Desktop & Mobile

How to build a winning strategy

M U L T I - P L A T F O R M S T R A T E G Y

3 to 27 times per hour

Users switch between devices as much as

27 times per hour*. Maintain continuous

engagement with retargeting.

*IAB retargeting webinar 2016

P E A K D A Y P A R T S A C R O S S D E V I C E S *

*comScore 2016 ‘Global Digital Future In Focus Report

Daytime

10am – 5pm

Prime

8pm – 12am

Early Morning

7am - 10am

C O N S I S T E N C Y I S K E Y

Message

• Consistency of brand

narrative, utilising data

insights throughout.

Tracking

• People-centric identification

technologies to serve the

‘device hopping’ generation.

Media Spend

• Inclusive approach to reach

users across all device

touchpoints.

3 elements to

solidify the

strategy

M O B I L E R E T A R G E T I N G F L O W D I A G R A M

Sign In

A N D R O I D

Fingerprinting

M O B I L E W E B

Sign In

I O S

Fingerprinting

I N A P P

M O B I L E W E B

I N A P P

Browser Cookies

Device ID

Device ID

Sign In

BUILD SYNERGY

MEASURE

CHOOSE CONTEXT WISELY

THINK CROSS

DEVICE

BE CREATIVE

ANALYSE

USE DATA

LEARN, CORRECT & REPEAT

DESKTOP VS MOBILE: HOW TO BUILD A WINNING STRATEGY

TELL A STORY

THE CONSUMER JOURNEY

AWARENESS INTEREST TR

AN

SA

CT

ION

e-commerce

m-commerce

physical commerce

CROSS DEVICE TRACKING & TARGETING

DETERMINISTIC PROBABILISTIC

Match of known user

data

(email address)

“WALLED GARDENS”:

FACEBOOK, GOOGLE,

TWITTER, AMAZON

User ID built from likely statistical

connections between a number of

anonymized signals (IP address,

device, browser, location,

operating system)

MIXED

ALL PLATFORMS

Train the probabilistic algorithm starting from clusters with known user data

“PEOPLE ID”

DYNAMIC ADS

Location Weather Time Publisher

Platform Device Type Custom

WHO THE CONSUMER IS(ONLINE BEHAVIOUR,

PERMISSION INFO, 3rd PARTY)

+

MOBILE RULEZ: GO VERTICAL

Horizontal (landscape)

Vertical (portrait)

• Snapchat vertical video completion up to 9x vs horizontal

• Facebook vertical video CPM 3x more efficient

• Vertical viewing now accounts for 25% of online video

viewing time – it was 5% in 2010

A MINDHARE CASE STUDY:

FIDENZA VILLAGE MOBILE CAMPAIGN FOR CHINESE PROSPECTS

A MINDHARE CASE STUDY:

FIDENZA VILLAGE MOBILE CAMPAIGN FOR CHINESE PROSPECTS

THE CHALLENGE THE SOLUTION THE RESULTS

Attract to Fidenza Village

(FV) Chinese High Spenders

with an interest for fashion

who were visiting Milan

for the 2015 Expo

Mobile banner campaign* delivered

to devices with at least 80% affinity

with a number of signals:

- Chinese settings & browser

- Recently active in Italy

- Had recently searched for Expo

and for selected fashion Brands

- (…)

*needless to say: banners were in

Chinese

CTR: 23%

Access to the Chinese section

of the FV site:

+148%

Tax refund requests from FV

Chinese customers :

+157%

1

2

How to build a winning strategy?

•

•

•

•

•

•

Click and Collect will Continue to Soar

not impulse buying, You can order

shopping online and pick it up at a

convenient time from a range of

convenient locations.

Importance of Omni-channel will

Continue consumers are now

using an average of 5 devicesin the purchasing process

Men’s Online Fashion to Keep on

Growing growth of 14% ytd

Mcommerce Growth to Boost

Online Fashion Sales making up

43.7% of all eCommerce sales

70% of consumers saying they

would engage with in-store

connectivity such as GPS and Wi-

fi tracking were they to receive

customer benefits such as money-

off vouchers

28% of social network users saying

they have bought directly off a social

platform