Your SlideShare is downloading. ×
0
BUILDING	  BRANDS	                                       ON	  MOBILE	  gs1rrat@millennialmedia.com	       Gavin	  S1rrat,	...
Trusted,	  Independent	  Industry	  Leader	  -­‐	  NYSE:	  MM	  Independent	                                              ...
Proven	  Global	  Mobile	  PlaVorm	                                              @gavjs	  /	  @millennialmedia	  
The	  AWen1on	  Economy	  Brands	  Struggle	  to	  Cut	  Through	  &	  Engage	     Whilst	  Consumers	  Focus	  Elsewhere	...
Mobile	  is	  an	  Immersive	  Media	                                                 @gavjs	  /	  @millennialmedia	  
Filling	  the	  Inters1ces	  of	  Life	                                                   @gavjs	  /	  @millennialmedia	  
Mobile	  is	  Different	  to	  All	  Other	  Media	                                              Mul1ple	  Uses:	  Browse	 ...
Puang	  Mobile	  in	  Context	  Source: Chetan Sharma Consulting, April 2012	   @gavjs	  /	  @millennialmedia	  
Mobile	  Mass	  Media	                                THE	  RIGHT	  CUSTOMER	                                  IN	  THE	  ...
ACHIEVING	  SUCCESS	  
Elements	  of	  a	  Successful	  Mobile	  Campaign	           TARGET	  CONTEXTUALLY	                       BRING	  ON	  TH...
TARGETING	  OPPORTUNITIES	  
Tac1cal	  Targe1ng	                   When	  Your	  Business	  Goal	  Needs	  a	  Specific	  User/Device	                  ...
Content	  Targe1ng	                            Made	  More	  Powerful	  by	  Scale	                                       ...
Contextual	  Targe1ng	                          Make	  Your	  Message	  More	  Meaningful	                                ...
Demographic	  Targe1ng	                  AFFLUENT:	  DATA	  SNAPSHOT	                  Using	  apps/sites	  that	  index	 ...
Retarge1ng	                                        Consumer	  demonstrates	  interest	  in	                               ...
Understanding	  Behaviours	                                         MUMS	                                         At	  a	 ...
Understanding	  Purchase	  Intent	                                           IN-­‐MARKET	  AUTO	  BUYER	                  ...
A	  UNIQUE	  CREATIVE	  CANVAS	  
Bring	  Your	  Brand	  to	  Life	                             IMAGINATION	  +	  SIMPLICITY	  =	                           ...
High	  Impact	  Ad-­‐Units…	  Full-­‐screen	  Inters11al	            HTML	  5	                                            ...
…Without	  the	  Hard	  Work	   Wireframes:	  Design	  your	  own	  mobile	  experience	   Retain	  creaDve	  control	  .	...
Design	  Your	  Own	  Mobile	  Video	  Experience	      RETAIN	  CREATIVE	  CONTROL	  •	  LEVERAGE	  EXISTING	  CREATIVE	 ...
SOCIALISE	  
‘Mocial’	  –	  Let	  Your	  Messages	  Be	  Socialised	                                                                   ...
CLOSE	  THE	  LOOP	  
Closing	  the	  Loop	  –	  Aun1e	  Anne’s,	  Coca-­‐Cola	  &	  Sparkfly	  Case	  Study	                                    ...
Brand	  Ver1cal	  Mix	  –	  1H	  2012	                                                   @gavjs	  /	  @millennialmedia	  
CASE	  STUDIES	  
Campaign	  Summary:	  Call	  of	  Duty	  Black	  Ops	  II	               GOAL:	  	               Drive	  awareness	  &	  c...
Campaign	  Summary:	  Call	  of	  Duty	  Black	  Ops	  II	                                                                ...
CONCLUSIONS	  
Building	  Brand	  Affinity	  -­‐	  Ac1on	  Items	     1.	  Target	  Your	  Audience	      Intelligently	  –	  the	  right	 ...
The	  Global	  Leader	  in	  Mobile	  Intelligence	  Providing	  a	  comprehensive	  view	  of	  the	  market…we	  enable	...
WORKSHOP:	  THE	  BRIEF	  
The	  Brief	  Brand:          	       	      	       	  ‘The	  Coffee	  House’	      	          	       	      	       	  a...
THANK	  YOU.	          TO	  LEARN	  MORE	  VISIT	  WWW.MILLENNIALMEDIA.COM/BRANDS	        Gavin	  S1rrat	   Managing	  Dir...
Upcoming SlideShare
Loading in...5
×

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

403

Published on

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.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
403
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. BUILDING  BRANDS   ON  MOBILE  gs1rrat@millennialmedia.com   Gavin  S1rrat,  Managing  Director,  EMEA   @gavjs  /  @millennialmedia  
  2. 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. 3. Proven  Global  Mobile  PlaVorm   @gavjs  /  @millennialmedia  
  4. 4. The  AWen1on  Economy  Brands  Struggle  to  Cut  Through  &  Engage   Whilst  Consumers  Focus  Elsewhere   @gavjs  /  @millennialmedia  
  5. 5. Mobile  is  an  Immersive  Media   @gavjs  /  @millennialmedia  
  6. 6. Filling  the  Inters1ces  of  Life   @gavjs  /  @millennialmedia  
  7. 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. 8. Puang  Mobile  in  Context  Source: Chetan Sharma Consulting, April 2012 @gavjs  /  @millennialmedia  
  9. 9. Mobile  Mass  Media   THE  RIGHT  CUSTOMER   IN  THE  RIGHT  PLACE   AT  THE  RIGHT  TIME   @gavjs  /  @millennialmedia  
  10. 10. ACHIEVING  SUCCESS  
  11. 11. Elements  of  a  Successful  Mobile  Campaign   TARGET  CONTEXTUALLY   BRING  ON  THE  BEAUTY   SOCIALISE  THE  EXPERIENCE   CLOSE  THE  LOOP  
  12. 12. TARGETING  OPPORTUNITIES  
  13. 13. Tac1cal  Targe1ng   When  Your  Business  Goal  Needs  a  Specific  User/Device   @gavjs  /  @millennialmedia  
  14. 14. Content  Targe1ng   Made  More  Powerful  by  Scale   @gavjs  /  @millennialmedia  
  15. 15. Contextual  Targe1ng   Make  Your  Message  More  Meaningful   @gavjs  /  @millennialmedia  
  16. 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. 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. 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. 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. 20. A  UNIQUE  CREATIVE  CANVAS  
  21. 21. Bring  Your  Brand  to  Life   IMAGINATION  +  SIMPLICITY  =   @gavjs  /  @millennialmedia  
  22. 22. High  Impact  Ad-­‐Units…  Full-­‐screen  Inters11al   HTML  5   Interac1ve  Video   @gavjs  /  @millennialmedia  
  23. 23. …Without  the  Hard  Work   Wireframes:  Design  your  own  mobile  experience   Retain  creaDve  control  .  Leverage  exisDng  creaDve  .  Drive  efficiency  &  results   @gavjs  /  @millennialmedia  
  24. 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. 25. SOCIALISE  
  26. 26. ‘Mocial’  –  Let  Your  Messages  Be  Socialised   @gavjs  /  @millennialmedia  
  27. 27. CLOSE  THE  LOOP  
  28. 28. Closing  the  Loop  –  Aun1e  Anne’s,  Coca-­‐Cola  &  Sparkfly  Case  Study   @gavjs  /  @millennialmedia  
  29. 29. Brand  Ver1cal  Mix  –  1H  2012   @gavjs  /  @millennialmedia  
  30. 30. CASE  STUDIES  
  31. 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. 32. Campaign  Summary:  Call  of  Duty  Black  Ops  II   @gavjs  /  @millennialmedia  
  33. 33. CONCLUSIONS  
  34. 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. 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. 36. WORKSHOP:  THE  BRIEF  
  37. 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. 38. THANK  YOU.   TO  LEARN  MORE  VISIT  WWW.MILLENNIALMEDIA.COM/BRANDS   Gavin  S1rrat   Managing  Director,  EMEA  gavin@millennialmedia.com   @gavjs  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×