1. Mobile Media Summit Presentation

2. 2 This used to be Mobile Advertising 3. There are hundred of different products and devices Mobile Today? 4. Doing thousands of different things 4 5. A day in the life of your mobile device 5 6. 6 2015 will be the first year with more searches on mobile devices. 7. It is not about getting impressions it is about getting a good impression 7 8. Whats the recipe? 8 9. 1st ingredient: Native Advertising It is a form of paid media where the ad experience follows the natural form and function of the user experience in which is placed. 9 10. Growth of Native Advertising in social Media 10 11. Levis-Flipboard Case Taking advantage of digital magazines Tied (targeted) to subscribers of Rolling Stones, Vanity Fair, Elle, Esquire and more It is a Flipboard within Flipboard eComerce integration 11 12. Honda campaign on Zynga 12 In 2013 as part of the campaign It starts with you. Honda/RPA launched a campaign on Zynga mobile games Words with friends and Scramble with friends. The campaign made the mobile traffic to the Honda website overtook the desktop which usually is just 25-30%. 13. Location We cannot think about mobile advertising without thinking about location. Serving ads at the targeted location: There is even an opportunity of discovering a product within the store. Location as a real-world cookie: Ads using location services are not served at the targeted location. 13 14. 1. Serving ads at the targeted location 14 Like the nearby options that Google maps offers. There is even a possibility of discovering your product within the store. 15. Contextual Search Works on data given to it by the users, such as their location and what they are doing to tailor search results to what the user will most likely be looking for. The most important Internet companies are adapting to nail this. 15 16. Mobile Search Moments 16 17. 2nd Ingredient: Location as a real-world cookie Retargeting audiences Based On Where Theyve Been, allowing us to better define an audience based on true intent, and re-target them any time after 1717 AUDIENCE: Fast Foodie TIME: 12:37pm, Saturday LOCATION: Food court, Morristown, NJ AUDIENCE: Fast Foodie TIME: 9:00am, Sunday LOCATION: Coffee Shop, Morristown, NJ 1. Define & Identify Target Audiences 2. Re-target Audiences at Later Moments How it Works 1. Identify target audiences based on where theyve been 2. Re-target these consumers on a 1:1 level at other moments as they move throughout their day 18. 3rd Ingredient: Add Value 18 ELEKS App 19. Social is Mobile 19 20. OMD $50 Million with Facebook for Instagram They will work together to build a new ad platform. 20 21. A Fundamental Connective Point 21 22. Mobile+ Data Ecosystem 22 23. Mobile Data Works Layers of relevancy to deliver customized communications Can allow for real time insight into peoples everyday life Ongoing focus group that is sharing their habits and behaviors 23 24. Data Management Today 24 25. Mobile Data Fails Ownership Management Media vendors and tech vendors are already collecting data and using it as a selling/differentiation point Brand interactions become category interactions and re-hashed as insights for competitors Inaccuracy With many touch points from ad call to ad delivery data errors exists Privacy Regulators have it on their radar but it is not a urgent mater yet 25 26. Where Can We Start Own the data Take the data and use it across teams. From research to execution Optimization by devices Learn from anomalies to tweak and build on insights 26 27. Amalgamation Investing in 1st Party & 2nd party data to help to deliver intelligent communications 28. Start Discussion 28 29. 29 Thank You!