1. James Connelly MD Fetch

2. We Are Fetch Background An international and independent Mobile Marketing Agency launched in 2009. Passionate about innovation and driven by results.

3. Strategy MediaReporting & analytics Creative We Are Fetch Services

4. Strategy MediaReporting & analytics Creative We Are Fetch Services

5. How to plan a mobile campaign

6. Brief Be Clear on what you want to acheive Acquiring new users? Mobile is not the new desktop…. Converting non-mobile users? Lead generation? Driving awareness? Who is your audience? Is it the same audience on mobile? What devices do they have? When do they use them?

7. Brief Be Clear on what you want to acheive Acquiring New User? Mobile is not the new desktop…. Converting non mobile users? Lead Generation? Driving Awareness? Who is your audience? Is it the same on mobile? What devices do they have? When do they use them? What does success look like?

8. Research Use the right tools

9. Media Strategy Centralise the plan Allow the brief and research to inform a central strategy/ plan. The strategy then informs the media choices…

10. Technology Tracking setup before media choices SDK

11. Ad Networks Exchanges Premium SEM-PPC Video Networks Push Notifications Incentivized Wi-Fi SMS Publisher Direct Syndication Media Choices Social Media Social distribution

12. Optimisatio n Decision Optimisation Strategy Signals & metrics to use Effective cost per click Click to Event Click through rate Cost per install Cost per user Delivery rate Lifetime value Average revenue per user Delivery signals Performance signals Quality signals External signals Legend: Ranking Vendors insights Industry news Cost per sale Effective cost per install Active users

13. Summary Key points Be clear on what you are expecting from your campaign Ensure your brief and research informs your strategy Investigate and setup tracking solutions pre-media and Create lead-time for SDK installation Ensure you are buying at the optimal price, not just the lowest

14. Thank you, from Fetch