This document discusses why size or numbers alone don't tell the full story of a digital advertising campaign's effectiveness. It emphasizes the importance of considering context, conversion paths, consistency over time, and making relevant connections with the target audience. The key takeaways are to look at metrics from various angles instead of just size, hire experienced marketers, understand what different metrics mean on different platforms, and focus on creating impressions from the consumer's point of view.

1. M A R C H 1 0 2 0 1 6
# M O B I L E C O N V E N T I O N
SIZE DOESN’T
MATTER
@ashleybohunk

2. WHY TALK
ABOUT SIZE?
#SIZEDOESNTMATTER

3. USE THIS ONE
WEIRD TRICK
TO PROVE WHY SIZE
DOESN’T MATTER
#SIZEDOESNTMATTER

4. WHAT MY
DUTCH CLIENT
SAID:
“This is a boring topic.
We already know
size doesn’t matter.”
#SIZEDOESNTMATTER

5. TI T LE
5
PERFECT
WORLD
• Senior people work on digital
• Platforms are easy to compare
• There is no ad fraud
• There are no ad blockers
• You can measure campaigns
with this one simple trick.
#SIZEDOESNTMATTER

6. #SIZEDOESNTMATTER
But the digital
advertising world
IS FAR FROM
PERFECT.

7.
You may not be
looking at size.

8.
You may not be
looking at size.
BUT A LOT OF
PEOPLE ON
YOUR TEAM
PROBABLY DO.

9. WHY LOOK AT
ONLY SIZE?
Because real measurement
is hard work & takes time.
#SIZEDOESNTMATTER

10. • Most Views
• Most Clicks
• Highest Engagement
• Most Effective Cost
• Most Impressions
SIZE IS EASY:
#SIZEDOESNTMATTER

11. MEASUREMENT:
All are all “likes” equal?
= =
#SIZEDOESNTMATTER
?

12. #SIZEDOESNTMATTER
TO BE
EFFECTIVE:
We must
work to see
the TRUTH
BEHIND THE
NUMBERS

13. BEYOND SIZE:
THINGS TO CONSIDER
Context Conversion ConnectionConsistency
#SIZEDOESNTMATTER
1 2 3 4

14. U N D E R S T A N D
CONTEXT
#SIZEDOESNTMATTER
1

15. #SIZEDOESNTMATTER

16. UberFacts @UberFacts
Heineken NL @Heineken_NL
Koi fish can live for centuries. One
lived to be 226-years-old.
Twitter Adverteren @TwitterAdsNL
Gebruik onze Ads Editor tool en plan
je campagnes nu nog gemakkelijker
in.
Let’s celebrate the Dutch way!
#noorderlicht
Promoted
EVERYONE IS
DIFFERENT:
Same metrics,
but they mean
different things.

17. UberFacts @UberFacts
Heineken NL @Heineken_NL
Koi fish can live for centuries. One
lived to be 226-years-old.
Twitter Adverteren @TwitterAdsNL
Gebruik onze Ads Editor tool en plan
je campagnes nu nog gemakkelijker
in.
Let’s celebrate the Dutch way!
#noorderlicht
Promoted
• Viewed?
• Clicked?
• Liked?
• 50% completion?
• 100% viewed?
• WTF?
WHAT MATTERS?

18. RESULT TWO
90% of people viewed
all the content
RESULT ONE
10% of people completed
the video
DID THEY WATCH
MY :30 VIDEO?
The last 5 seconds were a logo 25 seconds was brand content
#SIZEDOESNTMATTER

19. CONTEXT:
To measure
results, SET
KPI’S IN
CONTEXT OF
THE CONTENT &
PLATFORM
#SIZEDOESNTMATTER

20. U N D E R S T A N D
CONVERSION
#SIZEDOESNTMATTER
2

21. #SIZEDOESNTMATTER

22. TI T LE
22
IS IT THE
PLATFORM
OR THE
TACTICS?
• Client wasn’t seeing conversions
from their campaign
• Client only targeted desktop
• Client said people don’t convert
on mobile
#SIZEDOESNTMATTER

23. AWARENESS
PURCHASE
THE MISTAKE:
ALL IT
TAKES IS
ONE
PHASE
#SIZEDOESNTMATTER

24. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
THE REALITY:
EVERY
PHASE
MATTERS
#SIZEDOESNTMATTER

25. INITIAL
IMPRESSION
FINAL
CONVERSION
#SIZEDOESNTMATTER
THE CONSUMER HAS MANY TOUCHPOINTS

26. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
NOT EVERY PHASE
HAS A
CLICK
#SIZEDOESNTMATTER

27. #SIZEDOESNTMATTER
CONVERSION:
Focus on
connecting
during the
ENTIRE
CONSUMER
EXPERIENCE.

28. U N D E R S T A N D
CONSISTENCY
#SIZEDOESNTMATTER
3

29. #SIZEDOESNTMATTER

30. #SIZEDOESNTMATTER
INITIAL SUCCESS
A lot of
damn Tweets.

31. The whole
SIZE
shows
the reality.
WAS THIS A SUCCESS?
#SIZEDOESNTMATTER

32. JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
EVERYDAY MOMENT LIVE/CAMPAIGN MOMENT
BEING CONSISTENTLY ALWAYS-ON GROWS SOV
EVERYDAY MOMENT
#SIZEDOESNTMATTER

33. #SIZEDOESNTMATTER
CONSISTENCY:
Focus on
CONSISTENT
NUMBERS OVER
SIZE in your
metrics for
better results.

34. C O N S I D E R
CONNECTION
#SIZEDOESNTMATTER
4

35. #SIZEDOESNTMATTER

36. #SIZEDOESNTMATTER
Make a connection
to a person in order
to persuade them to
buy your product.
GOAL OF
ADVERTISING

37. J. CREW
GREAT CLOTHING
BRAND
#SIZEDOESNTMATTER

38. J. CREW
GREAT STORE
EXPERIENCE
#SIZEDOESNTMATTER

39. J. CREW
GREAT WEB SITE.
#SIZEDOESNTMATTER

40. J. CREW
NOT SO GREAT
EXPERIENCE.
J. CREW
ALOT OF
CONNECTIONS
#SIZEDOESNTMATTER

41. #SIZEDOESNTMATTER
DID J. CREW CONNECT?
Right audience
Right moment
Right content
#SIZEDOESNTMATTER

42. #SIZEDOESNTMATTER
CONNECTION:
Difficult to measure,
so you must create
and promote content
that is RELEVANT &
TIMELY.

43. BEYOND SIZE:
THINGS TO CONSIDER
Context Conversion ConnectionConsistency
#SIZEDOESNTMATTER
1 2 3 4

44. Look at metrics from a variety of angles.
Bigger does not necessarily = better.
1
Hire experienced marketers to manage and
create on your digital campaigns.
3
KEY TAKEAWAYS:
#SIZEDOESNTMATTER
Focus on the consumer and see your content
from their point-of-view.
4
2 Understand what the numbers mean - and
don’t mean - on various platforms.

45. #SIZEDOESNTMATTER
Nobody counts the
number of ads you run;
they just remember
THE IMPRESSION YOU
MAKE.
- Bill Bernbach, DDB

46. #SIZEDOESNTMATTER
THANK YOU
@ashleybohunk