This presentation is from FunMobility's free webinar on how to become a mobile advertising Da Vinci, hosted by market researcher, Kevin Almeida. He gave the Mona Lisa her smile. He set history’s first helicopter in motion. And he inspired a mystery/suspense novel read by more or less everyone on earth. But even the great Leonardo Da Vinci himself might have struggled to create mobile ad campaigns that stood out from all the noise in today’s over-saturated marketplace. Learn how you can build campaigns like a true Renaissance Master; campaigns that drive brand awareness and direct response in new and exciting ways. “De-Code” The Secrets: Branding Wow your clients with new features and functionality, using ads that integrate touch screen, the mobile camera, and more: -Increase the reach of every ad, with a cross-screen, cross-channel solution. -Encourage social share with display ads that drive User Generated Content -Measure your success for clients with trackable audience engagement strategies -Direct Response Increase mCommerce conversions with improved targeting and redeemable offers: -Optimize your landing pages to drive traffic, phone calls, registrations, and conversions at point of sale -Address Last-Minute Changes to creative and messaging with more agile design tools -Extend your campaign’s reach with integrated SMS, in-store, and social discovery

1. WELCOME
10.15.2014 WEDNESDAY 11 AM PDT
Hosted by:
Kevin Almeida
Market Researcher, FunMobility

2. • In business for 14 years
• Reached over 60 million consumers
• Over 10 billion mobile engagements

3. Fundamental Best Practices
Embrace Your Inner Da Vinci
Branding on Mobile
Direct Response
1
2
3
4

4. 1 Fundamental Best Practices
“Simplicity is the ultimate sophistication”
-Leonardo Da Vinci

5. 1 Fundamental Best Practices
• Smaller screens don’t have to be a
limitation—but don’t repurpose desktop
creative.
• Embrace the “mobile mindset.” Goal-oriented,
quick and to the point. That goes for creative
design, too.
• Creative must be effective at a glance:
• Easy-to-read font, 8 words or fewer
• Simple images
• High-contrast colors
Big things from small pictures: The Mona Lisa is only 21” wide

6. 1 Fundamental Best Practices
As of 2014,
the average American’s attention span lasts only 8 seconds.
(which is how long it took me to read that sentence)

7. 1 Fundamental Best Practices
As of 2014,
the average American’s attention span lasts only 8 seconds.
(which is how long it took me to read that sentence)

8. Track & Optimize
1 Fundamental Best Practices
Targeting on mobile is powerful, but a bi-annual Run
of Network campaign can reveal interest in unexpected
places
• Phase out under-performing publishers
• Be suspicious of over-performing publishers
• Identify your real KPI; don’t make it all about clicks!

9. 2 Embrace Your Inner Da Vinci
“People of accomplishment rarely sat back and let things happen to
them. They went out and happened to things.”
-Leonardo Da Vinci

10. 2 Embrace Your Inner Da Vinci
Don’t be afraid
to experiment with
new ideas

11. 2 Embrace Your Inner Da Vinci
Mobile is more than just a tiny computer
• Touchscreen
• Camera
• Phone
• GPS
• PassBook
If you want to make a
difference,
you have to be different

12. Be a master of all things

13. 2 Embrace Your Inner Da Vinci
Be a master of all things
Mobile is no longer a “channel.”
Content should be discoverable across:
All Devices
• Smartphone
• Tablet
• Desktop
• Laptop
All Media
• Paid Media
• Owned Media
• In-Store Media
• Earned Social Media
Mobile landing pages should be responsive, for optimal display on desktop devices as well

14. 2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”

15. 2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
For those born in the 90s or later, life revolves around the camera
The mobile camera is “important or “very important” 91%
Use the camera every single day 37%
Use the camera at least once a week 87%
Primarily use their camera to post to social media 76%
Source: Mitek Systems, Millennial Study 2014

16. 2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
• Creating and sharing images is more important to young
Millennials than:
• Texting
• Games
• Email
• Google
• Facebook
• More than a third (37%) of Millennials say they can’t go a day
without using their mobile camera
Leonardo Da
Vinci
Source: Mitek Systems, Millennial Study 2014

17. 2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
If you ignore the camera, you’re ignoring the key
mobile behavior of Young Millennials.

18. 3. Branding on Mobile
“Painting is poetry that is seen rather than felt.”
-Leonardo Da Vinci

19. Branding Campaign:
“Photo Booth”
3 Branding on Mobile

20. Here’s how it works:
Point of discovery
(i.e. mobile display ad)
3 Branding on Mobile
Branded Photo Editor Snap, edit, or upload images
CLICK

21. Here’s how it works:
New point of discovery, Engagement Page
with built-in link
Social Share
CLICK
3 Branding on Mobile

22. Results:
• 70% of users created
branded baseball cards
• 50% of cards created
were shared
3 Branding on Mobile

23. 3 Branding on Mobile
Benefits of this campaign:
Measurable, branding-centric KPI’s (not just click-through rate)
• Engagement
• Social Share
Extended reach
• Earned social media
Promote recall
• User-Generated Content
Works across mobile and desktop devices

24. 3 Branding on Mobile
Mobile is intimate, personal, and interactive. Branding
campaigns should go deeper than a single click.

25. “Knowing is not enough. We must apply.”
-Leonardo Da Vinci
4 Direct Response

26. 4 Direct Response
Build your direct response campaigns around
mobile behaviors and functionality

27. 4 Direct Response
If you want to prioritize brick-and-mortar
conversions, target smartphone owners
• Active decision making context, out-and-about
If you want to prioritize mCommerce
conversions, target tablet owners
• Higher disposable income. 55% of mCommerce
conversions.

28. 4 Direct Response
Benefits of this campaign:
• Mobile consumers are typically further down the purchase funnel
when they hit your content, more likely to convert
• Can attribute ROI to every unique engagement event
• Low-friction, multi-tiered experience
• Coupons

29. 4 Direct Response
Benefits of this campaign:
You went through the trouble of creating & A/B
testing this engaging direct response experience, why
limit your reach to one media channel?
Distribute your landing page via:
• Text Message (SMS/MMS) Campaigns
• Your mobile website
• Your social presence

30. You will be emailed a recording of this presentation.
Questions?
Contact us at
sales@funmobility.com
marketing@funmobility.com
Thank You
Hosted by:
Kevin Almeida
Market Researcher, FunMobility