StumbleUpon Mobile Advertising Webinar Recap - Oct 2012

•

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On Wednesday, October 10th, StumbleUpon hosted a free webinar sharing some key insights about capturing the mobile audience. Focused on strategies for creative directors and media planners/buyers, the webinar discussed: + Optimizing content layout and selection given limited screen real estate + Providing a seamless experience using the in-flow advertising approach + PSY's dance moves in 4 simple steps

Technology

OP OP OP Mobile
Advertising!
!

#SUGangnamStyle!

Jack Krawczyk ! Rishvika Kumar!
! !
Head of Monetization! Marketing Associate!

October 10, 2012

Todayʼs PSY* Lessons!

op State of Mobile!
!
!
op The User Experience Equation!
!
!
4 Steps to mobile advertising
op
#SUGangnamStyle!

* PSY is in no way / shape / form endorsing this…
ofﬁcially!

PSY: !
Dress Classy,
Dance Cheesy!

Mobile: !
Big Reach,!
Personal Touch!

24%!
% trafﬁc from mobile!

2%! 11%!
2010! 2011! 2012!

Itʼs not a fad.!
!
Mobile is growing
everywhere.!

PSY: Noble at day time, crazy at nighttime!

Mobile: Used on the go, used only by you!

Mobile is more of a
personal connection.!

Thatʼs why we believe
in native monetization.!

Native Advertising!

Advertising that
integrates with the native
use case of the platform.!

What do people

do on their

mobile devices,
anyway?!

“Weʼre now seeing trafﬁc at rapid
rates where users are moving to
mobile, so we have to take
advantage.” !
!
Solmon Masch!
Director of Mobile Sales & Strategy, Time Inc. !

The Bottom Line!
!
Optimize your  
ad campaigns for
mobile devices!!

So, what can advertisers do to
effectively reach a mobile audience? !
op

op

op

Mobile Advertise
#SUGangnamStyle!!

PSY: !
A guy who seems calm  
but plays when he plays!

Mobile:  
Advertisements must
be seamlessly
incorporated into the
user experience –
within the ﬂow of
accomplishing the
tasks at hand!

Psy taught
Britney Spears,
and now  
itʼs your turn. !
!
Ready?!

PSY:  
Put your sunglasses on!
#1! Mobile: !
Get your ad ready!

#2!
PSY:  
Do the cowboy!

Mobile: !
Use rich visuals to make sure  
your content stands out!

#3!
PSY:  
Ride the horse!

Mobile: !
Once your grab the
audienceʼs attention,
youʼve got to keep 
them engaged!

#4!
PSY:  
Grand ﬁnish!

Mobile: !
Provide the user with 
a seamless experience!

Q & A!
#SUGangnamStyle!
!
Follow Us:!
@PaidDiscovery!
@StumbleUpon!
@JackK!
!

The key to building native advertising products is to understand the context with which people use your service. At StumbleUpon, we wanted to better understand how people are engaging with content that they consume with the people in their lives. Key Takeaways: + You need to determine whether your customer engages with your brand via a deep personal connection or a light weight quick interaction. + Shopping, Automotive & Financial are the least "social" verticals and tend to skew toward intimate interaction. + Humor, Tech & Music are the most social media friendly categories, primed for lightweight social interaction. + TV has the weakest connection toward social media discussion, though content discovered via social media drives offline interaction. + YouTube, Sports websites, and StumbleUpon inspire the most communication among friends in both online and offline worlds.

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The New York City Media Lab hosted an event on April 11, 2012 highlighting innovations in Social Advertising. StumbleUpon's Jack Krawczyk talked about how the brand opportunity in social media is becoming one with the content experience. To become part of the content experience, brands must focus on presenting their content in a manner which is native to the underlying user experience. For facebook: drive to stories which are published by friends. For StumbleUpon: drive to web pages. Both are inherently native to their respective products and drive strong results for brands. To learn more, chat with Jack: @JackK

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StumbleUpon Mobile Advertising Webinar Recap - Oct 2012

1. OP OP OP Mobile Advertising! ! #SUGangnamStyle! Jack Krawczyk ! Rishvika Kumar! ! ! Head of Monetization! Marketing Associate! October 10, 2012

2. Todayʼs PSY* Lessons! op State of Mobile! ! ! op The User Experience Equation! ! ! 4 Steps to mobile advertising op #SUGangnamStyle! * PSY is in no way / shape / form endorsing this… ofﬁcially!

3. #SUGangnamStyle!

4. PSY: ! Dress Classy, Dance Cheesy! Mobile: ! Big Reach,! Personal Touch!

5. Mobile sales outpacing desktop!

6. 24%! % trafﬁc from mobile! 2%! 11%! 2010! 2011! 2012!

7. Itʼs not a fad.! ! Mobile is growing everywhere.!

8. PSY: Noble at day time, crazy at nighttime! Mobile: Used on the go, used only by you!

10. Mobile is more of a personal connection.!

11. …with a focus on getting to the point.!

12.

13. Thatʼs why we believe in native monetization.!

14. Native Advertising! Advertising that integrates with the native use case of the platform.!

15.

16. What do people do on their mobile devices, anyway?!

17. Everything!!

18. “Weʼre now seeing trafﬁc at rapid rates where users are moving to mobile, so we have to take advantage.” ! ! Solmon Masch! Director of Mobile Sales & Strategy, Time Inc. !

19. The Bottom Line! ! Optimize your   ad campaigns for mobile devices!!

20. So, what can advertisers do to effectively reach a mobile audience? ! op op op Mobile Advertise #SUGangnamStyle!!

21. PSY: ! A guy who seems calm   but plays when he plays! Mobile:   Advertisements must be seamlessly incorporated into the user experience – within the ﬂow of accomplishing the tasks at hand!

22. Psy taught Britney Spears, and now   itʼs your turn. ! ! Ready?!

23. PSY:   Put your sunglasses on! #1! Mobile: ! Get your ad ready!

24. #2! PSY:   Do the cowboy! Mobile: ! Use rich visuals to make sure   your content stands out!

25. #3! PSY:   Ride the horse! Mobile: ! Once your grab the audienceʼs attention, youʼve got to keep  them engaged!

26.

27. #4! PSY:   Grand ﬁnish! Mobile: ! Provide the user with  a seamless experience!

28.

29. www.stumbleupon.com/pd/campaign!

30.

31.

32. Q & A! #SUGangnamStyle! ! Follow Us:! @PaidDiscovery! @StumbleUpon! @JackK! !

33. Thank you! !

StumbleUpon Mobile Advertising Webinar Recap - Oct 2012

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