Julie Bernard presentation at DAS October 2016

1. JULIE BERNARD
Chief Marketing Officer, Verve
THE RISE
OF MOBILE
PRODIGIES:
MILLENNIALS, GEN Z
AND THE FUTURE OF
MOBILE MARKETING

2. MOBILE
PRODIGIES –
EXPERTS WHO
HAVE NEVER
LIVED IN A WORLD
WITHOUT MOBILE;
THEIR DEVICE IS A
PART OF THEIR
PERSONAE

3. MOBILE
PRODIGIES –
SHAPING
OUR
INDUSTRY
EMBRACING
THE APP
ECOSYSTEM
GRANTING
PERMISSION WITH
RELEVANCE
DEMANDING
INNOVATIVE
CONTENT

4. EMBRACING
THE APP
ECOSYSTEM
THE APP ECOSYSTEM IS ALIVE AND
VIBRANT
• 95% make purchases in-store based on ads
seen on mobile device
• Mobile is primary screen for 56% of users
at home when starting a shopping search
• 61% buy in-store based on a mobile ad, at
least monthly
• 60% download 1 or more apps weekly; 5 - 6
per month

5. DEMANDING
INNOVATIVE
CONTENT
THE TIME TO REINVENT MOBILE
CREATIVE IS NOW!
• Essential to grabbing attention
- Appealing aesthetic design
- Non-intrusive
- Functional
- Fun and imaginative
- Predictive personalization
• Content that compels, engages and dovetails
contextually with what they are doing at that
moment
• 42% click on an ad when we get creative right

6. 3D Cube Smart Rise Video Canopy
HI IMPACT DOES NOT MEAN INTRUSIVE

7. 3D Cube

8. Smart Rise Video

9. Canopy

10. GRANTING
PERMISSION WITH
RELEVANCE
DATA PERMISSION IS GRANTED
THROUGH RELEVANCE AND REWARD
• 80% expect tailored ads, recognizing
location, interests, hobbies, habits
• 77% prefer ads customized to current
activity
• 71% prefer ads customized to their
location
• 60% will share sensitive data when
presented with more relevant content

11. EMBRACING
THE APP
ECOSYSTEM
GRANTING
PERMISSION WITH
RELEVANCE
DEMANDING
INNOVATIVE
CONTENT
MOBILE
PRODIGIES –
SHAPING
OUR
INDUSTRY
WHITE PAPER DOWNLOAD:
WWW.VERVEMOBILE.COM/MOBILEPRODIGIES