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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution. 1 Best Practices for Reaching and Engaging Your Mobile Audience How Top Brands Measure and Optimize Mobile Ad Campaigns

Best Practices for Reaching and Engaging Your Mobile Audience

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Page 1: Best Practices for Reaching and Engaging Your Mobile Audience

© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.1

Best Practices for Reaching and Engaging Your Mobile Audience

How Top Brands Measure and Optimize Mobile Ad Campaigns

Page 2: Best Practices for Reaching and Engaging Your Mobile Audience

Meet your Speakers

Huiyan WongSr. Product Marketing ManagerOrigami Logic

Tim HaydenPresident & Co-Managing PartnerBrain+Trust Partners

Page 3: Best Practices for Reaching and Engaging Your Mobile Audience

AgendaI. Mobile Proliferation and Current StateII. Activation Best Practices and Engaging Customers on MobileIII. Moving from Activations to Insights

10 minute attendee Q&A

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.4

…and, we’ve been sitting on our tails, typing, for just about 200 years.

We’ve been upright and walking [mobile] for more than 4 million years…

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.5

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.6

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Personalization

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Activation Best Practices and Engaging Customers on Mobile

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Process for Planning a Mobile Ad Campaign

✓ Define Overarching Campaign Goals and Key KPIs

✓ Prepare Mobile App and Web Presence

✓ Define Audience Targets

✓ Secure Budget

✓ Build a Measurement Foundation

✓ Launch Campaign

✓ Iterate Winning Strategies

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Mobile Plays A Big Role in Cross-Channel CampaignsBr

and

Awar

enes

s

Reach incremental audiences available only on mobile

Leverage widely used app publishers with immersive environments that drive engagement

Interactive ad units that drive engagement, consideration or in-store traffic

Cons

ider

atio

n

Capture search traffic and deliver content via a mobile-optimized website

Deliver shopping results and price comparisons across retailers

Use

r Ac

quis

itio

n/

Dri

ving

Con

vers

ions

App install/Sponsored App Search to drive user acquisitions or in-app conversions

Location aware apps can be used for intercepting consideration points in the customer journey

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.16

Use Mobile to Capture Audiences at Scale

Users spend 90% of mobile time on top 5 apps:• Leverage reach for large

scale brand awareness efforts

OR• Implement targeted audience

campaigns

Top 10 Smartphone AppsTotal U.S. Smartphone Mobile Media Users, Age 18+ (iOS and Android Platforms)

Top Apps % Reach 1 Facebook 79.9%2 Facebook Messenger 73.1%3 YouTube 68.2%4 Google Search 62.9%5 Google Maps 57.1%6 Google Play 52.4%7 Gmail 48.8%8 Instagram 45.7%9 Snapchat 42.5%10 Pandora Radio 41.5%*comScore Mobile Metrix, December 2016

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Location, Location, Location — Relevance Is EverythingGeofencing. Target a defined DMA or use a contextual targeting vendor

Shopping apps. Deliver deals on the go

Location-aware apps. Target always-moving apps to drive in-store foot traffic

Leverage shopper data. Reach shoppers at precise purchase points using retail data

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Snapchat — Where Younger Audiences Hang OutHighly engaged 18-34-year-olds

Up to 5x engagement over other social channels

Immerse users in sponsored “content”

Look out for competing Instagram Stories from Facebook

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.19

Getting Social — Facebook Leads the Pack

Highest reach of any social channel across all U.S. demos

934 million mobile daily active users (DAUs)

Scalable audience targeting

Drives user acquisition through app downloads

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Instagram and Pinterest — Ads Are OKInstagram

• Great for extending global reach• Photos drive more engagement on Instagram than Facebook• Sponsored ads; brand hashtags are among the most popular• Influencer marketing is extremely effective

Pinterest:• Users are in a mindset to purchase• Promoted Pins drive high levels of awareness and sales• Pinterest receives 2B+ queries per month; search product

imminent

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.21

• Typical display ads generate unintentional clicks

• Native mobile ads blend ad content with app = higher engagement

Check out the latest recommendations for mobile native advertising from the Mobile Marketing Association here.

Native social ads like Promoted Pins integrate into the Pinterest experience.

Mobile creative checklist:

• Does it convey my brand quickly and effectively?

• Is the surrounding content relevant and of high quality?

• Does the ad invite interaction?

• Can interactions be tracked effectively?

What Makes for a Positive Mobile Ad Experience?

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Boost Organic Mobile Search Traffic - Google AMPSignificantly higher search rankings

Major CMS adoption

Reduced load times of standard mobile pages from 22 to 0.7 seconds on average

Faster load times = more conversions

Category page Product page Recommendations

Prototypes of Google AMP powered ecommerce sites: lightweight, faster and more intuitive product browsing

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.23

Moving From Activation to InsightsMeasure campaign results to understand what’s working and why.

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The Essential Measurement Framework for MobilePaid

Direct Publisher Buys Google DCM

ProgrammaticTurn

Mobile SearchGoogle AdWords

Paid SocialFacebookInstagramPinterestSnapchat

ViewabilityMoat

Audience Verification ComscoreNielsen

Earned

Social Media Listening (Sentiment)

Zignal LabsSysomosBrandwatchRadian 6

Owned

Mobile App/Web AnalyticsMobile Web: Google/Adobe Analytics

Mobile App: Localytics/MixPanel

Owned Social PresenceFacebookInstagramPinterest

Push CampaignsEmail Alerts

Track incoming traffic and engagement levels w/ owned presence

Leverage high performing content to feed paid media

Feed customer feedback and product inquiries/feature requests to improve customer experience

Awareness Consideration Purchase Retention Advocacy

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.25

Post-Mortem Reporting

Current State: Silos, Fragmentation, and Lengthy Timelines Between Activation and Reporting

Campaign SignalsBrand Activations

1 2 31 2 3

Mobile

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Goal State: Agile with Continuous Measurement and Optimization

Brand Activations

Daily Insights

CampaignSignals

Mobile

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Accelerate time to insights and be able to:

• Identify winning strategies faster

• Run A/B tests on creatives

• Detect campaign anomalies and course-correct faster

• Experiment quickly (ad channels or ad units)

Benefits of a Streamlined Measurement Foundation

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Surround your Measurement Foundation with an Internal Process

<1 week

between campaign

execution & optimization

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© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.29

Key Takeaways

Leverage specific mobile opportunities as part of cross-channel strategy:

1. Target audiences at scale2. Emerging social media channels3. Location targeting with context 4. Interactive mobile ad units5. Be sure to experiment on mobile and measure your campaigns

throughout

Measurement foundation + Internal process= Accelerated time to insights

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Thank you! Questions?

Learn [email protected]