The Future of Advertising in the IoT
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Engaging Consumers in “Connected Moments” Brian Wong, CEO & Founder Kiip iMedia Breakthrough Summit, Austin, TX
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Transcript of The Future of Advertising in the IoT
Engaging Consumers in “Connected Moments”Brian Wong, CEO & Founder Kiip iMedia Breakthrough Summit, Austin, TX
The Kiip Story
Inventing a New Metric: Innovation Around Moments
The Connected Generation And Why Moments Matter
Case Study: Taking CSR And Making it “Connect”
What’s Next in Moments
1
2
3
4
5
Engaging consumers in everyday moments.
Making Moments is Simple
Event Context MOMENT+ =
Meanwhile, developers logged
2 BILLIONmoments with Kiip
3,500 apps
150 million devices globally
35 million registered users
700+ million moments
We sought to power every moment on the planet.
MomentsMoments
Media
Conversion
CRM/Loyalty
Data
Moments are a Hybrid Metric: Data + CRM + Media
Inventing a new permission.
Biometrics to measure efficacy.
© 2014 IPG Media Lab. Proprietary & Confidential
Measuring Moments in Real-time
11
-14
-9.5
-5
-0.5
4
10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180
Val
ence
Quarter Seconds of App Usage
Valence Measure During App Usage
App Usage Moment of Achievement
Reward
Post-Moment Excitement
Achievement Anticipation
MOTION
HEART RATE
SKIN PERSPIRATION
TEMPERATURE
PHYSIOLOGICAL / NEED-STATES
=
It soon dawned on us that connectivity was very powerful & had moments, too.
The Connected Generation
Always-on, low loyalty, high choice, on-demand.
The “Connected” Generation.
A bit of new, a bit of old.
The Notification Economy
TAPPING INTO CONNECTIVITY
mom
ent
mom
ent
mom
ent
tran
sact
ion
tran
sact
ion
tran
sact
ion
mom
ent
mom
ent
mom
ent
mom
ent
mom
ent
mom
ent
Letting the connected generation live their lives.Rewards don’t define behavior, behavior should define rewards.
Not another screen:a new moments source.
CONNECTED MOMENTS
OUT OF GAS
INCREASED HEART RATE
HIT CALORIE INTAKE GOAL
SLEPT 8 HOURS
EXERCISED 30 MINUTES
IDLE AT DESK FOR 30 MINUTES
FRIDGE EMPTY
SICK
VACUUMED TWICE
READ 10 PAGES
RUNNING IN THE RAIN
LOWER ENERGY USAGE FOR HEAT
MORE THAN 15 MINUTES FOR PARKING
Case: Campari & Kiip
Creating Meaningful Connections
Problem: CSR = Boring
Brunch
Happy Hour
Summer FridayGirls/Guys Night Out
Increasingly Busy and Connected Consumer
Solution: Do Something About it, “in the Moment”
Mindshare + m/SIX
✓ Mixing drinks and cocktail recipes
✓ Setting your playlist for a night of fun
✓ In the grocery store before a night out
✓ You’re planning brunch
✓ Leveling up in your favorite drinking games
✓ Checking off your to-do list before the weekend
✓ You meet a potential new date
✓ Someone is looking into events or buying tickets
Sample Moments…
Here’s a reward for Unlocking an Achievement
21% engagement*including age-gating
SKYY Results
Here’s a reward for Unlocking an Achievement
48% LiftBrand Consideration
vs. competitors
21%Avg Engagement
Rate
4x HigherRedemption Rate vs
Kiip Average
Alcohol Consideration: Brand Study
0%
19%
38%
56%
75%
SKYY Smirnoff Absolut Svedka Tito's
12.2%23.1%
41.5%32.7%
51.7%
19.0%16.4%
43.4%43.4%35.0%
Control Exposed
Key Insights: Vizu Brand Study
Survey Results
0%
15%
30%
45%
60%
52%
35.0%
Control Exposed
Lift: 47.9%
Overall Performance
lift in product consideration
48%
Diff: 16.7%
Diff: 6.8%
Diff: -1.9%Diff: -10.7%
Diff: -6.8%
“Which of the following vodka brands would you consider trying?”
Controln=147.0
Controln=226.0
Audience Definition
Moment Definition
Value Exchange
(CSR)
CRM Capture
In-the-moment Content
Re-engagement (experiences)
MOMENTS-BASEDCRM
The Way Forward...
Taking it To the Next Level
Depicted: Chris Dancy
Meanwhile, developers logged
2 BILLIONmoments with Kiip
2015:THE MOMENTS
GRAPH
MORNING
AFTERNOONE
VENING
LOGGEDworkout
MAKESplaylist
FINISHESto-do list
ACHIEVEShigh score
WATCHESnew show
REVIEWSnew recipe
APP MOMENTSOWNED(FIRST PARTY)
Product Moments Converted to
Digital!
Moments/Interaction Audit!
Moments Mix!
Rewards/Content Mix!
Feedback Mechanisms Established!
Moments A/B!
Find Your MomentsCONNECTED MOMENTS
CONNECTED MOMENTS
OUT OF GAS
INCREASED HEART RATE
HIT CALORIE INTAKE GOAL
SLEPT 8 HOURS
EXERCISED 30 MINUTES
IDLE AT DESK FOR 30 MINUTES
FRIDGE EMPTY
SICK
VACUUMED TWICE
READ 10 PAGES
RUNNING IN THE RAIN
LOWER ENERGY USAGE FOR HEAT
MORE THAN 15 MINUTES FOR PARKING
