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Presented by:
Holistic Mobile Planning
Creating & Executing Cross-Channel Mobile Strategy in Today’s Fragmented World
Trevor HamiltonRVP, Velti [email protected]@Trevorham01
Agenda
• Some mind-blowing mobile stats & ecosystem update
• Major fragmentation
• The need for a holistic, multi-channel approach
• Review of multichannel mobile media formats
• Case studies
• Key takeaways
“Consumers are voting with their time, with their passions, and moving into a media space where marketers are simply uncomfortable following them…”
-IAB President Randall Rothenberg
Mobile Ecosystem Update
10 Incredible Mobile Marketing Statistics
1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush . (Mobile Marketing Association Asia, 2011)
2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)
3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)
4) 91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)
5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)
6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012)
10) 52% of all mobile ads result in a phone call. (xAd, 2012)
Was Third Screen, now the First Screen
Source – Microsoft 2012
Source – Microsoft 2012
Mobile is a Major Social Platform
US Mobile Landscape Two year expected growth 2012 – 2014
*Source – eMarketer 2012
End Result = FRAGMENTATION
A Multichannel Approach Is Imperative to Mobile’s Success
5 Key Points for a Multichannel Approach:
1) Social Media, SMS, Mobile Advertising and QR codes complement each other, so companies must identify what channels best drive user engagement.
2) Offering consumers relevant mobile experiences that are consistent across consumer touch points and that are delivered in rich formats is expected
3) Mobile as the glue between traditional media and digital channels to drive broader awareness, stronger engagement, and better ad conversion.
4) Consumer behavior is changing daily! Consumers now check out brand competitors while they are in retail locations. (i.e “Showrooming”)
5) Consumers expect a seamless experience across all channels, particularly with new, more powerful devices capable of more
To Plan a Holistic Mobile Strategy, Marketers Must:
1) Research to understand top target audiences and determine the best engagement channels
2) Exercise “Mobile Readiness” – Mobilized assets, optimized sites, snackable video, analog media integration, on-pack promotions
3) Define what success looks like and build in measurement routines to evaluate which mobile channels realize the strongest ROI
4) Ensure that your multichannel strategy sustains brand value over time, even if a specific campaign’s timeline passes.
5) Optimize based off of performance and practice long-term planning
RESULT = CONSUMER LOYALTY
Review of Select Multi-Channel Mobile Formats
SMS
On Pack Promotions
QR Codes
Mobile Web & Apps
Mobile Advertising
Mobile Search
Location Based Services
True Multi/Cross Channel
SMS – Why SMS?
SMS – Why SMS?
Multichannel Engagement with SMS
Other Types of Messaging
MMS – Sending pictures & video
SMS Push Marketing
Other Types of Messaging
Push Notifications – In app messaging
Other Types of MessagingIP Messaging -
Key Planning & Tracking Tools for Messaging:
A mobile or push notification platform capable of:
• Connected to a capable aggregator
• Keyword management
• Stable, easy-to-use API that integrates into the backend system of the brand
• Pre-built message campaign templates that incorporate best practices by industry
• Comprehensive reporting allowing cross-channel analysis for user flow tracking and KPI evaluation across all media
On Pack Promotions – Why On Pack?
1) It’s valuable real estate that the brand is already paying for
2) Every impression is 100% targeted and viewed
3) A great way to extend brand objectives
4) A great way to influence purchase intent at POP
Colgate wanted to drive product sales and consumer engagement for their “Max White” toothpaste brand, and mobile was the channel of choice!
Specialty packaging was created for the promotion that featured instant win prizes and for iPhones, iPads, and a final draw for a Toyota car.
The promotion resulted in a 12% lift in sales in the region during the time the campaign was live.
On-Pack Promotions
On-Pack Promotions
Taco Bell’s Unlock the Box Promotion Will Give Away 5,000 Playstation® Vitas
User instructed to Text Unique Code in Box to Short Code to see if they won.
Drove 1.3 million code redemptions and over 75,000 entries into mobile marketing alerts over 6 week promotion
QR Codes – Why QR Codes?
• Great way to add an interactive dimension to analog media
• 22% of the Fortune 50 are placing QR codes in magazines, or at any convenient location to deliver relevant content to smartphone users.
• Brands saw 30X more scans ‘11 holidays compared to ‘10.
• New report out by Nellymoser demonstrating QR Codes beat out direct mail in driving response 6.4% to 4.3%
• Jury is still out for long-term utilization – may be usurped by new tech.
QR Codes – Use Cases:
QR Code Activation
Give Consumers the Information needed to Make an Informed Decision via mobile
Also leads to Showrooming
Key Planning & Tracking Tools for QR:
A QR Code Generator & Management System:
• 24/7 URL Management
• Has companion mobile landing page development tool
• Self service tools to create, customize and promote
• Real time dashboard of campaign performance activity
• Robust analytics on a cross-media basis
Mobile Web – Why?
Huge Scale! 121.9 million US monthly users of the mobile internet & 1.2 billion globally!
Per Comscore, 40% of iPhone owners reported browsing the web more often on their phones than on their PCs
Mobile Web – Why?
Potential lost opportunity and lost revenue!
Mobile Website Usability Rules to Live By!
Mobile optimize your site Understand your audience Make your mobile site accessible Keep it Simple & clear Use Iconography Test, optimize and test again Provide link to main site Bear in mind connectivity (EDGE,3G,4G)
Smartphone adoption and HTML5 have changed EVERYTHING!
Understanding Your Audience
• Brands need to understand the natural human behaviors of their users
• Each audience member, even if they own identical devices use them differently. Especially when you take into consideration:
Time of day Content type
mCommerce Banking/payments Video Games
Location
The usability of the site has to evolve with what your users want from you
*Source O2 June 2012
Smartphone Utilization
Optimized Mobile Site Example
Key Development Tools for Mobile Web & Web Apps:
A self or managed service platform :
• Innovative HTML5 creation
• Pre built templates and video transcoding tools
• Automated features with drag-and-drop interface enabling rapid deployment
• Widget components for site/app add-ons
• Comprehensive reporting with live site analysis enabling real-time optimization
Mobile Display Examples
Integrated Mobile Rich Media
Mobile Advertising Effectiveness
Key Tools for mobile ad serving & tracking:
1) Ad Serving
• Proven 3rd party ad server with real-time conversion tracking• Real-time reporting UI• Creative-level placement analysis• Single source for counting & reporting• Real time reporting dashboard
2) Analytics tools beyond ad serving
• Predictive analytics• Consumer modeling• Brand studies
Key Takeaways:
1) The mobile platform is burgeoning with opportunity, and brands have to get
organized to capitalize.
2) All media formats can be complemented by mobile and companies must research and identify what channels best drive user engagement
3) Consumer behavior is evolving at a rapid pace. Brands need to provide a seamless experience across all media
4) Brands need to understand the psychology of their users and provide relevant experiences based off of that composition
5) Plan and buy your mobile strategy in a holistic manner that delivers utility and benefit for the consumer at every step, and evolve as things change
6) Highly consider working with trusted providers who can offer cross-channel solutions with unified analytics
Mobile Social Media
The Real Marketing Opportunities
David Berkowitz
VP Emerging Media, 360i
@dberkowitz
www.about.me/dberkowitz
Brought to you by 360iU
360iU – Learn. Do. Teach. Proprietary & Confidential
Surveying the landscape
US mobile phone usage heavily social
Smartphone users are obsessed with mobile social
US mobile social network users growing, led by Facebook
Few surprises in top social networks accessed via mobile
Source: Adobe
Social activity similar on PCs & smartphones
360iU – Learn. Do. Teach. Proprietary & Confidential
Mobile social media strategy
The social strategic lens
Goals
Arsenal
Rules
Value
Social in the context of other digital marketing
Mobile social advertising strategy: Best practices
• Use mobile social to expand reach of paid/earned social programs
• Beyond adding reach, look for potential integration points
• Mobile only for specific audience groups• Test copy & targeting• Track separately
360iU – Learn. Do. Teach. Proprietary & Confidential
Facebook mobile penetration nears 60%
5 in 6 FB mobile users in North America, Europe, Asia
Zuck on Mobile
"People underestimate how well we are doing in mobile. We already see that mobile users are more likely to be daily active users than desktop user.“
- Mark Zuckerberg, September 2012
Facebook now has sponsored posts in the mobile News Feed
Create Facebook posts designed for mobile
Source: Celtra
360iU – Learn. Do. Teach. Proprietary & Confidential
Twitter keeps on growing
Twitter advertising: USA! USA!
Twitter can integrate with other kinds of mobile ads
What are we sharing on Twitter?
LocalResponse ad model based heavily around Twitter
Social TV = Twittervision: Kimmel gets 60K tweets in <3m at Emmys
3 ways mobile social media is changing us
1. How we share our world
2. How we shop
3. How we connect in person
How we share
Pew: 45% post photos online
Instagram: hashtags worth (almost) a billion bucks
Brands play with photo tags (in bed)
Viddy: Instagram for video
Southwest Airlines runs Viddy contest
Pinterest: nominally mobile today, massively mobile soon
GoldRun helps digital imaginations run wild
Hipstamatic adds W cameras
Cinemagram blends photo & video
Google’s Project Glass: Mobile = wearable, pervasive
How we shop
Smartphone users keep their phones active in stores
Weekend afternoons are prime time for retail check-ins
The new Foursquare: friendly tips and messaging followers
7 types of Foursquare specials
4sq less creepy than proximity networks, more clear on value
Social commerce all Wrapp’ed up
Kraft ‘Endorses’ mobile social shopping
Tide Stain Brain taps the community
Charmin’s Sit or Squat helps people find restrooms
How we connect in person
Wendr helps people plan to be more social
GrubWithUs finds common ground for dining
Social beer-branded app takes over South Africa
Smirnoff personalizes bottle service
Harry’s Bar (Singapore) creates digital messages on a bottle
Key takeaways
1) Mobile social media is here. In a big way. It’s huge.
2) As we adapt to it and it to us, our behavior changes.
3) As behavior changes, there are new ways to reach these consumers.
4) Meet the immediate needs of your target audience.
5) Prioritize opportunities where there’s a clear value exchange between your brand and consumers.
6) Constantly learn from your targeted consumers.
7) Embrace change.
Talk amongst yourselves.
Foursquare is neither a numeral nor a quadrilateral. Discuss.
Thanks
David Berkowitz
VP Emerging Media, 360i• [email protected] • blog.360i.com / @360i• MarketersStudio.com / @dberkowitz• www.about.me/dberkowitz
Putting Mobile First
PLANNINGMOBILECREATIVE
Theo SkyeExecutive Creative Director
THEO SKYE
@theoskye
Reach out directly with questions, comments, and ideas.
linkedin.com/theoskye
Executive Creative Director
NEW YORK | LONDON | CHICAGO | LOS ANGELES
MOBILE CREATIVE SHOULD BE RICH
Today’s mobile device experience is rich. Mobile ad creative should therefore be rich.Mobile audiences want and expect rich, seamless usability that not only facilitates, but enhances their experience.
…srsly?
CAMPAIGNS WITHOUT GREAT CREATIVE SUCKPlain and simple...
There is no easier way to waste a media budget than to run ineffective, sub-par creative.
1. Better creative gets better campaign results.
2. Better campaign results make budgets grow.
3. Growing budgets gets you raises and
promotions.
BUT WHAT IS GREAT CREATIVE?Great creative...
• is the end user interface of the campaign; it must be usable
• generates brand awareness• communicates meaningful sales points• supports the brand’s business objectives• invokes an emotional connection between audience and
brand• affects changes in audience consideration that lead to
marketplace action.
GREATE CREATIVE IS NO ACCIDENT Pretty takes time.™
Creative teams must be armed with knowledge and reasonable timelines.
MOBILE CREATIVE IS STILL CHALLENGING
Specific challenges for creatives:• Learning about new and fragmented ad formats, specs, and sizes• Reporting capabilities and discrepancies• Understanding of specific creative capabilities – what works well?• Large variety of devices and screen sizes to grapple with• Multiple Creative APIs to code for (MRAID, ORMMA, Proprietary
SDKs, Web)• Lack of HTML5 production tools (Adobe Edge Animate recently
released)• Orientation-awareness in ad units (one ad, two layouts)• New interaction methods to contemplate (shake, tilt, swipe, pinch,
etc.)• Most creatives still have little-to-no experience in mobile!
It all harkens back to the Flash plugin landscape in the 1990’s.
MOBILE HAS NEW AND UNIQUE AD FORMATSSimilar to desktop, but with important nuances.•Banners
•Tap to web, tap to call, tap to download app, tap to video, etc.•Expandable banners
•Expandable Panel as a “growable” banner•Expandable Panel as a separate “overlay”
•Interstitials•Overlay interstitials•Swipeable interstitials (between-page banners)
•Emerging formats such as responsive ad units•One ad creative for multiple placements and screen sizes (Windows 8)
FRAGMENTATION OF CREATIVE APIsCreative APIs are the JavaScript code inside ad creative that makes an ad expand, dismiss (and much more) in mobile apps.•MRAID
•Maintained by the IAB•Version 2.0 just released. •This is the standard that pubs should be implementing in their apps.
•ORMMA •Was maintained by a consortium of vendors and publishers•Had early traction, but is now starting to wane in usage
•Proprietary SDKs•Some vendors and publishers have (foolishly) paved their own road.
•Mobile Web •Don’t need to use any standard creative API.
MOBILE ADS ARE BORN PREGNANTA single ad execution can multiply!
EXECUTION AD SIZES PLATFORMS CREATIVE APIs
MRAIDORMMAMobile Web
MRAIDORMMAMobile Web
MRAIDORMMAMobile Web
MRAIDORMMAMobile Web
iOS
Android
iOS
Android
Size #1
Size #2
Execution
One execution. So many ads to build traffic & report on!0
MOBILE CREATIVE TIMELINES ARE LONGERFactor 3-6 weeks from creative kickoff to go-live.
BUT THINGS ARE IMPROVING FASTThe industry is moving quickly to standardizeMany parties are working toward achieving creative standardization:•The IAB: MRAID 2.0 Creative API•The MMA: Standardizing ad sizes and ad measurement
• Starting to enforce on-device impression counting• Only count impression when ad is
visible for > 1-second•Publishers: Seeing the wisdom of standardizing ad units•The Big Four: Initiatives such as Vivaki’s Pool are jump starting innovation•Agencies: Media planners & creatives are getting more mobile-savvy•Vendors: Empowering and improving implementations
You can help to make mobile creative be all that it can be.
WHAT YOU CAN DO
START AT THE BEGINNING The stage must be set for great mobile creative before the creative team is looped in.
DESIGN MEDIA PLANS TO MINIMIZE OVERALLCREATIVE LOEMedia planners! Creative success begins with you!
1.Minimize the total number of unique ad sizes on the plan.2.Minimize total creative APIs (MRAID, ORMMA, proprietary SDK, mobile
web?)•Limit plans to placements that use only one or two unique Creative
APIs.3.Consider not just placement dimensions, but the specifics of placements.
•Dimensions of the expandable view? •Orientation-aware ad (banner and/or expandable)?•Swipeable ad? •Will the placement accommodate a specific creative requirement?
4.Usually only mobile ad serving vendors will have this information. •Work with a vendor that can help refine the media plan.
INFORM CREATIVES ABOUT BRAND GOALS
Creatives should be given the basic information about why the brand is running a given campaign.
When creatives have this information, they can design better performing executions.
Strategists! Creative success begins with you!
DEFINE HOW BRAND GOALS WILL BE MEASURED
Let the creatives know the metrics that define a successful outcome.•Define and prioritize KPIs•Strategists & Business Analysts should write the concise story that they want to deliver to the brand client at the end of a campaign before media planning and creative work even begins.
•Get the client to approve the narrative •Share the narrative story with everyone, especially the creatives.
Analysts! Creative success begins with you!
GATHER DETAILED AD SPECS BEFORE CREATIVE WORK BEGINS
Creatives need to fully understand the end user experience of ad placements to create the most appropriate and best performing concepts.
Publishers & Vendors! Creative success begins with you!
•Orientation-aware ads? How do they work?•Auto-expand? Auto-dismiss?•Animation time limits?•Swipe actions allowed?•Creative APIs?•What is the actual end user experience in all use cases?
DON’T RUSH THE CREATIVE WORKCool it now. Pretty takes time.™
Mobile ad spend needs to increase to keep pace with user behavior.
LET’S GROW THIS
FASTEST GROWING MEDIA CHANNEL EVER
ANTICIPATE DIGITAL DISPLAY CONVERGENCE
Total Digital Spend
Digital Display Spend Desktop& MobileMerge
Mobile2012 : $2.6B
2013 : $4.4B
2014 : $6.5B
BUT MOBILE AD SPEND DOESN’T REFLECT TIME SPENT
But brands need to know that mobile media will work for them before budgets will increase.
LEARN TO GROWLearn is a verb. Do it.Your mobile campaign is the lab.
When brands have evidence that something works better they’ll do more of what works in the future.
1. Run A/B tests within creative• Call to action variations
• Design characteristics such as color, imagery, animation.
• Also helps to avoid creative fatigue with visual and copy variety
2. Run Brand Studies• Insight Express• Dynamic Logic• KN Dimestore• comScore
Even if direct KPIs are somewhat vague, a story of success can be crafted.
USE YOUR VENDORS
Use your mobile vendors for:• Benchmarks: to help justify a plan and results before and after a
campaigns• Creative Services: to fill any gaps in creative knowledge or
resources, jump start the creative AOR, and sell-through a concept: • Ideation• Mockups• Production
• Media Planning Assistance: to reach the right audience while avoiding budget-busting fragmentation
Ask and you shall receive.
Mobile vendors have a lot to offer, and it is in their interests to do so.
THANK YOU
@theoskye
Reach out directly with questions, comments, and ideas.
linkedin.com/theoskye
NEW YORK | LONDON | CHICAGO | LOS ANGELES
Theo SkyeExecutive Creative Director
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