WELCOME

10.15.2014 WEDNESDAY 11 AM PDT

Hosted by:

Kevin AlmeidaMarket Researcher, FunMobility

• In business for 14 years

• Reached over 60 million consumers

• Over 10 billion mobile engagements

Fundamental Best Practices

Embrace Your Inner Da Vinci

Branding on Mobile

Direct Response

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1 Fundamental Best Practices

“Simplicity is the ultimate sophistication”-Leonardo Da Vinci

• Smaller screens don’t have to be a limitation—but don’t repurpose desktop creative.

• Embrace the “mobile mindset.” Goal-oriented, quick and to the point. That goes for creative design, too.

• Creative must be effective at a glance:• Easy-to-read font, 8 words or fewer• Simple images• High-contrast colors

Big things from small pictures: The Mona Lisa is only 21” wide

1 Fundamental Best Practices

1 Fundamental Best Practices

As of 2014,the average American’s attention span lasts only 8 seconds.

(which is how long it took me to read that sentence)

As of 2014,the average American’s attention span lasts only 8 seconds.

(which is how long it took me to read that sentence)

1 Fundamental Best Practices

Track & Optimize

Targeting on mobile is powerful, but a bi-annual Run of Network campaign can reveal interest in unexpected places

• Phase out under-performing publishers

• Be suspicious of over-performing publishers

• Identify your real KPI; don’t make it all about clicks!

1 Fundamental Best Practices

“People of accomplishment rarely sat back and let things happen to them. They went out and happened to things.”

-Leonardo Da Vinci

2 Embrace Your Inner Da Vinci

Don’t be afraidto experiment with

new ideas

2 Embrace Your Inner Da Vinci

Mobile is more than just a tiny computer

• Touchscreen• Camera• Phone• GPS• PassBook

If you want to make a difference,

you have to be different

2 Embrace Your Inner Da Vinci

Be a master of all things

Be a master of all things

Mobile is no longer a “channel.”

Content should be discoverable across:

All Devices• Smartphone• Tablet• Desktop• Laptop

All Media• Paid Media• Owned Media• In-Store Media• Earned Social Media

Mobile landing pages should be responsive, for optimal display on desktop devices as well

2 Embrace Your Inner Da Vinci

Never underestimate the power of the “selfie”

2 Embrace Your Inner Da Vinci

Never underestimate the power of the “selfie”

For those born in the 90s or later, life revolves around the camera

2 Embrace Your Inner Da Vinci

Source: Mitek Systems, Millennial Study 2014

91%The mobile camera is “important or “very important”

37%Use the camera every single day

87%Use the camera at least once a week

76%Primarily use their camera to post to social media

Never underestimate the power of the “selfie”

• Creating and sharing images is more important to young Millennials than:• Texting• Games• Email• Google• Facebook

• More than a third (37%) of Millennials say they can’t go a day without using their mobile camera

Leonardo Da Vinci

Source: Mitek Systems, Millennial Study 2014

2 Embrace Your Inner Da Vinci

Never underestimate the power of the “selfie”

If you ignore the camera, you’re ignoring the key mobile behavior of Young Millennials.

2 Embrace Your Inner Da Vinci

3. Branding on Mobile

“Painting is poetry that is seen rather than felt.”-Leonardo Da Vinci

Branding Campaign:

“Photo Booth”

3 Branding on Mobile

Here’s how it works:

Point of discovery(i.e. mobile display ad)

Branded Photo Editor Snap, edit, or upload images

CLICK

3 Branding on Mobile

Here’s how it works:

Engagement PageNew point of discovery,with built-in link

Social Share

CLICK

3 Branding on Mobile

Results:

• 70% of users created branded baseball cards

• 50% of cards created were shared

3 Branding on Mobile

Benefits of this campaign:

Measurable, branding-centric KPI’s (not just click-through rate)• Engagement• Social Share

Extended reach• Earned social media

Promote recall• User-Generated Content

Works across mobile and desktop devices

3 Branding on Mobile

Mobile is intimate, personal, and interactive. Branding campaigns should go deeper than a single click.

3 Branding on Mobile

“Knowing is not enough. We must apply.”-Leonardo Da Vinci

4 Direct Response

Build your direct response campaigns around mobile behaviors and functionality

4 Direct Response

If you want to prioritize brick-and-mortar conversions, target smartphone owners

• Active decision making context, out-and-about

If you want to prioritize mCommerceconversions, target tablet owners

• Higher disposable income. 55% of mCommerceconversions.

4 Direct Response

Benefits of this campaign:

• Mobile consumers are typically further down the purchase funnel

when they hit your content, more likely to convert

• Can attribute ROI to every unique engagement event

• Low-friction, multi-tiered experience

• Coupons

4 Direct Response

Benefits of this campaign:

You went through the trouble of creating & A/B testing this engaging direct response experience, why limit your reach to one media channel?

Distribute your landing page via:

• Text Message (SMS/MMS) Campaigns

• Your mobile website

• Your social presence

4 Direct Response

You will be emailed a recording of this presentation.Questions?

Contact us at

sales@funmobility.com

marketing@funmobility.com

Thank You

Hosted by:

Kevin AlmeidaMarket Researcher, FunMobility