webinar: mobile marketing

Mobile Marke+ng Campaigns - Katana August 2016

MOBILE MARKETING CAMPAIGNS

AUGUST 31, 2016


KATANA WEBINAR SPEAKERS

ANDREAS ROELLEXECUTIVE CHAIRMAN - PRESENTER

COREY ZALEWSKIMEDIA MANAGER - PRESENTER

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Recogni(on Where we are

Who is Katana?

HQ: San Diego, California Phoenix, Arizona

Kiev, Ukraine

Washington, DC

Quick facts

• Founded in 2012 (privately funded) • 18 Proprietary Ad Technologies • 68 Data Partnerships

DATA POINTS PROCESSED MONTHLY

1.34 BILLIONUNIQUE COOKIES PROCESSED MONTHLY

60 MILLION

AND OVER 2,000 CAMPAIGNS LAUNCHED IN Q1

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Why Katana?

Katana provides next genera+on digital media solu+ons via innova+ons in data modeling and adver+sing technologies.

We combine advanced audience data models with highly sophisMcated technology infrastructure to run smarter paid media campaigns.

Unlock media poten(al with smart campaigns

Our catalog campaign packages provide marketers and agencies the ability to reach audiences in unprecedented ways.

Smarter digital adver(sing, smarter results

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MOBILE IS DRIVING INTERNET GROWTH

There are 6.8 billion people in the world, and 4.6 billion people own a mobile device. To put this stat in perspec+ve,

only 4.2 billion people own a toothbrush.


Of those 4.6 billion people with mobile devices, 1.9 billion users have smartphones.

The average mobile user spends 3+ hours per day on their device.

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MOBILE PROGRAMMATICMOBILE PROGRAMMATIC SPENDING IS PROJECTED TO REACH $15.45 BILLION IN THE US BY THE END OF 2016, ACCOUNTING FOR 69% OF ALL POGRAMMATIC DIGITAL AD SPENDING.

Mobile will account for HALF of all digital ad spend in 2016, totaling

an es+mated $100 billion.

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SPENDING IS PROJECTED TO REACH $15.45 BILLION IN THE US BY THE END OF 2016, ACCOUNTING FOR 69% OF ALL PROGRAMMATIC DIGITAL AD SPENDING.


Publishers, like Facebook, have begun to refocus marke+ng efforts and budgets to

mobile over desktop.

80% OF FACEBOOK’S AD DOLLARS COME FROM

MOBILEIn 2014, Facebook rolled out its mobile ad

network, which syndicates a brand’s ad across third-party apps.

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First-party in-app na1ve ads account for the largest mobile na+ve revenue. However, third-party in-app na1ve ads are projected to annually grow 70.7% by 2020

THIRD-PARTY IN-APP NATIVE WILL ACCOUNT FOR 10.6% OF ALL MOBILE DISPLAY ADVERTISING, AGGREGATING $8.9 BILLION BY 2020.

Source: Facebook for Business

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Consumers are 70% more likely to act upon a mobile search within an hour versus 30% of all desktop searches.

90% of mobile device users spend their media +me in apps.

Users browse 286% more products in-app than on the mobile web, and they are 3X more likely to convert in-app than on the mobile web.

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THE POWEROF MOBILE

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THE FUTURE OF ADVERTISING

IN-APPADS

NATIVE ADS

MORE OPPORTUNITY TO TARGETReinforced By Location Data – Unlocks

Rich Layers of Data (Weather, Local Events or Demographics)

MAJORITY OF MOBILE BY 202075.9% of Ads Will by Native by 2020,

Aggregating $53 Billion of Total Ad Dollars

Desktop converts 2X mobile web, BUT na+ve app converts 1.5x desktop and 3x mobile web.

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MOBILE CAMPAIGN STRATEGIES How Do Your Strategies Compare?

01. Buying Strategy

02. Crea+ve Strategy

03. Tracking & Acquisi+on


BUYING STRATEGY OVERVIEW

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Personalized and Clear Call-to-Ac+ons

Use Local Informa+on and Loca+on-based Targe+ng

Programma+c Offers More Advanced Targe+ng

Leverage Comprehensive Device-based Profiles

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It’s important to understand the different data layers and how they work within the sales funnel. Remember that desktop targeMng might not apply to mobile.

KATANA’S APPROACH TO MOBILE BUYING STRATEGY


BUYING STRATEGY TIPS

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GEOTARGETING DEVICE TYPE CROSS DEVICE

Take Advantage of Geotarge+ng and the Ability to Geo-fence a Par+cular

Loca+on

If You Know Apple Users Are Your Target, Don’t Bother With Android

Owners

Targe+ng the Same Users On Their Desktop, Tablet and Mobile Device Will Increase Frequency and

Align Airibu+on

KATANA’S APPROACH TO MOBILE BUYING STRATEGY


CREATIVE STRATEGY OVERVIEW

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OPTIMIZE FOR MOBILE DEVICES

INCLUDE CALL-OUT EXTENSIONS OR CLICK-TO-CALL

RIGHT SIZE IMAGES FOR MOBILE PLACEMENTS

MOBILE COMMERCE “BUY” BUTTONS

CONTEXTUALLY RELEVANT: USEFUL, CURRENT AND LOCAL 01.

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KATANA’S APPROACH TO MOBILE CREATIVE STRATEGY


CREATIVE STRATEGY TIPS

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Adopt the Latest Ad Products

Personalize Imagery For Each Audience Persona (Focus on 1-1 Messaging)

Strategically Refresh Assets 1-2 Weeks Across Various Channels

Use Current Events or Local Happenings in Your Campaign

KATANA’S APPROACH TO MOBILE CREATIVE STRATEGY


MOBILE RESPONSIVE WEB

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TRACKING AND ACQUISITION

Mobile apps don’t support cookies, so tracking spend or revenue is challenging.

Choose a tracking and analy+cs plaqorm

Integrate transac+onal data with your mobile marke+ng plaqorm

Track beyond CPC or CPI -- like engagement, reten+on, scroll metrics, +me spent on a page and mone+za+on to determine ROI

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Source: Venturebeat.com

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TRACKING AND ACQUISITION

Mobile tracking is different than desktop tracking.

Source: Venturebeat.com

01. Desktop and Mobile Web Adver+sing (Banner Ads or Paid Social That Lead to Your Website) 02. In-App Ads That Send Traffic to Your App (Such as Downloading Your App) 03. Adver+sing Within Apps to Send Traffic to Your Website

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SOLUTIONS TO MOBILE TRACKING

Differen+ate Mobile Versus Desktop Set Up to Ensure Clear Performance Tracking.

Measuring effec+veness of app-to-website is difficult because informa+on is only tracked during the in-app browsing session and not post-click. Try to accumulate as much informa+on about the user during the in-app browsing session with a simple, well-designed UX.

Capture emails or phone numbers

If you’re referring traffic from in-app ads to your brand’s app, cookie tracking is impossible to measure. Implement a capable mobile airibu+on solu+on to match the user’s adver+sing ID with the publisher, and use resources like cohort analysis and re-marke+ng.

Source: Medium.com

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MOBILE MARKETING TAKEAWAYS

1. Focus on people and target audience - not the device or channel

2. Understand customers’ purchasing behaviors and process

3. Op+mize site and landing pages for mobile web

4. Implement a capable mobile airibu+on solu+on for effec+ve tracking

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BE DATA DRIVEN.

Stay in touch!

Contact: [email protected] 225 Broadway Suite 430, San Diego, CA 92101

mailto:[email protected]

webinar: mobile marketing

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