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HOW AND WHY CONSUMER-FIRST TRUMPS MOBILE-

FIRST

JUNE 07, 2015

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INTRODUCTIONS

CHRISTINE DILANDROSVP, Head of Cards Media and Integrated

MarketingCITI

JEREMY LOCKHORN VP, Emerging Media + Mobile Lead, North

AmericaRAZORFISH

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LEVEL SETTING

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“Mobile first” was born as a user experience/design

philosophy

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it means designing an experience for mobile before

designing for desktop – or any other device

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At first, it was a very polarizing idea

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But today, mobile first is undeniably important

7Billion phones on

the planet

55%Of time spent online is on a mobile device

70%Of first time

internet users in China access via

mobile

65%Of time spent on

social happens on a mobile device

60%Of time spent on retail sites comes

from a mobile device

ENORMOUSSCALE

TAKING OVERTHE WEB

…ANDSOCIAL

…ANDRETAIL

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And yet, hidden dangers persist

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COMMON MISTAKES

• Investing too little in mobile

• Insufficient measurement strategy

• Treating mobile as a DR- or brand-only channel

• Chasing shiny objects

• Risk aversion

• Waiting for perfection

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Taking “mobile first” too literally

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People use an average of 5 devices

to make a single purchase

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Consumers are clearly device agnostic,

suggesting that our approach should be consumer first more

than mobile first

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But at the same time, you can’t ignore the unique attributes

and capabilities of the mobile channel

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Consumer-first

Mobile priority

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MOBILE ADVERTISING: THE CITI APPROACH

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PRINCIPLES FOR SUCCESS

Know your consumer

Think laterally

Skate to where the puck WILL

be

Orchestrate interplay between

channels

Map KPIs to the

opportunity

Optimize rather than kill

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Double Cash Thank You Retail Bank

CONSUMER-FIRST LOOKS A BIT LIKE THIS…

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Reaching consumers in contextually relevant places regardless of which device they access from

Devic

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Leveraging unique characteristics of mobile that map to product features or audience insights

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CONSUMER-CENTRIC TARGETING ACROSS DEVICESNO BOUNDERIES ON DELIVERY BY PLATFORM, PUBLISHERS SERVE THE IMPRESSION DEPENDING ON WHERE THE CONSUMER CHOOSES TO ENGAGE WITH US

Double CashVideo cross-screen household targeting – build user frequency across multiple devices in the household

Thank You

Retail Bank

Activity-based messaging – tailor dining and entertainment messaging to users based on screen-agnostic behavior

Localized content alignment – gain scale and efficiency while aligning with local sites via desktop and mobile media

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DEVICE AGNOSTICAlt

version of

previous slide

No boundaries on delivery by platform, allowing the consumer to choose how to engage with us

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THE CITI DOUBLE CASH CARD

• PRODUCTThe Double Cash card offers a very unique benefit—cash back when you spend and when you pay your bill with no limits.

• MOBILE-SPECIFIC OPPORTUNITYFor this family and home-centric audience, mobile provides important utility for managing their life as well as an entertaining escape.Image is temporary –

art can be found here

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MOMENT OF OPPORTUNITY: FAMILY

TV NIGHT

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ACR Recognizes SpotAnd delivers sync’d ads to other devices

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CITI RETAIL BANK

• PRODUCTThe Citi retail bank footprint is focused on key metropolitan markets.

• MOBILE-SPECIFIC OPPORTUNITY Increase awareness by punching above our weight and address market nuances

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First party visitation

data

Location-based searchGeo-fencing

Punching above our weight

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First party visitation

data

Location-based searchGeo-fencing

High-impact local

messaging

Market-specific interest

targeting

Address market nuances

Punching above our weight

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THANKYOU CARD

• PRODUCTThe Citi ThankYou Card is a rewards credit card offering 2X points and unique access in the categories of dining and entertainment.

• MOBILE-SPECIFIC OPPORTUNITY Mobile is uniquely able to be contextually and locally relevant at the moment of truth.

Image is temporary – can we find a better

one?

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Targeting the mobile tools people use to make dining

& entertainment purchase decisions

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Location targeting dining &

entertainment venues

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Double Cash Thank You Retail Bank

CONSUMER-FIRST LOOKS A BIT LIKE THIS…

Devic

eA

gn

ost

ic

Reaching consumers in contextually relevant places regardless of which device they access from

Devic

eS

peci

fic

Multi-screen surround

Local + contextual at moment of truth

Punching above our weight + addressing market nuances

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THANK YOU