Transcript Go Mobile or Fall Behind – Richmond

Go Mobile or Fall Behind
Gary Richmond – VP, Sales & Account Management
[email protected]
Agenda
: Mobile Trends
: Types of Mobile Advertising
: Driving Local Mobile Results
: Expectations of Performance
: Q&A
Confidential and Proprietary | 3
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 targeting
o Demographic
o Geographic
o Behavioral patterns
– Gaining visibility and mind share for your charity
– Tracking results and determining effective investments of your marketing dollars
Confidential and Proprietary | 4
Mobile Trends
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
Confidential and Proprietary | 6
Why Mobile?
: The average adult looks at their phone
41.5 times per day
: This jumps to 109 times for young adults
Pew Internet & American Life Project, 2013
: Research shows it takes a person 26
hours to report a missing wallet, but it
takes just 68 minutes to report a missing
phone
Confidential and Proprietary | 7
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)
Confidential and Proprietary | 8
Mobile Search Drives Valuable Outcomes
73% of mobile searches trigger additional action and conversions
17%
17%
Visited
a Store
Made a
Purchase
7%
36%
Called a
Business
Continued
Research
18%
25%
Shared
Information
Visited a
Retailer's
Website
Confidential and Proprietary | 9
Top Activities for Mobile Shoppers
: 70% of mobile searches result in a CALL to the business
Source: xAd Inc. 2013
Confidential and Proprietary | 10
Mobile is Key in Consumer Decision Journey for Local
Key to
fundraising
Bing
Confidential and Proprietary | 11
Mobile Products
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
Confidential and Proprietary | 13
Mobile Search and Display Advertising
: Priority placement across a
premium network
Search
Display
: 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
Standard and Advanced Targeting Capabilities
 Target Keywords
 Location
 Device
 Publishers
 Time of Day
 Proprietary Ad Scoring
Confidential and Proprietary | 14
How Location is Determined
User Reported Data
Mobile IP Address
Cellular Towers
WiFi
GPS
Confidential and Proprietary | 15
Mobile Search Advertising
Confidential and Proprietary | 16
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
Confidential and Proprietary | 17
Local Mobile Landing Pages
Offer / Call-toAction
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-call
Click-to additional
details such as
company
description and
detailed review data
Confidential and Proprietary | 18
Mobile Performance Measurement
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
Confidential and Proprietary | 20
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 postclick
More Info
5%
Other
1%
Maps &
Directions
42%
Calls
52%
xAd 2013
Confidential and Proprietary | 21
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
Confidential and Proprietary | 22
Questions