Closing Keynote: “Arc of Mobility: A Perspective on a New Era of Consumer Expectation & Opportunity”

1. A New Age of Expectation
The Arc of Mobility

2. Over the course of the past twenty years, we started calling
computers by another name – phones. This misnomer continues
to flummox leadership in companies around the world. In fact,
the error has caused many to miss what is likely the single most
important force in life and business today…

3. The Arc of Mobility

4. The confusion about mobile phones began
in 1997 when Ericsson dubbed their GS 88
‘Penelope’ concept a ‘Smart Phone’.

5. In January 2007, Steve Jobs further
confused the world when he said:
The iPhone wasn’t a phone at all
but a more personal computer.
“Today, Apple is going to reinvent the phone.”

6. Mobility has become so integrated into our
lives that it transcends device and channel.
It is the confidence of being connected –
to the people, places and things that
matter to you.

7. Mobility is not about smartphones or any one device

8. WHAT WAS…

9. INSPIRED BY THIS

10. Increasingly, it is about
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CONTINUITY
MERCHANDIZED BY THIS

11. MERCHANDIZED
BY THIS
RESEARCHED HERE

12. AND PURCHASED HERE

13. The traditional “path to purchase” has
exploded because of increased mobility.

16. Mobility’s role in the next five years
will be to reduce friction, bring context, and
connect what is meaningful

17. A push-driven brand
economy

18. A consumer-driven experience economy

19. 47.2%
DIGITAL
TV
RADI
O
PRINT
30.5%
37.3% 41.2%
12% 9.3%
3.5% 19%
Time spent share Ad spending
share
Share of Average Time Spent
per Day with Select Media by US
Adults vs. US Ad Spending
Share, 2013
Brands have yet to fully shift their spend
to match consumer propensity.
19.1%
11.4%
23.9%
23.3%
DESKTOP/LAPTOP
MOBILE (NON-
VOICE)

20. The challenge for the marketing industry over the
past few years was in discovering the most effective
value proposition for “the mobile channel.”
Now, instead of “mobile” being added to the advertising
mix incrementally, the tide is shifting substantially

21. Seven Maturing Patterns
of Mobility Marketing

22. When advertising media gets
married inline with the content flow

23. 9.6M
Unique views for one day
(03.12.14)
7.7M of the views
on mobile devices
MonthlyActiveUsers(MAU)
Highcharts.com
2012
Q4
2013
Q1
2013
Q2
2013
Q3
2013
Q4
2014
Q1
2014
Q2
1M
2M
3M
4M
5M
BuzzFeed – Monthly Active Users (Quarterly Avg)

24. When brands partner and
properly cultivate inspiration

26. When the (ad) network is the community

27. 19.91%
Share of industry mobile
ad revenue
Facebook is now the
second-largest digital ad
provider by revenue

28. When the content is the
advertising and the story on
consumers’ terms

29. 36M+
Views of the world’s highest
altitude sky dive in history
Red Bull has turned their
brand into an ongoing
content
channel

30. When it is tied to mobile
search

31. x
US Search Users and Mobile Phone Search Users,
2014 & 2018
millions
212.4
129.1
228.3
201.3
Search users Mobile phone search users
Note: search users are not mutually exclusive; there is overlap between groups
Source: eMarketer March 2014
2014 2018
Smartphone clicks in Q4
2013
increased by 1,589% over
Q4
2012 for product listing ads
Tablet clicks increased by
335.7% year-on-year

32. When mobility connects the dots for
the advertiser across the customer
journey

33. Walgreens is attracting teens
with it’s “Beauty Favorites’
campaign
Driving beauty tips across
multiple digital domains

34. When it is already threaded into our
lifestyle

35. 96K+
Tweets have been created
from Starbucks’ Tweet-a-
Coffee campaign on Spotify,
equaling $348K+ in loyalty
gift card activations

36. Tomorrow’s Mobility
Marketing Landscape

37. The move to mobility is driving large volumes of traffic
to the leading social networks where digital advertising
dollars are increasingly spent.

38. New mobile service experiences and digitally activated
environments are making it ever easier to avoid traditional
advertising funnels in favor of ongoing brand engagement.

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Click To Call
From Print Ad

41. Wearables are entering as “the most intimate screen”

42. Related Pins get curated with link to buy on promoted Pins
Social Curation + Commerce

43. 43
Order Pizza From
Your Wrist In
< 20 Seconds

44. Mobility is inspiring new hyper focused
communities, tools, and behaviors
Richer Utilities
Inspired
Commerce
Inspired
ContentIn-the-Moment Services
More Focused
Destination
Anonymous Apps 1- Many(Location, Topic, Time)Private 1-1Messaging
Hyper Focused
Focused
Richer Utilities
Inspired
Commerce
Inspired
ContentIn-the-Moment Services
Anonymous Apps 1- Many(Location, Topic, Time)Private 1-1Messaging
Aggregated

45. New gestures for a new generation
Constructed Filtering
Left Swipe Right Swipe

46. Digital Pins activated from
Visiting Physical Places

47. Commerce In A New Age Of Mobility

48. Social will continue to integrate with traditional online destinations
Lifestyle and social continue to trump static website content
Traditional Homepages are migrating to Social Feed Mash-ups

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Mobility Will Continue to Blur not only Physical +
Digital but also Product and Service
ASAP 54

50. Experiential Concepts that extend past Ad Placement
Instead of sending out CDs to advertising
agencies Kontor Records created a direct
campaign that includes a vinyl record and a
unique player based on a turntable that plays
music using a smartphone.
71% of the 900 Turntable
QR codes were activated.
That's 64% more than the
average response.
42% followed the link to
the Kontor Online Store.

51. Mobility takes our everyday journeys and
blurs them into a continuous flow of
orchestrated events — ultimately
changing how we think, act and connect
with brands and one another.

52. Thanks.
David Hewitt
Twitter: inacubenearby
Email: dhewitt@sapient.com