The document discusses making effective ads and experiences for mobile devices. It notes that mobile usage is surpassing desktop usage and marketing dollars are shifting to mobile accordingly. It emphasizes focusing on people rather than technology, understanding the capabilities of different mobile devices, and creating experiences that are uniquely suited to the mobile context and take advantage of features like location. Specific examples discussed include a Volkswagen campaign connecting drivers to the brand both in and out of their cars, and an NFL-related Madden game campaign tapping into second screen mobile usage while watching TV.

1. Big Ideas,
Small Screens
Making Better Ads And Experiences For Mobile
Drew Ungvarsky
CEO & Executive Creative Director
@growinteractive
@drewyou
drew.ungvarsky
drew@thisisgrow.com

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Charts!
!!!

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Like this one.
(We’re using mobile more than desktop.)

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And this one.
(Marketing dollars are following suit.)

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And this.
(Fragmentation is redefining “mobile.”)

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And these.

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12. The The commonality connection between between all all devices
devices
What mobile can uniquely do
The importance of context
Big Ideas, Small Screens

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The most important thing I’ve learned
about digital marketing came from
a 78 year-old man.

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!
Focus on People.
Not technology.
Know the toolbox inside and out, but don’t let it lead.

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!
What mobile can
uniquely do

20. It’s not the miles, it’s how you live them.
-Volkswagen

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Brief:
Connect drivers to the brand
and to the ‘VW family’, whether
or not they’re already owners.

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Insight:
52 minutes a day spent in
cars by 44 million Americans,
76% alone.

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Tech Toolbox:
A background bluetooth pairing
can tell us exactly when that
white space starts and ends.
We can then capture and amplify the value in between.

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Creating Uniquely Mobile Experiences
• Remember passive usage — it creates value when it’s not expected.
• Consider the power of dynamic video (generated server-side).
• For app-like experiences, touch responsiveness trumps everything.
• Mobile-first means first for everything — concept, design, build, ads, etc.
• Put your content on a diet.
• If we don’t use them in all the wrong ways, beacons will become very useful.

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!
The importance
of context

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Brief:
Grow love for Madden 15 by
tapping into NFL popularity.

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Insight:
84% of smartphone owners
owners watch TV with a second
screen device in hand.

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People often signal
moments that matter when
they grab a mobile device.

40. Thank You
@growinteractive
@drewyou
drew.ungvarsky
drew@thisisgrow.com
Big Ideas, Small Screens