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Big Ideas, 
Small Screens 
Making Better Ads And Experiences For Mobile 
Drew Ungvarsky 
CEO & Executive Creative Director...
Big Ideas, Small Screens 
Charts! 
!!!
Big Ideas, Small Screens 
Like this one. 
(We’re using mobile more than desktop.)
Big Ideas, Small Screens 
And this one. 
(Marketing dollars are following suit.)
Big Ideas, Small Screens 
And this. 
(Fragmentation is redefining “mobile.”)
Big Ideas, Small Screens 
And these.
Big Ideas, Small Screens
Big Ideas, Small Screens
The The commonality connection between between all all devices 
devices 
What mobile can uniquely do 
The importance of co...
Big Ideas, Small Screens 
The most important thing I’ve learned 
about digital marketing came from 
a 78 year-old man.
Big Ideas, Small Screens
Big Ideas, Small Screens 
! 
Focus on People. 
Not technology. 
Know the toolbox inside and out, but don’t let it lead.
Big Ideas, Small Screens 
! 
What mobile can 
uniquely do
It’s not the miles, it’s how you live them. 
-Volkswagen
Big Ideas, Small Screens 
Brief: 
Connect drivers to the brand 
and to the ‘VW family’, whether 
or not they’re already ow...
Big Ideas, Small Screens 
Insight: 
52 minutes a day spent in 
cars by 44 million Americans, 
76% alone.
Big Ideas, Small Screens 
Tech Toolbox: 
A background bluetooth pairing 
can tell us exactly when that 
white space starts...
Big Ideas, Small Screens 
Creating Uniquely Mobile Experiences 
• Remember passive usage — it creates value when it’s not ...
Big Ideas, Small Screens 
! 
The importance 
of context
Big Ideas, Small Screens 
Brief: 
Grow love for Madden 15 by 
tapping into NFL popularity.
Big Ideas, Small Screens 
Insight: 
84% of smartphone owners 
owners watch TV with a second 
screen device in hand.
Big Ideas, Small Screens 
People often signal 
moments that matter when 
they grab a mobile device.
Thank You 
@growinteractive 
@drewyou 
drew.ungvarsky 
drew@thisisgrow.com 
Big Ideas, Small Screens
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
Big Ideas, Small Screens: Making better ads and experiences for mobile
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Big Ideas, Small Screens: Making better ads and experiences for mobile

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Drew Ungvarsky, CEO/Executive Creative Director, Grow
#DMC2014

Publié dans : Marketing
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Big Ideas, Small Screens: Making better ads and experiences for mobile

  1. 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
  2. 2. Big Ideas, Small Screens Charts! !!!
  3. 3. Big Ideas, Small Screens Like this one. (We’re using mobile more than desktop.)
  4. 4. Big Ideas, Small Screens And this one. (Marketing dollars are following suit.)
  5. 5. Big Ideas, Small Screens And this. (Fragmentation is redefining “mobile.”)
  6. 6. Big Ideas, Small Screens And these.
  7. 7. Big Ideas, Small Screens
  8. 8. Big Ideas, Small Screens
  9. 9. The The commonality connection between between all all devices devices What mobile can uniquely do The importance of context Big Ideas, Small Screens
  10. 10. Big Ideas, Small Screens The most important thing I’ve learned about digital marketing came from a 78 year-old man.
  11. 11. Big Ideas, Small Screens
  12. 12. Big Ideas, Small Screens ! Focus on People. Not technology. Know the toolbox inside and out, but don’t let it lead.
  13. 13. Big Ideas, Small Screens ! What mobile can uniquely do
  14. 14. It’s not the miles, it’s how you live them. -Volkswagen
  15. 15. Big Ideas, Small Screens Brief: Connect drivers to the brand and to the ‘VW family’, whether or not they’re already owners.
  16. 16. Big Ideas, Small Screens Insight: 52 minutes a day spent in cars by 44 million Americans, 76% alone.
  17. 17. Big Ideas, Small Screens 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.
  18. 18. Big Ideas, Small Screens 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.
  19. 19. Big Ideas, Small Screens ! The importance of context
  20. 20. Big Ideas, Small Screens Brief: Grow love for Madden 15 by tapping into NFL popularity.
  21. 21. Big Ideas, Small Screens Insight: 84% of smartphone owners owners watch TV with a second screen device in hand.
  22. 22. Big Ideas, Small Screens People often signal moments that matter when they grab a mobile device.
  23. 23. Thank You @growinteractive @drewyou drew.ungvarsky drew@thisisgrow.com Big Ideas, Small Screens

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