Mobile Brand Masterclassing in NY on 6th Feb 2013

2. The Challenge of Mobile Tracking

3. Agenda
Challenge 1 Traffic fragmentation
Challenge 2 iOS conversion tracking
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

4. Welcome to the
jungle!
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

5. The daily routine as mobile advertiser
Multiple ad networks, complicated tracking & opaque reporting need a
lot of time, money and effort to handle
Many tracking SDKs
Fragmented market Unclear reporting No optimization
necessary
CPC CPD CPA
SDK Integration
0,07 1,50 ?
Cost per User
Installs
CPC CPD CPA
SDK Integration
0,07 ? ?
Steps to CPC CPD CPA
advertise SDK Integration
0,07 ? ?
an app
CPC CPD CPA
SDK Integration
0,07 2,00 ?
More SDKs… More reporting
More ad networks
dashboards
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

6. The solution
Comprehensive tracking allows optimization
One tracking Aggregated market Clear reporting Optimization
Ad Day/ Con Banner
Network Publisher Time -nection
CPC CPD CPA
0,07 1,50 3
Steps to 0,07 2 2,5
advertise Universal
tracking SDK 0,09 1 2
an app
0,07 0,5 3
0,06 0,5 2,8
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

7. Tracking reality today
Apple App Store’s firewall cuts off all tracking information
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

8. Conventional tracking solutions
Overview of the currently most common solutions in the market
Device ID Fingerprint Cookies
Only available for 40%
Only 60-80% accuracy Bad user experience
of all traffic
# installs
First apps
40% using Cookie-
Tracking
already
✗
banned by
✗ ✗
Apple
24 hrs. time
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

9. Introducing AccuTrack
100% accuracy with no disruption of user experience
Tracks 100% of all No disturbance
100% accurate
mobile sources to user experience
Click
x
✓ ✓ ✓
Install
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

10. Trademob at a glance
Tracking with AccuTrack
Unrivalled technology that
provides 100% accuracy for all
traffic sources
smartBoost Online Dashboard
Managed campaigns for Fully customizable pivot tables
guaranteed top App Store
ranking to maximum number of
organic downloads
Campaign Management
Full service offering, including
media buying, tracking and
optimization
Trademob ▪ Berlin I San Francisco I London I Paris I Madrid ▪ www.trademob.com

11. Ready to rethink mobile?
Ingo Bohg
SVP Americas
+1 415 539 6794
ib@trademob.com
www.trademob.com

13. Nothing gets closer to your
customers than mobile

14. How to ensure you mobile presence is a
success
Mick Rigby
Mick@yodelmobile.com

15. Mobile strategies
BRAND REVENUE
STRATEGIES STRATEGIES
Retention Differentiation Experience Acquisition Monetisation
Accessibility Expectations Immediacy Lower CPA’s Mcommerce
Greater Usage Comp advantage Better service Greater returns New rev streams
Headline strategies aren’t mutually exclusive but their mobile marketing strategies are poles apart

16. How do you leverage the success of your real estate?
Mobile Search
Digital
Native Applications
CRM
M-sites
Passbook vouchers
Above the Line HTML Apps
Mcommerce site
M- Social
Mobile Display

17. Not all mobile is successful
Mobile Best Overall Mobile Mobile Worst
Performance Performers Performance
50
44.4
40
29.8
30
18.1 19.9
20
16.3
14.5
12.1
10
5.9 4.7
3.9
2.4
-2.7 -1.3 -4.9 -4.0
0
Aided Brand Awareness Mobile Ad Message Brand Favorability Purchase
-10 Awareness Association Intent

18. How do you ensure your mobile Display
activity is effective?

19. How do you succeed
Tracking Creative Campaign Learnings

20. How do you succeed
Tracking

21. The tracking journey
Your tracking solution
Publishers Networks Carriers
(CPM) (CPC) (CPU/CPM)
• Banners
• Banner click • Networks
• Network • Time of day
Banner / HTML Msite Application
• Day of week
Ad • Publishers
• Publisher
• Coded publishers
• Publisher groups
• App downloads
• Events • Virtual CPA
• Section searched • Behavioral
• Actions taken groups
• Location • Usage
• H/M/L Usage
• Activity Usage
• Retargeting

22. Make sure your mobile tracking…..
Works across all OS, HTML and mobile web
Integrates into Search, Display and Online
Utilizes all points of reference
Is universally accepted by networks and
publishers

23. The Right Tracking will …
optimize activity Track from an Result in ongoing
Hourly Impression to a Campaign
Daily click download Improvements
By publisher Registration and Budget
Network Purchase Management
creative ad solution Future Planning
Ultimately a desired cost per acquisition or Brand favorability
improvement

24. And will result in cost per acquisition going
south
Cost Per Acquisition $
60
50
40
Creative 1
Creative 2
Creative 3
30
Creative 4
Creative 5
20
10
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

25. How do you succeed
Creative

26. Not all mobile creative is successful

27. Different solutions do different things
Brand Engagement Direct Response
Pre Roll Video HTML5 Rich Banner To Video Standard Banners
Media
Content Expandable Overlays Geo targeted SMS
Banners Banners

28. The Six principles of mobile creative
Make it Relevent
Ensure its Engaging
Surprise and Delight
Play to your strengths
Be Competent
Consider the Time and
Place

29. Banner Display

30. Rich media

31. Video display
Video Pre-roll

33. How do you succeed
Campaign

34. Mobile Landscape

35. Things to remember when planning a mobile
campaign
1. Understand your target user base. Who is going to see
the ad, where are they going to see it, what time are
they going to see it?
2. How are they going to interact with the ad?
3. A strong call-to-action encourages interactivity and
engagement which is in turn extremely valuable for
brands and gives a better chance of users clicking
through
4. Make sure the destination of the advertising is mobile
friendly/optimised.
5. Clear and persistent branding is important for brand
awareness

36. How do you succeed
Learnings

37. Mobile is going to dominate digital
and the winners will be the guys
that stick with it, trial, track and invest.

38. Mick@yodelmobile.com
www.yodelmobile.com

40. What You Need to Know
About Mobile Advertising
Richy Glassberg, COO, Medialets
Mobile Brand & Agency Masterclass

41. Quick Medialets Intro
 Pioneering mobile ad platform with four+ years experience and
thousands of successful mobile campaigns delivered.
 Technology and services designed expressly to enable mobile
advertising at scale
 Unmatched expertise in cross-platform mobile and tablet
campaign execution and measurement
 Market-leading rich media ad formats and creative capabilities,
with creative solutions for every timeline and budget
 Recently selected by VivaKi to be the preferred mobile and
tablet ad serving partner across the global agency network.

42. Unique, Captivating Creative
Mobi Awards Winner
Best Creative
Brand: HBO / True Blood
Agency: PHD

43. Building Deep Experiences
OMMA Award Nominee
Best Mobile In-App Ad
Best Rich Media Campaign
Mobi Awards
Brand: Ralph Lauren Best Tablet Campaign
Agency: Direct / Razorfish Best Mobile Branding Campaign
Publisher: The New York Times
45

44. Generating Exceptional Engagement
Brand: Dunkin’ Donuts
Agency: Hill Holiday
Publisher: EA Scrabble
46

45. State of Digital Advertising
DESKTOP MOBILE
47

46. The Mobile Challenge
Mobile Opportunity

47. The Mobile Challenge
Mobile Opportunity

48. The Mobile Campaign Process vs Online
Media Planning
Measurement
Ad Creation
Assurance
& Buying
Serving
Quality
Media
Quality Trafficking & Measurement
Planning & Ad Creation
Assurance Serving & Billing
Buying
Dynamic HTML5 Complexity No support of Cookies
Landscape vs. Lack of Standards
Flash
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49. The Mobile Media Plan
Mobile’s Moving Target: The Media Plan
 Ever-changing mobile device landscape
 Frequent publisher updates to mobile apps & websites
 Fragmentation across ad sizes, placements and formats
 Publishers require signed I/O to provide current specs;
current specs required to generate accurate tags.
A on-time mobile campaign launch requires that your
mobile media plan is completely and accurately defined.
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50. Mobile Creative
Mobile Creative: Unprecedented Rich Capabilities
 Ever-changing mobile device landscape
 Fragmentation across ad sizes, placements and formats
 Lack of Flash support; limited HTML5 resources
 Confusion around creative APIs
 Lack of understanding around timelines & process
Mobile creative is exponentially more difficult to execute
than online creative.
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51. Mobile Quality Assurance
Testing Ad Creative
 Dynamic mobile landscape complicates quality
assurance
 Can’t view or test full functionality of mobile web ads
online; app ads are even more complex
 Cost/challenge of maintaining a current device bank for
complete testing
Mobile ads cannot be thoroughly tested outside of a
fully-equipped and trained quality assurance team and
facility.
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52. Mobile Ad Serving
Mobile Ad Serving
 Mobile’s dynamic landscape requires that properties are
certified and then recertified for ad serving.
 Ad serving solutions defined for desktop don’t address
the inherent challenges of mobile.
 Lack of standards result in challenges for measurement
across campaigns.
‘Traditional’ online advertising doesn’t address mobile’s
unique needs; you need a new approach.
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53. Mobile Measurement
Mobile Measurement
 It’s 100% measureable but industry lacks standards in
metrics and methodologies.
 Inability to rely on cookies nullifies desktop best practices
 Agencies rely on different platforms, adding greater
burden to campaign analysis and billing.
Mobile’s differences from online present challenges that
result in more work and more frequent and larger
discrepancies.
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54. Mobile Measurement
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55. Mobile Measurement
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56. Why bother?

57. Time spent on mobile
is growing at three
has more than tripled
times past three
in the the rate of
desktop
years, while time
spentSep and desktop has
eMarketer, on Oct 2012
grown less than 2%
eMarketer, Sep and Oct 2012
Why bother?

58. Time spent on mobile
is growing at three
has more than tripled
times past three
in the the rate of
desktop
years, while time
spentSep and desktop has
eMarketer, on Oct 2012
grown less than 2%
eMarketer, Sep and Oct 2012
Why bother?
85% of tablet and
85% of tablet and
smartphone owners use
smartphone owners use
their device while
their device while
watching TV
watching TV
Nielsen, Nov 2012
Nielsen, Nov 2012

59. Time spent on mobile
is growing at three
times the rate of
desktop
eMarketer, Sep and Oct 2012
Why bother?
85% of tablet and US mobile users will spend
smartphone owners use $37.44 billion in 2013
their device while on retail purchases
watching TV
eMarketer, Jan 2013
Nielsen, Nov 2012

60. Let’s Discuss Your Mobile Challenges and
Questions…
Richy Glassberg, COO, Medialets
Mobile Brand & Agency Masterclass
richy@medialets.com

62. Fresh Thinking:
Using Mobile to
Keep Your Brand Fresh
Dakota Sullivan, SVP Americas
NYC, February 6, 2013
Dakota Sullivan, SVP Americas
NYC, February 6, 2013

63. [a•mo•bee] (n.) mobile to the core.
2012 GSMA Mobile Advertising A few of our customers
Agency of the Year
Confidential. Do not distribute. Copyright 2013 Amobee, Inc.

64. How Most Brands & Agencies Still
Think About Mobile
Celebrity
TV Superbowl
Spot!!
Top Chef
Sponsorship!
Apprentice
Feature
Episode!!!
Print 8 Page Cosmo Pull Out! Full page ad in Forbes!
Valentines Day Roadblock Yahoo! Content
Digital Total Web Domination!! Integration!
Mobile Animated GIF banners
66 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

65. How Most
Consumers Think
About Mobile
67 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

66. Mobile Should Be As Important
To You As It Is To Them
Some brands starting to fully embrace mobile—most focus on utility
Rich On-the-go
content: & in-store
expert advice, features:
tips to inspire barcode reader,
purchase social tie-ins,
ratings
However, utility is only one aspect of mobile…
68 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

67. What about
inspiration?
69 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

68. PULSE 3D:
Ads as Amazing as Apps
 Goes far beyond HTML5
 Uses full capabilities of devices
 Interstitial, full-device screen ads let
viewer play, explore, and shop
 Brand new technology owned and
only offered by [a•mo•bee]
70 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

69. 71 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

70. “Phy-gital” Impact
 Mobile + Out-of-Home woven together
for campaign that will dazzle the most
jaded consumer
 Use mobile video, re-targeting, geo-
fencing, day parting, QR, NFC, all
driven by real time mobile data
 [a•mo•bee] executing this today,
delivering CTRs up to 24%, 50%
increases in app installs, heavy
increase in retail footfall
72 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

71. Augmented
Reality
 eBay’s augmented reality campaign
can be triggered by both poster and
press ads
 Video content promoting
the campaign is ‘projected’ onto the
print ad, deepening the message
 Several different call to actions are
featured including app downloads &
links to purchasing featured clothes
73 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

72. Thank you!
• Talk to us during networking session
• Category exclusivity still available for PULSE 3D
holiday campaigns
Dakota Sullivan Jolie Giuffre Mike Kerans
SVP Americas Sr. Mobile Strategist, Business Development
Travel Vertical
74 Confidential. Do not distribute. Copyright 2013 Amobee, Inc. 2/8/2013

74. THINKING MOBILE FIRST
Ross Sleight, Chief Strategy Officer
February, 2013
Somo Copyright & Confidential

75. WHO ARE SOMO?
Creative &
Performance &
Custom
Brand Marketing
Development
Strategy &
Innovation
Media
Enterprise
technology data
technology
management
Platforms
platforms
FULL SERVICE MOBILE SOLUTIONS COMPANY
Somo Copyright & Confidential
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76. A SELECTION OF OUR CLIENTS
Somo Copyright & Confidential Somo Ltd.
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77. CUSTOMERS ARE NOW OMNI PLATFORM
Somo Copyright & Confidential

78. USAGE DIFFERS BY PLATFORM AND CONTEXT
Always on.
Lean forward. Location aware. Lean back.
Focused engaged. Staccato usage Consumption and
Multiple customer journeys. Short, intense tasks engagement.
Faceted search. (Bored, urgent, Touch not mouse.
Large inventory. repetitive). Video and content led
Content creation. Singular customer usage.
journey.
Somo Copyright & Confidential
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79. DEVELOPING ENGAGEMENT THROUGH MOBILE IN THE PHYSICAL
WORLD
91% of Super Bowl viewers
38% look for brand on
used their mobile device
mobile after seeing OOH 4
during the commercials1
55% smartphone penetration
31% Tablet in the US 3
39% of smartphone user scanned 56% of Smartphones used in store 5
a QR code in a magazine2
1 MMA and SessionM, Feb 2013 ,2 eMarketer, QR Usage, Jan 2013 3 Comscore, Dec 2012, Pew Internet Jan 13 4 Kinect/Joule Feb 2012/ 5 IAB, Mobile Shoppers, Nov 2012
Somo Copyright & Confidential
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80. REAL WORLD/PHYSICAL WORLD EXAMPLES
Somo Copyright & Confidential
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81. MAKING SENSE OF MOBILE
Get in touch.
www.somoglobal.com
NEW YORK LONDON SAN FRANCISCO LOS ANGELES SINGAPORE
1440 Broadway Haymarket House 181 Fremont Street 1530 7th St, Suite 100 50 Raffles Place, Level 30
23rd Floor 28 Haymarket San Francisco, CA 94105 Santa Monica, CA 90401 Singapore Land Tower
New York, NY, 10018 London SW1Y 4SP Singapore 048623
+1 646 512 5127 Ext. 3432 +44(0)20 3397 3550 +1 (415) 230 2756 +1 (310) 962 6365 +65 66323551
@somoglobal
hello@somoglobal.com
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