift using ad ID matching methodology

Using LocationPowered by Context

Challenge: Delivering Relevant Ads

Objective:► Popular department store running a campaign to sell store brand air conditioners

Problem:

Solution:

► Determine the right factors that would trigger the ad to appropriate shoppers

► Turned on weather trigger targeting► Use the right context to determine when to show the ad including:

▸ Only showing the ad to shoppers when the temperature was over 80 degrees ▸ Confirm product was available in-stock at a nearby store▸ Power product finder of rich media expandable ad unit

Creating Engaging Content

► Align the mobile experience and content with the goals of your campaign

▸ E.g. Is it to drive-to-store, increase interaction, promote email sign-ups, etc.

► Create a clear call-to-action

► Customize experience based off of context▸ Make it local and relevant to shoppers

► Provide multiple avenues for interaction and engagement

▸ E.g. Video content, links to social channels, lookbooks, etc.

Challenge: Make Mobile Ads Stand Out

Situation:► A feminine product brand wanted to create a dynamic mobile ad experience that would motivate

shoppers to purchase products in-store

Problem:

Solution:

► Getting shoppers to engage and interact with the ad

► Drive shoppers to brick-and-mortar locations

► Offer a variety of interactive content► Create clear call-to-actions► Show exactly where the shopper can

find that product - including nearby stores and their hours of operation - so they can easily make a purchase when they get to the store

Challenge: Build Content That Promotes Drive-to-Store

Situation:► ShopAdvisor built a mobile landing experience for the ShopNow! with ELLE program

that motivates users to make in-store purchases at participating retailers

Problem:

Solution:

► Getting users to interact with the brand’s mobile content► Drive mobile users into an actual brick-and-mortar location to make a purchase

► Customize the experience, showing only products that are available in-store► Include video, links to social channels, lookbooks blending editorial and ad content► Include clear call-to-actions to motivate the shopper to interact with products

Summary

Key points► Mobile shopping and in-store purchases are not at odds with each other

► Know where your products are in-stock

► Understand shoppers’ affinities and motivations for better targeting

► Location-awareness becomes much more powerful (and useful) when

combined with context

► Relevancy and customization go a long way with the mobile ad content

experience

Q&A