Why getting mobile right is so important

Daily screen share each day

52%27%

21%mobile

computer

TV

Showing the importance of mobile as an advertising space

The Top 1%

40%29%

28%laptopdesktop

mobile

Mobile is the second most important device for going online, after laptops

Mobile vs. PCs – Activities of the Top 1%

69%54%

41%

66%51%

38%

Used instant messaging

service / app

Use service to make calls over the internet

Used an online TV/ film subscription

MobilePC/laptop

Effectiveness of mobile v. other digital ads

mobile is still in it’s infancy and there isn’t lots of ad clutter

2-4%MORE EFFECTIVE

AT DELIVERING AT ANY POINT ALONG THE PURCHASE FUNNEL

Good creative is imperative

Whilst targeting and context are also important for a successful campaign, it cannot mitigate the affects bad creative

BAD MOBILE CREATIVE HAS A NEGATIVE IMPACT ON THE

BRAND-1

1

What factors create the best mobile ideas?

1. HAS A CLEAR GOAL IN MIND.2. COMES FROM A HUMAN TRUTH.

SOCIAL WORTH + HUMAN EMOTION 3. HAS CROSS MEDIA SUPPORT.

*** out takes from MMAs SMARTIE Awards

Case Study – Heineken’s @WhereNext

Guide to great mobile creative

So our content needs to be short, sharp and snack-able

8s2015

12s 2000

Concentration has dropped 45% in 5 years

‘Thumb-stopping’ moments

@thebodycoachhttps://www.instagram.com/

thebodycoach/

@shieldfivehttps://www.instagram.com/

shieldfive/

The first 10 seconds are important

**Facebook & Neilson data

Working without sound

Don’t make sound essential to the story

click here for YouTube video

You don’t need to say everything

Doesn’t have to be a work of art, has to be easy to understand, and practical

Aim to have no more than 3 button functions per page

Take time first to consider the format

Never underestimate the power of touch

Skittles Touch the RainbowClick here for YouTube video

It takes more to be ‘Relevant’ with mobile

Real Time Right Place Useful Interesting

+ +

A great example of relevance

NFL & Google’s The GiferatorClick here for YouTube video

What does this mean for the business elite

& businesses?

The C-suite are people too

Well designed creative is a ubiquitous need – no matter who you are

The tech born CEO

who live and breathe tech, and will judge others by their own standards

High expectations with user experience

there is a very high level of expectation in terms of functionality and service

expectation

Take outs

• Mobile creative should not be an afterthought• C-suite expectation levels are high, so we can’t lose

them due to poor mobile creative • The Top 1% spend a lot of time on mobile, so we

cannot miss the opportunity • Consider how we can make the experience as

contextually relevant as possible • Creating Thumb-Stopping moments in the first 3-10

seconds• Consider that there is automatically no sound on

social