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Has mobile reached its
perfect peak? Ben Phillips
Global Head of Mobile, MediaCom
These were mobile phones before 2007 smart(ish)
Then the iPhone 8 & X arrive
Then the iPhone 8 & X arrive
• 5.8inch Super Retina Screen
• Most durable glass..EVER!
• Wireless charging
• Fully gesture operated (removal of
Home button)
• Facial recognition (FaceID)
• Animoji’s
• Improved camera
• Machine Learning
• AI
• Etc etc….
And the ”Meme” ecosystem went into meltdown
And the ”Meme” ecosystem went into melt down
And the ”Meme” ecosystem into meltdown
And the ”Meme” ecosystem went bananas
But what does that mean for advertisers?
• AR is going mainstream
• You could argue that Pokémon
Go took Augmented Reality
mainstream, but Apple’s new
handsets and AR Kit means we are
likely to see more immersive
opportunities. The greater
processing power offered by the
new chips in the iPhone 8 and
iPhone X, take the opportunity up a
level.
3 new ways for brands to connect with consumers
• Come charge with me
• The new iPhone’s wireless charging
capability allows brands to provide
fuel for phones and reasonably
request a value exchange in return.
The use of wireless charging makes
this a reality.
3 new ways for brands to connect with consumers
• Facial recognition creates more
secure connection
• It’s perhaps more speculative but
FaceID potentially allows us to
optimise the message, not just
based on our standard metrics but
also on the real-time emotional
response of the consumer viewing
that message.
3 new ways for brands to connect with consumers
Ok now back to reality for a bit….
At least 309 million people
(16% of the world’s 1.9bn
smartphone users) are
blocking ads on the mobile
web
October 2016 Google looses
MRC Accreditation for “Mobile
Web Served Display
Impressions”
Over estimating average time
spent watching between 60%
& 80% increase
Global brand advertising
appears alongside extremist
content
Ad Blocking
Google losing
MRC
accreditation
Facebooks
inflated video
views
Brand safety
Its been a tough year
More consideration over
creative content and mobile
first mindset
Looking at mobile first
solutions and not to rely on
desktop tech to work in a
mobile environment
Moving outside the duopoly at
other inventory sources
Requirement for better 3rd
party measurement
NOT letting suppliers mark
their own homework
Questions being raised that
needed to be aired
Uplift in local publishers
(Control)
Ad Blocking
Google losing
MRC
accreditation
Facebooks
inflated video
views
Brand safety
What have we learned from it?
Mobile is able to provide answers to todays challenges
Complex, Fragmented Mobile Landscape is a Challenge
Work with partners that have
been certified to your
standards not theirs
Location provides real time
footfall and engagement data
How does viewability effect
your business outcome?
Does a video viewed at 50%
result in a product purchase? What does attribution mean to
you and your campaign?
Quality
inventory
Audience &
Location
Data
3rd Party
measurement
e.g.
Viewability
Attribution
Build “Stack Solutions”
Mars ”Hungerithim” Bringing the Stack to Life
The “mood” of the internet determined the price and voucher that was delivered The angrier the internet, the less you have to pay for a Snickers
How to build an award winning mobile solution?
Awards and Recognition
•Festival of Media Asia 2016 | Gold: Best Use of Real Time
Marketing
•Festival of Media Global | Bronze: Best Use of Real Time
Marketing
•Cannes Lions 2017 | Gold: Media C02 Use of Real-Time Data
•Cannes Lions 2017 | Gold: Cyber F09 Use of Social Data &
Insight
•Cannes Lions 2017 | Gold: Direct C04 Real-Time Response
•Cannes Lions 2017 | Gold: Mobile F02 Real-Time Response
•Cannes Lions 2017 | Gold: Mobile F07 Social Business
Creating the Perfect Storm
Starting with a great idea
Amazing creative design
and execution
Using a variety of 1st & 3rd
party data to build DCO
Strong partnership &
integration with retail POS
Mobile + OOH =
Mobile + OOH =
Creating the Perfect Storm
Creative thinking: First
campaign of its kind in the
UK Working Digital OOH and
mobile creative
GPS and RFID-powered
kit + Programmatic OOH +
Audience data Strong partnerships with
Ubiquitous, MobSta &
MBA
We work to Time with brand
as a metric. This is driven
by two different tracked
metrics
• Time spent with the
content we are delivering
i.e. Cost per second
spent on video
• Time spent on site. When
we combine the two we
can get an overarching
metric of time spent with
the brand which we use
as a proxy for brand
preference.
Shell - Time with brand example
This is slightly different but still based on time spent to an extent.
Not all Bose product sold through own stores
We work to a CPA campaign where we have a pixel fire on site if a user travels to a second page in one session or stays on site for longer than a minute.
The two combine to create a quality visit if a user completes either.
Bose - Quality Visit
Has mobile reached its peak?
• (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an
element
• (Hardly any) mobile ONLY digital campaigns
• Digital advertising spend hit $72.5bn in 2016
• $36.6 billion of that (51%) was mobile advertising
• Mobile video advertising grew to 53 percent to $9.1 billion
• We see mobile video advertising increase c 140% YOY
• Growing confidence from advertisers
• Better accounting methodologies and transparency
Has mobile reached its peak?
• (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an
element
• (Hardly any) mobile ONLY digital campaigns
• Digital advertising spend hit $72.5bn in 2016
• $36.6 billion of that (51%) was mobile advertising
• Mobile video advertising grew to 53 percent to $9.1 billion
• We see mobile video advertising increase c 140% YOY
• Growing confidence from advertisers
• Better accounting methodologies and transparency
• We’re not there yet!
Has mobile reached its peak?
Look outside the “duopoly” of FB & Google
Find the perfect partner(s)
See what functionality is most valuable to you
Think! “mobile first” - its easier than adapting a
desktop strategy to mobile
Ensure that customer value is first and foremost
Message Received Check List