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This is the opening setup for our discussion at the 2012 NYC Mobile Upfront ( http://youtu.be/kf1UTtdMYcI ). These slides were put together by my good friends Jason Newport, SVP, Mobile at Carat and Aubrie LaMar, CSM, Mobile Team Lead at iProspect and myself.
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Mobile Media Upfront
05.08.11caratisobariprospect
tony does a quick set-up and Introduces:Aubre - Mobile Search and Performance: iProspectJason - Mobile Media: CaratMichael - CSO: Iosbar US
$500+ Billion
1%87% Penetration
Total global spend on “advertising” (not including all marketing) is $500-600B.Mobile global penetration between 85-90% (toothbrushes are about 70% btw).Yet, mobile spending is about 1% of the total ad spend... WHY!?!
what do we need
3
make change
Today we are here to discuss what do we need to have or do to change the Current state of brand / client engagement / investment in mobile...
many real barrierstracking, retargeting, cookies, udid, smartphone divide, os fragmentation,
rich media ubiquity....
4
There are many reasons... real reasons... tactical reasons... for this.(tracking, retargeting, measurement, etc, etc, etc)Many will be discussed most of the day today... ...and we aren’t going to talk about any of them!
larger issue
5
Let’s assume for a minute all of these tactical issues will be solved... somehow... maybe by many of you here today!...and when the issues are solved, it occurs to us there is another issue... so that’s what we wanted to discuss today...
huge story
6
small stories
We think it’s hard to sell the larger picture of mobile because there is a disconnect between how people experience mobile and how clients / agencies deploy / pay for mobile...We suggest in doing so, we are making everything in mobile artificially small...
people & customers
7
clients & brands
People and customers don’t think about mobile... it’s not a channel to them...But to a lot agencies and brands, because of our legacy and structure, we silo mobile and make it small...This disconnect does not help when we are trying to unlock the huge story of mobile for brands and consumers.
People How do they experience mobile?
What the hell do we mean by that?At Aegis Media, here’s how we see mobile.It’s all about how we think people understand / experience it...
how we think about it
9
How we see mobile across iProspect, Carat & Isobar...
EMERGING ECO-SYSTEM OF DEVICES X SERVICESConnected People
10
DEVICES
CONNECTEDPEOPLESERVICES
We are in a convergent world driven by “supply” (bandwidth, storage, etc) and “demand” (access, control, etc).This world is being super-fueled by “Ecosystems” (services like amazon, apple, google, etc) and “Devices” (phones, tabs, ultra-books, watches, etc).It’s this continuous cycle that makes us all feel seemingly more connected everyday...
CONNECTED CULTURESConnected People Make Up Connected Brand Cultures
11
=CONNECTED
PEOPLE
But we are more than just a bunch of connected people... Todays mobile social connections allow us to come together more informally and less directly...These connections are not networks per say, they are informal groups auto-formed through convergence... around places, things and even brands.And when people come together in this way they form what we call “Connected Cultures” and it’s what we strive to build & strengthen for our client’s brands.
BUILDING BLOCKSConnected Cultures Ingredients
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where i am & where am i going
who am i connected to buying & sel l ing
consuming, making & col lect ing
The building blocks of connected cultures:Content - video, rings, games, apps, text, pictures... (that means radio & photos)Spaces - location / where i am... (social and commercial)Community - who i’m connected to and who’s connected to me (sharing, grouping, collective action)Commerce - purchasing things / virtual and physical
A CONVERGENCE FRAMEWORK
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COMMERCEWHAT THEY BUY
AND WHY
CONTENTWHAT THEYCONSUME
SPACESLOCATION BASED
SERVICES
COMMUNITYCONNECTING AND
SHARING
DATA
DATA
DATA
DATA
Define roles, partners & data
This is how we see consumers experiencing convergence in the mobile world...Less about channels and more about experiences...and these experiences are data rich.
CONNECTED BRAND CULTURESThis is how people experience brands
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COMMERCEWHAT THEY BUY
AND WHY
CONTENTWHAT THEYCONSUME
SPACESLOCATION BASED
SERVICES
COMMUNITYCONNECTING AND
SHARING
DATA
DATA
DATA
DATA
And maybe most importantly to this audience here today...Today these experiences are how people connect to brands and their cultures in the world.
Brands & Agencies How do they plan & buy mobile?
Ok that’s great... But how do we buy and sell mobile?Same way? nope!We are all organized for various reasons around executions in mobile...Like it’s a channel, even though it’s not. (us too!!!)
CORE SERVICESBased around executions, less about experiences
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MOBILEWEB
MOBILETECHNOLOGY
MOBILESEARCH
BannersExpandablesRich MediaMini-s i tes
SearchMapsDirect ionsOffers
Appl icat ionsWearable Comput ingMobi le Si tesDisplay Uni ts
“Our tribes” on the client, media and agency side are still a bit fragmented in our approach to mobile...Mobile web - typically display & a lot of performance... (usually arguing against apps)Mobile search - advanced SEM with location special sauce (very brainy)Mobile technology - always trying to build mobile sites or mobile apps and usually both (bunch of hipster nerds)
WANT & NEEDSo how do we understand & deliver “Connected Cultures” for brands?
17
MOBILEWEB
MOBILETECHNOLOGY
MOBILESEARCH
If we could do a better job together of explaining and telling a larger story about how the “buckets” support and expand “Connected Cultures” for brands we would have a much easier time getting more than 1% spend.
WANT & NEEDHow do we bring together the huge brand story about connected culture?
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COMMERCEWHAT THEY BUY
AND WHY
CONTENTWHAT THEYCONSUME
SPACESLOCATION BASED
SERVICES
COMMUNITYCONNECTING AND
SHARING
MOBILEWEB
MOBILETECHNOLOGY
MOBILESEARCH
So today we wanted to discuss how we see the relative strengths of the three main mobile practices and how they support the four main building blocks of what we call at Aegis Media, “Connected Cultures”!(kick to moderator and start discussion)
discussion
19
hand it back over to tony..hoping to talk around these experiences with some experts in search, media and technology...
20
content spaces community commerce
Example Grid
21 back to examples
Social TV: Disney
Goal: deepen engagement with viewers of Disney’s Christmas Day Parade, increase awareness of other Disney mobile-optimized assets, create new content discovery opportunities
Solution: program-length Shazamable TV experience that allowed viewers to unlock performing band content, view a preview of Cars Land at Disney California Adventure, build-and-share-their-own virtual gingerbread cookie, and view photos of Santa on vacation
22 back to examples
Sprite Uncontainable Game VideoContent - Clients want both produced and UGC working seamlessly together.
23 back to examples
Mobile Display: The Container Store
Goal: Increase signup of The Container Store Dorm Makeover contest among key Student demographic.
Solution:Integrated Mobile Display with existing PPC and online Display efforts targeting key student and parent of students demographic Developed custom mobile landing page for submission to the sweepstakes.
Mobile Display campaign drove 36% of total signups (more than online display or search)
24 back to examples
Mobile Circulars: The Home Depot
Goal: drive incremental sales leading up to and through Memorial Day, generate consumer awareness around key products and seasonal offers, decrease dependency on print
Solution: mobile FSI rich interactive unit that provided consumers with the option to “swipe through” a range of THD products and offers
•Aimed at THD’s audience of adults 25-54, and utilized location and demo targeting
•Mobile ads ran cross-platform across iPhone, Android and other OSs
25 back to examplesback to examples
Captain Morgan’s Captain’s Conquest GameCommunity - Leveraging gaming competition into community for clients
26 back to examples
27 back to examples
Click-to-Call: Nutrisystem
Goal: Gain incremental orders while increasing brand presence in a less competitive landscape.
Solution:
Implemented click-to-call functionality without impacting ad text on brand, non-brand, and content mobile search campaigns
Used specific tracking links for mobile ads to accredit orders based on clicks.
Mobile search generated orders at a lower blended CPA than online search campaigns.
28 back to examples
Mobile Couponing: Athletic Retailer
Goal: Increase traffic to stores via cross-channel alignment.
Solution:
Early involvement in the Google Mobile Coupon beta offered the [Athletic Retailer] customer the opportunity to redeem unique mobile coupons in-store.
Increased relevancy as mobile coupons were only displayed to users searching within a 20 mile radius of store locations.
Stores saw a nice increase in revenue and search CTR increase 28% when the offer extension was available.
29
Moderator Tony Nethercutt, GM Mojiva North America shares some “Rich Media” Examples he’s working on with Fed Ex and Fiat and calls out the panelists as to, why this type mobile advertising isn’t more widely leveraged at this point?
Don’t Be Small, It’s Huge. Thanks.
@carat@iprospect@isobar