Mobile Travel Masterclass NY

The Challenge of Mobile Tracking

Agenda

Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

Traffic fragmentation

iOS conversion tracking

Challenge 1

Challenge 2

Welcome to the

jungle!

The daily routine as mobile advertiser Multiple ad networks, complicated tracking & opaque reporting need a

lot of time, money and effort to handle

More ad networks

SDK Integration

CPC CPD CPA

0,07 1,50 ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 ? ?

CPC CPD CPA

0,07 2,00 ?

More SDKs… More reporting

dashboards

Cost per User

Installs

Fragmented market Unclear reporting No optimization Many tracking SDKs

necessary

Steps to

advertise

an app

The solution Comprehensive tracking allows optimization

Universal

tracking SDK

CPC CPD CPA

0,07 1,50 3

0,07 2 2,5

0,09 1 2

0,07 0,5 3

0,06 0,5 2,8

Clear reporting Optimization Aggregated market One tracking

Steps to

advertise

an app

Banner Con

-nection

Network Publisher Day/

Tracking reality today Apple App Store’s firewall cuts off all tracking information

Conventional tracking solutions Overview of the currently most common solutions in the market

Device ID Fingerprint Cookies

Only available for 40%

of all traffic

Only 60-80% accuracy

First apps using Cookie-

Tracking already

banned by Apple

Bad user experience

✗ ✗

# installs

24 hrs. ✗ time

Introducing AccuTrack 100% accuracy with no disruption of user experience

100% accurate Tracks 100% of all

mobile sources No disturbance

to user experience

Install

✓ ✓ x

Trademob at a glance

Fully customizable pivot tables

Online Dashboard

Managed campaigns for

guaranteed top App Store

ranking to maximum number of

organic downloads

smartBoost

Full service offering, including

media buying, tracking and

optimization

Campaign Management

Unrivalled technology that

provides 100% accuracy for all

traffic sources

Tracking with AccuTrack

Ready to rethink mobile?

+1 415 539 6794

ib@trademob.com

www.trademob.com

Ingo Bohg SVP Americas

Nothing gets closer to your

customers than mobile

How to ensure you mobile presence is a

success

Mick Rigby

Mick@yodelmobile.com

Mobile strategies

Headline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart

Accessibility

Expectations

Immediacy

Greater Usage

Comp advantage

Better service

Lower CPA’s

Mcommerce

Greater returns

New rev streams

REVENUE

STRATEGIES

Retention Differentiation Experience Acquisition Monetisation

How do you leverage the success of your real

estate?

Mobile Search

Digital

Native Applications M-sites

Passbook vouchers HTML Apps

Mcommerce site

Above the Line

M- Social

Mobile Display

Not all mobile is successful

Aided Brand Awareness Mobile Ad Awareness

Message Association

Brand Favorability Purchase Intent

Mobile Best Performance

Overall Mobile Performers

Mobile Worst Performance

How do you ensure your mobile Display

activity is effective?

How do you succeed

Tracking

Creative

Campaign

Learnings

How do you succeed

Tracking

The tracking journey

Your tracking solution

• Banner click

• Network

• Publishers

• Coded publishers

• App downloads

• Events

• Section searched

• Actions taken

• Location

• Banners

• Networks

• Time of day

• Day of week

• Publisher

• Publisher groups

• Virtual CPA

• Behavioral

groups

• Usage

• H/M/L Usage

• Activity Usage

• Retargeting

Banner / HTML

Msite Application

Publishers

Networks

Carriers

(CPU/CPM)

Make sure your mobile tracking…..

Works across all OS, HTML and mobile web

Integrates into Search, Display and Online

Utilizes all points of reference

Is universally accepted by networks and

publishers

The Right Tracking will …

optimize activity Hourly Daily

By publisher Network

creative ad solution

Result in ongoing Campaign

Improvements Budget

Management Future Planning

Track from an Impression to a click download

Registration and Purchase

Ultimately a desired cost per acquisition or Brand favorability improvement

And will result in cost per acquisition going

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

Creative 1

Creative 2

Creative 3

Creative 4

Creative 5

Cost Per Acquisition $

How do you succeed

Creative

Not all mobile creative is successful

Different solutions do different things

Direct Response Engagement Brand

Standard Banners

Geo targeted

Banners

Banner To Video

Expandable

Banners

Overlays

Pre Roll Video HTML5 Rich

SMS Content

The Six principles of mobile creative

Make it Relevent

Ensure its Engaging

Surprise and Delight

Play to your strengths

Be Competent

Consider the Time and

Banner Display

Rich media

Video display

Video Pre-roll

How do you succeed

Campaign

Mobile Landscape

Things to remember when planning a mobile

campaign

1. Understand your target user base. Who is going to see

the ad, where are they going to see it, what time are

they going to see it?

2. How are they going to interact with the ad?

3. A strong call-to-action encourages interactivity and

engagement which is in turn extremely valuable for

brands and gives a better chance of users clicking

through

4. Make sure the destination of the advertising is mobile

friendly/optimised.

5. Clear and persistent branding is important for brand

awareness

Optimob process – App discovery

Campaign objectives

Country, devices, publisher, genre, region,

timings, creative, demographics

Evaluation of all

campaign dynamics

Ongoing campaign

management

Phasing, budget and

timing management

Marco & micro

knowledge and

recommendations

STAGE 1: Initial

campaign

recommendation

STAGE 2 : 7 – 10

day benchmarking of

optimisation

STAGE 3 :

Implementation of

optimisation

STAGE 4 : App store

position effect

STAGE 5 : Interim

and post campaign

evaluation

How do you succeed

Learnings

Mobile is going to dominate digital

and the winners will be the guys

that stick with it, trial, track and invest.

Mick@yodelmobile.com

www.yodelmobile.com

a mobile first world feb 6, 2013

we mobilizeBRANDS

mobile is a context, not a device.

augmented

service

offerings

product

experiences

icmsp©

platform

marketing

experiences

& technology

OUR MOBILE SERVICES We help brands conceptualize, design and develop engaging

mobile and cross channel experiences.

MOBILE CAMPAIGNS MOBILE PRESENCE

We mobilize your brand

experience with…

- Mobile strategy

- .com mobilization

- Mobile shops

- Branded apps

We help you to win and keep

customers within your

marketing mix with…

- Mobile CRM campaigns

- Mobile couponing

- QR-code campaigns

- Campaign supporting apps

and sites

AUGMENTED PRODUCT EXPERIENCES

We augment your product eco-

system by offering mobile

services with…

- Mobile payment

- In-car systems & car

connectivity

- Connected healthcare &

fitness services

on whatever platforms the strategy demands.

but mobile first is no longer a strategy– it’s a reality.

our mobile devices are always with us, everywhere we go.

Travel & leisure in a mobile world

CASE STUDY

the smartphone is your modern day travel agent.

search remains the #1 planning

source for personal travel.

one out of every two

searches results in a purchase.

in july ‘12 nearly 40mm u.s.

consumers used smartphones for

travel.

the rules are changing (to the tune of $ billions).

This is the time for BIG IDEAS! So let’s get started…

palms resort & casino

case study

but first we needed the right strategy

modern / sleek dated / cluttered

cuttin

conserv

lassy MIRAGE

HARD ROCK

PLANET

customer journey

AWARENESS

KAYLA BOOKING CHECK-IN

PLANNING @RESORT RETARGETING

CHECK-OUT

TWINSTAFACE

meet kayla, she’s 31, career driven, loves her friends

activity based services

AWARENESS

CHECK-OUT

Check-ins Trending

AWARENESS

CHECK-OUT

care for a spa treatment?

AWARENESS

CHECK-OUT

reservation for 4 @ n9ne…

AWARENESS

CHECK-OUT

have a drink on us…

AWARENESS

CHECK-OUT

exclusive footage…

AWARENESS

CHECK-OUT

and an easy checkout.

AWARENESS

CHECK-OUT

This is the time for BIG IDEAS.

thanks iconmobile LLC

285 madison ave. new york, ny 10017 usa

tel +1 917 972 9970

Chris.Mann@iconmobile.com

chris mann mike mcgeeney

StrikeAd Tourism New Zealand

Mobile Advertising 2.0

StrikeAd is a world leader in mobile advertising technology

StrikeAd changes

Mobile Ad Buying:

Increase effectiveness of Mobile Ad Spend with RTB

Licence the Platform

Track individual users

Target the right consumers, in the right mindset, in the right place

The Leading Mobile DSP

"Now is the time to make your mark as the category leader in this space," said Mr. Rahaman, who in June moved the headquarters of his company, StrikeAd, to the Flatiron district from London. "You wait too long, and that spot gets taken.“

-Crain’s NY Business

“There are several new exciting companies calling themselves “mobile DSPs” that are emerging with the aim of solving this issue and replicate the rapid growth and success that DSPs have experienced in the display world. Companies such as ..StrikeAd...”

-VentureBeat

“StrikeAd, a startup that helps advertisers and agencies manage their mobile campaigns, has raised $3,500,000 in funding.”

-TechCrunch

Selected Clients

Large Media Networks and Independents

Brand and Direct Response Advertisers

StrikeAd works with major Brands, mainly via their Media Agencies

How does it work?

System uses 1st and 3rd Party Data to uplift Ad performance

Real-Time Optimization

The system alters spend patterns during a campaign to improve ROI

The most RTB Inventory

• Available inventory growing and driven by additional supply partners; Google, Smaato, MoPub • StrikeAd now aggregates more global RTB supply than any other player in the space • Supports growth from new territories (Asia, EMEA) and formats (tablet)

Jan Feb Mar Apr May June July Aug Sep Oct Nov

Adiquity

Admeld

Google

Madvertise

Mediba

Mobclix

Mojiva

nexage

Adsmobi

Smaato

StrikeAd has RTB integrated more mobile optimised media than anyone else

The StrikeAd ID

StrikeAd User ID

AdTruth ID

Blue Cava ID

Nexage web

cookie

Nexage app ID XYZ

Nexage app ID

ABC Admeld

web cookie

Admeld app ID

Collider user ID

• StrikeAd anonymously, and without retaining any personally identifiable data, tags devices and users and stores a StrikeAd ID against them in its proprietary Audience Database

• The high-load, high-speed database now powers StrikeAd’s four new solutions:

– Retargeting,

– Applying 3rd Party Data – see next slide

– Frequency Capping and

– Behavioral Targeting

• We store 100+ data points per user in privacy safe way (full Notice and Choice workflow)

The StrikeAd ID uniquely acts like a Mobile Cookie

1. Agency places a mobile audience buy with StrikeAd

2. Publisher makes impressions available on RTB exchange.

3. StrikeAd works with DMP to bid on only impressions that match the required segments.

How It Works

Admobius Allows StrikeAd to Reach Target Audiences Using 3rd Party Data

Agency &

TNZ Case Study

Behavioral Targeting & Rich Media on Tablets - Working with Razorfish Seattle

GOAL: Drive qualified user traffic to visit and engage with Tourism New Zealand sites.

: Targeting: Leverage 3rd party data segments to reach audiences that align with TNZ’s core targets: Affluent Travellers, HHI $100K+, and Entertainment Enthusiasts Creative: Execute a high-impact rich media campaign on tablets to drive traffic to & engagement with TNZ’s site.

TNZ Results!

55.00%

56.00%

57.00%

58.00%

59.00%

60.00%

61.00%

62.00%

63.00%

64.00%

Overall, using household income to target resulted in a 100% increase in click-through rate and a 125% increase in engagement rate over app category/channel target for a CTR of just over 9%!

We also experienced a 23% higher click-through rate and 33% higher engagement rate when using Entertainment interest to target than using channel targeting

Entertainment Enthusiasts

Traveler

Overall 100k+

Entertainment Enthusiasts

Traveler

Overall

Engagement Rate (engagement clicks/unique visitors)

Expand Rate (expands/impressions)

StrikeAd helped TNZ exceed their campaign goal of a 2.5% expansion rate with 3.77%! The Travellers Segment had the highest engagement rate at 63.87%!

AUTO SHOPPERS

Mobile consumers who are in market to purchase an automobile and are actively researching and interacting with content in order to solidify their brand consideration set. They frequently access mobile apps and sites, performing research on specific make/models, dealer locators and auto loan options. They are also visiting the physical locations of their area dealers.

BUSINESS DECISION MAKERS

Mobile executives who spend more time than the average mobile user on business productivity, executive management, marketing, sales, enterprise, financial sites and apps. They frequently are present at corporate locations and consume global business news.

HEALTH SEEKERS

Mobile consumers who have more than average health or fitness apps installed on their device, and are frequently engaged with them. They are highly engaged with interactive health tools that provide them tips on dieting, track their fitness routines and even help them develop inner peace through meditation.

TRAVELERS

Consumers who engage with travel apps and content (making purchases on packaged vacations, hotels, and flights, researching travel prices, etc.) on a frequent basis. They may also spend more time than the average mobile user researching foreign locales.

1 - Audience Segments

Our partner, AdMobius, provides appropriate audiences – StrikeAd then buys those audiences

Given a device’s location & time, our partner, PlaceIQ, provides appropriate audiences – StrikeAd then buys those audiences

2 - Location based Segments

2 1 3 Activation A mobile user opens an application or webpage and their anonymous location is time-stamped and collected.

Determine Audience PlaceIQ matches the collected location to location and time data and finds associated behaviors, profiles, and intent of users likely to be there at that moment.

Ad Targeting &

Delivery StrikeAd matches the right ads to the right audiences, moments, and places. Delivering a targeted audience and ensuring relevant messaging.

Luxury Consumer

High end Women’s retail

Fine dining

At the office

Young professional household

Luxury vehicle owner

Map Consumers to Place & Time

Deliver Advertiser messaging during key moments

• Modes contain geo and temporal parameters which allow us to find our audience in the world. We map these moments to tiles and use them to target advertising to the right audience at the right moment.

• Indentify ideal moments throughout the week to deliver messaging that resonates with the Luxury Consumer audience

Recreation White Collar Professional

Shopping

- Haute couture boutique

- Women’s accessories retail

Luxury Consumers

Traveler

- Pilates and yoga studio

- Cafe

- Marketing company

- Advertising company

- Management company

- Airport

- Transit hubs

- High end hotels

All Targeting

AUDIENCE OPTIMIZED RON

Predictive RON that finds your target audience via algorithm

Limits wasted impressions

BEHAVIOR

3rd party data collected from AdMobius

Relevant segments for all types of brands

DEMOGRAPHIC

Combination of 1st and 3rd party data

Age, Gender, HHI

LOCATION DATA

Place IQ

Matches Location & Time Data and finds associated behaviors, profiles, and intent of users likely to be there at that moment

CHANNEL

Reach users based on specific publisher content

GEOGRAPHIC

Country, State, DMA, City, Zip, Geo-fence

MOBILE RETARGETING

Re-message users who have expressed interest in your brand

Build pools of users for future use

DEVICE

Tablet or Smartphone

Carrier (Android, iPhone, etc.)

Thank you

Dakota Sullivan, SVP Americas NYC, February 6, 2013

Fresh Thinking:

Using Mobile to

Keep Your Brand Fresh

Dakota Sullivan, SVP Americas NYC, February 6, 2013

[a•mo•bee] (n.) mobile to the core.

2012 GSMA Mobile Advertising

Agency of the Year

A few of our customers

How Most Brands & Agencies Still Think About Mobile

Superbowl

Spot!!

Celebrity

Apprentice

Feature

Episode!!!

Top Chef

Sponsorship!

8 Page Cosmo Pull Out!

Valentines Day Roadblock

Total Web Domination!!

Yahoo! Content

Integration!

Animated GIF banners

Digital

Mobile

Full page ad in Forbes!

How Most Consumers Think About Mobile

Mobile Should Be As Important To You As It Is To Them

Some brands starting to fully embrace mobile—most focus on utility

On-the-go

& in-store

features: barcode reader,

social tie-ins,

ratings

content: expert advice,

tips to inspire

purchase

However, utility is only one aspect of mobile…

What about inspiration?

Goes far beyond HTML5

Uses full capabilities of devices

Interstitial, full-device screen ads let

viewer play, explore, and shop

Brand new technology owned and

only offered by [a•mo•bee]

PULSE 3D: Ads as Amazing as Apps

Mobile + Out-of-Home woven together

for campaign that will dazzle the most

jaded consumer

Use mobile video, re-targeting, geo-

fencing, day parting, QR, NFC, all

driven by real time mobile data

[a•mo•bee] executing this today,

delivering CTRs up to 24%, 50%

increases in app installs, heavy

increase in retail footfall

“Phy-gital” Impact

eBay’s augmented reality campaign

can be triggered by both poster and

press ads

Video content promoting

the campaign is ‘projected’ onto the

print ad, deepening the message

Several different call to actions are

featured including app downloads &

links to purchasing featured clothes

Augmented Reality

Thank you!

• Talk to us during networking session

• Category exclusivity still available for PULSE 3D

holiday campaigns

Dakota Sullivan

SVP Americas

Jolie Giuffre

Sr. Mobile Strategist,

Travel Vertical

Mike Kerans

Business Development

United Airlines Mobile Journey

First A little background…

Our Global Operation

376 Airports Worldwide

5,656 Flights Daily

Approximately 400,000

customers daily

74,000,000 bags / yearly - over 200,000 daily

Approximately 300,000 operational messages daily

FlightView Survey - Business and Leisure

Survey of over 2,600 travelers

93.6% want flight status information

73.2% want boarding alerts

57.4% want upgrade information

39.8% want stand-by status updates

Devices, devices, devices – and it’s

changing!

It’s about choice

Going Mobile – m.web AND app.

Extending key website tools to the mobile channel

m.united.com

Text Version

Smart Phone Version

Mobile App

Android

The Mobile App

Circa 2010 iTunes Comments

Was hoping to see an easy app, that would allow me to

directly check availability, cost, book flights, check-in, and

make itinerary changes mid trip…This app does none of

these things.

How about push notices for flight status changes?

…a good start. But basically this is just a giant bookmark

that happens to remember your xx.com username and

password. All the actual transactions take place via mobile

safari…

…no real app, just a launcher for their mobile site. This is

too weak for a global player like XX.

2010 App Requirements

Check-in

Mobile Boarding Pass Storage

Flight booking – basic

Flight Status (same detail as /info sites today)

Account status

My reservations

Push trip-alert notifications

Club Locations / Wayfinding

Mobile App – the basics

Native – iOS / Android

Customization

Better User Experience

Full Featured

Native booking

Including Award Travel

Wallet

Transparent Information

Tools for the Traveler

Check-in

Mobile Boarding Pass

Auto return check-in

Checking In

Mobile Boarding Pass

United Club Sales

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