millennial media stephen jenkins
TRANSCRIPT
Shopping Basket in One Hand Smartphone in the Other
Stephen Jenkins Vice President Marketing, EMEA [email protected] / @millennialmedia
People move
(your adver+sing should too)
Between screens, places, and moments
Mobile connects moments As we move, advertising experiences should be native to our devices, platforms and moments. They should move with us.
150X People check their phone 150X per day. Every 6 ½ min.
Source: Business Insider, Inc., June 2013, IDC Market Research
By 2017 data generated
from mobile would be
enough to fill 350 million
32 GB iPads
45X estimated increase in data volumes between 2009 and 2020 • Mobile is playing a large part in driving this explosion in data • Millennial Media is uniquely posiFoned to derive value for adverFsers
Source: Millennia
l Media 2013
Redefining what advertising can be and what it can deliver
Breakthrough CreaFve
Pinpointed Audiences
Measured Results
Pinpoint your audience Map audience relevance with real-time and historical location.
250b data points
CONTENT
DEVICE
DEMOGRAPHICS
SOCIAL
LOCATION
THIRD-PARTY DATA PROVIDERS
1:00pm
9:00am
10:00am
5:00pm
6:00pm
Mobile tells a story about consumers
It’s more than measurable, it’s mappable.
Reach consumers based on real-world actions
Fashionistas • Shopping at retail
apparel & department stores
• Interacting with fashion & style content
• Browsing fashion & style editorial, news, tips & scoop
TIME
ENTERS AUDIENCE
Mobile Graph Interest Graph Social Graph Location Graph
AC
TIVITY
LEAVES AUDIENCE
Take Advantage of Your Data • Nurture leads you’ve already
invested in
• Reach high-value prospects
• Eliminate wasted ad impressions
Leveraging CRM Data with Mobile Use your customer contact list by matching your existing contacts to user profiles on the Millennial Media platform
Redefining what advertising can be and what it can deliver
Breakthrough CreaFve
Pinpointed Audiences
Measured Results
Mobile allows advertisers to engage with consumers like no other medium.
Breakthrough Creative
Let consumers touch your brand
Start a conversation. Talk more.
Storytelling on their most intimate device
Redefining what advertising can be and what it can deliver
Breakthrough CreaFve
Pinpointed Audiences
Measured Results
Ensure your business goals are met
ACQUISITION
AWARENESS
CONSIDERATION
• Lead capture • Registrations
• Engagements • Video views
• Site traffic
Accelerating campaign success
Creative focused on brand
awareness
Engage Audiences
Retarget Creative
focused on data capture
Card Application
Form Acquisition
Continuous Process
1
2
Drive meaningful messages to consumers based on their participation with previous campaigns and application downloads
“The growth in mobile ad spend requires sound measurement and
reliable methodologies to understand ad effectiveness.”
- Every CMO ever
Measured Results
Find correlation between mobile and in-store visits
Mobile impact beyond clicks
Gain insight into offline demos of your customer base
See more locations of interest to your consumers
Door Open Rate
Register Ring Rate
Screen Jump Rate
Brand Lift Rate
New Products Product Purchase Rate, Cross-Screen Attribution,
and more
2014
Summary
Move With Mobile
1. Confirm campaign objectives/business goals
2. Establish specific target audiences & ascertain how best to reach them
3. Agree creative direction & align to targeting strategy to deliver on campaign goals
4. Integrate with broader media plan/executions where relevant
5. Stringently measure performance based on original goals, optimising to best possible results
Tips to kick-off your mobile strategy
We help the world’s top brands succeed in mobile
More than
60,000 Apps
Approximately
9,000 Devices
More than
650M Monthly unique worldwide users
With our leading mobile-first technology, we are focused on delivering campaigns at scale with expertise.
52M Cross-Screen Users
Alone
