mobile strategy trends by mark whistler - incisive create mobile strategy

THE LEADING IN-CONTENT ADVERTISING PLATFORM THAT GETS YOUR BRAND DISCOVERED

Partners since June 2005, one of the longest running

partnerships for Vibrant UK

Have worked with Vibrant on In-Text, In-Image and Display

Across a range of sites: accountancyage.com, bjp-

online.com, computeractive.co.uk, financialdirector.co.uk,

ifaonline.co.uk, investmentweek.co.uk, yourmortgage.co.uk

GOING MOBILE TRENDS IN OUR MARKET PRODUCT R&D

TRENDS IN OUR MARKET PLACE

INCREASE

IN MOBILE

TRAFFIC

ACROSS

PARTNER

SITES

ADOPTION

OF NEW

DEVICES

RICH MEDIA

ADS DRIVE

HIGHER

CTR &

ENGAGEMENT

INCREASE IN MOBILE

NEED FROM

ADVERTISERS

CROSS PLATFORM -

BEYOND FLASH

RESPONSIVE

DESIGN

AT THE HEART

PRODUCT RESEARCH & DEVELOPMENT

WHAT DO VIBRANT ACTUALLY DO?

WE MAKE BRANDS DISCOVERABLE.

KEY DISCOVERY MOMENTS THE INTERNET IS FULL OF POTENTIAL KEY DISCOVERY MOMENTS

INITIAL STIMULUS

PURCHASE INTENT

WE HAVE

USER INITIATED

In-Text

In-Image

Lightbox

Brand Canvas

ADVERTISING

VIBRANT PRODUCTS INNOVATION & CONTROL

HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?

Busy mum looking for meal

ideas

Searches for recipes online

Capitalize On Key

Discovery Moments Chicken

HOW DO YOU TURN YOUR CONTENT INTO KEY DISCOVERY MOMENTS?

In the supermarket looking

up ingredients for that recipe

Searches for the recipes

Capitalize On Key

Discovery Moments Chicken

WE HAVE 100%

VIEWABILITY

Products In The

Content Well

IN-CONTENT ADVERTISING TO DRIVE MOBILE

MOBILE

REAL ESTATE

DEVELOPING

FOR YOUR

REAL ESTATE

PRODUCT DEVELOPMENT

Users

Advertisers

Publishers

USER TESTING

KPIs for mobile success –

engagement, awareness, conversions, visits

Most valuable targeting – content, geographic, demographic

In comparison to other formats, mobile banner advertising

was:

Less effectiveness than video

Equally as effective to rich media

More effective than mobile search Equally as effective as social media

MOBILE PRODUCT COUNCIL AGENCY FEEDBACK

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

MOBILE PRODUCT COUNCIL PUBLISHER FEEDBACK We have a mobile optimized site for smartphone but we don’t have a

mobile optimized site for tablet

Don’t have a mobile application for their site and no plans to introduce one

1-25% of site traffic coming from mobile (including tablets)

Run mobile banners and rich media mobile advertising

Rate their mobile advertising offering as good/neutral

Say they are making progress monetizing mobile inventory, could do better

PRODUCT OUTCOMES IN-IMAGE

PRODUCT OUTCOMES IN-IMAGE

PRODUCT OUTCOMES VIDEO LIGHTBOX

PRODUCT OUTCOMES VIDEO LIGHTBOX

MARKET TRENDS FROM ADVERTISING WEEK 2012

CROSS PLATFORM

STRATEGY

NATIVE ADS

CROSS PLATFORM

STRATEGY

Lightbox on Desktop

Lightbox on Phone

Lightbox on Tablet

CROSS PLATFORM

STRATEGY

AD

Twitter Example Vibrant Example

NATIVE ADS

CROSS-PLATFORM PRODUCTS All Vibrant products are currently being developed cross-platform.

THANK YOU!

QUESTIONS?