ROI of Activity: Where Context Meets Engagement

Mobile Marketing Association

ROI of Activity:

Where Context Meets Engagement

Mobile Marketing Association

Pillars of mobile marketing success:

Empower brands to reach people:

within natural breaks of activities

when they are most receptive

in real time

Mobile Marketing Association

display advertising as we know it…

Mobile Marketing Association

what users are doing today –– activities

gaming listening tweeting

checking insharingpinning

Mobile Marketing Association

send

share

giftbuy

play

message

invite

sell

receive

shop

viewcomplete

watch

collect

achieve

boost

level up

purchase

consume download

create

comment

visit

Mobile Marketing Association

but in order to capture what consumers

are doing, you need…

new technology inventory timing+ +

Mobile Marketing Association

while people are performing activities, timing & context matter to

deliver a receptive brand message

the right context

Delivered with context to the

activity and native to the user

experience.

served through

proprietary API &

SDK

Mobile Marketing Association

timing & context

The right time

Triggered by activity (“roll”)

during natural breaks within

user flow.

The right context

Delivered with context to the

activity and native to the user

experience.

The right audience

Targeted to users performing

the most relevant activities for

the brand and message.

Mobile Marketing Association

mobile creative – thinking beyond the banner

large, beautiful canvases allow brands to bring value to consumers while conveying full brand message

Add to Passbook

Acquire fans Drive app downloads

Mark your calendarDownload coupon

Mobile Marketing Association

insights into what people are doing

matter to get smarter about:

• who they are

• what they like

Mobile Marketing Association

share 2.00% 2,500,000 100%

consume 1.25% 1,000,000 25%

achieve 1.00% 500,000 0%

other 0.50% 1,000,000 -50%

activity performance by channel

channel target performance rate impressions served % lift

total campaign (w 18-

34)

1.00% 5,000,000 5%

best activities

• invite

• share

good activities

• communicate

• message

• play

okay activities

• download

• start

Mobile Marketing Association

this is how mobile advertising

should be done

Mobile Marketing Association

Mobile Marketing Association

thank you!

E: chris@appssavvy.com

T: @chrisappssavvy

E: robert.tas@jpmchase

T: @tasrobert

E: yale.cohen@zenithmedia-na.com

T: @yaleec7