THE POWER OF MOBILE ADVERTISINGMAY 22, 2014

byBrad BiermanMichael Candelori

International offices in

CanadaUnited Kingdom

IrelandCzech Republic

Headquartered inKing of Prussia, Pa.

25 YEARS OFINTERACTIVE ENGAGEMENT

> Innovative Text Message Marketing Platforms > Customized mobile consumer engagement solutions > Mobile Microsite production - responsive design + development> Turn-key mobile promotion execution & management. > Mobile app development > Mobile Ad targeting - consulting, placement, and activation > Social Media Ad targeting - consulting, placement, and activation

Multiple Mobile Strategies Executed in 2014

MOBILEHAS

CHANGED

EVERYTHING

Some of us will have the mobile number we have today

for the rest of our life!

YOUR PHONE # IS YOURMOBILE-DIGITAL DNA

“Old” social networks like Facebook have been forced to refocus their efforts on the mobile world. New platforms like Vine and Snapchat were built in the mobile space from the ground up.

MOBILE TARGETED ADVERTISINGThe Big Gap: Mobile Ad Spend vs. Consumption

MOBILE USE SHARE IS

EXPLODING

NEARLY DOUBLING IN THE LAST 12 MONTHS

… yet only 4% of ad budgets are spent on mobile advertising.

MOBILE TARGETED ADVERTISINGThe Power of TargetingMobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before. The building blocks of campaign design include:

GEO-FENCINGNo more wasted spend – only advertise to users within an area defined by zipcode, radius, or unique polygon.

DEMO-TARGETINGOnly reach the users who meet a target profile of interest,behavior, level of education, group association…

DAYPARTING & GEO-TARGETING/CONQUESTINGSpend ad dollars whenever and wherever makes the most sense – i.e., target nurses working night shift at local critical care facilities.

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WEB-BASED IN-APP

Will run on a web page just like an online campaign, restricted to mobile device

Runs only within apps downloaded to smart phones

Dual HTML5/Flash publishing, or GIF/JPG recommended

Same creative file type restrictions

Platform targetable, or agnostic

Platform targetable, or agnostic

Some rich media options More rich media options, availability well-documented

Some ad sizes can run on feature phones as well as smartphones and tablets

Will not run on feature phones, will run on smart phones and tablets

MOBILE TARGETED ADVERTISINGMobile Display Targeting Options

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iPhone300x250 & 320x50

iPad300x250, 728x90, 120x600 & 468x60

Android300x250 & 320x50

Windows Phone 7 480x80

MOBILE TARGETED ADVERTISING“Standard” Banner Sizes

With the ever-rising number of devices in the field, online ad platforms have decided on a number of relatively standard specs for banner ads. Optimizing creative for every platform is another story!

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MOBILE TARGETED ADVERTISINGOptimizing Standard BannersThe most common and usually lowest-CPM ad inventory is found with standard still image banners. Lower prices allow a larger number of impressions, but care must be taken to design creative that rises above the noise.

Clear call to action & ^ simulated interactivity.

Use bulk impressions to reinforce brand messaging.^ High contrast & clean text.

^

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MOBILE TARGETED ADVERTISINGIn-Banner Video

In-banner video allows the user to play a streaming video clip within the ad itself.

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The Fullscreen Interstitial Video unit is displayed during a pause in the user cycle (i.e., app loading; data updates) and can be either user-initiated or set to autoplay. Supported on almost all mobile platforms and devices.

MOBILE TARGETED ADVERTISINGFullscreen Interstitial Video

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In the app or web space, expandable rich media ad components allow a tremendous variety of features within the ad unit itself.

MOBILE TARGETED ADVERTISINGExpandable Rich Media

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MOBILE TARGETED ADVERTISINGMobilized Landing Pages& Lead Tracking

The most important part of successfully executing a mobile ad campaign is sending interested users to a mobile-optimized destination.

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MOBILE TARGETED ADVERTISINGInstant Backend Access & Follow-Up

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SOCIAL-MOBILE ADVERTISINGTargeting PEOPLE not PLACES

Traditional mobile ad buying is based on geography, basic demographics and device – i.e., “serve this ad to tablet users 21+ within a 1-mile radius of XYZ Location.”

Ad targeting on social networks is entirely different and extremely powerful. Instead of just casting a net over a strategic geographic area, these platforms allow you to pinpoint precisely the users who are most likely to be interested in what you’re promoting. Where do these networks get their data? We all volunteer it, every day!

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SOCIAL-MOBILE ADVERTISINGFacebook “Lookalike” Modeling

Facebook’s powerful ad platform is designed to target native ads to the users most likely to respond. This is done with a combination of geographic definition and user traits – demographics, interests, and behaviors.

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SOCIAL-MOBILE ADVERTISINGLinkedIn Targeting: Industries, Titles& GroupsBeyond the traditional LinkedIn Job postings, recruiters can design a brand-building recruitment campaign using native ads on users’ homepage feeds.

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Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.

But the process can become confusing fast.

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Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.

But the process can become confusing fast.

Let’s simplify.

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Define your

Define your

Define your

GOALS.

AUDIENCE.

INVESTMENT.

What type of reach are you looking for?How can you maximize each brand impression?How will you define success?

What are the geo areas you want to focus on?What are your strongest non-digital channels?Who exactly are you trying to reach?

How long should the campaign last?What other channels can you target?When can you start shifting budget into mobile?

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Brad Biermanbradb@atsmobile.com610-994-1853

THANK YOU FOR YOUR TIME TODAY!

We will be happy to forward you a copy of the webinar.

Michael Candelorimichaelc@atsmobile.com610-995-7758

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