Project Unit 1 Developing an ad campaign. Project 1 Developing an ad campaign.
5 Musts For Mobile Ad Campaign Success
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Transcript of 5 Musts For Mobile Ad Campaign Success
5 Musts For Mobile AdCampaign Success
Dale CarrFounder & CEO
1. Embrace Mobile
• Mobile traffic is exploding
• Massive opportunity – advertisers are catching up ($25 Billion ad spend growth)
1. The Mobile Mindset
• 1,000’s device models• Multiple platforms OS• Connection types• Smart – location awareness
2. Experience counts
• Remove Disruptions• Consistent experience • Less is more• Site/App Functionality– Fat thumbs– Scrolling– Navigation
2. Experience counts
WEB
MOBILE
2. Rate your experience
• Test the UX• Download the app, view ads• Cross device functionality• Maintain Credibility + Trust• In-market testing
3. Ads, add value • “Make it simple, but significant” – Don Draper• This is not the web. Design specifically for mobile• Ensure you have a clear and simple CTA
Yesterdays way of viewing content
Todays contentexperience
3. The good, the bad & the ugly
A B
C
A
B
CD
3. The good, the bad & the ugly
Overcome banner blindness with interstitials
3. Ad Examples - Full-Screen
Industry avg CTR of banners are 0.49%, while Interstitials showed avg CTR of 9.2%
9x higher completion rate vs. horizontal video ads
3. Ad Examples - Video
4. Relevancy – Broad Targeting
• Device• Carrier• Geo-location• Demographic• Contextual
4. Relevancy - Advanced Targeting
• Wifi• Retargeting• Target based on Similar Interest• Look-alike Modeling• Deep linking• Seasonality• Holidays, Celebrations
5. Test + Track • Use unique tracking IDs• Split Test & Develop alternate creatives• Update your ads frequently
5. Test + Track
5. Measure• Install Attribution• Engagement• LTV
5. Measure
5. Measure
5. Measure
Thank Y uDale [email protected]