Ben Phillips - Global Head of Mobile at MediaCom - Keynote Slides Mobile Moments 2016

1. Mobile Fundamentals
The new oil
Ben Phillips
Global Head of Mobile, MediaCom

2. 01
Be bolder with
mobile
You’d expect me to say this
02
Consumer
Behaviour & Trends
03
Mobile is not just a handset
Connected devices
04
Measurement is
EVERYTHING
Basics & Solutions

3. 01
Be bolder in mobile
You’d expect me to say that

4. Complex, Fragmented Mobile Landscape is a Challenge

5. Copy and paste desktop strategies to mobile
Source:MediaCom - BLINK

6. 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

7. • 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

8. 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

9. 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

10. Mobile considerations
BUSINESS OBJECTIVES
COMMUNICATION
OBJECTIVES
UNDERSTAND YOUR
AUDIENCE
IDENTIFY 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
+ =

11. 02
Consumer
Behaviour & Trends

12. Everyone has found
themselves in a situation like
this…

13. *Actual digital team meeting
…or like this*

14. 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

15. 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

16. Four key moments of need… four key opportunities for brands
I WANT TO
KNOW
I WANT TO GO I WANT TO DO I WANT TO BUY

17. Four key moments of need… four key opportunities for brands
I WANT TO
KNOW
I WANT TO GO I WANT TO DO I WANT TO BUY
WHEN DO CONSUMERS
REACH OUT TO YOUR BRAND
ON MOBILE?

18. 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)

19. 01
Mobile in not just a
handset

20. Source: AOL 2016
There are
563M+Mobile Devices and Connections
added in 2015

21. 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

22.  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

23. 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

24.  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

25. 05Measurement is
everything
Basics & solutions

26. If You Cant
Measure It You
Can’t Improve It.
Lord Kelvin

27. Complete Mobile Measurement Is
Difficult, but not Impossible
You just need the right Information
& the right Partner

28. There are ‘only’
about 8
million
possible
chromosome
combinations…
Your app signature is
more distinctive than your
DNA
1M
apps across
App Store &
Google Play
20
Average apps
per person
410x1093
possible combinations of
apps per platform
x =

29. Thank you