My mobile advertising presentation at MadWorld Dubai - 14 May 2013.

1. • Understand the Path to Purchase
• Know Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign (Case Studies)
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

2. Steve Jobs
Proclaimed that
“Most Mobile
Advertising
Really Sucks”
during the
launch of Apple’s
“7th Tent Pole”
iAds.
In 2010…

3. People don’t like
ads on their
screens
Put simply…
He
Was
Right

4. “Mass communication is not
the way to engage with a
consumer on a mobile phone.
You must know the consumer
intimately and use the mobile
phone to provide them with
true utility and value. Give
them what they need and
help them stay on top of their
lives. Then your brand will
start to live up to the
expectations they have of a
lover.”
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase
Source: Microsoft Advertising/BBDO: “Meet the Screens”
10/28/11
Mobile is “The Lover”

5. Attention-
Grabbing,
Clickable Ads
Deliver the right
value at the
right time

6. • Understanding the Path to Purchase
• Understand Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign (Case Studies)
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

7. Understand The Mobile
Consumer Decision
Journey
2. Consumers add or
subtracts brands as they
evaluate what they want.
1. Consumers consider
initial set of brands based
on perceptions + exposure
to recent touch points.
3. Consumers select brand
at moment of purchase.
4. After purchase,
consumers build
expectations based on
experience to inform next
decision journey.
1
2
3
4
Source: The consumer decision journey | McKinsey & Company

8. • Understand the Path to Purchase
• Know Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign (Case Studies)
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

9. Understand
Your Consumer
to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

10. How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

11. How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

12. How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase
Source: Nielsen

13. • Understand the Path to Purchase
• Know Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign (Case Studies)
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

14. Generate Awareness
(BR)
Customer
Acquisition
Promote
Content/Apps
Why Do You
Want to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase?

15. • Understand the Path to Purchase
• Know Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign (Case Studies)
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

16. How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

17. Add Value to Consumer Decision
Journey
2. Provide informative search ads,
mobile friendly website and useful
apps that answer customer questions
1. Use rich media ad formats, videos
and immersive brand experiences to
increase brand awareness and
engagement
3. Use search, location based ads and
mobile functionality such as QR
Codes to target your audience in the
right place at the right time with the
right offer.
4. Enable social functionality to allow
your consumer to share positive
brand experiences and be ready to
respond to negative ones
1
2
3
4

18. Location
Local Rewards
Check-ins
Directions
Technology
Camera
Video/IVR
Motion
Touch Screen
Sharing Capabilities
Social Media (e.g.
Facebook, Twitter)
Networking (e.g.
BBM)
Leverage
Technology to
Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

19. Apple iAd
How AXA
Created
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

20. • Add convenience: Banking
apps let people pay their bills
online.
• Offer unique value: Retail apps let
commuters order groceries while
waiting for their trains.
• Provide social value. Apps on
Facebook and other sites let users
send gifts to friends.
• Offer incentives. Apps that
give away mobile minutes,
or check-in rewards can
entice customers.
• Entertain. Capitalize on popularity of
mobile gaming to build brand
awareness and engagement.
Use Apps to Build Awareness,
Engagement & Loyalty

21. How TESCO
Created
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

22. How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

23. Use Enhanced Campaign
Extensions for Better
Conversions:
 Offer
 Location
 Click to Call
Adjust Your Messaging
Based
 Device
 Location
 Time of Day
According to Google’s Surojit Chatterjee, Group Product Manager
of Global Mobile Search Ads, “When an advertiser uses click-to-
call ads with call extensions and location extensions, we see an
average CTR increase of 6-8%.”

24. Goals
• Promote T-Mobile
wireless phone plans
• Drive online users to
T-Mobile website and
store locator
• Drive mobile users
to visit T-Mobile stores
Approach
• Google mobile ads with location
extensions
• Mobile-specific ad copy
Results (1 month)
• Drove 162,000 users to company website
• Achieved 13% CTR from users clicking
through to store website from location
extension ads
• Generated 20,000 phone calls to stores in
one month
Google Mobile Ads

25. Use Free Tools
to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

26. Goals
• Drive awareness for
Volvo
• Increase favourability
for S60
Approach
• Partnered with Google and AdMob
• Incorporated video with an opportunity to
engage and interact
Results
• Measured a 240% increase in favourability
• Most consumers engaged for one minute
• Saw an 88% increase in purchase intent

27. Use Analytics
To Improve
Your Attention-
Grabbing,
Clickable Ads To
Simplify The
Path To
Purchase Even
Further

28. • Understand the Path to Purchase
• Know Your Mobile Consumer
• Define Your Campaign Objectives
• Create Your Campaign
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase

29. Questions?
How to Create
Attention-
Grabbing,
Clickable Ads
That Simplify
The Path To
Purchase