November 30, 2015

Part 3: Summary of IAB Mobile Training Series #5 - Mobile is No Longer a 360 Approach, it has to be 365.

Part 6: How relevant is programmatic?


The marketing lumascape reminds Regan Baillie, Managing Director of Xaxis Singapore, of the first time she went to a hawker centre.

There was too much choice. “If only I had a local with me,” she said she remembered thinking. On one hand, she could have researched better, but on the other, what if she had just gone with a local Singaporean? It would have been better to connect first with someone who had some insider knowledge.

This is why clients and marketers need to work with the most trusted partners when working on an effective mobile marketing plan.

With the right data partners, people are finally able to send the right message at the right time, to stay relevant in people’s lives.  

What’s next for programmatic?

Increasingly, agencies are buying programmatically. The IAB US is predicting programmatic spend will eclipse desktop advertising spend by 2017. It’s a very exciting time, so no one knows for sure that revenues are going to continue to grow, but what the industry can predict is that more advertising will be purchased digitally, and the future is going to be programmatic.

Part 7: Keeping measurement and standards simple

How do you measure up?

Ryan Murray, AVP, Media Solution for Sizmek APAC, told us 99 per cent of companies believe achieving a single consumer view is important to their business, yet only 24 per cent of companies believe they have a single consumer view.

In order to capture this view, marketers need to be able to link and engage audiences across all digital touch points. That’s really the challenge with global measurement.

To address the need for mobile measurement, the industry developed two cookie-less solutions:

Deterministic data modelling is user-generated information and therefore is thought to be 100 per cent accurate.

‘Probabilistic modelling has been found to indicate a relationship between two or more devices or identifiers on average with 60 per cent and upward of 97.3 per cent accuracy’ - Nielsen

What basics can I measure about my audience on-device?

  • Reach
  • Frequency
  • App engagement
  • Mobile web visits, time spent on site
  • Content environment
  • Device carrier, make, model, OS, day, time, location, etc.

What about my ad spend?

  • Impressions
  • Clicks
  • Ad Interactions / ad engagement
  • Site conversions / app downloads / post install events
  • Viewability (pre and post view)
  • Completion rates (video)
  • ROAS

From a brand perspective, all this data can be stored in your Data Management Platform (DMP). With all the different streams of information coming in to advertisers, the future of marketing is cross-screen and cross platforms to really achieve that single consumer view.

Part 8. Creativity 4.4

Looking at the small space in which we create our advertising, Stephanie Conlon Head of Client Development at Amobee, assured us screen size doesn’t matter.

The close proximity that the phone can give you – that one-on-one connection – outweighs the size of the bigger units and screens.

Are people still buying standard displays?

The truth is one-third of all mobile ads run are still run on standard displays. They are still useful if, for example, a client needed a campaign live tomorrow and they wanted mobile to be apart from it. It can be created relatively quickly. If you want to drive reach at scale and a low-effective reach, they are much cheaper to run and can drive en mass.

But when advertisers receive a brief that asks for engagement, rich media on average drives 267 clicks more than a standard banner. These are things you need to think about with your planning.

Stephanie said if you want people to engage with the message, you need to invest the time to create these. There’s so much you can do in a mobile app these days.

Then there’s video, which is growing at an unprecedented rate in APAC. So many more clients want to extend their television advertising strategy to mobile video. In APAC, we are on track for 31 per cent growth at the moment. It won’t replace television, but it will help with scale:

  • 80 per cent of people only watch the first three quarters of a video
  • Only 1/3 of consumers actually finish the video

To keep all eyes on your campaign, here are some video marketing tips:

  1. Have to have a strong opening
  2. Designed for interactivity
  3. Expect the worst, front way all your messaging. Make everything you want to say come across in the beginning.
  4. Tell a story.

Stephanie’s most important tip for creative video content? Keep it simple!

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