Breakfast & Brains May 2013- Simon Andrews
18
Private & Confidential – Copyright Addictive Ltd 2011 HOW DO WE MAKE MOBILE VIDEO EFFECTIVE?
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Transcript of Breakfast & Brains May 2013- Simon Andrews
!Private & Confidential – Copyright Addictive Ltd 2011!
HOW DO WE MAKE MOBILE VIDEO
EFFECTIVE?!
!Private & Confidential – Copyright Addictive Ltd 2011!
$50bn Globally – Threat or Opportunity?!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
• First brand to use ringtones as a marketing tool
• Built 50K permission based database of engaged customers
• Drove the lowest cost per sale of any channel
!Private & Confidential – Copyright Addictive Ltd 2011!
Data generation – Howard’s Home!
• 35k visits!• 37k downloads!• 13k ring tones!• 13k viewing TV ad!• 9k played Howard's
game!• Cost per visit 1.07!• Cost per download
1.02!
!Private & Confidential – Copyright Addictive Ltd 2011!
Integration is more than matching luggage!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
Encourage targeting driven creative!
Action!
Context!
Location!
Data! Big Idea!
!Private & Confidential – Copyright Addictive Ltd 2011!
!Private & Confidential – Copyright Addictive Ltd 2011!
[email protected][email protected]!@addictivemobile!
It’s time to!experiment!
