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Unlocking Mobile ROI

Mobile adoption is growing exponentiallyShringar Pangal, Sr. Product Marketing Manager

1. Why mobile

AGENDA

2. Challenges on mobile

3. Best practices for driving mobile success

4. Innovative Strategies

Mobile adoption is growing exponentiallyMobile adoption is growing exponentially

Mobile

PC

TV

Global TV vs. PC vs. Mobile Shipments

Mobile adoption is growing exponentiallyMobile is the “first-screen”

We’re now in a Multi-Screen WorldDave wants to shop wherever and whenever he wants

of consumer transactions are started on one device and completed on another

Sequential Usage Simultaneous Usage

Mobile advertising spend still lags

2011

2012

2013

2014

$0.00

$0.20

$0.40

$0.60

$0.80

PrintTVOnlineMobile

2011 2012 2013 2014

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

However, mobile spends still lag behind

YoY growth Ad Spend

Source: eMarketer

What is curbing mobile growth?

Challenge 1: Purchases are predominantly occurring on desktop

Small Screen

Privacy Con-cerns

PaymentPain

HostileConditions

Challenge 3: Limited resources and heterogeneous environment deprioritize mobile

Challenge 2: Hard to measure and track performance and in-app behavior

Mobile Apps Desktop/ Mobile Web

Tracking Technologies• Device IDs • Digital Fingerprinting• SDK vs API

• Cookies• Pixels

KPIs

• App Installs• App Engagement• In-App Purchases• Uninstall Rate

• Leads• Sales• Engagement

63% of marketers track audiences by device type, yet 38.9% stated that mobile is still one of the greatest challenges related to digital attribution measurement – AdRoll Advertiser June Survey

Challenge 2: Hard to measure and track performance and in-app behavior

Challenge 4: Mobile requires a completely different structure and workflow

Challenge 4: Mobile cannot be simply treated as an extension of the desktop

Best practices – Be “Mobile-Optimized” and not just “Mobile-Friendly”

Poll

17%

34% 81%

20%

Dedicate resources towards a mobile optimized site and app1. Mobile-first design

Graceful Degradation

Progressive Enhancement

Dedicate resources towards a mobile optimized site and app

Example: Usage centric designs

Progressive Enhancement Graceful Degradation

Dedicate resources towards a mobile optimized site and app2. Performance is the new sexy

4s9s

64% of smartphone users expect websites to load in less than 4 seconds on their mobile devices

• Keep it simple and light

• Reduce image dimensions

• Avoid unplayable videos

• Fewer files means fewer HTTP requests

• Client-side processing could be slow

• >20 MB apps require Wi-Fi to download


Example: Award winning website

www.adidas.com/com/apps/predator

Extraordinary visual effects

Award winning design

Similar branding on mobile site

Simplified visual effects

Amazing or too much for mobile?

Dedicate resources towards a mobile optimized site and app3. Most inaccurate input device - Thumb

• Consider the thumb-zone

• Give enough space for fingers

• Provide feedback when screen is touched

• Use buttons

• Keep it intuitive – no hover over icons

• Redesign dropdown menus

• Minimize text input

Click me

MENU


Example: Thumb friendly usage

Simple navigation

Easy to click

Common tasks highlighted

Dedicate resources towards a mobile optimized site and app4. Size does matter

• Be aware of what sizes being used

• Test on at least 90% of sizes being used

• Support landscape & portrait orientation

Google Analytics Mobile Report

Dedicate resources towards a mobile optimized site and app5. Put your best mobile-foot forward

Leverage the uniqueness of mobile

• QR code scanner

• Click to call

• Click to text

• Location

• Camera

• Time of day


Example: Korea’s Tesco Taps into QR Codes

AdRoll for Mobile

Inventory Sources

Mobile Analytics Part-ners

Cross Device Retargeting

Mobile App User Acquisition

Mobile App Retargeting

Mobile Web Retargeting

Our Mobile Capabilities

Q&AShringar PangalSenior Product Marketing ManagerAdRoll