Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
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Transcript of Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
THE LEADING IN-CONTENT ADVERTISING PLATFORM THAT GETS YOUR BRAND DISCOVERED
Partners since June 2005, one of the longest running
partnerships for Vibrant UK
Have worked with Vibrant on In-Text, In-Image and Display
Across a range of sites: accountancyage.com, bjp-
online.com, computeractive.co.uk, financialdirector.co.uk,
ifaonline.co.uk, investmentweek.co.uk, yourmortgage.co.uk
GOING MOBILE TRENDS IN OUR MARKET PRODUCT R&D
TRENDS IN OUR MARKET PLACE
INCREASE
IN MOBILE
TRAFFIC
ACROSS
PARTNER
SITES
ADOPTION
OF NEW
DEVICES
RICH MEDIA
ADS DRIVE
HIGHER
CTR &
ENGAGEMENT
INCREASE IN MOBILE
NEED FROM
ADVERTISERS
CROSS PLATFORM -
BEYOND FLASH
RESPONSIVE
DESIGN
AT THE HEART
PRODUCT RESEARCH & DEVELOPMENT
WHAT DO VIBRANT ACTUALLY DO?
WE MAKE BRANDS DISCOVERABLE.
KEY DISCOVERY MOMENTS THE INTERNET IS FULL OF POTENTIAL KEY DISCOVERY MOMENTS
INITIAL STIMULUS
PURCHASE INTENT
WE HAVE
USER INITIATED
In-Text
In-Image
Lightbox
Brand Canvas
ADVERTISING
VIBRANT PRODUCTS INNOVATION & CONTROL
HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?
Busy mum looking for meal
ideas
Searches for recipes online
Capitalize On Key
Discovery Moments Chicken
HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?
In the supermarket looking
up ingredients for that recipe
Searches for the recipes
Capitalize On Key
Discovery Moments Chicken
WE HAVE 100%
VIEWABILITY
Products In The
Content Well
IN-CONTENT ADVERTISING TO DRIVE MOBILE
MOBILE
REAL ESTATE
DEVELOPING
FOR YOUR
REAL ESTATE
PRODUCT DEVELOPMENT
Users
Advertisers
Publishers
USER TESTING
KPIs for mobile success –
engagement, awareness, conversions, visits
Most valuable targeting – content, geographic, demographic
In comparison to other formats, mobile banner advertising
was:
Less effectiveness than video
Equally as effective to rich media
More effective than mobile search Equally as effective as social media
MOBILE PRODUCT COUNCIL AGENCY FEEDBACK
MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a
mobile optimized site for tablet
Don’t have a mobile application for their site and no plans to introduce one
1-25% of site traffic coming from mobile (including tablets)
Run mobile banners and rich media mobile advertising
Rate their mobile advertising offering as good/neutral
Say they are making progress monetizing mobile inventory, could do better
MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a
mobile optimized site for tablet
Don’t have a mobile application for their site and no plans to introduce one
1-25% of site traffic coming from mobile (including tablets)
Run mobile banners and rich media mobile advertising
Rate their mobile advertising offering as good/neutral
Say they are making progress monetizing mobile inventory, could do better
MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a
mobile optimized site for tablet
Don’t have a mobile application for their site and no plans to introduce one
1-25% of site traffic coming from mobile (including tablets)
Run mobile banners and rich media mobile advertising
Rate their mobile advertising offering as good/neutral
Say they are making progress monetizing mobile inventory, could do better
PRODUCT OUTCOMES IN-IMAGE
PRODUCT OUTCOMES IN-IMAGE
PRODUCT OUTCOMES VIDEO LIGHTBOX
PRODUCT OUTCOMES VIDEO LIGHTBOX
MARKET TRENDS FROM ADVERTISING WEEK 2012
CROSS PLATFORM
STRATEGY
NATIVE ADS
CROSS PLATFORM
STRATEGY
Lightbox on Desktop
Lightbox on Phone
Lightbox on Tablet
CROSS PLATFORM
STRATEGY
AD
Twitter Example Vibrant Example
NATIVE ADS
CROSS-PLATFORM PRODUCTS All Vibrant products are currently being developed cross-platform.
THANK YOU!
QUESTIONS?