digital marketing live! 2014 - widespace - adrian mcdonald

Going Natural ways to interact with consumers on mobile

Digital Marketing Live! 21.05.14

Gain insight of what is natural

behaviour


Media consumption : time spent

Mobile & tablets will rule the world in 2018

Press 2%

Other analog media 5%

Movie Theatres etc 1%

Laptop/Desktop 5%

Digital TV 17%

Tablets 35%

Mobile 35%

Widespace (Time spent) Prognosis 2018

70%Digital Marketing Live! 21.05.14

Dutch users of mobile internet Regular users, people aged between 12 to 75 years

Source: CBS 23 oktober 2012. PB12 - 060 Digital Marketing Live! 21.05.14

Source: KPCB 2013

We check our smartphones:

150 times per day


Source: KPCB 2013

We check our smartphones:


Daily photos uploaded & shared

Source: KPCB 2013 Digital Marketing Live! 21.05.14

Pay attention to the natural customer of tomorrow


The 90’s crowds most important device is the mobile. !

All day long

Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014Compared With Average By Hour Based on Widespace traffic

Daily Mobile Consumption


The 90’s crowds most important device is the mobile. !

All day long

Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014Compared With Average By Hour Based on Widespace traffic

Which one of these would you miss doing the most?


Respect what’s natural by

eliminating the un-natural


CTR moves against the grain of our natural interactions & conversations

“Hey, I clicked on this amazing ad today and…”


CTR moves against the grain of our natural interactions & conversations

CTR: 0.4%CTR: 2.6%Observation: 59%Observation: 59%

Purchase intent: 21%Purchase intent: 27%


!

Banner blindness at scale


Apply the insights of natural to everyday marketing


Create interesting ads.

Interesting ads increase purchase intent

Widespace Brand Impact Study, March 2014 Digital Marketing Live! 21.05.14

Offer interactivity.


Low noise. Unique Capabilities

GPS

Calendar

Gyro & Shake

Microphone & speaker

Touch Screen

Camera

!10%%

!8%%

!6%%

!4%%

!2%%

0%%

2%%

4%%

6%%

8%%

10%%

1.80%%

1.90%%

2.00%%

2.10%%

2.20%%

2.30%%

2.40%%

2.50%%

Sunday% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday%

InteracAon

%Rate�

Mobile%Traffic%VS%InteracAon%Rate%(Red%Bar:%%%Difference%Compared%with%Weekly%Average%)�

Traffic%%%

IR%

!10%%

!8%%

!6%%

!4%%

!2%%

0%%

2%%

4%%

6%%

8%%

10%%

1.80%%

1.90%%

2.00%%

2.10%%

2.20%%

2.30%%

2.40%%

2.50%%

Sunday% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday%

InteracAon

%Rate�

Mobile%Traffic%VS%InteracAon%Rate%(Red%Bar:%%%Difference%Compared%with%Weekly%Average%)�

Traffic%%%

IR%

People interact more at start & end of week


Know when to offer interactivity.

Reward. Reduce.

When things happen within the ad


Know your surrounding.

Entertainment have highest interactions Music/Radio have the lowest


Apply the insights of natural to everyday marketing

Respect what’s natural by

eliminating the un-natural

Gain insight of what is natural

behaviour

Pay attention to the natural customer of tomorrow


Thank You! @adrianmcdonald
