building brands online: mobile - iab australia · building brands online: mobile 29 minutes a day...
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Building brands online: Mobile
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Quantifying the brand building opportunity...
Building brands online: Mobile
29minutes a day
InMobi/Decision Fuel:Mobile Media Consumption. Oct ’12
100minutes a day
InMobi/Decision Fuel:Mobile Media Consumption. Oct ’12
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...which will only get bigger!
of global internet traffic by ’14 will
be mobile Source: Business Insider | StatCounter
25%
Building brands online: Mobile
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Typical daytime device usage...
Source: InMobi | Mobext Australia 2012. n=632
Contrary to popular belief, the working day is no longer dominated by the desk and laptop.
1am! 2am! 3am! 4am! 5am! 6am! 7am! 8am! 9am! 10am! 11am! 12pm! 1pm! 2pm! 3pm! 4pm! 5pm! 6pm! 7pm! 8pm! 9pm! 10pm! 11pm! 12am!
Smartphones! Tablets!
Typical daytime device usage.
Building brands online: Mobile
Contrary to popular belief, the working day is no longer dominated by the desk/laptop.
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New opportunities for brands to reach consumers out of home.
0! 1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17! 18! 19! 20! 21! 22! 23!
Consumer Usage - By Hour!
Total!
Building brands online: Mobile
Morn
ing
com
mute
Evenin
g
com
mute
Consumer usage by hour
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Our mobile media consumption behaviour.
Wave 1: March 2012
In the bedroomWatching TV While shopping CommutingWaiting for something
12% 22%46% 43%51%
86% 64%76%66% 46%Wave 2: Oct 2012
Building brands online: Mobile
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Ad sizes.
Building brands online: Mobile
Smartphones• 320x50 banner
• 320x480 Interstitial
• 300x250 MREC
Tablets• 728x90 banner
• 320x50 banner
• 300x250 MREC
• 768x1024 Interstitial
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Ad formats.
Building brands online: Mobile
Expandable(1-piece)
Click-to-Rich(2-piece)
X
A
Interstitial(1-piece)
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• Rich media key to engaging, immersive brand experiences
• Significantly more positive opinion to interactive ads
• Permits a deeper brand-to-consumer conversation...
• ...which leads to a longer dwell time (31% more)
Interactivity is key to success.
54% Positive
VS
INTERACTIVESTATIC
27% Positive
IAB Tablet Study 2012
Static Interactive
DWELL TIMEDwellTime
Building brands online: Mobile
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Smartphone Click-to-Rich: BBC Radio 1.
Building brands online: Mobile
• Experience the brand as it’s intended
• Compelling functionality that acts as a driver, not a barrier
• Love your audience, make them feel special
• Simple, fun and social
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Smartphone Click-to-Rich: Levi’s curve I.D.
Building brands online: Mobile
• Tackles perception that some brands “never fit”
• Easy 3-step process to determine your jean
• Not being overwhelmed by choice
• Personal, like the device
• It’s fun and shareable
• Works through the funnel, connects the dots
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Smartphone Interstitial: Unilever Axe.
Building brands online: Mobile
• Concise and contained brand message
• Not dissimilar to a 15s TVC
• Good use of canvas and rich media
• Strong CTA
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Tablet Expandable: John Lewis.
Building brands online: Mobile
• Absorbing take on an online homewares catalogue
• Aspirational lifestyle brand
• Good reflection of device usage
• Permits personal choice
• Incorporates (expected) utility
• Works through the funnel, connects the dots
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Tablet Click-to-Rich: Bloomberg.
Building brands online: Mobile
• Positions brand as ‘in the moment’ business and stock market specialists
• Utilises live feed to enhance the experience
• Provides a genuine brand experience as an ‘app simulator’
• Works through the funnel, connects the dots
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Video: Hotel Transylvania.
Building brands online: Mobile
• In-banner video
• Immersive brand experience
• Film trailer front and central
• Gaming and social functionality akin to device usage
• Numerous other video options including tablet and smartphone pre-roll, interactive pre-roll
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Reporting on brand engagement.
Measurement• Real-time
insights
• Broad range of metrics
• Custom actions
• Calls to action
• Multiple video metrics
Building brands online: Mobile
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Impact on traditional brand metrics.
0
5
10
15
20
Aided brand awareness Ad awareness Message association Brand favourabilitiy Purchase intent
4.73.9
12.1
19.9
5.9
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011. Campaigns - N=165, Respondents - N=125,471
The average mobile campaign impacts on all 5 traditional brand metrics - and exceeds that of early online and early video ads.
% uplift (exposed - control)
Building brands online: Mobile
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Influence on the purchase funnel.
Wave 1: March 2012
Helped me find something nearby
Introduce me to something new
Provided me with a better option
In-storepurchase
Reconsidered a product
17% 10%24% 12%34% 8%
Purchaseon mobile
42% 40%68%65% 58% 32%Wave 2: Oct 2012
Building brands online: Mobile
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IAB mobile rising stars.
Next generation of mobile brand advertising.
Building brands online: Mobile
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7 points to ponder over your lunch.
1. Tablets and smartphones can both help build brands - use differently
2. Shift traditional brand building $’s into mobile, not ‘existing’ digital
3. Mobile devices can help build a brand and convert at the same time
4. Permit creative to reflect the personal nature of the device
5. Use rich media, but keep it simple
6. Make ads playful, the devices are after all!
7. Provide utility where appropriate
Building brands online: Mobile