5 Ways to Maximize Your Mobile Ad Dollars
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Transcript of 5 Ways to Maximize Your Mobile Ad Dollars
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5 Ways to Maximize Your Mobile Ad DollarsJim Harvey – SVP of Advertising Sales
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Before we get started…
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About Me
Jim Harvey, SVP of Ad Sales
• More than 15 years of sales, business development and marketing experience in the mobile and technology industries• Passionate about helping advertisers succeed• Responsible for expanding relationships with mobile content providers, and driving strategy and sales efforts for Appia’s performance-based advertising solutions.• Former executive at Motricity, Brooks Bell, Aegis Mobile, and
CitySearch
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5 Ways to MaximizeYour Mobile Ad Dollars
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Source: eMarketer, March 2013
2011 2012 2013 2014 2015 2016 2017
$1.48
$4.11
$7.29
$11.33
$16.17
$21.53
$27.13
US Mobile Ad Spending, 2011-2017 (Billions)
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To ensure maximized ad dollars, you must build a user acquisition strategy
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Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
5 Ways to Maximize Your Mobile Ad Dollars
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Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
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Targeting
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Similar Audience Targeting
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Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
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Determining Lifetime Value & ROI
WHAT METRICS DEFINE HIGH LTV USERS FOR YOU?
WHAT IS THE KEY POST-INSTALL CONVERSION GOAL YOU ARE MEASURING?
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Traffic Source Analysis
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Appia Advertising Case Study
Challenge
Solution
Results
Understanding where high LTV users are being acquired.
Pass post-install events back to Appia to allow us to hypertarget the traffic that is performing well and increase bid rates on those channels to increase % of high quality users.
Advertiser was able to significantly increase spend with Appia 103% and became even more profitable in doing so.
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Incent Traffic vs.
Non-Incent Traffic
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Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
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Broaden or narrow your campaign reach based on acquisition goals and target audience
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Go Global!
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Increasing Relevance
Understanding Traffic Quality
Optimizing Reach
Enhancing Creative Performance
Use of Analytics and Forecasting
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COMPELLING CALL-TO-ACTIONS
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A/B Testing
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LOCALIZED CREATIVE
42% INCREASE IN CTR
22% INCREASE IN CONVERSION
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ENGAGING IMAGERY
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VIDEO ADS
NATIVE ADS
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Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
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Track Performance Attribution
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Optimization
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Understanding Performance Beyond the Click
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Measure Lifetime Value (LTV) by segment/cohorts
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Calculate ROI by Channel
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Understanding Traffic Quality
Optimizing Reach
Increasing Relevance
Enhancing Creative Performance
Use of Analytics and Forecasting
5 Ways to Maximize Your Mobile Ad Dollars
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Questions?