Emma crowe somo

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2nd April

Emma Crowe, SVP Client Strategy Josh Dale, Innovation Executive

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Unprecedented velocity of adoption

Marketers being left behind – consumer driven environment.

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Source: Celtra

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Source: Comscore Dec 2013

Own a smartphone (33.5m people) Own a tablet (12.3m people own, but

more use the device)

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Tablet

Mobile

Desktop

12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am

Tablets popular

at night

Mobile brightens

the commute

PCs dominate

working hours

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Lean back. High

Consumption and

engagement

Always on.

Location aware.

Staccato usage

Lean forward.

Focused engaged

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Source: eMarketer, Aug 2013

UK mobile ad spend to top £2bn this year, overtaking newspaper ad revenue forecasts

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Source: PhoCusWright 2013/Comscore 2013/BI Intelligence 2013

More people are using mobile as part of their travel experience, with wearable devices seeing increased growth as the go-to device for exploring travellers.

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of UK online travel sales will be mobile by 2015 - $40

biillion .

time spent on travel-related sites in US

wearable units sold predicted to be sold by

2018 .

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Social

DR TV

Desktop

PR & Events

Mobile

Mobile is becoming an extension to your customer day to day lives, using their devices both in silo and in conjunction with other platforms.

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Ad

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PROPENSITY TO DRIVE A DIRECT

INSTALL

DEPOSIT LOYALTY AWARENESS CONSIDERATION

...Where is the biggest opportunity to drive acquisition sales?

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The impact of new brands moving into the space can be seen in the shifts per

media format

Video is one of the largest growth areas due to its ability to be used across the

customer journey

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Engaged, generating content, or taking actions e.g. play, buy, etc.

only consuming content not interacting

Mobile can be used both to amplify and activate tradition marketing such as TV:

Second screening is common practice with 41% of all TV viewers second screening daily while watching TV

TV

Tablet Smartphone

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Amplify through paid media

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Tablet

Mobile

Desktop

12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am

Wake up

Travel to

work Home

Lunch Break

Travel Out with

friends

• Expectation is exclusive

and personalised

• Creative/

• messaging needs to be

relevant in context device

and channel

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• Be specific about what success means for you • Track it & optimise against it • Know who your target audience is • Your marketing plan needs to consider: - Device segmentation - Time - Context - Target audience • Consistent and relevant creative and messaging • Above all -- integration

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