Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

MediaCom - Has Mobile Reached its Perfect Peak

257 vues

Publié le

Mobile Brand Summit
Presentation by Ben Phillips

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

MediaCom - Has Mobile Reached its Perfect Peak

  1. 1. Has mobile reached its perfect peak? Ben Phillips Global Head of Mobile, MediaCom
  2. 2. These were mobile phones before 2007 smart(ish)
  3. 3. Then the iPhone 8 & X arrive
  4. 4. Then the iPhone 8 & X arrive • 5.8inch Super Retina Screen • Most durable glass..EVER! • Wireless charging • Fully gesture operated (removal of Home button) • Facial recognition (FaceID) • Animoji’s • Improved camera • Machine Learning • AI • Etc etc….
  5. 5. And the ”Meme” ecosystem went into meltdown
  6. 6. And the ”Meme” ecosystem went into melt down
  7. 7. And the ”Meme” ecosystem into meltdown
  8. 8. And the ”Meme” ecosystem went bananas
  9. 9. But what does that mean for advertisers?
  10. 10. • AR is going mainstream • You could argue that Pokémon Go took Augmented Reality mainstream, but Apple’s new handsets and AR Kit means we are likely to see more immersive opportunities. The greater processing power offered by the new chips in the iPhone 8 and iPhone X, take the opportunity up a level. 3 new ways for brands to connect with consumers
  11. 11. • Come charge with me • The new iPhone’s wireless charging capability allows brands to provide fuel for phones and reasonably request a value exchange in return. The use of wireless charging makes this a reality. 3 new ways for brands to connect with consumers
  12. 12. • Facial recognition creates more secure connection • It’s perhaps more speculative but FaceID potentially allows us to optimise the message, not just based on our standard metrics but also on the real-time emotional response of the consumer viewing that message. 3 new ways for brands to connect with consumers
  13. 13. Ok now back to reality for a bit….
  14. 14. At least 309 million people (16% of the world’s 1.9bn smartphone users) are blocking ads on the mobile web October 2016 Google looses MRC Accreditation for “Mobile Web Served Display Impressions” Over estimating average time spent watching between 60% & 80% increase Global brand advertising appears alongside extremist content Ad Blocking Google losing MRC accreditation Facebooks inflated video views Brand safety Its been a tough year
  15. 15. More consideration over creative content and mobile first mindset Looking at mobile first solutions and not to rely on desktop tech to work in a mobile environment Moving outside the duopoly at other inventory sources Requirement for better 3rd party measurement NOT letting suppliers mark their own homework Questions being raised that needed to be aired Uplift in local publishers (Control) Ad Blocking Google losing MRC accreditation Facebooks inflated video views Brand safety What have we learned from it?
  16. 16. Mobile is able to provide answers to todays challenges
  17. 17. Complex, Fragmented Mobile Landscape is a Challenge
  18. 18. Work with partners that have been certified to your standards not theirs Location provides real time footfall and engagement data How does viewability effect your business outcome? Does a video viewed at 50% result in a product purchase? What does attribution mean to you and your campaign? Quality inventory Audience & Location Data 3rd Party measurement e.g. Viewability Attribution Build “Stack Solutions”
  19. 19. Mars ”Hungerithim” Bringing the Stack to Life
  20. 20. The “mood” of the internet determined the price and voucher that was delivered The angrier the internet, the less you have to pay for a Snickers
  21. 21. How to build an award winning mobile solution? Awards and Recognition •Festival of Media Asia 2016 | Gold: Best Use of Real Time Marketing •Festival of Media Global | Bronze: Best Use of Real Time Marketing •Cannes Lions 2017 | Gold: Media C02 Use of Real-Time Data •Cannes Lions 2017 | Gold: Cyber F09 Use of Social Data & Insight •Cannes Lions 2017 | Gold: Direct C04 Real-Time Response •Cannes Lions 2017 | Gold: Mobile F02 Real-Time Response •Cannes Lions 2017 | Gold: Mobile F07 Social Business
  22. 22. Creating the Perfect Storm Starting with a great idea Amazing creative design and execution Using a variety of 1st & 3rd party data to build DCO Strong partnership & integration with retail POS
  23. 23. Mobile + OOH =
  24. 24. Mobile + OOH =
  25. 25. Creating the Perfect Storm Creative thinking: First campaign of its kind in the UK Working Digital OOH and mobile creative GPS and RFID-powered kit + Programmatic OOH + Audience data Strong partnerships with Ubiquitous, MobSta & MBA
  26. 26. We work to Time with brand as a metric. This is driven by two different tracked metrics • Time spent with the content we are delivering i.e. Cost per second spent on video • Time spent on site. When we combine the two we can get an overarching metric of time spent with the brand which we use as a proxy for brand preference. Shell - Time with brand example
  27. 27. This is slightly different but still based on time spent to an extent. Not all Bose product sold through own stores We work to a CPA campaign where we have a pixel fire on site if a user travels to a second page in one session or stays on site for longer than a minute. The two combine to create a quality visit if a user completes either. Bose - Quality Visit
  28. 28. Has mobile reached its peak?
  29. 29. • (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an element • (Hardly any) mobile ONLY digital campaigns • Digital advertising spend hit $72.5bn in 2016 • $36.6 billion of that (51%) was mobile advertising • Mobile video advertising grew to 53 percent to $9.1 billion • We see mobile video advertising increase c 140% YOY • Growing confidence from advertisers • Better accounting methodologies and transparency Has mobile reached its peak?
  30. 30. • (Nearly) 100 % of MediaCom Digital Campaigns have mobile as an element • (Hardly any) mobile ONLY digital campaigns • Digital advertising spend hit $72.5bn in 2016 • $36.6 billion of that (51%) was mobile advertising • Mobile video advertising grew to 53 percent to $9.1 billion • We see mobile video advertising increase c 140% YOY • Growing confidence from advertisers • Better accounting methodologies and transparency • We’re not there yet! Has mobile reached its peak?
  31. 31.  Look outside the “duopoly” of FB & Google  Find the perfect partner(s)  See what functionality is most valuable to you  Think! “mobile first” - its easier than adapting a desktop strategy to mobile  Ensure that customer value is first and foremost Message Received Check List
  32. 32. Thank you. Ben Phillips Global Head of Mobile Ben.phillips@mediacom.com @blp101

×