mobile marketing campaign optimization

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Mobile Marketing Campaign Optimization Affiliate Summit East, New York City August 23, 2011 Gregg Stewart VP of New Media Platforms, Neverblue Media

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The mobile revolution is changing the face of online marketing. What does it take to be successful as a mobile publisher and what are the keys to a successful mobile marketing campaign? Experience level: Intermediate Target audience: Affiliates/Publishers, Merchants/Advertisers Niche/vertical: Mobile Publishing Gregg Stewart, VP, New Media Platforms, Neverblue

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Page 1: Mobile Marketing Campaign Optimization

Mobile Marketing Campaign Optimization

Affiliate Summit East, New York CityAugust 23, 2011

Gregg StewartVP of New Media Platforms, Neverblue Media

Page 2: Mobile Marketing Campaign Optimization

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

Page 3: Mobile Marketing Campaign Optimization

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

Page 4: Mobile Marketing Campaign Optimization

Mobile Device Use is Exploding.

Source: ITU, Mark Lipacis, Morgan Stanley Research

Page 5: Mobile Marketing Campaign Optimization

Mobilization is a Global Mega-Trend.

Source: JESS3 (May 2011)

Page 6: Mobile Marketing Campaign Optimization

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

Page 7: Mobile Marketing Campaign Optimization

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)

Page 8: Mobile Marketing Campaign Optimization

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

Page 9: Mobile Marketing Campaign Optimization

Marketing Campaign = Offer + Audience + Angle

Offer Audience

Angle

Marketing Campaign

Page 10: Mobile Marketing Campaign Optimization

Mobile Campaign Optimization

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Online performance marketing fundamentals apply …

Page 11: Mobile Marketing Campaign Optimization

Mobile Campaign Optimization

• Brand / Product

• Conversion

• Pay-out

• Quality

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Online performance marketing fundamentals apply …

Page 12: Mobile Marketing Campaign Optimization

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 …

Page 13: Mobile Marketing Campaign Optimization

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 …

Page 14: Mobile Marketing Campaign Optimization

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 …

Page 15: Mobile Marketing Campaign Optimization

Mobile Campaign Optimization

… but there are important differences.

CampaignDeployment

CampaignDesign

Traffic Sourcing and

Audience Targeting

Offer Sourcing

andSelection

Page 16: Mobile Marketing Campaign Optimization

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

Page 17: Mobile Marketing Campaign Optimization

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

Page 18: Mobile Marketing Campaign Optimization

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

Page 19: Mobile Marketing Campaign Optimization

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

Page 20: Mobile Marketing Campaign Optimization

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

Page 21: Mobile Marketing Campaign Optimization

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).

Page 22: Mobile Marketing Campaign Optimization

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

Page 23: Mobile Marketing Campaign Optimization

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

Page 24: Mobile Marketing Campaign Optimization

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

Page 25: Mobile Marketing Campaign Optimization

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%

Page 26: Mobile Marketing Campaign Optimization

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

Page 27: Mobile Marketing Campaign Optimization

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

Page 28: Mobile Marketing Campaign Optimization

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

Page 29: Mobile Marketing Campaign Optimization

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

Page 30: Mobile Marketing Campaign Optimization

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

Page 31: Mobile Marketing Campaign Optimization

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

Page 32: Mobile Marketing Campaign Optimization

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

Page 33: Mobile Marketing Campaign Optimization

… While Others are Carrier Restricted.

• New User Behavior

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Page 34: Mobile Marketing Campaign Optimization

… 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

Page 35: Mobile Marketing Campaign Optimization

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

Page 36: Mobile Marketing Campaign Optimization

Mobile Wallets Promise to Improve Conversion Rates.

• New Offer Sources

• New User Actions

• New Offer Restrictions

• New Payment Options

Offer Sourcing

and Selection

Page 37: Mobile Marketing Campaign Optimization

“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

Page 38: Mobile Marketing Campaign Optimization

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

Page 39: Mobile Marketing Campaign Optimization

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

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Page 40: Mobile Marketing Campaign Optimization

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Page 41: Mobile Marketing Campaign Optimization

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Search

Page 42: Mobile Marketing Campaign Optimization

Mobile Media Buyers Have Expanding Traffic Options.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Display

Search

Direct

Page 43: Mobile Marketing Campaign Optimization

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

Page 44: Mobile Marketing Campaign Optimization

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

Page 45: Mobile Marketing Campaign Optimization

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

Page 46: Mobile Marketing Campaign Optimization

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

Page 47: Mobile Marketing Campaign Optimization

Carrier Targeting is Easy and Often Required.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Page 48: Mobile Marketing Campaign Optimization

Device Targeting is Complex Yet Crucial.

• New Traffic Sources

• New Targeting

Traffic Sourcing and

Audience Targeting

Page 49: Mobile Marketing Campaign Optimization

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 !

Page 50: Mobile Marketing Campaign Optimization

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

Page 51: Mobile Marketing Campaign Optimization

Mobile Content Creation is Getting Easier and Faster.

CampaignDesign

• Mobile Publishing Tools and Site Frameworks

• Mobile-Optimized Landing Pages

• Device-Specific Testing

Page 52: Mobile Marketing Campaign Optimization

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 !

Page 53: Mobile Marketing Campaign Optimization

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

Page 54: Mobile Marketing Campaign Optimization

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

Page 55: Mobile Marketing Campaign Optimization

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

Page 56: Mobile Marketing Campaign Optimization

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

Page 57: Mobile Marketing Campaign Optimization

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

Page 58: Mobile Marketing Campaign Optimization

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

Page 59: Mobile Marketing Campaign Optimization

Progressive Targeting is Key to Efficient Optimization.

CampaignDeployment

• Progressive Targeting

• Deep real-time click-stream analytics

• Hyper-optimization

• Test, Test, Test !!!

Page 60: Mobile Marketing Campaign Optimization

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

Page 61: Mobile Marketing Campaign Optimization

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

Page 62: Mobile Marketing Campaign Optimization

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

Page 63: Mobile Marketing Campaign Optimization

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!

Page 64: Mobile Marketing Campaign Optimization

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 !

Page 65: Mobile Marketing Campaign Optimization

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”

Page 66: Mobile Marketing Campaign Optimization

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

Page 67: Mobile Marketing Campaign Optimization

Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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Case Study: Mobile Campaign Optimization

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The End

Thank you !!!