Framework to change current media planning construct to one that is mobile led. A platform for all campaigns. A platform that reduce cost and increases returns by making all media transactional. This includes part two which was not shown at the event due to time. It also includes a few additional slides in the first section. The BIG Session On Mobile - “If mobile is the remote control to our lives, why can't we hit fast forward?” Welcome to the BIG session on Mobile; a topic that is literally at the tip of our fingers every single minute. Mobile drives our interactions and decisions with media as well as with people almost every moment of the day (and night). The business is growing, but maybe not at the pace every pundit would expect, so in this interactive session we will uncover the answers to your burning questions about mobile. What innovation is required for mobile to meet expectations as a marketing medium? What are the key innovations that are taking hold and what's not working so far? In this session, you hold the remote by contributing to the conversation in real time with the integration of "Poll The Web". Gene Keenan, Founder of the Collective Factory will be our featured keynote speaker and he will lead an interactive Q&A session with your real-time feedback featuring our panel of experts from across the web. The Collective FactoryFounder, Gene Keenan Vungle Founder and CEO, Zain Jaffer App Savvy’s SVP of Sales, David Lavine Global VP of Innovations at Mojiva, Jack Hallahan Chief Vision Officer of 26DotTwo, Chris Beck Yahoo’s VP of Sales, Patrick Alban Fetch, Guillame Lelait

1. LIGHT UP ALL OF
YOUR MEDIA WITH
MOBILE
Monday, May 20, 13

2. TCF
Mobile
as
Platform > Mobile
as
Channel
THESIS
Mobile media, mobile marketing
Monday, May 20, 13

3. 3
THE CURRENT PLANNING
PROCESS IS ANTIQUATED
LIKE THIS MODEL T:
IT WORKS...
BUT IT’S NOT VERY
EFFICIENT
Monday, May 20, 13

4. TCF
TYPICAL PLANNING PROCESS
4
The typical planning process has the consumer
in the center. You would then determine which
media channels that consumer spends time in.
CONSUMER SURROUNDED
BY MEDIA CHANNELS
On-Product
Direct Mail
In-Store
Event
Radio
OOH
Print
Phone
Computer
Tablet
TV
THIS SOUNDS
IDEAL RIGHT?
Mobile media, mobile marketing
Monday, May 20, 13

5. TCF5
IT’S NOT. HERE IS WHY:
This process was developed when media was static.
It was developed before everyone had a
connected device on them 24 hours a day.
Mobile media, mobile marketing
Monday, May 20, 13

6. TCF
THE PHONE IS THE USER
THE USER IS THE PHONE
LINNKING ALL MEDIA IN REAL TIME
Monday, May 20, 13

7. TCF
MOBILE AS CHANNEL | BROKEN CONNECTIONS
7
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
OOH
Radio
Print
In-Store
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
MOBILE
PERMANENT
CONNECTION
When mobile is
planned as a
channel you wind
up with
disconnected
media experiences.
Plans that don’t
provide for
transactional
experiences
Mobile media, mobile marketing
Monday, May 20, 13

8. TCF8
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
OOH
Radio
Print In-Store
MOBILE
PERMANENT
CONNECTION
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
When mobile is
used as a platform
all of your media
becomes
transactional,
social, and
contextual based
on location, user,
time, etc.
MOBILE AS PLATFORM | CONTINUOUS CONNECTIONS
Mobile media, mobile marketing
Monday, May 20, 13

9. TCF9
BUT WHY WILL A MOBILE LED OMNI-
CHANNEL FRAMEWORK BE BETTER?
Monday, May 20, 13

10. TCF
On-Product
Direct Mail
In-Store
Event
Radio
OOH
TV
Print
BECAUSE WE ALL INTERACT
WITH MEDIA DIFFERENTLY
How media impacts the user
changes dramatically
depending on the connected
device the user has
A OOH placement for example
can gain contextual relevance
if interacted with a connected
device
Monday, May 20, 13

11. TCF
... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATION
desktops tablets phones
Mobile media, mobile marketing
Monday, May 20, 13

12. TCF12
WHAT IS THE ADVANTAGE OF
THIS FRAMEWORK?
TO “CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFORE YOU...”
Monday, May 20, 13

13. TCF
OMNI-CHANNEL IMPLEMENTATIONS
= MORE MONEY = WINNING!
AUDIENCE SIZE CAN INCREASE BY +135%
CONSUMER DROP OFF CAN IMPROVE BY +20%
OVERALL CONVERSIONS CAN INCREASE BY +19%
Source: Insight Express Mobility Study (blinded)
Monday, May 20, 13

14. TCF14
THE BASIC FRAMEWORK
FOR SUCCESS
Monday, May 20, 13

15. TCF
ONLINE
TV
PRINT
EVENT
IN-STORE
RADIO
OOH
EMAIL
PRODUCT
DM
TIME/LOCATION
EMOTIONAL
COGNITIVE
The Brand
•Data the brand knows about the user
•Third party intelligence
•User personas
Media Type
User:
•Time/Location
•Device Type/Cognitive
•Emotional
USER
T CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +T CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +
THE MEDIA, BRAND AND CONSUMER UNIVERSE
THE CONNECTED DEVICE = THE USER
The king pin from which everything pivots:
TRANSACTIONAL, SOCIAL, PERMA CONNECTION
BRAND
Mobile media, mobile marketing
Monday, May 20, 13

16. TCF
DECONSTRUCTING THE MODEL - THE USER
The current psychological
state of user. Based on not
only the individual (current,
past stress, desires and
needs) but how they are
effected by location and
cognitive abilities
What the phone knows:
Where the user is. What
media they are looking at. The
temperature, time of day, etc.
How the user processes
information (device differences)
very addressable
very addressable
addressable
These three things help to
formulate intent. This intent is
leveraged by the brand:
TRANSACTION, SOCIAL
Mobile media, mobile marketing
Monday, May 20, 13

17. TCF
DECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE USER
ONLINE
TV
PRINT
EVENT
IN-STORE
RADIO
OOH
EMAIL
PRODUCT
DM
TIME/SPACE
EMOTIONAL
COGNITIVE
Media Channels
TIME - LOCATION - EMOTIONAL - COGNITIVE
•Media Channel impacts:
•The device you use and the content you consume
•Media Channel + Place impacts:
•Cognitive (device type) - Emotion - Content
•Media Channel + Time impacts:
•Content
•Media Channel + Connected Device impacts:
•Connections to other media channels (Brand) via
the connected device.
IMPLICATION:
Media regardless of channel can no
longer be thought of as static
Mobile media, mobile marketing
Monday, May 20, 13

18. TCF
THE BRAND - DATA THE BRAND KNOWS
•Sales
•Behavioral
•Lifestyle
•Attitude
•Preferences
•Third party (e.g. research or DSP)
DECONSTRUCTING THE MODEL - THE BRAND
Mobile media, mobile marketing
Monday, May 20, 13

19. TCF
THE
COLLECTIVE
FACTORY
@august_west
hello@thecollectivefactory.com
APRIL 22, 2013
Mobile media, mobile marketing
Monday, May 20, 13

20. THAT’S IT.
FOR NOW
CONTACT:
Gene Keenan
gene@thecollectivefactory.com
415-218.7369
http://www.thecollectivefactory.com
Monday, May 20, 13