Ad:Tech New York 2012 Mobile Marketing Masters Session 2

Mobile Marketing Executive View:

Cutting-Edge Strategies to Optimize and

Enhance Your Current Marketing Efforts

Nice to meet you

malbarda: always

on

Background

In case you missed session 1…

• Consumers know how to

use mobile:

– 1 billion smart phone users

– Mobile Ad Spend is now at

$ 2.6 BLN, and growing

double digit• (which is only about 2% of total ad

spend)

– $850 million spend globally

on mTrade

• Advertisers don’t know

how to use mobile:

– 47% of advertisers

“dissatisfied” with mobile

marketing progress

– 37% still evaluating

effectiveness of mobile

programs

– Only 14% of advertisers

“happy” with mobile ad

results– (CMO Council, Fall 2012)

The Challenge

Stop thinking about it as

“mobile”.

Start thinking about the

interaction opportunities that

the consumer is seeking.

Consumers want seamless and easy access.

Surely, that is what we should provide.

With “engaging” and “true two way” thrown in

for good measure.

So what ARE advertisers doing?

Consumer Centric at heart

And a journey beyond AIDA

Man of the Match – First for World Cup, now for

the FA Cup (other sports to follow soon)

• Democratize the vote

• Create a viewing and water cooler worthy

companion

• Make Budweiser association with football

(soccer!) authentic

Superbowl Bud Light & Shazam

• Thanks to Bud Light, 1 million (!) Shazam users could access an

exclusive, free remix by LMFAO of Madonna's new single that

debuted live during the game's halftime show.

Possibly my all-time favorite (and winner of the

2011 AB-InBev Digital Media Award)

• Small brand, irreverent, how to get a big brand

impact?

• Answer: with a little spontaneous media help

And sometimes we just pretend…

And finally…

Let’s hear from other categories and brands