Agent M

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Agent M is the independent and impartial third-party tool for mobile ad campaign tracking, optimization and analysis

Contents

Agent M Snapshot

Independent & objective third-party verification of publisher & creative mobile campaign performance

Agent M is your impartial mobile auditor. Compare our data to your publishers’ data, and find out what’s really happening.

Actionable analytical insights for improved ROI

Agent M guides you toward informed decisions on a daily basis, using clear visual flags and cues. We find the needle in your data haystack to increase your ROI.

Intuitive campaign recommendations & optimization capability based upon client-defined goals

Designed to put you in complete daily control of your mobile advertising campaign, Agent M provides you with actionable insights that aid in the decision making process.

Consolidation of all mobile campaign publisher & creative activity into a user-centric & customizable dashboard

Contact

Address: 268 Bush St. Suite 3510, San Francisco, CA 94104

Phone: 415-331-4516 & 415-828-6740

Website: Agent M

Email: [bruce.braun@agent-m.com]

About Agent M

Mobile advertising is the fastest growing advertising segment on the planet, and one of the most powerful ways to connect with your customers. As a brand marketer, agency account director, or media trafficker, you know this — and you’re using it to speak to your target audiences.

In order for your mobile advertising campaigns to be truly effective, you need to know exactly how well they’re performing. Not just at the top level, but with deeper insight.

You need powerful metrics to follow each publisher and creative for everything from the first click through the final action.

Agent M is mobile advertising's first and only independent third-party campaign performance tracking and optimization service.

Agent M is the only service that is not part of a publisher, ad network or agency, engaged in the buying or selling any form of mobile media.

Agent M tracks all of the campaign activity, by each publisher, and creative from the first click through the end actions. Agent M aggregates all publisher and creative campaign activity in one easy-to-understand and customizable interface.

In one glance you can see graphically what your top key performance indicators are and how they are performing. No need to hunt for the various metrics. We make it easy. So easy, we don't even have a user manual.

Agent M reports independently and does so on a daily, weekly, monthly and end-of-campaign basis. Having access to campaign performance on a daily or weekly basis allows for course corrections and adjustments during a campaign rather than the current after the end of the month or campaign method.

In order to optimize a campaign, Agent M allows optimization to take place during the campaign and not a month later. Providing advertisers the ability to stay on top of a campaign helps them to see what creatives are performing the best with each publisher and placement.

We accomplish this with a user interface that we think even Steve Jobs would love.

Agent m dashboard.jpg

Who Are We?

Who are we? We’re a team of veteran media and mobile marketers. In our day-to-day work, we were constantly frustrated with the lack of accountability and insight of other mobile metric systems. We realized that mobile analytics needed to go to the next level, and formed Agent M to make it happen.

Our People Agent M has a global team of planners, designers and developers, based in San Francisco, New York, Hyderabad.

Bruce Braun, CEO

Bruce is a true media industry veteran. He comes from a traditional and digital media background spanning over 20 years with companies such as CBS, USA Networks and Turner Broadcasting. During his career, Bruce was the CEO of TMT Media, one of the largest direct response media buying and management companies in the US. He helped bring from Australia to the US, Sabela Media, an early force in Online ad serving that became 24/7 Real Media. Moving to Moviso (later InfoSpace Mobile) he was a pioneer in making the case to national brands for mobile advertising. Bruce merges web and TV experience to bring an experienced 360 degree understanding of media and mobile marketing to Agent M for agencies and clients.

Gil Martinez, VP Product Innovation

Gil has over 8 years of New Media Production expertise spanning Dot-Com, Interactive Television, Mobile Application Development, Mobile Video Deployment, Value Added Services, and Mobile Advertising. His career encompasses a number of ‘Tier A’ media publications including ESPN, Gartner, CBS New Media, and Cablevision.

Prior to co-founding Agent-M, Gil served as both the technical and business lead for the ESPN Mobile Publishing advertising division. Gil possesses a deep understanding of the entire mobile advertising lifecycle from campaign conceptualization through to post follow up reporting, analysis, and optimization.


Achieving Success With Your Mobile Ad Campaign

It is doubtful, today, that you will find a mobile advertiser (make that any advertiser) who is not highly focused on the ROI for ANY of their media spends. Not that accountability is anything new, it has been with us for decades. As John Wanamaker, one of the early department store magnates is famous for saying: “I know half the money I spend on advertising is wasted, but I can never find out which half.”

Fortunately, Mr. Wanamaker’s problem is not one we have to worry about today. Unless, of course, the advertiser is ignoring campaign performance analytics. The answers to Wanamaker’s lament are available and best of all, actionable.

But, not so fast!

We now have the 21st century evolution of the Wanamaker lament presenting itself in the form of a computer, dashboards, endless pages of Excel spreadsheets and pivot tables. Talk about data over-kill! Consider, Click Thru Rate, Impressions, Total Visits, Unique Visits, Page Views, Cost Per Click, Cost Per Visitor, Program CPM ($), Program CTR($), Cost Per Acquisition, Total Conversions, Total v. Unique Visits, CPC v. Total Clicks, Landing Page Entries, Total Downloads. And this is just for starters. Add to these, the latest forms of Engagement and Search metrics, all presented in a dashboard or spreadsheet and it becomes apparent we have created a forest of data that is divisible into thousands of different types of reports by virtue of database software capabilities.

And let’s not forget things that are unique to mobile such as Geo-Location, Handset Type, and Carrier. We also want to know things like click paths to the advertiser and what actions take place by the consumer on the advertiser’s site.

We are interested in the design and layout of a mobile site as it pertains to content and ad placements. Why? Because we want to make sure the mobile site is optimized for peak response levels. We call this part, site analytics, apart from campaign performance analytics.

Does your head hurt yet? Don’t feel alone.

Whatever you choose to call these measurements, be it metrics or analytics, they do not need to be off-putting.

The funny thing is, today’s John Wanamaker’s are still asking the same question: what part of my advertising is working? More specifically, is every dollar of my media spend returning two, three or more dollars in return. Call it ROI or Return On Investment, in MBA parlance.


Where To Begin

“If you don't know where you are going, you might wind up someplace else.”

Yogi Berra

New York Yankee Catcher


Clicking on a mobile ad transports the consumer to the advertiser’s mobile web site.

But, then what?

Think of your mobile website as a brick and mortar store.

The ad you saw has only persuaded you to visit the store. What happens when you arrive at the store?

What you experience the moment you walk in, has a huge impact on your ultimate decision to buy or to walk out.

Retailers have made a science of where merchandise is located and how it is displayed. Your mobile site is no different than a retail store.

Does your mobile site deliver the promise of your mobile ad?

I would suggest to those new to mobile advertising and wondering how to use analytics to measure campaign success or effectiveness begin by considering some excellent suggestions from Eric Peterson of Web Analytics Demystified in his recent white paper “The Truth About Mobile Analytics”.

Keeping in mind, campaign effectiveness is heavily dependent upon the consumer experience on the advertiser’s mobile site, Eric has compiled ten questions to ask or to include in any mobile analytics RFP.

1. Make a list of metrics that are most important to you from an accuracy standpoint. Are you trying to drive adoption? If so, visitor counts are important. Trying to drive application use? Visits and page views may be appropriate. Are you actively marketing your online site? Campaign metrics will be critical.

2. Assess the technology you’re using to deploy your mobile site. Are you primarily focused on a particular platform or carrier? Or are you trying to design an experience that transcends the device?

3. Be prepared to ask measurement vendors for specifics about their technology. Ask how the solution counts visitors, visits, and page views in the absence of images, cookies, JavaScript, etc.

4. Make a list of “known issues” with whatever strategy you deploy and socialize that list. Don’t hide behind a lack of knowledge regarding sources of inaccuracy; make sure you fully understand what might be causing the numbers to fluctuate so that you can incorporate those insights into your analysis.

5. Remember: It’s not the data; it’s what you do with it. No matter how much time, money, and effort you put into making the data you collect accurate and precise, if you’re not using that data to improve the user experience you may as well make up the numbers as you go.


Tracking Your Campaigns WIth Analytics

Now the fun begins, you have your creative and your media plan and the buy has been made.

What are the most important things you want your campaign to do?

In my experience, the CEO’s and CMO’s are held accountable for primarily two things: Increasing sales and profitability

Brand advertising is sometimes viewed as "image" or non-selling advertising. Ask a CEO if he is Ok with the brand’s advertising not generating revenue!

All advertising is expected to deliver sales, especially, in today’s economy.

Tracking impressions, clicks and page views tell you about activity but you want results and results in most campaigns are defined as Engagement.


Engagement is without a doubt, probably the most critical element in measuring campaign success.

How many people asked for a brochure, bought that handbag, asked to be contacted for a test drive, our bought or downloaded a product of some kind?

These sorts of actions by the consumer will tell you in detail if your ad creatives and mobile website are producing finite results.

With that in mind, the ultimate success of your mobile ad campaign will depend upon how you set your primary campaign goals for maximum ROI. To achieve your goals, analytics will be your tool for accomplishing them.

In order for your mobile advertising campaigns to be truly effective, you need to know exactly how well they’re performing. Not just at the top level, but with deeper insight. You need powerful metrics to follow each publisher and creative for everything from the first click through the final action.


Key to achieving your goals is campaign tracking that provides for the following:

• A mobile campaign tracking tool that is not a bastardized version of someone’s online tool. Mobile is VERY different from Online as we all know.

• Ease of use that does not require attending three days of classroom instruction with a four-inch thick user manual for mastery.

• Actionable analytical insights that can optimize campaign ROI by allowing the comparison any combination of KPI’s (key performance indicators) you select.

• Intuitive campaign recommendations and optimization capability based upon your defined goals.

• Consolidation of all mobile campaign publisher and creative activity into a user-centric and customizable dashboard. This functionality is crucial to saving you time and money aggregating multiple publisher reports into Excel spreadsheets and then into pivot tables.

• The ability to see all campaign data on a daily basis (without having to wait for monthly publisher reports. This is vital if you are to optimize performance. Analytical information is only as good as its timeliness and accuracy. What good is after-the-fact data?

• Media to activity tracking on the campaign, publisher and creative unit levels. You will want to see how each one of your creatives are performing across each publisher and placement.

• Client customizable Engagement metrics. As mentioned above, you will want to see how people are responding to your calls to action.


Transparency

Perhaps most importantly, there must be independent and objective third-party verification of publisher and creative mobile ad campaign performance.

Why is this important? It all gets down to transparency and objectivity. You owe it to yourself and your clients. Publisher performance data that is not independently verified should be viewed skeptically.


Last February, Jamie Wells, US Mobile Director of media giant OMD recently informed mobile publishers of the following:

“Omnicom Media Group’s OMD media agency will no longer accept site-served publisher data for mobile delivery and click performance related to mobile display advertising”


With all of the above considerations in place, you will be able to move forward with confidence that the media spends you make in mobile will return the results you and your client want.

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