eMarketer Webinar: Mobile Ad Effectiveness

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The amount spent on mobile display advertising is expected to increase dramatically in 2014 as companies like yours shift budgets from desktop to mobile. But as you spend more on mobile, are you confident the metrics youre using to gauge the effectiveness of your ad spend are valid? Topics in this webinar include: How have performance metrics for mobile display ads changed during the past year? Where are prices headed, and how does mobile display compare with desktop? Which mobile display ad formats are most effectivebanners, rich media, video, social, local, native? What needs to be improved to further increase the effectiveness of mobile display ads?


<ul><li>1. 2014 eMarketer Inc.made possible byMobile Ad EffectivenessCathy BoyleSenior Analyst, MobileAugust 21, 2014 </li></ul> <p>2. 2014 eMarketer Inc.AgendaMobile display ad performance and pricing trendsEffectiveness scorecard: Where mobile display advertising excels and where it falls shortWhat it will take to improve mobile ad effectiveness furtherTwitter #eMwebinar 3. 2014 eMarketer Inc.Performance and Pricing Trends 4. 2014 eMarketer Inc.Clickthrough rate (CTR) and cost per impression (CPM) remain mobiles key efficacy benchmarks1.Most marketers agree neither metric is perfect nor is each applicable to every mobile ad campaign2.Still, tracking CTR and CPM rates over time providesinsight into marketer confidence in a particular ad formatSource: eMarketer, April 2014Twitter #eMwebinar 5. 2014 eMarketer Inc.The relative strength of mobile ad formats have not changed significantly in terms of CTRs0.05%5.0%Mobile BannersMobile Rich MediaMobile VideoSpectrum of CTRsMobile Social Ads 6. 2014 eMarketer Inc.CTRs for static mobile banners have gone the way of their desktop counterparts: downwardDesktop Banner CTR Average, 2013: 0.08% (Sizmek) 7. 2014 eMarketer Inc.CTRs for mobile rich media units have generally been above desktop normsExpandable ad units and interstitials were top performers 8. 2014 eMarketer Inc.CTRs for mobile social ads have been on par with mobile rich media ad unitsFacebooks mobile ads produced a better return on investment, according to marketers polled in two surveys. (Cowen, December 2013; RBC Capital, September 2013)Twitter #eMwebinar 9. 2014 eMarketer Inc.In-streammobile video adsgenerated the highest response rates, with CTRs up to 4.90%CTRs of rich media ads with embedded video were five times those without video. (Pointroll, 2013)To measure the true impact of in-stream mobile video ads, marketers also measure start rate and completion rate 10. 2014 eMarketer Inc.Mobile display eCPMsanother signal of campaign performancehave steadily increasedEffective CPM (eCPM) is a performance metric used by publishers and advertisers to understand the revenue generated per 1,000 ad impressions 11. 2014 eMarketer Inc.Mobile display eCPMsanother signal of campaign performancehave steadily increasedEffective CPM (eCPM) is a performance metric used by publishers and advertisers to understand the revenue generated per 1,000 ad impressions 12. 2014 eMarketer Inc.Mobile CPMs remain lower than desktop CPMsa condition likely to persist for some time 13. 2014 eMarketer Inc.An increase in mobile ad spending will not necessarily result in higher CPMsSupply will continue to outweigh demand because spendingon mobile advertising lags time spentwith mobile devicesTwitter #eMwebinar 14. 2014 eMarketer Inc.Mobile Advertising Scorecard 15. 2014 eMarketer Inc.In aggregate, marketers and digital ad experts gave mobile advertising a B- gradefor effectivenessTheir effectiveness scores for TV and desktop advertising were just slightly better 16. 2014 eMarketer Inc.Marketers graded 16 aspects of mobile advertising in terms of effectiveness. Location- based ads received the highest markMost effectiveLeast effective 17. 2014 eMarketer Inc.Location-targeted mobile ads Effectiveness score: A-Key Insights:The combination of location and daypart targeting is proving to be particularly powerfulLocation targeting enables brands to satisfy consumers real-time needsTwitter #eMwebinar 18. 2014 eMarketer Inc.Location-based ads are most powerful when the phones use case is taken into considerationWe see a lot of people that dont actually think about a hotel or a car until they get to where theyre going. So in that sense location targeting is a massively good way for us to reduce friction and say, You dont have to search. Well find where you are, well find a property thats close to you.Blake Clark, director of mobile for Travelocity 19. 2014 eMarketer Inc.Mobile in-stream video ads Effectiveness score: B+Key Insights:Effective but inventory is still scarce, which puts limitations on campaign scaleShort supply also has an inflationary effect on pricing, so at this point mobile in-stream video advertising is the domain of bigger brandsThe length and style of mobile video ads are also evolvingtoward shorter and less polished adsTwitter #eMwebinar 20. 2014 eMarketer Inc.JetBlue used video assets and location/device targeting to engage consumersFor the airlines Air on the Side of Humanity campaign, smartphone ads aimed to raise brand awareness and were delivered inside a geofencearound public transit centers during commuting hoursTablet ads were designed for deeper engagement and included a rich media game and long-form videoSource: Mobile Marketer, April 4, 2014 21. 2014 eMarketer Inc.Mobile sponsorship ads: Effectiveness score: B+Key Insights:The form of the sponsorship varies widely depending on the content environment and the advertisers objectiveClear objectives and key performance indicators are neededTwitter #eMwebinar 22. 2014 eMarketer Inc.Brand building was the objective of MINI USAs mobile sponsorship campaign with UrbanDaddyThe [sponsorship] experience was about brand building, and it proved very successful for us. We looked at interactions within the app, how many people signed up to be a participant in the MINI Night Out program and how many provided [contact details] to get more information.Lee Nadler, marketing communications manager for MINI USA 23. 2014 eMarketer Inc.Hershey sponsored the mobile data needed to deliver the brands mobile video ad in-appThe Hersheys Scharffen Berger brand ran mobile banner adsin the Pandora iPhone app with a 30-second video on the landing pageCopy on the ad explains the video is sponsored and does not consume datafrom the users phone planSource: Mobile Marketer, April 1, 2014 24. 2014 eMarketer Inc.Facebooks mobile ad formats Effectiveness score: B+Key Insight:The social networks ads are helping marketers achieve multiple goals, from generating sales to driving app downloadsTwitter #eMwebinar 25. 2014 eMarketer Inc.Facebooks mobile ads are closest to closing the loop for marketersFacebook is certainly the platform thats come the furthest in terms of helping us understand how our media is driving the business. Were starting to be able to do some things with Facebooks mobile ads to drive omnichannel sales, and were very excited about that.Jennifer Kasper, group vice president, digital/new media and multicultural marketing at Macys 26. 2014 eMarketer Inc.Result reporting process Effectiveness score: C+Key Insights:The manner in which campaign results are reported for mobile display ads varies greatly by publisher and ad partnerThe disparate nature of reports makes it difficult to aggregate and interpretcampaign resultsTwitter #eMwebinar 27. 2014 eMarketer Inc.Reporting is still in its infancya consolidated view of all results is neededReporting requires separate plug-ins and its a challenge for marketers to roll up and understand all of the results in a single view.Heidi Browning-Pearson, senior vice president of strategic systems at Pandora 28. 2014 eMarketer Inc.Measurement and analytics Effectiveness score: CKey Insights:Low scores for measurement and analytics indicate marketers dont have a clear vision of mobiles true impact, especially on foot traffic and sales in brick-and-mortar locationsMethods for understanding what consumers do immediately after engaging with a mobile ad need workTwitter #eMwebinar 29. 2014 eMarketer Inc.Need to measure more than ad engagementThe analytics are there for engagement and understanding impressions. But its hard to track [the ad] to a transaction, and thats where it falls down.Laura Jakobsen, senior vice president, marketing and design at Pinkberry 30. 2014 eMarketer Inc.Mobile creative capabilitiesEffectiveness score: CKey Insights:Creative teams have only scratched the surface when it comes to leveraging the native capabilities of smartphones and tabletsCreative assets developed for the desktop are often repurposed for mobile despite widespread agreement that a tailored ad experience would be more effectiveTwitter #eMwebinar 31. 2014 eMarketer Inc.Brands are beginning to push creative boundaries and leverage device capabilitiesNivea launched Bluetooth-enabled print ads in BrazilSources: Ad Age, June 17, 2014,BEcause Blog May 22, 2014 32. 2014 eMarketer Inc.What Will Improve Mobile Ad Effectiveness Further? 33. 2014 eMarketer Inc.Answers to this question revolve around four key areas:1.Improved creative: Interactive formats that make use of all device capabilities and are integrated with the content experience.2.Data integration: The ability to tie mobile users back into other data sets that marketers already own needs improvement.3.Standards: Guidelines for creative development, user tracking and results reporting across devices need to be more cohesive.4.Measurement tools: Better analytics and measurement solutions are needed to gauge return on investment and lifetime value. 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Here are some recent reports you may be interested in:Q&amp;A SessionMade possible byYou will receive an email tomorrow with a link to view the deck and webinar recording.To learn more: www.emarketer.com/products800-405-0844 or webinars@emarketer.comCathy BoyleMobile Ad EffectivenessMobile Advertising Scorecard: Marketers Give Mobile Display a B-Minus for EffectivenessMobile Ad Targeting: After Years of Spray and Pray, Signs of Sophistication AppearWorldwide Ad Spending: Midyear 2014 Complete ForecastUS Ad Spending: Q2 2014 Forecast and Comparative Estimates </p>