BUSINESS CASE

1

As pessoas esto se desconectando de suas TVs.

with so many people disconnecting from their TVs due to the freedom they feel from being able to watch video at a time and place of their choosing, advertising on mobile devices has become a key marketing strategies for a number of brands.2

42% dos brasileiros* usurios de smartphones, assistem vdeos em seus aparelhos diariamente.Fonte: Google Consumer Barometer (2015)

Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.

Video mobile cresce mais rapido que nunca. No segundo trimestre de 2015 vs 2014, o aumento foi de 529%*

Fonte: TubeMogul Q2 2015 Quarterly Updte: Brazil (2015)

Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.Mobile Video is growing faster than all other digital advertising formatsVideo ads on smartphones help capture the consumer's attentionFor companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.

Anncios no formato de vdeo, ajudam a capturar a ateno do consumidor.

For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense.Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.

vamos a ver rapidamente dos casos de estudio, en donde vamos a ver como las marcas pueden utilizar video en mobile de diferentes maneras.

el primero es el mas tradicional, video in-stream, particularmente pre-roll6

Objetivos:- Awareness da marca Nike Futbol dentro do target de audincia- Promover a instalao de seus aplicativos mobileBRIEFING DA CAMPANHA

Esto es un business case de Nike Argentina.

Nike built an app for football fans to encourage them to play more, giving the users tools to arrange matches, join a game nearby, start a game with friends, and get the latest Nike product before anyone else.

esta campaa de video era especial ya que era de brandformance donde no solo se buscaba generar awereness de marca sino generar instalacione luego del click. Logan developed a strategy that focused not only on reaching the right audience but keeping a close eye on view-through-rates and post-click activity.7

SEGMENTAO HUMANAHomens entre 18 e 40 anos

MillenialsSports EnthusiastsAficionados por futebolNike runnersSEGMENTAO TECNOLGICA Geo targeting (Argentina)Conexo: somente wi-fiSistema operacional: Android e IOSHorrios da campanha: momentos de lazerRETARGETINGPessoas que interagiram com campanhas anteriores, relacionadas a esportes e futebol.ESTRATGIA DA CAMPANHA

Human group segmentationse establecio estos clusters en base el briefing de nike, en una primera fase la segmentacin demogrfica, acotando a hombres de 18 a 40 aos. En una segunda instancia se trabaj con los clusters de audiencia de Logan formados a partir del estudio de uso de apps de cada usuario, historial de navegacin.

La segmentacin tecnologica incluy el territorio argentino, incluyendo slo usuarios en conexin wi-fi para asegurar una correcta reproduccin del video. Solo usuarios de iOS y Android ya que la app solo esta disponible para ellos, y por ultimo se segmentaron los momentos del da dedicados al esparcimiento (fines de semana y L-V 18 a 22). Durante el prime time se registran los picos de consumo de video mobile.

Como ultima etapa se hizo una campaa de retargeting para alcanzar a usuarios que hayan interactuado con campaas de productos afines a la marca.8

IMPLEMENTAO DA CAMPANHA

VIDEO PRE-ROLL

Este formato e utilizado em vdeo players dentro do nosso Media Club (em Apps e sites responsivos) e o anuncio aparece antes da visualizao do contedo escolhido.

Nike queria correr un anuncio de 60, una longitud que duplica la longitud recomendable en mobile (20-30). El formato seleccionado fue preroll ya que para este tipo de longitud suele tener tasas mas altas de View-through-rate y engagement.

A pesar de la longitud del video los resultados fueron muy buenos9

60 tamanho do vdeo47% rete de full view9% CTRRESULTADOS DA CAMPANHA

por que fueron tan buenas la metricas, tanto ctr como complete views son el resultado de la combinacion de: seleccionar la audiencia correcta con el contenido relevante para ella y lo sexy que es la marca. Otra cuestion importante que ayudo a mejorar las metricas es la segmentacion solo por Wi-Fi, evitando problemas de conectividad de las redes 3G argentinas.

se lograron rendimientos similares a lo de videos mucho mas cortos (20-30) y un CTR superior a la media de la industria.

buena tasa de instalacion pero no podemos revelar los datos concretos.

RELEVANT CONTENT: it is critical to create and deploy content that captures the attention of the consumer right away and encourages them to sit and watch a video ad through the end.Tablet and smartphone users generally have a shorter attention span than consumers who rely on TV to watch content.Users have greater control over their decision to watch a video ad or not. If they don't find the content to be engaging, they can simply click away from it and a potential sales opportunity can be lost forever10

video no es solo pre-roll, tambien podemos enriquecer la experiencia del usuario dentro en un banner de alto impacto.11

Objetivos:- Promover / divulgar o menu da Subway durante o horrio do almoo no centro de Buenos Aires- Levar fluxo para as lojas

BRIEFING DA CAMPANHA

Subway is one of the main food chains in Argentina, they wanted to reach people on the rush during lunch hours in Buenos Aires downtown. Mobile brinda una solucion unica para impactar este tipo de consumidores.12

SEGMENTAO HUMANAHomens e mulheres entre 18 e 40 anosSEGMENTAO TECNOLGICA Geo targeting: Centro de Buenos AiresGeo fencing: ate 500 metros de distancia das lojas SubwayHorrios da campanha: segunda a sexta, horrio de almoo RETARGETINGPessoas que interagiram com campanhas anteriores, relacionadas fast food e cadeias de restaurantes.ESTRATGIA DA CAMPANHA

En cuanto a grupos humanos solo se segmento por la variable demogrfica ya que la audiencia es muy amplia. Lo mas importante de esta campaa fue la segmentacion tecnica, en especial el geofencing a 500m de cada tienda de subway y el dayparting durante el horario del almuerzo.

Tambien hubo una campaa de retargeting donde se volvio a impactar a usuarios que han interactuado con productos de fast food.13

IMPLEMENTAO DA CAMPANHA

VIDEO RICH MEDIA

-vdeo de 15-link para salvar o menu na galeria de imagens do telefone-click to map para levar ate a loja mais prxima-boto para compartilhar em redes sociais

The rich media banner was built on HTML5, leveraging mobile-centric capabilities such as GPS and touchscreen to showcase Subway products and drive foot traffic to the store.

Logan built a rich media interstitial that included a video to tempt users on the go and enriched the experience with the option to browse the menu, share it over social media and get directions to the closest store.

Tip: Integrating social media into video marketing strategiesSmartphone users share content at a surprisingly high rateMillions of people use social media on a daily basis, and the sharing of information is one of the primary activities14

67% complete views

47% interaction rate

18 de visualizao media do anuncio.

19% de compartilhamento em redes sociais

RESULTADOS DA CAMPANHA

Utilizao de contedos relevantes. Escolha adequada do tamanho (tempo).Integrao de mdias sociais nas estratgias de vdeo marketing.Alavancar a campanha usando as ferramentas permitidas pelo mobile.

MARCO SCABIAmscabia@loganmedia.mobiPara mais cases e informaes sobre campanhas, formatos e estratgias mobile, baixem o aplicativo LOGAN APP