Opening Insight Presentation: "Advanced Targeting & Tracking Techniques in Mobile"

1. Jamie Turner | 60 Second Marketer | @AskJamieTurner
Advanced Mobile Targeting Techniques

2. Let’s Get to Know
One Another

3. I’ve written a few books

4. I’ve helped a few clients
you may have heard of

5. And I get on TV sometimes

6. But my #1 focus is helping people
like you leverage mobile marketing.

7. Let’s Dive In

8. TrackingEngagement
Targeting

9. Targeting

10. 60second
communications™
The Old System: Shots in the Dark

13. 60second
communications™
Targeting
• Demographics (e.g., HHI, age, etc.)
• Location (e.g., people in office
buildings, people in airports, people
near Philips Arena, etc.)
• Context (e.g., ESPN.com readers only,
NBA.com, etc.)
• Behaviors (e.g., engage with friends
on Facebook, play games on mobile
apps, etc.)

14. But it Gets Even Better. Way Better.

15. 60second
communications™
The Future is Now
123 Smith Street 124 Smith Street 125 Smith Street

16. It’s Time for Fact or Fiction

17. Fact or Fiction: The scientific term for
fear of losing your mobile phone is
called aeo-o-phobia.

18. Fiction!
The actual term
(and there is one)
is nomophobia.

19. TrackingEngagement
Targeting

20. Tracking

21. 60second
communications™
Tracking
Desktop
Mobile
Telephone
Arena
Other
Tracking Reporting

22. 60second
communications™
Tracking the Consumer Purchase
1. On Tim’s way to work, he sees an ad for your
brand on CNN.com via his smartphone.
2. At noon, he sees another ad for your brand
on ESPN.com via his tablet.
3. That afternoon, he sees an ad for your brand on
Fortune.com via his desktop.
4. That night, he purchases your product via phone,
website or at retail, but unlike other ad campaigns,
we can attribute his purchase to the specific
desktop and mobile ads he saw that day!

23. TrackingEngagement
Targeting

24. Engagement

25. Engagement
• MediaPost reports that rich
media ads have an engagement
rate that’s 26 times greater than
traditional banner ads.
• Other studies indicate that the
engagement rate is a more
accurate measurement of a
campaign’s future success than
the click-through rate.

26. Mobile Advertising
• Sequential Ads: Ads scroll
horizontally to reveal a series of
sequential messages.
• Click-to-Expand: Expands to a
larger unit and stays expanded
until user closes the ad.
• Auto Expand: Delivers a sneak
peek of the ad for about one
second, then shrinks back to
the traditional size.

27. Mobile Advertising
• Gallery/Carousel:
Images can scroll up,
down, left or right.

28. Mobile Advertising
• Native Ads: A growing trend and
possibly the future of the majority of
mobile advertising.
People view native ads 53% more than
banner ads.
70% of individuals want to learn about
products through content rather than
through traditional advertising.
32% of consumers said they would
share a native ad with friends and
family vs 19% for banner ads.
Source: Inc. Magazine

29. Mobile Advertising
• Store Locator: Presents the
nearest locations in Google,
Apple, or Bing Maps.
• Distance Locator: Drives
traffic to store locations by
showing the distance to the
nearest location.

30. Mobile Advertising
• Hotspot: Can be used to
highlight product features
or to provide interactive
messaging.
• Games: Leverages
games in order to
increase engagement.

31. Mobile Advertising
• Accelerometer: Engages a user
by tiling, turning or shaking.
• Swipe-to-Rotate: 360 degree view
of a product like a car, lawnmower
or sofa.
• In-Line Banner Video: Auto-plays
a short video clip.

32. The Next Wave:
Proximity Marketing

33. Proximity Marketing delivers
the right message, to the right
person, at the right time.

34. It includes iBeacon, but goes beyond
that into technologies that don’t
require app downloads or login.

35. It’s Time for Fact or Fiction

36. Fact or Fiction: Harris
Interactive reports that 20%
of those surveyed have used
smartphones during sex.

37. Fact:
20% of adults say
they’ve used their
mobile devices
during sex.

38. Action Steps for You

40. Jamie.Turner@60SecondCommunications.com
60second
marketer™
Tools, Tips, and Tutorials for Marketers
60second
communications™
Digital and Traditional Marketing That Works