1. #BORNMobile
@AdU by #ThinkLA
Laura Schneider
Mobile Manager
OMD | Airwave

2. Ben Abt
• Studied Advertising @ The University of Missouri’s
School of Journalism (Best in the World)
• 6+ years of Agency Experience “Lifer”
• Pepsi, Visa, Apple, Hilton, Activision, HTC, HP,
CBS, The CW, Nordstrom, Disney, Showtime,
Levi’s, WB, Walgreens, eHarmony, GE, etc.

3. Mobile Adoption Rate Snapshot
5.1 Billon
Mobile
Devices 4.2 Billion
Toothbrushes

4. Unprecedented Growth
Time it took to reach an Audience of
50 Million
35yrs. 13yrs. 5yrs. 2.5yrs. 1.5yrs.
We are just beginning to see what is
possible…

5. The Old “Day in Life”
The New “Day in life”
Mobile Permanently Changing Daily Habits

6. 6%
9%
40%
22% 23%
29%
11%
43%
16%
1%
Print Radio TV Internet Mobile/Tablet
% of time spent in Media % of Ad spending
Time Spent vs. Ad Spend per Media
But Why Hasn’t The Industry Caught Up?

7. Mobile is an Entire Delivery Platform
The
Mobile
Ecosystem

8. OOHPRINT TV/RADIO
INTERNET/
ECOMMERCE
Mobile Bridges All Mass Mediums

9. Apps
Ad Networks
Audiences
Premium
Mobile Lives Across A Variety of Sites & Networks

10. Mobile Targeting is Advancing

11. Mobile Devices Have Different Roles
Utility, location, quick
research, short content
snacking, casual gaming,
mobile payments
Entertainment, leisure,
heavy-browsing,
shopping
Smartphones:
A Constant
Companion
Tablets:
A Recreational
Utility

12. vs.
94M
average time
spent
72M
average time
spent
Mobile Web Apps
Snack vs. Main Course
Snack vs. Main Course

13. Mobile Web Apps
Device agnostic
Fragmented by OS and
Device
Creative limitations due to
ubiquity
Enhanced creative
capabilities, ability to tap into
native device functions
(swipe, accelerometer, etc.)
Ease of discoverability via
mobile search
Discoverability issues due to
fragmentation, but a
download lives n consumers
devices
Shorter time spent –
consumers are direct, to the
point, in and out
Looking to spend time – play
games, read content, watch
videos, socially connect and
engage

14. Once you have the user’s attention, it’s important to
ensure the content you have after the click is engaging
Short-form
Mobile Video
Hot or Not Mobile Ad Formats

15. How can I
target my
audience
through mobile?
How does this fit
into my plan
strategically?
What unique
value can
mobile bring to
the campaign?
How does my target audience use
mobile? What activities are
prevalent amongst this group?
What mobile destinations do they
frequent?
Is mobile the right platform to
deliver my message? How can
I tailor the message so that it’s
relevant in mobile? Should I
focus on handheld, tablet, or
both?
What can mobile do
for the campaign that
no other medium
can? Can mobile
complement another
medium?
Developing a Mobile Strategy – 3 quick questions

16. Mobile Basics
Connecting with
Consumers on-
the-go
Continue the
Conversation
Handset & tablet
optimized
destinations
Banners
Interstitials
Using location-
aware
opportunities
Driving consumers
in-store
Enhancing
relevancy
Mobile CRM
Passbook
Opportunities
Enhancing in-store
experiences
Long Term Branding in Mobile

17. Holistic Approach to What’s Next
2020s
FIRST People Used to Dance
@ Concerts
NOW They Video / Check-in
/ Share / Tweet / Instagram
straight from their mobile
devices
NEXT hands free
“wearables” to Video /
Check-in / Share / Tweet /
Instagram from Glasswear -
powered by their mobile
devices