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MOBILE FIRST,
MOBILE BEST
CONNECTED MEDIA
FRAMEWORK
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THECOLLECTIVE
FACTORY
@august_west
AP
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Mobile
as
Platform
Mobile
as
Channel
THESIS
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THE CURRENT PLANNING
PROCESS IS ANTIQUATEDLIKE THIS MODEL T:
IT WORKS...
BUT ITS NOT VERY
EFFICIENT
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TYPICAL PLANNING PROCESS
5
The typical planning process has the consumer
in the center. You would then determine which
media channels that consumer spends time in.
CONSUMER SURROUND
BYMEDIA CHANNELS
On-ProductDirect
Radio
OOH
TV
Phone
TV
THIS SOUNDS
IDEAL RIGHT?
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ITS NOT. HERE IS WHY:This process was developed when media was static.
It was developed before everyone had aconnected device on them 24 hours a day.
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ALL BELOWIN REAL TIME
TV OOH Radio Print In-Store Tablet Computer Event DR Mail
PERMACONNECTION - - - - - - - - -
PROVIDESLOCATION - - - - - YES YES - -
TRANSACTIONAL - - - - YES YES YES - -
SOCIAL - - - - - YES YES - -
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KEY DIFFERENTIATORS FOR MOBILE
MOBILE WINS ACROSS THE BOARD
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On-Product
Dire
Radio
OOH
TV
BECAUSE WE ALL INTERACT
WITH MEDIA DIFFERENTLY
How media impacts the user
changes dramaticallydepending on the connecteddevicethe user has
A OOH placement for examplecan gain contextual relevanceif interacted with a connecteddevice
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... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATION
desktops tablets phones
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WHAT IS THE ADVANTAGE OF
THIS FRAMEWORK?
TO CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFOWednesday, May 15, 13
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OMNI-CHANNEL IMPLEMENTATION
=MORE MONEY= WINNING!
AUDIENCE SIZE CAN INCREASE BY +13
CONSUMER DROP OFF CAN IMPROVE BY
+20OVERALL CONVERSIONS CAN INCREASE BY +19
Source: Insight Express Mobility Study (blinded)
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THE BASIC FRAME
FOR SUCCESWednesday, May 15, 13
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The Brand
Data the brand knows about the userThird party intelligenceUser personas
Media Type
User:
Time/LocationDevice Type/CognitiveEmotional
USER
THE MEDIA, BRAND AND CONSUMER UNIVERSE
THE CONNECTED DEVICE = THE USER
The king pinfrom which everything pivots:
TRANSACTIONAL, SOCIAL, PERMA CONNECTION
BRAND
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DECONSTRUCTING THE MODEL - THE USER
The current psychological
state of user. Based on not
only the individual (current,past stress, desires and
needs) but how they are
effected by location and
cognitive abilities
What the phone knows:
Where the user is. Whatmedia they are looking at. The
temperature, time of day, etc.
How the user pro
information (devic
very addressable
very addressable
addressable
These three thin
formulate intent.
leveraged by the
TRANSACTION
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DECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE US
Media Channels
TIME - LOCATION - EMOTIONAL - COGN
Media Channel impacts:The device you use and the content you
Media Channel + Place impacts:Cognitive (device type) - Emotion - Con
Media Channel + Time impacts:Content
Media Channel + Connected Device impacConnections to other media channels (Bthe connected device.
IMPLICATION:Media regardless of channel can no
longer be thought of as static
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THE BRAND - DATA THE BRAND KNO
SalesBehavioral
Lifestyle
AttitudePreferences
Third party (e.g. research or DSP)
DECONSTRUCTING THE MODEL - THE BRAND
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THATS IT.
FOR NOW
CONTACT:
Gene Keenan
415-218.7369
http://www.thecollectivefactory.com
Wednesday, May 15, 13
http://www.thecollectivefactory.com/http://www.thecollectivefactory.com/http://www.thecollectivefactory.com/mailto:[email protected]:[email protected]