Mobile brand and agency masterclass nyc slides

Mobile Advertising Snapshots.
In-app and mobile browsing advertising.

NY, February 7th, 2011

Agenda.

1 About Digitalsunray Media

2 Mobile Marketing: Market overview

3 advertising show cases

4 ADvantage: In-app and Mobile Browsing advertising

© 2012 Digitalsunray Media GmbH - Confidential 3

Digitalsunray Media.
mobile|creative|marketing|content|solutions

4

About Digitalsunray Media.

Structure Customers
Founded in August 2007
Based in Vienna, Austria
100% self financed
Team of 11 people
Network of freelancer
In-house development and co-
operation with external technical
partners

Mission Statement
Go mobile, Ad globile!


Service portfolio.

MOBILE & DIGITAL MEDIA STRATEGY CONSULTING

MOBILE MARKETING
MOBILE PRESENCE MOBILE COMMUNICATION
FULL SERVICE

MOBILIZATION, CONTENT- MOBILE CAMPAIGN-
APPS-, PORTAL - DEVELOPMENT, ADVERTISING MANAGEMENT
CREATION LISENSING & CAMPAIGN & MEDIA
& DESIGN & BRANDING CREATION PLANNING

DEVELOPMENT & HOSTING


Mobile Marketing:
Market Overview.

7

Stats US market.

© 2012 Digitalsunray Media GmbH - Confidential

Increased focus on display and rich media
as well as ad effectiveness.


High-value activities predominate among
smartphone and tablet users.

Smartphones Tablets


Mobile playing a key role at every stage of
purchase funnel.


Rich Media Ad Formats 2012.

Agencies will move away from animated gif’s to HTML 5 in
2012:
 Create involvement
 Create user interaction
 Enhance the experience
 Engage your audience
 Use Interactive Capabilities
 Virtual experience


Mobile Marketing campaign success
factors.

 Mulichannel ≠ Multiple Channels
 Think outside the box
 Innovate
 Simple ideas can be the best ideas
 Creative Quality matters
 Use free time to be useful
 Surf viral success
 Gamification: Play where people are


Mobile Marketing Showcases:
Rich Media.

14

Transformers 3: Mobile Rich Media campaign.

Paramount Pictures Germany:
• Expanded Rich Media Ad to promote the
movie "Transformers 3":
User clicking on banner transforming itself
to a puzzle on the whole display of the
smartphone: "Put together Bumblebee and
win 2 free tickets."
• After successfully completing the puzzle
redirect to Transformers 3 mobile microsite
including a trailer, spots as well as
wallpaper downloads and a price draw for
fan packages.


Apps.

16

Audi Q3: Interactive product catalogue.

Audi Q3 iSpecial App offering the user information all about the new Q3:
Movies around mobility, design and space, 360°views, a car-configurator as well as
technical data.


QR-Codes and Tagging.

18

Tescos: Anywhere, Any-Way Shopping.

Concept:
• Allow people to shop with their phones.
People should find Tesco Homeplus
wherever they are without having to go to
the brick and mortar store.
• Make good use of wasted times and enjoy
free time.
• Setting up displays where shoppers scan
QR codes for items they want and have
them delivered or pick them up in-store

Result:
• +76% of online members & +130% of online
sales
• Homeplus became N°1 in online grocery
shopping and very close 2nd offline


The World Park.

Concept:
• Create a museum in the park to create an
entirely different experience using QR
codes that gave access to other content
integrated into the context (including
History, pop culture, music & science).
• They also included elements of
gamification.

Result:
• unknown


Victoria’s Secret.


Social Media.

22

Mobile 2.0 campaign : MSF donation box.

Mobile:
http://mspende.msf.at

Splash/
Landing
page

Start Chose size
donation of donation
box

Send-to-
Friend


Choose products | amount & Confirm.

Progress
bar |
Product
added

Chose
among
different
products
Add more
products

Add to your
box

Donate now


Social Media: Post on facebook | Send2Friend.

Enter your
facebook
credentials

Shows
status
update on
facebook

Post on
facebook
account


Immediate status update on facebook.

Immediate status update:
…has filled a donation box for
"Ärzte ohne Grenzen"

Request to participate either
Online OR
Mobile


Augmented Reality (AR).

27

Wikitude AR ads.


ADvantage:
In-app and Mobile Browsing
Advertising.

29

Key Facts.

ADvantage is an innovative, rich media mobile advertising platform
specifically designed for in-app and smartphone advertisements enriched
with multimedia content far beyond the usual spectrum of typical mobile
advertising – simple, quick, flexible, adopted to personal needs.

Available platforms:
– iOS (iPhone, iPad)
– Android
– WebApps or Smartphone optimized mobile portals
Technology:
The ADvantage platform integrates the latest technologies, including HTML5,
CSS3, Ajax and Java Script and enriches the normal surfing experience with
many innovations, such as animations, videos in MP4 format, music and a lot
more.


ADvantage: Ad formats.

Sliding Banner Sticky Ads



Expandables & Overlays Preload Screen-Ads w/wo video



Context Sensitive Ads 360°Ads



Slideshow Ads Video Pre-roll and Post-roll Ads


ADvantage: Success factors.

ADvantage offers advertisers, publishers and users a new level of direct,
interactive and multimedia communication on mobile devices.

ADvantage is specifically developed for advertising placements within
applications and mobile portals with all rich media features happening within
the advertising format.

ADvantage looks like an ordinary mobile banner. A click on the banner opens
the format as a layer over the smartphone screen. Among other things,
picture shows, videos, wallpapers, 360 degree views, couponing offers and
social media integration can be part of the advertisement. User exit the
advertisement and return to the app or mobile portal by simply pressing the
close-button.


Mobile combining all media.


Key Facts.

 Rising number of smart devices and mobile web adoption
Marketers must align their strategies with the growing sophistication of
mobile devices as well as consumers’ new usage behaviors.
 Mobile marketing is no longer a question of 'if'
Mobile must be a permanent fixture in marketers’ digital strategies.
 Mobile advertising evolution following the desktop.
Rich media display and search are emerging as dominant mobile ad
formats with overall mobile ad spendings trending sharply upward.
 The future of mobile is all about sophistication.
More capable devices, faster networks, savvier mobile consumers and
richer experiences have to be taken into account.
 The future of mobile marketing will be Social Local Mobile (SoLoMo).
Social and location-based marketing, ie. the most successful marketing
messages will combine relevance and location with the right timing.


gerhard.guenther@digitalsunray.com, +43 676 433 42 40
Digitalsunray Media GmbH, Otto-Bauer-Gasse 6/2, 1060
Vienna, Austria

Mobile strategies

Revenue
Brand Strategies
Strategies

Retention Differentiation Experience Acquisition Monetisation

Accessibility Expectations Immediacy Lower CPAs Mcommerce

Greater usage Comp advantage Better service Greater returns New rev streams

Once you’ve invested in
creating your mobile
properties and presence,
how do you maximize their
success?

Mobile activity process

How could Mobile How can we best
Business and
be used to help engage with our
Marketing
achieve these audience in
Objectives
objectives? mobile?

The Role of
Mobile strategy
mobile

What is the most
What is the How can we
effective way of
mobile activity maximize
delivering the
achieving? Mobile‟s
strategy?
effectiveness?

Campaign Mobile
Mobile delivery
evaluation development

Maximising Mobile Success
Mobilizing existing activities Activate Mobile Marketing
ATL advertising Mobile Search
Fixedline search Display Advertising activity
Instore/promo material SMS/MMS marketing
Existing CRM HTML5 mobile Activity
Email marketing Mobile video/prerole
Fixedline Display/Behavioral Appstore/marketplace presence
Sponsorships Mobile SEO
TV Advertising Carrier partnerships
Website Mobile email marketing
Partnerships
VOD

Key tools for maximising success

Effective
Tracking Creativity Planning
and Buying

The Right Tracking
Msite
Publishers (CPM)
Optimization

Banner/ Tracking Banners
HTML Ad Unit Networks
Bannerclick Time of day
Network Day of week
Networks (CPC) Publishers Publisher
Coded Publisher groups
publishers
Application App downloads

Events
Section Virtual CPA
Carriers searched Behavioral groups
(CPC/CPM) Actions taken Usage
Location H/M/L Usgae
Activity Usage
Retargeting

The advantages of YSDK

Fully
trackable Plan on
through to virtual cost
conversions per
iOS and
acquisition
Android

In app event Conversion
reporting attribution of
web to app
and app to
web

Rich Media Advertising Effectiveness

Smartphone
Users are 50%
Ad awareness
more likely to Increased By
recall an 25% For
expandable expandable
banner banners
Source: IAB UK

Multi Banner HTML5
Expandable

Rich Media Capabilities
SHAKE & TILT ANIMATION
FACEBOOK
Accelerometer control for Fluid automation engine with
Post to wall on Facebook
engaging experience / games high performance sequencing

TWITTER 360 Degrees
Post status update to Twitter Product Rotations &
Panoramas

DRAG & DROP IMAGE GALLERY
UI for puzzles, builders and Tactile galleries with
more thumbnails & downloads

SMART DAYPARTING
SOUND BOARD
Creative or offer varies by
Tap to play sound immediately
time of day

COMPLEX ANIMATIONS Mapping FORM CAPTURE
Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox &
more 60
form validation for lead gen
with option for branded pins

What can Yodelmobile provide?

The most cutting edge HTML5 Ad Creation
service

Build Once, Run Everywhere
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers

61

Creative Banner delivery - HTC

Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns

+13%

+16% +24%

+76%
+58%
+44%

1) Sample includes hundreds of mobile display campaigns
Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09

Mobile Drives Response
Conversions Click Through Rate Cost Per Acquisition

+80% -15%
+43%

Separating out mobile campaigns from desktop drives
significant performance gains

Source: Google internal data,
65

The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
5. Mobile advertising doesn‟t have to be
simply banners
6. Buy effective prices not the cheapest

ACTIVATING THE “CONTEXT”
IN
CONTEXTUAL COMMERCE

An Overview from mBlox
for Brand/Agency Masterclass

Contextual Commerce

• Definition
– A monetization practice where the content
environment pre-qualifies the end-user as being
more likely to purchase a product or service
• Benefits
– Offers high density of prospects…low waste
– Can be much more efficient
– Offers consumer insight and a meaningful
foundation for brand engagement

Mobile‟s Role in Contextual Commerce
• Uniquely capable of realizing relevance with
the consumer
– Mobile device is the “lifestyle remote control”
– Capable of robust, brand-to-one connectivity
– Adds dimension to the “context” of message
consumption
• Making mobile more “relevant” for the brand
– Break through the clutter
– Access: 44% of all media consumed out-of-home
• Creates a “proximity to the consumptive decision”
– Builds greater understanding of consumer behavior

Putting Mobile‟s Relevance in Motion
• Nearly 95% of sms messages are read
– 70% in less than five minutes from receipt
– Achieves greater sales lift, sales velocity and campaign
efficiencies
• Mobile coupons deliver superior redemption rates
– Not uncommon to achieve 30-40% redemption
– 10-times direct mail or newspapers
– 3-times online coupons
• Contextual commerce conversion comparisons:
– TV: .01% to .5%
– Web: .5% to 1.5%
– Mobile: 5% to 10%

Understanding the Challenges
• Key indicators show Mobile‟s Brand-to-One
connectivity is NOT being taken advantage of…
– Average life span for an app is between 5 and 28 days
– According to industry sources, 90% of all apps are opened
only once
– The “engagement variable” of the % of downloaded apps that
are “active” is somewhere between 5% and 10%
• When was the last time any brand was happy with
being “relevant” to only 10% of the once-engaged
customers?
• Can we set the bar any lower????

Mobile‟s Opportunity for Brands
• Capitalize on Mobile‟s unique ability of greater
contextual intelligence
– Mobile can target demographics, psychographics, and even
geographic proximity…
• Target and Refine
– Can trigger by geo, by time…
– Can “wipe” whatever is pushed out…
– Control the channel of content delivery…limit taxation of data
plan and battery charge…
– With the right architecture – cloud to handset – apps can be
refreshed on the fly…no inefficiencies of re-launching…
• Deliver…
– Meaningful, Sustainable, Monetizable Relationships
– Importance of strategy and analytics
• Realizing Near-Real-Time Relevance

Mobile and Brands
• Be Relevant
– Data/analytics key to maintaining a meaningful consumer
relationship
– “Value” is the ultimate currency in establishing consumer relevance
• Be a Complete Brand
– Reinforce all brand properties…not just sales/deals
• Activate “Context
– Not just who the target is…and what the message is…BUT where
they are, where they have been, and where likely to go…
– Deals and offers need to be relevant
– Use Lat/Long/ Radius…even Lat/Long/Radii…
• Push can be Powerful
– Richest of content can be distributed through controlled wifi
channel
– Major “rich” events can be pre-loaded on the app for friction-less,
ubiquitous viewing when launched by time/geo trigger…
• Make the Consumer feel Special

Critical to Remember
• Goal
– Getting the consumer to transact is not the goal…
– The goal is getting the consumer to transact…AGAIN
• POS versus POC
– Point of Sale is important, but do not get caught up in the
technology…it is the value that is critical
– POC is even more important…Point of Consumer…get them
when they are near…
• The Road to Relevance
– Lifestyle pertinence is the ultimate portal to connectivity
– Value can morph a connection into an engagement
– Offering Value with Frequency…and engagement can build to
trust
• The Right Mobile Strategy Takes You There

mBlox: Powering Mobile Commerce
• Core business of mobile messaging and
payments
– Sits between the transacting brand and the
consumer 5 billion times annually
• mCommerce innovation suite dedicated to
next-generation engagement
– Hyper-local behavioral intelligence offers “context
on steroids:”
• not just who you are and where you are…but where you
have been…
– Heightened handset functionality
• Rich content push, campaign targeting and management

Rio Launched 20th May 2011 on Android
and
October 1st 2011 on iPhone / iPad

The Brief
• Give Rio fans around the world access to exclusive
content
• Deliver content to fans for free; control download of
rich data through WIFI channels
• Build two-way communication between Rio & his fans
• Develop mobile as a retail channel
• Enable social engagement
• Create a marketing community

In-App stats – demonstrates
high social engagement
• Average views per video clip is over 4
– Can be as high as 7-plus
• Most devices watching new video releases
• Average view length approaches 1:00
• Now over 100,000 downloads
• Active downloads near 50% of total universe

And we know each individual
response and can communicate on a
region, country, city, town or person
basis

Summary
• Brands should consider not just the content…but the
context…for maximum return
– Relevant messaging commands greater engagement
– Heightened contextual intelligence offers best chance for
ROI…with emphasis on the “Return”
• Lift in sales, redemption, average ticket price…
• Impact on sales window with velocity of mobile…
• Measure “Active Universe”
• Campaign refinement is an ongoing opportunity
– Mobile events are measured in clicks and views with lat/long
attached…valuable data…
– Views have timestamps…the beginning of “engagement
measurement”
• The goal: Real-Time Relevance with your audience

THANK YOU!

David.Williams@mblox.com
#mbloxglobal

10 rules for leveraging the mobile
channel

About Golden Gekko
Who we are and what we do.

84

About Us

Cross platform specialists since 2005
Team of 130+ people across 5 countries
+400 apps in the past 12 months

+ + +

Your business is here… And Here And also
here… too… here.

85

About Us

More than 200 brands and agencies have put their trust in us.
86

Portfolio

National Guard
Drop Defender! the new 3D
AR game by the US Army
National Guard
Augmented Reality is the concept
of superimposing virtual content
(such as rich 3D graphics) on top
of a view of the real world as seen
through your phone's camera.
Fly your helicopter through an
immersive 3D environment as you
take the lead on an exciting rescue
missions.
Just download the AR marker and
play!

87

Portfolio

VW Passat Mobile Web

88

Portfolio

Mango MNG
for iPad & iPhone
Look, Style, Shop.
300.000+ iPhone downloads first three months

For Mango and in collaboration with Vasava.

Features
Updates on collection and new releases
Peek previews on new arrivals
Browse the Mango collections
Mix & Match - Dress up a doll or yourself
by taking a picture of you then drag & drop
clothes onto your body.
You can rotate and resize the clothes
Share your image via email
Add items to wish list to save favorites
Exclusive discounts and promotions
Add items to shopping basket and buy
Store locator
Social sharing on Facebook or via email

89

Portfolio

O2 Priority
Moments
Priority Moments is a clever
new mobile service just for
O2 customers.
It brings you great nearby offers and
experiences exclusive to O2, with a
handful picked from the best already
in the market - from some of the UK‟s
most well-loved brands.
Launched in July 2011.

90

Portfolio

BAA Heathrow
Airport Guide
Everything you need
for an easy journey
to and through
Heathrow.
Live flight tracking.
Notifications of flight
status updates.
Interactive terminal
maps.
Travel planning tools,
security guide.
Shop and restaurant
listings and more.

91

Portfolio

Malibu Island
Bowling
Mobile game to promote
Malibu‟s Coconut and Melon.
Game launched and available in the USA and
Canadian AppStore with over 8M downloads
80% of users played multiplayer with a friend
promoting the game further
Features:
Malibu branded bowling game
User bowls against Malibu bottles
Modes for one and two players
Selection of the ball (coconut or melon)
Selection of game background (one of five)

92

10 rules for leveraging
the mobile channel

93

10 rules for leveraging
the mobile channel
1. What do you want to achieve?
2. Get the whole picture
3. Be relevant
4. Be yourself
5. Pick the right platforms
6. Usability
7. Ubiquity
8. Uniquely Personal
9. Mocial
10. Don‟t hide the app

94

1. What do you
want to achieve?
Examples...
Mobile app as part of a branding strategy to
help position the make
A tool to raise awareness of an upcoming
release or the launch of a new brand
Create a new sales channel to reach
customers and drive sales
Mobile app as an extension for an existing
service
Drive footfall to a brick and mortar store
Engage customers at the POS and enhance
the in-store shopping experience
95

2. Get the whole
picture
Mobile isn‟t standalone
Interlink between channels.
Let channels “play” with each other, the more
interaction, the more engaged the customer

Cross-promote throughout all channels.
Use NFC, QR Codes or links to connect mobile with
OOH Media, Print or TV and vice versa. Create and
benefit from synergies

96

3. Be relevant
Follow the user‟s journey and
detect potential touchpoints.
Fit the audience
Provide a reason to download your app
Exclusive content
Discounts
An app needs to be maintained
Take advantage of updates

97

4. Be yourself
Don‟t chase the latest buzz
just to be cool
Work from your values, your positioning
and your message
Create a logical connection between the
app and its functionalities.

98

5. Pick the right
platforms
Not everyone has an iPhone or an
Android. Not even a smartphone.
The audience will tell you everything you
need to know
Get the basics right (so yes to a mobile site)

99

6. Usability
Make people love your mobile
presence.
Mobile is not Online. It‟s not just another
digital screen
Smaller screen. Longer loading times
User journey needs to be well thought out
Transaction need to be simple, yet secure
Navigation through voice- recognition
should be taken into account

10
0

7. Ubiquity
Mobile goes everywhere
Take advantage of “anytime, anywhere”
The bridge between the individual and
everything around them, virtual or real
Create time pressure to boost mobile sales

10
1

8. Uniquely Personal
Respect the user‟s choice
Never assume that the user wants to be
open with you
Users are willing to share information, but
on their terms
Ask permission. Always take the opt-in route
Reward them for joining in

10
2

9. Mocial
Mobile is inherently social
Most users are logged into Facebook
Create fast login/ sign up through social
networks
Enable and encourage sharing
Provide content that encourages sharing
Let your fans do the publicity

10
3

10. Make your mobile
services easy to find
Mobile apps and websites don‟t
market themselves
If no one knows you have a mobile
presence, no one will download your app or
access your mobile web
Promote mobile through other channels
Make mobile part of „The Marketing Plan‟
Give incentives for downloading your app
and promote them

10
4

Miguel Banuelos
Director of Accounts

email mb@goldengekko.com
mobile +1 917 972 1985

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