2Connect with your audience using mobile media Presentation to AegisPeter Farfaras, Chris Falkiner
31 2 3 Mobile Is this the year? How do we get there? The evolution of MobileReach your consumers everywhere2How do we get there?The mobile media-plan roadmapFormats, Features, CapabilitiesWho controls the future?Summary3
5Is this the Year?We are living in a connected world. Consumers use of mobile is far outpacing brands and agencies adoption.So…IS THIS THE YEAR OF MOBILE?
6Mobile: First Always On Mass Medium Emphasis on Shopping
7Mobile: Device Penetration in Canada Converged Mobile Device Market, Canada – Q2 & Q R.I.M. & Apple shipped approx. 82% of smartphones to partnersRIMApplePalmHTCSamsungNokia32.7%Mobile Phones5.01-millionConverged Mobile Devices1.65-millionSource: IDC’s Canadian Mobile Phone Tracker, November 2010.
8Mobile: The Swiss Army Knife of Media PresenceA unified communications + multimedia creation tool residing in your pocketMessagingChatVoIPCallsPlayGamesWall postsStatus updatesConnectivityConsumers – outpacing mediaUnified communicationsFirst mass mediaMore valuable experienceActivities on the device: Browse, communications, , search, instant messaging
9Mobile is the glue81% use their mobile phones to research products and services they are considering.95%other downtime82%at work80%at home81%shopping65%commutingMobile is the Swiss army knife of MediaplanStay connected, stay entertained, stay informed# of people using for InformationShopping companionThis ties into the day in the life.they’re using the mobile phone…focus on Shopping
10Mobile: Internet Usage To Outpace Desktop by 2014The next generationMobile outpacing desktop – 5 yearGraph (provided by ChrisValidation of why mobile will outpace desktop (transition from kids images on previous slide – to be dropped in)Source : Morgan Stanley 2010
11The evolution of media consumption Audiences are fragmented…Today, advertisers are challenged to:Drive measurable results and positive ROIEfficiently extend reach while maintaining a premium brand environmentUnderstand the rapidly- changing mobile media landscape
13Roadmap of the Mobile Media Plan Where do we start?How do we get there?Roadmap of the Mobile Media PlanInceptionStrategySelectionExecutionWe’ll help you get there.Marketers have the opportunity to gain a competitive advantage by entering emerging media today. While there are challenges, there are some marketing partners who are beginning to address and overcome these challenges.Marketers should seek out media partners who are able to deliver integrated multi-screen campaigns using today’s technology, and who are positioned to deliver on the full promise of multi-screen marketing.While consumers’ media consumption may be more fragmented as a result of changes in the media landscape, there are some media and technology companies who are addressing this fragmentation, and who are able to provide multiscreen marketing solutions to advertisers today.As media technologies advance, ultimately, marketers will require a consistent connection with individual consumers throughout their media days and across multiple screens – thereby building brand affinity and engaging consumers with the right message at the right time in the right place.Media companies and many technology companies are actively building toward the vision of fully-connected media experiences for consumers and for advertisers. Some are beginning to make the vision real. There are a handful that have the infrastructure to build toward the fully-connected vision – most of these have expertise in media or technology to inform their progression.In order to take full advantage of early learning in an emerging media space that offers early-adopters significant share-of-voice, marketers should look for media and technology partners who are able to:Deliver integrated multi-screen campaigns using today’s technologyWho have expertise in media and technologyWho have a big vision for connected experiences across all media and all screens for both consumers and advertisersWho are investing to make this vision a realityBig vision for connected experiencesInvesting in making vision a realityExpertise in media and technologyIntegrated multi-screen campaigns
14How do we get there Where do we start? Enable your clients to target mobile audiences with innovative, highly relevant, results-driven mobile ad experiencesInnovation Differentiated and game changing ad opportunities and new ways to capture and employ insights.Connection The most relevant ways and places for advertisers to engage their target audiences.Results Achieving and exceeding advertiser objectives, delivering ROI
16Types of Mobile Campaigns Mobile AdvertisingMobile MKTG ServicesCRMCouponsPromotionsEventsOn-DeviceOffline ResponseMobile ContentMobile CommerceeCommerceOperator billingSMS / P2PNFCVideo and MusicPersonalizationMobile WebsitesBranded Apps
17Types of Mobile Campaigns BrandingAwarenessDirect ResponseData CaptureClick to CallTraffic Driver
18What you can do in the Mobile space Rich MediaIn AppVideoBannersmobile methods possible/availableWhat you can do in this spaceLeverage bannersRich mobileQR/MtagWAP vs App
19Mobile Audience Targeting Demo TargetingDevice Targeting3rd Party Impression TrackingLeverage available technology…To reach your target audienceFrequency CappingDay Part TargetingGeo TargetingCarrier TargetingBehavioral Targeting
21Do both - Mobile Web First 100% of devicesOptimized to the highest common denominatorYou can publish when you wantWebkitContent from mobile web is searchableEasier to market (through mobile banners)AppsRicher experienceNative phone features(GPS, camera & voice)OfflineIntegration with other servicesData capture – via WAP vs AppBottom line is you need $ to tell people it existsDon’t create and not tell
232D & 3D Mobile QR/TaggingCanadian awareness of Mobile tagging (2D/3D QR codes)A recent retail shopper journey study by Carat and Microsoft Advertising found that 14% of Canadians have used their mobile phone at a retail location to inform their purchase
25Mobile: Enriching the Brand Experience What if a flyer could be interactive?CouponStore LocatorHow to Guide & How to videoNEED to call out how this device can help bring value to people.Rona example – How to video’sClose out session with that – VoiceoverExamples of a flyer on the mobile phoneWhy send out flyers when you can dynamically change it based on location, what users have opted in and chose what they want to buy.
26Is this the year for Mobile? It’s up to all of us!PCs are becoming TVs. High-speed Internet connections enable a TV-like media experience on the PC screenMobile phones are becoming PCs. The proliferation of 3G networks and the evolution of handset technologies (touch, etc.) deliver a PC-Web browsing experience on the goTVs are becoming empowered by PCs. The TV experience is becoming connected through consoles that go beyond gaming to become the home’s central platform for entertainment.