mediacom - has mobile reached its perfect peak

Has mobile reached its

perfect peak? Ben Phillips

Global Head of Mobile, MediaCom

These were mobile phones before 2007 smart(ish)

Then the iPhone 8 & X arrive

Then the iPhone 8 & X arrive

• 5.8inch Super Retina Screen

• Most durable glass..EVER!

• Wireless charging

• Fully gesture operated (removal of

Home button)

• Facial recognition (FaceID)

• Animoji’s

• Improved camera

• Machine Learning

• AI

• Etc etc….

And the ”Meme” ecosystem went into meltdown

And the ”Meme” ecosystem went into melt down

And the ”Meme” ecosystem into meltdown

And the ”Meme” ecosystem went bananas

But what does that mean for advertisers?

• AR is going mainstream

• You could argue that Pokémon

Go took Augmented Reality

mainstream, but Apple’s new

handsets and AR Kit means we are

likely to see more immersive

opportunities. The greater

processing power offered by the

new chips in the iPhone 8 and

iPhone X, take the opportunity up a

level.

3 new ways for brands to connect with consumers

• Come charge with me

• The new iPhone’s wireless charging

capability allows brands to provide

fuel for phones and reasonably

request a value exchange in return.

The use of wireless charging makes

this a reality.

3 new ways for brands to connect with consumers

• Facial recognition creates more

secure connection

• It’s perhaps more speculative but

FaceID potentially allows us to

optimise the message, not just

based on our standard metrics but

also on the real-time emotional

response of the consumer viewing

that message.

3 new ways for brands to connect with consumers

Ok now back to reality for a bit….

At least 309 million people

(16% of the world’s 1.9bn

smartphone users) are

blocking ads on the mobile

web

October 2016 Google looses

MRC Accreditation for “Mobile

Web Served Display

Impressions”

Over estimating average time

spent watching between 60%

& 80% increase

Global brand advertising

appears alongside extremist

content

Ad Blocking

Google losing

MRC

accreditation

Facebooks

inflated video

views

Brand safety

Its been a tough year

More consideration over

creative content and mobile

first mindset

Looking at mobile first

solutions and not to rely on

desktop tech to work in a

mobile environment

Moving outside the duopoly at

other inventory sources

Requirement for better 3rd

party measurement

NOT letting suppliers mark

their own homework

Questions being raised that

needed to be aired

Uplift in local publishers

(Control)

Ad Blocking

Google losing

MRC

accreditation

Facebooks

inflated video

views

Brand safety

What have we learned from it?

Mobile is able to provide answers to todays challenges

Complex, Fragmented Mobile Landscape is a Challenge

Work with partners that have

been certified to your

standards not theirs

Location provides real time

footfall and engagement data

How does viewability effect

your business outcome?

Does a video viewed at 50%

result in a product purchase? What does attribution mean to

you and your campaign?

Quality

inventory

Audience &

Location

Data

3rd Party

measurement

e.g.

Viewability

Attribution

Build “Stack Solutions”

Mars ”Hungerithim” Bringing the Stack to Life

The “mood” of the internet determined the price and voucher that was delivered The angrier the internet, the less you have to pay for a Snickers

How to build an award winning mobile solution?

Awards and Recognition

•Festival of Media Asia 2016 | Gold: Best Use of Real Time

Marketing

•Festival of Media Global | Bronze: Best Use of Real Time

Marketing

•Cannes Lions 2017 | Gold: Media C02 Use of Real-Time Data

•Cannes Lions 2017 | Gold: Cyber F09 Use of Social Data &

Insight

•Cannes Lions 2017 | Gold: Direct C04 Real-Time Response

•Cannes Lions 2017 | Gold: Mobile F02 Real-Time Response

•Cannes Lions 2017 | Gold: Mobile F07 Social Business

Creating the Perfect Storm

Starting with a great idea

Amazing creative design

and execution

Using a variety of 1st & 3rd

party data to build DCO

Strong partnership &

integration with retail POS

Mobile + OOH =

Mobile + OOH =

Creating the Perfect Storm

Creative thinking: First

campaign of its kind in the

UK Working Digital OOH and

mobile creative

GPS and RFID-powered

kit + Programmatic OOH +

Audience data Strong partnerships with

Ubiquitous, MobSta &

MBA

We work to Time with brand

as a metric. This is driven

by two different tracked

metrics

• Time spent with the

content we are delivering

i.e. Cost per second

spent on video

• Time spent on site. When

we combine the two we

can get an overarching

metric of time spent with

the brand which we use

as a proxy for brand

preference.

Shell - Time with brand example

This is slightly different but still based on time spent to an extent.

Not all Bose product sold through own stores

We work to a CPA campaign where we have a pixel fire on site if a user travels to a second page in one session or stays on site for longer than a minute.

The two combine to create a quality visit if a user completes either.

Bose - Quality Visit

Has mobile reached its peak?

• (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an

element

• (Hardly any) mobile ONLY digital campaigns

• Digital advertising spend hit $72.5bn in 2016

• $36.6 billion of that (51%) was mobile advertising

• Mobile video advertising grew to 53 percent to $9.1 billion

• We see mobile video advertising increase c 140% YOY

• Growing confidence from advertisers

• Better accounting methodologies and transparency

Has mobile reached its peak?

• (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an

element

• (Hardly any) mobile ONLY digital campaigns

• Digital advertising spend hit $72.5bn in 2016

• $36.6 billion of that (51%) was mobile advertising

• Mobile video advertising grew to 53 percent to $9.1 billion

• We see mobile video advertising increase c 140% YOY

• Growing confidence from advertisers

• Better accounting methodologies and transparency

• We’re not there yet!

Has mobile reached its peak?

Look outside the “duopoly” of FB & Google

Find the perfect partner(s)

See what functionality is most valuable to you

Think! “mobile first” - its easier than adapting a

desktop strategy to mobile

Ensure that customer value is first and foremost

Message Received Check List

Thank you.

Ben Phillips Global Head of Mobile

Ben.phillips@mediacom.com

@blp101