Mobile Creative Deep Dive - MMA · Understanding mobile (and keeping up to date!) 2. Agreeing...
Transcript of Mobile Creative Deep Dive - MMA · Understanding mobile (and keeping up to date!) 2. Agreeing...
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Mobile Creative Deep Dive @Alex_the_Mac [email protected]
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Agenda
1. Understanding mobile (and keeping up to date!)
2. Agreeing objectives with the right partner
3. Audience and targeting
4. Ideas and creativity
5. Impact and evaluation
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Understanding mobile
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Source: IAB, eMarketer, Mary Meeker
0
12.5
25
37.5
50
Press Radio Desktop/Laptop Smartphone TV
34%
26%
20%
8%
2%
32%
36%
20%
15%
4%
13%
47%
18%
4%
0%
16>24 25>34 35>44
UK’s most missed media
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- Launch new model, promote test drives
- Targeting Paris
- Relevance
Breakfast Lunch Dinner Bed time
Mobile surf
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Agreeing objectives with the right partner
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Performance campaigns Blind reach and volume Small and/or static banners
Value put on action and response
Branding campaigns Premium publishers Rich media formats
Value put on exposure and impact
What are you ACTUALLY looking to achieve?
CPM
CPC
vs.
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BRAND IMPACT SURVEY
55% + Average Recall
Re-targeting campaign to measure uplift, observation, relevance, recall, etc. Bespoke survey based on your campaign objectives and KPI’s
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17%12%
75%
43%
63%
43%
Widespace Brand Impact Index
Is the ad's message clear to you?
(Yes)
Is the ad interesting to you? (On a scale of 1-5,
1=not at all, 5=Very Interesting)
Have you been looking for more information
due to the ad? (Yes)
Have you seen this ad on your phone during last
week? (Yes)
Are you familiar with the advertiser?
(Yes)
Do you have plans to purchase the advertised goods
due to the ad? (Yes)
Widespace Brand Impact Index (based on 30,000+ survey responses)
BRAND IMPACT SURVEY
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Audience and targeting
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Delivery
Data Platform
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Delivery
Data Platform
JacketSunglasses Recycling YardTaxi
Coffee
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Ideas and creativity
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* With 27,930% growth, Widespace was ranked #1 in the Software industry section and overall #6 in the 2014 Deloitte ** Sweden, Norway, Finland, Denmark, UK, France, The Netherlands, Germany (x2), Italy
We are Widespace
founded
2007
Rich Media User Experience
Engagement
Premium, Brand Safe, Direct Only
Proprietary Full Service
10 local offices**
230+ employees
100m+ unique users
Fastest growing technology
company in EMEA*
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Interstitial Video Banner Dealer Locator 3D Swipe
Calendar Banner Take Over Panorama XL Passbook
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Splash Ad Video Banner Store Locator 3D Swipe
Calendar Banner Take Over Panorama XL Passbook
Tablet Interstitial Tablet Panorama/Leaderboard
Tablet Cube Half Screen
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Some of our Advertisers
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Challenge: Showcase and drive awareness of a new product through high impact formats. Educate users on benefits to drive purchase consideration.
Solution: Scratch takeover to drive user engagement and keeping them within banner to learn more about the product. This was a 4 month campaign but we ran 4x 10 day bursts which kept performance high through the campaign.
Unilever UK, with Mindshare
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Challenge: Bentley was previously seen as a conservative brand and attracting older buyers. They needed to stop talking to Prince Charles and instead, speak to Prince Harry and his wealthy friends: a group of independent, ambitious and technologically engaged trendsetters.
Solution: Multi frame 3D Swipe to allow users to engage and view six beautiful images of the high end vehicle - on top of encouraging basic engagement we added various click out options so the users can search for more information, but most importantly a dealer locator for users more intent on test drives or purchase.
Bentley EU, with PHD
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Impact and evaluation
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Result: Interaction rate of 8.18%. Over 25% said they found the ad interesting and the intent to purchase was well above average at 20%.
Unilever UK, with Mindshare
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Bentley EU, with PHD
Result: Best performing Widespace campaign of 2014 - delivered 7x number of users to locate dealers than other media combined (450% against Widespace’s target). Interaction peaked in Spain at over 15%, with average across Europe hitting 6.5%.
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So… what are your key take homes?
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Understand mobile, and keep up to date
Review objectives with partners
Think about the end user
Be creative, not complicated
Take time to look at impact, not just CTR