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Framework to change current media planning construct to one that is mobile led. A platform for all campaigns. A platform that reduce cost and increases returns by making all media transactional. This includes part two which was not shown at the event due to time. It also includes a few additional slides in the first section. The BIG Session On Mobile - “If mobile is the remote control to our lives, why can't we hit fast forward?” Welcome to the BIG session on Mobile; a topic that is literally at the tip of our fingers every single minute. Mobile drives our interactions and decisions with media as well as with people almost every moment of the day (and night). The business is growing, but maybe not at the pace every pundit would expect, so in this interactive session we will uncover the answers to your burning questions about mobile. What innovation is required for mobile to meet expectations as a marketing medium? What are the key innovations that are taking hold and what's not working so far? In this session, you hold the remote by contributing to the conversation in real time with the integration of "Poll The Web". Gene Keenan, Founder of the Collective Factory will be our featured keynote speaker and he will lead an interactive Q&A session with your real-time feedback featuring our panel of experts from across the web. The Collective FactoryFounder, Gene Keenan Vungle Founder and CEO, Zain Jaffer App Savvy’s SVP of Sales, David Lavine Global VP of Innovations at Mojiva, Jack Hallahan Chief Vision Officer of 26DotTwo, Chris Beck Yahoo’s VP of Sales, Patrick Alban Fetch, Guillame Lelait
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LIGHT UP ALL OF YOUR MEDIA WITH MOBILE
Monday, May 20, 13
TCF
Mobile as
Platform > Mobile as
Channel
THESIS
Mobile media, mobile marketingMonday, May 20, 13
3
THE CURRENT PLANNING PROCESS IS ANTIQUATED LIKE THIS MODEL T:IT WORKS... BUT IT’S NOT VERY EFFICIENT
Monday, May 20, 13
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TYPICAL PLANNING PROCESS
4
The typical planning process has the consumer in the center. You would then determine which media channels that consumer spends time in.
CONSUMER SURROUNDED BY MEDIA CHANNELS
On-Product Direct Mail
In-Store
EventRadio
OOH
Phone
Computer
Tablet
TV
THIS SOUNDS IDEAL RIGHT?
Mobile media, mobile marketingMonday, May 20, 13
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IT’S NOT. HERE IS WHY:This process was developed when media was static.
It was developed before everyone had a connected device on them 24 hours a day.
Mobile media, mobile marketingMonday, May 20, 13
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THE PHONE IS THE USERTHE USER IS THE PHONE
LINNKING ALL MEDIA IN REAL TIME
Monday, May 20, 13
TCF
MOBILE AS CHANNEL | BROKEN CONNECTIONS
7
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
When mobile is planned as a channel you wind up with disconnected media experiences. Plans that don’t provide for transactional experiences
Mobile media, mobile marketingMonday, May 20, 13
TCF8
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
Radio
Print In-Store
MOBILEPERMANENT
CONNECTION
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
When mobile is used as a platform all of your media becomes transactional, social, and contextual based on location, user, time, etc.
MOBILE AS PLATFORM | CONTINUOUS CONNECTIONS
Mobile media, mobile marketingMonday, May 20, 13
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BUT WHY WILL A MOBILE LED OMNI-CHANNEL FRAMEWORK BE BETTER?
Monday, May 20, 13
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On-Product
Direct Mail
In-Store
Event
Radio
OOH
TV
BECAUSE WE ALL INTERACT WITH MEDIA DIFFERENTLY
How media impacts the user changes dramatically depending on the connected device the user has
A OOH placement for example can gain contextual relevance if interacted with a connected device
Monday, May 20, 13
TCF
... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATION
desktops tablets phones
Mobile media, mobile marketingMonday, May 20, 13
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WHAT IS THE ADVANTAGE OF THIS FRAMEWORK?
TO “CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFORE YOU...”Monday, May 20, 13
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OMNI-CHANNEL IMPLEMENTATIONS = MORE MONEY = WINNING!
AUDIENCE SIZE CAN INCREASE BY +135%CONSUMER DROP OFF CAN IMPROVE BY +20%
OVERALL CONVERSIONS CAN INCREASE BY +19%Source: Insight Express Mobility Study (blinded)
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THE BASIC FRAMEWORK FOR SUCCESS
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ONLINE
TV
EVENT
IN-STORE
RADIO
OOH
PRODUCT
DM
TIME/LOCATION
EMOTIONAL
COGNITIVE
The Brand•Data the brand knows about the user•Third party intelligence•User personas
Media Type
User:•Time/Location•Device Type/Cognitive•Emotional
USER
ELEMENTS THAT AFFECT CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +ELEMENTS THAT AFFECT CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +
THE MEDIA, BRAND AND CONSUMER UNIVERSE
THE CONNECTED DEVICE = THE USERThe king pin from which everything pivots:TRANSACTIONAL, SOCIAL, PERMA CONNECTION
BRAND
Mobile media, mobile marketingMonday, May 20, 13
TCF
DECONSTRUCTING THE MODEL - THE USER
The current psychological state of user. Based on not only the individual (current, past stress, desires and needs) but how they are effected by location and cognitive abilities
What the phone knows:Where the user is. What media they are looking at. The temperature, time of day, etc.
How the user processes information (device differences)
very addressable
very addressable
addressable
These three things help to formulate intent. This intent is leveraged by the brand:TRANSACTION, SOCIAL
Mobile media, mobile marketingMonday, May 20, 13
TCF
DECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE USER
ONLINE
TV
EVENT
IN-STORE
RADIO
OOH
PRODUCT
DM
TIME/SPACE
EMOTIONAL
COGNITIVE
Media Channels
TIME - LOCATION - EMOTIONAL - COGNITIVE•Media Channel impacts:•The device you use and the content you consume
•Media Channel + Place impacts:•Cognitive (device type) - Emotion - Content
•Media Channel + Time impacts:•Content
•Media Channel + Connected Device impacts:•Connections to other media channels (Brand) via the connected device.
IMPLICATION: Media regardless of channel can no longer be thought of as static
Mobile media, mobile marketingMonday, May 20, 13
TCF
THE BRAND - DATA THE BRAND KNOWS•Sales•Behavioral•Lifestyle•Attitude•Preferences
•Third party (e.g. research or DSP)
DECONSTRUCTING THE MODEL - THE BRAND
Mobile media, mobile marketingMonday, May 20, 13
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THE COLLECTIVE FACTORY
@august_west
APRIL 22, 2013
Mobile media, mobile marketingMonday, May 20, 13
THAT’S IT.
FOR NOW
CONTACT:Gene [email protected]
http://www.thecollectivefactory.com
Monday, May 20, 13
