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Digital Marketing Live! 2014 - Widespace - Adrian McDonald
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Digital Marketing Live! 2014 - Widespace - Adrian McDonald

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GOING NATURAL & WAYS TO INCREASE INTERACTIONS WITH CONSUMERS ON MOBILE ...

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.

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    Digital Marketing Live! 2014 - Widespace - Adrian McDonald Digital Marketing Live! 2014 - Widespace - Adrian McDonald Presentation Transcript

    • 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 etc 1% Laptop/Desktop 5% Digital TV 17% Tablets 35% Mobile 35% Widespace (Time spent) Prognosis 2018 70% Digital Marketing Live! 21.05.14
    • 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
    • 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 Report” 2014 Compared With Average By Hour Based on Widespace traffic Daily Mobile Consumption 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 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
    • 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…” Digital Marketing Live! 21.05.14
    • 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
    • ! 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 Marketing Live! 21.05.14
    • Offer interactivity. Digital Marketing Live! 21.05.14 Low noise. Unique Capabilities GPS Calendar Gyro & Shake Microphone & speaker Touch Screen Camera
    • !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.
    • 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 what is natural behaviour Pay attention to the natural customer of tomorrow Digital Marketing Live! 21.05.14
    • Thank You! @adrianmcdonald Digital Marketing Live! 21.05.14