Nishtha Mehtaad:tech Shanghai, June 26 2014

Nishtha MehtaConsulting Partner

For: ad:tech China. June 26 2014

Hi, I am Nishtha

Evangelize collaborations and mobile media partnerships

Evangelize & Strategize Mobility for brands

@

Meet Jackie & his girl friend

? ?

25 yrsfrom Helongjiang

province

23 yrsfrom Hangzhou

College & now at their first job in Shanghai

English lessons@ costa coffee

WatchVideo’s

Practice and translation

Apps

45% of Youku’s traffic comes via Mobile/tablets

Drama series@ meal time

Source: Youku Jan 2014

Travel companion

Guizhoumums

Nanjingclassmates

Mafengwo117Go

Top 2 popular travel apps in China

Personalised wedding invites for friends

Set up on PCContinue on Mobile

Special effects

photosphoto + audio

Creating personal stories

Personalizevideos with time stamps,

location, editor picked music, state of the art filters

Creating personal stories

MusicVideo’s

1MeituPic2QuickPic

3MeiYan Camera

4Camera360

5BaiDu Pic

6YiXia Video

7POCO Beautiful

8MoPai

9InstaMag

10GIFshow

3,000K

2,750K

1,640K

1,290K

400K

400K

380K

240K

180K

180K

Ranking by daily active users

Source: Enfodesk and Analysys international 2014

If it wasn’t for the love of art...

Top 10 photo editing and beauty

apps in China

"Building great brands is a mix of magic and logic, a blend of art and science."

- Keith Weed Chief Marketing and Communications Officer at Unilever @Cannes 2014

Science Art

How ?

Persuade

Science Art

Woo

Logic Magic

Understanding their relationship with their Mobile devices

Play Video

Copyright@nishthamehta

Why Marketers should care?

Fighting share of attentionwithin their personal space

Science

iResearch April 2014CNNIC 2014.1

What do you use your Mobile for ? Top Apps by active users?

Advertising can be a blind spot if not relevant

Science

Art

X

Source: PwC 2014 China What do consumers want from Mobile advertising

Bringing art of courtship

into art of mobile marketing

KISS - Keep it short and simple

, MCOMM

Copyright@nishthamehta

Tools and Technology Menu

Sound

Touch

visual

location

Data storage delivery

music

Key pad

video

Bluetooth

QR codes

ringtones Voice message Sound

Touch screen

Augmented reality Face/ Image recognition

Maps

NFC compass

Geo-locationIdentification by apps

Musicwallet

cloud

SIM card

wifi

NFC chip

SMS

APP

WAP

Play share

Record Hear

Record watch

HTML 5

Source:nishthamehta

Cases‘Made for Mobile’

Case 1: Express your love

with Cornetto If you had only 8 seconds left

before end of the world, what would you say?

How would you express your love?

Marketer: UnileverAgency: PHD

Love is complicated for China’s 90’s Generation of single children. Academic, family, societal pressures all conspire to deny teens the opportunity to explore young love. Because of this they often stumble when it comes to expressing love.

MASSIVE REACHMicro Movies

PC + Mobile Integrated

ENGAGEMENT & IMPACT Mobile

Inspire and Invite people to EXPRESS love

Enable people to EXPRESS love

Love triangle, 3 Love films

Custom madetrailors for Mobile, PC

inviting people to watch the movies, visit Weishi to to

express love in 8 sec

Micro movies inspiring people on how to

express love promoted@tablets, mobile, pc 70 Million+ video

views on Mobile/tablets alone.

Weishi 8 sec videos(Vine of China)

Over 70,000 UGC clips created and

watched by over 6.5 Million

on Mobile alone

CATCHY ADV ENTERTAINING CONTENT TECHNOLOGY

STORYTELLING TOOLS

Mobile can be an impactful reach vehicle for brands! Results?

- Brand awareness- Sales- Cornetto, a brand that helps me express love

Case 2: Durex Baby

What would you do if you were a first time parent ?

Marketer: Reckitt BenckiserAgency: Fugu Mobile

TECHNOLOGY - HTML 5ENTERTAINING CONTENT/APP

Case 3: Clear Challenges

World Cup

Social predictive betting game -First of it’s kind on China’s IM space

Marketer: UnileverAgency: PHD & Fugu Mobile

Predict the future, tomorrow actually!

Mike 14 years old

88 Apps!

As choices further increase, attention will further decrease

Intercept and court people with proximity,

micro-location and data marketing tools

Apps and technology to become hub for

connections on-the-go

source & copyright: niqi

source & copyright: niqi

Wearable technology will go mainstream.

A Taste from Cannes 2014

https://www.youtube.com/watch?v=L9ZDyLlcdww

into art of mobile marketing

Let’s bring the art of

courtship

courtship

Thank you