Going Natural ways to interact with consumers on mobile Digital Marketing Live! 21.05.14
Digital Marketing Live! 2014 - Widespace - Adrian McDonald
May 08, 2015
GOING NATURAL & WAYS TO INCREASE INTERACTIONS WITH CONSUMERS ON MOBILE
Adrian McDonald serves as the Director of Business Development & Strategy at Widespace. Prior to joining Widespace, Adrian was the Country Manager for Microsoft Advertising & Online in Sweden. While at Microsoft, he held various leadership positions in the UK and Europe and, notably, was responsible for overseeing the launch of the Microsoft Advertising Exchange in Western Europe. He also worked for Australian television broadcaster, Nine Network, and began his career in Sports & Event Marketing. Adrian currently serves as a Board Member with both the IAB Sweden and MMA UK.
Adrian McDonald serves as the Director of Business Development & Strategy at Widespace. Prior to joining Widespace, Adrian was the Country Manager for Microsoft Advertising & Online in Sweden. While at Microsoft, he held various leadership positions in the UK and Europe and, notably, was responsible for overseeing the launch of the Microsoft Advertising Exchange in Western Europe. He also worked for Australian television broadcaster, Nine Network, and began his career in Sports & Event Marketing. Adrian currently serves as a Board Member with both the IAB Sweden and MMA UK.
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Going Natural ways to interact with consumers on mobile
Digital Marketing Live! 21.05.14
Gain insight of what is natural
behaviour
Digital Marketing Live! 21.05.14
Media consumption : time spent
Mobile & tablets will rule the world in 2018
Press 2%
Other analog media 5%
Movie Theatres etc 1%
Laptop/Desktop 5%
Digital TV 17%
Tablets 35%
Mobile 35%
Widespace (Time spent) Prognosis 2018
70%Digital Marketing Live! 21.05.14
Dutch users of mobile internet Regular users, people aged between 12 to 75 years
Source: CBS 23 oktober 2012. PB12 - 060 Digital Marketing Live! 21.05.14
Source: KPCB 2013
We check our smartphones:
150 times per day
Digital Marketing Live! 21.05.14
Source: KPCB 2013
We check our smartphones:
Digital Marketing Live! 21.05.14
Daily photos uploaded & shared
Source: KPCB 2013 Digital Marketing Live! 21.05.14
Pay attention to the natural customer of tomorrow
Digital Marketing Live! 21.05.14
The 90’s crowds most important device is the mobile. !
All day long
Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014Compared With Average By Hour Based on Widespace traffic
Daily Mobile Consumption
Digital Marketing Live! 21.05.14
The 90’s crowds most important device is the mobile. !
All day long
Source: OfCom, UK "Adults' Media Use and Attitudes Report” 2014Compared With Average By Hour Based on Widespace traffic
Which one of these would you miss doing the most?
Digital Marketing Live! 21.05.14
Respect what’s natural by
eliminating the un-natural
Digital Marketing Live! 21.05.14
CTR moves against the grain of our natural interactions & conversations
“Hey, I clicked on this amazing ad today and…”
Digital Marketing Live! 21.05.14
CTR moves against the grain of our natural interactions & conversations
CTR: 0.4%CTR: 2.6%Observation: 59%Observation: 59%
Purchase intent: 21%Purchase intent: 27%
Digital Marketing Live! 21.05.14
!
Banner blindness at scale
Digital Marketing Live! 21.05.14
Apply the insights of natural to everyday marketing
Digital Marketing Live! 21.05.14
Create interesting ads.
Interesting ads increase purchase intent
Widespace Brand Impact Study, March 2014 Digital Marketing Live! 21.05.14
Offer interactivity.
Digital Marketing Live! 21.05.14
Low noise. Unique Capabilities
GPS
Calendar
Gyro & Shake
Microphone & speaker
Touch Screen
Camera
!10%%
!8%%
!6%%
!4%%
!2%%
0%%
2%%
4%%
6%%
8%%
10%%
1.80%%
1.90%%
2.00%%
2.10%%
2.20%%
2.30%%
2.40%%
2.50%%
Sunday% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday%
InteracAon
%Rate�
Mobile%Traffic%VS%InteracAon%Rate%(Red%Bar:%%%Difference%Compared%with%Weekly%Average%)�
Traffic%%%
IR%
!10%%
!8%%
!6%%
!4%%
!2%%
0%%
2%%
4%%
6%%
8%%
10%%
1.80%%
1.90%%
2.00%%
2.10%%
2.20%%
2.30%%
2.40%%
2.50%%
Sunday% Monday% Tuesday% Wednesday% Thursday% Friday% Saturday%
InteracAon
%Rate�
Mobile%Traffic%VS%InteracAon%Rate%(Red%Bar:%%%Difference%Compared%with%Weekly%Average%)�
Traffic%%%
IR%
People interact more at start & end of week
Digital Marketing Live! 21.05.14
Know when to offer interactivity.
Reward. Reduce.
When things happen within the ad
Digital Marketing Live! 21.05.14
Know your surrounding.
Entertainment have highest interactions Music/Radio have the lowest
Digital Marketing Live! 21.05.14
Apply the insights of natural to everyday marketing
Respect what’s natural by
eliminating the un-natural
Gain insight of what is natural
behaviour
Pay attention to the natural customer of tomorrow
Digital Marketing Live! 21.05.14
Thank You! @adrianmcdonald
Digital Marketing Live! 21.05.14
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