"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.

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