MLA Sessions Presentation

Welcome
to

Presented by:

Holistic Mobile Planning
Creating & Executing Cross-Channel Mobile
Strategy in Today‟s Fragmented World

Trevor Hamilton
RVP, Velti Media
thamilton@velti.com
@Trevorham01

Agenda

• Some mind-blowing mobile stats & ecosystem update

• Major fragmentation

• The need for a holistic, multi-channel approach

• Review of multichannel mobile media formats

• Case studies

• Key takeaways

Mobile Ecosystem Update
“Consumers are voting with their time, with their
passions, and moving into a media space where
marketers are simply uncomfortable following
them…”

-IAB President Randall Rothenberg

10 Incredible Mobile Marketing Statistics

1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush.
(Mobile Marketing Association Asia, 2011)

2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the
average person to respond to a text message. (CTIA.org, 2011)

3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)

4) 91% of all smart phone users have their phone within arm‟s reach 24/7 – (Morgan Stanley, 2012)

5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)

6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a
lost phone. (Unisys, 2012)

7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in
one month. (Mobile Marketer, 2012)

8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)

9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012)

10) 52% of all mobile ads result in a phone call. (xAd, 2012)

Was Third Screen, now the First Screen

Source – Microsoft 2012

Mobile is a Major
Social Platform

Source – Microsoft 2012

US Mobile Landscape
Two year expected growth 2012 – 2014

*Source – eMarketer 2012

A Multichannel Approach Is
Imperative to Mobile’s
Success

5 Key Points for a Multichannel Approach:

1) Social Media, SMS, Mobile Advertising and QR codes complement each other, so
companies must identify what channels best drive user engagement.

2) Offering consumers relevant mobile experiences that are consistent across
consumer touch points and that are delivered in rich formats is expected

3) Mobile as the glue between traditional media and digital channels to drive broader
awareness, stronger engagement, and better ad conversion.

4) Consumer behavior is changing daily! Consumers now check out brand
competitors while they are in retail locations. (i.e “Showrooming”)

5) Consumers expect a seamless experience across all channels, particularly with
new, more powerful devices capable of more

To Plan a Holistic Mobile Strategy, Marketers Must:

1) Research to understand top target audiences and determine the best
engagement channels

2) Exercise “Mobile Readiness” – Mobilized assets, optimized sites,
snackable video, analog media integration, on-pack promotions

3) Define what success looks like and build in measurement routines to
evaluate which mobile channels realize the strongest ROI

4) Ensure that your multichannel strategy sustains brand value over time, even
if a specific campaign‟s timeline passes.

5) Optimize based off of performance and practice long-term planning

RESULT = CONSUMER LOYALTY

Review of Select Multi-Channel Mobile Formats

SMS

On Pack Promotions

QR Codes

Mobile Web & Apps

Mobile Advertising

Mobile Search

Location Based Services

True Multi/Cross Channel

Multichannel Engagement with SMS

Other Types of Messaging

MMS – Sending pictures & video


Push Notifications – In app messaging

IP Messaging -

Key Planning & Tracking Tools for Messaging:

A mobile or push notification platform capable of:

• Connected to a capable aggregator

• Keyword management

• Stable, easy-to-use API that integrates into the backend system of the brand

• Pre-built message campaign templates that incorporate best practices by
industry

• Comprehensive reporting allowing cross-channel analysis for user flow
tracking and KPI evaluation across all media

On Pack Promotions – Why On Pack?

1) It‟s valuable real estate that the brand is already
paying for

2) Every impression is 100% targeted and viewed

3) A great way to extend brand objectives

4) A great way to influence purchase intent at POP

On-Pack Promotions

Colgate wanted to drive product sales and consumer engagement for their
“Max White” toothpaste brand, and mobile was the channel of choice!
Specialty packaging was created for the promotion that featured instant win
prizes and for iPhones, iPads, and a final draw for a Toyota car.
The promotion resulted in a 12% lift in sales in the region during the time
the campaign was live.

On-Pack Promotions

Taco Bell‟s Unlock the Box Promotion Will Give Away 5,000 Playstation® Vitas

User instructed to Text Unique Code in Box to Short Code to see if they won.

Drove 1.3 million code redemptions and over 75,000 entries into mobile marketing
alerts over 6 week promotion

QR Codes – Why QR Codes?

• Great way to add an interactive dimension to analog media

• 22% of the Fortune 50 are placing QR codes in magazines, or at any
convenient location to deliver relevant content to smartphone users.

• Brands saw 30X more scans „11 holidays compared to „10.

• New report out by Nellymoser demonstrating QR Codes beat out direct
mail in driving response 6.4% to 4.3%

• Jury is still out for long-term utilization – may be usurped by new tech.

QR Code Activation

Give Consumers the Information needed to Make an Informed Decision via mobile

Also leads to Showrooming

Key Planning & Tracking Tools for QR:

A QR Code Generator & Management System:

• 24/7 URL Management

• Has companion mobile landing page development tool

• Self service tools to create, customize and promote

• Real time dashboard of campaign performance activity

• Robust analytics on a cross-media basis

Mobile Web – Why?

Huge Scale! 121.9 million US monthly users of the
mobile internet & 1.2 billion globally!

Per Comscore, 40% of
iPhone owners reported
browsing the web more
often on their phones
than on their PCs

Mobile Web – Why?

Potential lost opportunity and lost revenue!

Mobile Website Usability Rules to Live By!

 Mobile optimize your site
 Understand your audience
 Make your mobile site accessible
 Keep it Simple & clear
 Use Iconography
 Test, optimize and test again
 Provide link to main site
 Bear in mind connectivity (EDGE,3G,4G)

Smartphone adoption and HTML5 have changed EVERYTHING!

Understanding Your Audience
• Brands need to understand the natural human behaviors of their users

• Each audience member, even if they own identical devices use them
differently. Especially when you take into consideration:

 Time of day
 Content type
 mCommerce
 Banking/payments
 Video
 Games
 Location

The usability of the site has to evolve with what your users want from you

Smartphone Utilization

*Source O2 June 2012

Key Development Tools for Mobile Web & Web Apps:

A self or managed service platform :

• Innovative HTML5 creation

• Pre built templates and video transcoding tools

• Automated features with drag-and-drop interface enabling rapid deployment

• Widget components for site/app add-ons

• Comprehensive reporting with live site analysis enabling real-time optimization

Mobile Advertising Effectiveness

Key Tools for mobile ad serving & tracking:

1) Ad Serving

• Proven 3rd party ad server with real-time conversion tracking
• Real-time reporting UI
• Creative-level placement analysis
• Single source for counting & reporting
• Real time reporting dashboard

2) Analytics tools beyond ad serving

• Predictive analytics
• Consumer modeling
• Brand studies

Key Takeaways:
1) The mobile platform is burgeoning with opportunity, and brands have to get
organized to capitalize.

2) All media formats can be complemented by mobile and companies must
research and identify what channels best drive user engagement

3) Consumer behavior is evolving at a rapid pace. Brands need to provide a
seamless experience across all media

4) Brands need to understand the psychology of their users and provide relevant
experiences based off of that composition

5) Plan and buy your mobile strategy in a holistic manner that delivers utility and
benefit for the consumer at every step, and evolve as things change

6) Highly consider working with trusted providers who can offer cross-channel
solutions with unified analytics

ITS BEEN A PLEASURE!
thamilton@velti.com

Mobile Social Media

The Real Marketing Opportunities

David Berkowitz
VP Emerging Media, 360i
david.berkowitz@360i.com
@dberkowitz
www.about.me/dberkowitz

Surveying the landscape

360iU – Learn. Do. Teach. Proprietary & Confidential

US mobile phone usage heavily
social

Smartphone users are obsessed
with mobile social

US mobile social network users
growing, led by Facebook

Few surprises in top social
networks accessed via mobile

Source: Adobe

Social activity similar on PCs
& smartphones

Mobile social media strategy


The social strategic lens
Goals

Arsenal

Rules

Value

Social in the context of other digital
marketing

Mobile social advertising strategy:
Best practices
• Use mobile social to expand reach of
paid/earned social programs
• Beyond adding reach, look for potential
integration points
• Mobile only for specific audience groups
• Test copy & targeting
• Track separately

Facebook


Facebook mobile penetration
nears 60%

5 in 6 FB mobile users in North
America, Europe, Asia

Zuck on Mobile
"People underestimate how well we are
doing in mobile. We already see that mobile
users are more likely to be daily active users
than desktop user.“
- Mark Zuckerberg, September 2012

Facebook now has sponsored
posts in the mobile News Feed

Create Facebook posts designed
for mobile

Source: Celtra

Twitter


Twitter advertising: USA! USA!

Twitter can integrate with other
kinds of mobile ads

What are we sharing on Twitter?

LocalResponse ad model based
heavily around Twitter

Social TV = Twittervision: Kimmel
gets 60K tweets in <3m at Emmys

3 ways mobile social media
is changing us
1. How we share our world
2. How we shop
3. How we connect in person

Instagram: hashtags worth
(almost) a billion bucks

Brands play with photo tags
(in bed)

Southwest Airlines runs Viddy
contest

Pinterest: nominally mobile today,
massively mobile soon

GoldRun helps digital imaginations
run wild

Cinemagram blends photo & video

Google‟s Project Glass:
Mobile = wearable, pervasive

DVF sports Glass at Fashion Week

Smartphone users keep their
phones active in stores

Weekend afternoons are prime
time for retail check-ins

The new Foursquare: friendly tips
and messaging followers

7 types of Foursquare specials

4sq less creepy than proximity
networks, more clear on value

Social commerce all Wrapp‟ed up

Kraft „Endorses‟ mobile social
shopping

Tide Stain Brain taps the
community

Charmin‟s Sit or Squat helps
people find restrooms

Wendr helps people plan to be
more social

GrubWithUs finds common ground
for dining

Social beer-branded app takes
over South Africa

McDonald‟s brings pong to screens
small and massive

Smirnoff personalizes bottle
service

Harry‟s Bar (Singapore) creates
digital messages on a bottle

Key takeaways
1) Mobile social media is here. In a big way. It‟s huge.
2) As we adapt to it and it to us, our behavior changes.
3) As behavior changes, there are new ways to reach
these consumers.
4) Meet the immediate needs of your target audience.
5) Prioritize opportunities where there‟s a clear value
exchange between your brand and consumers.
6) Constantly learn from your targeted consumers.
7) Embrace change.

Talk amongst yourselves.

Foursquare is neither a
numeral nor a
quadrilateral. Discuss.

Thanks
David Berkowitz
VP Emerging Media, 360i
• david.berkowitz@360i.com
• blog.360i.com / @360i
• MarketersStudio.com / @dberkowitz
• www.about.me/dberkowitz

PLANNING
MOBILE
CREATIVE
Putting Mobile First

Theo Skye
Executive Creative Director

THEO SKYE

Reach out directly with questions, comments, and ideas.

linkedin.com/theoskye

theo.skye@medialets.com

@theoskye

NEW YORK | LONDON | CHICAGO | LOS ANGELES

MOBILE CREATIVE
SHOULD BE RICH
Today’s mobile device experience is rich.
Mobile ad creative should therefore be rich.
Mobile audiences want and expect rich,
seamless usability that not only facilitates,
but enhances their experience.

…srsly?

CAMPAIGNS
WITHOUT GREAT
CREATIVE SUCK
Plain and simple...

There is no easier way to waste a media budget
than to run ineffective, sub-par creative.

1. Better creative gets better campaign results.
2. Better campaign results make budgets grow.
3. Growing budgets gets you raises and promotions.

BUT WHAT
IS GREAT
CREATIVE?
Great creative...
• is the end user interface of the campaign; it must be usable
• generates brand awareness
• communicates meaningful sales points
• supports the brand‟s business objectives
• invokes an emotional connection between audience and brand
• affects changes in audience consideration that lead to
marketplace action.

GREATE
CREATIVE IS
NO ACCIDENT
Pretty takes time.™

Creative teams must be armed with knowledge
and reasonable timelines.

MOBILE CREATIVE IS
STILL CHALLENGING
Specific challenges for creatives:
• Learning about new and fragmented ad formats, specs, and sizes
• Reporting capabilities and discrepancies
• Understanding of specific creative capabilities – what works well?
• Large variety of devices and screen sizes to grapple with
• Multiple Creative APIs to code for (MRAID, ORMMA, Proprietary SDKs,
Web)
• Lack of HTML5 production tools (Adobe Edge Animate recently released)
• Orientation-awareness in ad units (one ad, two layouts)
• New interaction methods to contemplate (shake, tilt, swipe, pinch, etc.)
• Most creatives still have little-to-no experience in mobile!

It all harkens back to the Flash plugin landscape in the 1990’s.

MOBILE HAS NEW AND
UNIQUE AD FORMATS
Similar to desktop, but with important nuances.
• Banners
• Tap to web, tap to call, tap to download app, tap to video, etc.
• Expandable banners
• Expandable Panel as a “growable” banner
• Expandable Panel as a separate “overlay”
• Interstitials
• Overlay interstitials
• Swipeable interstitials (between-page banners)
• Emerging formats such as responsive ad units
• One ad creative for multiple placements and screen sizes
(Windows 8)

FRAGMENTATION OF
CREATIVE APIs
Creative APIs are the JavaScript code inside
ad creative that makes an ad expand, dismiss
(and much more) in mobile apps.
• MRAID
• Maintained by the IAB
• Version 2.0 just released.
• This is the standard that pubs should be implementing in their apps.
• ORMMA
• Was maintained by a consortium of vendors and publishers
• Had early traction, but is now starting to wane in usage
• Proprietary SDKs
• Some vendors and publishers have (foolishly) paved their own road.
• Mobile Web
• Don‟t need to use any standard creative API.

MOBILE ADS ARE
BORN PREGNANT
A single ad execution can multiply!
EXECUTION AD SIZES PLATFORMS CREATIVE APIs

MRAID
ORMMA
One execution.
iOS Mobile Web So many ads to
Size #1 MRAID build traffic &
ORMMA report on!0
Android Mobile Web

Execution MRAID
ORMMA
iOS Mobile Web

Size #2 MRAID
ORMMA
Android Mobile Web

KP
M ID
ED
IA EF
PL IN
CR A N IT IO
CR EA NI N
EA TI NG
CL TI VE &
VE
IE
NT CO
TE B
AM UY
FE NC IN
ED EP BRI G
BA T EF
IN
CL
IE
CR CK UAL
IZ G
EA /A
NT PP AT
FE TIV RO IO
ED E N
BA DE VAL
CR CK SIG
TIMELINES

CL
IE EA /A N
NT TI PP
VE RO
FE PR V
ED OD AL
BA
CK UCT
ARE LONGER

/A I
VE PP O N
RO
0

ND
OR VA
PR PU L
OD BL QA
UC IS
3-6 WEEKS

HE
TI
ON R
QA
FI
T XE
S
MOBILE CREATIVE

L A RAF F
UN FI
CH CK ROM
IN
& QA
VE G
RI
FI
CA
TI
ON
Factor 3-6 weeks from creative kickoff to go-live.

BUT THINGS ARE
IMPROVING FAST
The industry is moving quickly to standardize
Many parties are working toward achieving creative
standardization:
•The IAB: MRAID 2.0 Creative API
•The MMA: Standardizing ad sizes and ad measurement
•Starting to enforce on-device impression counting
•Only count impression when ad is
visible for > 1-second
•Publishers: Seeing the wisdom of standardizing ad units
•The Big Four: Initiatives such as Vivaki’s Pool are jump
starting innovation
•Agencies: Media planners & creatives are getting more
mobile-savvy
•Vendors: Empowering and improving implementations

WHAT YOU
CAN DO
You can help to make mobile creative
be all that it can be.

START AT
THE BEGINNING
The stage must be set for great mobile creative
before the creative team is looped in.
1 2 3 4 5
Design media The brand’s The ways that Gather detailed Reasonable
plans to specific brand goals ad specs at timelines
minimize campaign will be least before should be
overall creative goals should measured the creative provided for
level of effort be effectively should be design and creatives to get
and reduce communicated. documented. production great work
production work begins. done.
costs.

DESIGN MEDIA PLANS
TO MINIMIZE OVERALL
CREATIVE LOE
Media planners!
Creative success begins with you!
1.Minimize the total number of unique ad sizes on the plan.
2.Minimize total creative APIs (MRAID, ORMMA, proprietary SDK, mobile
web?)
• Limit plans to placements that use only one or two unique Creative APIs.
3.Consider not just placement dimensions, but the specifics of placements.
• Dimensions of the expandable view?
• Orientation-aware ad (banner and/or expandable)?
• Swipeable ad?
• Will the placement accommodate a specific creative requirement?
4.Usually only mobile ad serving vendors will have this information.
• Work with a vendor that can help refine the media plan.

INFORM CREATIVES
ABOUT BRAND GOALS
Strategists!
Creatives should be given the basic information
about why the brand is running a given campaign.

When creatives have this information, they can
design better performing executions.

DEFINE HOW BRAND
GOALS WILL BE
MEASURED
Analysts!
Let the creatives know the metrics that define a successful outcome.
• Define and prioritize KPIs
• Strategists & Business Analysts should write the concise story that
they want to deliver to the brand client at the end of a campaign
before media planning and creative work even begins.
• Get the client to approve the narrative
• Share the narrative story with everyone, especially the creatives.

GATHER DETAILED
AD SPECS BEFORE
CREATIVE WORK
BEGINS
Publishers & Vendors!
Creatives need to fully understand the end user experience of ad placements to
create the most appropriate and best performing concepts.
• Orientation-aware ads? How do they work?
• Auto-expand? Auto-dismiss?
• Animation time limits?
• Swipe actions allowed?
• Creative APIs?
• What is the actual end user experience in all use cases?

KP
M ID
ED
IA EF
PL IN
CR A N IT IO
CR EA NI N
EA TI NG
CL TI VE &
VE
IE
NT CO
TE B
AM UY
FE NC IN
ED EP BRI G
BA T EF
IN
CL
IE
CR CK UAL
IZ G
EA /A
NT PP AT
FE TIV RO IO
ED E N
BA DE VAL
CR CK SIG
CL
IE EA /A N
NT TI PP
VE RO
FE PR V
ED OD AL
BA
CK UCT
/A I
VE PP O N
RO
0

ND
OR VA
PR PU L
OD BL QA
UC IS
3-6 WEEKS

HE
TI R
CREATIVE WORK
DON’T RUSH THE

ON QA
FI
T XE
S
Cool it now. Pretty takes time.™

L A RAF F
UN FI
CH CK ROM
IN
& QA
VE G
RI
FI
CA
TI
ON

LET’S
GROW THIS
Mobile ad spend needs to increase to
keep pace with user behavior.

FASTEST GROWING
MEDIA CHANNEL EVER

ANTICIPATE DIGITAL
DISPLAY CONVERGENCE

Desktop
& Mobile
Merge
2014 : $6.5B

2013 : $4.4B

2012 : $2.6B Mobile

BUT MOBILE AD SPEND
DOESN’T REFLECT
TIME SPENT

But brands need
to know that
mobile media
will work for
them before
budgets will
increase.

LEARN TO GROW
Learn is a verb. Do it.
Your mobile campaign is the lab.
Even if direct KPIs are somewhat vague, a story of success can be crafted.

1. Run A/B tests within creative 2. Run Brand Studies
• Call to action variations • Insight Express
• Design characteristics such as • Dynamic Logic
color, imagery, animation. • KN Dimestore
• Also helps to avoid creative • comScore
fatigue with visual and copy
variety

When brands have evidence that something works
better they’ll do more of what works in the future.

USE YOUR
VENDORS
Mobile vendors have a lot to offer,
and it is in their interests to do so.
Use your mobile vendors for:
• Benchmarks: to help justify a plan and results before and after a
campaigns
• Creative Services: to fill any gaps in creative knowledge or
resources, jump start the creative AOR, and sell-through a concept:
• Ideation
• Mockups
• Production
• Media Planning Assistance: to reach the right audience while
avoiding budget-busting fragmentation

Ask and you shall receive.

THANK YOU
Theo Skye
Reach out directly with questions, comments, and ideas.

linkedin.com/theoskye

theo.skye@medialets.com

@theoskye

NEW YORK | LONDON | CHICAGO | LOS ANGELES

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