neil halpin google - mml 2013
TRANSCRIPT
Creating Brand Love with Mobile
Neil HalpinStrategy Consultant for MobileNorthern & Central EuropeGoogle
Brands have the opportunity to engage with users in a more meaningful way than ever before
Just adding Mobile is key to creating brand love
Be visible and findable to your most valuable audience
Reach your key demographic using our audience data & targeting options
Broadcast your message to users who want to see it via video on mobile and tablet
Express your brand in compelling ways
Create deeper connections with your audienceusing the unique features of mobile and tablets
Provide engaging, memorable experienceswith interactive and custom-built interstitial ads
Just add Mobile to make people fall in love with your brand
Be visible and findable to your most
valuable audience
Uti
lity
18%
Be visible and findable to your most valuable audience
On mobile, users spend the majority of their time in apps
Apps installed
on average
Gam
es
Face
book
32%
Gaming and social networks control most of users’ time in apps
Time spent on iOS and Android connected devices
80%of mobile time is
spent in apps
Source: http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It
browser
apps
8%
Ente
rtai
nmen
t
8
%O
ther
6%
Soci
al N
etw
orki
ng
6%
Prod
ucti
vity
2%
Find your target audience by effectively using multiple levers across mobile apps
Device, OS, Carrier
Interest Categories& Topics
Demographic LocationN
EWS
ART
MU
SIC SPO
RTS
Be visible and findable to your most valuable audience
Express your brand in
compellingways
Leverage the unique features of mobile and tablet to create deeper connections with your users
has a voice and can speak
speaker
is location- enabled and knows where
you areGPS
has ears and can listen microphone
has eyes and can see
camera
has skin and can feel
touch screen
Express Your Brand in Compelling Ways
Audi develops car configurator & multimedia ad to demonstrate the cool and slick design of their new A3
360 ViewConfigure your favourite car
Share with friends
MultimediaA video playlist streamed
from YouTube lets you view interior and exterior design
Book a test drive Request a quote and book a test drive from the dealer
closest to you
Express Your Brand in Compelling Ways
about 20% interaction rate
Average play time with the ad 30 seconds
13,000 incremental video views on YouTube
$0.07 costper unique user interaction
Fujitsu uses rich media to develop a made-for-mobile site-like ad, designed to fit the screen perfectly
Express Your Brand in Compelling Ways
On average, users spent over
70
seconds engaging with
the ad
15m ad
impressions
100kvisits to content
10%of users
interacted with the ad
Express Your Brand in Compelling Ways
Estee Lauder promotes new product using GPS driving footfall to Boots
Express Your Brand in Compelling Ways
Campaign targetedyoung men in London
10% clicked to get the voucher
90% used the map to navigate to the retailer
Express Your Brand in Compelling Ways
Experiment with endless creative possibilities: imagination is the only limit!
Customized HTML5 ads are the perfect format for an exclusive, engaging and best in class brand experience
Offer userschoice in the way they engage with your brand using multiple touch
points
Serve as an interstitial ad
or with aclick banner
Express Your Brand in Compelling Ways
Easily and quickly create interactive brand experiences with Google Rich Media Design Templates
Rich Media Design templates
offer new waysto connect and
interact with your audience
Think beyond the last impression and focus on active
engagement
Express Your Brand in Compelling Ways
Use template interstitials to stand out of the crowd
Highlight your brand while
users open up an app
Occupy the fullreal estate of
the screen to ensure that every user sees the full
message
Include your video in the
interstitial or animate to attract
attention
Let HTML5 banner ads tell your brand’s story
Use them as standalones or as springboards to the full page ad
With multiple calls-to-action in a banner, each click brings the user closer to your brand experience (video, web, rich media, app, etc)
Express Your Brand in Compelling Ways
Mobile is a great platform for effective branding campaigns
Campaign Effectiveness Brand Metric DeltasMobile vs. Online (2007–2012)
Conclusion & Next Steps
Source: Insight Express. Based on 230 mobile campaigns and 1300 online campaigns.
Next steps
Ask your Google sales rep about Google’s creative services offer for mobile custom builds
Add the branded video format to your next YouTube campaign
Review available rich media design formats and test what works best for you
Conclusion & Next Steps