Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.

1. BUILDING
BRANDS
ON
MOBILE
gs1rrat@millennialmedia.com
Gavin
S1rrat,
Managing
Director,
EMEA
@gavjs
/
@millennialmedia

2. Trusted,
Independent
Industry
Leader
-­‐
NYSE:
MM
Independent
2011
MOBILE
ADVERTISING
SHARE
§ Founded
in
2006
by
mobile,
adverDsing,
and
media
innovators
§ No
operaDng
system
bias
§ PlaJorm
and
device
agnosDc
Mobile
Focus
All
Others
<10%
§ Not
part
of
a
major
PC
internet
portal
or
each
Google
24%
search
engine
§ We
don’t
sell
handsets
or
own
an
app
store
§ Mobile
adverDsing
is
all
we
do
Apple
15%
Millennial
Media
17%
Industry
Insight
§ Monthly
SMART
and
Mobile
Mix
reports
are
widely
sourced,
with
more
than
3000
agency,
press
and
analyst
references
@gavjs
/
@millennialmedia

3. Proven
Global
Mobile
PlaVorm
@gavjs
/
@millennialmedia

4. The
AWen1on
Economy
Brands
Struggle
to
Cut
Through
&
Engage
Whilst
Consumers
Focus
Elsewhere
@gavjs
/
@millennialmedia

5. Mobile
is
an
Immersive
Media
@gavjs
/
@millennialmedia

6. Filling
the
Inters1ces
of
Life
@gavjs
/
@millennialmedia

7. Mobile
is
Different
to
All
Other
Media
Mul1ple
Uses:
Browse
&
Consume
Media,
Search
the
Internet,
Download
Apps,
Play
Games,
Text,
Call,
Email,
Camera,
Videos,
Calendar
Available
On
The
Move
Mul1ple
Applica1ons
3G
&
Wi-­‐Fi
Capabili1es
Interac1ng
Together
The
Most
In1mate
Loca1on
&
Context
Personal
Device
Aware
Mul1ple
OS
Systems
User
Ini1ated
Adverts
to
Choose
From
Always
With
You,
Immersive
Always
On
@gavjs
/
@millennialmedia

8. Puang
Mobile
in
Context
Source: Chetan Sharma Consulting, April 2012
@gavjs
/
@millennialmedia

9. Mobile
Mass
Media
THE
RIGHT
CUSTOMER
IN
THE
RIGHT
PLACE
AT
THE
RIGHT
TIME
@gavjs
/
@millennialmedia

10. ACHIEVING
SUCCESS

11. Elements
of
a
Successful
Mobile
Campaign
TARGET
CONTEXTUALLY
BRING
ON
THE
BEAUTY
SOCIALISE
THE
EXPERIENCE
CLOSE
THE
LOOP

12. TARGETING
OPPORTUNITIES

13. Tac1cal
Targe1ng
When
Your
Business
Goal
Needs
a
Specific
User/Device
@gavjs
/
@millennialmedia

14. Content
Targe1ng
Made
More
Powerful
by
Scale
@gavjs
/
@millennialmedia

15. Contextual
Targe1ng
Make
Your
Message
More
Meaningful
@gavjs
/
@millennialmedia

16. Demographic
Targe1ng
AFFLUENT:
DATA
SNAPSHOT
Using
apps/sites
that
index
high
for
HHI
Publisher/Developer
registra1on
data
MEN
18-­‐34:
DATA
SNAPSHOT
Using
apps/sites
that
index
high
for
M18-­‐34
Publisher/Developer
registra1on
data
Reaching
the
Right
Consumer
@gavjs
/
@millennialmedia

17. Retarge1ng
Consumer
demonstrates
interest
in
1
your
brand
2
Consumer
is
enrolled
in
your
custom
audience
3
Execute
follow
up
campaign
to
your
custom
audience
Engage
with
consumers
who
have
expressed
an
interest
in
your
products
@gavjs
/
@millennialmedia

18. Understanding
Behaviours
MUMS
At
a
playground
or
park
Interac1ng
with
paren1ng
content
&
related
products
Browsing
informa1on
about
kids;
including
educa1on,
development,
behavior,
health,
&
ac1vi1es
ENTERS
LEAVES
AUDIENCE
AUDIENCE
ACTIVITY
LocaDon
AcDons
Views
Standard
A[ributes
TIME
@gavjs
/
@millennialmedia

19. Understanding
Purchase
Intent
IN-­‐MARKET
AUTO
BUYER
On
a
car
dealership
forecourt
Interac1ng
with
auto
content
Browsing
car
buying
content,
auto
news
&
reviews
ENTERS
LEAVES
AUDIENCE
AUDIENCE
ACTIVITY
LocaDon
AcDons
Views
Standard
A[ributes
TIME
@gavjs
/
@millennialmedia

20. A
UNIQUE
CREATIVE
CANVAS

21. Bring
Your
Brand
to
Life
IMAGINATION
+
SIMPLICITY
=
@gavjs
/
@millennialmedia

22. High
Impact
Ad-­‐Units…
Full-­‐screen
Inters11al
HTML
5
Interac1ve
Video
@gavjs
/
@millennialmedia

23. …Without
the
Hard
Work
Wireframes:
Design
your
own
mobile
experience
Retain
creaDve
control
.
Leverage
exisDng
creaDve
.
Drive
efficiency
&
results
@gavjs
/
@millennialmedia

24. Design
Your
Own
Mobile
Video
Experience
RETAIN
CREATIVE
CONTROL
•
LEVERAGE
EXISTING
CREATIVE
•
DRIVE
EFFICIENCY
&
RESULTS
CHOOSE
2
INTERACTIVE
BUTTONS
TO
SUPPORT
YOUR
SPECIFIC
OBJECTIVES
@gavjs
/
@millennialmedia

25. SOCIALISE

26. ‘Mocial’
–
Let
Your
Messages
Be
Socialised
@gavjs
/
@millennialmedia

27. CLOSE
THE
LOOP

28. Closing
the
Loop
–
Aun1e
Anne’s,
Coca-­‐Cola
&
Sparkfly
Case
Study
@gavjs
/
@millennialmedia

29. Brand
Ver1cal
Mix
–
1H
2012
@gavjs
/
@millennialmedia

30. CASE
STUDIES

31. Campaign
Summary:
Call
of
Duty
Black
Ops
II
GOAL:
Drive
awareness
&
consumer
engagement
ahead
of
the
game
release
date
and
generate
social
media
buzz
STRATEGY:
Targe1ng
–
male
environments,
inc
Games,
Social
&
Entertainment
channels
Brand
Crea1ve
–
Rich
Media
Photo
Shoot
&
Z
video
trailer
Social
–
Consumers
can
share
their
photos
on
Facebook
and
a
second
unit
enabled
Tweets
to
Call
of
Duty
profile,
directly
from
within
the
creaDve
To
download
the
full
campaign
summary,
visit
www.millennialmedia.com/adver1se/campaign-­‐successes
"Mobile
is
increasingly
becoming
a
key
touchpoint
for
our
core
and
growth
audiences,
and
the
flexibility
that
the
campaign
offered
really
drove
the
success
of
the
campaign.
We
were
able
to
provide
a
variety
of
rich
content
to
our
audience
in
a
personalised
way
that
other
touchpoints
couldn’t
offer.”
Eric
Folliot
–
Senior
Brand
Manager
–
Call
of
Duty
@gavjs
/
@millennialmedia

32. Campaign
Summary:
Call
of
Duty
Black
Ops
II
@gavjs
/
@millennialmedia

33. CONCLUSIONS

34. Building
Brand
Affinity
-­‐
Ac1on
Items
1.
Target
Your
Audience
Intelligently
–
the
right
3.
Encourage
the
Innate
Desire
customer,
in
the
right
place,
at
to
Share
the
right
Dme
Campaign
2.
Delight
Your
Audience
by
op1mised
based
on
Targeted
4.
Bridge
the
Digital/Physical
mobile
ad
Building
BeauDful
Content
voucher
performance
Divide
-­‐
Close
the
Loop
Redemp1on,
Consumer
purchase
&
downloads
CRM
details
unique
passed
back
voucher
to
to
retailer
their
mobile
Voucher
redeemed
instore
at
POS
@gavjs
/
@millennialmedia

35. The
Global
Leader
in
Mobile
Intelligence
Providing
a
comprehensive
view
of
the
market…we
enable
adverDsers
and
developers
to
make
smart
decisions
about
their
mobile
adverDsing
and
moneDzaDon
strategies.
￭ More
than
20,000
subscribers
a
month
￭ Our
data
is
used
by
thousands
of
adver1sers
and
agencies
￭ Referenced
by
The
Guardian,
Paid
Content,
NMA,
Mobile
Marke1ng
Magazine,
ME
Magazine,
The
Drum,
Fortune,
Bloomberg,
TechCrunch
and
many
more
Sign
up
now
at
www.millennialmedia.com/mobile-­‐intelligence

36. WORKSHOP:
THE
BRIEF

37. The
Brief
Brand:
‘The
Coffee
House’
a
ficDonal,
arDsan
coffee
shop
Target
Audience:
16
–
34
YO
urbanites,
ABC1
Budget:
£30,000
The
Brief:
Launch
a
new,
local
coffee
shop
in
a
busy
UK
city.
CompeDDon
is
fierce,
so
consider
intelligent
audience
targeDng,
with
appropriate
environments
&
Dmes,
innovaDve
creaDve
&
viral
opportuniDes
to
deliver
earned
media
from
the
ad
buy.
Rate
Card:
Standard
Banners
£0.15
CPC
(Performance)
Rich
Media
£6.50
CPM
(Brand)
CreaDve
formats
built
Free
of
Charge,
as
part
of
media
buy

38. THANK
YOU.
TO
LEARN
MORE
VISIT
WWW.MILLENNIALMEDIA.COM/BRANDS
Gavin
S1rrat
Managing
Director,
EMEA
gavin@millennialmedia.com
@gavjs