15. CASE STUDY: MOBILE APP EXTENSIONS
Goal: Direct mobile users to the App download page for increased conversions
vs
92
Downloads
ROAS
↑ 334%
89:1
ROAS
28. Smartphones v. Tablets
Smartphones
Tablet
• Users say “they wont leave home
without it”
• Users say their tablet is an
“entertainment device”
• Prefer mobile specific landing pages
• Prefer an experience similar to PCs
• More likely to be “bargain hunters,
brand loyalists and multi-taskers”
• More likely to “pay for more high
quality products”
• 30% of users spend $20 or more on
their phone per month
• 46% of users spend $20 or more on
their tablet per month
• Shopping experience is centered
around seeking advice and shopping
logistics
• Foundation for media consumption
and purchase for nearly 1/3 of users
31. 64%
In a Store
Of mobile searches
have a location
specific intent
49%
On the Go
47%
44%
At Work
In the Home
32. Geo-Targeting
Anticipate the Need
• What is the next step for the
customer?
• What information do they need to
move forward?
17%
17%
Use location analyses to inform future
campaigns
• How should you strategy change
across markets?
• Where are areas of major disruption
that call for additional media
support?
7%
35. Personalize the Campaign
Give Consumers a Choice for How They Interact
With Your Brand:
Target Copy to the Need Indicated by the Device
Branding
Incentivized
Loyalty/Retention
36. Personalize The Experience
Create an opportunity to learn
from your customer and
personalize their content.
Let them
advocate for you!
41. The Couponing Dilemma
Pros:
– Drive traffic to store
– Potentially track online to offline
metrics
– Respond to customer desires
Con:
42. LUXURY RETAILER SMARTPHONE & TABLET DISPLAY
Goal: To drive profitable revenue in the mobile space
Method:
• Targeted a female, high HHI income consumer via a custom whitelist of fashion & style sites
• Bought media on a CPC to better control spend and ROI efficiency
Results:
• Campaign successfully returned a positive ROI on both tablet & smartphones, converting at an
average 0.30% throughout the campaign with a total ROAS of $5.02
• Smartphone: Conversion Rate: 0.33%; ROAS: $7.56
• Tablet: Conversion Rate: 0.24%; ROAS: $2.98
• Additionally, the campaign drove 119k clicks to site at a strong CTR of 0.90%
Interesting Find:
• As smartphone clicks were less expensive, the ROI was actually higher than on tablet
Takeaway
Mobile display CAN produce positive ROI and is a great
opportunity to scale a new audience.