Marketing Event Agenda

Agenda
• Jonathan Beeston – Efft Frontier – New trends in performance marketing

• Andrew Booth – The Hut Group – 3rd party platforms

• Tim Woollias – Google – Attribution

• Raphaelle Tripet – Inmobi – Best practice mobile advertising

• Gavin Sathianathan – Facebook – Timeline & open graph apps

• Jan Miczaika – wooga – ROI-driven user acquisition on Facebook

• Bruce Daisley – Twitter – Twitter as a direct response channel

• Scott Button – Unruly – Social video advertising

• Collette Ballou – Ballou PR – Managing your PR agency

• Jessica Butcher – Blippar – How to make advertising interactive
3

New trends in performance marketing
Jonathan Beeston, Director, New Product Innovation

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Any market with over-supply of inventory is
best monetised by auctions.


Where Search has led, Social and Display
are following.


Three Ways to Buy Display

Premium
Why? Strong content delivering big reach or niche audience
Why not? Expensive
Examples: Yahoo, Microsoft, AOL, NY Times, Facebook
Primary Pricing: CPM
Technology: Ad Serving, Analytics


Network
Why? Reach through inventory aggregation, unique targeting
Why not? Limited control. Opaque pricing. Audience leakage

Examples: Specific Media, AOL, Google Display Network
Primary Pricing: CPM, CPC, CPA
Technology: Ad Serving, Analytics, SEM Platform


Exchange
Why? Reach with frequency control. Unbundled data access

Why not? Resource intensive
Examples: Google AdX, Admeld, Right Media, OpenX, Rubicon, AppNexus
Primary Pricing: CPM, Auction
Technology: Demand Side Platform, Data Management Platform, Analytics


ready, the display toolset is
If you are
unbundled.


A quick case study: Team Detroit


In 1 quarter reached

120 million
unique cookies ‘auto intenders’

In that quarter only roughly

2.5 million
new cars were sold


How we define Auto-intenders in 2012

Third party data being used to identify in market audiences
based on their actions across the web
Requesting a quote from a Polk-Modeled Search
dealer, searching for a car Buyers Retargeting
by make/model/type and
requesting dealer locations


New Approach Results in Campaign & Operational Efficiencies

February 2011 February 2012
Planned Number of Number Planned Number of Number
media: campaigns of line media: campaigns of line
Display items Display items
and Video

49 1,650 3.5X 54 396


Key Takeaways

1 Leverage networks for what they do
uniquely well

Own your site data (retargeting)

2
3 Constantly test and learn from audience
targeting

GM CONFIDENTIAL
13

summit-emea.adobe.com
London, May 15 & 16
15

EMEAevents@adobe.com


Agenda
• Jonathan Beeston – Adobe – New trends in performance marketing


• Tim Woollias – Google - Attribution

• Raphaelle Tripet – Inmobi – Best practice Mobile Marketing






1

Attribution: The State of
Play

01.05.12
Tim Woollias – Industry Head, Retail

Google Confidential and Proprietary 1

Insights from research


Marketing attribution study

Two stage study

– 607 agency and
client-side responses
– 22 in-depth interviews with
attribution professionals

Focus

– Benefits of attribution
– Approaches and
technologies used
– Keys to success

Attribution modeling is still in early stages, but
showing strong promise

83% practice attribution for
less than 2 years

28% began in the
last 6 months

72% agree that attribution
enables better budget
allocation

Source: Econsultancy/Google Analytics whitepaper -- Marketing Attribution: Valuing the Customer Journey

Marketers have a variety of goals for attribution

High Priority Medium Priority Low Priority

Justifying digital
spending 62% 28% 10%

Create most effective media
mix 57% 36% 7%

Understanding funnel
& sales cycle length 47% 42% 11%

Correctly determining
affiliate payments 36% 39% 25%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Number of respondents: 179

Last click is still the most common method

Agencies Clients

Last click 54%
54%

Customized by channel 41%
25%

First click 41%
24%
Unique methodology 35%
20%
Unsure of method 13%
16%
Linear 29%
10%
Time decay 19%
9%
Other 5%
7%

0% 10% 20% 30% 40% 50% 60%


No technology standard exists today

9%
Agencies

17%

35% Excel/spreadsheets
32%
Externally built attribution
technology
30% Clients
Custom built,
24% in-house technology
Outsourced

25%

21%


Insights from experiments


The true value of generics is often hidden

Looking at advertisers with significant investment increase in generics

Last Click Generic Term Conversions
167% growth

Where did this growth in branded
conversions come from?

Last Click Brand Conversions
62% growth
Sales

Q3 Q4

Source: Google internal, Cross-Advertiser Search Funnels Analysis
Google Confidential and Proprietary

Generic investment creates brand queries

Branded Conversions preceded by Generic clicks grew at a
rate that was 10x that of Brand-only

Brand conversions exposed to
Generic Terms

329% Growth

Sales

Q3 Q4

Source: Google internal, Cross-Advertiser Search Funnels Analysis

This effect builds over time

2,000 120
1,800
2009 2010
100
1,600
Indexed Query Volume

1,400

Category Spend
80
1,200
1,000 60
800
40
600
400
20
200
0 0

Brand Queries: Branded Query Volume

Generic Category Investment

Source : large European retail client (real data / anonymous)
11

People research online and then purchase offline

Offline sales are
28% digitally influenced

39% Offline sales revenue
is digitally influenced

Source : The Deloitte Multichannel Consumer Survey, Sept 2011 (UK) ; figures supplied for information only and are not endorsed by Google


A quick case study


Key consumer journey metrics : multiple interactions, and time

74% of sales revenue involves multiple interactions
42% of sales take longer than 1 week to convert

Search from Last Click to First Click
3 Laura Ashley campaigns illustrate
the common finding that as we
Search CPA % Shift attribute to earlier clicks Brand CPAs
rise while Generic and related CPAS
fall

Questions?


Agenda
• Jonathan Beeston – Adobe – New trends in performance marketing


• Tim Woollias – Google - Attribution

• Raphaelle Tripet – Inmobi – Best practice Mobile Advertising






1

The World’s Largest Independent
Mobile Ad Network

Best practice mobile advertising

Raphaelle Tripet
Head of Strategic Sales EME

InMobi: Independent Leader in Mobile Advertising

 94 billion+ monthly ad impressions

 580 million monthly unique users

 Live in 165 countries Across 25,00 + Mobile Sites & Apps

 $216 Million Investment

Global Footprint with
Global Footprint Regional
Regional Expertise
Expertise

PAGE 2

We’re a Global Mobile Display Ad Network
• 18 Regional Offices
• Tops Talents from Google, Nokia, Yahoo & Microsoft • 4 years + of Mobile Expertise

Stockholm

London
San Francisco Berlin Seoul
Paris
Chicago New York Madrid
LA Tokyo
Dubai Mumbai

Bangalore

Nairobi
Singapore

Johannesburg
Sydney

PAGE 3

Media Consumption - Global

The average mobile web user
consumes 7 hours+ of media daily

Mobile devices represent
27% of this time

Mobile share of media
Is ahead of TV
And catching up with online

PAGE 4

Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012

Media Consumption - UK

The average UK mobile web user

Consumes 9 hours of media daily

Mobile represent 28% of this time.

Mobile has overtaken
Both TV and Online Media

PAGE 5


Media Usage Is Not Independent - Global

% of respondents who spend time on
39% mobile while watching TV

98 min/day 117 min/day
TV Mobile

There is significant dual screen behavior

PAGE 6

Source: Decision Fuel and InMobi research, sample n = 8,644 – Feb 2012

Media Usage Is Not Independent - UK

% who spend time on mobile
71% while watching TV

2.3 hr/day TV
TV Mobile 2.5 hr/day

That Makes Mobile an always-on companion to TV watching

PAGE 7

Source: Decision Fuel and InMobi research, sample n = 8,644 – Feb 2012

Mobile is used Throughout The Day - Global

PAGE 8


Mobile is used Throughout The Day -UK

PAGE 9


Yes, Users Are Already Shopping Away!

PAGE 10

But What Are Users Buying? - Global
Which of the following activities have you spent money on via your mobile?

Buying digital goods, including
games, e-books, subscriptions, 67%
music, apps, etc.

Buying physical goods, including
electronics, clothes, etc 35%
No, 47% Yes, 53%

Bill Payments, including peer-to-
peer payments, etc. 25%

Buying services, including
purchasing movie tickets, travel, 25%
etc.

PAGE 11

Source: Decision Fuel, On Device Research and InMobi research; sample n = 11,040 – Feb 2012

And They Will Keep Buying More! - Global

76% of consumers plan to conduct m- commerce in the next 12 months
+23% increase from where we are today

Current In 12 Months

No, 24%

No, 47% Yes, 53% Yes, 76%

PAGE 12

Source: Decision Fuel, On Device Research and InMobi research; sample n = 11,040 – Feb 2012

Tablets and Mobile Shopping – US/UK
Over 50% of tablet owners shop on it at least once a week – 12% every day!

Frequency with Which US Tablet Owners Use Their Average Amount that UK Mobile Buyers Spent in
Tablets to Shop, Nov 2011 Q4 2011 on M-Commerce

Less than
monthly
10% £100-
£1,000
2-3 times
7%
per month £1,000+
24% Every day 11%
12%
>£10
45%
Once per
month
More than 13%
once per
week £10-£100
21% Once per 37%
week
20%

PAGE 13

Source: Zmags, "Meet the Connected Consumer" conducted by Equation Research, 16th Jan 2012

Mobile Advertising has Evolved

PAGE 14

Rich Media Advertising Key Features

PAGE 15

Dyson– Gamification of Experiences

PAGE 16


PAGE 17


PAGE 18

Puma – Play Away

PAGE 19

Seiko – Personalise Your Watch

PAGE 20

Seiko – Integrate Your Ad To Facebook

PAGE 21

KIA – Bring The User Into The Experience

PAGE 22

Ford B-Max – Tie Your Brand To An Event

PAGE 23

Ford B-Max – Drive Leads

PAGE 24

Ford B-Max – Drive Leads

PAGE 25

Evian – Give Health Tips

PAGE 26

Levi’s –Customise and Buy

PAGE 27

Global Creative Awards & Recognition

Sega Samurai Bloodshow
2012 IAC Award
Best Mobile App/Ad

Samsung Galaxy
MMA 2011
Innovation Award

Alice in Wonderland
“Future of Mobile Advertising”
Steve Jobs, Former CEO, Apple

Titan “New Stay”
2012 Gold Winner
2012 Gold Winner
Indian Digital Media Awards
Indian Digital Media Awards
PAGE 28

Timeline and Open
Graph apps
Gavin Sathianathan

Timeline – your identity
online

Timeline apps: Apps bring
your timeline to life

Read
Listen
Watch

I + {Like} + {Object}
Cook
Run
Want

How does this work
Ticker Timeline

Newsfeed

Guardian case study
• 8M installs in 5 months, c. 40K signups up
per day
• More than 4M users in the last month; Over
the same period, over 8M uniques came to
the guardian.co.uk from Facebook
• “The Facebook app has been phenomenal. Over
half of the app's users are 24 and under –
traditionally a very hard-to-reach
demographic for news organisations. The
Facebook development cost has already been
recouped through ads”
“Last month, we Miller, seismic
Andrew felt a Guardian CEO
shift in our referral traffic. For
the first time in our history,
Facebook drove more traffic to
guardian.co.uk than Google for a
number of days, accounting for more
than 30% of our referrer traffic”

Tanya Cordrey, Guardian Director of

Video case studies

• Since integrating • Number of MAU has • Published actions
the Open Graph, grown from 250K to on Facebook
Dailymotion’s MAU 6.5M since Sept 2011 increased 600%
has grown 300%
• Number of videos • Referrals from
• Adding almost 2M people view per day Facebook to VEVO
users per day has increased by 3x increased 130%

• 60% of Facebook
referral traffic
now comes from
Open Graph stories

How to get started?
Check out some Timeline Apps at
https://www.facebook.com/about/timeli
ne/apps

ROI-driven user acq
on Facebook

Market for
intent – but
demand
generation?

Age groups Gender
15-24
16% 19% 25-34
35-44 49% Men
16% 16% 45-54 51% Women
55-64
17% 16%
65+

Age groups
Massive
Gender
15-24
waste trying
16% 19% 25-34
35-44
to reach Men
49%
16% 16% 45-54
55-64
demo
51% Women

17% 16%
65+

Zero waste
in reaching
target demo

Average CPM
+23% since
Q1 2011

Facebook advertising is awesome,
when done right
Customer Value Attribution

Layering Demo Data Maturity Curves
Jan Miczaika, jan@wooga.com

Twitter brings you closer

Bruce Daisley | @brucedaisley
May 1st 2012
#Balderton

#Balderton @brucedaisley

Instantly connect
people everywhere
Instantly connect
people everywhere
to what’s most
to what’s most
meaningfulthem.
meaningful to to them


By the numbers
450M+
Unique Visitors / Month

140M
Active Users

2006 2012


Billions of Tweets served

1,000,000,000
Then: 3 years, 2 months, 1 day

Now: 4 days


Information

5

Not about tweeting
Everyone listens

60% 100%
Produce
Listen


Connect through interests

my job news brands

tech comedy


shorter than URL

more personal than
phone number

more memorable
than both


Engagement matters
1-3% Twitter
0.05% Standard Display


#FlyFwdGiveBack

“The conversations around these campaigns
resonated with our guests and led to one of
 our most successful revenue generating
days ever.”

Abby Lunardini
Vice President, Virgin America


#nowplaying


Mentions of Florence & The
Machine

100
150
200
300
350
450

250
400

50

0
16/02/2012 Midnight
01:00:00
02:00:00
03:00:00

Airtime
04:00:00
05:00:00
06:00:00
07:00:00
08:00:00
09:00:00
10:00:00
11:00:00
12:00:00
13:00:00
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
FLORENCE & THE MACHINE

/ 21:50

20:00:00
21:00:00
22:00:00
23:00:00
2012-02-17 Midnight
#Balderton : 2:20 / 5.30 / 10:30 / 14:45 / 17:30 @brucedaisley
3
1

Twitter brings you
Instantly connect
closer.
people everywhere
to what’s most
meaningful to them.


SOCIAL VIDEO
ADVERTISING

MAY 2012 Balderton marketing tools event

WHO we are & What we do
Founded in 2006 with the vision of creating a scalable global
platform for social video advertising
Global footprint
• London hq
• Offices in New York, San Francisco, Chicago, Berlin, Paris, Stockholm,
Amsterdam, Sydney
• 130 staff
Massive scale
• 725MM unique users globally
• Leading technology platform – meme – delivering 300TB video content &
200+ campaigns per quarter
• Relationships spanning over 14,000 active media partners and 360 brands

Our Mission: “to deliver the
most awesome social video
campaigns on the planet”
2

How this works in practice

$$$
Consumers $$$ Brands
• 725 million monthly
unique users • 2,000+ campaigns since
launch
• 1.6 billion views with
Media Partners Agencies • 400 campaigns YTD
341 million YTD meme • 360+ brand count
Media
Engagement & • 220+ agency clients
PC • 14,000 media partners Measurement • 76% of media agencies
• 80% of views are
‘earned’ rather than
Engine work with Unruly
across multiple brands
Mobile & Tablet bought

IP-Connected Devices
Content

Products

We are the leading global platform for social video advertising
3

Social video in context
Social video has a unique role within the media mix

TV
Social
VOD Pre- video Digital Cinema Mobile
Roll Outdoor

Broadcast On demand Outdoor Campaign glue,
‘push’ video Engagement broadcast High impact AV reach users on
platform medium platform medium the move

Mass
awareness Support TV Drive Reach people Captive and Integrate all
conversation on the move engaged media and
The core Incremental between (generally a audiences sales channels
medium for coverage + brand and support media Showcase for (‘always on’
rapid brand reach customer channel) creative device)
building
Deliver on
social media
KPIs

Social video goals

awareness Attention
Delivering reach against a target Engage audience with a brand’s core
audience message for sustained period of time
#Views #Posts #Shares #Interactions #Dwell time

action
advocacy Drive audience to purchase or transact
Build relevant brand champions #Clicks #Polls/Surveys completed etc
#Likes #Tweets #Comments

T-mobile
The wedding Planning
T-Mobile The Wedding Creative
Build audience and site profiles
Proprietary dataset
Unruly Player Unique video database

Production
Video transcoding
Interactive overlays
VAST compliant

Distribution
14,000 media partners
Google AdX certified
Facebook whitelisted

Analytics
Automated real-time tracking
Social analytics dashboard
Ad verification software

BACKGROUND CHALLENGE STRATEGY RESULTS
• To coincide with the Royal wedding • Drive ACTION and ADVOCACY • Initial teaser stage helped to drive • #1 trending video on YouTube and Viral Video
T-Mobile staged a wedding entrance buzz, interest and conversation Chart
• Deliver 235,000 views in 9 days
to top them all and we helped to • Highly influential bloggers sent to the • 57K on top of the guaranteed views, in total
• Drive Sharing and Conversation
make sure everyone was talking event producing excellent editorial over delivering by 24%
about it integrations • 3.42% click through drove further organic
• 2.5K sites invited to run the video share and plays
• 1.51% Share Rate
• 6th Most shared ad ever on the planet with
1.4m shares and 22.8M views on YouTube
• ACTION and ADVOCACY = DELIVERED

vodafone
VOICES ACTIVATION Planning
Proprietary dataset
Unique video database

Production
Unruly Player Video transcoding
VAST compliant

Distribution

Analytics

• From August to November 2011, • Drive AWARENESS and ACTION • The video was distributed to targeted • 1,958,113 plays were delivered, representing
Vodafone released a series of videos Deliver 1,711,230 video views blogs and sites across UK,DE, NL, IE, 14% over delivery
promoting their partnership with across pre-selected markets NZ and ZA • 1.3 million Twitter exposures were achieved,
McLaren Mercedes • Secure 15 editorial placements, and • International outreach enabled us to including a RT by @jensonbutton himself
• There were 8 videos in total, each 50,000 Twitter exposures identify niche blogs within the target • 93 total site placements were secured, of
featuring Jenson Button and • Encourage viewers to click through territories, and secure editorial which 18 were editorial integrations
corresponding to a Grand Prix in a to the Vodafone Facebook page placements • A high click through rate of 2.26% was
different country delivered across the campaign

RANGE ROVER
BEING HENRY Planning
Proprietary dataset

Production
Video transcoding
VAST compliant

Distribution

Analytics

• Throughout May, Range Rover • Deliver 1,363,637 views of the • The video was distributed to • 1,439,799 views of the video were
were running a competition to video targeted blogs and sites across all delivered
celebrate the release of the • Drive submissions of the data territories • 42,858 data forms were submitted
Evoque form • Analysis of key metrics allowed through the Unruly player
• The campaign aimed to drive • Encourage viewers to watch the for optimisation of data • 935,294 people – 65% of all viewers –
data form submissions and clicks video through to completion submission, video completion and watched the video in its entirety
through to country-specific • Deliver clicks through to the clicks through to the country • CTR above the Unruly average at 6.45%
Evoque sites Evoque site for each country specific Evoque site (average 1.97%), with more than 90k
people clicking through to local-
language Evoque sites

VOLVO
OCEAN RACE
Planning
Proprietary dataset

Production
Video transcoding
VAST compliant

Distribution

Analytics

• From February till March 2012 we ran • Drive AWARENESS, ATTENTION and • Multi-lingual digital natives worked • 861.813 secured views (3% over delivery on
a campaign for Volvo which was ADVOCACY. with a number of our international contracted amount)
aimed at delivering multi- territory • Reach a broader target audience publisher partners such as Brandish,
awareness of the Ocean Race event, a than specifically a motors-loving Farevela and Fou de Golf to secure the
nine months sailing challenge all over demographic. target environments • 14,000 social media exposures via Twitter
the world, and highlighting Volvo’s • Delivering video content consumers • Deploy one of Unruly’s newest
sponsorship of the same event. to a bespoke Volvo Ocean race products, the Buzz Box, to overlay the • 35 editorials were secured across 54 hyper-
• The race is undeniably the world’s webpage containing a wider content within the video player and pull targeted placements
premier global race and one of the selection of videos & providing the in live tweets containing the twitter
most demanding team sporting same audience the opportunity to #volvoocanrace • AWARENESS, ATTENTION AND ADVOCACY
events in the world. read and tweet live updates on the DELIVERED
race in real time via a live twitter
feed

ea
BATTLEFIELD 3 Planning
Proprietary dataset
Expanded ECLIPSE Unit
Production
Video transcoding
Unexpanded ECLIPSE Unit Interactive overlays
VAST compliant

Distribution

Analytics

• In June, 2011 we aimed to drive pre- • Drive ADVOCACY AND ACTION • Dynamic call to action animations on • 15 highly targeted placements secured on
orders and buzz around the new each video button to encourage users gaming environments within one week
• Create a multi-video ECLIPSE
Battlefield 3 to explore the unit and increase their • 18,896 UK ECLIPSE engagements delivered,
delivering exciting new footage
time with unit over delivering by 19%
from the game for users to engage
• Incorporate prominent “Pre-Order” • 19.5% CTR linking users to the pre-order page
with
button to drive CTR • 4 minutes Average dwell time
• Secure placements targeting the
• Undertake bespoke outreach to fans of ADVOCACY AND ACTION= DELIVERED
gaming community •
the Battlefield series
• Target influential gaming environments
to increase reach and frequency

Let’s talk about our worst PR agency
stories

I’ll start

PR agencies sell time and they must optimise
the price for that time as there's not a lot of
productising in PR.

Good agencies in are frequently at capacity
and can pick and chose their clients

Client and staff turnover are huge issues –
agencies need to minimize both

Over-servicing destroys those margins

Agencies want good clients. That’s what
makes the difference.

PR does not replace sales – it works in
tandem with it

PR takes time – up to eight/nine months
depending on whether or not you already
have traction and your industry

© Copyright. Ballou PR. All rights reserved

It takes time to bring a client on board, understand what
they do, and start the machine. So a prospect who insists
that they need coverage right now, has other unrealistic
expectations, a small budget, not understanding that it
takes time, and (worst of all) trying to negotiate prices to
as low as possible is automatically identified as a bad
prospect and passed on. Now matter how awesome their
company is.


How to make this all work for you

Know where you fit in – what you have that will
give you leverage

The way agencies rate prospects – know what
you’ve got to leverage:
• Nice people to work with
• Marquis client
• Understand PR
• Interesting challenge
• Pay market rate – or a premium
• Pay on time


Tips on being an irresistible prospect:

• Know your budget and tell the agency what it is up-
front — they can work with small if you're not in a
rush
• Listen to the agency if they tell you the budget is not
enough. Sometimes we get creative – we bundle the
3K/month you have for the rest of the year into an
amazing project that gets you tons of coverage
• Approach the agency 2-3 months before you need to
start PR
• Prepare an agency brief and take the time to talk to
the agency.

Tips in being an a great client – who will inspire the agency to
go above and beyond:
• Start off on the right foot – draft a brief
• Make sure the agency is in the loop, especially on
confidential matters
• There is always news: let your PR people tell you what is
news in your company, that’s their job
• Be a loveable client: we give freebies to clients who treat
us well/appreciate us
• Regular communications with your agency is crucial. I
like to be in management and even BoD meetings, and
team likes to imbed at least 1x/month
• Dedicate spokesperson’s time to effort


Ballou PR Current Clients: France

@balloupr
http://www.linkedin.com/in/coletteballou
Sign up for our newsletter: http://www.balloupr.com/
More about us on Prezi: http://prezi.com/qa40-8nmlcxr/global-ballou-creds/


April 2012

Blipp [blipp] v. & n. blipp-ed, blipp-ing:�the action of instantaneously
converting anything in the real world into an interactive wow experience.

What is blippar?
Blippar™ is the ﬁrst image-recognition platform for smart devices targeted speciﬁcally
at media and brand to consumer interaction.

blippar.com • facebook.com/blippar • twitter.com/blippar • youtube.com/blippar1

Why choose
blippar?
We have the fastest, stickiest image
recognition in the world today
One free, global iOS/Android app
One simple, clear call-to-action to ‘blipp’
Instant ‘wow’ engagement and interactivity. No codes or markers
Our large user base is growing daily
World experts on this new ‘medium’
We have the most diverse applications of the tech to date


Powerful analytics
Each blipp campaign can be assessed using our extensive analytics suite which maps every
single ‘blipp’ in real time. Clients can track individual users and their ‘in blipp’ interactions.
Please contact us to discuss the extensive tracking capabilities of our tech.
BRANDS

=


What can blippar do?
Any real-world creative e.g. press ad or page, logo, billboard, POS, package or signage can
be used as a ‘marker’ or instant trigger (no codes, watermarks or tags) to enable any
smart-phone action.

ACTIONS EXAMPLES
Direct Response/ Conversion Ring phone number now
Add to calendar
Buy now: instant m-commerce
App download
M-couponing/vouchering

Instantaneous Content Delivery Augmented reality overlay – 2D or 3D hovering ‘on’ or ‘around’ marker
Video – ‘tracked’ to marker or full screen play
Dynamic content – GPS enabled nearest ‘x’, API/ XML-feed e.g. travel or weather info
Instant download e.g. music track, book excerpt, recipe ﬁle, product manual

Web linking Campaign site, Facebook, YouTube

Interactivity Touch screen game on device, or ‘off’ marker
Real time polling and voting
Competitions (every xth, random daily)

PR initiatives Treasure hunts and ‘reveals’, unlocking daily secret content, time machine,
teleporter etc.

…and you tell us! The range of options available via blippar is growing weekly.


We’ve already worked with...
...some fantastic brands and would love to work with you.


Instructions
Download blippar from iOS App Store or Android Market (selected handsets only). Ensure you
have the latest version if you’ve already downloaded it. Simply hold your phone over each
marker in ‘blipp’ mode, ﬁlling the camera screen with the image.

Enjoy, share and give us your feedback!

PLEASE NOTE: BLIPPS CAN ‘EXPIRE’ SO IF YOU EXPERIENCE ANY PROBLEMS WITH THE MARKERS
IN THIS PACK – CONTACT US FOR LATEST ‘LIVE’ PACK.


CLIENT: Tesco PACKAGE: BlippStart

CLIENT: Universal Studios PACKAGE: BlippStart

CLIENT: IPC PACKAGE: BlippStart

new

CLIENT: Tesco F&F PACKAGE: BlippSmart

CLIENT: Crown Talent PACKAGE: BlippSmart

new

CLIENT: Tesco KX PACKAGE: BlippSmart

new

CLIENT: Taylormade PACKAGE: BlippSmart

CLIENT: The Wanted PACKAGE: BlippSmart

CLIENT: Transport for London PACKAGE: BlippSmart

CLIENT: Clinique PACKAGE: BlippSmart

CLIENT: Waitrose PACKAGE: BlippSmart

CLIENT: Future Publishing PACKAGE: BlippSmart

CLIENT: Domino’s PACKAGE: BlippSmart

CLIENT: NESTLÉ PACKAGE: BlippSmart

CLIENT: Virgin Media PACKAGE: BlippSuper

CLIENT: EMI PACKAGE: BlippSuper

CLIENT: XBOX 360 PACKAGE: BlippSuper

CLIENT: Omega PACKAGE: BlippSuper

CLIENT: Heinz PACKAGE: BlippSuper

CLIENT: Cadbury PACKAGE: BlippSuper

new

CLIENT: Sony PACKAGE: BlippSuper

CLIENT: Wrigley’s 5 Gum PACKAGE: BlippSuper/Bespoke

Blippar packages
We offer three blipp packages. Options per ad campaign/product.

1 BLIPPSTART 2 BLIPPSMART 3 BLIPPSUPER
Standard overlay with up to 3 links + Updating and dynamic content + Custom made blipp
Any graphic ‘scene’ positioned and Simple animation (translation/rotation/ Custom-made overlay
augmented over the marker with up to scaling of ﬁxed graphics) and/or 3D on
three web link links incorporated overlay Animation & 3D modelling

Client can provide jpg/ png assets as One dynamic/server-based link – includes In-app video play – tracked ‘on’ marker or
preferred to ‘link’ or select from template GPS-enabled ‘nearest x’, API/XML feed full-screen (<30sec synced, additional
buttons – customised to colour (Can link results e.g. travel or weather info and content buffers in)
to: website, youtube, facebook, twitter.. manually programmed updating content
wherever!) Plus more – new options being added to
Real-time polling platform every week
Simple 3D graphic (where provided with
a low polygon count) Simple competitions (randomised daily/ Custom made blipps are quoted on
weekly or every Xth blipp) an individual basis based on complexity
Option to ‘save to my blipps’ for later &
simple take away (e.g. static recipe card/
coupon - where generic)

Options to take picture and one-tap share
to facebook, email or twitter

We are always creating bespoke blipps too so contact us to talk through your requirements.


Get blipping in 4 easy steps...
Creating a blipp has to start with a good idea that will engage/reward the user!

1. Decide what creative (x) you want to convert into what (y)

2. Pick a blippar package: Start, Smart or Super

3. Create a customer-made CTA (call to action) to incorporate into your creative.
Ensure placement is speciﬁc and compelling
What do they blipp: Whole advert? Logo? Picture? Front of product?
Why should they blipp: What value, content or experience?

4. Provide blippar with a brief (email us for a brieﬁng form) and all the (x) + (y) assets

We're happy to work with creative agencies directly and can also provide sector expertise
and thought leadership on a consultative basis. So let blippar advise you on best practice.


Download the free blippar app. See
the latest blipps at http://blipp.it
or visit blippar.com

Contact us
Blippar, 4th ﬂoor, The Place, 175 High Holborn, London, WC1V 7AA United Kingdom
info@blippar.com

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