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MAKING MOBILE COUNT
Kevin Edwards I Strategy Director
Hatice Van Leeuwen I Mobile Specialist
UK PERFORMANCE MARKETING EXPERTS
1,600ADVERTISE
RS
£1.8bn
REVENUE
OVER 70K ACTIVE VERIFIED UK AFFILIATES
ESTABLISHED IN
2000
BESPOKEPORTFOLIOSERVICES
250STAFF
51%MARKET SHARE
KEY MILESTONES REACHED IN 2013
Q2
2013Smartphon
es exceed
feature
phones
£1bn
76% Traffic
1m UK tablets
sold Xmas 2013
MOBILE
£1m
MOBILE TRAFFIC HAS EXPLODED
Offline
Online Incentives
Search
M-Commer
ce
Apps
Call trackin
g
QR code
s
Geo-targetin
g
Lead Generatio
n
Display
Content
THE MOBILE
LANDSCAPE
THE MOBILE TRAFFIC/SALES DISCONNECT
0
2
4
6
8
10
12
14
16
2
14
1.5
6
Handset traffic
Handset sales
x7
x4
All handset traffic/sales Tablet traffic
has grown exceptionally strongly and
converts higher than
desktop traffic
Handset traffic has grown
strongly but isn’t
converting well: nearly
half the rate of traffic growth
SOME PUBLISHER TRENDS
WHO’S GETTING IT RIGHT?
Features
Mobile site
Mobile emails
Mobile app
In store redemption
Mobile check ins
Affiliates are building new consumer brands by building on their customer bases and optimising the new platforms they’re
interacting with
STORE, ONLINE & OMNI-CHANNEL
THE PATH TO PURCHASE
THE PATH TO PURCHASE
MOBILE TRAFFIC SOURCES
Incentivised channels
App downloads & other actions
High deletion rates: questionable value
for CPA?
Mobile display
advertising dominates
It’s difficult on CPA
Low volumes on CPA, no advanced targeting
possibilities
Mobile (app) publishers
Often work with datafeeds
MOBILE TARGETING POSSIBILITIES
Device Galaxy S4
CapabilitiesVideo
ProviderVodafone
WIFI or 3G OSAndroid/iOS
TimingCallcenter
GeotargetingPostcode/city
ChannelsNews & Weather
IT’S ALL ABOUT THE CONTEXT
• Pure mobile product
• How to realise the
most efficient Cost per
Download?
• Optimise on context
instead of placement
only
• Test, test, test
• Geotargeting: Urban vs. Rural
• 3G vs. WIFI
• Target group: Gaming vs. News
appsOnly on mobile
APP DOWNLOADS: DOMINOS
CAMPAIGN DETAILS• Campaign: App Downloads• Channel: Facebook• Goal: Achieve most effective Cost
per Download (CPD)
RESULTS• CTR 0.59%• CR of 36%• Continuous improvement of eCPD• Geotargeting on 5 largest UK cities• Optimisation with various creatives,
gender and interest
Example Mock-up
WHAT IS THE FUTURE OF MOBILE?
Advertisers struggling to understand how to measure the value of mobile advertising
Advertisers are struggling with what technology works and which to choose
None of these technologies have seen significant take up by advertisers
Companies often have internal conflict of interest to fully embrace the mobile opportunity
iBEACONS: APPLE
Allowing advertisers and affiliates the ability to micro geo-target (from as little as 6cms away)
IT ALLOWS FOR GREATER TARGETING THAN WE’VE EVER KNOWNIT OPENS UP A WHOLE NEW WORLD TO BUSINESSES OF ALL SIZEDONT COPY PASTE YOUR WEB STRATEGY TO A MOBILE STRATEGY
MOBILE ISN’T A SEPARATE CHANNEL: IT’S A BRIDGE
USE THE RIGHT KPIs & BUSINESS MODELS FOR MOBILE
