Customers long shifted to mobile first, brands just starting. But the potential is immense - every time we do something on our mobiles, we leave trails of digital exhaust (‘signals’). Then why don't most marketers and advertisers take advantage of mobile more than they currently do? This presentation explores the capability gap between what is possible and what is actionable

2. Customers long shifted to
mobile first, brands just starting

3. “Year of Mobile” finally, maybe?
2016 :
mobile ad spending eclipses
desktop 86%
80%
>90%

4. Every time we do something on our
mobiles,
we leave trails of digital exhaust
(‘signals’)
Clicks
Texts sent
Location
Stuff liked
visit mosques or churches weekly
Apps downloaded
Photos uploaded/browsed
Ad responses
Searches
Music playlists created
TV series saved
Mouse-overs
Add to wish-list/cart
Channel follows
Seconds of video watched
% of page scrolled
Other devices sharing the
same home/ work
Emails
Each signal
stamped with
time,
location,
mobile ISP

5. No longer advertising to broad customer
segments, we can now serve ads to the
precise sweetspot moment
Johoreans
who commute
to singapore
daily
“Ending phone
contract soon”
- Owners of phones who
installed the FB on this
phone 20+ months ago
Malay parents
with kids in
Chinese
schools
“Youth”
Behavioral:
“Frequent travelers”
Affinity groups:
tech lovers or music
lovers
Families of 3 or
more who
recently moved
house past 30
days

6. Shift to mobile potentially rewrites
the rules of marketing & branding
101
• Not just a change in
channel or screens
• It’s a change in how
brands now work
• Long tail micro-
moments replace
outdated shorthand
of “segments”
Cost per
respons
e
$$
% of buyable
ad inventory
BIG HEAD BRAND &
PRODUCT COMMS
Segmented
/ Targeted
messaging
LONG TAIL MOMENTS
(micro-moments, real-time,
trigger-based, retargeted,
biddable)

7. Potentially also, infinite
messaging
Even 1 digital creative can have infinite variations –
dynamically served and optimized, according to whatever
rules we set

8. New possibilities, new language,
soon a new normal
• he
mobile

9. Alas, this isn’t a presentation
about those new mobile
possibilities

10. This presentation is about why
more of us here
DON’T
take advantage of these new
possibilities enough

11. Why what’s possible = what’s
actionable
What’s actionable
Bound by marketing
resources, both in terms of
capability and capacity
What’s possible
Exponential increase in
opportunity for volume,
variety, velocity. Using real-
time, dynamic, data-driven
and hyper-targeted
marketing
Marketin
g
outcome
s
MARKETIN
G
CAPABILIT
Y GAPS

14. D’OH #1: the web

15. Maxis.com.my
Circa 2013
Our infamous 12
tile layout

16. Maxis online
store
on a mobile?

18. 2014 – a new
mobile friendly
site, yay!
…(well, almost)

19. ‘Mobile-friendly’ means going
beyond pleasing Google-bots
1. Fewer number of features overall - as frictionless as
possible for the mobile user
2. Single column layout, maximum readability
3. “Built for touch”
4. limited or no need for typing
5. Large graphics with white-space borders for large or
clumsy fingers
6. Bigger button sizes too
7. Image file sizes are smaller for the mobile version of the
website than those used for the desktop version of the
website (quicker load times)

20. Spot what’s
still wrong?

21. D’OH #2: the language

22. BM Site BM App

23. Hotlink web now in 16 languages

25. D’OH #3: size of stuff

26. Try hunting down your own
mobile sizing “fails”
Banners/cover photos too Consider re-layouting brand log
Write mobile display
banners for mobile
or…

27. D’OH #4:
pretty much all our videos

28. Remember:
just because a video is “digital”
doesn’t mean it works for mobile
Shorter & Bigger & Up Close
Use Large Text and
Zoom-In close on
Important bits of the
story
Add a CTASoundless

29. D’OH #5:
any sort of “media target”

30. What usually happens
in the shift to mobile
• The dollars move first
• The strategy moves after
• Takes a while for any marketer to realize you are STILL using
traditional media target segments when buying mobile
• Mobile targeting offers so much pin-sharp targeting at scale, it is
almost more useful to
“Youth”
Behavioral:
“Frequent travelers”
Affinity groups:
tech lovers or music
lovers
Families of 3 or
more who
recently moved
house past 30
days

31. Think instead in “moments”

32. D’OH #6:
almost everything in our brand
design guidelines

34. D’OH #7:
finally, our entire digital
creative & production workflow

35. Ad sizes exploding
Other standard sizes
1. Full Banner – 468 pixels wide by 60 pixels tall
2. Leaderboard – 728 pixels wide by 90 pixels tall
3. Square – 336 pixels wide by 280 pixels tall
4. Square – 300 pixels wide by 250 pixels tall
5. Square – 250 pixels wide by 250 pixels tall
6. Skyscraper – 160 pixels wide by 600 pixels tall
7. Skyscraper – 120 pixels wide by 600 pixels tall
8. Small Skyscraper – 120 pixels wide by 240 pixels tall
9. Fat Skyscraper – 240 pixels wide by 400 pixels tall
10. Half Banner – 234 pixels wide by 60 pixels tall
11. Rectangle – 180 pixels wide by 150 pixels tall
12. Square Button – 125 pixels wide by 125 pixels tall
13. Button – 120 pixels wide by 90 pixels tall
14. Button – 120 pixels wide by 60 pixels tall
15. Button – 88 pixels wide by 31 pixels tall
Common, But Not Standard Banner Sizes
1. Small Banner – 230 pixels wide by 33 pixels tall
2. Large Leaderboard – 728 pixels wide by 210 pixels tall
3. Large Leaderboard – 720 pixels wide by 300 pixels tall
4. Pop-up – 500 pixels wide by 350 pixels tall
5. Pop-up – 550 pixels wide by 480 pixels tall
6. Half Page Banner – 300 pixels wide by 600 pixels tall
Top Performing Ad Sizes on Google
1. Leaderboard – 728 pixels wide by 90 pixels tall
2. Half-Page – 300 pixels wide by 600 pixels tall
3. Inline Rectangle – 300 pixels wide by 250 pixels tall
4. Large Rectangle – 336 pixels wide by 280 pixels tall
5. Large Mobile Banner – 320 pixels wide by 100 pixels tall
6. Mobile Leaderboard – 320 pixels wide by 50 pixels tall
7. Banner – 468 pixels wide by 60 pixels tall
8. Half Banner – 234 pixels wide by 60 pixels tall
9. Skyscraper – 120 pixels wide by 600 pixels tall
10. Vertical Banner – 120 pixels wide by 240 pixels tall
11. Wide Skyscraper – 160 pixels wide by 600 pixels tall
12. Portrait – 300 pixels wide by 1050 pixels tall
13. Large Leaderboard – 970 pixels wide by 90 pixels tall
14. Billboard – 970 pixels wide by 250 pixels tall
15. Square – 250 pixels wide by 250 pixels tall
16. Small Square – 200 pixels wide by 200 pixels tall
17. Small Rectangle – 180 pixels wide by 150 pixels tall
18. Button – 125 pixels wide by 125 pixels tall

36. … multiplied by more hyper-
targeted versioning capabilities

37. Does your agency still look/
work like this?
Standard creative
workflow &
traditional charging
model is inherently
incompatible with high
volume, velocity &
variety of being truly
mobile first

38. Which brings us back to…

39. Why what’s possible = what’s
actionable
What’s actionable
Bound by marketing
resources, both in terms of
capability and capacity
What’s possible
Exponential increase in
opportunity for volume,
variety, velocity. Using real-
time, dynamic, data-driven
and hyper-targeted
marketing
Marketin
g
outcome
s
MARKETIN
G
CAPABILIT
Y GAPS

40. Digital marketing maturity
- closing the capability gaps -
Desktop-led digital
presence across
web, social , ads.
Only basic media
KPIs tracked -
traffic, CTR, CPC
led
Specialized digital
team – across
desktop & mobile –
social, search,
display &
remarketing across.
Initiatives still
largely project
based
Rule-based
personalization,
targeting, bidding
and versioning.
Campaigns
measured/optimize
d on goal-based
outcomes. Strong
digital fluency
outside digital
specialist team
Predictive, auto-
triggered,
personalized, time
and location-
specific marketing.
Customer Journey
mindset in digital
marketing & CX,
KPIs tied to
monthly biz targets
Bridging offline and
online – one shared
view of the customer
– one to one
personalization and
cross channel
engagement
KPIs tied to
enhancement of
customer value and
advocacy
Initial
Tactical ,
Experimental
Repeatable
, Scalable
Data
driven,
automated
Transforma-
tional
Specialised
knowledge
gap
 bring in
outside
specialists &
evangelist
Process gap
 Planning,
tracking &
review
processes to be
more regular,
less
unpredictable
Team &
workflow 
Everyone shares
common
language &
success metrics.
Revamped
workflow &
tracking fully
institutionalized
Platform &
infrastructure
gap
 Strong
investments in
data,
automation,
auto-
personalization
Management &
organization
gap
 Digital priorities
understood and
top of mind
organization–wide

41. How/where to begin?

42. Things I believe
that worked (at least for us)
1

43. Things I believe
that worked (at least for us)
2 Invest in failure
- Not just an experiments budget
- But a learning budget

44. Things I believe
that worked (at least for us)
3
Stop imprisoning data in research & reporting teams
- Invest in data visualizations instead of static
powerpoint reports – to democratize decision-making
& problem solving to more members of the team
Which days / post types
get the most shares?
Negative vs positive
social sentiment by
state?
Which device campaigns
drove high traffic – with high
conversions and low cost?

45. Things I believe
that worked (at least for us)
4
Choose to
work with
people who are
restlessly
curious.
Those excited
about figuring
out how to
create work for
new platforms
Leader’s of What’s Next
“Driving Change”
• Restless curiosity
• Inquisitive
• Explorative
• Sharing
• Make change happen
• Initiate
• Implement
• Learn
• Passion for excellence
• Ambitious
• Challenging
• Care about details

46. The Internet is the first thing that humanity
has built that humanity doesn't
understand, the largest experiment in
anarchy that we have ever had.
Eric Schmidt, Google

48. Questions
Tweets
Slides
Violent disagreements?
@SulinLau
Sulin@maxis.com.my
http://www.slideshare.net/flipside247