Download - Mobile Creativity & The C-suite
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Why getting mobile right is so important
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Daily screen share each day
52%27%
21%mobile
computer
TV
Showing the importance of mobile as an advertising space
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The Top 1%
40%29%
28%laptopdesktop
mobile
Mobile is the second most important device for going online, after laptops
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Mobile vs. PCs – Activities of the Top 1%
69%54%
41%
66%51%
38%
Used instant messaging
service / app
Use service to make calls over the internet
Used an online TV/ film subscription
MobilePC/laptop
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Effectiveness of mobile v. other digital ads
mobile is still in it’s infancy and there isn’t lots of ad clutter
2-4%MORE EFFECTIVE
AT DELIVERING AT ANY POINT ALONG THE PURCHASE FUNNEL
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Good creative is imperative
Whilst targeting and context are also important for a successful campaign, it cannot mitigate the affects bad creative
BAD MOBILE CREATIVE HAS A NEGATIVE IMPACT ON THE
BRAND-1
1
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What factors create the best mobile ideas?
1. HAS A CLEAR GOAL IN MIND.2. COMES FROM A HUMAN TRUTH.
SOCIAL WORTH + HUMAN EMOTION 3. HAS CROSS MEDIA SUPPORT.
*** out takes from MMAs SMARTIE Awards
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Case Study – Heineken’s @WhereNext
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Guide to great mobile creative
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So our content needs to be short, sharp and snack-able
8s2015
12s 2000
Concentration has dropped 45% in 5 years
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‘Thumb-stopping’ moments
@thebodycoachhttps://www.instagram.com/
thebodycoach/
@shieldfivehttps://www.instagram.com/
shieldfive/
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The first 10 seconds are important
**Facebook & Neilson data
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Working without sound
Don’t make sound essential to the story
click here for YouTube video
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You don’t need to say everything
Doesn’t have to be a work of art, has to be easy to understand, and practical
Aim to have no more than 3 button functions per page
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Take time first to consider the format
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Never underestimate the power of touch
Skittles Touch the RainbowClick here for YouTube video
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It takes more to be ‘Relevant’ with mobile
Real Time Right Place Useful Interesting
+ +
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A great example of relevance
NFL & Google’s The GiferatorClick here for YouTube video
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What does this mean for the business elite
& businesses?
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The C-suite are people too
Well designed creative is a ubiquitous need – no matter who you are
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The tech born CEO
who live and breathe tech, and will judge others by their own standards
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High expectations with user experience
there is a very high level of expectation in terms of functionality and service
expectation
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Take outs
• Mobile creative should not be an afterthought• C-suite expectation levels are high, so we can’t lose
them due to poor mobile creative • The Top 1% spend a lot of time on mobile, so we
cannot miss the opportunity • Consider how we can make the experience as
contextually relevant as possible • Creating Thumb-Stopping moments in the first 3-10
seconds• Consider that there is automatically no sound on
social