Your SlideShare is downloading. ×
0
Going Natural
ways to interact with consumers on mobile
Digital Marketing Live! 21.05.14
Gain insight of
what is natural
behaviour
Digital Marketing Live! 21.05.14
Media consumption : time spent
Mobile & tablets will rule the world in 2018
Press
2%
Other analog media
5%
Movie Theatres ...
Dutch users of mobile internet
Regular users, people aged between 12 to 75 years
Source: CBS 23 oktober 2012. PB12 - 060 D...
Source: KPCB 2013
We check our smartphones:
150times per day
Digital Marketing Live! 21.05.14
Source: KPCB 2013
We check our smartphones:
Digital Marketing Live! 21.05.14
Daily photos uploaded & shared
Source: KPCB 2013 Digital Marketing Live! 21.05.14
Pay attention
to the natural
customer of
tomorrow
Digital Marketing Live! 21.05.14
The 90’s crowds most important device is the
mobile.
!
All day long
Source: OfCom, UK "Adults' Media Use and Attitudes Rep...
The 90’s crowds most important device is the
mobile.
!
All day long
Source: OfCom, UK "Adults' Media Use and Attitudes Rep...
Respect what’s
natural by
eliminating the
un-natural
Digital Marketing Live! 21.05.14
CTR moves
against the grain
of our natural
interactions &
conversations
“Hey, I clicked on this
amazing ad today and…”
Dig...
CTR moves
against the grain
of our natural
interactions &
conversations
CTR: 0.4%CTR: 2.6%
Observation: 59%Observation: 59...
!
Banner blindness
at scale
Digital Marketing Live! 21.05.14
Apply the
insights of
natural to
everyday
marketing
Digital Marketing Live! 21.05.14
Create interesting
ads.
Interesting ads increase purchase intent
Widespace Brand Impact Study, March 2014 Digital Marketin...
Offer interactivity.
Digital Marketing Live! 21.05.14
Low noise.
Unique Capabilities
GPS
Calendar
Gyro & Shake
Microphone &...
!10%%
!8%%
!6%%
!4%%
!2%%
0%%
2%%
4%%
6%%
8%%
10%%
1.80%%
1.90%%
2.00%%
2.10%%
2.20%%
2.30%%
2.40%%
2.50%%
Sunday% Monday%...
Reward. Reduce.
When things happen within the ad
Digital Marketing Live! 21.05.14
Know your
surrounding.
Entertainment have highest interactions
Music/Radio have the lowest
Digital Marketing Live! 21.05.14
Apply the
insights of
natural to
everyday
marketing
Respect what’s
natural by
eliminating the
un-natural
Gain insight of
w...
Thank You!
@adrianmcdonald
Digital Marketing Live! 21.05.14
Upcoming SlideShare
Loading in...5
×

Digital Marketing Live! 2014 - Widespace - Adrian McDonald

382

Published on

GOING NATURAL & WAYS TO INCREASE INTERACTIONS WITH CONSUMERS ON MOBILE

Adrian McDonald serves as the Director of Business Development & Strategy at Widespace. Prior to joining Widespace, Adrian was the Country Manager for Microsoft Advertising & Online in Sweden. While at Microsoft, he held various leadership positions in the UK and Europe and, notably, was responsible for overseeing the launch of the Microsoft Advertising Exchange in Western Europe. He also worked for Australian television broadcaster, Nine Network, and began his career in Sports & Event Marketing. Adrian currently serves as a Board Member with both the IAB Sweden and MMA UK.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
382
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Digital Marketing Live! 2014 - Widespace - Adrian McDonald"

  1. 1. Going Natural ways to interact with consumers on mobile Digital Marketing Live! 21.05.14
  2. 2. Gain insight of what is natural behaviour Digital Marketing Live! 21.05.14
  3. 3. Media consumption : time spent Mobile & tablets will rule the world in 2018 Press 2% Other analog media 5% Movie Theatres etc 1% Laptop/Desktop 5% Digital TV 17% Tablets 35% Mobile 35% Widespace (Time spent) Prognosis 2018 70% Digital Marketing Live! 21.05.14
  4. 4. Dutch users of mobile internet Regular users, people aged between 12 to 75 years Source: CBS 23 oktober 2012. PB12 - 060 Digital Marketing Live! 21.05.14
  5. 5. Source: KPCB 2013 We check our smartphones: 150times per day Digital Marketing Live! 21.05.14
  6. 6. Source: KPCB 2013 We check our smartphones: Digital Marketing Live! 21.05.14
  7. 7. Daily photos uploaded & shared Source: KPCB 2013 Digital Marketing Live! 21.05.14
  8. 8. Pay attention to the natural customer of tomorrow Digital Marketing Live! 21.05.14
  9. 9. The 90’s crowds most important device is the mobile. ! All day long Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014 Compared With Average By Hour Based on Widespace traffic Daily Mobile Consumption Digital Marketing Live! 21.05.14
  10. 10. The 90’s crowds most important device is the mobile. ! All day long Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014 Compared With Average By Hour Based on Widespace traffic Which one of these would you miss doing the most? Digital Marketing Live! 21.05.14
  11. 11. Respect what’s natural by eliminating the un-natural Digital Marketing Live! 21.05.14
  12. 12. CTR moves against the grain of our natural interactions & conversations “Hey, I clicked on this amazing ad today and…” Digital Marketing Live! 21.05.14
  13. 13. CTR moves against the grain of our natural interactions & conversations CTR: 0.4%CTR: 2.6% Observation: 59%Observation: 59% Purchase intent: 21%Purchase intent: 27% Digital Marketing Live! 21.05.14
  14. 14. ! Banner blindness at scale Digital Marketing Live! 21.05.14
  15. 15. Apply the insights of natural to everyday marketing Digital Marketing Live! 21.05.14
  16. 16. Create interesting ads. Interesting ads increase purchase intent Widespace Brand Impact Study, March 2014 Digital Marketing Live! 21.05.14
  17. 17. Offer interactivity. Digital Marketing Live! 21.05.14 Low noise. Unique Capabilities GPS Calendar Gyro & Shake Microphone & speaker Touch Screen Camera
  18. 18. !10%% !8%% !6%% !4%% !2%% 0%% 2%% 4%% 6%% 8%% 10%% 1.80%% 1.90%% 2.00%% 2.10%% 2.20%% 2.30%% 2.40%% 2.50%% Sunday% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday% InteracAon%Rate Mobile%Traffic%VS%InteracAon%Rate% (Red%Bar:%%%Difference%Compared%with%Weekly%Average%) !10%% !8%% !6%% !4%% !2%% 0%% 2%% 4%% 6%% 8%% 10%% ay% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday% Mobile%Traffic%VS%InteracAon%Rate% (Red%Bar:%%%Difference%Compared%with%Weekly%Average%) Traffic%%% IR% People interact more at start & end of week Digital Marketing Live! 21.05.14 Know when to offer interactivity.
  19. 19. Reward. Reduce. When things happen within the ad Digital Marketing Live! 21.05.14
  20. 20. Know your surrounding. Entertainment have highest interactions Music/Radio have the lowest Digital Marketing Live! 21.05.14
  21. 21. Apply the insights of natural to everyday marketing Respect what’s natural by eliminating the un-natural Gain insight of what is natural behaviour Pay attention to the natural customer of tomorrow Digital Marketing Live! 21.05.14
  22. 22. Thank You! @adrianmcdonald Digital Marketing Live! 21.05.14
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×