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Breakfast & Brains May 2013- Simon Andrews
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Breakfast & Brains May 2013- Simon Andrews

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  • 1. !Private & Confidential – Copyright Addictive Ltd 2011!HOW DO WE MAKE 
MOBILE VIDEO 
EFFECTIVE?!
  • 2. !Private & Confidential – Copyright Addictive Ltd 2011!$50bn Globally – Threat or Opportunity?!
  • 3. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 4. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 5. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 6. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 7. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 8. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 9. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 10. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 11. !Private & Confidential – Copyright Addictive Ltd 2011!• First brand to use ringtones as a marketingtool• Built 50K permission based database ofengaged customers• Drove the lowest cost per sale of any channel
  • 12. !Private & Confidential – Copyright Addictive Ltd 2011!Data generation – Howard’s Home!•  35k visits!•  37k downloads!•  13k ring tones!•  13k viewing TV ad!•  9k played Howardsgame!•  Cost per visit 1.07!•  Cost per download1.02!
  • 13. !Private & Confidential – Copyright Addictive Ltd 2011!Integration is more thanmatching luggage!
  • 14. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 15. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 16. !Private & Confidential – Copyright Addictive Ltd 2011!Encourage targeting drivencreative!Action!Context!Location!Data! Big Idea!
  • 17. !Private & Confidential – Copyright Addictive Ltd 2011!
  • 18. !Private & Confidential – Copyright Addictive Ltd 2011!simon@addictivemobile.com!mobilefix@addictivemobile.com!@addictivemobile!It’s time to!experiment!