Mobile FundamentalsThe new oil

Ben Phillips

Global Head of Mobile, MediaCom

01Be bolder with

mobileYou’d expect me to say this

02ConsumerBehaviour & Trends

03Mobile is not just a handsetConnected devices

04Measurement is

EVERYTHINGBasics & Solutions

01Be bolder in mobileYou’d expect me to say that

Complex, Fragmented Mobile Landscape is a Challenge

Copy and paste desktop strategies to mobile

Source:MediaCom - BLINK

Marketers need to recognise that they are

consumers too, and their behaviour – even

if they are not the primary target group –

should help inform what they do

professionally.

Source:MediaCom - BLINK

• Video is increasingly

consumed on mobile.

• 98% consumed in portrait.

• 90% viewed on mute mode.

• 94% people skip pre-roll ads.

Vertical video had an

80% higher

completion rate than

the same copy in

Landscape

Video should reflect viewing behavior

Think vertical, short & silent

In theory, Apple phones

will tracks balances of

your credit/debit cards,

then target ads to you

based on the information

Apple have filed a patent to serve you ads based on what you can actually afford

10%

11%

12%

13%

18%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Case Studies

Research

Accoutability / Effectiveness

Better Stats

More Knowledge

Source: IAB Mobile Hoop Survey

IAB Survey: Top 5 things needed to promote mobile advertising

Mobile considerations

BUSINESS OBJECTIVESCOMMUNICATION

OBJECTIVES

UNDERSTAND YOUR

AUDIENCEIDENTIFY MOBILE

TOUCHPOINTS

MOBILE

WEB

FUTURE

TECHNOLOG

Y

MOBILE

APPS

SOCIAL

INTEGRATIO

NCROSS-

MEDIA

TOUCHPOIN

TS

OWNDEDPAID EARNED

TRACK ANALYSE OPTIMISE

1. Define Goals

2. Research

3. Plot

Presence

4. Fuel Sharing

5. Learn & Improve

+ =

02ConsumerBehaviour & Trends

Everyone has found themselves in a situation like

this…

*Actual digital team meeting

…or like this*

The first generation to use mobile as their

first screen is now approaching adulthood,

and brands need to be able to connect and

engage with what will be a highly influential

group.

Source:MediaCom - BLINK

Mobile is influential in every stage of the customer journey

1 2 3 4 5

57%Browse the internet

or use apps on their

phone everyday2

PASSIVE TRIGGER EVALUATE ACT POST

Source: 1 Google – How Micro Moments Study Australia (June 2015), 2 MediaCom Pulse/Fairfax

68% Have used their

phone to search for

a product in

store…1

66% …of them said the

search helped them

choose a different

product1

91%of smartphone users

turn to their phone for

ideas while doing a

given task1

59%sent a picture of a

product to

family or friends2

Four key moments of need… four key opportunities for brands

I WANT TO

KNOWI WANT TO GO I WANT TO DO I WANT TO BUY

Four key moments of need… four key opportunities for brands

I WANT TO

KNOWI WANT TO GO I WANT TO DO I WANT TO BUY

WHEN DO CONSUMERS

REACH OUT TO YOUR BRAND

ON MOBILE?

Four key moments of need… four key opportunities for brands

I WANT TO

KNOW

Curiosity

Information

Inspiration

I WANT TO BUY

Convert

Product Info

Facilitate Sale

I WANT TO DO

Content

Instruction

How To Info

I WANT TO GO

Consideration

Connect To

Physical Store

Source: Google Consumer Surveys, Trends & Micro-moment data (2015)

01Mobile in not just a

handset

Source: AOL 2016

There are

563M+Mobile Devices and Connections

added in 2015

Wearables have the

potential to automatically

collect data & deliver

payment solutions as

you enter a store

(e.g. based on previous

purchase/usage)

Wearables & connected devices will help to drive mobile payment

Automotive apps

Enhanced dashboards

Steering Wheel, touch

& voice controls

Maps, music,

communication etc

Google & Apple

partners Audi, GM, Ford, Honda,

Holden, Jeep, Mitsubishi,

Nissan, Renault, VW,

Mazda, Skoda, Subaru &

Hyundai + others

Connected Cars

Records brushing activity

Warns if you’re brushing too

hard or for long enough

Tracks whether brushing

habits have improved.

Use your smartphone as a

“remote control” to customize

your brush to your needs

Set your target session length

& selecting your preferred

modes.

Oral B Smart Series Bluetooth enabled toothbrush

Bovine Biometrics

Herd Management

Fertility notifications

Lost & Found

Pedometers

A recent report by Beecham Research suggests the IoT could be the key to helping the farming industry meet the challenge of increasing food production by 70% to feed the 9.6 billion global population expected by 2050.

The Internet of Cows

Source Mark Anderson the Equinox blog

05Measurement is

everythingBasics & solutions

If You Cant

Measure It You

Can’t Improve It.

Lord Kelvin

Complete Mobile Measurement Is

Difficult, but not Impossible

You just need the right Information

& the right Partner

There are ‘only’

about 8 millionpossible chromosome combinations…

Your app signature is more distinctive than your DNA 1M

apps across

App Store &

Google Play

20Average apps

per person

410x1093

possible combinations of

apps per platform

x =

Thank you