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M A R C H 1 0 2 0 1 6
# M O B I L E C O N V E N T I O N
SIZE DOESN’T MATTER
@ashleybohunk
WHY TALK ABOUT SIZE?
#SIZEDOESNTMATTER
USE THIS ONE WEIRD TRICK
TO PROVE WHY SIZE DOESN’T MATTER
#SIZEDOESNTMATTER
WHAT MY DUTCH CLIENT
SAID: “This is a boring topic.
We already know size doesn’t matter.”
#SIZEDOESNTMATTER
T ITLE
5
PERFECT WORLD
• Senior people work on digital
• Platforms are easy to compare
• There is no ad fraud
• There are no ad blockers
• You can measure campaigns
with this one simple trick.
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
But the digital
advertising world IS FAR FROM
PERFECT.
You may not be looking at size.
You may not be looking at size.
BUT A LOT OF PEOPLE ON
YOUR TEAM PROBABLY DO.
WHY LOOK AT ONLY SIZE?
Because real measurement is hard work & takes time.
#SIZEDOESNTMATTER
• Most Views
• Most Clicks
• Highest Engagement
• Most Effective Cost
• Most Impressions
SIZE IS EASY:
#SIZEDOESNTMATTER
MEASUREMENT: All are all “likes” equal?
= =
#SIZEDOESNTMATTER
?
#SIZEDOESNTMATTER
TO BE EFFECTIVE:
We must work to see the TRUTH
BEHIND THE NUMBERS
BEYOND SIZE: THINGS TO CONSIDER
Context Conversion ConnectionConsistency
#SIZEDOESNTMATTER
1 2 3 4
U N D E R S T A N D
CONTEXT#SIZEDOESNTMATTER
1
#SIZEDOESNTMATTER
UberFacts @UberFacts
Heineken NL @Heineken_NL
Koi fish can live for centuries. One lived to be 226-years-old.
Twitter Adverteren @TwitterAdsNLGebruik onze Ads Editor tool en plan je campagnes nu nog gemakkelijker in.
Let’s celebrate the Dutch way! #noorderlicht
Promoted
EVERYONE IS DIFFERENT:
Same metrics, but they mean
different things.
UberFacts @UberFacts
Heineken NL @Heineken_NL
Koi fish can live for centuries. One lived to be 226-years-old.
Twitter Adverteren @TwitterAdsNLGebruik onze Ads Editor tool en plan je campagnes nu nog gemakkelijker in.
Let’s celebrate the Dutch way! #noorderlicht
Promoted
• Viewed? • Clicked? • Liked? • 50% completion? • 100% viewed? • WTF?
WHAT MATTERS?
RESULT TWO 90% of people viewed all the content
RESULT ONE 10% of people completed the video
DID THEY WATCH MY :30 VIDEO?
The last 5 seconds were a logo 25 seconds was brand content
#SIZEDOESNTMATTER
CONTEXT: To measure results, SET KPI’S IN CONTEXT OF THE CONTENT & PLATFORM
#SIZEDOESNTMATTER
U N D E R S T A N D
CONVERSION#SIZEDOESNTMATTER
2
#SIZEDOESNTMATTER
T ITLE
22
IS IT THE PLATFORM OR THE TACTICS?
• Client wasn’t seeing conversions
from their campaign
• Client only targeted desktop
• Client said people don’t convert
on mobile
#SIZEDOESNTMATTER
AWARENESS
PURCHASE
THE MISTAKE: ALL IT TAKES ISONE PHASE
#SIZEDOESNTMATTER
PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
THE REALITY: EVERYPHASE MATTERS
#SIZEDOESNTMATTER
INITIAL IMPRESSION
FINAL CONVERSION
#SIZEDOESNTMATTER
THE CONSUMER HAS MANY TOUCHPOINTS
PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
NOT EVERY PHASE HAS A CLICK
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
CONVERSION: Focus on connecting during the ENTIRE CONSUMER EXPERIENCE.
U N D E R S T A N D
CONSISTENCY
#SIZEDOESNTMATTER
3
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
INITIAL SUCCESS A lot of
damn Tweets.
The whole SIZE shows the reality.
WAS THIS A SUCCESS?
#SIZEDOESNTMATTER
JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
EVERYDAY MOMENT LIVE/CAMPAIGN MOMENT
BEING CONSISTENTLY ALWAYS-ON GROWS SOV
EVERYDAY MOMENT
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
CONSISTENCY:Focus on CONSISTENT NUMBERS OVER SIZE in your metrics for better results.
C O N S I D E R
CONNECTION#SIZEDOESNTMATTER
4
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
Make a connection to a person in order
to persuade them to buy your product.
GOAL OF ADVERTISING
J. CREW GREAT CLOTHINGBRAND
#SIZEDOESNTMATTER
J. CREW GREAT STORE EXPERIENCE
#SIZEDOESNTMATTER
J. CREW GREAT WEB SITE.
#SIZEDOESNTMATTER
J. CREW NOT SO GREAT EXPERIENCE.
J. CREW ALOT OF CONNECTIONS
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
DID J. CREW CONNECT?
Right audience
Right moment
Right content
#SIZEDOESNTMATTER
#SIZEDOESNTMATTER
CONNECTION: Difficult to measure, so you must create and promote content that is RELEVANT & TIMELY.
BEYOND SIZE: THINGS TO CONSIDER
Context Conversion ConnectionConsistency
#SIZEDOESNTMATTER
1 2 3 4
Look at metrics from a variety of angles. Bigger does not necessarily = better.
1
Hire experienced marketers to manage and create on your digital campaigns.
3
KEY TAKEAWAYS:
#SIZEDOESNTMATTER
Focus on the consumer and see your content from their point-of-view.
4
2 Understand what the numbers mean - and don’t mean - on various platforms.
#SIZEDOESNTMATTER
Nobody counts the number of ads you run; they just remember THE IMPRESSION YOU MAKE.
- Bill Bernbach, DDB
#SIZEDOESNTMATTER
THANK YOU @ashleybohunk
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