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#BORNMobile
@AdU by #ThinkLA
Laura Schneider
Mobile Manager
OMD | Airwave
Ben Abt
• Studied Advertising @ The University of Missouri’s
School of Journalism (Best in the World)
• 6+ years of Agency Experience “Lifer”
• Pepsi, Visa, Apple, Hilton, Activision, HTC, HP,
CBS, The CW, Nordstrom, Disney, Showtime,
Levi’s, WB, Walgreens, eHarmony, GE, etc.
Mobile Adoption Rate Snapshot
5.1 Billon
Mobile
Devices 4.2 Billion
Toothbrushes
Unprecedented Growth
Time it took to reach an Audience of
50 Million
35yrs. 13yrs. 5yrs. 2.5yrs. 1.5yrs.
We are just beginning to see what is
possible…
The Old “Day in Life”
The New “Day in life”
Mobile Permanently Changing Daily Habits
6%
9%
40%
22% 23%
29%
11%
43%
16%
1%
Print Radio TV Internet Mobile/Tablet
% of time spent in Media % of Ad spending
Time Spent vs. Ad Spend per Media
But Why Hasn’t The Industry Caught Up?
Mobile is an Entire Delivery Platform
The
Mobile
Ecosystem
OOHPRINT TV/RADIO
INTERNET/
ECOMMERCE
Mobile Bridges All Mass Mediums
Apps
Ad Networks
Audiences
Premium
Mobile Lives Across A Variety of Sites & Networks
Mobile Targeting is Advancing
Mobile Devices Have Different Roles
Utility, location, quick
research, short content
snacking, casual gaming,
mobile payments
Entertainment, leisure,
heavy-browsing,
shopping
Smartphones:
A Constant
Companion
Tablets:
A Recreational
Utility
vs.
94M
average time
spent
72M
average time
spent
Mobile Web Apps
Snack vs. Main Course
Snack vs. Main Course
Mobile Web Apps
Device agnostic
Fragmented by OS and
Device
Creative limitations due to
ubiquity
Enhanced creative
capabilities, ability to tap into
native device functions
(swipe, accelerometer, etc.)
Ease of discoverability via
mobile search
Discoverability issues due to
fragmentation, but a
download lives n consumers
devices
Shorter time spent –
consumers are direct, to the
point, in and out
Looking to spend time – play
games, read content, watch
videos, socially connect and
engage
Once you have the user’s attention, it’s important to
ensure the content you have after the click is engaging
Short-form
Mobile Video
Hot or Not Mobile Ad Formats
How can I
target my
audience
through mobile?
How does this fit
into my plan
strategically?
What unique
value can
mobile bring to
the campaign?
How does my target audience use
mobile? What activities are
prevalent amongst this group?
What mobile destinations do they
frequent?
Is mobile the right platform to
deliver my message? How can
I tailor the message so that it’s
relevant in mobile? Should I
focus on handheld, tablet, or
both?
What can mobile do
for the campaign that
no other medium
can? Can mobile
complement another
medium?
Developing a Mobile Strategy – 3 quick questions
Mobile Basics
Connecting with
Consumers on-
the-go
Continue the
Conversation
Handset & tablet
optimized
destinations
Banners
Interstitials
Using location-
aware
opportunities
Driving consumers
in-store
Enhancing
relevancy
Mobile CRM
Passbook
Opportunities
Enhancing in-store
experiences
Long Term Branding in Mobile
Holistic Approach to What’s Next
2020s
FIRST People Used to Dance
@ Concerts
NOW They Video / Check-in
/ Share / Tweet / Instagram
straight from their mobile
devices
NEXT hands free
“wearables” to Video /
Check-in / Share / Tweet /
Instagram from Glasswear -
powered by their mobile
devices

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thinkLA AdU: Media Planning 2014 - Laura Schneider

  • 1. #BORNMobile @AdU by #ThinkLA Laura Schneider Mobile Manager OMD | Airwave
  • 2. Ben Abt • Studied Advertising @ The University of Missouri’s School of Journalism (Best in the World) • 6+ years of Agency Experience “Lifer” • Pepsi, Visa, Apple, Hilton, Activision, HTC, HP, CBS, The CW, Nordstrom, Disney, Showtime, Levi’s, WB, Walgreens, eHarmony, GE, etc.
  • 3. Mobile Adoption Rate Snapshot 5.1 Billon Mobile Devices 4.2 Billion Toothbrushes
  • 4. Unprecedented Growth Time it took to reach an Audience of 50 Million 35yrs. 13yrs. 5yrs. 2.5yrs. 1.5yrs. We are just beginning to see what is possible…
  • 5. The Old “Day in Life” The New “Day in life” Mobile Permanently Changing Daily Habits
  • 6. 6% 9% 40% 22% 23% 29% 11% 43% 16% 1% Print Radio TV Internet Mobile/Tablet % of time spent in Media % of Ad spending Time Spent vs. Ad Spend per Media But Why Hasn’t The Industry Caught Up?
  • 7. Mobile is an Entire Delivery Platform The Mobile Ecosystem
  • 9. Apps Ad Networks Audiences Premium Mobile Lives Across A Variety of Sites & Networks
  • 10. Mobile Targeting is Advancing
  • 11. Mobile Devices Have Different Roles Utility, location, quick research, short content snacking, casual gaming, mobile payments Entertainment, leisure, heavy-browsing, shopping Smartphones: A Constant Companion Tablets: A Recreational Utility
  • 12. vs. 94M average time spent 72M average time spent Mobile Web Apps Snack vs. Main Course Snack vs. Main Course
  • 13. Mobile Web Apps Device agnostic Fragmented by OS and Device Creative limitations due to ubiquity Enhanced creative capabilities, ability to tap into native device functions (swipe, accelerometer, etc.) Ease of discoverability via mobile search Discoverability issues due to fragmentation, but a download lives n consumers devices Shorter time spent – consumers are direct, to the point, in and out Looking to spend time – play games, read content, watch videos, socially connect and engage
  • 14. Once you have the user’s attention, it’s important to ensure the content you have after the click is engaging Short-form Mobile Video Hot or Not Mobile Ad Formats
  • 15. How can I target my audience through mobile? How does this fit into my plan strategically? What unique value can mobile bring to the campaign? How does my target audience use mobile? What activities are prevalent amongst this group? What mobile destinations do they frequent? Is mobile the right platform to deliver my message? How can I tailor the message so that it’s relevant in mobile? Should I focus on handheld, tablet, or both? What can mobile do for the campaign that no other medium can? Can mobile complement another medium? Developing a Mobile Strategy – 3 quick questions
  • 16. Mobile Basics Connecting with Consumers on- the-go Continue the Conversation Handset & tablet optimized destinations Banners Interstitials Using location- aware opportunities Driving consumers in-store Enhancing relevancy Mobile CRM Passbook Opportunities Enhancing in-store experiences Long Term Branding in Mobile
  • 17. Holistic Approach to What’s Next 2020s FIRST People Used to Dance @ Concerts NOW They Video / Check-in / Share / Tweet / Instagram straight from their mobile devices NEXT hands free “wearables” to Video / Check-in / Share / Tweet / Instagram from Glasswear - powered by their mobile devices