Breakfast & Brains May 2013- Simon Andrews
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The document discusses making mobile video effective and the $50 billion global mobile video market. It provides examples of a brand that used ringtones as a marketing tool to build a database of engaged customers and drive down costs per sale. The document also provides data on visits, downloads, and interactions from a marketing campaign for Howard's Home. It emphasizes encouraging targeting-driven and integrated creative mobile content.
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Breakfast & Brains May 2013- Simon Andrews
- 1. ! Private & Confidential – Copyright Addictive Ltd 2011! HOW DO WE MAKE MOBILE VIDEO EFFECTIVE?!
- 2. ! Private & Confidential – Copyright Addictive Ltd 2011! $50bn Globally – Threat or Opportunity?!
- 3. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 4. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 5. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 6. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 7. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 8. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 9. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 10. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 11. ! Private & Confidential – Copyright Addictive Ltd 2011! • First brand to use ringtones as a marketing tool • Built 50K permission based database of engaged customers • Drove the lowest cost per sale of any channel
- 12. ! Private & Confidential – Copyright Addictive Ltd 2011! Data generation – Howard’s Home! • 35k visits! • 37k downloads! • 13k ring tones! • 13k viewing TV ad! • 9k played Howard's game! • Cost per visit 1.07! • Cost per download 1.02!
- 13. ! Private & Confidential – Copyright Addictive Ltd 2011! Integration is more than matching luggage!
- 14. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 15. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 16. ! Private & Confidential – Copyright Addictive Ltd 2011! Encourage targeting driven creative! Action! Context! Location! Data! Big Idea!
- 17. ! Private & Confidential – Copyright Addictive Ltd 2011!
- 18. ! Private & Confidential – Copyright Addictive Ltd 2011! simon@addictivemobile.com! mobilefix@addictivemobile.com! @addictivemobile! It’s time to! experiment!