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

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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