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What Savvy Brand Marketers Must Know About Mobile
 

What Savvy Brand Marketers Must Know About Mobile

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You'll learn: ...

You'll learn:

- What the latest research tells us about consumer behavior and how they relate to their favorite brands.
The crucial components of a successful mobile campaign
How rich media campaigns can blend realtime A/B testing and personalization for stunning results.
How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.

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    What Savvy Brand Marketers Must Know About Mobile What Savvy Brand Marketers Must Know About Mobile Presentation Transcript

    • The Largest Independent Mobile Ad NetworkWhat Savvy Brand Marketers Must Know About Mobile January 17, 2013
    • Mat HarrisDirector of Products, InMobi @matharrismat@inmobi.com
    • I. Mobile Brand Advertising II. Mobile Rich Media  Advertisers Love Rich MediaAGENDA    Where it Works Common Features Understand the Unique Challenges  Building Creatives – Best Practices  Measuring Engagement III. Personalization I. Q&A
    • Mobile Brand Advertising
    • 21% 34% 38% 57% 59%Mobile and TV are the channels with the most impact onpurchase decisions Time Spent on mobile devices in the US has surpassed time spent on TV InMobi 72% of Americans use mobile while watching TV InMobi Dual screening is 1.7 times more effective for brand awareness/ brand recall than TV alone Nielson
    • Device use patterns reflect their inherent competitiveadvantages During a typical day, at what times do you usually use your device? 60% Smartphone Tablet PC 50% 40% 30% 20% 10% 0% 6am - 9am - Noon - 3pm - 5:59 6pm - 9pm - Midnight - 3am - 8:59am 11:59am 2:59pm pm 8:59pm 11:59pm 2:59am 5:59am Source: Mobext & InMobi Connected Device Research
    • Penetration of Mobile Connected Devices Continues to Increase 25% of 53% 21% Smartphone Smartphone Tablet Owners also Penetration Penetration own a Tablet Source: comScore Mobilens
    • 67% of mobile data users mostly or only use mobile to access the web Source: InMobi Mobile Media Consumption
    • Use tablet while59% watching TV Share tablet with45% family members Use tablet for over an35% hour a day
    • Mobile Rich Media
    • Today, over 50% of all mobile brand campaign buys include rich mediaAdvertisers love rich media: • Engaging brand experiences • Cutting edge features • Consistently higher CTRs vs. static ads • Detailed analytics, measurement of real engagement objectives
    • Engaging Brand ExperiencesDOVEHAIR SOLUTIONBrand AwarenessAPAC REGIONAL WINNERBRONZE GLOBAL WINNER2012 Video Play Lead Gen Click to Share Coupon Link to Site Game
    • Rich media works across Android & iOS
    • Use advanced smartphone & tablet features
    • Understand the unique challenges of rich media• Ad server fragmentation – Ad servers each require specific code to render ads, called an “SDK”. Rich media ads must conform to each ad server on which a given campaign will run• Mobile site fragmentation – Mobile sites employ HTML/JS/CSS just like non-mobile sites. But site developers often deploy their own site’s code in a non-standard way – Ads built for one site can often require some tweaking to render properly on another property• Device/OS fragmentation – Thousands of different Android configurations – Dozens of different screen dimensions 15
    • Ad creative best practices• Keep your value proposition clear – Key message must be delivered to users quickly – Make the call-to-action easy to read & understand• Limit the clutter – Limited real estate within mobile creative. Keep copy clear and concise• Don’t overdo the graphics – Keep graphic size small to ensure quicker load times• Leverage rich-only capabilities – Integrate mobile-specific functionality (i.e. shake, tilt, swipe) – Drive deeper user engagement (focus on the experience) 16
    • Measuring Engagement
    • Personalized Advertising
    • Mobile is unique in its capacity for relevant dynamic personalization GEO-TARGETING DAY-PARTINGCUSTOMIZED SHOPPING
    • Context and location-based experiences drive ROIMCDONALDSMCCAFE FRAPPÉStore Locator Link to Site Click to Share Weather
    • Mobile is ideal for personalization• Mobile is the MOST personal PC• POS in your hand• Location-aware• Many data dimensions• Highly relevant, actionable messaging• External variables• Dynamic feeds 21
    • Q&A