What Mark Wahlberg Can Teach Us About Consumers & Marketing Strategy

What Can Mark Wahlberg Teach Us About Consumers & Marketing Strategy? Will Kassoy, CEO Ira Rubenstein, EVP Digital Marketing 2

Mobile Landscape • Mobile is reaching a tipping point • Within mobile, apps vs. mobile web, apps are where time is spent • iOS is dominating minutes spent • Social and gaming = broadest reach!@AdColony 3

But While Device Penetration is Huge, Mobile Video Issues 203,644,607@AdColony 4

What Can Mark Wahlberg Teach Us About Consumers and Marketing Strategy@AdColony 5

Partnered with Nielsen and Universal/Ignited: What’s the impact of TV + Mobile Video?@AdColony 6

Recent Studies Show Consumers Increasingly Multitask When Watching TV@AdColony 7

Fielded “Contraband” Theatrical Release Spot as Test Video Ad • Ran :15 second video spots on TV and mobile • Mobile ads served with AdColony’s Instant- PlayTM HD video ad technology on iPhone&iPad@AdColony 8

TV + Mobile Drives Huge Lift Across All Brand Metrics@AdColony 9

Key Takeaways • Mobile campaigns complement TV by driving substantial additive effects on all key brand metrics • Consider dayparting a portion of the mobile flight to match the TV flight • Cross-platform video campaigns yield higher brand recall rates • Additional exposure on mobile video allows users to immediately engage and learn more about brands • Video campaigns run across multiple platforms drive stronger word-of-mouth recommendations • Consumers are more likely to purchase when exposed to video ads across multiple platforms@AdColony 10

How Mobile Video Solves Entertainment Marketing Objectives@AdColony 11

#1: Create Awareness • Complement TV with hi-def, instantly playing mobile video to drive awareness@AdColony 12

#2: Drive Trailer Views@AdColony

#3: Engage Socially@AdColony

#4: Get Showtimes& Boost Ticket Sales@AdColony

Summary • Mobile = Scale: Mobile has penetrated 50% of US population and is key media channel to reach 150 million+ consumers • TV + Mobile Video = 72% Lift: Mobile video is an excellent complement to TV campaigns to drive demand as shown by AdColony/Nielsen Ad Effectiveness Study • Solves Multiple Marketing Objectives: From awareness to buzz generation to social engagement to ticket sales, mobile meets a breadth of needs@AdColony 16

Ira Rubenstein EVP Digital Marketing, 20th Century Fox@AdColony 17

Thank You@AdColony 18

What Mark Wahlberg Can Teach Us About Consumers & Marketing Strategy

by iMedia Connection on Jul 05, 2012

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