Automating Mobile Success for the Holiday Season - MediaMath and Millennial Media Talk Best...

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Automating Mobile Success for the 2014 Holiday Season

MediaMath and Millennial Media Talk Programmatic Best PracticesOctober 9th, 2014

The Holidays Are Around The Corner

Going mobile … it’s about time

Source: comScore Media Metrix Multi-Platform, October 2014

2010 20140%

10%20%30%40%50%60%70%80%90%

100%

84%

44%

16%

39%

17%

Desktop Smartphone Tablet

The amount of time consumers spend on

mobile retail sites using their smartphones or

tablets has grown, now accounting for more than

half of the total retail time spent on digital

properties (56%).

Higher income demographics tend to use tablets

<$25K

$25K-<$50K

$50K-<$75K

$75K-<$100K

$100K+

0% 5% 10% 15% 20% 25% 30% 35%

12%

20%

20%

16%

32%

Source: Millennial Media, Q1 2013 and comScore MobiLens and TabLens, October 2014

Retail Connected Device MixRanked by Impressions

Mobile influences shopping behaviors

Source: comScore MobiLens , October 2014

In-Store Mobile BehaviorBy Gender

Checked product availability

Compared product prices

Found coupons or deals

Found store location

Purchased goods/services (online)

Researched product features

Scanned a product barcode

Sent picture of product to family/friends

Texted or called friends/family about a product

Took picture of a product

0% 10% 20% 30% 40% 50% 60% 70%

Female Male

People check their phone 150 times per day -On average, every

6.5 Minutes

Adults would rather give up caffeine than

their phone

55%

Amount of time Americans spend socializing on mobile devices

2.7 Hours/day

It’s the most wonderful time of the year

Retail ad spending increases as the shopping season gets into full swing

Source: Millennial Media

During Thanksgiving, retail ad views were 100% greater than quarterly average


CTRs on the Millennial Media platform increased 48% from Thanksgiving shopping week 2012 to 2013.


Retail advertisers ran 250% more video ads during November 2013 than in 2012.


So how do you transition to mobile, programmatically?

Leverage learnings

Mobile campaigns App/sites lists Devices

Online campaigns Day-parting (online and mobile are different) Content/channel

Programmatic experience Ease of setup Optimization tactics Supply type

Based on prior:

Carrier Location

Mobile “gotchas” Troubleshooting Budget relative to

supply / forecast

Take a Mobile 1st Approach

Many targetable data points are uniquely mobile

Ad Size Ad Type App ID App Store URL AppNexus ID Carrier Connection Type Country Device ID Device OS Lat/Long Package ID Pub ID Site ID User Agent User IP URL

Design creatives with mobile devices in mind

Targeting (Device)

Running (Ad Format) Running (Ad Size)

Smartphones Banner320x50, 300x50, 300x250

Large Smartphones Banner 480x75, 480x60

Small Tablets Banner480x75, 480x60, 300x250

Large Tablets Banner 728x90

Smartphones Interstitial 480x320, 320x480

Tablets Interstitial 1024x768, 768x1024

Understanding programmatic buying options

Run of Exchange (ROE) 2nd price auction with

competition Private marketplace

1:1 / 1:few buyer to developer connection

Executed via Deals Deal Discovery

Including when to consider:

Target inventory from exclusive publishers in a private marketplace

Align your brand with the interests of your target market

Target inventory in one an MMX special interest private marketplace

The Multi-Device World

A Digital Discrepancy

37%

Desktop/Laptop

Mobile (nonvoice)

41%

24%19%

23%

Ad Spend Time spent

TV

11%

Share of Average Time Spent Per Day by US Adults vs. US Ad Spend Share, 2014

Source: eMarketer

TV ads

Ad Experience

Direct mail coupons

Measurement

A Digital Discrepancy (cont’d)


Ad Experience

Measurement

Mobile (perception)


Ad Experience

Measurement

Mobile (perception)

Mobile (reality)

The Mobile Ad Experience – Perception

The Mobile Ad Experience - Reality

Desktop ad occupies 6% of screenMobile ad occupies

32% of screen

The Mobile Ad Experience - Reality

Mobile – Performance Across DevicesAdvertiser 1 – Apparel


Indexed Response Rate per 1K imps

1.00x 0.07x 0.35x




1.00x 0.07x 0.35x

Advertiser 2 – Telecom



1.00x 2.22x 0.26x




1.00x 0.07x 0.35x

Advertiser 2 – Telecom



1.00x 2.22x 0.26x

Advertiser 3 – Department Store



1.00x na 0.79x

It’s Time To Rethink Mobile

New KPIs

Unique Targeting

Relevant Creative

[ ] Offline Attribution

[ ] Leverage unique functionality

[ ] Connect Ad Strategy to App Strategy

Rethink Mobile: KPIs

Rethink Mobile: Targeting & Creatives

[ ] Supercharge Email Campaigns

[ ] Get Creative with your Creative

[ ] Be Multi-Screen Conscious

Rethink Mobile – Social Media

Instagram

Twitter

Facebook

All Online Browsing

98% 2%

Mobile Desktop

90% 10%

68% 32%

49% 51%

Share of Time Spent Online, Mobile vs. Desktop

Source: eMarketer

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Automating Mobile Success for the Holiday Season - MediaMath and Millennial Media Talk Best...

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