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Location Based Mobile Advertising: It’s All About Results! MMA Webinar Series July 2014 Sponsored By:

Location Based Mobile Advertising

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Location Based Mobile Advertising:

It’s All About Results!

MMA Webinar Series

July 2014

Sponsored By:

About the MMA

As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large

For more information about membership email: [email protected] or visit http://www.mmaglobal.com/member-center/benefits

• INSIGHTS:Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness

• CONNECTIONS:Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter

• IMPACT:

• Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile

7/14/2014 Proprietary & Confidential2

Presenters

7/14/2014 Proprietary & Confidential3

Moderator

Leo ScullinHead of Global Industry InitiativesMobile Marketing Association

Heather SearsVP, MarketingYP

Brett KohnDirector of MarketingThinknear

Managing Your Questions

7/14/2014 Proprietary & Confidential4

Share the Insights

#MMAWeb

OVERVIEW

• Understanding Marketplace Growth and Challenges

• Why Location Measurement Matters

• Key Location Metrics

• Summary

Understanding Marketplace Growth & Challenges

Ad Spend Has Not Caught Up to Consumer Usage

Source: @KPCB, IAB, eMarketer

Lack of Metrics Inhibits Faith in ROI

Is producing ROI29%

Will eventually produce ROI51%

Is unlikely to produce ROI16%

Other4%

Attitudes Toward Mobile Marketing’s Effect on ROIAccording to Marketing Professionals Worldwide

Nov 2013, % of respondents

Source: ExactTarget, "2014 State of Marketing," Jan 8, 2014

Effective Mobile Measurement Starts with Location

56% of mobile-driven purchases actually occur

in-store

More than 50% of smartphone users expect

business locations to be within 5 miles of

their current position

Source: xAd/Telmetrics Mobile Path to Purchas 2014, Google 2011

90% of Smartphone users search locally

Consumers Have Come to Associate Location with Mobile Campaigns

Identifying Key Location Metrics

Driving

Foot Traffic

Increasing

Brand Awareness

Influencing Offline

Purchases

Three primary mobile campaign objectives as

identified by agency marketers

Aligning Metrics with Campaign Objectives is a Key Starting Point to Measuring Success

Source: Thinknear/DMR Buyer Insights Survey, April 2014

Example Location-based

Campaign Tactics

• Standard GeoTargeting

• GeoAudience Targeting

Demographic, ethnographic or

purchase driven

• Contextual Location Targeting

Environmental or event driven

Courtesy: MMA

Objective 1:Increasing Brand Awareness

Location-Based Measurement

Options

Click Through Rate

User engagement indicator

Unique Audience Reach

Scale across the campaign

Brand Lift

Increase in awareness or intent

Objective 1:Increasing Brand Awareness

What is it

A basic ad performance measure, made popular in digital

advertising, brought over to mobile as an initial proxy for

understanding user engagement with mobile ads.

How does it work

Determined using a simple calculation (Ad Clicks/Ads

Served)

How is it used

Based on the percentage of ads click on, divided by the

total number of impressions served

Click Through Rate

Campaign Overview:

• Targeting through location- based

behavioral profiles and scientific

campaign optimization

• Focus on the NY, Chicago and LA

DMAs

Measurement:

• Campaign doubled industry

benchmark CTR as well as ROAS

Case Study: Click Thru Rate

Source: YP

What is it

The percent of target consumer group exposed to a mobile ad

at least once during a specific period of time.

How does it work

In mobile this is typically based on the number of unique device

ID’s (IDFA, AAID, etc.) reached during the campaign period

How is it used

Unique Audience Reach is used to ensure that your ad

message was reached by a large audience vs. a small

audience seeing your ad multiple times

Unique Audience Reach

Campaign Overview:• Raise awareness of Goodwill donation centers

among Hispanic audiences nationwide

• Focused on key markets and the localized

activities of Hispanic users as they conduct their

mobile-driven lives

Measurement:• The campaign over-performed among target

Hispanic audiences, demonstrating this group was

nearly 60% more likely to visit Goodwill Donation

Centers than the average consumer

Case Study: Unique Audience Reach

Source: xAd

What is it

Determines if an ad campaign effectively increased the awareness

or lift of a brand, product, etc., post ad exposure.

How does it work

This is typically conducted via a survey to an exposed group of

mobile users (test), compared to survey responses from a non-

exposed group of users (control).

How is it used

Brand Lift can take several forms but is most often used by

marketers to measure the effectiveness of campaigns, and to what

extent their advertising has shifted consumer perception and intent

against previously calculated metrics.

Brand Lift

Campaign Overview

• Mobile rich media focused on promoting allergy medication

• Geotargeting based on real-time pollen counts

• Where-to-buy and coupon execution

Measurement Tactics

• Lift in Brand Favorability, Purchase

Intent and Awareness

• Survey driven control/exposed

driven approach

Case Study: Brand LiftBig Pharma Generates Brand Awareness Through

Rich Media and Content

Source: Thinknear

Example Location-based

Campaign Tactics

GeoFence Targeting

Real-time proximity to

advertiser locations

Competitor Conquesting

Real-time proximity to competitors

Dynamic Creative

Localized content on-the-fly

Objective 2:Driving Foot Traffic

Location-Based Measurement

Options

Store Locator Actions

Post-click measurement of map

and/or navigation sessions

Store Visit Lift

Increase in store foot-traffic

attributable to mobile campaign

Objective 2: Driving Foot Traffic

What is it

Post-click actions – such as click to view a map or navigate to a store

location – that illustrates a strong intent to visit a physical location

How does it work

Typically referred to as a percentage of secondary actions post an ad

click. Calculation is similar to CTR except based on all secondary ad

click actions.

How is it used

By providing these types of actions to consumers, typically in a post

ad click environment such as a landing page, advertisers have the

ability to understand the level of interest and engagement in the

campaign at hand and likelihood of consumer foot traffic associated

with that campaign.

Store Locator Actions

Campaign Overview:• Increase local awareness of Outback’s

Wednesday dinner specials among five locations

in the Indianapolis DMA

• Leveraged localized search insights to serve

location-dynamic creative and landing pages

within key pockets of activity inside a five mile

area surrounding each location

Measurement:• Campaign exceeded the client CTR benchmark

by 25%

• 48% of secondary action activity was click to

map and driving directions

Case Study:Store Locator Actions

Source: xAd

What is it

A metric with various formulas (and names), depending on the

advertiser or vendor, but all built around a notion of measuring increased

foot traffic as a result of a mobile campaign.

How does it work

This measurement can be conducted two ways:

• Mobile panel who have agreed to have their location behaviors

tracked via a mobile app installed on their phone

• Tying location based mobile ad requests of exposed and non-

exposed users to other ad requests seen in or near the store(s)

which were advertised

How is it used

To understand the real-world impact of a mobile ad campaign by

tracking mobile user visitation to brick and mortar store fronts, and

measuring shifts in traffic patterns by those exposed to the ad campaign

as well as those unexposed.

Store Visit Lift

Campaign Overview

• National campaign

• Localized creative content for each location

• Dynamic distance tags to encourage visits

• Pricing Specials

• Store Hours

Measurement

• Restaurant visitation lift via panel study

• 2.16% post-click store conversion rate

• $1.35 cost per store visit

National Pizza Chain Leverages Store Visit Lift to

Measure Mobile Campaign

Case Study:Store Visitation Lift

Source: Thinknear

Example Location-based

Campaign Tactics

Geo-retargeting /

Behavioral Targeting

Brand-specific or category

retargeting based on location

history

Dynamic & Localized Content

Content optimized by location

context

Couponing & Promotions

Purchase-driving incentives

Objective 3: Influencing Offline Purchases

Location-Based Measurement

Options

Phone Calls

Qualified leads by locality or to central

call centers

Coupon Redemption

Tracking by location and/or campaign

strategy

Sales Lift

Direct or regression based lift

measurement

Objective 3:Influencing Offline Purchases

What is it

Ability to click thru a mobile ad and place a call directly to the

business being advertised, in device.

How does it work

Typically referred to as a percentage of secondary actions post

an ad click (CTC). Calculation is similar to CTR except based on

all secondary ad click actions.

How is it used

Typically used as part of a set of secondary actions offered on a

mobile landing page. Phone calls are made to a specific business

location, and from there more specific metrics can be tracked

such as length of call.

Phone Calls

Campaign Overview

• Leverage mobile’s unique “just in time” access to

targeted consumers in order to drive increased foot

traffic into local Dunkin’ Donuts stores

• Implemented sponsored search with dynamic-

location secondary actions available on

subsequent landing pages

Measurement

• Of the secondary actions offered, the campaign

drove 27% of that activity to quality, vetted

consumer calls - demonstrating high intent to visit

Case Study: Phone Calls

Source: xAd

What is it

Coupon creative provided as part of a secondary ad click option,

giving consumers the ability to utilize a coupon at a brick and

mortar storefront.

How does it work

Typically tracked based on the number of coupon downloads or

unique codes used at the point of sale.

How is it used

Coupon implementations range from image-based to Passbook

integrations, but provide consumers with the ability to save and

redeem coupons discovered in-device. Advertisers are also able

to directly track purchase activity back to ad engagement,

providing deeper ROI metrics.

Coupon Redemption

Campaign Overview

• Fuel foot traffic and local coupon redemption at Pinkberry locations nationwide surrounding new greek yogurt product

• Location and audience-based targeting to target location-dynamic coupon creative to the right users at the right moments

Measurement

• Campaign exceeded client benchmarks by

100% and drove significant coupon

redemption

Case Study:Coupon Redemption

Source: xAd

What is it

The percent-increase of sales directly driven by ad or campaign,

as compared to calculated sales averages during the same time

period.

How does it work

This measurement is usually determined through a 3rd party

company that can match sales records from credit card

companies or specific POS systems by market and/or exposed

mobile device IDs.

How is it used

Sales Lift is an important indicator of offline activity and can

provide valuable estimates that help gauge the ROI of mobile ad

campaigns and optimize for future planning.

Sales Lift

Targeting:

• San Francisco, Madison, Seattle test

markets

• Targeting competitors customers

(Subway, McDonald’s, Wendy’s)

• < 10 miles of location

Results:

• 6% lift in sales over

national average

“Have a testing mentality - always”

Tim Kraus, Director of Digital Marketing, Quiznos

Source: YP

Case Study: Sales Lift

Summary

• Consumer mobile media consumption is experiencing high growth but ad spend lags. A key reason is perceived lack of metrics

• Location-based mobile campaigns can drive results for critical brand metrics including Influencing Brand Awareness, Driving Foot Traffic and Influencing Offline Purchases

• Aligning metrics with campaign objectives is the starting point to measuring success

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Additional Resources

Smartbrief click here

Mobile Smart Fundamentals click here

LinkedIn Group click here

Twitter click here

MMA Online: Committees at Work click here

MMA Online: Webinar Archive click here

MMA Online: White Papers click here

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