Mobile brand and agency masterclass nyc slides

Mobile Advertising Snapshots.

In-app and mobile browsing advertising. NY, February 7th, 2011

© 2012 Digitalsunray Media GmbH - Confidential 3

Agenda.

1 About Digitalsunray Media

2 Mobile Marketing: Market overview

3 advertising show cases

4 ADvantage: In-app and Mobile Browsing advertising

Digitalsunray Media. mobile|creative|marketing|content|solutions

4


About Digitalsunray Media.

Structure

Founded in August 2007

Based in Vienna, Austria

100% self financed

Team of 11 people

Network of freelancer

In-house development and co-operation with external technical partners

Mission Statement

Go mobile, Ad globile!

Customers

© 2012 Digitalsunray Media GmbH - Confidential

Service portfolio.

6

CONTENT-

DEVELOPMENT,

LISENSING

& BRANDING

MOBILE & DIGITAL MEDIA STRATEGY CONSULTING

MOBILE PRESENCE MOBILE COMMUNICATION

DEVELOPMENT & HOSTING

FU

LL S

ER

VIC

E

MO

BIL

E M

AR

KE

TIN

G

MOBILIZATION,

APPS-, PORTAL -

CREATION

& DESIGN

MOBILE

ADVERTISING

& CAMPAIGN

CREATION

CAMPAIGN-

MANAGEMENT

& MEDIA

PLANNING

Mobile Marketing: Market Overview.

7


Stats US market.


Increased focus on display and rich media as well as ad effectiveness.


High-value activities predominate among smartphone and tablet users.

Tablets Smartphones


Mobile playing a key role at every stage of purchase funnel.


Agencies will move away from animated gif’s to HTML 5 in 2012:

Create involvement

Create user interaction

Enhance the experience

Engage your audience

Use Interactive Capabilities

Virtual experience

Rich Media Ad Formats 2012.


Mobile Marketing campaign success factors.

Mulichannel ≠ Multiple Channels

Think outside the box

Innovate

Simple ideas can be the best ideas

Creative Quality matters

Use free time to be useful

Surf viral success

Gamification: Play where people are

Mobile Marketing Showcases: Rich Media.

14


Paramount Pictures Germany:

• Expanded Rich Media Ad to promote the movie "Transformers 3": User clicking on banner transforming itself to a puzzle on the whole display of the smartphone: "Put together Bumblebee and win 2 free tickets."

• After successfully completing the puzzle redirect to Transformers 3 mobile microsite including a trailer, spots as well as wallpaper downloads and a price draw for fan packages.

Transformers 3: Mobile Rich Media campaign.

Mobile Marketing Showcases: Apps.

16


Audi Q3 iSpecial App offering the user information all about the new Q3: Movies around mobility, design and space, 360°views, a car-configurator as well as technical data.

Audi Q3: Interactive product catalogue.

Mobile Marketing Showcases: QR-Codes and Tagging.

18


Tescos: Anywhere, Any-Way Shopping.

Concept:

• Allow people to shop with their phones. People should find Tesco Homeplus wherever they are without having to go to the brick and mortar store.

• Make good use of wasted times and enjoy free time.

• Setting up displays where shoppers scan QR codes for items they want and have them delivered or pick them up in-store

Result:

• +76% of online members & +130% of online sales

• Homeplus became N°1 in online grocery shopping and very close 2nd offline


The World Park.

Concept:

• Create a museum in the park to create an entirely different experience using QR codes that gave access to other content integrated into the context (including History, pop culture, music & science).

• They also included elements of gamification.

Result:

• unknown


Victoria’s Secret.

Mobile Marketing Showcases: Social Media.

22


Mobile:

http://mspende.msf.at

Chose size of donation

box

Splash/ Landing

page

Start donation

Send-to-Friend

Mobile 2.0 campaign : MSF donation box.

http://www.aerzte-ohne-grenzen.at/spendenbox/


Chose among

different products

Add to your box

Progress bar |

Product added

Add more products

Donate now

Choose products | amount & Confirm.


Post on facebook account

Enter your facebook

credentials

Shows status

update on facebook

Social Media: Post on facebook | Send2Friend.


Immediate status update on facebook.

26

Immediate status update:

…has filled a donation box for "Ärzte ohne Grenzen"

Request to participate either

Online OR

Mobile

Mobile Marketing Showcases: Augmented Reality (AR).

27


Wikitude AR ads.

ADvantage: In-app and Mobile Browsing Advertising.

29


Key Facts.

ADvantage is an innovative, rich media mobile advertising platform specifically designed for in-app and smartphone advertisements enriched with multimedia content far beyond the usual spectrum of typical mobile advertising – simple, quick, flexible, adopted to personal needs.

Available platforms:

– iOS (iPhone, iPad)

– Android

– WebApps or Smartphone optimized mobile portals

Technology:

The ADvantage platform integrates the latest technologies, including HTML5, CSS3, Ajax and Java Script and enriches the normal surfing experience with many innovations, such as animations, videos in MP4 format, music and a lot more.


Sliding Banner Sticky Ads

ADvantage: Ad formats.


Expandables & Overlays Preload Screen-Ads w/wo video



Context Sensitive Ads 360°Ads



Slideshow Ads


Video Pre-roll and Post-roll Ads


ADvantage: Success factors.

ADvantage offers advertisers, publishers and users a new level of direct, interactive and multimedia communication on mobile devices. ADvantage is specifically developed for advertising placements within applications and mobile portals with all rich media features happening within the advertising format. ADvantage looks like an ordinary mobile banner. A click on the banner opens the format as a layer over the smartphone screen. Among other things, picture shows, videos, wallpapers, 360 degree views, couponing offers and social media integration can be part of the advertisement. User exit the advertisement and return to the app or mobile portal by simply pressing the close-button.

Summary.

36


Mobile combining all media.


Key Facts.

Rising number of smart devices and mobile web adoption Marketers must align their strategies with the growing sophistication of mobile devices as well as consumers’ new usage behaviors.

Mobile marketing is no longer a question of 'if' Mobile must be a permanent fixture in marketers’ digital strategies.

Mobile advertising evolution following the desktop. Rich media display and search are emerging as dominant mobile ad formats with overall mobile ad spendings trending sharply upward.

The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences have to be taken into account.

The future of mobile marketing will be Social Local Mobile (SoLoMo). Social and location-based marketing, ie. the most successful marketing messages will combine relevance and location with the right timing.

[email protected], +43 676 433 42 40

Digitalsunray Media GmbH, Otto-Bauer-Gasse 6/2, 1060

Vienna, Austria

mailto:[email protected]

Mobile strategies

Brand Strategies Revenue

Strategies

Retention Differentiation Experience

Accessibility

Greater usage

Expectations

Comp advantage

Immediacy

Better service

Monetisation Acquisition

Lower CPAs

Greater returns

Mcommerce

New rev streams

Once you’ve invested in

creating your mobile

properties and presence,

how do you maximize their

success?

Mobile activity process

Business and

Marketing

Objectives

How could Mobile

be used to help

achieve these

objectives?

What is the most

effective way of

delivering the

strategy?

What is the

mobile activity

achieving?

How can we

maximize

Mobile‟s

effectiveness?

The Role of

mobile

Mobile

development Mobile delivery

Mobile strategy

Campaign

evaluation

How can we best

engage with our

audience in

mobile?

Maximising Mobile Success

Mobilizing existing activities

ATL advertising

Fixedline search

Instore/promo material

Existing CRM

Email marketing

Fixedline Display/Behavioral

Sponsorships

TV Advertising

Website

Partnerships

VOD

Activate Mobile Marketing

Mobile Search

Display Advertising activity

SMS/MMS marketing

HTML5 mobile Activity

Mobile video/prerole

Appstore/marketplace presence

Mobile SEO

Carrier partnerships

Mobile email marketing

Key tools for maximising success

Tracking Creativity

Effective

Planning

and Buying

Effective tracking

Banner/

HTML Ad Unit

Tracking

Bannerclick

Network

Publishers

Coded

publishers

App downloads

Events

Section

searched

Actions taken

Location

Optimization

Banners

Networks

Time of day

Day of week

Publisher

Publisher groups

Virtual CPA

Behavioral groups

Usage

H/M/L Usgae

Activity Usage

Retargeting

Msite

Application

The Right Tracking

Publishers (CPM)

Networks (CPC)

Carriers

(CPC/CPM)

The advantages of YSDK

Fully

trackable

through to

conversions iOS and

Android

In app event

reporting Conversion

attribution of

web to app

and app to

web

Plan on

virtual cost

per

acquisition

Mobile Creative

Rich Media Advertising Effectiveness

Ad awareness

Increased By

25% For

expandable

banners

Smartphone

Users are 50%

more likely to

recall an

expandable

banner

Source: IAB UK

Multi Banner HTML5 Expandable


Multi Banner HTML5

Expandable

Multi Banner HTML5

Expandable

Multi Banner HTML5

Expandable


Rich Media Capabilities

60

ANIMATION

Fluid automation engine with

high performance sequencing

IMAGE GALLERY

Tactile galleries with

thumbnails & downloads

360 Degrees

Product Rotations &

Panoramas

FORM CAPTURE

Text, pull down, checkbox &

form validation for lead gen

SHAKE & TILT

Accelerometer control for

engaging experience / games

FACEBOOK

Post to wall on Facebook

SMART DAYPARTING

Creative or offer varies by

time of day

TWITTER

Post status update to Twitter

DRAG & DROP

UI for puzzles, builders and

more

SOUND BOARD

Tap to play sound immediately

COMPLEX ANIMATIONS

Slide, fade, object paths and

more

Mapping

Link through to Google maps

with option for branded pins

What can Yodelmobile provide?

Ads run Across iOS & Android devices (

others to come Q2 2012 )

All Ads we create can be served through

all major mobile ad networks and 100+

premium publishers

61

The most cutting edge HTML5 Ad Creation

service

Build Once, Run Everywhere

Creative Banner delivery - HTC

Planning Mobile activity

Branding Works on Mobile

Average Brand Lift of Mobile Display Campaigns

+44%

+13%

+24% +16%

+76% +58%

1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09

Mobile Drives Response

Separating out mobile campaigns from desktop drives

significant performance gains

Source: Google internal data, 65

Conversions Click Through Rate

+43% +80%

Cost Per Acquisition

-15%

The P&B Rule book

1. Make sure your activity is trackable

2. Use the right solutions for the objectives

ie clicks, impressions, video, data capture,

click to call etc

3. Mobile is not just search, its also

Networks, Publishers and carriers

4. Test, learn and implement

5. Mobile advertising doesn‟t have to be

simply banners

6. Buy effective prices not the cheapest

ACTIVATING THE “CONTEXT”

IN

CONTEXTUAL COMMERCE

An Overview from mBlox

for Brand/Agency Masterclass

Contextual Commerce

• Definition

– A monetization practice where the content

environment pre-qualifies the end-user as being

more likely to purchase a product or service

• Benefits

– Offers high density of prospects…low waste

– Can be much more efficient

– Offers consumer insight and a meaningful

foundation for brand engagement

Mobile‟s Role in Contextual Commerce

• Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control”

– Capable of robust, brand-to-one connectivity

– Adds dimension to the “context” of message consumption

• Making mobile more “relevant” for the brand – Break through the clutter

– Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision”

– Builds greater understanding of consumer behavior

Putting Mobile‟s Relevance in Motion

• Nearly 95% of sms messages are read – 70% in less than five minutes from receipt

– Achieves greater sales lift, sales velocity and campaign efficiencies

• Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption

– 10-times direct mail or newspapers

– 3-times online coupons

• Contextual commerce conversion comparisons: – TV: .01% to .5%

– Web: .5% to 1.5%

– Mobile: 5% to 10%

Understanding the Challenges

• Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days

– According to industry sources, 90% of all apps are opened only once

– The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10%

• When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers?

• Can we set the bar any lower????

Mobile‟s Opportunity for Brands

• Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even

geographic proximity…

• Target and Refine – Can trigger by geo, by time…

– Can “wipe” whatever is pushed out…

– Control the channel of content delivery…limit taxation of data plan and battery charge…

– With the right architecture – cloud to handset – apps can be refreshed on the fly…no inefficiencies of re-launching…

• Deliver… – Meaningful, Sustainable, Monetizable Relationships

– Importance of strategy and analytics

• Realizing Near-Real-Time Relevance

Mobile and Brands

• Be Relevant – Data/analytics key to maintaining a meaningful consumer

relationship

– “Value” is the ultimate currency in establishing consumer relevance

• Be a Complete Brand – Reinforce all brand properties…not just sales/deals

• Activate “Context – Not just who the target is…and what the message is…BUT where

they are, where they have been, and where likely to go…

– Deals and offers need to be relevant

– Use Lat/Long/ Radius…even Lat/Long/Radii…

• Push can be Powerful – Richest of content can be distributed through controlled wifi

channel

– Major “rich” events can be pre-loaded on the app for friction-less, ubiquitous viewing when launched by time/geo trigger…

• Make the Consumer feel Special

Critical to Remember

• Goal – Getting the consumer to transact is not the goal…

– The goal is getting the consumer to transact…AGAIN

• POS versus POC – Point of Sale is important, but do not get caught up in the

technology…it is the value that is critical

– POC is even more important…Point of Consumer…get them when they are near…

• The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity

– Value can morph a connection into an engagement

– Offering Value with Frequency…and engagement can build to trust

• The Right Mobile Strategy Takes You There

mBlox: Powering Mobile Commerce

• Core business of mobile messaging and

payments

– Sits between the transacting brand and the

consumer 5 billion times annually

• mCommerce innovation suite dedicated to

next-generation engagement

– Hyper-local behavioral intelligence offers “context

on steroids:”

• not just who you are and where you are…but where you

have been…

– Heightened handset functionality

• Rich content push, campaign targeting and management

Rio Launched 20th May 2011 on Android

and

October 1st 2011 on iPhone / iPad

The Brief

• Give Rio fans around the world access to exclusive content

• Deliver content to fans for free; control download of rich data through WIFI channels

• Build two-way communication between Rio & his fans

• Develop mobile as a retail channel

• Enable social engagement

• Create a marketing community

In-App stats – demonstrates

high social engagement • Average views per video clip is over 4

– Can be as high as 7-plus

• Most devices watching new video releases

• Average view length approaches 1:00

• Now over 100,000 downloads

• Active downloads near 50% of total universe

And we know each individual

response and can communicate on a

region, country, city, town or person

basis

Summary

• Brands should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement

– Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return”

• Lift in sales, redemption, average ticket price…

• Impact on sales window with velocity of mobile…

• Measure “Active Universe”

• Campaign refinement is an ongoing opportunity – Mobile events are measured in clicks and views with lat/long

attached…valuable data…

– Views have timestamps…the beginning of “engagement measurement”

• The goal: Real-Time Relevance with your audience

THANK YOU!

[email protected]

#mbloxglobal

10 rules for leveraging the mobile channel

84

Who we are and what we do.

About Golden Gekko

85

About Us

+400 apps in the past 12 months

Team of 130+ people across 5 countries

Cross platform specialists since 2005

+ + +

Your business is here… And

here…

Here

too…

And also

here.

86

About Us

More than 200 brands and agencies have put their trust in us.

National Guard Drop Defender! the new 3D AR game by the US Army National Guard

87

Portfolio

Augmented Reality is the concept

of superimposing virtual content

(such as rich 3D graphics) on top

of a view of the real world as seen

through your phone's camera.

Fly your helicopter through an

immersive 3D environment as you

take the lead on an exciting rescue

missions.

Just download the AR marker and

play!

VW Passat Mobile Web

88

Portfolio

Mango MNG for iPad & iPhone

Look, Style, Shop.

89

Portfolio

300.000+ iPhone downloads first three months

For Mango and in collaboration with Vasava.

Features

Updates on collection and new releases

Peek previews on new arrivals

Browse the Mango collections

Mix & Match - Dress up a doll or yourself

by taking a picture of you then drag & drop

clothes onto your body.

You can rotate and resize the clothes

Share your image via email

Add items to wish list to save favorites

Exclusive discounts and promotions

Add items to shopping basket and buy

Store locator

Social sharing on Facebook or via email

90

O2 Priority Moments Priority Moments is a clever new mobile service just for O2 customers.

Portfolio

It brings you great nearby offers and

experiences exclusive to O2, with a

handful picked from the best already

in the market - from some of the UK‟s

most well-loved brands.

Launched in July 2011.

91

BAA Heathrow Airport Guide

Portfolio

Everything you need for an easy journey to and through Heathrow.

Live flight tracking.

Notifications of flight

status updates.

Interactive terminal

maps.

Travel planning tools,

security guide.

Shop and restaurant

listings and more.

92

Malibu Island Bowling Mobile game to promote Malibu‟s Coconut and Melon.

Portfolio

Game launched and available in the USA and

Canadian AppStore with over 8M downloads

80% of users played multiplayer with a friend

promoting the game further

Features:

Malibu branded bowling game

User bowls against Malibu bottles

Modes for one and two players

Selection of the ball (coconut or melon)

Selection of game background (one of five)

93

10 rules for leveraging the mobile channel

10 rules for leveraging the mobile channel 1. What do you want to achieve?

2. Get the whole picture

3. Be relevant

4. Be yourself

5. Pick the right platforms

6. Usability

7. Ubiquity

8. Uniquely Personal

9. Mocial

10. Don‟t hide the app

94

1. What do you want to achieve?

Mobile app as part of a branding strategy to

help position the make

A tool to raise awareness of an upcoming

release or the launch of a new brand

Create a new sales channel to reach

customers and drive sales

Mobile app as an extension for an existing

service

Drive footfall to a brick and mortar store

Engage customers at the POS and enhance

the in-store shopping experience

Examples...

95

2. Get the whole picture

Interlink between channels. Let channels “play” with each other, the more

interaction, the more engaged the customer

Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with

OOH Media, Print or TV and vice versa. Create and

benefit from synergies

Mobile isn‟t standalone

96

3. Be relevant

Fit the audience

Provide a reason to download your app

Exclusive content

Discounts

An app needs to be maintained

Take advantage of updates

Follow the user‟s journey and detect potential touchpoints.

97

4. Be yourself

Work from your values, your positioning

and your message

Create a logical connection between the

app and its functionalities.

Don‟t chase the latest buzz just to be cool

98

5. Pick the right platforms

The audience will tell you everything you

need to know

Get the basics right (so yes to a mobile site)

Not everyone has an iPhone or an Android. Not even a smartphone.

99

6. Usability

Mobile is not Online. It‟s not just another

digital screen

Smaller screen. Longer loading times

User journey needs to be well thought out

Transaction need to be simple, yet secure

Navigation through voice- recognition

should be taken into account

Make people love your mobile presence.

10

0

7. Ubiquity

Take advantage of “anytime, anywhere”

The bridge between the individual and

everything around them, virtual or real

Create time pressure to boost mobile sales

Mobile goes everywhere

10

1

8. Uniquely Personal

Never assume that the user wants to be

open with you

Users are willing to share information, but

on their terms

Ask permission. Always take the opt-in route

Reward them for joining in

Respect the user‟s choice

10

2

9. Mocial

Most users are logged into Facebook

Create fast login/ sign up through social

networks

Enable and encourage sharing

Provide content that encourages sharing

Let your fans do the publicity

Mobile is inherently social

10

3

10. Make your mobile services easy to find

If no one knows you have a mobile

presence, no one will download your app or

access your mobile web

Promote mobile through other channels

Make mobile part of „The Marketing Plan‟

Give incentives for downloading your app

and promote them

Mobile apps and websites don‟t market themselves

10

4

email

mobile

Miguel Banuelos Director of Accounts

[email protected]

+1 917 972 1985

Mobile brand and agency masterclass nyc slides

Documents

social media

mobile rich media campaign

mobile microsite

mobile browsingadvertising

mobile marketing showcases

mobile browsing advertising

rich media ad formats

mobile advertising snapshots