• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Neil halpin   google - mml 2013
 

Neil halpin google - mml 2013

on

  • 301 views

 

Statistics

Views

Total Views
301
Views on SlideShare
301
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Neil halpin   google - mml 2013 Neil halpin google - mml 2013 Presentation Transcript

    • CreatingBrand LovewithMobile Neil Halpin Strategy Consultant for Mobile Northern & Central Europe Google
    • Brands have the opportunity to engage with users in a more meaningful way than ever before Just adding Mobile is key to creating brand love
    • Be visible and findable to your most valuable audience Reach your key demographic using our audience data & targeting options Broadcast your message to users who want to see it via video on mobile and tablet Express your brand in compelling ways Create deeper connections with your audience using the unique features of mobile and tablets Provide engaging, memorable experiences with interactive and custom-built interstitial ads Just add Mobile to make people fall in love with your brand
    • Be visible and findable to your most valuable audience
    • Utility 18% Be visible and findable to your most valuable audience On mobile, users spend the majority of their time in apps Apps installed on average Games Facebook 32% Gaming and social networks control most of users’ time in apps Time spent on iOS and Android connected devices 80%of mobile time is spent in apps Source: http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It browser apps 8% Entertainment 8% Other 6% SocialNetworking 6% Productivity 2%
    • Find your target audience by effectively using multiple levers across mobile apps Device, OS, Carrier Interest Categories & Topics Demographic Location NEWS ART MUSIC SPORTS Be visible and findable to your most valuable audience
    • Express your brand in compelling ways
    • Leverage the unique features of mobile and tablet to create deeper connections with your users has a voice and can speak speaker is location- enabled and knows where you are GPS has ears and can listen microphone has eyes and can see camera has skin and can feel touch screen Express Your Brand in Compelling Ways
    • Audi develops car configurator & multimedia ad to demonstrate the cool and slick design of their new A3 360 View Configure your favourite car Share with friends Multimedia A video playlist streamed from YouTube lets you view interior and exterior design Book a test drive Request a quote and book a test drive from the dealer closest to you Express Your Brand in Compelling Ways about 20% interaction rate Average play time with the ad 30 seconds 13,000 incremental video views on YouTube $0.07 cost per unique user interaction
    • Fujitsu uses rich media to develop a made-for-mobile site-like ad, designed to fit the screen perfectly Express Your Brand in Compelling Ways On average, users spent over 70 seconds engaging with the ad 15m ad impressions 100k visits to content 10% of users interacted with the ad Express Your Brand in Compelling Ways
    • Estee Lauder promotes new product using GPS driving footfall to Boots Express Your Brand in Compelling Ways Campaign targeted young men in London 10% clicked to get the voucher 90% used the map to navigate to the retailer
    • Express Your Brand in Compelling Ways Experiment with endless creative possibilities: imagination is the only limit! Customized HTML5 ads are the perfect format for an exclusive, engaging and best in class brand experience Offer users choice in the way they engage with your brand using multiple touch points Serve as an interstitial ad or with a click banner
    • Express Your Brand in Compelling Ways Easily and quickly create interactive brand experiences with Google Rich Media Design Templates Rich Media Design templates offer new ways to connect and interact with your audience Think beyond the last impression and focus on active engagement
    • Express Your Brand in Compelling Ways Use template interstitials to stand out of the crowd Highlight your brand while users open up an app Occupy the full real estate of the screen to ensure that every user sees the full message Include your video in the interstitial or animate to attract attention
    • Let HTML5 banner ads tell your brand’s story Use them as standalones or as springboards to the full page ad With multiple calls-to-action in a banner, each click brings the user closer to your brand experience (video, web, rich media, app, etc) Express Your Brand in Compelling Ways
    • Mobile is a great platform for effective branding campaigns Campaign Effectiveness Brand Metric Deltas Mobile vs. Online (2007–2012) Conclusion & Next Steps Source: Insight Express. Based on 230 mobile campaigns and 1300 online campaigns.
    • Next steps Ask your Google sales rep about Google’s creative services offer for mobile custom builds Add the branded video format to your next YouTube campaign Review available rich media design formats and test what works best for you Conclusion & Next Steps