WHAT THE HELL DID YOU JUST DO IN MY POCKET? April 2016
Hello IAB. I’m Rik.
MATTERING TO PEOPLE AS A BRAND HAS NEVER BEEN SO IMPORTANT Most people Less than 28% of SEVEN OUT OF TOP TEN 28% 74% would not care if brands notably 74% of brands improve our MEANINGFUL BRANDS OVER-INDEX ON disappeared quality of life MAKING PEOPLE’S LIVES EASIER
Your invasive non-contextual ad here
“Mobile First” is an irrelevance. 79% of the Irish population is multi-platform. Source: Google Consumer Barometer
Meet Brian Cooley.
The role of mobile in the customer journey is not easy to pinpoint.
Etiquette is essential.
Data and Content are key.
Making the most of mobile moments requires mobile- specific creative, messaging and user journeys.
No Context Desktop Creative Desktop Language
AdLudio Source: AdLudio
Birds Eye Steamfresh 20% Interaction Rate Source: Havas Media Ireland
Kia & Auto Trader 20x higher dealer search volumes Source: Havas Media UK / Auto Trader
Lufthansa Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for SapientNitro/Lufthansa
McDonald’s Happy Meals Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for R/GA London & McDonalds
OVO Energy Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for OVO Energy
Mobile Evolution of Nectar Source: Brand Republic Digital Awards 2016 – Shortlisted for Best Mobile Strategy for All Response Media, Iris Worldwide, The Future Customer, The Organic Agency & Nectar
Battersea Cats & Dogs Home Source: Drum Creative OOH Awards 2015, Winner of Chairman’s Award to Exterion Media & Battersea Cats & Dogs Home
Jameson Irish Whiskey & Locomizer Tailored creative – branding during Rugby World UK Lads Map – planning OOH by specific location Tailored creative – branding by geo-location and serve message near bar rather than weight of a whole city Cup Source: Havas Media UK, Posterscope, Locomizer & Pernod Ricard
Sequential Screen storytelling
Putting the audience first, and thinking how we add value to their mobile moments, is the key to success.
THANK YOU @Marqueasy
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