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LIQUID
CREATIVITY
2014MOBILE
STRATEGIES
ChristianGeissendoerfer, YOOSE
READY TO
START YOUR
MOBILE
CAMPAIGN?
1. Audience
2. Location
3. Device/Sizes
4. Operating System
5. Duration/Timing
YOUR?
6. User Journey
7. Creatives
8. Call to action
9. Multi-Channel
10. Budget
YOUR?
A FLUID
MOBILE
MARKETING
CHECKLIST
More tips?
MORE?
11*. TIPS
• Integrate a mobile–first strategy as a part of entire
360 campaign
• Understand changing user behaviors and context
with mobile devices
• GO Programmatic Go RTB
• Mobile Optimized and Responsive Design
• Screen Size Matters
• Personalization – User ID/CRM
• Branding or user acquisition?
MORE?
12*. TIPS
MOBILE OPTIMISED
LOCAL CONTENT
KEEP IT QUICK
ACCESS TO ALL DEVICES
DECIDE ON FORMATS
MAKE CONVERSION EASY
EASY NAVIGATION
SEAMLES WITH CURRENT SITE
VALUE AND TRUST
HAVE BUSINESS-DRIVING
FEATURES
(Source: Outbrain)
CAMPAIGN EXAMPLE
CAMPAIGN OBJECTIVE
• Drive footfalls to participating merchant outlets
during the Great Singapore Sale
• Strengthen Mastercard’s ‘Priceless’ brand theme
• Complement the multi-channel campaign on the mobile medium
JUNE - JULY ’13
Standard Banner
SG
Orchard, Sentosa,
Bugis, Haji Lane
Delivered over
1.1MM
views
CAMPAIGN EXAMPLE
SEP - OCT’13
Rich Media Banner
UK
CAMPAIGN OBJECTIVE
• Target over 400 Premier League, UK-based
Champions League Games & England’s World
Cup Qualifiers
• Rich Media Campaign with dynamic content
• Specific Time targeting
Across All UK Stadiums
Over 150 matches
Over3.6M Views
Location-based targeting to a mobile
device is the ‘holy grail’ of advertising
WPP Chairman Sir Martin Sorrell
Liquid Creativity by YOOSE | Developing a Mobile Advertising and Content Strategy | CommunicAsia Summit 2014 Day 2
MORE?
12*. Trends
• Digital OOH
• Progressive Screening
• Audio Marketing
• 020 Service
• Rich Media Takes the Lead
• Augmented Reality
• It’s an app world
THANK
YOU

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