There is so much going on in the world of mobile advertising in 2014, Certainly targeting an audience and controlling ad spend are critical for marketers, and with so many different directions to look at, now is the perfect time to learn and capitalize on the technology available.

1. THE POWER OF MOBILE ADVERTISING
MAY 22, 2014
by
Brad Bierman
Michael Candelori

2. International offices in
Canada
United Kingdom
Ireland
Czech Republic
Headquartered in
King of Prussia, Pa.

3. 25 YEARS OF
INTERACTIVE ENGAGEMENT

4. > 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

5. MOBILE
HAS
CHANGED
EVERYTHING

6. Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA

7. “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.

8. MOBILE TARGETED ADVERTISING
The 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.

9. MOBILE TARGETED ADVERTISING
The Power of Targeting
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never
seen before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend 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 ADVERTISING
Mobile Display Targeting Options

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iPhone
300x250 & 320x50
iPad
300x250, 728x90, 120x600 & 468x60
Android
300x250 & 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 ADVERTISING
Optimizing Standard Banners
The 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 ADVERTISING
In-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 ADVERTISING
Fullscreen 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 ADVERTISING
Expandable Rich Media

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MOBILE TARGETED ADVERTISING
Mobilized 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 ADVERTISING
Instant Backend Access & Follow-Up

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SOCIAL-MOBILE ADVERTISING
Targeting 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 ADVERTISING
Facebook “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 ADVERTISING
LinkedIn Targeting: Industries, Titles
& Groups
Beyond 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 Bierman
bradb@atsmobile.com
610-994-1853
THANK YOU FOR YOUR TIME TODAY!
We will be happy to forward you a copy of the webinar.
Michael Candelori
michaelc@atsmobile.com
610-995-7758

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