Citi in app advertising 2-9

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New Directions in Mobile Advertising Citibank iAd Exploration February 2011

Transcript of Citi in app advertising 2-9

New Directions in Mobile AdvertisingCitibank iAd Exploration

February 2011

Citi’s Mission

• Become the world’s premier digital bank

• Become a truly customer-centric organization that puts customers at the heart of everything we do

• Enhance our clients’ lives through innovation that harnesses the breadth and depth of our information, global network, and world-class products

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Citi’s Mobile EcosystemCiti Mobile in the U.S. Today: Three Flavors

3. Text Messaging“Citi Text Banking”

1. Downloadable AppsFor iPhone (and iPad/iPod touch)

and for Android devices

2. Mobile Browser“Citi Mobile for Smartphones”

(go to Citi.com from smartphone)

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First major U.S. bank to “mash”

together mobile banking and

Twitter as a servicing channel

(Launched December 2010)

Mobile Social-Media Customer Service

© 2010 Citigroup Inc.

B2T allows for quick and easy

tranfers between Citi Handlowy

customers.

B2T uses

B2T is available in Citi Mobile

application installed on:

Mobile Innovation in Poland

Citi Handlowy (Poland):

transfers performed by

bumping phones

Bump 2 Transfer

&

© 2010 Citigroup Inc. 5

Why iAd?

Brand

Experience“Storytelling” platform.

InnovationRich media platform.

Targeting

PossibilitiesDemographics, geo-

location, iTunes.

Creative &

Production

SupportTraining and

optimizations.

Unique

FeaturesiOS4, delivery inside app,

app downloads, rich

functionality.

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Why iAd? What attracted us to the platform

• Most innovative mobile advertising rich media

platform.

• Unique brand experience:• “Storytelling” platform that combines emotional

impact of TV, interactivity of the web, explorative

nature of gaming, & physicality of print

• Unique targeting possibilities:• Demographics, geo-location, iTunes application

and music preferences and consumption habits.

• Apple provides the benefit of additional

creative and production support, learnings

and optimizations.

• Innovative technical features:• Format developed by the device / OS

manufacturer

• App downloads.

• Rich functionality: iTunes downloads, audio and

video, map functionality.

“We’ve all seen interactive ads

on the web. We want to deliver interaction – but also emotion.”

Steve Jobs

iAd launch conference, April 2010.

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Our approach to Citi’s first iAd

• Objective: provide brand engagement and

demonstrate Citi’s commitment to new channels

in vogue with our customers.

• Messaging: Citi can help you write your story.

• Execution: A street scene leading to three

content buckets:

• Branded videos tied to lifestages (Discover

stories).

• Enablement/Utility (Find cash with ATM

finder or a place of interest with Story

Sparker).

• Support for Acquisition (Find a Citi Card or

App).

• Citi was the only advertiser to use an external

data API.

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Our approach to Citi’s first iAd

MessagingCiti can help write

your story.

Discover

StoriesBranded videos tied

to lifestages.

Enablement

/ UtilityFind cash with ATM

finder or place of interest

with Story Sparker.

Support for

AcquisitionFind a Citi Card or App.

Balancing Entertainment and Utility

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Story Sparker ATM FinderCiti AppsCard SelectorVideo Video Video

The Citi iAd

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Citi iAd: Holiday promotion

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What we learned …

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Learnings: Ground your idea around business goals

• Ground your idea around a clear

theme that aligns to your brand and

business objectives

• Takes discipline to ground the big idea in

tangible, explicit linkages back to your

business.

• Beware of bright shiny object mentality,

leverage the inherent functionality of the

iAd platform, but don’t be boxed in by it.

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Learnings: Provide easy access to content

• Streamline the user experience with an

emphasis on easy access to content

• Smaller and more focused is better.

There's a lot of potential here, but it’s

critical to reel in the big ideas so not to

confuse the end user, or yourself.

• This will likely remain true for other rich

media mobile opportunities on other

platforms such as Android, iPads or other

tablets.

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Learnings: Create a compelling value exchange

• Reward consumers for their time with

a strong pay-off

• Digital is all about user initiation and the

value exchange is paramount, we give

you something entertaining or of value,

you give us your kind attention.

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Entertainment/Utility Spectrum for iAd Elements

iAd

Entertainment Utility

TV

Spots

Story-

Sparker

Custom

Videos

Ask an

Agent

GamesATM

Finder

Branch

Locator

App

Download

Card

Selector or

Citi Cards

deal finder

Click-to-

Call

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Our assessment of iAds in a short time

• iAds continue to be the most engaging and media rich

form of advertising available in mobile ecosphere.

• iAds represent opportunity to create immersive brand

experiences.

• Apple has aggressive plans to continue evolving the

platform.

• As a media vehicle, Apple’s platform is still evolving, and

does not currently offer the ideal levels of transparency.

Ability to scale is also limited.

• The implication is an on-going commitment/investment

and willingness to continue testing and learning.

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Thank you!

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Appendix

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Reporting: Overall KPIs (August – December 2010)

• Results are still preliminary…

• Impressions: Over 104MM

• Average Time Spent: 48 seconds

• Cumulative TTR: .71%

• Significantly outperforming Stories CTR (.07%), which is consistent for mobile

• Within industry average range (.5-.7%) for rich media executions

• App Downloads: Over 1100

• Optimization efforts improved all key APIs including video views and StorySparker views

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