Desktop & Mobile
How to build a winning strategy
M U L T I - P L A T F O R M S T R A T E G Y
3 to 27 times per hour
Users switch between devices as much as
27 times per hour*. Maintain continuous
engagement with retargeting.
*IAB retargeting webinar 2016
P E A K D A Y P A R T S A C R O S S D E V I C E S *
*comScore 2016 ‘Global Digital Future In Focus Report
Daytime
10am – 5pm
Prime
8pm – 12am
Early Morning
7am - 10am
C O N S I S T E N C Y I S K E Y
Message
• Consistency of brand
narrative, utilising data
insights throughout.
Tracking
• People-centric identification
technologies to serve the
‘device hopping’ generation.
Media Spend
• Inclusive approach to reach
users across all device
touchpoints.
3 elements to
solidify the
strategy
M O B I L E R E T A R G E T I N G F L O W D I A G R A M
Sign In
A N D R O I D
Fingerprinting
M O B I L E W E B
Sign In
I O S
Fingerprinting
I N A P P
M O B I L E W E B
I N A P P
Browser Cookies
Device ID
Device ID
Sign In
BUILD SYNERGY
MEASURE
CHOOSE CONTEXT WISELY
THINK CROSS
DEVICE
BE CREATIVE
ANALYSE
USE DATA
LEARN, CORRECT & REPEAT
DESKTOP VS MOBILE: HOW TO BUILD A WINNING STRATEGY
TELL A STORY
THE CONSUMER JOURNEY
AWARENESS INTEREST TR
AN
SA
CT
ION
e-commerce
m-commerce
physical commerce
CROSS DEVICE TRACKING & TARGETING
DETERMINISTIC PROBABILISTIC
Match of known user
data
(email address)
“WALLED GARDENS”:
FACEBOOK, GOOGLE,
TWITTER, AMAZON
User ID built from likely statistical
connections between a number of
anonymized signals (IP address,
device, browser, location,
operating system)
MIXED
ALL PLATFORMS
Train the probabilistic algorithm starting from clusters with known user data
“PEOPLE ID”
DYNAMIC ADS
Location Weather Time Publisher
Platform Device Type Custom
WHO THE CONSUMER IS(ONLINE BEHAVIOUR,
PERMISSION INFO, 3rd PARTY)
+
MOBILE RULEZ: GO VERTICAL
Horizontal (landscape)
Vertical (portrait)
• Snapchat vertical video completion up to 9x vs horizontal
• Facebook vertical video CPM 3x more efficient
• Vertical viewing now accounts for 25% of online video
viewing time – it was 5% in 2010
A MINDHARE CASE STUDY:
FIDENZA VILLAGE MOBILE CAMPAIGN FOR CHINESE PROSPECTS
A MINDHARE CASE STUDY:
FIDENZA VILLAGE MOBILE CAMPAIGN FOR CHINESE PROSPECTS
THE CHALLENGE THE SOLUTION THE RESULTS
Attract to Fidenza Village
(FV) Chinese High Spenders
with an interest for fashion
who were visiting Milan
for the 2015 Expo
Mobile banner campaign* delivered
to devices with at least 80% affinity
with a number of signals:
- Chinese settings & browser
- Recently active in Italy
- Had recently searched for Expo
and for selected fashion Brands
- (…)
*needless to say: banners were in
Chinese
CTR: 23%
Access to the Chinese section
of the FV site:
+148%
Tax refund requests from FV
Chinese customers :
+157%
1
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How to build a winning strategy?
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Click and Collect will Continue to Soar
not impulse buying, You can order
shopping online and pick it up at a
convenient time from a range of
convenient locations.
Importance of Omni-channel will
Continue consumers are now
using an average of 5 devicesin the purchasing process
Men’s Online Fashion to Keep on
Growing growth of 14% ytd
Mcommerce Growth to Boost
Online Fashion Sales making up
43.7% of all eCommerce sales
70% of consumers saying they
would engage with in-store
connectivity such as GPS and Wi-
fi tracking were they to receive
customer benefits such as money-
off vouchers
28% of social network users saying
they have bought directly off a social
platform