mobile strategy trends by mark whistler - incisive create mobile strategy

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THE LEADING IN-CONTENT ADVERTISING PLATFORM THAT GETS YOUR BRAND DISCOVERED

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Mobile strategy trends by Mark Whistler for Incisive Create

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Page 1: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

THE LEADING IN-CONTENT ADVERTISING PLATFORM THAT GETS YOUR BRAND DISCOVERED

Page 2: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

Partners since June 2005, one of the longest running

partnerships for Vibrant UK

Have worked with Vibrant on In-Text, In-Image and Display

Across a range of sites: accountancyage.com, bjp-

online.com, computeractive.co.uk, financialdirector.co.uk,

ifaonline.co.uk, investmentweek.co.uk, yourmortgage.co.uk

Page 3: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

GOING MOBILE TRENDS IN OUR MARKET PRODUCT R&D

Page 4: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

TRENDS IN OUR MARKET PLACE

Page 5: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

INCREASE

IN MOBILE

TRAFFIC

ACROSS

PARTNER

SITES

Page 6: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

ADOPTION

OF NEW

DEVICES

Page 8: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

INCREASE IN MOBILE

NEED FROM

ADVERTISERS

Page 9: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

CROSS PLATFORM -

BEYOND FLASH

Page 10: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

RESPONSIVE

DESIGN

AT THE HEART

Page 11: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT RESEARCH & DEVELOPMENT

Page 12: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

WHAT DO VIBRANT ACTUALLY DO?

WE MAKE BRANDS DISCOVERABLE.

Page 13: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

KEY DISCOVERY MOMENTS THE INTERNET IS FULL OF POTENTIAL KEY DISCOVERY MOMENTS

INITIAL STIMULUS

PURCHASE INTENT

Page 15: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?

Busy mum looking for meal

ideas

Searches for recipes online

Capitalize On Key

Discovery Moments Chicken

Page 16: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?

In the supermarket looking

up ingredients for that recipe

Searches for the recipes

Capitalize On Key

Discovery Moments Chicken

Page 17: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

WE HAVE 100%

VIEWABILITY

Products In The

Content Well

IN-CONTENT ADVERTISING TO DRIVE MOBILE

Page 18: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

MOBILE

REAL ESTATE

Page 19: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

DEVELOPING

FOR YOUR

REAL ESTATE

Page 20: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT DEVELOPMENT

Users

Advertisers

Publishers

Page 21: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

USER TESTING

Page 22: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

KPIs for mobile success –

engagement, awareness, conversions, visits

Most valuable targeting – content, geographic, demographic

In comparison to other formats, mobile banner advertising

was:

Less effectiveness than video

Equally as effective to rich media

More effective than mobile search Equally as effective as social media

MOBILE PRODUCT COUNCIL AGENCY FEEDBACK

Page 23: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

Page 24: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

Page 25: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

Page 26: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT OUTCOMES IN-IMAGE

Page 27: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT OUTCOMES IN-IMAGE

Page 28: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT OUTCOMES VIDEO LIGHTBOX

Page 29: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

PRODUCT OUTCOMES VIDEO LIGHTBOX

Page 30: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

MARKET TRENDS FROM ADVERTISING WEEK 2012

CROSS PLATFORM

STRATEGY

NATIVE ADS

Page 31: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

CROSS PLATFORM

STRATEGY

Page 32: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

Lightbox on Desktop

Lightbox on Phone

Lightbox on Tablet

CROSS PLATFORM

STRATEGY

Page 33: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

AD

Twitter Example Vibrant Example

NATIVE ADS

Page 34: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

CROSS-PLATFORM PRODUCTS All Vibrant products are currently being developed cross-platform.

Page 35: Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy

THANK YOU!

QUESTIONS?