Visual communication in a mobile world N I A L L H A N L O N , C L I E N T S O L U T I O N S M A N A G E R ( R E TA I L ) 1
Key Trends 1 2 3
360 Videos Photos Text
Mobile behavior is no non-li linear ear 6:00 7:30 9:00 10:30 Noon 1:30 3:00 4:30 6:00 7:30 9:00 10:30 Midnight Eat dinner Watch Catch up on Wake up and Check emails with friends Netflix industry news get ready and eat lunch Shopping Lights out Grab Starbucks Start a meeting Call best friend with friends Check news on news apps on Join a Train home train conference call Source: [3] Facebook IQ, “From One Screen to Five”, in conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ), US only, March 2015
The gap between content creation and consumption continues to widen, so relevance becomes increasingly important Content created Content Ability to consume content Time Source: Nielsen BrandEffect Studies,173 studies that included video worldwide, December 2014 – February 2015
Globally, Mobile Commerce is Over 1/3 of Online Sales Mobile share of eCommerce transactions 34 % Global average 6 Source: Criteo
The consumer journey is fragmented across devices and channels 8 % 71% of shopping journeys include a 26 % mobile touchpoint 29 % APP ONLY 3% 26% of all shopping 6 % DESKTOP ONLY journeys span (All) multiple platforms 19 % MOBILE 9 % WEB ONLY 7
Business challenges feed into marketing – We can inspire while still driving ROI PURCHASE DISCOVERY CONSIDERATION LOYALTY/CRM Converting, tracking New customers, Understanding intent signals Repeat customers, and reporting sales category/product for real-time (re)targeting cross-sell, seasonal across channels awareness and up-selling marketing ‘moments’
M O B I L E Raise awareness through immersive formats
M O B I L E Video designed for feed
New ways for people to Cr Create, Share & Co Consume video Ephemeral Messaging Feed Video Stories Live Broadcasting
Building video ads to match how people watch 14
C R E AT I V E C O N S I D E R AT I O N S A look back to 2016 CAPTURE DESIGN FRAME PLAY attention quickly more for sound off your visual story 15
Why should you build 00:00 00:15 00:05 00:01 00:02 00:03 00:14 00:04 00:06 00:07 00:08 00:09 00:10 00:11 00:12 00:13 for less than 15 seconds? Match consumer attention on mobile Increase completed messages 16
M O B I L E Drive performance while engaging users
Collections Product featured video
Creative Hub It’s a faster, easier way to produce ideas that capture attention and delight people on mobile 19
B E I N S P I R E D E X P L O R E T H E P O S S I B I L I T I E S C R E AT E A N D P L AY S H A R E Y O U R I D E A S 20
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