PowerPoint Presentation

WebinarBuilding mobile creatives that drive real resultsEngagement Sciences

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MICHAEL LEERegional Creative DirectorAsia Pacific, Middle East, Turkey AfricaJAMES ROGERSHead of SalesSingapore, Malaysia & Vietnam

Thank you for the introduction Supriya. Hey guys, thank you for getting on the webinar. So yeah, Im Michael, I help head up the creatives for Asia Pacific, Middle East, Turkey and Africa. With me is James Rogers, Head of sales for Singapore Malaysia and Vietnam.

Were both based in Singapore, and we work across a broad range of geographies. During this session, we hope to talk about the effectiveness of building great creatives for the mobile device, and why its crucial to do so.

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THE EVOLUTIONA brief history on mobile advertising

So to start with, I think its important to understand the space that mobile occupies in the entire advertising ecosystem, and how we got here. Its through this that we can understand how users perceive and interact with our ads, and how we can better deliver brand messages.

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THE EVOLUTIONAdvertising platformsMOBILE ADS ARE ANNOYING

Truth is most consumers are not big fans of mobile advertisements. Mobile ads tend to take up precious space on your otherwise rather small screen, they often popup when youre in the middle of another application, they play an unrelated video prior to the one you actually wanted to watch, but are not stuck with a commercial with you cant skip. And it didnt help that mobile ads used to, and usually dont look great.

They were often in a language you didnt understand, a product you didnt need, or a video you didnt want. We have to be honest with ourselves about the quality of the space we occupy and how networks havent given much thought to the messaging, as opposed to the targetting.

And this is for a host of reasons, the main one being how advertising on the mobile platform is relatively new, and constantly evolving.

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THE EVOLUTIONHow the platforms have changed

1990s

20101940s

And this is largely because of the relative infancy of mobile advertising as a platform compared to other more traditional forms of media.

In 1940s, when TVs were first introduced, TV commercials were of radio presenters seated, reading an ad into a microphone, exactly how it was for radio. But instead of purely audio, now there was a video of them doing the same thing.

Then In the 1990s, when desktops were gaining popularity, especially with the advent of personal computers and access to the internet from home, brands too, were initially hesitant about this new format, however they still wanted to reach that new demographic. So they provided print style assets to creative agencies for them to adapt for online banners. But we know how far desktop interactions have come everything from Flash and JAVA, to HTML 5 and CSS3 completely revolutionized the way people interacted with websites.

And when smart phones were introduced at around 2010, brands tried to jump on the band wagon by now supplying desktop assets (if any at all) to adapt for the mobile device.

Creative assets are an integral part of the creative process often, the ideas on the mobile medium are restricted to what is available, and hence, often limiting what is possible.

But advertising on the mobile platform provides new opportunities to advertisers to capitalize on the technology provided by this new medium. Smart phones are essentially radios, TVs, desktops and more, all rolled into one. We can tap on the various technical aspects of the device that were never available on the computer, like the gyroscope, force touch, camera access, just to name a few.

And a huge USP for brands, is being able to intimately understand the consumer. Advertising on the mobile device is all about context, and the first step to that is truly understanding the user, which James will now touch on.5

ENGAGEMENT SCIENCESCreating Consumer Experiences

- The goal of what we do, is to get consumers to want to interact with our experiences- An ad is a one direction communication platform, and experience is something the user can engage with

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ENGAGEMENT SCIENCESConsumer Experiences1940s

Unlike other advertising channels, the mobile device allows brands and advertisers to understand the consumer intimately.

Its how we use this information that matters.KNOWING YOUR AUDIENCE

The mobile device is unique in all its hardware capabilites, and helping us understand the consumers profile and interestsSignals

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ENGAGEMENT SCIENCESConsumer Experiences1940sPeople will often chance upon mobile advertising this means that they were in the midst of a different task before the rich media showed up. Great creatives address specific moments in a users timeline.CHANGING MEDIA CONSUMPTION HABITS

MORNING

GOING HOME

AT WORK

GOING TO WORK

BEFORE BED

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ENGAGEMENT SCIENCESHow is contextual information relevant1940s

The mobile device is unique in all its hardware capabilites, and helping us understand the consumers profile and interests9

ENGAGEMENT SCIENCESTranslating data of consumer habits1940s

Historical campaign or category data, allows us toIdentify who they are, and what they are interested inAnd when to deliver creatives the moment of maximum opportunityThrough dynamic creative optimizationTo drive sales or response

The mobile device is unique in all its hardware capabilites, and helping us understand the consumers profile and interests10

THE CREATIVE APPROACHProject Capstone

Thanks, so as James has mentioned, there are all these targeting capabilities unique to the mobile device. But what do we deliver to consumers? Sometimes it may be better to deliver a great ad to the wrong person, than a poorly created experience to the right audience.

We have to be cautious about what we talk about, when we talk about mobile creatives. As I spoke about earlier, people dont fancy mobile advertisements, and find them a nuisance and I can completely understand why.

That is what Capstone was created. Capstone is a creative-first approach towards mobile advertising. We understand the importance of communicating with the consumer on the go, and the InMobi network allows us to truly understand our consumer. And with this information in hand, we can create experiences that genuinely engage with people.

A big part of what we do is what we call Engagement Sciences. This means using metrics, and HTML5 innovations to engage with people. Its not creatives for creative sake. We measure everything we do, and optimise the creatives accordingly.

The goal is always to have users at the center, and thus always create contextually relevant interactions.

We understand that we have a very small window of opportunity to speak with our audience, before they start looking for the close or skip video button. We dont want to force people to watch non-skippable 1 and a half minute videos. We want people to see a glimpse of what the brand offers, and actually want hang around and interact with us.

With this in mind, Ill touch on the approach we take towards creating these experiences.11

THE CREATIVE APPROACHUnderstanding the campaign1940sCreative approach more experimental, with greater consumer interactionBrand Engagement and dwell time ideal measuresGood launch pads for potentially award winning work

Greater importance on engagement metrics, (CTAs, CTRs)

Employs mobile advertising to amplify other advertising channels

VS

Mobile Campaigns running in siloMobile Campaigns as part of an overarching campaign

More often than not, we receive one of two types of briefs.

The sort of mobile campaign that runs in silo, or one that runs as part of an overarching campaign, meaning either theres print, desktop, TV or maybe an event running simultaneously. We approach them differently, because they usually have different requirements and KPIs.

With campaigns running in silo, we tend to have more leeway in what we can do creatively. If and when appropriate, we try to devise new ways of interacting with the consumer with the technology we have on hand.

With these types of creatives, brand engagement and dwell time usually perform really well, and are often potentially award winning work.

However the drawback is that there are normally no assets provided. Thus we do full production for assets in-house. We do end-to-end creatives, producing everything from video and photoshoots, with stylists and all, to drone 360 panoramas at locations around the world. This allows us to work with the best possible raw assets on hand, and were able to direct exactly what works on the mobile experience.

Weve recently had the privilege of working with Legoland Malaysia where we shot multiple 360 gyroscopes with a drone, for a truly amazing interaction experience.

Weve also won multiple awards taking this innovation-led approach, for Ponds, Rexona, Cornetto and many other brands.

On the flip side, mobile campaigns that are a part of an overarching campaign tend to have a greater emphasis on metrics, and are often concerned with KPIs amplifying other advertising channels.

We created a rich media unit which perfectly mimicked the devices operating system, and simulated receiving a call from a ghost, when we wanted to promote the comedic haunted TV commercials by Cornetto in Malaysia, which we won a global silver award for. 12

THE CREATIVE APPROACHOptimizing Engagement

The message and experience should always be about the user. This means taking into context where they are, what theyre doing, who they are, before defining how to communicate with them. Technology allows us to reach them in methods only the mobile device can provide.Users at the center

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THE CREATIVE APPROACHOptimizing EngagementThese types of creatives generally place no importance on how it looks on mobile devices. They were developed for the desktop, ignoring the mobile experience. User is simply able to view basic information and access simple functions.Mobile FriendlyMobile optimized creatives were built for sole consumption on mobile devices. These formats load great and often are able to access native hardware functions. These formats are often built with development software, and have its limitations.

Issues with loading across multiple phone sizes, as creatives often tailored for specific functions. May pose issues when shared on Facebook due to sizing.Mobile OptimizedThis format loads across all screen sizes, regardless of desktop, tablet or mobile. Usually used if site is content heavy, and dont require phone specific features. This format takes the longest to build.Responsive

Mike

Describe different mobile formatsTalk about development platforms ie Studio, Celtra, Bonzai, Google Web Designer, etc.14

THE CREATIVE APPROACHOptimizing Engagement1940sAnimated banners have been proven to work 2.8x better than static banners. This is often the most crucial and overlooked step in the consumer journey of mobile advertising.

While people can arrive at the rich media experience through a variety of methods, the best inventory on most networks is still the initial banner, either as a Native ad,320x50, or an interstitial, just to name a few.

Animations can also help to keep a user engaged with the experience.Animations

Animation works. Animation is the most basic form of communication. From the days of the ancient Japanese paper puppet theatres, to Marionette theatres around the world, people are intrigued by visual movement.

However, keep your initial animation short. It can be disadvantageous if the Call to Action is buried behind too many frames.

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THE CREATIVE APPROACHOptimizing Engagement1940sThe mobile device is unique in allowing users to interact with an object in an unprecedented way. Its various hardware features allows users to explore brand communication by truly engaging with their devices.

Its through these types of interactions we can keep a users limited attention span.

This is one of the reasons purchases of applications on the device is so popular, as opposed to purchasing other items on the mobile device. The buying of an application provides a user instant gratification and immediate access to the product they had just paid for. By tapping on the behavior, brands would be able to customize their messages accordingly.Immediacy of response

Haptics allows users to physically move a device to achieve a reaction. There is a direct correlation between cause and effect. And this effect must be demonstrated in an immediate manner. Tilting a phone should show the effect of the action, same with tapping, swiping etc. Even little intricacies like how quickly an element moves based on the speed of the swipe should be taken into consideration.

There are numerous capabilities unique to the mobile device, such as gyro, vibration, voice/sound recognition, camera, etc.In this era, consumers are more inclined to haptic interactionsWhen an action causes an immediate reaction, there is greater tendency to interact with the rest of the adPeople are naturally curious and are often open to exploring new interactions, if they are simple and straightforwardHence if the first simple interaction produces something of value, there is greater inclination to participate further with the ad

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THE CREATIVE APPROACHOptimizing Engagement1940sQuickly demonstrating value is crucial. The first reaction people have towards ads is negative. They immediately begin looking for the close button, or some way to skip the ad.

However when we are able to first demonstrate some form of value, users tend to stick around. This value should be contextually relevant with the brand, messaging and user.

For example, for Olay, a skin care brand, we can immdiately display the current UV index of where the user is. As users are sometimes skeptical about this type of information, we can also show that we understand and know where they are located.

And as users sometimes do not understand the significance of the number, we included a color scale to show how damaging the value is.

Showing users the current UV index is in direct relation to skin care products, and how they affect your skin. This can inform users of the damage the sun may pose, and push users towards obtaining SPF products.17

THE CREATIVE APPROACHLocation MarketingLocation marketing allows brands to speak directly to consumers with regards to their immediate location.

Location marketing can be more than just reaching the right audience in the right locationGiven the hardware capabilities of the device, we can actually speak to people in direct relation to their immediate environmentAs mentioned earlier, the innovations we have allows us to be contextually relevant whenever we speak to people

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THE CREATIVE APPROACHAPI IntegrationTapping onto various API sources allows us to communicate with users about the environment they are in. Contextual advertising relates directly to the user and can leave significant impact.

Tapping on various API sources allows us to communicate with clients in direct relation to the consumers environmentAdvertising on the mobile device can be more than just spamming users about irrelevant adsThrough knowing various statistics about the users environment, such as the weather, the temperature, humidity, UV index, stock market indexes, we can demonstrate value to consumers, and in turn, get them to interact with our ads19

THE CREATIVE APPROACHVideoVideo on the mobile device shouldnt be delivered in the same manner as desktop. Tap on the various unique features of mobile devices to deliver an engaging experience.

Video are another interesting format for mobile devicesVideo was shot in 4:3 because televisions were squarish, later became 16:9 because of longer format. They were catered for those type of media consumption platformsVideo innovation doesnt simply mean pre-roll Its about understanding consumer habitsVideo is traditionally a single way of communicating with consumers with new formats, there are new methods of maximizing engagement.20

THE CREATIVE APPROACHTechnologyTechnology should serve to better communicate the message, and not pose a hindrance to the overall consumer interaction.

We often tout camera access, facial recognition, speech detection etc as innovation, but truth is these functions were and had to be built into the operating system by the original operating system developers.What weve simply done, is found a way to hack these functions, and tweak the access of these services to our needsIf innovation is constantly perceived as something new and exciting, we run the risk of integrating innovation simply for innovations sakeInnovation is a means to an end. It is about being able to effectively communicate ideas through technology21

THE CREATIVE APPROACHCase StudyTo promote their popup stores around Singapore, we created a HTML5 rich media unit which simulated receiving a phone call from Naomi Neo, a social influencer popular with our target audience in Singapore.Sunsilk97.2% Interaction Rate

We already know users face their phones when interacting with their mobile devicesIt made sense to tap on this behavior to allow users to learn more about their faces through the ad unit22

THE CREATIVE APPROACHCase StudyPonds wanted to promote the new Acne solution in Indonesia. We created the worlds first facial recognition software to educate users on how to best look after specific regions of their faces.

Ponds Acne39,000 User Interactions29 secs Dwell Time

We already know users face their phones when interacting with their mobile devicesIt made sense to tap on this behavior to allow users to learn more about their faces through the ad unit23

CREATIVE EFFECTIVENESSMetrics, metrics, metrics

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CREATIVE EFFECTIVENESSEffectiveness FormatsAwarenessResponseInteractive VideoGyroscopePre-Roll VideoPre-Roll Video + End CardStreetviewBasic One-Pagers3D InteractionsFacial RecognitionSpeech DetectionCarouselAdd to calendarPhone CallWeatherStore LocatorLead GenMapsCouponsAPI Integration

360Battery DetectionVertical Video

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CREATIVE EFFECTIVENESSEffectiveness Study

RelevancyCredibilityAwareness/Ad RecallInterest ElevationPurchase Intent

99Like124107104106107

140108119150123Like

Benchmark = Index 100= Norm Top 20%*Mindshare, Unilever & InMobi 2016RelevancyCredibilityAwareness/Ad RecallInterest ElevationPurchase Intent98

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CREATIVE EFFECTIVENESSIn SummaryUser Centric

Built for KPIsThink Mobile FirstBe Bold!

We already know users face their phones when interacting with their mobile devicesIt made sense to tap on this behavior to allow users to learn more about their faces through the ad unit27

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