Go Mobile or Fall Behind

grichmond@marquettegroup.com

Gary Richmond – VP, Sales & Account Management

Confidential and Proprietary | 3

Agenda

: Mobile Trends

: Types of Mobile Advertising

: Driving Local Mobile Results

: Expectations of Performance

: Q & A

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Driving Sales Leads vs. Fund Raising

: Much of the materials I will talk about today is slanted towards business driving local sales leads, however…

: This same approach, executed with a skilled ad agency, can be successfully utilized for fund raising including:– Proper media selection

– Skilled targetingo Demographic

o Geographic

o Behavioral patterns

– Gaining visibility and mind share for your charity

– Tracking results and determining effective investments of your marketing dollars

Mobile Trends

Confidential and Proprietary | 6

The Mobile Marketplace

: Last year, the U.S. become a multi-platform majority. The majority of digital consumers used both desktop and mobile devices every month

: Around the same time, mobile surpassed desktop in terms of digital media engagement

: Just this year another milestone was reached, where now the majority of all digital media time spent occurs on mobile apps

: Despite this app engagement, they have not attracted the advertising dollars its audience warrants

comScore – The U.S. Mobile App Report - 2014

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Why Mobile?

: The average adult looks at their phone 41.5 times per day

: This jumps to 109 times for young adults

: Research shows it takes a person 26 hours to report a missing wallet, but it takes just 68 minutes to report a missing phone

Pew Internet & American Life Project, 2013

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Mobile and Local: Where are We Now?

: More and more leads are coming from mobile

: Up to 50% of mobile search is local compared to 20% on desktop

May 2014(70% smartphone penetration)

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Called a Business

7%

Continued Research

36% Visited a Re-tailer's Website

25%

Shared In-formation

18%Visited a Store

17%

Made a Purchase

17%

73% of mobile searches trigger additional action and conversions

Mobile Search Drives Valuable Outcomes

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Top Activities for Mobile Shoppers

Source: xAd Inc. 2013

: 70% of mobile searches result in a CALL to the business

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Mobile is Key in Consumer Decision Journey for Local

Bing

Key tofundraising

Mobile Products

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Types of Mobile Advertising – Mobile Marketing Association

: Mobile Web Banners

: Text Messaging– SMS – Short Messaging Services

– MMS – Multimedia Messaging (not yet fully supported)o Text with a link that resides on your phone

: Mobile Video & TV Ad Breaks

: Mobile App– Banner

– Interstitial Ad

– Rich Media Mobile Ad

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Mobile Search and Display Advertising

: Priority placement across a premium network

: Search advertising – Pay-per-call OR pay-per-click campaign

: Display advertising– Pay-per-click campaign only

: A blended campaign of both Search and Display– Pay-per-click or CMP (pay per thousand

impressions) campaign

Search Display

Standard and Advanced Targeting Capabilities Target Keywords Location

Device Publishers

Time of Day Proprietary Ad

Scoring

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How Location is Determined

User Reported Data

Mobile IP Address

Cellular Towers

WiFi

GPS

Less Precise

More Precise

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Mobile Search Advertising

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Mobile Display Advertising

: Ability to dynamically render creative based on the consumers actual location– Eliminates the need to develop custom creative

for each business location

– Allows the most relevant location to be displayed

: HTML5 banner creative allows immediate engagement with the ad via click-to-call or click to a mobile optimized landing page– Distance from the business appears within the ad

: Patented ad serving technology – Identify hot spots of activity for specific searches

at the specific location(s), time of day, days of week etc. when activity is at its highest

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Local Mobile Landing Pages

Click-to-call

Offer / Call-to-Action

Prominent logo image

*Ability to change image for a nominal

fee

Integration of user reviews

Map & driving directions

Business address and link to main website

Click-to additional details such as company description and detailed review data

Mobile Performance Measurement

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Measuring Success

: Identify key performance indicators (KPIs) prior to campaign launch– Typically measuring secondary actions

o Calls

o Landing page visits

o Volume of donors generated by ad

o Visits

o Map and directions downloads

: Measure and optimize to meet KPIs throughout the campaign

: Learn from your efforts– Study and understand the analytics

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Calls

52%

Maps & Di-rections

42%

More Info5%

Other1%

xAd 2013

Top Secondary Actions of Locally Targeted Mobile Display

: A secondary action can be defined as any activity that happens after the click

: In mobile advertising, true engagement with the viewer starts with the next activity post-click

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Mobile Summary

: Mobile as an advertising medium is still immature but developing rapidly

: Mobile can provide significant targeting capabilities

: You should seek the support of the experts to avoid wasting marketing budgets

: Understand what you want to gain from utilizing mobile advertising in your media mix

Questions