It's also worth noting that mobile app inventory still makes up the majority of ... to invest in a dedicated software de
S E P T E M B E R 2016 The Mobile Brief
THE MOBILE MARKETING BRIEF
USI NG DIS PLAY TO OFF ER THE BES T CRO SS- CHA NNE L MO BIL E EXP ERI ENC E
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Display
With consumers spending 43% of their online
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the content provider or advertiser
time on mobile, and mobile ad spend being up 60.3% to £2.627 billion in 2015 (accounting for
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based services
entered the era of mobile1. •
Click-to-order ads: link to brochures or marketing materials based on postal addresses being supplied
advertisers, but is equally effective in a fully integrated, cross-media campaign involving TV, print, radio, out-
Click-to-locate ads: enable users to find, for example, the closest car dealer or cinema through location-
30.5% of all digital advertising), we have truly
Mobile can be used as a standalone medium for
Click-to-call ads: allow users to place outgoing calls to
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Click-to-buy ads: allow users to make purchases via
of-home (OOH) and online. A TV ad, for example, can
a saved credit or debit card, or using another form of
prompt consumers to search using a specific keyword in
mobile payment
order to get more information, whereas coupled with an OOH ad, consumers could be persuaded to look up the
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including logos, wallpapers or ring tones – onto their
nearest store to their current location to purchase the item
mobile phones
directly. Here are a few examples of how brands can engage and interact with their customers on mobile:
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Click-to-download ads: provide users with content –
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Click-to-video ads: enable users to view an advertiser’s video ad for a product or service
Display
When starting a mobile display campaign, it’s worth looking at the two different channels from which we buy your target audiences: mobile web and mobile applications. Channel
Description
Advertising Opportunities
Mobile Web
The mobile web is a channel for delivery of web content,
Banner ads on mobile web sites
which offers and formats content to users in awareness of the
Text ads on mobile web sites
mobile context. The mobile context is characterized by the
Branded mobile web sites.
nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN)
Good for: Driving users to a mobile web site Lead generation Direct sales Branding
Mobile
Software or content that consumers downloaded to or find
Ad placement within applications (e.g.
Applications
pre-installed on their mobile phone and then resides on the
banners, “splash” pages)
phone. Examples include applications such as games, news
Branded applications.
readers and lifestyle tools. Downloads are accessible only to consumers with appropriate mobile phones and data plans.
Good for: Branding/CRM Driving users to a mobile web site
Source: http://www.mmaglobal.com/files/MMA%20Global%20Mobile%20Advertising%20Guidelines_030308PR.pdf
This January, the mobile web display inventory surpassed
direct-response oriented, will determine the technology
that of desktop for the first time ever. It’s also worth noting
used; however, recent advancements in the market mean
that mobile app inventory still makes up the majority of
that certain DSPs and networks are performing well where
available mobile inventory.
a cost-per-download (CPD) or cost-per-install (CPI) metric is used, which is particularly useful for direct-response
HOW DO WE BUY MOBILE AD INVENTORY? The majority of inventory is bought on a cost per thousand impressions (CPM) or cost per click (CPC) basis – there
campaigns.
WHAT FORMATS ARE OUT THERE?
are also mobile-specific networks that cater for a cost
From a creative stance, there are a range of innovative
per ad (CPA) based model, which can help work towards
formats available, many of which leverage the mobile
generating a set amount of app installs, for example. All
device’s hardware capabilities. For instance, certain high
purchasing models are still relatively cheap compared to
impact branding ads can be activated with a swipe, tap,
their desktop counterparts.
shake, or even specific physical actions so that a user can
Any of the major Demand-Side-Platforms (DSPs) have access to mobile inventory, both app and web. However, in the last couple of years mobile-specific DSPs have emerged. The campaign KPI, whether it be more brand or
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draw a shape – something we’ve recently put live wherein users are asked to draw a ribbon symbol to start the main animation. These ads can be bought on a traditional cost per thousand impressions (CPM) or on a cost per engagement (CPE) basis, the latter being a very efficient
Display
way of buying display inventory because of the level of
However, if one wishes to monitor what happens within
interactivity and intent that triggers the activation of the
an app to look at elements such as loyalty, dwell time,
format.
account activations and general usage, then it’s important
Another innovative option is a 360° ‘virtual reality’ video format, which is becoming increasingly popular on Facebook. The device’s accelerometer powers the ad allowing the user to effectively look up, down and side-toside to experience the effect of being in the location of the video. This would work particularly well for travel brands wanting to offer users real insight into the experience they
to invest in a dedicated software development kit (SDK). SDKs usually charge according to the number of events they track, offering reductions based on the scale of activity. Using the information they provide, we optimise our clients’ app download campaigns, applying different techniques for different markets, for example, where app usage and user behaviour can vary considerably.
would be purchasing; such as seeing the Northern Lights
With such innovation available, there’s no doubt that the
from the deck of a cruise ship or surveying a hotel room.
era of mobile has come. It’s now a chief component of any
HOW TO TRACK IT ALL
media strategy, and should not be neglected – indeed, it’s the new battleground in the quest for a user’s attention.
Of course, tracking and attributing these performance
Without it, any brand runs the risk of missing a major
metrics is as important as the creative itself. This happens
opportunity, particularly amongst millennial audiences.
in an ad server, wherein – just like desktop – we’ll monitor impression volumes, clicks and conversions amongst a host of other metrics; using this information, we can
1. https://www.iabuk.net
optimise activity to the best performing tactics.
INA ARENS HEAD OF DISPLAY
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