how should brands use mobile in 2016
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PowerPoint Presentation
ME
18 YEARS CLIENT & AGENCY
1 WIFE, 1 DAUGHTER, 2 CATS
DUBAI VIA LONDON, MANCHESTER & COPENHAGEN
ELLA
A FEW STATS
%AUG 2011JUN 2012APR 2013FEB 2014DEC 2014MOBILE PLAYS A HUGE ROLE IN VIDEO VIEWING% SHARE OF MOBILE VIDEO PLAYS
14X ESTIMATED MOBILE VIDEO TRAFFIC GROWTH 2014-18SOURCE: CISCO VISUAL NETWORKING INDEX 2014
SOURCE: GOOGLE MOBILE WORLD KSA70% OF SAUDIS PERFORM A SEARCH ON THEIR MOBILE AT LEAST ONCE PER DAY
SOURCE: GOOGLE MOBILE WORLD KSA
I AM CONSTANTLY CONNECTED, I ALWAYS WANT CONTENT TO FILL MY TIME.
I VERY MUCH PREFER BRANDS THAT HELP ME WITH INSTANT CONTENT GRATIFICATION.SAUDI WOMEN ARE SOME OF THE LEAST PATIENT IN THE WORLD! Source: Wave 8, KSA 2015, Females Arab and Nationals
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SOURCE:
SOURCE: EMARKETER REPORT
AD SPEND BY MEDIA %DAILY REACH %TVNEWSPAPERSRADIODIGITALMOBILE%BUT
46%41%
MORE THAN A THIRD OF THE TOP 100 WEBSITES IN UAE ARENT MOBILE OPTIMISED.HALF ARENT IN KSAANDSOURCE: EMARKETER REPORT
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2016 THE YEAR OF THE MOBILE
SO WAS 2015
& 2014
SO WERE 2013 & 2012
TODAYWHY WEVE NOT ALL MADE IT YETHOW WE DO BRANDS IN THE MOBILE ERA (NOW)THE FUTURE NOW (ISH!)
WHY WEVE NOT MADE IT (YET)ITS NOT EASY!
THE PACE OF MOBILE EVOLUTIONFRAGMENTED TECH & MEASUREMENTAPP Vs MOBILE WEBNON-MONETISED PLATFORMS
COMPLACENCY?HISTORY OF ADVERTISING IS A STRING OF ATTEMPTS TO REINCARNATE WHAT CAME BEFORE, BUT ON A NEW MEDIUM OR USING A NEW TECHNOLOGY
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INSANITY
DEFINITION OF INSANITY DOING THE SAME THINGS OVER AND OVER AND EXPECTING DIFFERENT RESULTS18
AS AN AFTER THOUGHTTHE MOST UBIQUITOUS CHANNEL IN HISTORY
BUT
THERE ARE PLENTY WHO DO, DO IT
Nike.What theyve always done
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Nike.What theyve always done
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WE DONT DO ADVERTISING ANYMORE. WE JUST DO USEFUL, COOL STUFF, IT SOUNDS A BIT W*NKY, BUT THATS JUST THE WAY IT IS.
WE NEED TO BECOME A CREDIBLE PART OF PEOPLES LIVES AND MOBILE ALLOWS US TO DO THAT.SOURCE: SIMON PESTRIDGE NIKE UK 2013
WHAT DO THEY DO?
REDEFINE THE WAY THEY APPROACH COMMUNICATION PLANNINGEVOLVE AS MARKETERS & BRANDS
Human firstMobile first
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REALLY UNDERSTAND THE VALUE EXCHANGE;IN A MOBILE CONTEXT
IntimateUrgencyUseful information now
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THEY UNDERSTAND WHY PEOPLE USE MOBILESOURCE: ARF Mobile Experiential LearningACCOMPLISHSOCIALISEPREPAREME TIME (MOMENTS TO FILL)DISCOVERSHOPSELF EXPRESS
In this moment users are managing their activities and lifestyle to gain a sense of accomplishment
Active interaction with other people
Active planning in order to be prepared for upcoming activities
Seeking relaxation and entertainment in order to indulge oneself or pass the time
Seeking news and information that open the mind to new things
Focusing on finding and purchasing a product or service
Expressing passions and views to others27
ACCOMPLISHSHOPDISCOVER
TIRES WTF?
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UNDERSTAND HOW & WHY PEOPLE USE MOBILE
MOBILE FIRST&MOBILE ONLYMULTI SCREENINGMULTISEQUENCECHANNEL HOPPINGTHEY UNDERSTAND HOW PEOPLE USE MOBILE
WEAVE TOGETHER CONTEXTS FOR WEB, MOBILE, SOCIAL & EVEN PHYSICALMEET THE (HUMAN) EXPERIENCE DESIGNER
EXPERIENCES EASY TO USE, UNDERSTAND AND ENJOY.
APPROACH PROBLEMS IN A VERY HUMAN CENTRIC WAY.
EVALUATE HUMAN BEHAVIOUR AND DEVELOP SOMETHING REALLY IMPACTFUL IN THEIR LIVES.
JOB IS TO WEAVE TOGETHER CONTEXTS FOR WEB, MOBILE & SOCIAL. & EVEN PHYSICAL
RELEVANT, SIMPLE & HUMAN
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MANUS IN MANOMUTUAL SUCCESS
THE FUTURE IS BUILT ON MORE INTELLIGENT & MEANINGFUL CONNECTIONS. MOBILE IS (GOING TO) PLAY A HUGE ROLE.
IT ADDS VALUE BY CONNECTING OUR VIRTUAL EXPERIENCE TO OUR REAL EXPERIENCEMOBILE IS INTEGRALSOURCE: TIM ALLEN RGA
A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENT DISTRIBUTION TARGETING & TECHNOLOGYINTEGRATIONSEARCHCONTENTDATAVALUE
A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNDATA
JUST FOR ME MOMENTS BASED ON EXACTLY HOW, WHERE AND WHEN I USE MY MOBILEDATA
[if !supportLists] [endif]Use data to dynamically personalize your message mass doesnt work on mobile, which is a more intimate experience for the user. This will automatically create relevancy.36
DATA
BEHAVIOURTIMEPLACECONTEXTPROGRAMMATIC
Mix Panel
Flurry
Countly37
A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENTDATA
BESPOKE ADAPTIVE NOT RESPONSIVEMOBILE FIRST CONTENT
WORK WITH MOBILE NATIVES
SOURCE:
IF YOUR PLANS DONT INCLUDE MOBILE VIDEO CONTENT YOUR PLANS ARENT FINISHEDSOURCE: WENDY CLARKE
A FRAMEWORK FOR MOBILE EXPERIENCE DESIGNCONTENT DISTRIBUTION TARGETING & TECHNOLOGYINTEGRATIONSEARCHCONTENTDATA
PROXIMITY, TECHNOLOGY & THE PATH TO PURCHASE
LONG DISTANCE
Consumer dataBehaviour PredictionMEDIUM DISTANCE
Geo-fencingWifi AnalyticsBehaviour PredictionSHORT DISTANCE
BeaconsWifiNFC
INTEGRATION: BOX OF WANG
INTEGRATION: BOX OF WANG
CROSS PLATFORM STORYTELLING
MOBILE SEARCHNEW MOBILE ONLY SEARCH ENGINESDIFFERENT NEED STATESOPTIMISED MOBILE EXPERIENCE IS VITALLOCATION LOCATION LOCATION
CONTENT DISTRIBUTION EXPERIENCES (ADVERTISING)PREMIUM DESIGN
97% MORE FIXATION 6X MORE ATTENTION PREMIUM EDITORIAL
3X EMOTIONAL RESONANCE72% LIFT IN AD RECALL 26% MORE POSITIVE EMOTIONAL RESONANCENATIVE EXPERIENCES
3X ATTENTION+55% EMOTIONAL RESONANCE+23% QUALITY BRAND PERCEPTIONGIVE A SH*T!SOURCE: YAHOO MENA NATIVE MOBILE SURVEY 2015
NO COMMENT
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8 OUT OF 10 TRUE VIEW ADS ARE SKIPPED
SOURCE: Google
MOUNTAIN DEW
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NOT REALLY ABOUT MOBILE AS SUCH
START WITH HUMAN BEHAVIOUR
SHOULDNT BE AN AFTER THOUGHTIN SUMMARY
THE FUTURE NOW?
1 TRILLION CONNECTED PRODUCTS BY 2020IOT & 5G
HYPER SPEED 5G MOBILE
THANK YOU
@JMCPH13
(WE MADE IT!)
ELLA-YOUTUBE-FINALJustin MlynarskiJustin Mlynarski's Album2015Blues39679.92