2016 is a momentous year for mobile. For the first time ever, spending will surpass $100 billion – that’s more than 50% of all digital ad spend. Now that mobile is a firmly established and ubiquitously accepted screen in consumer’s everyday lives, it’s time for marketers to up the ante on their mobile media campaigns. To drive success for your brand, build a mature mobile strategy that goes well beyond the typical CTR and leverages four key targeting tactics.
Noor Naseer, Centro’s Director of Mobile, covers:
-Why brands need to rethink their primary approach to mobile
-The 4 targeting tactics for a mature mobile strategy
-Tips and best practices for the year ahead
2. IN 2016
WE HAVE DELIVERED
GREAT RESULTS FOR:
2,000+ Agencies
6,000+ Brands
200,000+ Campaigns
FOUNDED
IN
2001
$375MM+
DIGITAL
MEDIA
SPEND LAST
YEAR
INNOVATORS
IN AD
TECHNOLOGY
650+
CENTRONS IN
37 NORTH
AMERICAN
OFFICES
6. MOBILE
MILESTONES
AHEAD
Mobile ad spend is
expected to surpass
$100 BILLION
Mobile will account
for more than
for the first time
of all digital
ad expenditure50%
— eMarketer
7. ADOPTION IS
UBIQUITOUS
In 2015 nearly
— Pew Research Study 2015
20%
OFAMERICANS
relied on smartphones
exclusively to access the
internet
Adults 18-54 are
at smartphone
penetration rate
upwards of
— Mobile Comscore
90%
— eMarketer
In 2016, mobile
users will spend
3HOURSAND15
MINUTESADAY
using apps
+
51MINUTESADAY
doing web
browser activities
11. POP-UP POLL!
Leveraging their unique locale/geography
Informing them about your brand or new product considerations
Continuously pulling your consumer into the purchase funnel
a
b
c
#3Ton30
WHAT TACTICS ARE YOU USING TO REACH
YOUR TARGET MOBILE CONSUMER?
Reconnecting with them after they seek to learn
more about your products or services
d
12. 4 TARGETING
TACTICS
FOR A MATURE
MOBILE STRATEGY
MOBILE
RETARGETING
1
CROSS-DEVICE
TARGETING
2
VIEWABILITY3
MOBILE LOCATION
TARGETING4
13. TARGETING TACTIC #1:
MOBILE RETARGETING
Review: In the desktop space…
Potential
customer
They visit your site…
They leave without
checking out…
Later, they
surf the web…
Your ad recaptures interest,
bringing them back…
Your potential customers turn
into your happy customers
14. TARGETING TACTIC #1:
MOBILE RETARGETING
Evaluate: The Mobile Journey…
Potential
customer
Visits a
mobile website
Visits a
mobile app
X
18. Consumers split time across multiple screens
CROSS-DEVICE
TARGETING
WHY
USE IT
Effective way of moving consumers
through the purchase funnel
Analyze performance for audiences
across multiple devices
20. Prioritize unique insight
gathering across screens
CROSS-DEVICE
TARGETING
HOWTO USE IT
Establish goal(s) focused
on cross-device targeting
Build creative that leverages
sequential messaging
21. TARGETING TACTIC #3:
VIEWABILITY
Desktop vs. Mobile
#3Ton30
Viewability is an online media metric
aiming to track only those
impressions that users can see
Exact standards for mobile
have not been defined
viewable ad
24. VIEWABILITY
HOWTO USE IT
Find an MRC-accredited partner
Leverage partners that measure viewability,
without compromising other KPIs or targeting
tactics
Assess how viewability plays a role in
overall campaign CTR and post-click activity
27. MOBILE
LOCATION
TARGETING
HOWTO USE IT
Gather location-based insights
and assess various offline
attribution opportunities
when needed
Build custom location segments;
test against one another
Assess real-world location segments
against digital audience segments
29. Get a sense of cross-screen attribution and
where your customer is connecting with you
Find Your Audience Across Screens
Leverage Location and Site Visit Data
Use powerful location data to drive
consumers to shop online and in stores
Determine how media partners are
accounting for this type of measurement
Assess Viewability
#3Ton30
GET STARTED TODAY
Reach that mobile consumer who has visited your
brand’s site or app to drive them to purchase
Retarget Consumers More Effectively
30. LIKED WHAT
YOU HEARD
TODAY?
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Here’s what’s coming up:
April 20th
The Many Faces of Ad Fraud
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