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Earning Attention Where it Matters Most: The Power & Imperative to Build Brands on Mobile Gavin Stirrat, Millennial Media
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Earning Attention Where it Matters Most: The Power & Imperative to Build Brands on Mobile Gavin Stirrat, Millennial Media

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Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build …

Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.


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  • 1. BUILDING  BRANDS   ON  MOBILE  gs1rrat@millennialmedia.com   Gavin  S1rrat,  Managing  Director,  EMEA   @gavjs  /  @millennialmedia  
  • 2. Trusted,  Independent  Industry  Leader  -­‐  NYSE:  MM  Independent   2011  MOBILE  ADVERTISING  SHARE  §  Founded  in  2006  by  mobile,  adverDsing,   and  media  innovators  §  No  operaDng  system  bias  §  PlaJorm  and  device  agnosDc    Mobile  Focus   All  Others  <10%  §  Not  part  of  a  major  PC  internet  portal  or   each   Google  24%   search  engine  §  We  don’t  sell  handsets  or  own  an  app   store  §  Mobile  adverDsing  is  all  we  do   Apple  15%   Millennial   Media  17%  Industry  Insight  §  Monthly  SMART  and  Mobile  Mix  reports   are  widely  sourced,  with  more  than  3000   agency,  press  and  analyst  references   @gavjs  /  @millennialmedia  
  • 3. Proven  Global  Mobile  PlaVorm   @gavjs  /  @millennialmedia  
  • 4. The  AWen1on  Economy  Brands  Struggle  to  Cut  Through  &  Engage   Whilst  Consumers  Focus  Elsewhere   @gavjs  /  @millennialmedia  
  • 5. Mobile  is  an  Immersive  Media   @gavjs  /  @millennialmedia  
  • 6. Filling  the  Inters1ces  of  Life   @gavjs  /  @millennialmedia  
  • 7. Mobile  is  Different  to  All  Other  Media   Mul1ple  Uses:  Browse  &  Consume  Media,  Search   the  Internet,  Download  Apps,  Play  Games,  Text,   Call,  Email,  Camera,  Videos,  Calendar   Available  On  The  Move     Mul1ple  Applica1ons   3G  &  Wi-­‐Fi  Capabili1es   Interac1ng  Together         The  Most  In1mate   Loca1on  &  Context   Personal  Device     Aware  Mul1ple  OS  Systems     User  Ini1ated  Adverts   to  Choose  From         Always  With  You,   Immersive   Always  On       @gavjs  /  @millennialmedia  
  • 8. Puang  Mobile  in  Context  Source: Chetan Sharma Consulting, April 2012 @gavjs  /  @millennialmedia  
  • 9. Mobile  Mass  Media   THE  RIGHT  CUSTOMER   IN  THE  RIGHT  PLACE   AT  THE  RIGHT  TIME   @gavjs  /  @millennialmedia  
  • 10. ACHIEVING  SUCCESS  
  • 11. Elements  of  a  Successful  Mobile  Campaign   TARGET  CONTEXTUALLY   BRING  ON  THE  BEAUTY   SOCIALISE  THE  EXPERIENCE   CLOSE  THE  LOOP  
  • 12. TARGETING  OPPORTUNITIES  
  • 13. Tac1cal  Targe1ng   When  Your  Business  Goal  Needs  a  Specific  User/Device   @gavjs  /  @millennialmedia  
  • 14. Content  Targe1ng   Made  More  Powerful  by  Scale   @gavjs  /  @millennialmedia  
  • 15. Contextual  Targe1ng   Make  Your  Message  More  Meaningful   @gavjs  /  @millennialmedia  
  • 16. Demographic  Targe1ng   AFFLUENT:  DATA  SNAPSHOT   Using  apps/sites  that  index  high  for  HHI   Publisher/Developer  registra1on  data   MEN  18-­‐34:  DATA  SNAPSHOT   Using  apps/sites  that  index  high  for  M18-­‐34   Publisher/Developer  registra1on  data   Reaching  the  Right  Consumer   @gavjs  /  @millennialmedia  
  • 17. Retarge1ng   Consumer  demonstrates  interest  in   1   your  brand   2   Consumer  is  enrolled  in  your   custom  audience   3   Execute  follow  up  campaign  to  your   custom  audience   Engage  with  consumers  who  have  expressed  an  interest  in  your  products   @gavjs  /  @millennialmedia  
  • 18. Understanding  Behaviours   MUMS   At  a  playground  or  park   Interac1ng  with  paren1ng  content  &  related  products   Browsing  informa1on  about  kids;  including  educa1on,  development,   behavior,  health,  &  ac1vi1es     ENTERS   LEAVES     AUDIENCE   AUDIENCE     ACTIVITY   LocaDon   AcDons   Views   Standard  A[ributes   TIME   @gavjs  /  @millennialmedia  
  • 19. Understanding  Purchase  Intent   IN-­‐MARKET  AUTO  BUYER   On  a  car  dealership  forecourt   Interac1ng  with  auto  content   Browsing  car  buying  content,  auto  news  &  reviews   ENTERS   LEAVES     AUDIENCE   AUDIENCE     ACTIVITY   LocaDon   AcDons   Views   Standard  A[ributes   TIME   @gavjs  /  @millennialmedia  
  • 20. A  UNIQUE  CREATIVE  CANVAS  
  • 21. Bring  Your  Brand  to  Life   IMAGINATION  +  SIMPLICITY  =   @gavjs  /  @millennialmedia  
  • 22. High  Impact  Ad-­‐Units…  Full-­‐screen  Inters11al   HTML  5   Interac1ve  Video   @gavjs  /  @millennialmedia  
  • 23. …Without  the  Hard  Work   Wireframes:  Design  your  own  mobile  experience   Retain  creaDve  control  .  Leverage  exisDng  creaDve  .  Drive  efficiency  &  results   @gavjs  /  @millennialmedia  
  • 24. Design  Your  Own  Mobile  Video  Experience   RETAIN  CREATIVE  CONTROL  •  LEVERAGE  EXISTING  CREATIVE  •  DRIVE  EFFICIENCY  &  RESULTS   CHOOSE  2  INTERACTIVE  BUTTONS  TO  SUPPORT  YOUR  SPECIFIC  OBJECTIVES   @gavjs  /  @millennialmedia  
  • 25. SOCIALISE  
  • 26. ‘Mocial’  –  Let  Your  Messages  Be  Socialised   @gavjs  /  @millennialmedia  
  • 27. CLOSE  THE  LOOP  
  • 28. Closing  the  Loop  –  Aun1e  Anne’s,  Coca-­‐Cola  &  Sparkfly  Case  Study   @gavjs  /  @millennialmedia  
  • 29. Brand  Ver1cal  Mix  –  1H  2012   @gavjs  /  @millennialmedia  
  • 30. CASE  STUDIES  
  • 31. Campaign  Summary:  Call  of  Duty  Black  Ops  II   GOAL:     Drive  awareness  &  consumer  engagement  ahead  of  the  game   release  date  and  generate  social  media  buzz     STRATEGY:     Targe1ng  –  male  environments,  inc  Games,  Social  &   Entertainment  channels   Brand  Crea1ve  –  Rich  Media  Photo  Shoot  &  Z   video  trailer   Social  –  Consumers  can  share  their  photos  on  Facebook  and  a   second  unit  enabled  Tweets  to  Call  of  Duty  profile,  directly   from  within  the  creaDve     To  download  the  full  campaign  summary,  visit   www.millennialmedia.com/adver1se/campaign-­‐successes   "Mobile  is  increasingly  becoming  a  key  touchpoint  for  our  core  and  growth  audiences,  and  the  flexibility  that  the   campaign  offered  really  drove  the  success  of  the  campaign.  We  were  able  to  provide  a  variety  of  rich  content  to  our   audience  in  a  personalised  way  that  other  touchpoints  couldn’t  offer.”     Eric  Folliot  –  Senior  Brand  Manager  –  Call  of  Duty   @gavjs  /  @millennialmedia  
  • 32. Campaign  Summary:  Call  of  Duty  Black  Ops  II   @gavjs  /  @millennialmedia  
  • 33. CONCLUSIONS  
  • 34. Building  Brand  Affinity  -­‐  Ac1on  Items   1.  Target  Your  Audience   Intelligently  –  the  right   3.  Encourage  the  Innate  Desire  customer,  in  the  right  place,  at   to  Share   the  right  Dme   Campaign   2.  Delight  Your  Audience  by   op1mised   based  on   Targeted   4.  Bridge  the  Digital/Physical   mobile  ad   Building  BeauDful  Content     voucher   performance   Divide  -­‐  Close  the  Loop   Redemp1on,   Consumer   purchase  &   downloads   CRM  details   unique   passed  back   voucher  to   to  retailer   their  mobile   Voucher   redeemed   instore  at   POS   @gavjs  /  @millennialmedia  
  • 35. The  Global  Leader  in  Mobile  Intelligence  Providing  a  comprehensive  view  of  the  market…we  enable  adverDsers  and  developers  to  make  smart  decisions  about  their  mobile  adverDsing  and  moneDzaDon  strategies.   ■  More  than  20,000  subscribers  a  month   ■  Our  data  is  used  by  thousands  of  adver1sers  and  agencies   ■  Referenced  by  The  Guardian,  Paid  Content,  NMA,  Mobile   Marke1ng  Magazine,  ME  Magazine,  The  Drum,  Fortune,   Bloomberg,  TechCrunch  and  many  more   Sign  up  now  at  www.millennialmedia.com/mobile-­‐intelligence  
  • 36. WORKSHOP:  THE  BRIEF  
  • 37. The  Brief  Brand:        ‘The  Coffee  House’            a  ficDonal,  arDsan  coffee  shop  Target  Audience:    16  –  34  YO  urbanites,  ABC1  Budget:        £30,000  The  Brief:  Launch  a  new,  local  coffee  shop  in  a  busy  UK  city.  CompeDDon  is  fierce,  so  consider  intelligent  audience  targeDng,  with  appropriate  environments  &  Dmes,  innovaDve  creaDve  &  viral  opportuniDes  to  deliver  earned  media  from  the  ad  buy.    Rate  Card:  Standard  Banners  £0.15  CPC  (Performance)  Rich  Media    £6.50  CPM  (Brand)    CreaDve  formats  built  Free  of  Charge,  as  part  of  media  buy  
  • 38. THANK  YOU.   TO  LEARN  MORE  VISIT  WWW.MILLENNIALMEDIA.COM/BRANDS   Gavin  S1rrat   Managing  Director,  EMEA  gavin@millennialmedia.com   @gavjs  

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