What differentiates the best and worst mobile creative? What does successful and unsuccessful mobile creative look like? What makes for mobile success in specific industries? This presentation highlights the do’s and don’ts of mobile advertising gathered through 250+ mobile-focused ad effectiveness studies. Join the IAB and Dynamic Logic, Millward Brown’s Digital Practice, for this informative session. Presenters: Craig Weinberg, Director of Mobile @ Mindshare Mark Silber, Executive Creative Director @ Joule Mobile Worldwide Anne Czernek, Senior Research Analyst, Emerging Media Lab @ Dynamic Logic Stefan Sellberg, SVP, Digital Media Group @ Dynamic Logic

1. Presented for
TRENDS, OPPORTUNITIES, AND BEST
PRACTICES IN MOBILE CREATIVE
February 15, 2012
Presented for
For a copy of this presentation,
please contact marketing@dynamiclogic.com.

2. Presented for
OUR SPEAKERS:
MARK SILBER CRAIG WEINBERG STEFAN SELLBERG ANNE CZERNEK
Joule Mobile Worldwide Mindshare Dynamic Logic Dynamic Logic
Executive Creative Director Director of Mobile SVP, Digital Media Group Sr. Research Analyst, Emerging Media Lab
mark.silber@jouleww.com Craig.Weinberg@MindshareWorld.Com Stefan.Sellberg@dynamiclogic.com Anne.Czernek@dynamiclogic.com

3. Presented for
MOBILE CREATIVE LEARNING
MARK SILBER
Joule Mobile Worldwide
Executive Creative Director
mark.silber@jouleww.com

4. Presented for
BEST PRACTICES FOR
DEVELOPING MOBILE CREATIVE

5. Presented for
THANKS, ADWEEK

6. Presented for
STUDY THE LAST WAR.
FIGHT THE NEXT ONE.
TV IS NOT JUST RADIO
WITH PICTURES
WEBSITES ARE NOT
JUST BROCHURES
YOU CLICK
MOBILE DEVICES
ARE NOT JUST
LITTLE COMPUTERS

7. Presented for
ASK YOURSELF:
WHAT MAKES THIS IDEA MOBILE?
AD FOR DELL
XPS 13
TARGETING
CHECKINS,
GEOFENCE
OFFERS,
CONTENT FOR SWITCH OFFER
PEOPLE WAITING TARGETING COMCAST
ON LINE SUBSCRIBERS

8. Presented for
NOT EVERY MOVIE IS AN EPIC.
NOT EVERY DATE LEADS TO MARRIAGE.
AND NOT EVERY MOBILE ENGAGEMENT NEEDS
TO BE AN EXTENDED, IMMERSIVE EXPERIENCE.

9. Presented for
SOMETHING BITE-SIZED CAN BE JUST FINE
s
EXPANDS WHEN
TAPPED … VIEW
VIDEO

10. Presented for
YOUR BANNER IS AN APPETIZER,
NOT THE ENTIRE MEAL.
In Dell A/B test, users clicking these rich media ads consumed 47% more content.

11. Presented for
YOU’RE NOT TARGETING A DEVICE,
YOU’RE TARGETING A PERSON.
Check with
friends: Watch
Who’s up What’s trailer, Concession
for a playing read Buy tickets Check in stand Watch the Tell my
movie? near me? reviews in advance at theater promo movie friends Let’s eat!

12. Presented for
MOBILE MEDIA PLANNING & EXECUTION
CRAIG WEINBERG
Mindshare
Director of Mobile
Craig.Weinberg@MindshareWorld.Com

13. Presented for
13
2/16/2012 Rich Media Best Practices
• Establish clear campaign goals
• What are your metrics for success?
• Engagement, CTR/Traffic, Social Sharing, App Downloads, etc
• Integrate Mobile into the larger, holistic campaign
• Determine which percentage of budget should be divided between
different types of rich media, static media, video, etc
• Tracking
• Mobile Tracking & Analytics are still fragmented; ensure that
tracking within the rich media unit are built into the creative so that
you can optimize against what is performing best
• Align creative and media planning to produce the most unified
tracking scenarios

14. Presented for
14
2/16/2012 Rich Media Best Practices
• Produce a unique ad that offers an engaging experience; Mobile
Optimized Brand Sites are no longer central to a mobile ad campaign
• Context: Time; place; immediate relevancy can be executed through
mini-games; video; advanced animation; real-time data feeds
• KISS: Keep It Simple Stupid!
• There are myriad options available to a rich media marketer so it
can be easy and tempting to overcomplicate the media with fancy
bells and whistles
• Make sure that CTA’s are clear, concise and that the message does
not overshadow the small “pallet” of the mobile device

15. Sprint – Epic Presented for
Banner- Review in presentation mode
Note:
Click 1: Banner comes in
Click 2: Close banner to reveal small banner
Yahoo! Presentation, Confidential 2/16/2012

16. Sprint – Epic Presented for
Full Page Ad- review in presentation mode
Note:
Click to scroll the posters
16 2/16/2012

17. Presented for
MOBILE ADVERTISING TRENDS
STEFAN SELLBERG ANNE CZERNEK
Dynamic Logic Dynamic Logic
SVP, Digital Media Group Sr. Research Analyst, Emerging Media Lab
Stefan.Sellberg@dynamiclogic.com Anne.Czernek@dynamiclogic.com

18. Presented for
Proliferation of
smartphones & tablets

19. Presented for
Advances in
creative opportunities

20. Presented for
Despite technological improvements,
the metrics aren’t getting better

21. Presented for
Early indications are that the
“novelty factor” is wearing out

22. Presented for
We now see that mobile
can have a negative impact

23. Presented for
Creative matters

24. Dynamic Logic has completed 300+ mobile Presented for
advertising studies across a broad range of
industry verticals.
Display &
Rich
Mobile
Media Ads
Search
SMS
More
commonly
Location
Emerging
researched APPS
Augmented
Reality
Mobile
Video

25. Mobile Works! The average campaign has Presented for
an impact on all 5 traditional brand metrics.
Percent Impacted: Delta (Δ)
Aided Brand Awareness +5.9
Ad Awareness +19.9
Message Association +12.1
Brand Favorability +3.9
Purchase Intent +4.7
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents
Delta (Δ)=Exposed-Control
25

26. Presented for
Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns
MOBILE +5.9
Aided Brand +2.1
ONLINE
Awareness
+19.9 Ad +4.2
Awareness
Message +2.2
+12.1
Association
Brand +1.4
+3.9
Favorability
Purchase +1.2
+4.7
Intent
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents;
AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control
26

27. There may be a novelty factor at play, but Presented for
mobile still bests both early online and early video
Percent Impacted: Delta (Δ) Early Online Norms (2000-2002)
Early Video Norms (2002-2004)
Mobile (2007-2011)
+19.9
+18.9
+12.1
+11.3
+9.1
+7.8
+5.9 +5.8
+4.5 +4.7
+4.1 +3.9 +4.0
+2.3 +2.1
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004),
N=34 campaigns; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents
Delta (Δ)=Exposed-Control
27

28. A few different factors Presented for
contribute to mobile’s effectiveness as a medium
THE RELATIVELY LARGER PROPORTION OF THE MOBILE
SCREEN DEVOTED TO THE ADVERTISEMENT
THE NOVELTY OF MOBILE ADS
BETTER TARGETING
MORE FOCUSED AD COPY AND CONTENT DUE TO SIZE OR
TECHNOLOGY CONSTRAINTS
CONSUMER ACCEPTANCE OF MOBILE ADS

29. Presented for
DYNAMIC LOGIC’S
MOBILE CREATIVE BEST PRACTICES

30. Creative matters more than ever: Presented for
There’s a large variation in the best and worst performing ads
Percent Impacted: Delta (Δ) Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
+44.4
+29.8
+19.9
+18.1
+16.3
+14.5
+12.1
+5.9
+3.9 +4.7
+2.4
-2.7 -4.0
-1.3 -4.9
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011
Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
30

31. What differentiates the best and worst Presented for
mobile creative?
1 The location of a brand name or logo within a mobile
ad can have a strong impact on advertising recall
2 Clear and persistent branding is important for brand
awareness
3 Encouraging interactivity and engagement are
advantageous for mobile campaigns
31

32. What does successful and unsuccessful Presented for
mobile creative look like?
Three characteristics in particular are associated with high impact:
1 Left-side brand placement
2 A strong call-to-action
3 Clear branding throughout the creative
32

33. It’s easier to move persuasion metrics for Presented for
lower-involvement categories
High Involvement
Percent Impacted: Delta (Δ)
Low Involvement
+25.0
+15.7
+12.7
+11.0
+7.4
+5.6 +6.0
+4.7
+3.6
+2.5
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011;High involvement N=91 campaigns, 61,312 respondents; Low
involvement N=74 campaigns, 64,159 respondents. Delta (Δ)=Exposed-Control
33

34. CPG outperforms both financial services Presented for
and auto across nearly all metrics
Percent Impacted: Delta (Δ) Financial Services
CPG
Automotive
+25.0
+19.9
+14.5 +14.7
+11.6
+9.3
+6.5
+5.4 +5.4
+4.0 +4.6 +4.2
+3.8 +3.5
+1.8
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011CPG N=41 campaigns, 37,649 respondents;
Financial Services N=39 campaigns, 30,050 respondents; Auto N=34 campaigns, n=24,392 respondents. Delta
(Δ)=Exposed-Control
34

35. Overall, CPG campaigns are among the Presented for
most effective mobile campaigns
Percent Impacted: Delta (Δ) CPG Mobile
CPG Online
+25.0
+9.3
+6.5
+5.1 +5.4
+1.7 +4.6 +1.6 +1.6
+2.3
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last
3 Years through Q1/2011; CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881
campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control
35

36. Presented for
Mobile Success: CPG
Best:
Worst:
36

37. Mobile financial services campaigns Presented for
outperform their online counterparts as well
Percent Impacted: Delta (Δ) Financial Services Mobile
Financial Services Online
+14.5
+11.6
+4.0 +3.5
+2.6 +2.8
+1.8 +0.8
+1.3 +1.3
Aided Brand Ad Message Brand Purchase
Awareness Awareness Association Favorability Consideration
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years
through Q1/2011; Financial Services Mobile N=39 campaigns, 30,050 respondents; Fin Serv Online (Last 3 Years):
N=291 campaigns; 460,239 respondents. Delta (Δ)=Exposed-Control
37

38. Mobile Success: Financial ServicesPresented for
Best:
Worst:
38

39. Auto campaigns build awareness Presented for
very successfully
Percent Impacted: Delta (Δ) Auto Mobile
Auto Online
+19.9
+14.7
+5.4
+3.8 +4.2
+1.1 +3.2 +0.6 +0.6
+2.1
Aided Brand Ad Message Brand Purchase
Awareness Awareness Association Favorability Consideration
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years
through Q1/2011; Auto Mobile N= 34 campaigns, 24,392 respondents; Auto Online N= 361 campaigns, 484,932
respondents. Delta (Δ)=Exposed-Control
39

40. Presented for
Mobile Success: Automotive
Best:
Worst:
40

41. Do’s and Don’ts Presented for
do: don’t:
clearly brand your show your brand only on
creative a product shot
make sure you have clutter your ads with too
a clear call-to-action much text or too many logos
make the ads interactive repurpose online creative
and engaging only to leave it cropped
41

42. Presented for
TRENDS, OPPORTUNITIES, AND BEST
PRACTICES IN MOBILE CREATIVE
February 15, 2012
Presented for
For a copy of this presentation,
please contact marketing@dynamiclogic.com.

43. Dynamic Logic, Millward Brown’s Digital Practice
AS THE WORLD LEADER IN DIGITAL INSIGHTS, WE HELP CLIENTS PLAN, MONITOR AND OPTIMIZE
DIGITAL MARKETING, NAVIGATE EMERGING MEDIA, AND INTEGRATE INSIGHTS ACROSS MEDIA TO
BUILD STRONGER BRANDS. Read our story.
7,000+ Online Campaigns 350+ CrossMedia Campaigns 300+ Mobile & Tablet Campaigns
Emerging Media Lab with focus on MarketNorms®: Largest global Linking Branding to Behavior,
social, mobile & gaming online ad effectiveness database Social and Sales Data
MILLWARD BROWN
Brand experts for over
35 years
DYNAMIC LOGIC
Digital & media experts
for 12+ years

44. Joule: A Full-Service Global Agency 100% Focused on Mobile
 Joule is headquartered in New York, with offices
in Los Angeles, London, Paris, Sydney, Melbourne,
Beijing and Shanghai.
 Joule handles global campaigns and mobile AOR
responsibilities for Fortune 1000 marketers—
everything including strategy and design,
campaign execution, media and analytics. The
team is 100% focused on mobile and dedicated to
helping clients harness the potential of the mobile
transformation.
 Joule approaches every engagement as a unique
opportunity to strategize, conceptualize, execute
and activate a program that maximizes return for
clients’ business and their brands. No
predetermined, cookie-cutter solutions.
 Joule’s multidisciplinary team—averaging more Michael Collins
than eight years’ mobile experience per Chief Executive Officer
professional—collaborates closely to ensure michael.collins@jouleww.com
clients’ mobile solutions are smart, scalable and www.jouleww.com
measurable.
 Joule is passionate about mobile, but more
important, the team is passionate about results.

45. Mindshare Worldwide
Mindshare is a global media and marketing services company.
Mindshare Worldwide was created in 1997 as the first global full-
service media company.
The Mindshare global network consists of approximately 6,000
employees across 113 offices in 82 countries throughout North
America, Latin America, Europe, the Middle East, Africa and Asia
Pacific. Mindshare is a member of the WPP Group, the world’s
largest communications services groups, and is part of its GroupM
Media Company along with MEC, MediaCom, Maxus, Outrider,
Kinetic and IEG. Mindshare works closely with several creative
agencies also under the WPP banner including Grey, Ogilvy &
Mather, JWT and Young & Rubicam.
Mindshare USA LLC has 11 offices across the U.S. and Canada with
billings of $9.96 billion.