09.04.2014 Webit CEE Digital Summit, Sofia, Bulgaria Goal: "Addressing the mobility by tapping into human experience" http://www.webit.bg/index.php Short description: Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is? Marta Klepka will speak about mobile from the perspective of how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management. How to do that? By tapping into human experience...

1. Marta Klepka
CEE Digital Director Publicis Groupe |VivaKi Regional Lead
Addressing the mobility by
tapping into human
experience
Webit CEE, Sofia
09.04.2014

2. Source: Survey Monkey, WW clients attending ZO/PFX digital days, London Nov 13
But…why?
with
Participant
Marketing
Framework

3. Mobileexperience

4. =Humanexperience

5. Addressthemobilitybytappinginto
humanexperience

6. OTHER
10%
36%
43%
4%
3%
4%
Human-centricapproachtomobile
Consumers = Participants are
screen agnostics
Mobile = how people live their
lives in a busy, hectic, always-
on-the-go world

7. Addressing themobility
MOBILITY
Personali
sed
Always
on
Local
Motivating
Adaptive
Conversa
tional
Right message
Right time
Right place
Right stimuli
Agile
Sharable

8. Always on 1st mobile campaign for m-bank app
Educate customers and reach max downloads
Message focused on the accessibility of the
banking services via mobile (Android &iOS)
1st usage of slider banner in mobile
environment
Campaign reached 62% of internet population in
Bulgaria (incl. display ads)
Over 45k clicks
0.83% CTR (average CTR is 0.42%)
Challenge
Results
Actions
YOUR PHONE IS YOUR BANK
Source: ZenithOptimedia Bulgaria 2014

9. Local Significantly increase of sales of household
insurance via search campaign for Aviva Poland
Consumer research led to choice of timing
Focus on competitive advantages
Optimised for desktop, mobile and tablets
Click-to-call CTR higher 13,5% than standard ads
76% increase in no. of contact forms
The number of driven calls = no of completed
forms!
Challenge
Results
Actions
70%of mobile searchers
have used „the call
button”
Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013

10. Revive the interest and increase sales of
Queen’s juice by creating viral buzz around the
first mobile application for brand in Bulgaria.
Branded mobile versions of the most popular
email provider abv.bg & mobile ads on targeted
websites (leading to app stores)
Over 200k downloads and counting!
The only application made by advertiser listed in
Google Play top free suggestions in Bulgaria, no
4 local app on iTunes
Challenge
Results
Actions
Conversational
Source: ZenithOptimedia Bulgaria 2014

11. MobileslowlyprovesitselfinCEE

12. 0%
5%
10%
15%
20%
25%
30%
35%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013
CZ DK LV LT BG SK HU PL
31%
20%
12%
5,2%
Source: gemiusTraffic, gemiusRanking
Shareofpageviews
Mobiletraffic share
In 2014 for Bulgaria ~7% of local traffic was from
mobile and tablet devices
(*this is ONLY for sites tagged by Gemius)

13. 0%
2%
4%
6%
8%
10%
12%
Phones Tablets PC
Source: gemiusTraffic, working day, 2013, Czech Republic
Shareofpageviews
DailyusageofvariousplatformsintheCzechRepublic

14. MobileinternetandappusageinBulgaria
69.6% use
mobile
Internet
everyday
58.3% use
applications
everyday
71% use
Social Media
everyday
71% use
Social Media
everyday
Source: Pragmatica & Digitribe research December 2013; full report available http://digitribe.bg/

15. Wehavemobilestrategy,andyou?

16. Sharing
Internal Mobile Steering
Committee of Global
Experts
Mobile Matters Newsletter
for ZenithOptimedia and
Performics Clients
Education
Mobile Marketing
Association Members
Mobile Training Sessions
Best of
ZenithOptimedia and
Performics Mobile
Thinking and
Partners Resources to
make the Most out of
Mobile
Market
Profile
White Papers
Speaking opportunities
Case studies

17. Makemobileusefulandsetyourselfachievable mobile
KPIs
50%of campaigns
with mobile
component
Test
and learn
Mobile search
strategy
Owned mobile
assets

18. Thank You!
marta.klepka@vivaki.com
twitter.com/MartaKlepka
pl.linkedin.com/in/martaklepka