#BORNMobile @AdU by #ThinkLA

Laura Schneider

Mobile Manager

OMD | Airwave

Ben Abt • Studied Advertising @ The University of Missouri’s

School of Journalism (Best in the World)

• 6+ years of Agency Experience “Lifer”

• Pepsi, Visa, Apple, Hilton, Activision, HTC, HP,

CBS, The CW, Nordstrom, Disney, Showtime,

Levi’s, WB, Walgreens, eHarmony, GE, etc.

Mobile Marketing Association, 2012

Mobile Adoption Rate Snapshot

5.1 Billon

Mobile

Devices 4.2 Billion

Toothbrushes

Mobile Marketing Association, 2012

Unprecedented Growth

Time it took to reach an Audience of

50 Million

35yrs. 13yrs. 5yrs. 2.5yrs. 1.5yrs.

We are just beginning to see what is

possible…

The Old “Day in Life”

The New “Day in life”

Mobile Permanently Changing Daily Habits

6% 9%

40%

22% 23%

29%

11%

43%

16%

1%

Print Radio TV Internet Mobile/Tablet

% of time spent in Media % of Ad spending

Time Spent vs. Ad Spend per Media

But Why Hasn’t The Industry Caught Up?

Mobile is an Entire Delivery Platform

The Mobile

Ecosystem

OOH

PRINT

TV/RADIO

INTERNET/

ECOMMERCE

Mobile Bridges All Mass Mediums

Apps

Ad Networks

Audiences

Premium

Mobile Lives Across A Variety of Sites & Networks

Mobile Targeting is Advancing

Mobile Devices Have Different Roles

Utility, location, quick research, short content

snacking, casual gaming,

mobile payments

Entertainment, leisure, heavy-browsing,

shopping

Smartphones:

A Constant

Companion

Tablets:

A Recreational

Utility

vs.

94M average time

spent

72M average time

spent

Mobile Web Apps

Snack vs. Main Course Snack vs. Main Course

Mobile Web Apps

Device agnostic Fragmented by OS and

Device

Creative limitations due to

ubiquity

Enhanced creative

capabilities, ability to tap into

native device functions

(swipe, accelerometer, etc.)

Ease of discoverability via

mobile search

Discoverability issues due to

fragmentation, but a

download lives n consumers

devices

Shorter time spent –

consumers are direct, to the

point, in and out

Looking to spend time – play

games, read content, watch

videos, socially connect and

engage

Once you have the user’s attention, it’s important to

ensure the content you have after the click is engaging

Short-form Mobile Video

Hot or Not Mobile Ad Formats

How can I target my audience

through mobile?

How does this fit into my plan strategically?

What unique value can

mobile bring to the campaign?

How does my target audience use

mobile? What activities are

prevalent amongst this group?

What mobile destinations do they

frequent?

Is mobile the right platform to

deliver my message? How can

I tailor the message so that it’s

relevant in mobile? Should I

focus on handheld, tablet, or

both?

What can mobile do

for the campaign that

no other medium

can? Can mobile

complement another

medium?

Developing a Mobile Strategy – 3 quick questions

Mobile Basics

Connecting with

Consumers on-

the-go

Continue the

Conversation

Handset & tablet

optimized

destinations

Banners

Interstitials

Using location-

aware

opportunities

Driving consumers

in-store

Enhancing

relevancy

Mobile CRM

Passbook

Opportunities

Enhancing in-store

experiences

Long Term Branding in Mobile

Holistic Approach to What’s Next

2020s

FIRST People Used to Dance @ Concerts

NOW They Video / Check-in / Share / Tweet / Instagram

straight from their mobile

devices

NEXT hands free “wearables” to Video /

Check-in / Share / Tweet /

Instagram from Glasswear -

powered by their mobile

devices