An Insider's Guide to Mobile Advertising

AN INSIDER’S GUIDE TO MOBILE ADVERTISING Learn about the latest mobile advertising opportunities and how to activate them alongside a strong measurement foundation.

• TABLE OF CONTENTS

FOREWORD

EXECUTIVE SUMMARY

HOW TO SUCCEED WITH MOBILE ADVERTISINGUnderstand the role of mobile in cross-channel campaigns and the unique opportunities available only in mobile.

ACTIVATION TO INSIGHTS: BUILDING A MEASUREMENT FOUNDATIONImplement a well-defined measurement system that enables valuable insights from your mobile initiatives.

KEY TAKEAWAYS

6 Mobile is the Most Effective Component of Cross-Channel Campaigns

7 Capturing Mobile Audience Attention at Scale

8 Location, Location, Location — Relevance Is Everything

10 Getting Social: Top Four Social Channels That Drive Conversions

14 Creating a Positive Mobile Ad Experience: Native Ads

15 Boost Organic Mobile Search Traffic

16 New Channels for Driving App Installs

18 The Essential Measurement Foundation for Mobile

20 Continuous Measurement and Optimization

21 Benefits of a Streamlined Measurement Foundation

22 An Internal Process That Accelerates Campaign Cycles

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24 Key Takeaways and Action Planning

http://www.origamilogic.com

• FOREWORDCapitalizing on the Age of Mobility

In 2015, the smartphone emerged as the primary touchpoint for the entire U.S. digital audience, representing 65% of all time spent on digital media. And, already by Q1 of 2017, smartphone ownership is at 81% of Americans 12 and older, according to Edison Research and Triton Digital’s “The Infinite Dial 2017” study. The world has gone mobile, and this is only the beginning of nearly every member of society being connected to each other and companies.

Such ubiquitous use of technology and media means that there are countless channels and networks to reach a brand’s current and prospective customers. The fact that so many of these touch points are digital also means that marketers will be held to a greater standard in being accountable for traffic, both physical and online, and sale performance.

As we see more devices and variant consumer behavior shaped by mobility, the time is now to experiment with different channels and to establish a foundation for measuring what works and what does not work. Having the right tools in place alongside a seamless customer experience will mean sure success for the marketers who have invested and been frequently diligent in gauging media performance and customer behavior.

Now is the time to quickly seize the mobile opportunity and drive your brand forward.

Go mobile, and stay mobile.

Tim HaydenPresident & Co-Managing Partner, Brain+Trust PartnersAuthor, The Mobile Commerce Revolution

*Comscore: January 6, 2017, The State of Digital

+125% IN MOBILE USE VS. -8% IN DESKTOPSINCE 2013



Today’s consumers are breezing through the path to conversion faster than ever before—made possible by always-on access and just-in-time information via mobile devices. How can you make sure you’re reaching your customers at every mobile opportunity? How can you make sure your advertising supports their decision process? How can you keep up with them, even as their behaviors and mobile patterns continue to shift rapidly?

Fortunately, you’re just a few steps away from a well-coordinated mobile advertising strategy. Whether you’re focusing specifically on mobile-only initiatives or wrapping mobile into a cross-channel strategy, you can deploy new tactics that find customers wherever they happen to be. But execution isn’t everything. By combining cross-channel strategy and mobile opportunities with a strong measurement foundation, you’ll gain deep insights into campaign and audience performance—enabling your advertising to move as fast as your mobile customer.

IN THIS GUIDE, YOU’LL LEARN TO:

• Use mobile to enhance cross-channel efforts with different brand goals such as brand awareness, consideration or user acquisition

• Leverage mobile’s incremental reach to target audiences by locations and context

• Drive conversions through mobile-social channels such as Facebook, Snapchat, Instagram and Pinterest

• Create engaging and user-friendly mobile ad creatives

• Improve your mobile website to increase organic search traffic

• Acquire app users and measure app adoption effectively

• Build a measurement foundation to accelerate time to insights, especially for experimental campaigns on mobile

• Develop a well-defined internal process to act quickly and make data-driven decisions

• EXECUTIVE SUMMARY


• Leverage mobile’s unique audiences, targeting capabilities and social channel coverage as part of your cross-channel initiatives

• User experience should be top-of-mind when building mobile campaigns and creatives

• Experiment with different mobile ad channels, audience targets and creatives to find the ideal media mix

• Start building a strong measurement foundation by defining the key KPIs and metrics for each mobile initiative. Then measure all efforts quickly and accurately with a robust platform to make data driven decisions that drive your brand forward.

KEY TAKEAWAYS


• HOW TO SUCCEED WITH MOBILE ADVERTISING

• Understand the role of mobile in cross-channel campaigns and the unique opportunities available only in mobile.


MOBILE IS THE MOST EFFECTIVE COMPONENT OF CROSS-CHANNEL CAMPAIGNS

AN INSIDER’S GUIDE TO MOBILE ADVERTISING 6

Mobile is a key player in all types of cross-channel campaigns. Whether your goal is brand awareness, consideration, or user acquisition/conversion, you can leverage mobile-only opportunities to enhance cross-channel performance:

• INCREMENTAL SALES PER IMPRESSION (000): ALL STUDIES-ACROSS MEDIA

In a study of cross-channel campaigns across industry verticals, mobile drove the highest incremental sales per thousand impressions, at $26.52—compared with $23.47 for video and $20.56 for linear TV—illustrating the importance of including mobile in your cross-channel campaign.

Source: Nielsen Catalina and The Advertising Research Foundation: How Does Mobile ROI Stack up? 2016,


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CAPTURING MOBILE AUDIENCE ATTENTION AT SCALE

Who are your high-value customers and where can you find them? If they resemble the average mobile user, they spend up to 90% of their mobile time on their favorite five apps.

If you do nothing else, start by advertising on mobile apps that have high traffic volumes. You can extend audience reach either by executing large scale run-of-site (ROS) or highly targeted campaigns. Apps that provide the greatest reach will still provide sufficient scale for targeted campaigns.

Media publishers have consistently found that mobile users are incremental to desktop traffic, even suggesting that some mobile users may no longer be accessible via desktop.

USERS SPEND

90% OF THEIR MOBILE TIME ON THEIR

TOP 5 APPS

1 Facebook 79.9%

2 Facebook Messenger 73.1%

3 YouTube 68.2%

4 Google Search 62.9%

5 Google Maps 57.1%

6 Google Play 52.4%

7 Gmail 48.8%

8 Instagram 45.7%

9. Snapchat 42.5%

10 Pandora Radio 41.5%

THE TOP 10 WIDEST-REACHING APPS CAPTURE UP TO 80% OF THE U.S. 18+ POPULATION

# Top 10 Apps %Reach

Source: Comscore, 2016, Mobile Metrix



LOCATION, LOCATION, LOCATION — RELEVANCE IS EVERYTHINGWhat else can mobile do for you? Location-based targeting allows you to reap unique mobile-only benefits and deliver highly relevant content. Mobile has recently improved location accuracy by leveraging more reliable data from beacons, GPS, and Wi-Fi networks.*

A recent report from Thinknear and IPG Media Lab showed that audience targeting boosted local foot traffic by 29% over untargeted benchmarks. Audience targeting also reduced cost per incremental store visit to $1.06, compared with $6.39 for untargeted ads.

MOBILE AD SPEND ON LOCATION TARGETED ADS IS PROJECTED TO GROW TO $20 BILLION BY 2021

2016

$20.2

$12.4

$32.6

2017

$24.2

$16.0

$40.2

2018

$28.0

$20.7

$48.7

2019

$32.4

$24.8

$57.3

2020

$36.3

$28.9

$65.2

2021

$39.6

$32.4

$72.1

U.S

. $ B

illio

ns

Non-location Targeted Location Targeted

$0

$20

$40

$60

$80 45%

38%

Note: Numbers are rounded.

Source: BIA/Kelsey 2017

* MMA-Mobile Marketing Association



Equipped with improved location data, your mobile ads can target audiences with valuable, on-the-spot information that’s in context with their location and activity—so they’ll be more likely to engage with your brand. The four key methods of mobile geotargeting are:

Geofencing. Set your campaign to a defined area or target locations by context using vendors like PlaceIQ or xAd. A sporting goods brand, for example, may target locations that correspond to recreational fields and sports centers.

Shopping apps. Take advantage of shopping apps that use beacons to accurately track in-store customers and deliver ads on products that seem to be of interest to the shopper. Some retail stores (Macy’s, Best Buy, and Nordstrom) have even built their own apps for tracking shoppers and extending offers. As an advertiser, you can also deliver on-the-go deals through apps like Shopkick, which rewards retail shoppers with points for checking in and scanning products.

Location-aware apps. Target users on always-moving apps like Waze and Yelp. Leverage GPS, cell tower triangulation, or Wi-Fi data to drive in-store visits when the user is in the immediate vicinity.

Leverage shopper data. Increase foot traffic and reach retail shoppers at precise in-store purchase points using customized business solutions, such as Yext. For CPG brands that normally sell through a large third-party retailer, Walmart, Target and Amazon offer targeting solutions that drive consideration while customers are still shopping.

Examples of ads that leverage location aware apps like Waze

LOCATION, LOCATION, LOCATION - RELEVANCE IS EVRYTHING ...CONTINUED



GETTING SOCIAL: TOP FOUR SOCIAL CHANNELS THAT DRIVE CONVERSIONS

One thing you can be sure of: Social media is a great way to find mobile audiences. But users don’t treat all social channels the same. As an advertiser, you need to understand user expectations of their social media favorites, how they use each channel, and whether the channel is conducive to brand messaging and conversions.

For example, Twitter is more of a conversation hub because users are looking to get updates from the people they follow and are not in a purchasing mindset. However, existing followers have already proven to be engaged with a particular brand or influencer, so well planned content to this audience can drive more conversions than promoted tweets. As it turns out, the best channels are Facebook, Snapchat, Instagram, and Pinterest—all of which have rich targeting capabilities and engaging ad units for driving conversions.

We will take a deeper look at the top four social media channels that drive conversionss.



Facebook Leads the Pack

There’s no question that Facebook has a wide lead in audience reach and engagement.

AUDIENCE COVERAGE. Facebook drives the highest engagement (Comscore) and provides the broadest reach across all U.S. demographics (Pew).

ADVANCED AUDIENCE TARGETING. With 1.7 billion mobile subscribers, Facebook enables you to run granular campaigns at scale. Target by demographics, upload your own CRM data, and even find lookalike audiences.

APP USER ACQUISITION. Facebook has a track record of driving app installs. You’ll also get a summary of which campaigns drove value.

Custom Audiences is one of Facebook’s targeting products that allows you to retarget customers to drive conversions

Standard Facebook Mobile News Feed Ads



Looking to reach 18- to 34-year-olds? Snapchat has a highly engaged audience in this demographic—one that’s increasingly difficult to reach via TV advertising.

On Snapchat, brands have seen up to 5x the engagement over other social channels, thanks to features like lenses and geofilters. Snapchat also offers video ad formats that immerse users in sponsored “content.” (Keep in mind that these sponsorships are not for brands with small budgets.)

That said, Snapchat is a relative newcomer in the social media landscape and its reach is still limited. Look out for Instagram Stories, Facebook’s competitor to Snapchat. Many brands have found early success with Instagram stories, which have a similar ad unit to Snapchat’s but with greater reach.

• Snapchat is the youngest skewing social network

60% OF SNAPCHAT USERS ARE BETWEEN THE AGE18-34 Source: Comscore — 2016 U.S. Cross Platform Future in Focus

Source: www.snapchat.com

Types of Snapchat Ads

Snapchat— Where Younger Audiences Hang Out



Instagram

Instagram’s base skews towards female users and is only 20% U.S.—making it an excellent channel for reaching international audiences. With 216,000 photos posted every minute, Instagram drives more engagement than photos on Facebook. To date, sponsored ads have been well received, and brand hashtags are among the most popular posts. Another opportunity with Instagram is to leverage influencers—which tend to have very loyal followings—to increase awareness of your products.

As of January 2017, Instagram Stories achieved a critical milestone, reaching the same number of users as Snapchat Stories.

Pinterest

Pinners are in a mindset to purchase. A recent Millward Brown study showed that 93% of Pinners plan to purchase, and 87% made a purchase after seeing a product they liked. Promoted Pins also drive higher than normal levels of awareness and sales, reaching across all household income levels, according to Pew Research.

Pinterest is running a limited release of a search product through the marketing platform, Kenshoo, and plans to launch in the near future. Since the social media channel currently receives 2B+ queries per month, a search product is projected to be a major revenue driver.

Instagram and Pinterest — Mobile audiences who are receptive to brandsInstagram and Pinterest are very mobile-centric environments, allowing users to digest many graphics quickly. More importantly, both channels have a loyal following of users who are actively looking for ideas and are very engaged with the influencers they follow.



CREATING A POSITIVE MOBILE AD EXPERIENCE: NATIVE ADS

Your mobile ads deserve a whole new rethink. With so little space on those tiny screens, traditional display ads often generate unintentional clicks. Far from creating any sort of brand goodwill, they’ll just annoy your audiences.

Native mobile ads solve this problem by displaying ad content in the same, unintrusive layout as app content—so users respond better to paid messaging. Social networks pioneered the first native ads, which integrated with normal posts in vertical feeds. Since then, there’s been a proliferation of native mobile ad units that deliver a better mobile user experience, allowing brands to get through to customers in a kinder, gentler way.

WHEN BUILDING MOBILE CREATIVES, BE SURE TO RUN THROUGH THE FOLLOWING

SANITY CHECK:


AN INSIDER’S GUIDE TO MOBILE ADVERTISING 15ORIGAMI LOGIC | www.origamilogic.com

BOOST ORGANIC MOBILE SEARCH TRAFFIC

If your ads are designed to drive traffic to your website, make sure consumers have a good experience when they get there.

The fastest way to improve their mobile web experience is to speed up the load time of your pages. That’s where Google AMP (Accelerated Mobile Pages) comes into play. According to Google product management, AMP reduced average load times of standard mobile pages from 22 to 0.7 seconds.

There’s another important benefit of AMP; mobile websites using Google AMP are ranked significantly higher in search rankings, driving higher rates of organic traffic. Major CMS platforms, such as Drupal and Wordpress, now have Google AMP plug-ins—making it easy to adapt your site to this new standard.

Check out Google’s latest resources on maintaining a mobile-friendly website,

Prototypes of Google AMP powered e-commerce sites that are lightweight and enable faster and more intuitive product browsing.

CATEGORY PAGE PRODUCT PAGE RECOMMENDATIONS


https://developers.google.com/webmasters/mobile-sites/

AN INSIDER’S GUIDE TO MOBILE ADVERTISING 16ORIGAMI LOGIC | www.origamilogic.com

NEW CHANNELS FOR DRIVING APP INSTALLS

Traditional mobile marketing revolved around driving user acquisition via app installs, and app stores represented the primary discovery channel for mobile apps. However, a recent Comscore Mobilens report stated that app store growth remained flat between 2015 and 2016—and marketing campaigns have now taken over in driving the biggest lift in app installs.

What does this information mean for the marketer? If app installs are a campaign objective, you’ve got some ripe new opportunities. Start pivoting from traditional app install campaigns and market your app on your website, digital display, TV, and print channels.

To counter the standstill in app install growth, Apple released sponsored search ads in the App Store in Q4 2016. Early adopters include Amazon, Domino’s, and Jet.com, with the average cost per install at about $1—significantly lower than other social platforms, which average $5.84.

Also consider app user retention as a key metric in app install campaigns. Three-month user retention rates are an important indicator of whether your app users are engaged. According to recent Localytics numbers, the average mobile app retention rate was 25% after 90 days across all industries.

APP DISCOVERY CHANNEL GROWTH (YOY)3 Month Average Ending June 2016 vs. June 2015

ADVERTISING/MARKETING

June 2015 June 2016

Via a website Via ad on devicebrowser/app

Via ad on TV/print/billboard

9% 9%9%8%

6%

11%

Source: Comscore — MobiLens, US. 3 month average

ending June 2016 vs. June 2015


• ACTIVATION TO INSIGHTS: BUILDING A MEASUREMENT FOUNDATION

• Implement a well-defined measurement system that enables valuable insights from your mobile initiatives.

AN INSIDER’S GUIDE TO MOBILE ADVERTISING 18ORIGAMI LOGIC

THE ESSENTIAL MEASUREMENT FOUNDATION FOR MOBILE

Mobile advertising adds a rich set of metrics across paid, owned, and earned channels, providing unprecedented insights into the customer journey. By implementing an accurate measurement foundation that automates campaign reporting and reduces time to insights, you’ll have the information you need to continually improve campaign strategy and acquire new customers.

Before starting any cross-channel initiative, it’s important to take the following steps:

1. Sort through all the available metrics from each channel, and decide which KPIs are important to your brand.

2. Make sure you have the capabilities in place to measure each of these KPIs (e.g., viewability tags, verification tags, and tracking tags).

3. Organize your data in a dashboard to help you quickly oversee the effectiveness of all campaigns.

Note that some unique mobile use cases need better and faster measurement:

• MOBILE AD EXPERIMENTATION: With mobile, you have an ever-expanding array of ad units and ad channels. Which combinations work well? Try testing creative resonance with smaller mobile buys. You can also look to social channels for clues on audience sentiment (likes, shares, comments), enabling you to learn fast and adjust immediately, if necessary. Since this type of experimentation can have very short cycles, you’ll need measurement tools that can return insights in near real time.

• UNIQUE MOBILE-ONLY MEASUREMENT: How are users putting your app or website to use? By tracking mobile app/web performance closely, you can help your development team continually optimize product features, user paths, and usage patterns. Social listening and tracking are also important for delivering insights, since mobile users tend to be very outspoken in their feedback on social media.

AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY

PAID OWNED EARNED

Feed customerreviews, product

inquiries and featurerequests to improve

retention and loyalty.

Leverage high-performing content to feed paid media.

Track incoming traic and engagement levels on owned assets.

Direct Publisher BuysGoogle DCM

ProgrammaticTurn

Mobile SearchGoogle AdWords

Paid SocialFacebookInstagramPinterestSnapchat

ViewabilityMost

Audience VerificationComscoreNielsen

Mobile Web AnalyticsGoogle AnalyticsAdobe Analytics

Mobile App AnalyticsLocalyticsMixPanel

Owned Social PresenceFacebookInstagramPinterest

Push Campaign

Email Alerts

Social Media Listening(Sentiment)Zignal LabsSysomosBrandwatchRadian 6

CUSTOMER JOURNEY

AN INSIDER’S GUIDE TO MOBILE ADVERTISING 19ORIGAMI LOGIC

Below is a sample framework that supports different sources of mobile-related metrics across paid, owned, and earned channels:

As you can see, a complete picture requires many, many data sources. How can you build an effective, data-driven strategy without getting bogged down by the complexities of managing all that data?


Display

TV

Website

OOH

Print

Audience

Social

POS

CRM

PPC

VID

Viewability

38

Quality

SEO

Click-thruRate

27

Quality

SEO

KeywordRank

26

Quality

SEO

ImpressionShare

28

Share

MOB

Activation

17

Volume

VID

AverageView Rate

39

Quality

VID

Frequency

37

Quality

DPL

Cost perClick

98

Efficiency

SOC

Consumption

116

Volume

SEM

Cost perClick

108

Efficiency

SOC

Like

118

Volume

SEM

Click

106

Volume

SOC

Video View

117

Volume

EM

Click

99

Volume

DPL

ConversionRate

97

Quality

SEM

ConversionRate

107

Quality

MOB

Conversion

188

Volume

MOB

Revenue

189

Volume

VID

Conversion

202

Volume

DPL

Cost perAction

181

Efficiency

SEM

Cost perAction

195

Efficiency

VID

Revenue

203

Volume

CRM

CLV

256

Quality

CRM

CustomerEffort

255

Quality

CRM

CustomerSatisfaction

254

Quality

SOC

Retweet

259

Volume

SOC

Share

258

Volume

SOC

Storyteller

257

Volume

DPL

ROI/ROAS

182

Efficiency

SEM

ROI/ROAS

196

Efficiency

Display

129,870 (12.84% of total)8/3/2016 to 9/3/2016

100k

0

200k

BRAND ACTIVATION

CAMPAIGN SIGNALS

DAILY INSIGHTS

Collect & Refine

Organize &Integrate

Activate &Optimize

Mobile

AN INSIDER’S GUIDE TO VIDEO ADVERTISING 20

CONTINUOUS MEASUREMENT AND OPTIMIZATION

Digital channels--especially mobile-- are accelerating the customer journey and brands are in an uphill battle to understand what’s working and what’s not. But if you’re like most marketers, you’re probably still struggling to answer “What happened last month?” instead of “What can I do today?”

With marketing performance data spread across more tools, channels, media, and platforms than ever before, valuable data is trapped in silos—so the lag between activation and insights can sometimes be 30 days or more. This reality makes it extremely difficult to keep up with the fast-moving mobile customer.

Automated solutions such as Origami Logic can collect and analyze the many millions of daily signals from your cross-channel campaigns, eliminating the manual chores associated with data collection and data wrangling. A solid measurement foundation provides the added benefits of unified measurement and reporting at a significantly faster pace.



BENEFITS OF A STREAMLINED MEASUREMENT FOUNDATION

With a complete picture of marketing performance, you’ll have critical insights into what’s working and why. When you know more and can act fast, here are a few of the things you can do:

• Identify winning strategies as your customers accelerate through the purchasing journey.

• Run A/B tests on creatives before rolling out to a larger audience.

• Detect campaign anomalies and course-correct campaigns before spending budget.

• Experiment quickly in new and innovative ad channels, or with new ad formats, that immerse customers in your brand.

• Align reporting between: campaign data, internal website and sales activity (eg. conversions, purchases and registrations) to truly measure ROI and prove business value.



AN INTERNAL PROCESS THAT ACCELERATES CAMPAIGN CYCLES

You’ll be able to move faster with smart, data-driven decisions if you complement your measurement foundation with a well-defined internal process. This critical piece will help you keep up with the mobile customer’s compressed purchasing journey.

Make sure your internal process includes:

• Overarching KPIs and milestones

• Ownership responsibilities at each stage

• Leadership that prioritizes initiatives

• Senior stakeholders that champion marketing projects throughout the organization

With a clear system in place, you’ll be able to make timely in-flight adjustments to your campaign creative, audiences, ad channels, or anything else that can impact results.

Build foundation for measurement

1

Deploy cross-channel measurement solution

2

Establish process for frequent campaign reviews

3

Find optimization opportunities and document learnings

4

Derive insights and continue to iterate on winning formulas

6

Review metrics/KPIs against goals and benchmarks

5CAMPAIGN LAUNCH

CAMPAIGN PLANNING

CAMPAIGN ENDS / ROI REVIEW

IN-FLIGHTOPTIMIZATIONS


• KEY TAKEAWAYS

AN INSIDER’S GUIDE TO MOBILE ADVERTISING 24

KEY TAKEAWAYS AND ACTION PLANNING


Think about the proliferation of different channels and how your customers are discovering and interacting with your brand. Mobile plays a major role across paid, owned and earned media; engaging and influencing customers at important touchpoints across their journey. Be sure to experiment with the latest mobile opportunities in audience targeting, location targeting with context, social media, and mobile native ads.

As you’re executing all types of cross channel campaigns (including mobile), it is imperative to have a strong measurement and data foundation. This foundation must be scalable and handle large volumes of disparate campaign data quickly to keep up with your customers.

A strong measurement foundation—coupled with a well-defined internal process—will enable you to capture in-flight campaign data, accelerate time to insights, and optimize quickly to deliver the best possible brand experience. Talk to us about building a strong measurement foundation that supports all your marketing efforts.


About Origami Logic

Origami Logic is a marketing analytics company that helps

teams master their marketing performance by letting them see

what’s working and what’s not, so they can optimize their efforts.

Thousands of Marketers and Global brands like P&G, HP, JC Penney,

Intel, and Omni Hotels, trust Origami Logic to help them unify and

refine their vast array of marketing data, across every channel

and platform, and let them search and organize it in realtime, in

whatever way makes sense to them, so they can better understand

their marketing efforts and improve their overall impact. Origami

is funded by top-tier investors Accel Partners, Icon Ventures,

NextWorld Capital, DAG Ventures, and Lightspeed Venture Partners.

To learn more about how you can use the Origami Logic Marketing

Signal Measurement Platform to manage and optimize marketing

campaign investments across all modern marketing channels and

platforms, set up a one-on-one demo here.

ORIGAMI LOGIC303 Bryant Street Mountain View, CA 94041

[email protected] www.origamilogic.com Twitter @origamilogic

https://www.origamilogic.com/request-live-demo

mailto:[email protected]


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An Insider's Guide to Mobile Advertising

Marketing

Transcript of An Insider's Guide to Mobile Advertising