PowerPoint Presentation

ME

18 YEARS CLIENT & AGENCY

1 WIFE, 1 DAUGHTER, 2 CATS

DUBAI VIA LONDON, MANCHESTER & COPENHAGEN

ELLA

A FEW STATS

%AUG 2011JUN 2012APR 2013FEB 2014DEC 2014MOBILE PLAYS A HUGE ROLE IN VIDEO VIEWING% SHARE OF MOBILE VIDEO PLAYS

14X ESTIMATED MOBILE VIDEO TRAFFIC GROWTH 2014-18SOURCE: CISCO VISUAL NETWORKING INDEX 2014

SOURCE: GOOGLE MOBILE WORLD KSA70% OF SAUDIS PERFORM A SEARCH ON THEIR MOBILE AT LEAST ONCE PER DAY

SOURCE: GOOGLE MOBILE WORLD KSA

I AM CONSTANTLY CONNECTED, I ALWAYS WANT CONTENT TO FILL MY TIME.

I VERY MUCH PREFER BRANDS THAT HELP ME WITH INSTANT CONTENT GRATIFICATION.SAUDI WOMEN ARE SOME OF THE LEAST PATIENT IN THE WORLD! Source: Wave 8, KSA 2015, Females Arab and Nationals

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SOURCE:

SOURCE: EMARKETER REPORT

AD SPEND BY MEDIA %DAILY REACH %TVNEWSPAPERSRADIODIGITALMOBILE%BUT

46%41%

MORE THAN A THIRD OF THE TOP 100 WEBSITES IN UAE ARENT MOBILE OPTIMISED.HALF ARENT IN KSAANDSOURCE: EMARKETER REPORT

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2016 THE YEAR OF THE MOBILE

SO WAS 2015

& 2014

SO WERE 2013 & 2012

TODAYWHY WEVE NOT ALL MADE IT YETHOW WE DO BRANDS IN THE MOBILE ERA (NOW)THE FUTURE NOW (ISH!)

WHY WEVE NOT MADE IT (YET)ITS NOT EASY!

THE PACE OF MOBILE EVOLUTIONFRAGMENTED TECH & MEASUREMENTAPP Vs MOBILE WEBNON-MONETISED PLATFORMS

COMPLACENCY?HISTORY OF ADVERTISING IS A STRING OF ATTEMPTS TO REINCARNATE WHAT CAME BEFORE, BUT ON A NEW MEDIUM OR USING A NEW TECHNOLOGY

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INSANITY

DEFINITION OF INSANITY DOING THE SAME THINGS OVER AND OVER AND EXPECTING DIFFERENT RESULTS18

AS AN AFTER THOUGHTTHE MOST UBIQUITOUS CHANNEL IN HISTORY

BUT

THERE ARE PLENTY WHO DO, DO IT

Nike.What theyve always done

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Nike.What theyve always done

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WE DONT DO ADVERTISING ANYMORE. WE JUST DO USEFUL, COOL STUFF, IT SOUNDS A BIT W*NKY, BUT THATS JUST THE WAY IT IS.

WE NEED TO BECOME A CREDIBLE PART OF PEOPLES LIVES AND MOBILE ALLOWS US TO DO THAT.SOURCE: SIMON PESTRIDGE NIKE UK 2013

WHAT DO THEY DO?

REDEFINE THE WAY THEY APPROACH COMMUNICATION PLANNINGEVOLVE AS MARKETERS & BRANDS

Human firstMobile first

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REALLY UNDERSTAND THE VALUE EXCHANGE;IN A MOBILE CONTEXT

IntimateUrgencyUseful information now

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THEY UNDERSTAND WHY PEOPLE USE MOBILESOURCE: ARF Mobile Experiential LearningACCOMPLISHSOCIALISEPREPAREME TIME (MOMENTS TO FILL)DISCOVERSHOPSELF EXPRESS

In this moment users are managing their activities and lifestyle to gain a sense of accomplishment

Active interaction with other people

Active planning in order to be prepared for upcoming activities

Seeking relaxation and entertainment in order to indulge oneself or pass the time

Seeking news and information that open the mind to new things

Focusing on finding and purchasing a product or service

Expressing passions and views to others27

ACCOMPLISHSHOPDISCOVER

TIRES WTF?

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UNDERSTAND HOW & WHY PEOPLE USE MOBILE

MOBILE FIRST&MOBILE ONLYMULTI SCREENINGMULTISEQUENCECHANNEL HOPPINGTHEY UNDERSTAND HOW PEOPLE USE MOBILE

WEAVE TOGETHER CONTEXTS FOR WEB, MOBILE, SOCIAL & EVEN PHYSICALMEET THE (HUMAN) EXPERIENCE DESIGNER

EXPERIENCES EASY TO USE, UNDERSTAND AND ENJOY.

APPROACH PROBLEMS IN A VERY HUMAN CENTRIC WAY.

EVALUATE HUMAN BEHAVIOUR AND DEVELOP SOMETHING REALLY IMPACTFUL IN THEIR LIVES.

JOB IS TO WEAVE TOGETHER CONTEXTS FOR WEB, MOBILE & SOCIAL. & EVEN PHYSICAL

RELEVANT, SIMPLE & HUMAN

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MANUS IN MANOMUTUAL SUCCESS

THE FUTURE IS BUILT ON MORE INTELLIGENT & MEANINGFUL CONNECTIONS. MOBILE IS (GOING TO) PLAY A HUGE ROLE.

IT ADDS VALUE BY CONNECTING OUR VIRTUAL EXPERIENCE TO OUR REAL EXPERIENCEMOBILE IS INTEGRALSOURCE: TIM ALLEN RGA

A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENT DISTRIBUTION TARGETING & TECHNOLOGYINTEGRATIONSEARCHCONTENTDATAVALUE

A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNDATA

JUST FOR ME MOMENTS BASED ON EXACTLY HOW, WHERE AND WHEN I USE MY MOBILEDATA

[if !supportLists] [endif]Use data to dynamically personalize your message mass doesnt work on mobile, which is a more intimate experience for the user. This will automatically create relevancy.36

DATA

BEHAVIOURTIMEPLACECONTEXTPROGRAMMATIC

Mix Panel

Flurry

Countly37

A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENTDATA

BESPOKE ADAPTIVE NOT RESPONSIVEMOBILE FIRST CONTENT

WORK WITH MOBILE NATIVES

SOURCE:

IF YOUR PLANS DONT INCLUDE MOBILE VIDEO CONTENT YOUR PLANS ARENT FINISHEDSOURCE: WENDY CLARKE

A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENT DISTRIBUTION TARGETING & TECHNOLOGYINTEGRATIONSEARCHCONTENTDATA

PROXIMITY, TECHNOLOGY & THE PATH TO PURCHASE

LONG DISTANCE

Consumer dataBehaviour PredictionMEDIUM DISTANCE

Geo-fencingWifi AnalyticsBehaviour PredictionSHORT DISTANCE

BeaconsWifiNFC

INTEGRATION: BOX OF WANG

INTEGRATION: BOX OF WANG

CROSS PLATFORM STORYTELLING

MOBILE SEARCHNEW MOBILE ONLY SEARCH ENGINESDIFFERENT NEED STATESOPTIMISED MOBILE EXPERIENCE IS VITALLOCATION LOCATION LOCATION

CONTENT DISTRIBUTION EXPERIENCES (ADVERTISING)PREMIUM DESIGN

97% MORE FIXATION 6X MORE ATTENTION PREMIUM EDITORIAL

3X EMOTIONAL RESONANCE72% LIFT IN AD RECALL 26% MORE POSITIVE EMOTIONAL RESONANCENATIVE EXPERIENCES

3X ATTENTION+55% EMOTIONAL RESONANCE+23% QUALITY BRAND PERCEPTIONGIVE A SH*T!SOURCE: YAHOO MENA NATIVE MOBILE SURVEY 2015

NO COMMENT

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8 OUT OF 10 TRUE VIEW ADS ARE SKIPPED

SOURCE: Google

MOUNTAIN DEW

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NOT REALLY ABOUT MOBILE AS SUCH

START WITH HUMAN BEHAVIOUR

SHOULDNT BE AN AFTER THOUGHTIN SUMMARY

THE FUTURE NOW?

1 TRILLION CONNECTED PRODUCTS BY 2020IOT & 5G

HYPER SPEED 5G MOBILE

THANK YOU

@JMCPH13

(WE MADE IT!)

ELLA-YOUTUBE-FINALJustin MlynarskiJustin Mlynarski's Album2015Blues39679.92