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Mobile brand and agency masterclass nyc slides Presentation Transcript

  • 1. Mobile Advertising Snapshots.In-app and mobile browsing advertising.NY, February 7th, 2011
  • 2. Agenda. 1 About Digitalsunray Media 2 Mobile Marketing: Market overview 3 advertising show cases 4 ADvantage: In-app and Mobile Browsing advertising© 2012 Digitalsunray Media GmbH - Confidential 3
  • 3. Digitalsunray|creative|marketing|content|solutions 4
  • 4. About Digitalsunray Media. Structure Customers Founded in August 2007 Based in Vienna, Austria 100% self financed Team of 11 people Network of freelancer In-house development and co- operation with external technical partners Mission Statement Go mobile, Ad globile!© 2012 Digitalsunray Media GmbH - Confidential 5
  • 6. Mobile Marketing:Market Overview. 7
  • 7. Stats US market.© 2012 Digitalsunray Media GmbH - Confidential
  • 8. Increased focus on display and rich media as well as ad effectiveness.© 2012 Digitalsunray Media GmbH - Confidential
  • 9. High-value activities predominate among smartphone and tablet users. Smartphones Tablets© 2012 Digitalsunray Media GmbH - Confidential
  • 10. Mobile playing a key role at every stage of purchase funnel.© 2012 Digitalsunray Media GmbH - Confidential
  • 11. Rich Media Ad Formats 2012. Agencies will move away from animated gif’s to HTML 5 in 2012:  Create involvement  Create user interaction  Enhance the experience  Engage your audience  Use Interactive Capabilities  Virtual experience© 2012 Digitalsunray Media GmbH - Confidential
  • 12. Mobile Marketing campaign success factors.  Mulichannel ≠ Multiple Channels  Think outside the box  Innovate  Simple ideas can be the best ideas  Creative Quality matters  Use free time to be useful  Surf viral success  Gamification: Play where people are© 2012 Digitalsunray Media GmbH - Confidential
  • 13. Mobile Marketing Showcases:Rich Media. 14
  • 14. Transformers 3: Mobile Rich Media campaign. Paramount Pictures Germany: • Expanded Rich Media Ad to promote the movie "Transformers 3": User clicking on banner transforming itself to a puzzle on the whole display of the smartphone: "Put together Bumblebee and win 2 free tickets." • After successfully completing the puzzle redirect to Transformers 3 mobile microsite including a trailer, spots as well as wallpaper downloads and a price draw for fan packages.© 2012 Digitalsunray Media GmbH - Confidential
  • 15. Mobile Marketing Showcases:Apps. 16
  • 16. Audi Q3: Interactive product catalogue. Audi Q3 iSpecial App offering the user information all about the new Q3: Movies around mobility, design and space, 360°views, a car-configurator as well as technical data.© 2012 Digitalsunray Media GmbH - Confidential 17
  • 17. Mobile Marketing Showcases:QR-Codes and Tagging. 18
  • 18. Tescos: Anywhere, Any-Way Shopping. Concept: • Allow people to shop with their phones. People should find Tesco Homeplus wherever they are without having to go to the brick and mortar store. • Make good use of wasted times and enjoy free time. • Setting up displays where shoppers scan QR codes for items they want and have them delivered or pick them up in-store Result: • +76% of online members & +130% of online sales • Homeplus became N°1 in online grocery shopping and very close 2nd offline© 2012 Digitalsunray Media GmbH - Confidential 19
  • 19. The World Park. Concept: • Create a museum in the park to create an entirely different experience using QR codes that gave access to other content integrated into the context (including History, pop culture, music & science). • They also included elements of gamification. Result: • unknown© 2012 Digitalsunray Media GmbH - Confidential 20
  • 20. Victoria’s Secret.© 2012 Digitalsunray Media GmbH - Confidential 21
  • 21. Mobile Marketing Showcases:Social Media. 22
  • 22. Mobile 2.0 campaign : MSF donation box.Mobile: Splash/ Landing page Start Chose size donation of donation box Send-to- Friend© 2012 Digitalsunray Media GmbH - Confidential
  • 23. Choose products | amount & Confirm. Progress bar | Product added Chose among different products Add more products Add to your box Donate now© 2012 Digitalsunray Media GmbH - Confidential 24
  • 24. Social Media: Post on facebook | Send2Friend. Enter your facebook credentials Shows status update on facebook Post on facebook account© 2012 Digitalsunray Media GmbH - Confidential 25
  • 25. Immediate status update on facebook. Immediate status update: …has filled a donation box for "Ärzte ohne Grenzen" Request to participate either Online OR Mobile© 2012 Digitalsunray Media GmbH - Confidential 26
  • 26. Mobile Marketing Showcases:Augmented Reality (AR). 27
  • 27. Wikitude AR ads.© 2012 Digitalsunray Media GmbH - Confidential
  • 28. ADvantage:In-app and Mobile BrowsingAdvertising. 29
  • 29. Key Facts. ADvantage is an innovative, rich media mobile advertising platform specifically designed for in-app and smartphone advertisements enriched with multimedia content far beyond the usual spectrum of typical mobile advertising – simple, quick, flexible, adopted to personal needs. Available platforms: – iOS (iPhone, iPad) – Android – WebApps or Smartphone optimized mobile portals Technology: The ADvantage platform integrates the latest technologies, including HTML5, CSS3, Ajax and Java Script and enriches the normal surfing experience with many innovations, such as animations, videos in MP4 format, music and a lot more.© 2012 Digitalsunray Media GmbH - Confidential
  • 30. ADvantage: Ad formats. Sliding Banner Sticky Ads© 2012 Digitalsunray Media GmbH - Confidential 31
  • 31. ADvantage: Ad formats. Expandables & Overlays Preload Screen-Ads w/wo video© 2012 Digitalsunray Media GmbH - Confidential 32
  • 32. ADvantage: Ad formats. Context Sensitive Ads 360°Ads© 2012 Digitalsunray Media GmbH - Confidential 33
  • 33. ADvantage: Ad formats. Slideshow Ads Video Pre-roll and Post-roll Ads© 2012 Digitalsunray Media GmbH - Confidential 34
  • 34. ADvantage: Success factors. ADvantage offers advertisers, publishers and users a new level of direct, interactive and multimedia communication on mobile devices. ADvantage is specifically developed for advertising placements within applications and mobile portals with all rich media features happening within the advertising format. ADvantage looks like an ordinary mobile banner. A click on the banner opens the format as a layer over the smartphone screen. Among other things, picture shows, videos, wallpapers, 360 degree views, couponing offers and social media integration can be part of the advertisement. User exit the advertisement and return to the app or mobile portal by simply pressing the close-button.© 2012 Digitalsunray Media GmbH - Confidential 35
  • 35. Summary. 36
  • 36. Mobile combining all media.© 2012 Digitalsunray Media GmbH - Confidential
  • 37. Key Facts.  Rising number of smart devices and mobile web adoption Marketers must align their strategies with the growing sophistication of mobile devices as well as consumers’ new usage behaviors.  Mobile marketing is no longer a question of if Mobile must be a permanent fixture in marketers’ digital strategies.  Mobile advertising evolution following the desktop. Rich media display and search are emerging as dominant mobile ad formats with overall mobile ad spendings trending sharply upward.  The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences have to be taken into account.  The future of mobile marketing will be Social Local Mobile (SoLoMo). Social and location-based marketing, ie. the most successful marketing messages will combine relevance and location with the right timing.© 2012 Digitalsunray Media GmbH - Confidential
  • 38., +43 676 433 42 40Digitalsunray Media GmbH, Otto-Bauer-Gasse 6/2, 1060 Vienna, Austria
  • 39. Mobile strategies Revenue Brand Strategies Strategies Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPAs McommerceGreater usage Comp advantage Better service Greater returns New rev streams
  • 40. Once you’ve invested in creating your mobile properties and presence,how do you maximize their success?
  • 41. Mobile activity process How could Mobile How can we bestBusiness and be used to help engage with our Marketing achieve these audience in Objectives objectives? mobile? The Role of Mobile strategy mobile What is the most What is the How can we effective way ofmobile activity maximize delivering the achieving? Mobile‟s strategy? effectiveness? Campaign Mobile Mobile delivery evaluation development
  • 42. Maximising Mobile SuccessMobilizing existing activities Activate Mobile Marketing ATL advertising Mobile Search Fixedline search Display Advertising activity Instore/promo material SMS/MMS marketing Existing CRM HTML5 mobile Activity Email marketing Mobile video/prerole Fixedline Display/Behavioral Appstore/marketplace presence Sponsorships Mobile SEO TV Advertising Carrier partnerships Website Mobile email marketing Partnerships VOD
  • 43. Key tools for maximising success EffectiveTracking Creativity Planning and Buying
  • 44. Effective tracking
  • 45. The Right Tracking MsitePublishers (CPM) Optimization Banner/ Tracking Banners HTML Ad Unit Networks Bannerclick Time of day Network Day of weekNetworks (CPC) Publishers Publisher Coded Publisher groups publishers Application App downloads Events Section Virtual CPA Carriers searched Behavioral groups (CPC/CPM) Actions taken Usage Location H/M/L Usgae Activity Usage Retargeting
  • 46. The advantages of YSDK Fully trackable Plan on through to virtual costconversions per iOS and acquisition Android In app event Conversion reporting attribution of web to app and app to web
  • 47. Mobile Creative
  • 48. Rich Media Advertising Effectiveness Smartphone Users are 50% Ad awareness more likely to Increased By recall an 25% For expandable expandable banner bannersSource: IAB UK
  • 49. Multi Banner HTML5 Expandable
  • 50. Multi Banner HTML5 Expandable
  • 51. Multi Banner HTML5 Expandable
  • 52. Multi Banner HTML5 Expandable
  • 53. Multi Banner HTML5 Expandable
  • 54. Multi Banner HTML5 Expandable
  • 55. Rich Media Capabilities SHAKE & TILT ANIMATION FACEBOOK Accelerometer control for Fluid automation engine with Post to wall on Facebook engaging experience / games high performance sequencing TWITTER 360 DegreesPost status update to Twitter Product Rotations & Panoramas DRAG & DROP IMAGE GALLERY UI for puzzles, builders and Tactile galleries with more thumbnails & downloads SMART DAYPARTING SOUND BOARD Creative or offer varies byTap to play sound immediately time of day COMPLEX ANIMATIONS Mapping FORM CAPTURESlide, fade, object paths and Link through to Google maps Text, pull down, checkbox & more 60 form validation for lead gen with option for branded pins
  • 56. What can Yodelmobile provide?The most cutting edge HTML5 Ad CreationserviceBuild Once, Run Everywhere Ads run Across iOS & Android devices ( others to come Q2 2012 ) All Ads we create can be served through all major mobile ad networks and 100+ premium publishers 61
  • 57. Creative Banner delivery - HTC
  • 58. Planning Mobile activity
  • 59. Branding Works on MobileAverage Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
  • 60. Mobile Drives ResponseConversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains Source: Google internal data, 65
  • 61. The P&B Rule book1. Make sure your activity is trackable2. Use the right solutions for the objectives ie clicks, impressions, video, data capture, click to call etc3. Mobile is not just search, its also Networks, Publishers and carriers4. Test, learn and implement5. Mobile advertising doesn‟t have to be simply banners6. Buy effective prices not the cheapest
  • 62. ACTIVATING THE “CONTEXT” IN CONTEXTUAL COMMERCE An Overview from mBloxfor Brand/Agency Masterclass
  • 63. Contextual Commerce• Definition – A monetization practice where the content environment pre-qualifies the end-user as being more likely to purchase a product or service• Benefits – Offers high density of prospects…low waste – Can be much more efficient – Offers consumer insight and a meaningful foundation for brand engagement
  • 64. Mobile‟s Role in Contextual Commerce• Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control” – Capable of robust, brand-to-one connectivity – Adds dimension to the “context” of message consumption• Making mobile more “relevant” for the brand – Break through the clutter – Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision” – Builds greater understanding of consumer behavior
  • 65. Putting Mobile‟s Relevance in Motion• Nearly 95% of sms messages are read – 70% in less than five minutes from receipt – Achieves greater sales lift, sales velocity and campaign efficiencies• Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption – 10-times direct mail or newspapers – 3-times online coupons• Contextual commerce conversion comparisons: – TV: .01% to .5% – Web: .5% to 1.5% – Mobile: 5% to 10%
  • 66. Understanding the Challenges• Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days – According to industry sources, 90% of all apps are opened only once – The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10%• When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers?• Can we set the bar any lower????
  • 67. Mobile‟s Opportunity for Brands• Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even geographic proximity…• Target and Refine – Can trigger by geo, by time… – Can “wipe” whatever is pushed out… – Control the channel of content delivery…limit taxation of data plan and battery charge… – With the right architecture – cloud to handset – apps can be refreshed on the fly…no inefficiencies of re-launching…• Deliver… – Meaningful, Sustainable, Monetizable Relationships – Importance of strategy and analytics• Realizing Near-Real-Time Relevance
  • 68. Mobile and Brands• Be Relevant – Data/analytics key to maintaining a meaningful consumer relationship – “Value” is the ultimate currency in establishing consumer relevance• Be a Complete Brand – Reinforce all brand properties…not just sales/deals• Activate “Context – Not just who the target is…and what the message is…BUT where they are, where they have been, and where likely to go… – Deals and offers need to be relevant – Use Lat/Long/ Radius…even Lat/Long/Radii…• Push can be Powerful – Richest of content can be distributed through controlled wifi channel – Major “rich” events can be pre-loaded on the app for friction-less, ubiquitous viewing when launched by time/geo trigger…• Make the Consumer feel Special
  • 69. Critical to Remember• Goal – Getting the consumer to transact is not the goal… – The goal is getting the consumer to transact…AGAIN• POS versus POC – Point of Sale is important, but do not get caught up in the technology…it is the value that is critical – POC is even more important…Point of Consumer…get them when they are near…• The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity – Value can morph a connection into an engagement – Offering Value with Frequency…and engagement can build to trust• The Right Mobile Strategy Takes You There
  • 70. mBlox: Powering Mobile Commerce• Core business of mobile messaging and payments – Sits between the transacting brand and the consumer 5 billion times annually• mCommerce innovation suite dedicated to next-generation engagement – Hyper-local behavioral intelligence offers “context on steroids:” • not just who you are and where you are…but where you have been… – Heightened handset functionality • Rich content push, campaign targeting and management
  • 71. Rio Launched 20th May 2011 on Android and October 1st 2011 on iPhone / iPad
  • 72. The Brief• Give Rio fans around the world access to exclusive content• Deliver content to fans for free; control download of rich data through WIFI channels• Build two-way communication between Rio & his fans• Develop mobile as a retail channel• Enable social engagement• Create a marketing community
  • 73. In-App stats – demonstrateshigh social engagement• Average views per video clip is over 4 – Can be as high as 7-plus• Most devices watching new video releases• Average view length approaches 1:00• Now over 100,000 downloads• Active downloads near 50% of total universe And we know each individual response and can communicate on a region, country, city, town or person basis
  • 74. Summary• Brands should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement – Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return” • Lift in sales, redemption, average ticket price… • Impact on sales window with velocity of mobile… • Measure “Active Universe”• Campaign refinement is an ongoing opportunity – Mobile events are measured in clicks and views with lat/long attached…valuable data… – Views have timestamps…the beginning of “engagement measurement”• The goal: Real-Time Relevance with your audience
  • 75. THANK YOU! #mbloxglobal
  • 76. 10 rules for leveraging the mobilechannel
  • 77. About Golden GekkoWho we are and what we do. 84
  • 78. About UsCross platform specialists since 2005Team of 130+ people across 5 countries+400 apps in the past 12 months + + +Your business is here… And Here And also here… too… here. 85
  • 79. About UsMore than 200 brands and agencies have put their trust in us. 86
  • 80. PortfolioNational Guard Drop Defender! the new 3D AR game by the US Army National Guard Augmented Reality is the concept of superimposing virtual content (such as rich 3D graphics) on top of a view of the real world as seen through your phones camera. Fly your helicopter through an immersive 3D environment as you take the lead on an exciting rescue missions. Just download the AR marker and play! 87
  • 81. PortfolioVW Passat Mobile Web 88
  • 82. PortfolioMango MNGfor iPad & iPhone Look, Style, Shop. 300.000+ iPhone downloads first three months For Mango and in collaboration with Vasava. Features Updates on collection and new releases Peek previews on new arrivals Browse the Mango collections Mix & Match - Dress up a doll or yourself by taking a picture of you then drag & drop clothes onto your body. You can rotate and resize the clothes Share your image via email Add items to wish list to save favorites Exclusive discounts and promotions Add items to shopping basket and buy Store locator Social sharing on Facebook or via email 89
  • 83. PortfolioO2 PriorityMomentsPriority Moments is a clevernew mobile service just forO2 customers. It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK‟s most well-loved brands. Launched in July 2011. 90
  • 84. PortfolioBAA HeathrowAirport GuideEverything you needfor an easy journeyto and throughHeathrow. Live flight tracking. Notifications of flight status updates. Interactive terminal maps. Travel planning tools, security guide. Shop and restaurant listings and more. 91
  • 85. PortfolioMalibu IslandBowlingMobile game to promoteMalibu‟s Coconut and Melon. Game launched and available in the USA and Canadian AppStore with over 8M downloads 80% of users played multiplayer with a friend promoting the game further Features: Malibu branded bowling game User bowls against Malibu bottles Modes for one and two players Selection of the ball (coconut or melon) Selection of game background (one of five) 92
  • 86. 10 rules for leveragingthe mobile channel 93
  • 87. 10 rules for leveragingthe mobile channel1. What do you want to achieve?2. Get the whole picture3. Be relevant4. Be yourself5. Pick the right platforms6. Usability7. Ubiquity8. Uniquely Personal9. Mocial10. Don‟t hide the app 94
  • 88. 1. What do youwant to achieve?Examples... Mobile app as part of a branding strategy to help position the make A tool to raise awareness of an upcoming release or the launch of a new brand Create a new sales channel to reach customers and drive sales Mobile app as an extension for an existing service Drive footfall to a brick and mortar store Engage customers at the POS and enhance the in-store shopping experience 95
  • 89. 2. Get the wholepictureMobile isn‟t standalone Interlink between channels. Let channels “play” with each other, the more interaction, the more engaged the customer Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with OOH Media, Print or TV and vice versa. Create and benefit from synergies 96
  • 90. 3. Be relevantFollow the user‟s journey anddetect potential touchpoints. Fit the audience Provide a reason to download your app Exclusive content Discounts An app needs to be maintained Take advantage of updates 97
  • 91. 4. Be yourselfDon‟t chase the latest buzzjust to be cool Work from your values, your positioning and your message Create a logical connection between the app and its functionalities. 98
  • 92. 5. Pick the rightplatformsNot everyone has an iPhone or anAndroid. Not even a smartphone. The audience will tell you everything you need to know Get the basics right (so yes to a mobile site) 99
  • 93. 6. UsabilityMake people love your mobilepresence. Mobile is not Online. It‟s not just another digital screen Smaller screen. Longer loading times User journey needs to be well thought out Transaction need to be simple, yet secure Navigation through voice- recognition should be taken into account 10 0
  • 94. 7. UbiquityMobile goes everywhere Take advantage of “anytime, anywhere” The bridge between the individual and everything around them, virtual or real Create time pressure to boost mobile sales 10 1
  • 95. 8. Uniquely PersonalRespect the user‟s choice Never assume that the user wants to be open with you Users are willing to share information, but on their terms Ask permission. Always take the opt-in route Reward them for joining in 10 2
  • 96. 9. MocialMobile is inherently social Most users are logged into Facebook Create fast login/ sign up through social networks Enable and encourage sharing Provide content that encourages sharing Let your fans do the publicity 10 3
  • 97. 10. Make your mobileservices easy to findMobile apps and websites don‟tmarket themselves If no one knows you have a mobile presence, no one will download your app or access your mobile web Promote mobile through other channels Make mobile part of „The Marketing Plan‟ Give incentives for downloading your app and promote them 10 4
  • 98. Miguel BanuelosDirector of Accountsemail mb@goldengekko.commobile +1 917 972 1985