Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Moments 2016 - Ben Phillips - Media Com

Ben Phillips - Global Head of Mobile at MediaCom - Keynote Slides Mobile Moments 2016

  • Be the first to comment

Mobile Moments 2016 - Ben Phillips - Media Com

  1. 1. Mobile Fundamentals The new oil Ben Phillips Global Head of Mobile, MediaCom
  2. 2. 01 Be bolder with mobile You’d expect me to say this 02 Consumer Behaviour & Trends 03 Mobile is not just a handset Connected devices 04 Measurement is EVERYTHING Basics & Solutions
  3. 3. 01 Be bolder in mobile You’d expect me to say that
  4. 4. Complex, Fragmented Mobile Landscape is a Challenge
  5. 5. Copy and paste desktop strategies to mobile Source:MediaCom - BLINK
  6. 6. Marketers need to recognise that they are consumers too, and their behaviour – even if they are not the primary target group – should help inform what they do professionally. Source:MediaCom - BLINK
  7. 7. • Video is increasingly consumed on mobile. • 98% consumed in portrait. • 90% viewed on mute mode. • 94% people skip pre-roll ads. Vertical video had an 80% higher completion rate than the same copy in Landscape Video should reflect viewing behavior Think vertical, short & silent
  8. 8. In theory, Apple phones will tracks balances of your credit/debit cards, then target ads to you based on the information Apple have filed a patent to serve you ads based on what you can actually afford
  9. 9. 10% 11% 12% 13% 18% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Case Studies Research Accoutability / Effectiveness Better Stats More Knowledge      Source: IAB Mobile Hoop Survey IAB Survey: Top 5 things needed to promote mobile advertising
  10. 10. Mobile considerations BUSINESS OBJECTIVES COMMUNICATION OBJECTIVES UNDERSTAND YOUR AUDIENCE IDENTIFY MOBILE TOUCHPOINTS MOBILE WEB FUTURE TECHNOLOG Y MOBILE APPS SOCIAL INTEGRATIO NCROSS- MEDIA TOUCHPOIN TS OWNDEDPAID EARNED TRACK ANALYSE OPTIMISE 1. Define Goals 2. Research 3. Plot Presence 4. Fuel Sharing 5. Learn & Improve + =
  11. 11. 02 Consumer Behaviour & Trends
  12. 12. Everyone has found themselves in a situation like this…
  13. 13. *Actual digital team meeting …or like this*
  14. 14. The first generation to use mobile as their first screen is now approaching adulthood, and brands need to be able to connect and engage with what will be a highly influential group. Source:MediaCom - BLINK
  15. 15. Mobile is influential in every stage of the customer journey 1 2 3 4 5 57% Browse the internet or use apps on their phone everyday2 PASSIVE TRIGGER EVALUATE ACT POST Source: 1 Google – How Micro Moments Study Australia (June 2015), 2 MediaCom Pulse/Fairfax 68% Have used their phone to search for a product in store…1 66% …of them said the search helped them choose a different product1 91% of smartphone users turn to their phone for ideas while doing a given task1 59% sent a picture of a product to family or friends2
  16. 16. Four key moments of need… four key opportunities for brands I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY
  17. 17. Four key moments of need… four key opportunities for brands I WANT TO KNOW I WANT TO GO I WANT TO DO I WANT TO BUY WHEN DO CONSUMERS REACH OUT TO YOUR BRAND ON MOBILE?
  18. 18. Four key moments of need… four key opportunities for brands I WANT TO KNOW Curiosity Information Inspiration I WANT TO BUY Convert Product Info Facilitate Sale I WANT TO DO Content Instruction How To Info I WANT TO GO Consideration Connect To Physical Store Source: Google Consumer Surveys, Trends & Micro-moment data (2015)
  19. 19. 01 Mobile in not just a handset
  20. 20. Source: AOL 2016 There are 563M+Mobile Devices and Connections added in 2015
  21. 21. Wearables have the potential to automatically collect data & deliver payment solutions as you enter a store (e.g. based on previous purchase/usage) Wearables & connected devices will help to drive mobile payment
  22. 22.  Automotive apps  Enhanced dashboards  Steering Wheel, touch & voice controls  Maps, music, communication etc  Google & Apple partners  Audi, GM, Ford, Honda, Holden, Jeep, Mitsubishi, Nissan, Renault, VW, Mazda, Skoda, Subaru & Hyundai + others Connected Cars
  23. 23. Records brushing activity Warns if you’re brushing too hard or for long enough Tracks whether brushing habits have improved. Use your smartphone as a “remote control” to customize your brush to your needs Set your target session length & selecting your preferred modes. Oral B Smart Series Bluetooth enabled toothbrush
  24. 24.  Bovine Biometrics  Herd Management  Fertility notifications  Lost & Found  Pedometers  A recent report by Beecham Research suggests the IoT could be the key to helping the farming industry meet the challenge of increasing food production by 70% to feed the 9.6 billion global population expected by 2050. The Internet of Cows Source Mark Anderson the Equinox blog
  25. 25. 05Measurement is everything Basics & solutions
  26. 26. If You Cant Measure It You Can’t Improve It. Lord Kelvin
  27. 27. Complete Mobile Measurement Is Difficult, but not Impossible You just need the right Information & the right Partner
  28. 28. There are ‘only’ about 8 million possible chromosome combinations… Your app signature is more distinctive than your DNA 1M apps across App Store & Google Play 20 Average apps per person 410x1093 possible combinations of apps per platform x =
  29. 29. Thank you

×