Aegis Media - A View From The Top - Mobile Media Upfront - NYC 2012

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

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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....

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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

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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

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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

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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

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How we see mobile across iProspect, Carat & Isobar...

EMERGING ECO-SYSTEM OF DEVICES X SERVICESConnected People

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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

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=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?

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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

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hand it back over to tony..hoping to talk around these experiences with some experts in search, media and technology...

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content spaces community commerce

Example Grid

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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

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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.

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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.

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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