Mobile media summit LA April 2014
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1) The document discusses key ingredients for effective mobile advertising including native advertising, location-based targeting, and adding value. 2) Location-based targeting allows advertisers to serve ads at targeted locations and retarget audiences based on where they have been previously. 3) Native advertising follows the natural form and function of the user experience and has seen growth in social media. Honda and Levi's examples are provided. 4) The presentation addresses challenges around data ownership, accuracy, and privacy that must be overcome to realize the full potential of mobile data and advertising.
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Mobile media summit LA April 2014
- 2. 2 This used to be Mobile Advertising
- 3. There are hundred of different products and devices Mobile Today?
- 4. Doing thousands of different things 4
- 5. A day in the life of your mobile device 5
- 6. 6 2015 will be the first year with more searches on mobile devices.
- 7. It is not about getting impressions it is about getting a good impression 7
- 9. 1st ingredient: Native Advertising • It is a form of paid media where the ad experience follows the natural form and function of the user experience in which is placed. 9
- 10. Growth of Native Advertising in social Media 10
- 11. Levi’s-Flipboard Case • Taking advantage of digital magazines – Tied (targeted) to subscribers of Rolling Stones, Vanity Fair, Elle, Esquire and more… – It is a Flipboard within Flipboard – eComerce integration 11
- 12. Honda campaign on Zynga 12 • In 2013 as part of the campaign “It starts with you.” Honda/RPA launched a campaign on Zynga mobile games “Words with friends” and “Scramble with friends.” • The campaign made the mobile traffic to the Honda website overtook the desktop which usually is just 25-30%.
- 13. Location We cannot think about mobile advertising without thinking about location. • Serving ads at the targeted location: – There is even an opportunity of discovering a product within the store. • Location as a real-world cookie: – Ads using location services are not served at the targeted location. 13
- 14. 1. Serving ads at the targeted location 14 • Like the nearby options that Google maps offers. • There is even a possibility of discovering your product within the store.
- 15. Contextual Search • Works on data given to it by the users, such as their location and what they are doing to tailor search results to what the user will most likely be looking for. • The most important Internet companies are adapting to nail this. 15
- 17. 2nd Ingredient: Location as a real-world cookie • Retargeting audiences Based On Where They’ve Been, allowing us to better define an audience based on true intent, and re-target them any time after 1717 AUDIENCE: Fast Foodie TIME: 12:37pm, Saturday LOCATION: Food court, Morristown, NJ AUDIENCE: Fast Foodie TIME: 9:00am, Sunday LOCATION: Coffee Shop, Morristown, NJ 1. Define & Identify Target Audiences 2. Re-target Audiences at Later Moments How it Works 1. Identify target audiences based on where they’ve been 2. Re-target these consumers on a 1:1 level at other moments as they move throughout their day
- 18. 3rd Ingredient: Add Value 18 ELEKS App
- 20. OMD $50 Million with Facebook for Instagram • They will work together to build a new ad platform. 20
- 21. A Fundamental Connective Point 21
- 23. Mobile Data Works • Layers of relevancy to deliver customized communications • Can allow for real time insight into people’s everyday life • Ongoing focus group that is sharing their habits and behaviors 23
- 25. Mobile Data Fails • Ownership Management – Media vendors and tech vendors are already collecting data and using it as a selling/differentiation point – Brand interactions become category interactions and re-hashed as insights for competitors • Inaccuracy – With many touch points from ad call to ad delivery data errors exists • Privacy – Regulators have it on their radar but it is not a urgent mater yet… 25
- 26. Where Can We Start • Own the data • Take the data and use it across teams. – From research to execution – Optimization by devices • Learn from anomalies to tweak and build on insights 26
- 27. Amalgamation Investing in 1st Party & 2nd party data to help to deliver intelligent communications
- 29. 29 Thank You!
Editor's Notes
- This is not what we are going to talk about today.
- it is chaotic everyone has their own way to make it work the industry is changing The biggest players are trying to standardize it. Why is that?
- Mobile is a very personal device. Most of people confess they sleep or even use the restroom with their cellphones at arm reach.
- We as advertisers need to be nice and smart when using the device as advertising channel. We all have seen those annoying banners that you click almost unintentionally just because they are on your way.
- How do we get that good impression with all those hundreds of devices and product hanging around?
- Rather than freezing the experience, let’s get into the mobile experience, by showing up where the user wants to see the product, where they are looking for to see the ad
- As we can see the growth of the native advertising is aligned with the growth of the display. Which means that its popularity increases at the same rate.
- Traditional gatefold on magazines There was even an e-store within the app
- It is about integrating your ads in the natural flow of the mobile experience.
- How we use location capabilities.
- No Contextual advertising. – which is advertising placed according with the content of a webpage. Yahoo in partnership with Microsoft technology in Bing / I read this week how Yahoo wants to be the default search engine for apple mobile devices. Google with Google Now already embedded in all android devices Facebook with its new feature Nearby Friends trying to collect as much data as they can.
- How mobile search works? What actions trigger? 1st search aligns with use (slide 5)
- ELEKS is a software company. The thought that a way to sell theirs services is showing what they can do. Apps are a great way to promote your products or serving by adding value to users. The general population doesn’t percieve app as advertising. Create an application for Google Glass where they show what they can create.
- We can see those numbers on Facebook even higher on our pages
- Mobile is one touch point for one individual connected to the digital world