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Big Ideas, Small Screens: Making better ads and experiences for mobile

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Drew Ungvarsky, CEO/Executive Creative Director, Grow
#DMC2014

Published in: Marketing
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Big Ideas, Small Screens: Making better ads and experiences for mobile

  1. 1. Big Ideas, Small Screens Making Better Ads And Experiences For Mobile Drew Ungvarsky CEO & Executive Creative Director @growinteractive @drewyou drew.ungvarsky drew@thisisgrow.com
  2. 2. Big Ideas, Small Screens Charts! !!!
  3. 3. Big Ideas, Small Screens Like this one. (We’re using mobile more than desktop.)
  4. 4. Big Ideas, Small Screens And this one. (Marketing dollars are following suit.)
  5. 5. Big Ideas, Small Screens And this. (Fragmentation is redefining “mobile.”)
  6. 6. Big Ideas, Small Screens And these.
  7. 7. Big Ideas, Small Screens
  8. 8. Big Ideas, Small Screens
  9. 9. The The commonality connection between between all all devices devices What mobile can uniquely do The importance of context Big Ideas, Small Screens
  10. 10. Big Ideas, Small Screens The most important thing I’ve learned about digital marketing came from a 78 year-old man.
  11. 11. Big Ideas, Small Screens
  12. 12. Big Ideas, Small Screens ! Focus on People. Not technology. Know the toolbox inside and out, but don’t let it lead.
  13. 13. Big Ideas, Small Screens ! What mobile can uniquely do
  14. 14. It’s not the miles, it’s how you live them. -Volkswagen
  15. 15. Big Ideas, Small Screens Brief: Connect drivers to the brand and to the ‘VW family’, whether or not they’re already owners.
  16. 16. Big Ideas, Small Screens Insight: 52 minutes a day spent in cars by 44 million Americans, 76% alone.
  17. 17. Big Ideas, Small Screens Tech Toolbox: A background bluetooth pairing can tell us exactly when that white space starts and ends. We can then capture and amplify the value in between.
  18. 18. Big Ideas, Small Screens Creating Uniquely Mobile Experiences • Remember passive usage — it creates value when it’s not expected. • Consider the power of dynamic video (generated server-side). • For app-like experiences, touch responsiveness trumps everything. • Mobile-first means first for everything — concept, design, build, ads, etc. • Put your content on a diet. • If we don’t use them in all the wrong ways, beacons will become very useful.
  19. 19. Big Ideas, Small Screens ! The importance of context
  20. 20. Big Ideas, Small Screens Brief: Grow love for Madden 15 by tapping into NFL popularity.
  21. 21. Big Ideas, Small Screens Insight: 84% of smartphone owners owners watch TV with a second screen device in hand.
  22. 22. Big Ideas, Small Screens People often signal moments that matter when they grab a mobile device.
  23. 23. Thank You @growinteractive @drewyou drew.ungvarsky drew@thisisgrow.com Big Ideas, Small Screens

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