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Join AdRoll’s Senior Product Marketing Manager Shringar Pangal as she walks through the strategies for unlocking mobile. Explore the benefits and simple pitfalls to avoid when planning mobile campaigns.
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Unlocking Mobile ROI
Mobile adoption is growing exponentiallyShringar Pangal, Sr. Product Marketing Manager
1. Why mobile
AGENDA
2. Challenges on mobile
3. Best practices for driving mobile success
4. Innovative Strategies
Mobile adoption is growing exponentiallyMobile adoption is growing exponentially
Mobile
PC
TV
Global TV vs. PC vs. Mobile Shipments
Mobile adoption is growing exponentiallyMobile is the “first-screen”
We’re now in a Multi-Screen WorldDave wants to shop wherever and whenever he wants
of consumer transactions are started on one device and completed on another
Sequential Usage Simultaneous Usage
Mobile advertising spend still lags
2011
2012
2013
2014
$0.00
$0.20
$0.40
$0.60
$0.80
PrintTVOnlineMobile
2011 2012 2013 2014
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
However, mobile spends still lag behind
YoY growth Ad Spend
Source: eMarketer
What is curbing mobile growth?
Challenge 1: Purchases are predominantly occurring on desktop
Small Screen
Privacy Con-cerns
PaymentPain
HostileConditions
Challenge 3: Limited resources and heterogeneous environment deprioritize mobile
Challenge 2: Hard to measure and track performance and in-app behavior
Mobile Apps Desktop/ Mobile Web
Tracking Technologies• Device IDs • Digital Fingerprinting• SDK vs API
• Cookies• Pixels
KPIs
• App Installs• App Engagement• In-App Purchases• Uninstall Rate
• Leads• Sales• Engagement
63% of marketers track audiences by device type, yet 38.9% stated that mobile is still one of the greatest challenges related to digital attribution measurement – AdRoll Advertiser June Survey
Challenge 2: Hard to measure and track performance and in-app behavior
Challenge 4: Mobile requires a completely different structure and workflow
Challenge 4: Mobile cannot be simply treated as an extension of the desktop
Best practices – Be “Mobile-Optimized” and not just “Mobile-Friendly”
Poll
17%
34% 81%
20%
Dedicate resources towards a mobile optimized site and app1. Mobile-first design
Graceful Degradation
Progressive Enhancement
Dedicate resources towards a mobile optimized site and app
Example: Usage centric designs
Progressive Enhancement Graceful Degradation
Dedicate resources towards a mobile optimized site and app2. Performance is the new sexy
4s9s
64% of smartphone users expect websites to load in less than 4 seconds on their mobile devices
• Keep it simple and light
• Reduce image dimensions
• Avoid unplayable videos
• Fewer files means fewer HTTP requests
• Client-side processing could be slow
• >20 MB apps require Wi-Fi to download
Dedicate resources towards a mobile optimized site and app
Example: Award winning website
www.adidas.com/com/apps/predator
Extraordinary visual effects
Award winning design
Similar branding on mobile site
Simplified visual effects
Amazing or too much for mobile?
Dedicate resources towards a mobile optimized site and app3. Most inaccurate input device - Thumb
• Consider the thumb-zone
• Give enough space for fingers
• Provide feedback when screen is touched
• Use buttons
• Keep it intuitive – no hover over icons
• Redesign dropdown menus
• Minimize text input
Click me
MENU
Dedicate resources towards a mobile optimized site and app
Example: Thumb friendly usage
Simple navigation
Easy to click
Common tasks highlighted
Dedicate resources towards a mobile optimized site and app4. Size does matter
• Be aware of what sizes being used
• Test on at least 90% of sizes being used
• Support landscape & portrait orientation
Google Analytics Mobile Report
Dedicate resources towards a mobile optimized site and app5. Put your best mobile-foot forward
Leverage the uniqueness of mobile
• QR code scanner
• Click to call
• Click to text
• Location
• Camera
• Time of day
Dedicate resources towards a mobile optimized site and app
Example: Korea’s Tesco Taps into QR Codes
AdRoll for Mobile
Inventory Sources
Mobile Analytics Part-ners
Cross Device Retargeting
Mobile App User Acquisition
Mobile App Retargeting
Mobile Web Retargeting
Our Mobile Capabilities
Q&AShringar PangalSenior Product Marketing ManagerAdRoll