Jamie Turner | 60 Second Marketer | @AskJamieTurner

Advanced Mobile Targeting Techniques

Let’s Get to Know One Another

I’ve written a few books

I’ve helped a few clients you may have heard of

And I get on TV sometimes

But my #1 focus is helping people like you leverage mobile marketing.

Let’s Dive In

TrackingEngagement

Targeting

Targeting

60secondcommunications™

The Old System: Shots in the Dark

60secondcommunications™

Targeting• Demographics (e.g., HHI, age, etc.)

• Location (e.g., people in office buildings, people in airports, people near Philips Arena, etc.)

• Context (e.g., ESPN.com readers only, NBA.com, etc.)

• Behaviors (e.g., engage with friends on Facebook, play games on mobile apps, etc.)

But it Gets Even Better. Way Better.

60secondcommunications™

The Future is Now123 Smith Street 124 Smith Street 125 Smith Street

It’s Time for Fact or Fiction

Fact or Fiction: The scientific term for fear of losing your mobile phone is called aeo-o-phobia.

Fiction! The actual term (and there is one) is nomophobia.

TrackingEngagement

Targeting

Tracking

60secondcommunications™

TrackingDesktop

Mobile

Telephone

Arena

Other

Tracking Reporting

60secondcommunications™

Tracking the Consumer Purchase1. On Tim’s way to work, he sees an ad for your

brand on CNN.com via his smartphone.2. At noon, he sees another ad for your brand

on ESPN.com via his tablet.

3. That afternoon, he sees an ad for your brand on Fortune.com via his desktop.

4. That night, he purchases your product via phone, website or at retail, but unlike other ad campaigns, we can attribute his purchase to the specific desktop and mobile ads he saw that day!

TrackingEngagement

Targeting

Engagement

Engagement• MediaPost reports that rich

media ads have an engagement rate that’s 26 times greater than traditional banner ads.

• Other studies indicate that the engagement rate is a more accurate measurement of a campaign’s future success than the click-through rate.

Mobile Advertising• Sequential Ads: Ads scroll

horizontally to reveal a series of sequential messages.

• Click-to-Expand: Expands to a larger unit and stays expanded until user closes the ad.

• Auto Expand: Delivers a sneak peek of the ad for about one second, then shrinks back to the traditional size.

Mobile Advertising• Gallery/Carousel:

Images can scroll up, down, left or right.

Mobile Advertising• Native Ads: A growing trend and

possibly the future of the majority of mobile advertising.

People view native ads 53% more than banner ads. 70% of individuals want to learn about products through content rather than through traditional advertising. 32% of consumers said they would share a native ad with friends and family vs 19% for banner ads.

Source: Inc. Magazine

Mobile Advertising• Store Locator: Presents the

nearest locations in Google, Apple, or Bing Maps.

• Distance Locator: Drives traffic to store locations by showing the distance to the nearest location.

Mobile Advertising• Hotspot: Can be used to

highlight product features or to provide interactive messaging.

• Games: Leverages games in order to increase engagement.

Mobile Advertising• Accelerometer: Engages a user

by tiling, turning or shaking.

• Swipe-to-Rotate: 360 degree view of a product like a car, lawnmower or sofa.

• In-Line Banner Video: Auto-plays a short video clip.

The Next Wave: Proximity Marketing

Proximity Marketing delivers the right message, to the right

person, at the right time.

It includes iBeacon, but goes beyond that into technologies that don’t

require app downloads or login.

It’s Time for Fact or Fiction

Fact or Fiction: Harris Interactive reports that 20% of those surveyed have used smartphones during sex.

Fact: 20% of adults say they’ve used their mobile devices during sex.

Action Steps for You

Jamie.Turner@60SecondCommunications.com

60secondmarketer™

Tools, Tips, and Tutorials for Marketers

60secondcommunications™

Digital and Traditional Marketing That Works