Advanced Mobile Marketing

Section 5—Mobile Advertising and Search

Lesson 1—Mobile Advertising
Discuss leading mobile advertising options

Discuss the ways by which you can reach your

targets through Mobile Ads

Describe the key terms used in Mobile Advertising

Explain what makes a successful Mobile Ad Campaign

Describe reasons to Use Mobile Ads

 What is Mobile Advertising?

Mobile advertising is the mode of advertising that is communicated to the

consumer through mobile devices such as:

Handsets Tablets Phablets

It is mostly shown as:

• Mobile web banner at the top of a page
• Mobile web poster at the bottom of a page
• Full screen interstitial
 Programmatic Ad Buying

The use of software to automate the buying

and selling of Ad inventory

Displaying Ads selectively to consumers

based on their needs and context, such as:
• Location
• Time
• Weather
 Programmatic Ad Buying (Contd.)

Programmatic Ad buying is done through a network or platform.

Ads or keywords are sold on the web through:
 Programmatic Ad Buying (Contd.)

Programmatic Ad buying involves:

• Buying impressions on apps or websites

• Defining a set of conditions to trigger automatic

purchase of impressions, using first party data to
build specific audiences
 Leading Mobile Advertising Options

Display Video Rich Media Interstitials

 Other Advertising Options

Idle Screens

Scratch–off used by Idle Screen Banner Message Screen

companies like Ford
 Leading Tablet Advertising Options

Display Rich Media Video

 Text Ads

Text Ads contain simple text such as a URL or phone number.

 Display Ads

Display Ads show static and animated images on mobile websites, in applications, and in videos.
 Rich Media Ads

Rich Media ads are supported on smartphones and tablets; they contain:
 Ads in Mobile Search

Ads included in mobile search:

• Are location-focused and suited to provide
information on the go
• Support fast access and interaction
 Video Ads

Video ads appear before, during, or after a variety of content:

Streaming Video Animation Gaming Music Video

 Pre-Roll and Post-Roll Ads

Pre-Roll: Streaming mobile advertisements of about 10-15 seconds before a video clip.
Post-Roll: Streaming mobile advertisements of about 10-15 seconds after a video clip.

Focus on showing relevant content to the customer in your ads.

 Scratch-Off Ads

Allow users to perform scratch-off activity

on Mobiles
Provide value-based interactivity that
appeals to customers
 Idle Screen Ads

Show information or idle screen messages

when mobile is inactive
Collaborate with mobile operators or
carriers to deliver the ads to customers
 Interstitials

Interstitials are full-screen ads displayed when a mobile page is loading.

 Ad Size and Format

Sizes and formats of mobile ad banners should:

• Follow guidelines set by Mobile Marketing Association (MMA) and

Interactive Advertising Bureau (IAB)

• Suit the intended mobile devices

• Support the formats accepted by the networks used
 Reaching Targets Through Mobile Ads

Targets or consumers can be reached through mobile

ads in any of the following ways:

• Demographic
• Time of Day (Day Parting)
• Geo-Targeting
• Ambient Conditions
• Device or Operating System
• Carrier
 Reaching Targets Through Mobile Ads (Contd.)

• Demographic
• The Ads are sent to a particular segment of users based on categories such
as age and gender.
• Time of Day (Day Parting)
• The Ads are sent to users based on the time, specific to the hour of the day.
It is important to factor in the time in addition to location when the ad is
sent; various events are likely to happen at specific times.
• Geo-Targeting
• The Ads are sent to users based on their location using location-based
services such as triangulation and geo-fencing.
 Reaching Targets Through Mobile Ads (Contd.)

• Ambient Conditions
• The Ads are sent to users based on ambient factors such as
temperature at their location.
• Device or Operating System
• The Ads are sent to users based on their device type or operating
system. It is important to factor in the insights about customer devices
to show relevant ads.
• Carrier
• The Ads are sent to users based on their subscription to a particular
mobile operator.
 Key Terms used in Mobile Advertising

Ad unit
• An Ad unit is any advertising vehicle that appear in the ad space of a mobile application.
Example: Rectangular Banner

Optimization
• Optimization is the process of modifying or refining an advertisement campaign so that it:
o Performs more favorably
o Improves the reach, click-throughs, and conversion rates

CPM (Cost Per Thousand)

• CPM is a metric used to price advertising banners. To quote a price for banners, advertising sites do
the following:
o Guarantee advertisers a certain number of impressions (number of times an ad banner is served)
o Multiply the guaranteed number of impressions by the CPM
 Key Terms used in Mobile Advertising (Contd.)

CPC (Cost Per Click)

• CPC is an internet advertising model used to direct traffic to websites. An advertiser pays a
publisher (typically a website owner or a network of websites) when the ad is clicked on.

Click-through Rate
• Click-through rate is a measure of the success of an online advertising campaign.
• It is calculated using the formula:

Number of Ad clicks by user

Number of times Ad was delivered

 Objectives of Mobile Advertising

Mobile advertising aims to:

• Drive brand awareness
• Increase likelihood of trial or purchase of product or service by user
• Direct traffic to lead to a sale
Characteristics of a Successful Mobile Ad Campaigns

Successful Mobile Ad campaigns are:

Relevant Immediate Engaging

 Advantages of a Mobile Ad Campaigns

• It provides forms to capture user information.

• It provides call-to-action and the ability to click and reach
someone through a call
• It provides links for further information for making purchases
 Reasons to Use Mobile Ads

Marketers would use mobile ads to:

• Build awareness of a product or business
• Be at the right place at the right time
• Tap into a community of prospects
• Reduce cost of advertising
• Complement other marketing efforts
• Begin a process that could lead to engagement
 Reasons to Not Use Mobile Ads

Marketers would NOT use mobile ads for the following reasons:
• Lack of compelling matter
• Extensive offers are made through other mediums
• Lack of smartphone use among consumers
• Absence of landing page or post-click activity
• Unaffordable costs
• Difficulty in obtaining accurate measurements
• Lack of resources
 Cost of Mobile Advertising

Cost of mobile advertising is based on:

Strategy Development Flight of the Tactical Execution

campaign
 Metrics Used in Mobile Advertising

• Cost Per Impression

• Cost Per Click
• Cost Per Conversion
• Cost Per Acquisition
• Number of Click-throughs
• Cost per install
• Clicks to Call
 Buying Mobile Advertising

You can buy mobile advertising from the following channels:

Media Agencies Ad Networks Publishers Mobile Carriers

Media Agencies Mobile ad networks Publishers provide Mobile carriers are

introduce you to ad provide aggregators information about rich with consumer
buyers who negotiate who buy inventory the location of your data, and ads can be
and purchase mobile from multiple target audience, bought from an ‘on-
advertising on sites publishers, thereby and the list of deck’ inventory.
that meet your avoiding dealing publishers is
business objectives. with individual available through
publishers. Nielsen.
 Getting Started with Mobile Advertising

To start using mobile advertising, you should do the following:

• Determine if your brand or product would be well presented through a
mobile Ad
• Decide what you would need to accomplish by undertaking such an effort
• Decide on the project scope and budget
• Determine whether you will build in-house or via an agency or other
provider
• Decide where your ads will run: Network or App
• Create content for the build
Your customer should use mobile devices, visit certain websites, download
particular applications, or do a fair amount of searching

Engage consumers who click through a valuable experience

Have enough control through programmatic buying

Be as targeted and specific with your dollars as you need to be

QUIZ
Which of the following is NOT one of the most common forms of mobile advertising?
1

a. Interstitial

b. Top of page banner

c. Bottom of page banner

d. Page takeover
QUIZ
A tablet is NOT commonly used for __________ content.
2

a. Display

b. Rich media

c. Text-based

d. All of the above

QUIZ
What is the length of the most common pre-roll mobile ads?
3

a. 3

b. 5

c. 8

d. 10-15
Lesson 2—Mobile Marketing and Search
Demonstrate expertise in Search regardless of the screen

Demonstrate the ability to interpret the signals sent

through Search to deliver relevant content

Identify opportunities to use Search to drive

business objectives
 Difference between Desktop and Mobile Search

• Users mostly have local interest and intent in mind

• Mobile device owners take actions within minutes
• Users operate more on mobile than on desktop
while searching for information Vs.
• More than half of web traffic is utilized by mobile
devices and tablets
• About 30% of mobile searches are related to
location
 Searches Lead to Sales

The number of searches for ‘food open now’ or ‘store

open now’ has doubled year over year

About 76% of those who search on mobile for

something local visit a business within one day

About 28% of searches nearby result in purchase

 Importance of Mobile Friendly Sites

• Google penalizes businesses that do not have a site

optimized for mobile:
o In 2015, Google implemented a mobile-friendly ranking
algorithm designed to boost mobile-friendly pages in
Google’s mobile search results.
o It led to building a web-presence designed for mobile.
o In 2016, due to compliance by most, Google dropped
the ‘mobile-friendly’ tag from its search results.
 Ways to Search in Mobile

Via Apps Via Browser Via SMS

 Mobile Search via Browser

Search is dominated by Google, more than any other browser

Google is a default search engine on Android and many others devices

 Mobile SEO

Responsive web design: It serves the same HTML code on the same URL
regardless of the users’ device but can render the display differently based on the
screen size. Responsive design is Google’s recommended design pattern.

Dynamic serving: It uses the same URL regardless of the device but generates
different versions of HTML for different device types based on what the server
knows about the user’s browser.

Separate URLs: They serve different code to each device and on separate URLs.
This configuration tries to detect the users’ device, then redirects to the
appropriate page using HTTP redirects along with the vary HTTP header.
 Steps to Go Mobile

• Signal to Google when a page is formatted for mobile (or has an equivalent page that’s
formatted for mobile).

• Keep resources crawlable. Do not use robots.txt to block search engines from accessing
critical files on your site that help render the page (including ads).
o If Googlebot doesn’t have access to a page’s resources, such as CSS, JavaScript, or images,
Google may not detect that it’s built to display and work well on a mobile browser.

• Avoid common mistakes such as featuring unplayable videos (e.g., Flash video as the
page’s significant content.)
o Mobile pages provide a poor search experience that can be demoted in rankings or
displayed with a warning in mobile search results.
 Things to Avoid

Blocked JavaScript, CSS, and Image Files

• Always allow Googlebot access to the JavaScript, CSS,

and image files used by your website so that
Googlebot can see your site like an average user.

• If your site’s robots.txt file disallows crawling of these

assets, it directly harms the rendering and indexing of
your content by Google’s algorithms. This can result in
suboptimal rankings.
 Things to Avoid (Contd.)

Recommendations

• Make sure that Googlebot can crawl your JavaScript,

CSS, and image files by using the “Fetch as Google”
feature in Google Search Console.

• It will allow you to see exactly how Googlebot sees and

renders your content, and it will help you identify and
fix several indexing issues on your site.
 Things to Avoid (Contd.)

Unplayable content

• Use HTML5 standards for animations to provide a good

experience to all your users.

• Use video-embedding that’s playable on all devices.

• Consider having the transcript of the video available.

This will make your site accessible to people who use
assistive browsing technology or who have browsers
that cannot play a proprietary video format.
 Things to Avoid (Contd.)

Faulty redirects

• If you have separate mobile URLs, you must redirect mobile users on each desktop URL
to the appropriate mobile URL. Redirecting to other pages (such as always to the
homepage) would be incorrect.
 Things to Avoid (Contd.)

Actions to Take

• Use Google Search Console. If you’re a verified user, Google

will send you a message if it detects that any of your site’s
pages are redirecting smartphone users to the homepage.

• Google will also show you any faulty redirects it detects in

the Smartphone Crawl Error section of Search Console.

• Use the example URLs Google provides in Webmaster Tools

as a starting point to debug exactly where the problem is
with your server configuration.
 Things to Avoid (Contd.)

Mobile-Only 404s

• If you recognize that a user is visiting a desktop

page from a mobile device and you have an
equivalent mobile page at a different URL, redirect
them to that URL instead of serving a 404 or a soft
404 page.

• Also make sure that the mobile-friendly page itself is

not an error page.
 Things to Avoid (Contd.)

Interstitials

• Many websites show interstitials or overlays that partially or

completely cover the content of the page the user is visiting.
• Interstitials are commonly seen on mobile devices promoting
a website’s native app. Interstitials such as mailing list sign-up
forms or advertisements can make for a bad user experience.
• Since screen real-estate on mobile devices is limited, any
interstitial negatively impacts the user’s experience.
• Google has said that it would send less traffic to sites that rely
on interstitials.
 Accelerated Mobile Pages

• Google created “Accelerated Mobile Pages” to speed

the loading of mobile web pages

• When users search for an article, the AMP

publisher’s results take users to the AMP version of
the article instead of the traditional website

• Users expect faster experiences and will reward or

punish depending on how pages perform
 Keyword Strategy

• Many, but not all, web keywords are the same as

the ones on mobile.
o Google’s Mobile Keyword tool is free and useful
o Bing Ads Intelligence is also a good resource
 Ways to Increase Conversions

• Minimize the amount of content and reduce the

possible effects of clutter.
• Build sites that are easily navigated.
• Create pages that are readable without zooming.
• Do not settle for anything less than fast page
loading.
• Make content more relevant through geo-targeting.
 Mobile SEO—Best Practices

• For on-page relevance:

o Use two or three keywords per page
o Limit titles to 35 to 44 characters
o Use static, crawlable links
 Mobile SEM

While developing an SEM strategy, think of a user who

is looking to take quick action, often within an hour.
• Someone looking to find a service
• Someone looking to find a product
• Someone looking to find a place
 Mobile Search Analytics

Click to download Click to call Click to offer

 Mobile Search Analytics

• Available within Google Analytics and can be viewed

by device type and carrier

• To find a detailed list of keywords for mobile devices

only, go to Mobile > Mobile Devices section under
Visitors in Google Analytics.
 Options for Local Businesses

A new functionality includes advertisements within Google Maps, which

may become table stakes soon.
 Search via Apps

There are keyword lists available in iTunes, Google Play, Yahoo!

App Search, and others.

The best route is to check as you create the program.

 Search via SMS

Users send a query via text message to entities such as Google,

ChaCha, and 4Info.

Result is sent back in one or more SMS messages.

 Get Started

• Determine if your brand or product would be well

presented through a mobile search advertisement.

• Build upon solid SEM practices.

• Spend time with Google tools.

• Scope project and budget.

 What’s Lacking?

Cross-device tracking of customer journeys and stronger attribution techniques

to accurately measure various channels
Mobile Search has gained prominence since 2015 and has become an essential
part of mobile marketing

Anticipate what your customers and prospects will be looking for on mobile and
build on those customer needs.
QUIZ
What is considered the biggest difference between an online search on a desktop and
1 on a mobile device?

a. User intent

b. Keywords

c. Time to return results

d. The number of searches that result in a sale

QUIZ
How do mobile users search?
2

a. Via browser

b. Via text

c. Via app

d. All of the above

QUIZ
What is a key way to increase conversions?
3

a. Reduce the amount of content

b. Include only images

c. Create content that must be zoomed in on

d. None of the above

QUIZ
Which is a best practice for mobile SEO?
4

a. 5-6 keywords a page

b. 8 keywords a page

c. 2-3 keywords a page

d. None of the above

Lesson 3—Programmatic Ad Buying
Explain the concept Programmatic Buying

Describe the opportunities of buying on Mobile

Discuss various buying considerations

Identify leading verticals in programmatic buying

 Definition of Programmatic Transaction

Programmatic Transaction is automated buying and selling of digital

advertising inventory.

• This can include different types of technologies

• The most popular technology is Real-time Bidding (RTB)
 The Concept

• Programmatic buying is a popular practice on the Bid 1

Web via Google and other real-time bidding
networks.

Bid 4 Bid 2
• Keywords are actioned to the highest bidder
through software.
Bid 3
 Opportunities of Buying on Mobile

• Buy impressions on apps or websites

• Buying is triggered through a predefined set of

conditions

• It is the optimal way to reach a consumer

• Buying is executed with the use of first party data

to build specific audience
 Ways of Buying
Demand-side Platforms (DSP)
• Allows buyers to manage multiple ad
exchanges and data exchange
accounts through a single interface
• Allows real-time bidding (RTB) for
displaying online advertisements
within ad exchanges
Supply-side Platforms (Sell-side
Platforms)
• Allows publishers to manage their
advertising impression inventory and
maximize their revenue from digital
media
• Used by many large web publishers to
automate and optimize the selling of
their online mobile space
 Various Buying Considerations

• Mobile data
o You can buy device information through
app ID or app name and also through
Geo Signals
• Contextual mobile data and signals
• Mobile location data
• Mobile audiences (behavioral targeting)
• Mobile identifiers
• Ad Creatives
 Contextual Mobile Data and Signals

• Differs for mobile web vs. apps

• Only an app provides information that is

integrated into the operating system, such as
• Barometric pressure
• Ambient light detection

Contextual information related to factors such as

location and weather can allow you to be more
precise in your targeting
 Mobile Location Data

• Advertisers can leverage:

• Real-time location
• Related context
• Device location history

• Data is used for:

• Optimizing creative messages
• Geo-fencing campaigns
• Audience and place analytics
 Mobile Audience Targeting

• Capture historical patterns

• Aggregate app interests

• Mobile offers new channels (offline, desktop,

CRM system) and overlays data for richer
mobile targeting
 Mobile Identifiers

Unique ID:
• This belongs to the user/device and does not change. It
is based on a single piece of information such as email
address, site login, device ID, unique subscriber ID
provided by a carrier, or advertising ID on phones.

Probabilistic IDs:
• This is created through synthesis of hundreds of data
points, combination of attributes unique to a device, IP
address, user agent, browser settings, language, etc.
 Ad Creative

Universal ad unit types for Mobile and Web are:

• Banners
o Approximately 70% of available impressions
• Interstitials
• Video units
• Native units
 Main Players and their Domains

Programmatic exchange includes: These companies provide context and advertising

to power the Programmatic Exchanges:
 Programmatic Buying—Leading Verticals

Telecommunications Retails Entertainment

Dating Automotive
 Programmatic Buying—Benefits to Marketers

• Real-time targeting
• Real-time optimization
• Self-control
• Choosing your price
 Marketer’s Interests

Drive trackable Increase brand

conversions awareness
 Case Study—REFINERY29

• Refinery29, a fashion and style website, included branding and sequenced ads to get
better results.

• Prospects were first served an ad that was designed to build brand awareness. The
ad focused on product awareness and call to action.

• The results were 87% more site visits and 56% more subscriptions.
 Case Study—mopub

• MoPub had a client called FEO Media, which is a mobile quiz maker.
• The goals were to drive higher CPMs and eliminate manual reporting.
• The solution was to add 100+ demand partners through real-time bidding and to manage
all partners through one dashboard.
• The results included increases in CPMs for all placements and tripling of overall revenue.
 Programmatic Buying—Demerits for Marketers

• Lack of inventory
• Lack of transparency
• Lack of scale
• Promises made and often broken
• Lack of scale
o Ad units (video, page takeovers, native
ads) are still only available in
publisher-direct or heavily managed
small-scale Ad buys.
 Measurement

• Server postbacks enable app publishers to track clicks, installs, and post-installation
actions back to the network/media source where the apps were marketed.

• App publishers can install SDKs in their apps for easier data collection. Advertisers
can also create server-to-server connections to enable data collection.

• App publishers can also use identity-based targeting (Facebook, Google profiles).
These provide measurement by correlating device IDs with anonymous, aggregated
IDs of logged-in users.
There is a lot of movement toward programmatic ads, but there are some major
issues to be considered.

Programmatic buying done right saves time and provides better targeting.

When searching for partners, make sure that you seek solutions that provide
transparency.
QUIZ
What is programmatic ad buying?
1

a. The use of software to automate the buying and selling of ad inventory

b. Buying ads on a particular program

c. Buying ads at a discount

d. Buying ads at a premium

QUIZ
What is a demand-side platform?
2

a. Technology to determine demand for a product

b. Service that enables brands to meet demand

Technology that allows buyers to manage multiple ad exchange and data exchange
c. accounts through one interface

d. A marketplace where a marketer buys one exchange at a time

QUIZ
What's another name for a supply-side platform?
3

a. Supply-machine driven platform

b. Supply-demand platform

c. Inventory-side platform

d. Sell-side platform
QUIZ
Which of the following is an ideal industry for buying ads programmatically?
4

a. Telecommunications

b. Retail

c. Financial services

d. Automotive
Thank You