Market in the Moment to Boost Consumer Engagement
Transcript of Market in the Moment to Boost Consumer Engagement
Market in the momentTo boost consumer engagement
Rick JonesHead of Marketing, North America
Presenters
James Reiss Head of Mobile Strategy, North America
Professional marketer and brand builder for
advertising-technology and new media
companies in New York City
More than 20 years across technology
companies like Adobe, IBM, and Cisco
Senior integrated marketing lead with over 18 years of
experience, most recently with Havas Worldwide
Expertise in developing and implementing successful
digital strategies for the technology, wireless/telecom,
entertainment, travel, financial services, CPG and
healthcare industries
A little bit about us
World’s largest independent mobile ad network
• Provide a turnkey
solution enabling the
world’s leading brands
to engage global
consumers through
mobile advertising
• Recognized by MIT
Technology Review as
one of the 50 Disruptive
Companies
• Awarded Outstanding
Startup by Forbes India
in 2014
We reach 872 million uniques across 200 countries and enable 159 billion ad impressions globally per month
The connected consumer
Why moments matter
Attributes:
Demographic, Psychographic
Needs
Attitudes / Outlook
SO FAR:COHORTS BASED ON BROAD CONSUMER ARCHETYPES
All of these are
subject to change
based on consumer
moments
Moments differ for the same consumer
Consumer pre-
occupied and not
available for brand
messaging
Interested in
content
Possibly interested
in videos
And moments define the likelihood of consumer action
Consumer decision making
has transformed because of access to information
Composed of several
consumer moments,
some of which are
opportune moments
for brands
THE CONSUMER PATH TO PURCHASE HAS UNDERGONE A TRANSFORMATION
With Moment Marketing, Brands can understand and predict
The Moments of Maximum Opportunity (MOMO)
and positively influence consumers through rich, immersive brand experiences
What is Moment Marketing
Always-connected environment for today’s consumer
Brands need to be present
during the opportune moments
that matter most
in the consumer decision process
Going Beyond Moments of Truth
Moment of Truth ModelsBased on a few consumer interaction points that are
most relevant to the marketer
Point of Search, Purchase, Post-purchase
State Of Mind Time Goals To MeetLocation
Moment MarketingConstantly scopes ever-changing moments
Offline and online moments influenced by content, locations, ads, and more
Understanding audience preferences and how they vary across moments
Life maps Ad engagement
history
Understanding of
experiences and
moments
The key to moment marketing
The importance of moments is undisputed Understanding consumer preferences and how they vary across moments
“The new competitive battleground is mobile moments.
A moment is now the atomic unit of competition.
To cater to a mobile moment, marketers must understand
• Who is seeking help?
• What is the consumer motivation
• Physical and emotional context
• What you can do to serve the customer in the moment
Marketers need to program content for Mobile Moments”
—Josh Bernoff ,The Mobile Mind Shift, Forrester Research
“‘Moments’ are instances where different motivations for consumer
action arise. Consumer motivations are the result of conscious goals
such as what consumers are trying to achieve (intentions) and
unconscious perceptions based on past experience”
—Insights Now
Winning moment marketing
CUSTOMER
audience engagement
at scale
CONTENT
influence through rich brand
experiences
CONTEXT
insight into changing consumer
behaviors and preferences
The 3 components of Moment Marketing
CUSTOMER
Source: InMobi Mobile Media Consumption Research - USA, 2014
Using mobile
Watching TV
Listening
to Radio
Online via desktop/laptop
Reading Magazines
/Newspapers
Using Tablet
10.1 HOURSOF MEDIA PER DAY
THE AVERAGE AMERICAN
MOBILE WEB
USER CONSUMES
2.2 hrs
2.1 hrs
1.9 hrs
1.5 hrs
56 min
1.5 hrs
Mobile for
Moment-Centricity
Mobile to make up the majority of digital display dollars by 2016
SOURCE: eMarketer, Sept 2014
$10
$19
$28
$40
$49
$59
$0
$10
$20
$30
$40
$50
$60
$70
2013 2014 2015 2016 2017 2018
Mobile Ad Spend in the US in Billions
Mobile Ad Spend in the US is growing
steadily
24.20%
37.00%
48.20%
59.50%65.70%
70.60%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
2013 2014 2015 2016 2017 2018
Mobile Internet Ad Spend as % of Total Digital Ad Spend in the US
Facts every Brand should consider when considering mobile
In-App Advertising is the most appealing
format for valuable audience segments
such as Mom & Millennial
AD FORMAT BY SEGMENT PREFERENCE
2
MONTHLY USAGE OF APP VS MOBILE WEB
Monthly usage of mobile apps far exceeds
mobile web usage and continues to grow1
54%
40%
27%
23%
48%
38%
31%
15%
61%
44%
25%
29%
56%
42%
27%
26%
IN AN APP
ON A SEARCH ENGINE
ON A RETAILER WEBSITE
ON A VIDEO WEBSITE
MILLENNIAL
GEN M
It is an App centric world
SOURCE: ComScore 2014
20% 14%
80% 86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014
APP
MOBILE WEB
Source: How people really use mobile, Harvard Business Review 2013
Mobile moments go beyond Social
216 minutes per day spent on mobile
Consumer time spent on mobile
is highly fragmented
80% of time is spent on mobile is
beyond social media
Reaching audience at scale requires an
integrated mobile advertising strategy
DATA SOURCE USER INSIGHT
Turn data into insight and impact
CONTEXT
Context is…
“the sum total of what your customer has
told you and is experiencing at their
moment of engagement”
Context Includes…
• Profile: Who they are and what they do
• Situation: the current location the customer is in, the conditions
effecting them
• Preferences: the history and personal decisions the customer
has shared
• Attitudes: the feelings or emotions the customer has shared
with you
*Forrester 2014, Moving Mobile to the Center
What is context?
Demographic
Device Ownership Gender,
Age, Household Income.
Technographic
Device Ownership, Device Usage Pattern,
Device Characteristics
Geographic
Location Proximity Patterns
Behavioral
Interest - Content Consumption
Intent - Mobile Ad Interaction
Understand users along multiple dimensions
Audience Personas
Customized Personas reduce wasted impressionsFrequent Business Flyers
Sample Base Locations
Use POI effectively to understand situation
Sample POIs
Reach Shoppers in Close Proximity to Your Retail Location or Your Competitors
Win shopping moments with hyperlocal proximity
Past campaigns1
Category insights2
Use past Interactions to gauge future propensity
… from historical campaigns of your brand
… from campaigns in similar categories
How is brand propensity identified?
By understanding consumer engagements through
multiple dimensions such as:
Unique users on the network
Users identified using a pre-defined
Audience Persona
23k unique users reached
High Brand Propensity Users identified
During campaign runtime using propensity
>35% increase in unique users reached
1
LOCATION BASED
RETARGETING
Targeting users who
have visited a
specific location
within a specific
timeframe
2
LOCATION BASED
AFFINITIES
Targeting users who
have demonstrated
an affinity to a
particular brand over
time
Use Location patterns to assess Brand Affinity
CONTENT
FORM CAPTUREText, pull down, checkbox & form
validation for lead gen
ANIMATIONFluid automation engine with high
performance sequencing
VIDEOImmersive in-line video
IMAGE GALLERYTactile galleries with thumbnails &
downloads
360 DEGREESProduct Rotations & Panoramas
SHAKE & TILTAccelerometer control for
engaging experience / games
SOCIALPost to wall on Facebook or
update Twitter
CONDITIONSCreative or offer varies by time of
day, weather, etc.
LOCATIONProvide closest location to user
DRAG & DROPUI for puzzles, builders and more
DATA FEEDOverlay real-time data, weather,
stocks, etc.
WIPECreative reveal, Uncover coupon
Take advantage of Mobile-unique functionality
Customized offers based on user profile.
Inclusion of interactive video enables
customers to buy right through ad, or find
a store near their location.
Virtual Catalog
Dynamically display product from
catalog, based on user profile and past
activity. Deep link into brand app for
purchase.
M-Commerce
v
Serve up a competitive offer and directions
to the closest point of purchase.
Location-based Offer
Increase Brand Relevance
with Weather-triggers
Dusty or Rainy day? Tailor your brand’s
message accordingly as your promote your
product.
.
Integrate mobile advertising with other digital
marketing efforts
Email IntegrationExtend the reach of your YouTube ad investment
through our in-banner YouTube unit
Social Integration
MOMENT MARKETING APPLIED
From understanding to results
Consumer Life
Map and Geo
ContextLife understanding
Insights
Results
In-Market Luxury Auto
Shopper
Individuals who are likely
actively researching
domestic or import luxury
vehicles to own or lease
Auto Use CaseUnderstanding the consumer
Conducts
make/model
searches,
requests, quotes
& configurations
Identified at
luxury dealers
and show
rooms
Downloads and
engages with
auto apps,
reviews &
content
Signs up for test drives at
premium vehicle showrooms
Reading news in the morning
Brand engages the consumer with a native ad
announcing the launch of a new car model
Auto Use CaseUnderstanding varying contexts and content for the consumer
Sponsored
Test Drive
Velocity N-Class
In the bus in the afternoon
Brand educates the consumer with a rich
media ad that lets him explore the car’s
features
Auto Use CaseUnderstanding varying contexts and content for the consumer
At home in the evening
Brand drives call to action with a
Form Capture Video which
showcases the car’s features and
invites sign-ups for a test drive
Auto Use CaseUnderstanding varying contexts and content for the consumer
ENSURING THE IMPACT OF MOMENT MARKETING
InMobi provides full analytics for
campaigns to track:
InMobi also accepts 3rd party
tracking tags including, but not
limited to DART and MediaMind
Tags
- Landscape vs. Portrait
- Video Views
- Video Quartiles
- Video Completes
- Mutes
- Impressions
- Clicks
- Engagements
- Time Spent
- Device Type
Tracking Engagement Beyond The Click
Real-time Campaign Measurement
Quantifying the Impact of Mobile Campaigns on Foot Traffic
With Attribution Modeling you can map your mobile ad campaign directly to store foot traffic
Giving you the return on every dollar you spend on your campaign
Real World Attribution
Only offering of its kind, bringing new level of
accountability to mobile advertising
Helps advertisers ensure ROI by guaranteeing
a minimum pre-defined outcome rate
Currently available for “expand rates”
Auto, BFSI Guaranteed Lead-Gen Form Initiate
Retail Guaranteed Coupon Clip Initiate
CPG Guaranteed Product Info Request
Takes Uncertainty Out of Mobile Marketing Campaigns
1
2
3
HOW GUARANTEED OUTCOMES (GO) WORKS
Advertiser and InMobi agree on a
pre-defined outcome floor
InMobi uses machine learning and
decision sciences to identify the audience
micro-segments most likely to take action
InMobi targets this audience
exclusively with an immersive
creative experience
InMobi Guaranteed Outcomes
Thank [email protected]