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The Future of Advertising in the IoT

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The Future of Advertising in the IoT

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The Future of Advertising in the IoT

  1. 1. Engaging Consumers in “Connected Moments” Brian Wong, CEO & Founder Kiip iMedia Breakthrough Summit, Austin, TX
  2. 2. The Kiip Story Inventing a New Metric: Innovation Around Moments The Connected Generation And Why Moments Matter Case Study: Taking CSR And Making it “Connect” What’s Next in Moments 1 2 3 4 5
  3. 3. Engaging consumers in everyday moments.
  4. 4. Making Moments is Simple Event Context MOMENT+ =
  5. 5. Meanwhile, developers logged 2 BILLION moments with Kiip 3,500apps 150 milliondevices globally 35 million registered users 700+ million moments We sought to power every moment on the planet.
  6. 6. MomentsMoments Media Conversion CRM/Loyalty Data Moments are a Hybrid Metric: Data + CRM + Media
  7. 7. Inventing a new permission.
  8. 8. Biometrics to measure efficacy.
  9. 9. © 2014 IPG Media Lab. Proprietary & Confidential Measuring Moments in Real-time 11 -14 -9.5 -5 -0.5 4 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 Valence Quarter Seconds of App Usage Valence Measure During App Usage App Usage Moment of Achievement Reward Post-Moment Excitement Achievement Anticipation
  10. 10. MOTION HEART RATE SKIN PERSPIRATION TEMPERATURE PHYSIOLOGICAL / NEED-STATES = It soon dawned on us that connectivity was very powerful & had moments, too.
  11. 11. The Connected Generation
  12. 12. Always-on, low loyalty, high choice, on-demand. The “Connected” Generation.
  13. 13. A bit of new, a bit of old.
  14. 14. The Notification Economy TAPPING INTO CONNECTIVITY
  15. 15. moment moment moment transaction transaction transaction moment moment moment moment moment momentLetting the connected generation live their lives. Rewards don’t define behavior, behavior should define rewards.
  16. 16. Not another screen: a new moments source.
  17. 17. CONNECTED MOMENTS OUT OF GAS INCREASED HEART RATE HIT CALORIE INTAKE GOAL SLEPT 8 HOURS EXERCISED 30 MINUTES IDLE AT DESK FOR 30 MINUTES FRIDGE EMPTY SICK VACUUMED TWICE READ 10 PAGES RUNNING IN THE RAIN LOWER ENERGY USAGE FOR HEAT MORE THAN 15 MINUTES FOR PARKING
  18. 18. Case: Campari & Kiip
  19. 19. Creating Meaningful Connections
  20. 20. Problem: CSR = Boring
  21. 21. Brunch Happy Hour Summer FridayGirls/Guys Night Out Increasingly Busy and Connected Consumer
  22. 22. Solution: Do Something About it, “in the Moment” Mindshare + m/SIX
  23. 23. ✓ Mixing drinks and cocktail recipes ✓ Setting your playlist for a night of fun ✓ In the grocery store before a night out ✓ You’re planning brunch ✓ Leveling up in your favorite drinking games ✓ Checking off your to-do list before the weekend ✓ You meet a potential new date ✓ Someone is looking into events or buying tickets Sample Moments…
  24. 24. Here’s a reward for Unlocking an Achievement
  25. 25. 21%engagement *including age-gating
  26. 26. SKYY Results Here’s a reward for Unlocking an Achievement 48% Lift Brand Consideration vs. competitors 21% Avg Engagement Rate 4x Higher Redemption Rate vs Kiip Average
  27. 27. Alcohol Consideration: Brand Study 0% 19% 38% 56% 75% SKYY Smirnoff Absolut Svedka Tito's 12.2% 23.1% 41.5% 32.7% 51.7% 19.0%16.4% 43.4%43.4% 35.0% Control Exposed Key Insights: Vizu Brand Study Survey Results 0% 15% 30% 45% 60% 52% 35.0% Control Exposed Lift: 47.9% Overall Performance lift in product consideration 48% Diff: 16.7% Diff: 6.8% Diff: -1.9%Diff: -10.7% Diff: -6.8% “Which of the following vodka brands would you consider trying?” Control n=147.0 Control n=226.0
  28. 28. Audience Definition Moment Definition Value Exchange (CSR) CRM Capture In-the- moment Content Re- engagement (experiences) MOMENTS-BASED CRM The Way Forward...
  29. 29. Taking it To the Next Level
  30. 30. Depicted: Chris Dancy
  31. 31. Meanwhile, developers logged 2 BILLION moments with Kiip 2015: THE MOMENTS GRAPH
  32. 32. MORNING AFTERNOON EVENING LOGGED workout MAKES playlist FINISHES to-do list ACHIEVES high score WATCHES new show REVIEWS new recipe APP MOMENTS OWNED (FIRST PARTY) Product Moments Converted to Digital! Moments/ Interaction Audit! Moments Mix! Rewards/Content Mix! Feedback Mechanisms Established! Moments A/B! Find Your Moments CONNECTED MOMENTS
  33. 33. CONNECTED MOMENTS OUT OF GAS INCREASED HEART RATE HIT CALORIE INTAKE GOAL SLEPT 8 HOURS EXERCISED 30 MINUTES IDLE AT DESK FOR 30 MINUTES FRIDGE EMPTY SICK VACUUMED TWICE READ 10 PAGES RUNNING IN THE RAIN LOWER ENERGY USAGE FOR HEAT MORE THAN 15 MINUTES FOR PARKING
  34. 34. brian@kiip.com twitter.com/brian_wong www.kiip.com brianiswritingabook.com kathleen.schuart@campari.com

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