Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

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Mobile strategy trends by Mark Whistler for Incisive Create

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Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

  1. 1. THE LEADING IN-CONTENT ADVERTISINGPLATFORM THAT GETS YOUR BRANDDISCOVERED
  2. 2. Partners since June 2005, one of the longest runningpartnerships for Vibrant UKHave worked with Vibrant on In-Text, In-Image and DisplayAcross a range of sites: accountancyage.com, bjp-online.com, computeractive.co.uk, financialdirector.co.uk,ifaonline.co.uk, investmentweek.co.uk, yourmortgage.co.uk
  3. 3. GOING MOBILETRENDS IN OURMARKETPRODUCT R&D
  4. 4. TRENDS IN OURMARKET PLACE
  5. 5. INCREASEIN MOBILETRAFFICACROSSPARTNERSITES
  6. 6. ADOPTIONOF NEWDEVICES
  7. 7. RICH MEDIAADS DRIVEHIGHERCTR &ENGAGEMENT
  8. 8. INCREASE IN MOBILENEED FROMADVERTISERS
  9. 9. CROSS PLATFORM -BEYOND FLASH
  10. 10. RESPONSIVEDESIGNAT THE HEART
  11. 11. PRODUCTRESEARCH &DEVELOPMENT
  12. 12. WHAT DO VIBRANTACTUALLY DO?WE MAKEBRANDSDISCOVERABLE.
  13. 13. KEY DISCOVERY FULL OF THE INTERNET IS MOMENTSPOTENTIAL KEY DISCOVERYMOMENTS INITIAL STIMULUS PURCHASE INTENT
  14. 14. VIBRANT PRODUCTSINNOVATION & CONTROLWE HAVEUSER INITIATED In-Text In-Image Lightbox Brand CanvasADVERTISING
  15. 15. HOW DO YOU TURN YOUR CONTENTINTO KEY DISCOVERY MOMENTS? Busy mum looking for meal ideas Searches for recipes online Capitalize On Key Chicken Discovery Moments
  16. 16. HOW DO YOU TURN YOUR CONTENTINTO KEY DISCOVERY MOMENTS? In the supermarket looking up ingredients for that recipe Searches for the recipes Capitalize On Key Chicken Discovery Moments
  17. 17. IN-CONTENTADVERTISING TO DRIVEMOBILEWE HAVE 100%VIEWABILITYProducts In TheContent Well
  18. 18. MOBILEREAL ESTATE
  19. 19. DEVELOPINGFOR YOURREAL ESTATE
  20. 20. PRODUCT DEVELOPMENT Users Publishers Advertisers
  21. 21. USER TESTING
  22. 22. MOBILE PRODUCT COUNCILAGENCY FEEDBACKKPIs for mobile success –engagement, awareness, conversions, visitsMost valuable targeting – content, geographic, demographicIn comparison to other formats, mobile banner advertisingwas: Less effectiveness than video Equally as effective to rich media More effective than mobile search Equally as effective as social media
  23. 23. MOBILE PRODUCT COUNCILPUBLISHER FEEDBACKWe have a mobile optimized site for smartphone but we don’t have amobile optimized site for tabletDon’t have a mobile application for their site and no plans to introduce one1-25% of site traffic coming from mobile (including tablets)Run mobile banners and rich media mobile advertisingRate their mobile advertising offering as good/neutralSay they are making progress monetizing mobile inventory, could do better
  24. 24. MOBILE PRODUCT COUNCILPUBLISHER FEEDBACKWe have a mobile optimized site for smartphone but we don’t have amobile optimized site for tabletDon’t have a mobile application for their site and no plans to introduce one1-25% of site traffic coming from mobile (including tablets)Run mobile banners and rich media mobile advertisingRate their mobile advertising offering as good/neutralSay they are making progress monetizing mobile inventory, could do better
  25. 25. MOBILE PRODUCT COUNCILPUBLISHER FEEDBACKWe have a mobile optimized site for smartphone but we don’t have amobile optimized site for tabletDon’t have a mobile application for their site and no plans to introduce one1-25% of site traffic coming from mobile (including tablets)Run mobile banners and rich media mobile advertisingRate their mobile advertising offering as good/neutralSay they are making progress monetizing mobile inventory, could do better
  26. 26. PRODUCT OUTCOMESIN-IMAGE
  27. 27. PRODUCT OUTCOMESIN-IMAGE
  28. 28. PRODUCT OUTCOMESVIDEO LIGHTBOX
  29. 29. PRODUCT OUTCOMESVIDEO LIGHTBOX
  30. 30. MARKET TRENDSFROM ADVERTISING WEEK 2012CROSS PLATFORMSTRATEGYNATIVE ADS
  31. 31. CROSS PLATFORMSTRATEGY
  32. 32. CROSS PLATFORMSTRATEGY Lightbox on Phone Lightbox on Desktop Lightbox on Tablet
  33. 33. NATIVE ADS AD Twitter Example Vibrant Example
  34. 34. CROSS-PLATFORMPRODUCTSAll Vibrant products are currently being developed cross-platform.
  35. 35. THANK YOU!QUESTIONS?

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