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You'll learn: - What the latest research tells us about consumer behavior and how they relate to their favorite brands. The crucial components of a successful mobile campaign How rich media campaigns can blend realtime A/B testing and personalization for stunning results. How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.
Citation preview
The Largest Independent Mobile Ad Network
What Savvy Brand Marketers Must Know About Mobile
January 17, 2013
Mat HarrisDirector of Products, InMobi
I. Mobile Brand Advertising
II. Mobile Rich Media Advertisers Love Rich Media Where it Works Common Features Understand the Unique
Challenges Building Creatives – Best
Practices Measuring Engagement
III. Personalization
IV. Q&A
AGENDA
Mobile Brand Advertising
Time Spent on mobile devices in the US has surpassed time spent on TVInMobi
72% of Americans use mobile while watching TVInMobi
Dual screening is 1.7 times more effective for brand awareness/ brand recall than TV aloneNielson
57%34%
59%38%21%
Mobile and TV are the channels with the most impact on purchase decisions
6am - 8:59am
9am - 11:59am
Noon - 2:59pm
3pm - 5:59 pm
6pm - 8:59pm
9pm - 11:59pm
Midnight - 2:59am
3am - 5:59am
0%
10%
20%
30%
40%
50%
60%
Smartphone Tablet PC
Source: Mobext & InMobi Connected Device Research
During a typical day, at what times do you usually use your device?
Device use patterns reflect their inherent competitive advantages
21% Tablet
Penetration
53% Smartphon
e Penetratio
n
25% of Smartphone Owners also own a
Tablet
Penetration of Mobile Connected Devices Continues to Increase
Source: comScore Mobilens
67% of mobile data users mostly or only use mobile to access the web
Source: InMobi Mobile Media Consumption
Use tablet for over an hour a day
Share tablet with family members
Use tablet while watching TV59%
45%
35%
Mobile Rich Media
• Engaging brand experiences• Cutting edge features• Consistently higher CTRs vs. static
ads• Detailed analytics, measurement of
real engagement objectives
Today, over 50% of all mobile brand campaign buys include rich media
Advertisers love rich media:
DOVE HAIR SOLUTION
Coupon Link to Site Game
Video Play Lead Gen Click to Share
Brand AwarenessAPAC REGIONAL WINNERBRONZE GLOBAL WINNER2012
Engaging Brand Experiences
Rich media works across Android & iOS
Use advanced smartphone & tablet features
15
Understand the unique challenges of rich media
• Ad server fragmentation– Ad servers each require specific code to render ads, called an “SDK”. Rich media ads must conform
to each ad server on which a given campaign will run
• Mobile site fragmentation– Mobile sites employ HTML/JS/CSS just like non-mobile sites. But site developers often deploy their
own site’s code in a non-standard way
– Ads built for one site can often require some tweaking to render properly on another property
• Device/OS fragmentation– Thousands of different Android configurations
– Dozens of different screen dimensions
16
Ad creative best practices
• Keep your value proposition clear– Key message must be delivered to users quickly– Make the call-to-action easy to read & understand
• Limit the clutter– Limited real estate within mobile creative. Keep copy clear and
concise
• Don’t overdo the graphics– Keep graphic size small to ensure quicker load times
• Leverage rich-only capabilities – Integrate mobile-specific functionality (i.e. shake, tilt, swipe)– Drive deeper user engagement (focus on the experience)
Measuring Engagement
Personalized Advertising
Mobile is unique in its capacity for relevant dynamic personalization
CUSTOMIZED SHOPPING
GEO-TARGETING
DAY-PARTING
MCDONALDS MCCAFE FRAPPÉ
Weather
Store Locator Link to Site Click to Share
Context and location-based experiences drive ROI
21
Mobile is ideal for personalization
• Mobile is the MOST personal PC • POS in your hand• Location-aware• Many data dimensions• Highly relevant, actionable messaging• External variables• Dynamic feeds
Q & A