liquid creativity by yoose | communicasia summit 2014 day 2
DESCRIPTION
Title: Liquid Creativity – Developing a Mobile Advertising and Content Strategy that Leverage on Opportunities Each Mobile Device can Provide Date: Day 2, 18 June (Wednesday) – Mobile Marketing Track Presenter: Christian Geissendoerfer, CEO of YOOSE Topics Covered: 1. Device optimised mobile advertising strategies – aligning to the unique characteristics and capabilities of each device 2.Ad formats in mobile that drives user experience Smart content - Improving mobile content relevance and engagement 3.Building content that can be integrated into augmented reality capabilities 4.Important creative elements to optimise mobile marketing performance 5.The power of location as a major targeting opportunity Video Link below: FIFA 14 TV Commercial - We Are FIFA 14 https://www.youtube.com/watch?v=FVsgso273EETRANSCRIPT
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LIQUIDCREATIVITY
2014MOBILE STRATEGIES
ChristianGeissendoerfer, YOOSE
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READY TO START YOUR MOBILE CAMPAIGN?
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1. Audience2. Location 3. Device/Sizes4. Operating System5. Duration/Timing
YOUR?
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6. User Journey7. Creatives8. Call to action9. Multi-Channel10. Budget
YOUR?
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A FLUID MOBILE MARKETINGCHECKLIST
More tips?
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MORE? 11*. TIPS• Integrate a mobile–first strategy as a part of entire
360 campaign• Understand changing user behaviors and context
with mobile devices• GO Programmatic Go RTB• Mobile Optimized and Responsive Design• Screen Size Matters• Personalization – User ID/CRM• Branding or user acquisition?
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MORE? 12*. TIPS
MOBILE OPTIMISED
LOCAL CONTENT
KEEP IT QUICK
ACCESS TO ALL DEVICES
DECIDE ON FORMATS
MAKE CONVERSION EASY
EASY NAVIGATION
SEAMLES WITH CURRENT SITE
VALUE AND TRUST
HAVE BUSINESS-DRIVING FEATURES
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(Source: Outbrain)
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CAMPAIGN EXAMPLE
CAMPAIGN OBJECTIVE• Drive footfalls to participating merchant outlets
during the Great Singapore Sale• Strengthen Mastercard’s ‘Priceless’ brand theme• Complement the multi-channel campaign on the mobile medium
JUNE - JULY ’13Standard Banner
SG
Orchard, Sentosa, Bugis, Haji Lane
Delivered over
1.1MMviews
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CAMPAIGN EXAMPLE
SEP - OCT’13Rich Media Banner
UK
CAMPAIGN OBJECTIVE• Target over 400 Premier League, UK-based
Champions League Games & England’s World Cup Qualifiers
• Rich Media Campaign with dynamic content• Specific Time targeting
Across All UK Stadiums
Over 150 matches
Over3.6M Views
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Location-based targeting to a mobile device is the ‘holy grail’ of advertising
WPP Chairman Sir Martin Sorrell
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MORE? 12*. Trends • Digital OOH• Progressive Screening• Audio Marketing • 020 Service• Rich Media Takes the Lead• Augmented Reality• It’s an app world
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THANKYOU