"No matter on which medium your advertising reaches a consumer, they are still a real-live human being & you must connect to them on that level."
Twitter's Ashley Vinson on Mobile Advertising and how you should do that from a brand perspective.
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
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
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
32. JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
EVERYDAY MOMENT LIVE/CAMPAIGN MOMENT
BEING CONSISTENTLY ALWAYS-ON GROWS SOV
EVERYDAY MOMENT
#SIZEDOESNTMATTER
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.