Liquid Creativity by YOOSE | CommunicAsia Summit 2014 Day 2
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This document provides tips and guidelines for developing a successful mobile marketing campaign in 3 sentences or less: It outlines key considerations for mobile campaigns including understanding your audience, location targeting, device optimization, creative content, and calls to action. Examples are given showing how location-based mobile ads were used to drive foot traffic to retailers in Singapore and engage sports fans in the UK. The document concludes with emerging mobile marketing trends like digital out-of-home, augmented reality, and the growing importance of mobile apps.
Liquid Creativity by YOOSE | CommunicAsia Summit 2014 Day 2
- 3. 1. Audience 2. Location 3. Device/Sizes 4. Operating System 5. Duration/Timing YOUR?
- 4. 6. User Journey 7. Creatives 8. Call to action 9. Multi-Channel 10. Budget YOUR?
- 6. MORE? 11*. TIPS • Integrate a mobile–first strategy as a part of entire 360 campaign • Understand changing user behaviors and context with mobile devices • GO Programmatic Go RTB • Mobile Optimized and Responsive Design • Screen Size Matters • Personalization – User ID/CRM • Branding or user acquisition?
- 7. MORE? 12*. TIPS MOBILE OPTIMISED LOCAL CONTENT KEEP IT QUICK ACCESS TO ALL DEVICES DECIDE ON FORMATS MAKE CONVERSION EASY EASY NAVIGATION SEAMLES WITH CURRENT SITE VALUE AND TRUST HAVE BUSINESS-DRIVING FEATURES
- 9. CAMPAIGN EXAMPLE CAMPAIGN OBJECTIVE • Drive footfalls to participating merchant outlets during the Great Singapore Sale • Strengthen Mastercard’s ‘Priceless’ brand theme • Complement the multi-channel campaign on the mobile medium JUNE - JULY ’13 Standard Banner SG Orchard, Sentosa, Bugis, Haji Lane Delivered over 1.1MM views
- 10. CAMPAIGN EXAMPLE SEP - OCT’13 Rich Media Banner UK CAMPAIGN OBJECTIVE • Target over 400 Premier League, UK-based Champions League Games & England’s World Cup Qualifiers • Rich Media Campaign with dynamic content • Specific Time targeting Across All UK Stadiums Over 150 matches Over3.6M Views
- 11. Location-based targeting to a mobile device is the ‘holy grail’ of advertising WPP Chairman Sir Martin Sorrell
- 13. MORE? 12*. Trends • Digital OOH • Progressive Screening • Audio Marketing • 020 Service • Rich Media Takes the Lead • Augmented Reality • It’s an app world
- 14. THANK YOU