1. Mobile Display Advertising /
Publicité numérique mobile
Eric C. Dufour
Founder , Planning Media

2. User’s behavior – much different!
MOBILE DISPLAY:
Action: Download or Experience
2008-2013 © Planning Media
SEARCH:
I need this – let’s start shopping.
DISPLAY:
This is interesting – I want to know more…

3. Mobile is about action – U.S. Mobile Coupons Users
2008-2013 © Planning Media

4. Mobile display – the #1 mistake marketers do.
2008-2013 © Planning Media
Mobile display is NOT an extension of your display ad
campaign
Mobile display must have its own
DEDICATED strategy.

5. Google Enhanced Campaign – new metrics for
optimization
2008-2013 © Planning Media

6. Metrics are different
CTR: lower than search – but higher than display
Optimize for conversions: # Coupon downloads or Experiences
delivered.
2008-2013 © Planning Media
Downloads
Calls
Win Rate

7. Conversions: much different
A mobile lead is a potential customer action, not a sale or a free
quote
2008-2013 © Planning Media
Regular display ad
mobile display ad
DIRECT RESPONSE
CONVERSION: Downloadable offers
or instant rebate

8. Conversions: much different
2008-2013 © Planning Media
DIRECT RESPONSE CONVERSION: Direct call to the
advertiser.

9. Conversions: much different
2008-2013 © Planning Media
BRAND AWARENESS CONVERSION: Video views or augmented reality
experience

10. Not just science: Creatives are important
320x50: not big at all – Call to Action is your best friend!
Use texts and display ads – then measure.
If you operate a retail shop: Location. Location. Location
Specific Landing page – Why not!
On site or In-app?
2008-2013 © Planning Media

11. Try many…many creatives
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Conversion: Find a dealer
No Location information
Conversion: Get a Quote
With Location information

12. Proximity bidding: Retailers best friend!
Increases bids automatically when users are in a close radius
Strategy must be well prepared with the proper offer (Creative)
Available by RTB service providers or built your own model
2008-2013 © Planning Media
Bid 2x
Bid 1x

13. And don’t forget Mobile Display Retargeting!
Adapt the creative strategy based on the first brand touch point
Bid higher (enhanced campaign)
Build an alternative conversion funnel
2008-2013 © Planning Media
Plan a free test
drive today >
Get it now >
1000$ instant rebate on the 3
series
Bid 1.5x

14. Case study: Car Dealers & Instant Rebate
Geo-located campaign to the Montreal Area
Bilingual Campaign (French and English)
1000$ instant rebate on new Nissan 2013 models
Dedicated landing page with sign up to download
Creatives with Geo-Location information
2008-2013 © Planning Media
Statistics after 20 days of campaign
Mobile CTR > 1% Mobile Conversion was already reaching 2%

15. Your Mobile Display Advertising Guideline
Mobile is about action or experience
Coupons / Rebates are HOT!
Mobile display requires a dedicated strategy (mandatory)
Mobile display requires dedicated creatives
2008-2013 © Planning Media
Test
Measure
Optimize

16. Thanks
2008-2013 © Planning Media