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MLA Sessions Presentation
 

MLA Sessions Presentation

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The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper ...

The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.

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  • Overview of the social ecosystemHow big is the marketing opportunityClose look at major players: Facebook, TwitterWhere mobile social marketing fits in with broader mobile, digital, and traditional marketing plansHow mobile social marketing relates to location-based marketing - and key areas where it differsShopper marketing: where mobile social media fits in with in-store marketing to turn browsers into buyers and customers into advocatesHow to tap content, games, and entertainment to spread mobile word of mouthExamples of marketers using mobile social media effectivelyMoving beyond FB & Twitter: what are the emerging social players that will matter for marketers in the next 6-12 months
  • http://www.emarketer.com/Article.aspx?R=1009247&ecid=a6506033675d47f881651943c21c5ed4
  • http://blogs.adobe.com/digitalmarketing/digital-marketing/mobile/adobe-mobile-consumer-survey-2012-what-you-need-to-know/Social media and mobile accessFace­book is the dom­i­nant social net­work accessed via mobile at 85%, fol­lowed by Twit­ter at 35%, and Google+ at 21%.A major­ity of brands pro­vide mobile-optimized expe­ri­ences for offers that are launched from their Face­book fan pages via mobile devices.Over 87% of young and mid­dle age groups access social media via mobile devices.
  • - http://www.thinkwithgoogle.com/mobileplanet/en/
  • http://www.socialbakers.com/blog/814-facebook-mobile-hits-543-million-users-update/
  • http://www.socialbakers.com/blog/814-facebook-mobile-hits-543-million-users-update/
  • http://adage.com/article/digital/facebook-ceo-concedes-missteps-world-underestimating-mobile-opportunity/237145Image: http://www.topnews.in/people/mark-zuckerberg
  • http://venturebeat.com/2012/02/29/facebooks-mobile-ads/
  • Celtra: http://www.celtra.com/rich_media_post_for_facebook
  • Mention another movie clientPaid Search/Local/FandangoBidding against theater keywords (ie AMC, Lowes) with the theater name automatically inserted into our ad headlineFandango will be creating dynamic pages for the users to click through to.On those pages, users will be able to purchase tickets and Google/Fandango will be able to track those purchases, allowing us to determine ROI.
  • http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/http://www.diffbot.com/
  • www.localresponse.comDisclosure: I’m an advisor
  • Fallon - https://twitter.com/jimmykimmel/status/250040308950253568Lostremote - http://www.lostremote.com/2012/09/23/tracy-morgan-stunt-during-emmys-ignites-25000-tweets/
  • How we share our world
  • Pew http://pewinternet.org/~/media//Files/Reports/2012/PIP_OnlineLifeinPictures.pdfhttp://pewinternet.org/Reports/2012/Online-Pictures.aspx
  • http://www.adidas.com/campaigns/WomensLookBook/Content/Instagram?strCountry_adidascom=nl&headerType=discreet
  • Sealy: http://www.sealy.com/mattress-brands/sealy-posturepedic/sealy%20in%20bed%20mobile%20app.aspx
  • http://viddy.com/
  • Free ticketshttp://mashable.com/2012/06/15/brands-marketing-viddy/http://www.blogsouthwest.com/blog/contest-alert-southwest-sundance-viddy-challenge
  • www.goldrungo.com
  • App: www.hipstamatic.comContest: http://community.hipstamatic.com/contests/82
  • http://cinemagr.am/show/13458584http://nbcolympics.tumblr.com/post/28869869699/created-with-cinemagr-am
  • - Can change mobile social gaming, even UGC contestsDVF Fashion Week - https://www.youtube.com/watch?v=30Pjl31cyDY
  • Shopping activities of smartphone usersthe reporthttp://feedproxy.google.com/~r/Mashable/~3/a67JVyf8Qb8/?utm_source=feedburner&utm_medium=emailhttp://mashable.com/2012/08/22/mobile-trends-ecommerce
  • http://www.forbes.com/sites/jjcolao/2012/09/20/among-top-retailers-wal-mart-dominates-mobile-check-ins/
  • Source: Foursquare
  • http://www.readwriteweb.com/archives/the_eye_test_determining_what_problems_ambient_loc.phphttp://demo.tracx.com/sxswinfographic/Highlight - http://www.businessinsider.com/why-i-deleted-the-creepiest-app-in-the-world-and-then-decided-i-needed-it-back-2012-3
  • www.wrapp.com
  • Endorse blog - http://blog.endorse.com/2012/09/22/how-social-offers-work-earn-more-cash-back-when-you-share/
  • http://itunes.apple.com/us/app/tide-stain-brain/id335693703?mt=8http://www.adverblog.com/2009/11/13/housekeeping-goes-social-and-mobile/
  • - www.wendr.com
  • - www.grubwithus.com
  • http://www.youtube.com/watch?v=etmzOOtNCIk&feature=player_embedded
  • McDonald’s Pick ‘n Playhttp://www.youtube.com/watch?v=7u0ij9D5S4Yhttp://www.digitalbuzzblog.com/mcdonalds-interactive-pick-n-play-billboard/
  • Smirnoff app: http://itunes.apple.com/us/app/smirnoff-message-and-a-bottle/id480033180?mt=8
  • PSFK: http://www.psfk.com/2012/09/dating-qr-code-beer-bottles.htmlVideo: http://www.youtube.com/watch?v=Dj_OC00qgUQ&feature=player_embedded
  • http://en.wikipedia.org/wiki/File:Coffee_talk.JPG

MLA Sessions Presentation MLA Sessions Presentation Presentation Transcript

  • Welcome to Presented by:
  • Holistic Mobile Planning Creating & Executing Cross-Channel Mobile Strategy in Today‟s Fragmented WorldTrevor HamiltonRVP, Velti Mediathamilton@velti.com@Trevorham01
  • Agenda• Some mind-blowing mobile stats & ecosystem update• Major fragmentation• The need for a holistic, multi-channel approach• Review of multichannel mobile media formats• Case studies• Key takeaways
  • Mobile Ecosystem Update“Consumers are voting with their time, with theirpassions, and moving into a media space wheremarketers are simply uncomfortable followingthem…”-IAB President Randall Rothenberg
  • 10 Incredible Mobile Marketing Statistics1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush.(Mobile Marketing Association Asia, 2011)2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for theaverage person to respond to a text message. (CTIA.org, 2011)3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)4) 91% of all smart phone users have their phone within arm‟s reach 24/7 – (Morgan Stanley, 2012)5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report alost phone. (Unisys, 2012)7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action inone month. (Mobile Marketer, 2012)8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012)10) 52% of all mobile ads result in a phone call. (xAd, 2012)
  • Was Third Screen, now the First ScreenSource – Microsoft 2012
  • Mobile is a Major Social PlatformSource – Microsoft 2012
  • US Mobile Landscape Two year expected growth 2012 – 2014*Source – eMarketer 2012
  • End Result = FRAGMENTATION
  • A Multichannel Approach IsImperative to Mobile’sSuccess
  • 5 Key Points for a Multichannel Approach:1) Social Media, SMS, Mobile Advertising and QR codes complement each other, socompanies must identify what channels best drive user engagement.2) Offering consumers relevant mobile experiences that are consistent acrossconsumer touch points and that are delivered in rich formats is expected3) Mobile as the glue between traditional media and digital channels to drive broaderawareness, stronger engagement, and better ad conversion.4) Consumer behavior is changing daily! Consumers now check out brandcompetitors while they are in retail locations. (i.e “Showrooming”)5) Consumers expect a seamless experience across all channels, particularly withnew, more powerful devices capable of more
  • To Plan a Holistic Mobile Strategy, Marketers Must:1) Research to understand top target audiences and determine the best engagement channels2) Exercise “Mobile Readiness” – Mobilized assets, optimized sites, snackable video, analog media integration, on-pack promotions3) Define what success looks like and build in measurement routines to evaluate which mobile channels realize the strongest ROI4) Ensure that your multichannel strategy sustains brand value over time, even if a specific campaign‟s timeline passes.5) Optimize based off of performance and practice long-term planning RESULT = CONSUMER LOYALTY
  • Review of Select Multi-Channel Mobile Formats SMS On Pack Promotions QR Codes Mobile Web & Apps Mobile Advertising Mobile Search Location Based Services True Multi/Cross Channel
  • SMS – Why SMS?
  • SMS – Why SMS?
  • Multichannel Engagement with SMS
  • Other Types of MessagingMMS – Sending pictures & video
  • SMS Push Marketing
  • Other Types of MessagingPush Notifications – In app messaging
  • Other Types of MessagingIP Messaging -
  • Key Planning & Tracking Tools for Messaging:A mobile or push notification platform capable of:• Connected to a capable aggregator• Keyword management• Stable, easy-to-use API that integrates into the backend system of the brand• Pre-built message campaign templates that incorporate best practices by industry• Comprehensive reporting allowing cross-channel analysis for user flow tracking and KPI evaluation across all media
  • On Pack Promotions – Why On Pack?1) It‟s valuable real estate that the brand is already paying for2) Every impression is 100% targeted and viewed3) A great way to extend brand objectives4) A great way to influence purchase intent at POP
  • On-Pack PromotionsColgate wanted to drive product sales and consumer engagement for their“Max White” toothpaste brand, and mobile was the channel of choice!Specialty packaging was created for the promotion that featured instant winprizes and for iPhones, iPads, and a final draw for a Toyota car.The promotion resulted in a 12% lift in sales in the region during the timethe campaign was live.
  • On-Pack PromotionsTaco Bell‟s Unlock the Box Promotion Will Give Away 5,000 Playstation® VitasUser instructed to Text Unique Code in Box to Short Code to see if they won.Drove 1.3 million code redemptions and over 75,000 entries into mobile marketingalerts over 6 week promotion
  • QR Codes – Why QR Codes?• Great way to add an interactive dimension to analog media• 22% of the Fortune 50 are placing QR codes in magazines, or at any convenient location to deliver relevant content to smartphone users.• Brands saw 30X more scans „11 holidays compared to „10.• New report out by Nellymoser demonstrating QR Codes beat out direct mail in driving response 6.4% to 4.3%• Jury is still out for long-term utilization – may be usurped by new tech.
  • QR Codes – Use Cases:
  • QR Code ActivationGive Consumers the Information needed to Make an Informed Decision via mobileAlso leads to Showrooming
  • Key Planning & Tracking Tools for QR:A QR Code Generator & Management System:• 24/7 URL Management• Has companion mobile landing page development tool• Self service tools to create, customize and promote• Real time dashboard of campaign performance activity• Robust analytics on a cross-media basis
  • Mobile Web – Why?Huge Scale! 121.9 million US monthly users of themobile internet & 1.2 billion globally! Per Comscore, 40% of iPhone owners reported browsing the web more often on their phones than on their PCs
  • Mobile Web – Why?Potential lost opportunity and lost revenue!
  • Mobile Website Usability Rules to Live By! Mobile optimize your site Understand your audience Make your mobile site accessible Keep it Simple & clear Use Iconography Test, optimize and test again Provide link to main site Bear in mind connectivity (EDGE,3G,4G)Smartphone adoption and HTML5 have changed EVERYTHING!
  • Understanding Your Audience• Brands need to understand the natural human behaviors of their users• Each audience member, even if they own identical devices use them differently. Especially when you take into consideration:  Time of day  Content type  mCommerce  Banking/payments  Video  Games  LocationThe usability of the site has to evolve with what your users want from you
  • Smartphone Utilization *Source O2 June 2012
  • Optimized Mobile Site Example
  • Key Development Tools for Mobile Web & Web Apps:A self or managed service platform :• Innovative HTML5 creation• Pre built templates and video transcoding tools• Automated features with drag-and-drop interface enabling rapid deployment• Widget components for site/app add-ons• Comprehensive reporting with live site analysis enabling real-time optimization
  • Mobile Display Examples
  • Integrated Mobile Rich Media
  • Mobile Advertising Effectiveness
  • Key Tools for mobile ad serving & tracking:1) Ad Serving • Proven 3rd party ad server with real-time conversion tracking • Real-time reporting UI • Creative-level placement analysis • Single source for counting & reporting • Real time reporting dashboard2) Analytics tools beyond ad serving • Predictive analytics • Consumer modeling • Brand studies
  • Key Takeaways:1) The mobile platform is burgeoning with opportunity, and brands have to get organized to capitalize.2) All media formats can be complemented by mobile and companies must research and identify what channels best drive user engagement3) Consumer behavior is evolving at a rapid pace. Brands need to provide a seamless experience across all media4) Brands need to understand the psychology of their users and provide relevant experiences based off of that composition5) Plan and buy your mobile strategy in a holistic manner that delivers utility and benefit for the consumer at every step, and evolve as things change6) Highly consider working with trusted providers who can offer cross-channel solutions with unified analytics
  • ITS BEEN A PLEASURE! thamilton@velti.com
  • Mobile Social Media The Real Marketing OpportunitiesDavid BerkowitzVP Emerging Media, 360idavid.berkowitz@360i.com@dberkowitzwww.about.me/dberkowitz
  • Brought to you by 360iU
  • Surveying the landscape360iU – Learn. Do. Teach. Proprietary & Confidential
  • US mobile phone usage heavily social
  • Smartphone users are obsessed with mobile social
  • US mobile social network users growing, led by Facebook
  • Few surprises in top socialnetworks accessed via mobile Source: Adobe
  • Social activity similar on PCs & smartphones
  • Mobile social media strategy360iU – Learn. Do. Teach. Proprietary & Confidential
  • The social strategic lens Goals Arsenal Rules Value
  • Social in the context of other digital marketing
  • Mobile social advertising strategy: Best practices• Use mobile social to expand reach of paid/earned social programs• Beyond adding reach, look for potential integration points• Mobile only for specific audience groups• Test copy & targeting• Track separately
  • Facebook360iU – Learn. Do. Teach. Proprietary & Confidential
  • Facebook mobile penetration nears 60%
  • 5 in 6 FB mobile users in North America, Europe, Asia
  • Zuck on Mobile"People underestimate how well we aredoing in mobile. We already see that mobileusers are more likely to be daily active usersthan desktop user.“- Mark Zuckerberg, September 2012
  • Facebook now has sponsoredposts in the mobile News Feed
  • Create Facebook posts designed for mobile Source: Celtra
  • Twitter360iU – Learn. Do. Teach. Proprietary & Confidential
  • Twitter keeps on growing
  • Twitter advertising: USA! USA!
  • Twitter can integrate with other kinds of mobile ads
  • What are we sharing on Twitter?
  • LocalResponse ad model based heavily around Twitter
  • Social TV = Twittervision: Kimmelgets 60K tweets in <3m at Emmys
  • 3 ways mobile social media is changing us1. How we share our world2. How we shop3. How we connect in person
  • How we share
  • Pew: 45% post photos online
  • Instagram: hashtags worth (almost) a billion bucks
  • Brands play with photo tags (in bed)
  • Viddy: Instagram for video
  • Southwest Airlines runs Viddy contest
  • Pinterest: nominally mobile today, massively mobile soon
  • GoldRun helps digital imaginations run wild
  • Hipstamatic adds W cameras
  • Is audio the next frontier?
  • Cinemagram blends photo & video
  • Google‟s Project Glass:Mobile = wearable, pervasive
  • DVF sports Glass at Fashion Week
  • How we shop
  • Smartphone users keep their phones active in stores
  • Weekend afternoons are prime time for retail check-ins
  • The new Foursquare: friendly tips and messaging followers
  • 7 types of Foursquare specials
  • 4sq less creepy than proximitynetworks, more clear on value
  • Social commerce all Wrapp‟ed up
  • Kraft „Endorses‟ mobile social shopping
  • Tide Stain Brain taps the community
  • Charmin‟s Sit or Squat helps people find restrooms
  • How we connect in person
  • Wendr helps people plan to be more social
  • GrubWithUs finds common ground for dining
  • Social beer-branded app takes over South Africa
  • McDonald‟s brings pong to screens small and massive
  • Smirnoff personalizes bottle service
  • Harry‟s Bar (Singapore) creates digital messages on a bottle
  • Key takeaways1) Mobile social media is here. In a big way. It‟s huge.2) As we adapt to it and it to us, our behavior changes.3) As behavior changes, there are new ways to reach these consumers.4) Meet the immediate needs of your target audience.5) Prioritize opportunities where there‟s a clear value exchange between your brand and consumers.6) Constantly learn from your targeted consumers.7) Embrace change.
  • Talk amongst yourselves.Foursquare is neither anumeral nor aquadrilateral. Discuss.
  • ThanksDavid BerkowitzVP Emerging Media, 360i• david.berkowitz@360i.com• blog.360i.com / @360i• MarketersStudio.com / @dberkowitz• www.about.me/dberkowitz
  • PLANNINGMOBILECREATIVEPutting Mobile FirstTheo SkyeExecutive Creative Director
  • THEO SKYE Executive Creative DirectorReach out directly with questions, comments, and ideas. linkedin.com/theoskye theo.skye@medialets.com @theoskyeNEW YORK | LONDON | CHICAGO | LOS ANGELES
  • MOBILE CREATIVESHOULD BE RICHToday’s mobile device experience is rich.Mobile ad creative should therefore be rich.Mobile audiences want and expect rich,seamless usability that not only facilitates,but enhances their experience. …srsly?
  • CAMPAIGNSWITHOUT GREATCREATIVE SUCKPlain and simple...There is no easier way to waste a media budgetthan to run ineffective, sub-par creative.1. Better creative gets better campaign results.2. Better campaign results make budgets grow.3. Growing budgets gets you raises and promotions.
  • BUT WHATIS GREATCREATIVE?Great creative...• is the end user interface of the campaign; it must be usable• generates brand awareness• communicates meaningful sales points• supports the brand‟s business objectives• invokes an emotional connection between audience and brand• affects changes in audience consideration that lead to marketplace action.
  • GREATECREATIVE ISNO ACCIDENTPretty takes time.™Creative teams must be armed with knowledgeand reasonable timelines.
  • MOBILE CREATIVE ISSTILL CHALLENGINGSpecific challenges for creatives:• Learning about new and fragmented ad formats, specs, and sizes• Reporting capabilities and discrepancies• Understanding of specific creative capabilities – what works well?• Large variety of devices and screen sizes to grapple with• Multiple Creative APIs to code for (MRAID, ORMMA, Proprietary SDKs, Web)• Lack of HTML5 production tools (Adobe Edge Animate recently released)• Orientation-awareness in ad units (one ad, two layouts)• New interaction methods to contemplate (shake, tilt, swipe, pinch, etc.)• Most creatives still have little-to-no experience in mobile!It all harkens back to the Flash plugin landscape in the 1990’s.
  • MOBILE HAS NEW ANDUNIQUE AD FORMATSSimilar to desktop, but with important nuances.• Banners • Tap to web, tap to call, tap to download app, tap to video, etc.• Expandable banners • Expandable Panel as a “growable” banner • Expandable Panel as a separate “overlay”• Interstitials • Overlay interstitials • Swipeable interstitials (between-page banners)• Emerging formats such as responsive ad units • One ad creative for multiple placements and screen sizes (Windows 8)
  • FRAGMENTATION OFCREATIVE APIsCreative APIs are the JavaScript code insidead creative that makes an ad expand, dismiss(and much more) in mobile apps.• MRAID • Maintained by the IAB • Version 2.0 just released. • This is the standard that pubs should be implementing in their apps.• ORMMA • Was maintained by a consortium of vendors and publishers • Had early traction, but is now starting to wane in usage• Proprietary SDKs • Some vendors and publishers have (foolishly) paved their own road.• Mobile Web • Don‟t need to use any standard creative API.
  • MOBILE ADS AREBORN PREGNANTA single ad execution can multiply!EXECUTION AD SIZES PLATFORMS CREATIVE APIs MRAID ORMMA One execution. iOS Mobile Web So many ads to Size #1 MRAID build traffic & ORMMA report on!0 Android Mobile WebExecution MRAID ORMMA iOS Mobile Web Size #2 MRAID ORMMA Android Mobile Web
  • KP M ID ED IA EF PL IN CR A N IT IO CR EA NI N EA TI NGCL TI VE & VE IE NT CO TE B AM UY FE NC IN ED EP BRI G BA T EF INCL IE CR CK UAL IZ G EA /A NT PP AT FE TIV RO IO ED E N BA DE VAL CR CK SIG TIMELINES CL IE EA /A N NT TI PP VE RO FE PR V ED OD AL BA CK UCT ARE LONGER /A I VE PP O N RO 0 ND OR VA PR PU L OD BL QA UC IS 3-6 WEEKS HE TI ON R QA FI T XE S MOBILE CREATIVE L A RAF F UN FI CH CK ROM IN & QA VE G RI FI CA TI ON Factor 3-6 weeks from creative kickoff to go-live.
  • BUT THINGS AREIMPROVING FASTThe industry is moving quickly to standardizeMany parties are working toward achieving creativestandardization:•The IAB: MRAID 2.0 Creative API•The MMA: Standardizing ad sizes and ad measurement •Starting to enforce on-device impression counting •Only count impression when ad is visible for > 1-second•Publishers: Seeing the wisdom of standardizing ad units•The Big Four: Initiatives such as Vivaki’s Pool are jumpstarting innovation•Agencies: Media planners & creatives are getting moremobile-savvy•Vendors: Empowering and improving implementations
  • WHAT YOUCAN DOYou can help to make mobile creativebe all that it can be.
  • START ATTHE BEGINNINGThe stage must be set for great mobile creativebefore the creative team is looped in.1 2 3 4 5Design media The brand’s The ways that Gather detailed Reasonableplans to specific brand goals ad specs at timelinesminimize campaign will be least before should beoverall creative goals should measured the creative provided forlevel of effort be effectively should be design and creatives to getand reduce communicated. documented. production great workproduction work begins. done.costs.
  • DESIGN MEDIA PLANSTO MINIMIZE OVERALLCREATIVE LOEMedia planners!Creative success begins with you!1.Minimize the total number of unique ad sizes on the plan.2.Minimize total creative APIs (MRAID, ORMMA, proprietary SDK, mobileweb?) • Limit plans to placements that use only one or two unique Creative APIs.3.Consider not just placement dimensions, but the specifics of placements. • Dimensions of the expandable view? • Orientation-aware ad (banner and/or expandable)? • Swipeable ad? • Will the placement accommodate a specific creative requirement?4.Usually only mobile ad serving vendors will have this information. • Work with a vendor that can help refine the media plan.
  • INFORM CREATIVESABOUT BRAND GOALSStrategists!Creative success begins with you!Creatives should be given the basic informationabout why the brand is running a given campaign.When creatives have this information, they candesign better performing executions.
  • DEFINE HOW BRANDGOALS WILL BEMEASUREDAnalysts!Creative success begins with you!Let the creatives know the metrics that define a successful outcome.• Define and prioritize KPIs• Strategists & Business Analysts should write the concise story that they want to deliver to the brand client at the end of a campaign before media planning and creative work even begins.• Get the client to approve the narrative• Share the narrative story with everyone, especially the creatives.
  • GATHER DETAILEDAD SPECS BEFORECREATIVE WORKBEGINSPublishers & Vendors!Creative success begins with you!Creatives need to fully understand the end user experience of ad placements tocreate the most appropriate and best performing concepts.• Orientation-aware ads? How do they work?• Auto-expand? Auto-dismiss?• Animation time limits?• Swipe actions allowed?• Creative APIs?• What is the actual end user experience in all use cases?
  • KP M ID ED IA EF PL IN CR A N IT IO CR EA NI N EA TI NGCL TI VE & VE IE NT CO TE B AM UY FE NC IN ED EP BRI G BA T EF INCL IE CR CK UAL IZ G EA /A NT PP AT FE TIV RO IO ED E N BA DE VAL CR CK SIG CL IE EA /A N NT TI PP VE RO FE PR V ED OD AL BA CK UCT /A I VE PP O N RO 0 ND OR VA PR PU L OD BL QA UC IS 3-6 WEEKS HE TI R CREATIVE WORK DON’T RUSH THE ON QA FI T XE S Cool it now. Pretty takes time.™ L A RAF F UN FI CH CK ROM IN & QA VE G RI FI CA TI ON
  • LET’SGROW THISMobile ad spend needs to increase tokeep pace with user behavior.
  • FASTEST GROWINGMEDIA CHANNEL EVER
  • ANTICIPATE DIGITALDISPLAY CONVERGENCE Desktop & Mobile Merge 2014 : $6.5B 2013 : $4.4B 2012 : $2.6B Mobile
  • BUT MOBILE AD SPENDDOESN’T REFLECTTIME SPENT But brands need to know that mobile media will work for them before budgets will increase.
  • LEARN TO GROWLearn is a verb. Do it.Your mobile campaign is the lab.Even if direct KPIs are somewhat vague, a story of success can be crafted.1. Run A/B tests within creative 2. Run Brand Studies • Call to action variations • Insight Express • Design characteristics such as • Dynamic Logic color, imagery, animation. • KN Dimestore • Also helps to avoid creative • comScore fatigue with visual and copy varietyWhen brands have evidence that something worksbetter they’ll do more of what works in the future.
  • USE YOURVENDORSMobile vendors have a lot to offer,and it is in their interests to do so.Use your mobile vendors for:• Benchmarks: to help justify a plan and results before and after a campaigns• Creative Services: to fill any gaps in creative knowledge or resources, jump start the creative AOR, and sell-through a concept: • Ideation • Mockups • Production• Media Planning Assistance: to reach the right audience while avoiding budget-busting fragmentationAsk and you shall receive.
  • THANK YOUTheo SkyeExecutive Creative DirectorReach out directly with questions, comments, and ideas. linkedin.com/theoskye theo.skye@medialets.com @theoskyeNEW YORK | LONDON | CHICAGO | LOS ANGELES