Integrating Mobile into a Broader Advertising Campaign

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Integrating Mobile into a Broader Advertising Campaign- Michael roth

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Integrating Mobile into a Broader Advertising Campaign

  1. 1. Michael RothMobile World CongressMobile World Congress Chairman & CEO, IPG Chairman & CEO IPG February 15, 2010
  2. 2. 1  // About IPG1 // About IPG2  // The Mobile Opportunity3  // Mobile Now a Part of Every Campaign3 // Mobile Now a Part of Every Campaign
  3. 3. Global holding company – one of the world s largest Global holding company – one of the world’s largest providers of advertising and marketing services 4,000+ clients | 80+ operating units | 100+ countries , | p g | $6+ billion revenues | 41,000 employees
  4. 4. Major Operating BrandsMajor Operating Brands Premier global network, industry’s  largest provider of integrated  marketing campaigns Modern global agency model  combines accountability with  bi bili ih creativity under single P&L High‐value ideas in high‐growth  Hi h l id i hi h h markets
  5. 5. Major Operating BrandsMajor Operating Brands Two global media networks and a  spectrum of media companies p p Best‐in‐class marketing services  providers, including public relations,  providers, including public relations, experiential & sports marketing Exceptional digital specialists
  6. 6. World Class Marketing ClientsWorld Class Marketing Clients
  7. 7. 1  //  About IPG1 // About IPG2  // The Mobile Opportunity
  8. 8. GLOBALLY, CONSUMERS ARE SPENDING LESS TIME WITH MASS MEDIA… Such as print, analog TV and radio 9
  9. 9. … AND MORE WITH TARGETED AND INTERACTIVE PLATFORMS Such as gaming, digital TV, mobile and social media 10
  10. 10. TODAY, MARKETING MEANS A PERSONAL PURCHASE JOURNEY… Experience  &  Influence  / consumer generated SOCIAL OPINION SITES VOD NETWORKING DVR BRANDED ENTERTAINMENT VIRTUAL WORD OF WORLDS MOUTH PODCASTS WIDGETS SMS BLOGS SEARCH ONLINE GAMING MOBILE SEEDING WEBSITE Purchase RETAIL WEB VIDEO NETWORK TV NEWSPAPERS IN‐THEATER MAGAZINES RADIO WEB PORTALS MASS TRANSIT CABLE TV BILLBOARDS Persuasion / marketer generated 11
  11. 11. WHICH REQUIRES A COMPLEMENTARY MEDIA MIX • Traditional advertising → Unrivalled emotional impact → Massive scale and reach → Measurement a challenge • Digital marketing → Interactive engagement Interactive engagement → Where consumers spend time today → Highly measurable Highly measurable • Mobile campaigns → All that digital does… → PLUS deliver the right message, at the right moment, and with  geo‐targeting, at the right PLACE geo targeting at the right PLACE 12
  12. 12. MOBILE – READY FOR PRIME TIME• It’s the remote control… for life f f• Supremely personal device that’s always on• Yet 5 billion mobile subscribers on earth! First opportunity for advertisers to reach  consumers on a massive scale with a  consumers on a massive scale with a targeted message, on a trusted device 13
  13. 13. AND MOBILE MARKETING IS GROWING FAST Global mobile advertising spending & growth, 2009‐2016 8,000.0  40.0% Millions and % growth 7,000.0  35.0% 6,000.0  30.0% 5,000.0  25.0% 4,000.0  4 000 0 20.0% 20 0% 3,000.0  15.0% 2,000.0  10.0% 1,000.0  5.0% 0.0  0.0% 10E 11E 12E 13E 14E 15E 16E 09A 201 201 201 201 201 201 201 200 Millions (constant USD), left axis Year over year % change (right axis) Source: Magna Global
  14. 14. CAPITALIZING ON THE RISING TIDEOF MOBILE MARKETINGIntegrating mobile into all advertising means those of us in this  room, as well as the consumer, can win… operators … but it requires collaboration,  trust and innovation marketers agencies 15
  15. 15. 1  //  About IPG1 // About IPG2  // The Mobile Opportunity3  // Mobile Now a Part of Every Campaign3 // Mobile Now a Part of Every Campaign
  16. 16. MOBILE WILL BE THE CONNECTIVE TISSUE • Increasingly has the ability to link together all  media experiences for the consumer • Bridges the physical and digital worlds Bridges the physical and digital worlds • Key component of all integrated campaigns 17
  17. 17. “PRICELESS” CAMPAIGN: THE BILLION DOLLAR IDEA “ There are some things money cant buy.  For everything else, theres MasterCard. ” 18
  18. 18. MARKETING THAT BECOMES A UTILITY • People are demanding of their  p g mobile experiences • You’ve only got one shot with them • We must deliver the “super useful” We must deliver the  super useful 21
  19. 19. Small Screen Can  Small Screen CanDeliver Giant ResultsDeliver Giant Results
  20. 20. Michael RothThank YouThank You Chairman & CEO, IPG Chairman & CEO IPG February 15, 2010

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