my things - mobile retail summit - april 2013
DESCRIPTION
TRANSCRIPT
Beyond the desktop:
Next gen, data-driven
mobile display
MYTHINGS – THE CONVERSION MACHINE
myThings is a global leader in
conversion-driven display advertising solutions
• We drive incremental sales by translating intent data to optimised, data-driven display ads in real time
• Our cross-channel offering includes personalised solutions for:
DRIVING SALES FOR TOP-TIER BRANDS
15 MARKETS, 800 CUSTOMERS, 160 EMPLOYEES
JAPAN
TURKEY
RUSSIA GERMANY
SCANDINAVIA ITALY BENELUX
UK
FRANCE
SPAIN
USA
LATAM INDIA
DRIVING DISPLAY INNOVATION PAST, PRESENT AND FUTURE
Static Retargeting
Dynamic
Personalised
Retargeting
RTB + Multi-Dimensional
Segmentation
1st, 2nd, 3rd party
data mix;
upper funnel
Before 2005 2005-2010 2011 2012
4th GENERATION
3rd GENERATION
2nd GENERATION
1st GENERATION
2013
5th GENERATION
Mobile, Video
personalisation
MOBILE ADVERTISING TODAY
Basic creative
Costly and inefficient
Static - No smart use of data
DATA-DRIVEN MOBILE DISPLAY
DATA-DRIVEN DISPLAY, NOW AVAILABLE ON MOBILE
HTML 5 and rich media banners
Data-driven optimisation aimed at increasing conversions of mobile traffic
Dynamic content generated in real time
CROSS-FUNNEL PERFORMANCE DISPLAY
Mobile Pretargeting
Mobile Dynamic Display
Personalized Mobile Retargeting
Potential customer
In-Market customer
Visitor
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U P P E R F U N N E L
M I D F U N N E L
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LOWER FUNNEL
HERE’S WHERE IT ALL COMES TOGETHER
NO
NO
YES
Publisher data, Consumer profile
and advertiser inventory
management priorities
User Intent, based on actual
product browsing Visual
recognition Text analysis
User’s interaction with
advertiser’s website
KEY DATA SOURCES VISITED ADVERTISER’S
Site/App?
Pretargeting, Look-alike
Upper funnel - Tactical
Mid funnel
Lower funnel - Retargeting
Recognizing, in real time, at which stage user is at in conversion path and showing him/her an
optimized banner based on available data
PERSONALISED MOBILE RETARGETING HOW DOES IT WORK?
1
User visits advertiser’s mobile site/app but quits without converting
2 When user later visits site/app on provider’s mobile network, she’s shown a personalised ad
3
Ad directs user back to product page
App-to-app retargeting Browser-to-app retargeting
COMING NEXT - COOKIE-LESS RETARGETING
Leveraging user log-in data to unify a given user’s history and
optimise across devices to create a single user purchase cycle
COMING NEXT - CROSS-DEVICE OPTIMISATION
LOCATION-BASED BEHAVIORAL TARGETING
Retargeting mobile users shopping at a
retailer’s stores while in-store or after visit
Acquire in-market prospects by targeting
mobile users who visited a competitor’s store
ENHANCED CREATIVE CAPABILITIES
On tap:
banner
expands
Click here to see it in action
On button tap:
redirection
to product page
ENGAGEMENT-DRIVEN MOBILE DISPLAY RICH MEDIA BRANDING IMPACT
bv bv bv
Finger gestures Tapping Swipe between products
ENGAGEMENT-DRIVEN MOBILE DISPLAY OPTIMAL MOBILE USER EXPERIENCE
ENGAGEMENT-DRIVEN MOBILE DISPLAY IN-BANNER PRODUCT VIDEOS
SUCCESS STORY MOBILE DYNAMIC DISPLAY
3.5% PCCR (Smartphone) 0.7%-1% CTR 7.7% PCCR (Tablet)
TO SUM UP
Personalised, data-driven solutions have completely transformed desktop display.
This transformation is already beginning to have a profound impact on mobile advertising.
EXCITING TIMES AHEAD!
THANK YOU