1. Jason Cianchette, GM
Michael Zane, Sr. Director

2. Publishers Clearing House
1953 1967 1985 1999 2007 2011
Publishers First Merchandise PCH.COM Play & Win Liquid
Clearing Sweepstakes Introduced Launched Online Wireless
House Launched Launched - Acquired
Founded PCHgames
PCHlotto

3. Mobile sessions are now 24%
of PCH.com traffic
25%
20%
15%
10%
5%
0%
2010 2011 2012

4. 19% of PCH emails are opened
on a mobile device

5. Liquid Wireless Overview
Focused exclusively on direct response
marketing on mobile devices.
Paid on a performance basis CPA or revshare
Gather targeting and campaign info
Build an optimized mobile site
Analyze response rates with traditional metrics
PLUS mobile:
Carrier, Device, Screen size, and keyboard type

6. Mobile Forms Perform Better

7. Mobile Tips
Develop a mobile optimized landing page
Pay close attention to page size and load time
Reduce the number of form fields
Have an open mind and fresh perspective
Know device capabilities needed for the
campaign
Avoid long forms especially with touch devices
Don’t run click to call campaigns on devices that
can’t call like an iPod Touch or PSP.

8. Offer Optimization
Analyze Campaign
Results Database
Gather Data Targeting
Plan

9. Working with PCH
Challenged assumptions: Goal is ROI not
duplicating the web program
Studied existing programs and redesigned for
mobile.
Created full life cycle data:
Impression -> Click -> Conversion -> Email
Partnered with Search & Win

10. Mobile Strategy = Results
BEFORE AFTER
User experience was less than ideal – User experience greatly improved for
desktop pages on mobile devices mobile audience
Revenue was negatively impacted as ads Revenue was positively impacted as ads
and offers meant for desktop were less and offers meant for mobile were now
effective on mobile shown on mobile
RPMs for mobile traffic were 20% lower RPMs for mobile traffic is now 30%
as a result higher than desktop as a result

11. Key Takeaways
1 Identify Mobile and Tablet Traffic
2 All reporting on KPIs should separate out each platform
3 Mobile can be broken out further to operating system and device
4 Create teams focused on mobile execution
5 Include mobile marketing in strategic plans

12. Questions???