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While mobile device usage has grown exponentially in the past few years, the formula for driving conversions on mobile is still a question for many advertisers. From defining the objectives of a mobile campaign to achieving higher ROI through paid advertising, mobile has a lot to offer if executed well. AdRoll's Shringar Pangal peels back the layers of how to successfully plan and execute top-performing mobile web campaigns: - Define the right goals and measurements - Expert advertising strategies for mobile - Top tips for driving higher performance To view this webinar and others on demand, check out http://www.adroll.com/resources/webinars.
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10 Commandments of Mobile Advertising
Mobile adoption is growing exponentiallyMobile Lumascape
Mobile adoption is growing exponentiallyConsolidation & synergy in mobile
Mobile adoption is growing exponentially
10 mobile advertising tips
to get started with a bang
Mobile adoption is growing exponentially1. Stay informed – Magazines and News
10 fantastic sources for up to date mobile advertising news
Mobile adoption is growing exponentially1. Stay informed – Events
10 fantastic sources for up to date mobile events
Mobile adoption is growing exponentially2. Create mobile optimized site
Innovation
Performance
Usability
Design
• Uniqueness of mobile
• Light and fast
• Thumb friendly navigation
• Mobile focused web design
Mobile adoption is growing exponentiallyApproaches to web design
Responsive Web Design + Adaptive Web Delivery
=
Optimal user experience
Responsive Web Design
• Flexible layouts
• Percentages
Adaptive Web Design
• Device specific code
• Branches of HTML & CSS
Mobile adoption is growing exponentiallyApproaches to web design
Progressive Enhancement
vs
Graceful Degradation
3. Run cross-device Facebook Retargeting
1.32 Billion
1.12 Billion
399 Million
Total Monthly Active Users
Mobile Monthly Active Users
Mobile only Monthly Active Users
• Run campaigns across
desktop and mobile
• Create high-resolution
landscape mode images
for ads
• Use FB CTA buttons
such as Shop Now,
Learn More, Download
etc.
100% increase in CTR
with a CTA button
Mobile adoption is growing exponentiallyExamples
Stitch multiple views of the product to convert a portrait
image to the landscape mode.
Add one of the 5 CTA buttons provided for increased
campaign performance
Little button big performance; 2.8x increase in CTR
4. Run cross-device Twitter Retargeting
• 76% of Twitter users login in through their mobile devices
• Twitter’s tailored audience will allow you to reach users across desktop and mobile
• Being embedded alongside user’s preferred tweets increases chance of conversions
• Improve ROI 140 characters at a time with promoted tweets and lead gen cards
Mobile adoption is growing exponentiallyCase study – Retargeting on Social
Overall Results
• ROI = 10.5x
• 33% lower CPA than average
apparel clients across
Facebook and web
• 13% higher CTC rates
• Twitter Cost per Engagement
(CPE) fell 81% below industry
benchmark costs
• Twitter Engagement Rate:
253% above industry average
Mobile adoption is growing exponentially5. Track holistic campaign data
• Customer behavior isn’t as simple as a single segment
• Cross-device campaigns can result in assisted conversions across the different devices
• Make optimization decisions taking into account desktop + mobile performance
Mobile adoption is growing exponentially6. Deterministic vs Probabilistic Tracking
Deterministic Probabilistic
Technology
IDFA
20+
Definition
• Definitive IDs
• Cross device – Login
• Desktop and mobile web – Cookies
• Mobile Apps – IDFA, Android ID
• Device Fingerprint
• Has of various parameters such as
OS, OS version, screen resolution,
timestamp, location etc.
Mobile Analytics Providers
Mobile adoption is growing exponentially6. Deterministic vs Probabilistic Tracking
Deterministic Probabilistic
Personally
Identifiable
Information
Accuracy
Scale
100% ~70%
Overall
Available
Overall
Available
Mobile adoption is growing exponentially7. Device Usage
Source: AYI.com
Cross-device retargeting across phones and tablets
With our customers across multiple screens throughout their day,
AdRoll allows us to connect with them regardless of the device or
platform they’re using.
► 225% more volume on iOS versus Android devices
► 20% more efficient CPC on iPhone versus Android phones
► 50% below target CPC
► CTRs greater than 1%
—Kristina Simonsen, Marketing Manager
Mobile adoption is growing exponentially8. Create mobile specific ad units
Advantages of a 320x50 ad unit on mobile
• 2x increase in mobile web engagement and conversions
• Better overall user experience, which in turn drives higher
adoption
• More inventory availability on mobile publishers looking for
mobile-specific ads
Mobile adoption is growing exponentially9. Use dynamic creatives
80% of consumers say that the last ad they saw wasn’t relevant to them
Get personal; get effective
Personalized dynamic ads see up to 115% increase in CTR and provide up to
44% lift in ROI when compared to non-personalized retargeting
Mobile adoption is growing exponentially10. A/B Testing of Ads
Option 1: Favorite Team Option 2: Gabriel Collection
Mobile adoption is growing exponentially10. …and the winner is
Option 1: Favorite Team
Mobile adoption is growing exponentially10. A/B Testing of Ads
Option 1: City Hall Models Option 2: Can’t Wear Bacon
Mobile adoption is growing exponentially10. …and the winner is
Option 2: Can’t Wear Bacon
Mobile adoption is growing exponentially10. A/B Testing – Always Be Testing
AdRoll for Mobile
Inventory Sources
Mobile Analytics Partners
Cross Device Retargeting
Mobile App User Acquisition
Mobile App Retargeting
Mobile Web Retargeting
Our Mobile Capabilities
Q&AShringar Pangal
Senior Product Marketing Manager
AdRoll
