Mobile Advertising Tools & Tactics: Agile Mobile Media

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Mobile Advertising Tools & Tactics | 1FunMobility Ad Units | ‹#›
Mobile Advertising:
Tools & Tactics
The presentation will begin shortly!
Hosted by: Matthew Summers
Moderated by: Kevin Almeida

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FunMobility connects brands and audiences through fun & engaging mobile marketing.
FunMobility Client Brands
Mobile Advertising Tools & Tactics | 2

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HOW can we TARGET
our ideal AUDIENCE
and increase sales?

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Today’s Agenda
1.  Real World Examples
2.  Targeting An Ideal Audience
3.  Increase Sales
4.  How it all works

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1. Real World
Examples
FunMobility Ad Units | 5Mobile Advertising Tools & Tactics | 5

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Initial Audience Targeting:
•  Millennials
•  Close proximity to stores
•  Interest in: Pizza, Coupons.

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Learned Audience Optimization:
•  Speciﬁc audience interests outside product (sports,
consumer goods, music, dog-owners, etc. )
•  Top-performing geos
•  Best times of day, best days of the week
•  Which platforms saw the most engagement

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Mobile Advertising Tools & Tactics | 8FunMobility Ad Units | ‹#›FunMobility Ad Units | 8Mobile Advertising Tools & Tactics | 8

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Audience Size
+100%
Results after 6 months of optimization

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2. Targeting An
Ideal Audience
FunMobility Ad Units | 10Mobile Advertising Tools & Tactics | 10

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Shopper ID
At the start of a campaign, your knowledge of an individual shopper is limited
The shopper ID has not “matured”.

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Shopper ID
Post-Purchase Data
•  Purchase History
•  Intent
•  Spending Habits
•  Product Interests
Social ID
•  Posts and Shares
•  Interests
•  Activity History
•  Location
Device ID
•  Web & App IDs
•  Interests
•  Activity History
•  Location
Email/Phone
•  CRM
•  Interests
•  Activity
History
FM Data
Partners

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Personalization:
As you collect data, your audience “matures”.

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3. Increasing
Sales

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The “Mobile” Mindset

Think
•  Immediate results
•  Faster connectivity
•  Social Participation
Do
•  Search
•  Share
•  Engage
Feel
•  Connected
•  Comfort
•  Instant Gratiﬁcation

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Agile Mobile Media: Optimized For Engagement
$1.64&
$0.75&
Cost&Per&&
Engagement&
Digital'Meda'Agency'
FunMobility'Nanosite'Powered'
Impressions
Clicks
Brand
Engagement
Opt-In &
Return Visits
Typical Digital Media:
Optimized for Views
and Clicks
Agile Mobile Media :
Optimized for Engagement,
Opt-Ins & Returns

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What are consumers looking for?

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“78% of consumers say
that companies’ social
media posts impact their
purchases”
- Forbes
Convert your paid audience to an
owned audience

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3. HOW it all works
FM PROSPECTING FM OPTIMIZATION FM RESULTS
CAMPAIGN SETUP BID FACTORING RESULTS
INVENTORY DATABASE
CAMPAIGN CONTENT
BEHAVIORAL OPTIMIZATION
INVENTORY OPTIMIZATION
AUDIENCE INSIGHTS
DATA INTEGRATION
PERFORMANCE CRITERIA

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Campaign Setup
Geo-Targeting

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Campaign Setup
Data Integration
Performance Criteria
Campaign Content
Inventory Database

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3. HOW it all works
INVENTORY DATABASE
CAMPAIGN CONTENT
AUDIENCE INSIGHTS
DATA INTEGRATION

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Bid Factoring
Behavioral Optimization/inventory optimization

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Bid Factoring
“In any moment of decision, the best thing you can do is the right thing, the next best thing is the
wrong thing, and the worst thing you can do is nothing.”
- Theodore Roosevelt
Behavioral & Inventory Optimization with bid factoring ensures that each dollar
spent is on consumers that convert.

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3. HOW it all works
INVENTORY DATABASE
CAMPAIGN CONTENT
AUDIENCE INSIGHTS
DATA INTEGRATION

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Results: Lookalike Audience Targeting
As you capture/ingest relevant email addresses, we
cross reference data associated with that address to
create a dynamic lookalike audience with similar
behaviors & interests
•  Target with display media to reach new & relevant
consumers
•  3.3x higher conversions vs. demographic/interest
targeting
•  60%-70% lower CPA vs. demographic/interest
targeting
Email
Database
Lookalike Audience

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Results: Audience Insights

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Once you’ve analyzed the post click data, re-use audience
insights as a data layer for your next campaign.

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Questions?
Contact us:
Sales@funmobility.com
www.funmobility.com
Hosted by: Matthew Summers
Moderated by: Kevin Almeida

Mobile Advertising Tools & Tactics: Agile Mobile Media

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