Title: Liquid Creativity – Developing a Mobile Advertising and Content Strategy that Leverage on Opportunities Each Mobile Device can Provide
Date: Day 2, 18 June (Wednesday) – Mobile Marketing Track
Presenter: Christian Geissendoerfer, CEO of YOOSE
Topics Covered:
1. Device optimised mobile advertising strategies – aligning to the unique characteristics and capabilities of each device
2.Ad formats in mobile that drives user experience
Smart content - Improving mobile content relevance and engagement
3.Building content that can be integrated into augmented reality capabilities
4.Important creative elements to optimise mobile marketing performance
5.The power of location as a major targeting opportunity
Video Link below:
FIFA 14 TV Commercial - We Are FIFA 14
https://www.youtube.com/watch?v=FVsgso273EE
6. 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?
7. 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
9. 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
10. 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
11. Location-based targeting to a mobile
device is the ‘holy grail’ of advertising
WPP Chairman Sir Martin Sorrell
13. MORE?
12*. Trends
• Digital OOH
• Progressive Screening
• Audio Marketing
• 020 Service
• Rich Media Takes the Lead
• Augmented Reality
• It’s an app world