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WHAT THE HELL DID YOU JUST DO IN MY POCKET? April 2016 Hello IAB. - - PowerPoint PPT Presentation
WHAT THE HELL DID YOU JUST DO IN MY POCKET? April 2016 Hello IAB. - - PowerPoint PPT Presentation
WHAT THE HELL DID YOU JUST DO IN MY POCKET? April 2016 Hello IAB. Im Rik. MATTERING TO PEOPLE AS A BRAND HAS NEVER BEEN SO IMPORTANT Most people Less than 28% of SEVEN OUT OF TOP TEN 28% 74% would not care if brands notably 74% of
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Most people would not care if 74% of brands disappeared Less than 28% of brands notably improve our quality of life
SEVEN OUT OFTOP TEN
MEANINGFUL BRANDS OVER-INDEX ON
MAKING PEOPLE’S LIVES EASIER
MATTERING TO PEOPLE AS A BRAND 74% 28% HAS NEVER BEEN SO IMPORTANT
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Your invasive non-contextual ad here
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“Mobile First” is an irrelevance. 79% of the Irish population is multi-platform.
Source: Google Consumer Barometer
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Meet Brian Cooley.
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The role of mobile in the customer journey is not easy to pinpoint.
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Etiquette is essential.
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Data and Content are key.
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Making the most of mobile moments requires mobile- specific creative, messaging and user journeys.
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Desktop Language No Context Desktop Creative
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AdLudio
Source: AdLudio
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20% Interaction Rate
Birds Eye Steamfresh
Source: Havas Media Ireland
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Kia & Auto Trader
20x higher dealer search volumes
Source: Havas Media UK / Auto Trader
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Lufthansa
Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for SapientNitro/Lufthansa
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McDonald’s Happy Meals
Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for R/GA London & McDonalds
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OVO Energy
Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for OVO Energy
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Mobile Evolution of Nectar
Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for All Response Media, Iris Worldwide, The Future Customer, The Organic Agency & Nectar
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Battersea Cats & Dogs Home
Source: Drum Creative OOH Awards 2015, Winner of Chairman’s Award to Exterion Media & Battersea Cats & Dogs Home
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Jameson Irish Whiskey & Locomizer
UK Lads Map – planning OOH by specific location rather than weight of a whole city Tailored creative – branding during Rugby World Cup Tailored creative – branding by geo-location and serve message near bar
Source: Havas Media UK, Posterscope, Locomizer & Pernod Ricard
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Sequential Screen storytelling
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Putting the audience first, and thinking how we add value to their mobile moments, is the key to success.
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