November 25, 2015

Part 2: Summary of IAB Mobile Training Series #5 - Mobile is No Longer a 360 Approach, it has to be 365.

Part 3: Targeting and retargeting

Mobile adoption has led to a transformation of consumer behaviours.

Gavin Buxton, the VP Sales at S4M, tells us how we can use these behaviours to better target our message.

Increase in mobile usage = Rise in DATA

The average smartphone users touch their phone 150 times a day and 90 per cent of the world’s data has been created in the past two years. How do we use all this data?

Data powers the whole mobile targeting ecosystem. As consumers, we are all made up of a collection of habits, interests, and demographic characteristics.

As we engage with our mobiles on a daily basis, our activities provide indications to these likes and behaviours.

Data fuels the mobile targeting industry


Real-time proximity targeting has the potential to really drive offline behaviour. It could be used for events or guerrilla marketing, such as at a music festival, to really bring some value into the conversation. You can target an area and target a message. For example, the Singapore government has targeted areas with dengue fever and sent out a message to everyone in those locations.

Location behaviour gives advertisers a better signal of what’s happened and when. We have a better idea of real life actions and what people are doing:

  • Home Location – Postcode, area
  • Frequented Areas – Users visiting habits
  • Brand Affinity – Shops they frequent
  • Custom Segments – Luxury shopper, business traveller, moviegoer, Golfer, auto intender, etc.
  • Custom Cluster – Bespoke solutions

Fun fact: The number of location-aware apps will triple by 2019


Part 4: Your Mobile Content

Starbucks is transforming itself from a “coffee serving company” to a tech company. Mahir Erkan, Head of Performance Solutions of Google APAC, uses the success of the Starbucks App to explain how advertisers need to tailor their content to the right consumer.

Starbucks App:

  • 14 per cent of national revenue comes from mobile apps
  • 2 million active users

Starbucks was able to solve the micro-moments (waiting in line) problem for its customers. We learned one simple thing from Starbucks: mobile advertising is not just about awareness. It’s the experience on mobile assets.

Mobile sites and mobile apps are two different things. You need two different strategy pillars that need to be tackled independently.

For both mobile site and apps, the most important thing is speed. Developers have to make it very easy and seamless for users to reach the content. This is the only way to get to the micro-moments in time.

Customers need that information in seconds, and in those seconds, developers need to serve the users and take them to the right content.

Advertisers must have a strategy for mobile site vs. app site.

Starbucks had a completely different mobile site strategy from its app. The mobile site was designed for new and potential customers, aimed at ensuring new visitors understand what they’re offering. The app site, on the other hand, was set up to target loyal, returning customers.

To achieve real goals, advertisers will need to change their KPIs for the mobile site versus the app.


“The app versus mobile web debate needs to move beyond either-or arguments to discussions about the goals each channel can achieve for a business and the timeline by which those goals can be achieved.” eMarketer - 2015

Marketers need to prioritise when to invest what

Think about the user journey. Are we interested in serving new clients or the existing, loyal client base? Then, go to the second phase and analyse our assets. What’s the break down of our revenue?

It could be that app conversion rates are higher. How can you compare the ones who have been buying from you, to the ones who have never bought from you? You have to compare apples with apples.

  • Understand how users are interacting with your business on mobile
  • Break down your mobile revenue by platform
  • Based on your data, prioritise mobile development and resources accordingly.

Part 5:  Getting Key Performance Indicators/ROIs right

KPIs should be personal, and not set by anyone other than those who know the audience.

Greg Forbes, Sales Lead in Audience and Programmatic at Yahoo APAC,hit the nail on the head with his hilarious presentation on getting KPIs right.

Tips for setting mobile KPIs

  • Don’t copy someone else’s KPIs
  • KPIs are directly related to campaign goals
  • Put the right measurement in place
  • Think quality, not quantity
  • Don’t limit yourself to mobile KPIs

Don’t just do KPIS everyone else is doing, think differently. KPIS are not direct business objectives.


Quantity vs. Quality KPIs

  • Clicks vs. site engagement
  • CPA vs. ARPU
  • Impressions vs. in-target audience
  • App downloads

Setting KPIs is like eating at a buffet, clients need to get quality and not just quantity. There’s no point in landing 1000 clicks if only one of them is going to re-visit or purchase the site. But if we set our KPI to 100 people and reached 90, then there is some value in that.

When agencies receive briefs, there are many quantity measures, and everyone wants more. But instead of clicks, we should think about site engagement. Is it a great user experience?

The moral of the story is not to copy someone else’s KPIs. Relate the goals back to the business objectives and put the right measurements in place. Think quality and not quality.

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