earning attention where it matters most: the power & imperative to build brands on mobile gavin...
DESCRIPTION
Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.TRANSCRIPT
BUILDING BRANDS ON MOBILE
[email protected] Gavin S1rrat, Managing Director, EMEA @gavjs / @millennialmedia
Trusted, Independent Industry Leader -‐ NYSE: MM
2011 MOBILE ADVERTISING SHARE
Google 24%
Millennial Media 17%
Apple 15%
All Others <10% each
Independent § Founded in 2006 by mobile, adverDsing, and media innovators
§ No operaDng system bias § PlaJorm and device agnosDc
Mobile Focus § Not part of a major PC internet portal or search engine
§ We don’t sell handsets or own an app store
§ Mobile adverDsing is all we do
Industry Insight § Monthly SMART and Mobile Mix reports are widely sourced, with more than 3000 agency, press and analyst references
@gavjs / @millennialmedia
Proven Global Mobile PlaVorm
@gavjs / @millennialmedia
The AWen1on Economy
Brands Struggle to Cut Through & Engage Whilst Consumers Focus Elsewhere
@gavjs / @millennialmedia
Mobile is an Immersive Media
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Filling the Inters1ces of Life
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Mobile is Different to All Other Media
The Most In1mate Personal Device
Immersive
Mul1ple OS Systems to Choose From
Available On The Move 3G & Wi-‐Fi Capabili1es
Always With You, Always On
User Ini1ated Adverts
Loca1on & Context Aware
Mul1ple Applica1ons Interac1ng Together
Mul1ple Uses: Browse & Consume Media, Search the Internet, Download Apps, Play Games, Text,
Call, Email, Camera, Videos, Calendar
@gavjs / @millennialmedia
Puang Mobile in Context
Source: Chetan Sharma Consulting, April 2012 @gavjs / @millennialmedia
THE RIGHT CUSTOMER IN THE RIGHT PLACE AT THE RIGHT TIME
Mobile Mass Media
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ACHIEVING SUCCESS
TARGET CONTEXTUALLY BRING ON THE BEAUTY
SOCIALISE THE EXPERIENCE CLOSE THE LOOP
Elements of a Successful Mobile Campaign
TARGETING OPPORTUNITIES
Tac1cal Targe1ng
When Your Business Goal Needs a Specific User/Device
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Content Targe1ng
Made More Powerful by Scale
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Contextual Targe1ng
Make Your Message More Meaningful
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Demographic Targe1ng
AFFLUENT: DATA SNAPSHOT Using apps/sites that index high for HHI Publisher/Developer registra1on data
MEN 18-‐34: DATA SNAPSHOT Using apps/sites that index high for M18-‐34
Publisher/Developer registra1on data
Reaching the Right Consumer
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1
3
2
Consumer demonstrates interest in your brand
Consumer is enrolled in your custom audience
Execute follow up campaign to your custom audience
Engage with consumers who have expressed an interest in your products
Retarge1ng
@gavjs / @millennialmedia
Understanding Behaviours
MUMS At a playground or park Interac1ng with paren1ng content & related products Browsing informa1on about kids; including educa1on, development, behavior, health, & ac1vi1es
ACTIVITY
TIME
ENTERS AUDIENCE
LEAVES AUDIENCE
LocaDon AcDons Views Standard A[ributes
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Understanding Purchase Intent
IN-‐MARKET AUTO BUYER On a car dealership forecourt Interac1ng with auto content Browsing car buying content, auto news & reviews
LocaDon AcDons Views Standard A[ributes
ACTIVITY
TIME
ENTERS AUDIENCE
LEAVES AUDIENCE
@gavjs / @millennialmedia
A UNIQUE CREATIVE CANVAS
Bring Your Brand to Life
IMAGINATION + SIMPLICITY =
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High Impact Ad-‐Units…
Full-‐screen Inters11al
Interac1ve Video
HTML 5
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Wireframes: Design your own mobile experience Retain creaDve control . Leverage exisDng creaDve . Drive efficiency & results
…Without the Hard Work
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Design Your Own Mobile Video Experience
RETAIN CREATIVE CONTROL • LEVERAGE EXISTING CREATIVE • DRIVE EFFICIENCY & RESULTS
CHOOSE 2 INTERACTIVE BUTTONS TO SUPPORT YOUR SPECIFIC OBJECTIVES
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SOCIALISE
‘Mocial’ – Let Your Messages Be Socialised
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CLOSE THE LOOP
Closing the Loop – Aun1e Anne’s, Coca-‐Cola & Sparkfly Case Study
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Brand Ver1cal Mix – 1H 2012
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CASE STUDIES
Campaign Summary: Call of Duty Black Ops II
"Mobile is increasingly becoming a key touchpoint for our core and growth audiences, and the flexibility that the campaign offered really drove the success of the campaign. We were able to provide a variety of rich content to our audience in a personalised way that other touchpoints couldn’t offer.”
Eric Folliot – Senior Brand Manager – Call of Duty
Z
GOAL: Drive awareness & consumer engagement ahead of the game release date and generate social media buzz
STRATEGY: Targe1ng – male environments, inc Games, Social & Entertainment channels Brand Crea1ve – Rich Media Photo Shoot & video trailer Social – Consumers can share their photos on Facebook and a second unit enabled Tweets to Call of Duty profile, directly from within the creaDve To download the full campaign summary, visit www.millennialmedia.com/adver1se/campaign-‐successes
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Campaign Summary: Call of Duty Black Ops II
@gavjs / @millennialmedia
CONCLUSIONS
1. Target Your Audience Intelligently – the right
customer, in the right place, at the right Dme
2. Delight Your Audience by Building BeauDful Content
3. Encourage the Innate Desire to Share
4. Bridge the Digital/Physical Divide -‐ Close the Loop
Targeted mobile ad
Consumer downloads unique
voucher to their mobile
Voucher redeemed instore at
POS
Redemp1on, purchase & CRM details passed back to retailer
Campaign op1mised based on voucher
performance
Building Brand Affinity -‐ Ac1on Items
@gavjs / @millennialmedia
The Global Leader in Mobile Intelligence
Sign up now at www.millennialmedia.com/mobile-‐intelligence
￭ More than 20,000 subscribers a month
￭ Our data is used by thousands of adver1sers and agencies ￭ Referenced by The Guardian, Paid Content, NMA, Mobile
Marke1ng Magazine, ME Magazine, The Drum, Fortune, Bloomberg, TechCrunch and many more
Providing a comprehensive view of the market…we enable adverDsers and developers to make smart decisions about their mobile adverDsing and moneDzaDon strategies.
WORKSHOP: THE BRIEF
The Brief
Brand: ‘The Coffee House’ a ficDonal, arDsan coffee shop
Target Audience: 16 – 34 YO urbanites, ABC1
Budget: £30,000
The Brief: Launch a new, local coffee shop in a busy UK city. CompeDDon is fierce, so consider intelligent audience targeDng, with appropriate environments & Dmes, innovaDve creaDve & viral opportuniDes to deliver earned media from the ad buy. Rate Card: Standard Banners £0.15 CPC (Performance) Rich Media £6.50 CPM (Brand) CreaDve formats built Free of Charge, as part of media buy
THANK YOU. TO LEARN MORE VISIT WWW.MILLENNIALMEDIA.COM/BRANDS
Gavin S1rrat Managing Director, EMEA
[email protected] @gavjs