Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is? I think mobile is how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management. How to do that? By tapping into human experience...

1. 1
Marta Klepka, CEE Digital Director
Addressing the
mobility by tapping
into human
experience

2. 2
But… why?

3. 3
Mobile
experience

4. 4
Human
experience

5. 5
New environment requires new
thinking

6. 6
Starting from words

7. 7
Cause they change behaviour

8. 8
Informing uninformed is rare in connected world

9. 9
Address the mobility by tapping into
human experience

10. 10
OTHER
10%
36%
43%
4%
3%
4%
Participants are screen agnostics
Mobile = how people live their lives in a
busy, hectic, always-on-the-go world.
Human–centric approach to mobile

11. 11
Addressing the mobility
MOBILITY
Personali
sed
Always
on
Local
Motivatin
g
Adaptive
Convers
ational
Right message
Right time
Right place
Right stymuli
Agile
Sharable

12. 12
Always on

13. 13
Local
Device
2eb3ec743d3487af2fab23507689
Impressions
11/24 – 4:43:45 PM
11/24 – 4:44:45 PM
Device 2eb3ec743d3487af2fab23507689
Impressions
11/24 – 3:59:22 PM
11/24 – 3:59:51 PM
11/24 – 3:59:19 PM
11/24 – 4:00:26 PM
11/24 – 4:23:33 PM

14. 14
Motivational

15. 15
#1 Twitter
Number one trending topic
on Twitter – 48 hrs.
PM Sunday
Juan Montoya’s car
crashes on National TV
and Tide Powder is
used to clean it up
Monday Night
People begin
tweeting, posting
and sharing
pictures
Tuesday
Action plan, campaign is born, photos are
bought, legal cooperates, Tide is able to
respond and engage
AM Saturday
USA Today breaks
story of Tide
Nascar spot
2:30 - SAT
RACE BEGINS
3:35 -
SAT
Spot Airs
Adaptive

16. 16
Who should win Samsun RO
Conversational
Conversational

17. 17
Personalised

18. 18
Mobile slowly proves itself in CEE

19. 19
88%
77% 75%
71% 70% 70%
64%
57%
54%
36%
21%
16%
11% 13%
15%
7%
30%
14%
7%
3% 3% 2% 5%
1%
DK IL LV LT BG CZ SK HU
Internet Mobile phone/smartphone Tablet
Source: gemiusAudience, Danske Medier
Internet and mobile device penetration

20. 20
0%
5%
10%
15%
20%
25%
30%
35%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013
CZ DK LV LT BG SK HU PL
31%
20%
12%
5,2%
Source: gemiusTraffic, gemiusRanking
Shareofpageviews
Mobile traffic share

21. 21
0%
2%
4%
6%
8%
10%
12%
Phones Tablets PC
Source: gemiusTraffic, working day
Shareofpageviews
Daily usage of various platforms in Czech Republic

22. 22
123
%
MOBILE
P.
6m
MOBILE
WEB
USERS
45%
MOBILE
FACEBO
OK
USERS
1/7
SEARCH
ES
FROM
MOBILE
25%
PUBLIS
HER
TRAFFI
C
25%
SMARTP
HONE P.
*P= Penetration, Estimated for 2013, Source: Breeze Mobile
Mobile in Romania

23. 23
90%browse
weekly
91%search on
mobile
44%visited a
brand
page
Smartphone Usage in Romania
23%use more
than 22
apps
Source: IAB Mediascope 2012

24. 24
Oh, we need to learn!

25. 25
1. Mobile &tablet optimised sites/ apps
2. Dynamic creatives and sites
3. Local SEO
4. Mobile optimised SEM
5. Facebook mobile different formats, click to download
6. Location based campaigns – also SMS, MMS
7. Display targeting to mobile devices, OS, etc,
programmatic on mobile
8. Other useful technologies such as NFC
Seems complex, especially if integrated

26. 26
It all goes down to
tapping into
human experience

27. 27
Harlem Shake

28. 28
Thank you!
marta.klepka@vivaki.com