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Sponsor Luncheon Presentation by Videology

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What's Holding Mobile Back? ...

What's Holding Mobile Back?

A variety of perceived challenges is keeping mobile advertising from reaching its full potential. Videology advises, "don't think mobile, think marketing." Why connecting the dots is the key to the future of mobile advertising.

Presenter: Pete Hagerty, Head of Enterprise Solutions, Videology

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  • VideologyVideology is an enterprise solution thatbrands and agencies buy media efficiently across multiple platforms,devices and multipleformats (including mobile). What makes us different is Our technology (with advanced math and science)Our publisher and content partner relationships Our addressability (27 data partnerships). Accountability….we measure results.Mobile Media is a big part of the Videology ecosystem and we’re here today to talk to the IPG agency leader about how Mobile fits into the landscape.
  • Challenges that are unique to mobile that are holding it back from becoming a greater part of the media mix. Next Year Mobile is going to be huge. This year is the tipping point for Mobile Advertising.
  • The canvas is smaller?It’s more difficult to target users with no cookie tracking in mobile, multiple operating systems, different devices….Attribution is limited….did it work?
  • Those are just a few things that have been holding media back from being a bigger part of the media mix. Asa result….many advertisers are resorting strategy that exclusively focused on a strategy that is about “Downloading my App” as the primary (and sometimes) the only metric of success. Hilton -Intuit – Turbo TaxTide – Might be the Stain Brain
  • BRAND ADVERTISING CAN WORK!!!The ability to reach a consumer across multiple screens with a synchronized message or targeted offer is huge.
  • Taking a step back….VERTICAL STRATEGY
  • Videology Purchased Collider Media last summer. Collider has the Most Advanced Mobile Targeting in The Industry with massive scale and full privacy protection.However, Collider is only one part of the Videology echosystem. REAL TIMEOptimize Media MixOptimize Creative MessagingMEDIA MIX OPTIMIZATION
  • This medium can deliver a complelling brand message and influence comsumersdecisionions – emotional and phyical
  • However…the opportunity is HUGE!!!Very Personal Device I have this on me 18 hours a day. Huge utilitySo if Apps are only a small part of Mobile strategy and for some brand I would say they should not be a part of the strategy at all….

Sponsor Luncheon Presentation by Videology Presentation Transcript

  • 1. 1
  • 2. 2MOBILE:PART OFTHE MIX
  • 3. 3WHAT’SHOLDINGMOBILEBACK?
  • 4. 4LIMITEDCREATIVECANVASLIMITEDTARGETING &DATALIMITEDMEASUREMENT& ATTRIBTION
  • 5. 5As a result…
  • 6. 6CONSISTENT MESSAGING…
  • 7. 7WHAT’STHEPRODUCT?WHAT ISTHEMESSAGE?WHO’STHETARGET?DID ITWORK?
  • 8. 8REAL TIME OPTIMIZATIONSTRATEGIC / MEDIA MIX OPTIMIZATIONTARGET OBJECTIVES CREATIVE MEASUREMENTAWARENESSFAMILIARITYPURCHASE
  • 9. 9BRANDBUILDINGSMALLYETCOMPELLING
  • 10. 10PETER HAGERTY phagerty@videologygroup.com
  • 11. 1170%OF US MOMSUSE PHONETO SHOP