The Mobile Imperative, Digiday Brand Summit, April 2017
•Télécharger en tant que PPTX, PDF•
1 j'aime•257 vues
JONATHAN FRIEDMAN presentation at DBS , April 2017
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à The Mobile Imperative, Digiday Brand Summit, April 2017
Similaire à The Mobile Imperative, Digiday Brand Summit, April 2017 (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
The Mobile Imperative, Digiday Brand Summit, April 2017
- 1. “MOBILE WITHOUT LOCATION IS JUST DIGITAL ADVERTISING” Jon Friedman Client/Agency Development
- 2. CONSUMER ATTENTION HAS GONE MOBILE CONSUMER ATTENTION ONLINE IS MOBILE Time Spent in Mobile Digital Media, 90% in Apps in US MOBILE IS DOMINANT Average Daily Mobile Time Spent, 2016 4.7HRS 62% MARKETER FOCUS FOLLOWS CONSUMERS Digital Ad Spend will be Mobile by 2018 66% LOCATION CONTEXT MATTERS Marketers Invested in Location in 2016 2/3 Source: Flurry Source: ComScore Source: Flurry Source: Salesforce
- 3. LOCATION IS CORE TO DELIVERING THE RIGHT MOBILE EXPERIENCE
- 4. RECENT LOCATIONS (iphone) • Go to “Settings” • Then to “Privacy” • Scroll to “Location Services” • Down to “System Services” • Select “Frequent Locations”
- 5. LOCATION DATA: KEY INGREDIENT IN BUILDING AUDIENCE SEGMENTS 3rd Party Leverage 20+ data partnerships to extend and refine targeting approach CRM Integrate proprietary data • Customer • Card holder • High Spender • Loyalty level • Men’s shoes • Women’s apparel • Beauty • Home Scale Scale with accuracy and precision. Scoring modeled on true location via trusted publishers Ingest Capture 3B location data points per month via Verve SDKs and direct publisher relationships Associate Associate devices IDs with home and work locations. Critical to delivering ads relevant to daily routines and movements
- 7. IDENTIFY, MEASURE, AND OPTIMIZE DELIVERY • Store conversion • Visit frequency • Clicks • Secondary actions • Time spent • Conversion metrics • Devices exposed • Frequency • Reach among target devices • Incremental visits • Incremental visit frequency • Incremental conversions How did the campaign deliver against desired consumer targets? How did consumers engage with the content? How well did the campaign hit ‘in- market’ consumers? How well did the campaign drive performance against planned KPIs? ENGAGEMENT RELEVANCE PERFORMANCE
- 8. Location Intelligence Imaginative Creative Measured Results Powered by our Platform MOVEMENT SCIENCE: A FOUNDATION FOR SUCCESS
- 9. KEY TAKEAWAYS 1. Mobile is a MASS REACH platform “Always on” allows for targeting at scale with reduced waste 2. AUDIENCE vs. Geofencing Largest volume of impressions and peak CTR occur between 6-11PM 3. PRECISION – Where the data comes from is important. Both the place-based (POI) AND the device ID 4. Think about the EXPERIENCE, not the ad unit! Mobile is intimate and banner blindness is real 5. KNOW what you are trying to accomplish Optimize tactics, audiences, measurement based on your KPIs
- 10. Thank you!
- 11. FORRESTER Top 3 mobile advertising objectives for the next 12 months 4% 7% 5% 5% 9% 4% 10% 13% 16% 13% 15% 7% 6% 10% 9% 8% 10% 9% 11% 8% 10% 12% 10% 9% 7% 8% 6% 10% 12% 8% 8% 9% 13% Increasing long-term customer engagement Building brand awareness Increasing customer loyalty Improving advertising measurement Delivering highly relevant offers Increasing brand sentiment Acquiring new customers Retaining customers Maximizing customer relationships Improving ROI on marketing campaigns Increasing conversion rates 1 2 3 Base: 303 marketing and advertising decision-makers responsible for media strategy at companies in North America and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Verve, March 2017
Notes de l'éditeur
- References: We spend more time on mobile than in front of TV. Source: http://flurrymobile.tumblr.com/post/128773968605/the-cable-industry-faces-the-perfect-storm-apps Adults in the US spent an average of 4.7hrs on mobile in 2015 Source: Informate Mobile Intelligence Report http://www.informatemi.com/newsletter10022015.html Source: flurry - http://www.digitaltrends.com/mobile/informate-report-social-media-smartphone-use/ Of the hours they spend with digital media,62% of that is spent on mobile: more than the 38% spent on desktop/PC Source: Comscore 2015 Mobile App Report Of that time spent, the majority is on apps (90% in the U.S.),. Source: flurry - http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is 95% of Verve’s inventory is delivered in-app, <5% mobile web Marketers are responding to the shift in consumer attention by shifting spend into mobile advertising with vetted partners: eMarketer estimates mobile passed desktop ad $$ in 2016 By 2018 mobile is expected to be 66% of global digital ad spend Source: Salesforce, 2015 https://www.salesforce.com/blog/2015/01/2015-state-of-marketing.html
- Location is powerful because based on consumers’ real, physical world activity, not on proxies such as media consumption or browser activity.
- Once you have billions of consumer data points coming in daily, how do you quickly make sense of it all? Enter Verve Kinetic™ our patented Location Intelligence system. Verve has developed a system, refined over a decade of engineering effort, that allows us to quickly and accurately determine a device’s precise location, to map that against a finely curated database of tens of millions of Points of Interest (or POIs), and to understand the characteristics of the user of that device (so we can profile what type of audience groups they fit into for targeting). Verve Kinetic location intelligence works in five basic steps: Ingest: Continuous capture of device ID, GPS, beacons, mobile wallets, other location signals, and device characteristics (from Verve SDKs and direct publisher relationships). Verify: Algorithms that sense if location signals are from a real user and not manipulated or fraudulent. Match: Match location data to POIs. Analyze data from current visits, historical visits, and beacons. Associate: Associate device IDs with home and work locations. This is critical to delivering ads relevant to daily routines and movements. Scale: We take the above and build a scoring methodology to apply to exchange data (to identify high quaity data and weed out low quality).
- After your campaign is completed, or at end of key phases, Verve supplies comprehensive insights and analytics via Verve Momentum reports. Verve Momentum employs the key data and metrics you need to understand what messaging was delivered, consumed, that you hit your targeted segments and locations, and whether it all had the desired impact. Did consumers engage with your content, click to call, get directions to your store, and did they actually visit more frequently than consumers not exposed to your mobile creative? Verve Momentum tells you what happened, and why.