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WELCOME
10.15.2014 WEDNESDAY 11 AM PDT
Hosted by:
Kevin AlmeidaMarket Researcher, FunMobility
• In business for 14 years
• Reached over 60 million consumers
• Over 10 billion mobile engagements
Fundamental Best Practices
Embrace Your Inner Da Vinci
Branding on Mobile
Direct Response
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1 Fundamental Best Practices
“Simplicity is the ultimate sophistication”-Leonardo Da Vinci
• Smaller screens don’t have to be a limitation—but don’t repurpose desktop creative.
• Embrace the “mobile mindset.” Goal-oriented, quick and to the point. That goes for creative design, too.
• Creative must be effective at a glance:• Easy-to-read font, 8 words or fewer• Simple images• High-contrast colors
Big things from small pictures: The Mona Lisa is only 21” wide
1 Fundamental Best Practices
1 Fundamental Best Practices
As of 2014,the average American’s attention span lasts only 8 seconds.
(which is how long it took me to read that sentence)
As of 2014,the average American’s attention span lasts only 8 seconds.
(which is how long it took me to read that sentence)
1 Fundamental Best Practices
Track & Optimize
Targeting on mobile is powerful, but a bi-annual Run of Network campaign can reveal interest in unexpected places
• Phase out under-performing publishers
• Be suspicious of over-performing publishers
• Identify your real KPI; don’t make it all about clicks!
1 Fundamental Best Practices
“People of accomplishment rarely sat back and let things happen to them. They went out and happened to things.”
-Leonardo Da Vinci
2 Embrace Your Inner Da Vinci
Don’t be afraidto experiment with
new ideas
2 Embrace Your Inner Da Vinci
Mobile is more than just a tiny computer
• Touchscreen• Camera• Phone• GPS• PassBook
If you want to make a difference,
you have to be different
2 Embrace Your Inner Da Vinci
Be a master of all things
Be a master of all things
Mobile is no longer a “channel.”
Content should be discoverable across:
All Devices• Smartphone• Tablet• Desktop• Laptop
All Media• Paid Media• Owned Media• In-Store Media• Earned Social Media
Mobile landing pages should be responsive, for optimal display on desktop devices as well
2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
For those born in the 90s or later, life revolves around the camera
2 Embrace Your Inner Da Vinci
Source: Mitek Systems, Millennial Study 2014
91%The mobile camera is “important or “very important”
37%Use the camera every single day
87%Use the camera at least once a week
76%Primarily use their camera to post to social media
Never underestimate the power of the “selfie”
• Creating and sharing images is more important to young Millennials than:• Texting• Games• Email• Google• Facebook
• More than a third (37%) of Millennials say they can’t go a day without using their mobile camera
Leonardo Da Vinci
Source: Mitek Systems, Millennial Study 2014
2 Embrace Your Inner Da Vinci
Never underestimate the power of the “selfie”
If you ignore the camera, you’re ignoring the key mobile behavior of Young Millennials.
2 Embrace Your Inner Da Vinci
3. Branding on Mobile
“Painting is poetry that is seen rather than felt.”-Leonardo Da Vinci
Branding Campaign:
“Photo Booth”
3 Branding on Mobile
Here’s how it works:
Point of discovery(i.e. mobile display ad)
Branded Photo Editor Snap, edit, or upload images
CLICK
3 Branding on Mobile
Here’s how it works:
Engagement PageNew point of discovery,with built-in link
Social Share
CLICK
3 Branding on Mobile
Results:
• 70% of users created branded baseball cards
• 50% of cards created were shared
3 Branding on Mobile
Benefits of this campaign:
Measurable, branding-centric KPI’s (not just click-through rate)• Engagement• Social Share
Extended reach• Earned social media
Promote recall• User-Generated Content
Works across mobile and desktop devices
3 Branding on Mobile
Mobile is intimate, personal, and interactive. Branding campaigns should go deeper than a single click.
3 Branding on Mobile
“Knowing is not enough. We must apply.”-Leonardo Da Vinci
4 Direct Response
Build your direct response campaigns around mobile behaviors and functionality
4 Direct Response
If you want to prioritize brick-and-mortar conversions, target smartphone owners
• Active decision making context, out-and-about
If you want to prioritize mCommerceconversions, target tablet owners
• Higher disposable income. 55% of mCommerceconversions.
4 Direct Response
Benefits of this campaign:
• Mobile consumers are typically further down the purchase funnel
when they hit your content, more likely to convert
• Can attribute ROI to every unique engagement event
• Low-friction, multi-tiered experience
• Coupons
4 Direct Response
Benefits of this campaign:
You went through the trouble of creating & A/B testing this engaging direct response experience, why limit your reach to one media channel?
Distribute your landing page via:
• Text Message (SMS/MMS) Campaigns
• Your mobile website
• Your social presence
4 Direct Response
You will be emailed a recording of this presentation.Questions?
Contact us at
Thank You
Hosted by:
Kevin AlmeidaMarket Researcher, FunMobility