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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



the content provider or advertiser

time on mobile, and mobile ad spend being up 60.3% to £2.627 billion in 2015 (accounting for



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



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



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 –



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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