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Webinar
Building mobile creatives that drive real results
Engagement Sciences
MICHAEL LEE
Regional Creative Director
Asia Pacific, Middle East, Turkey Africa
JAMES ROGERS
Head of Sales
Singapore, Mala...
THE EVOLUTION
A brief history on mobile advertising
THE EVOLUTION
Advertising platforms
MOBILE ADS ARE ANNOYING
THE EVOLUTION
How the platforms have changed
1990s 20101940s
ENGAGEMENT SCIENCES
Creating Consumer Experiences
ENGAGEMENT SCIENCES
Consumer Experiences
1940s
Unlike other advertising channels, the mobile device allows bra
nds and adv...
ENGAGEMENT SCIENCES
Consumer Experiences
1940sPeople will often chance upon mobile advertising – this means that they were...
ENGAGEMENT SCIENCES
How is contextual information relevant
1940s
ENGAGEMENT SCIENCES
Translating data of consumer habits
1940s
Historical campaign or category
data, allows us to
Identify ...
THE CREATIVE APPROACH
Project Capstone
THE CREATIVE APPROACH
Understanding the campaign
1940s
Creative approach more experimental,
with greater consumer interact...
THE CREATIVE APPROACH
Optimizing Engagement
The message and experience should always be about the
user. This means taking ...
THE CREATIVE APPROACH
Optimizing Engagement
These types of creatives generally place no
importance on how it looks on mobi...
THE CREATIVE APPROACH
Optimizing Engagement
1940s
Animated banners have been proven to work 2.8x better than static banner...
THE CREATIVE APPROACH
Optimizing Engagement
1940s
The mobile device is unique in allowing users to interact with an object...
THE CREATIVE APPROACH
Optimizing Engagement
1940s
Quickly demonstrating value is crucial. The first reaction people have t...
THE CREATIVE APPROACH
Location Marketing
Location marketing allows brands to speak
directly to consumers with regards to t...
THE CREATIVE APPROACH
API Integration
Tapping onto various API sources allows us
to communicate with users about the
envir...
THE CREATIVE APPROACH
Video
Video on the mobile device shouldn’t be
delivered in the same manner as desktop.
Tap on the va...
THE CREATIVE APPROACH
Technology
Technology should serve to better communicate
the message, and not pose a hindrance to th...
THE CREATIVE APPROACH
Case Study
To promote their popup stores around Singapore, we
created a HTML5 rich media unit which ...
THE CREATIVE APPROACH
Case Study
Pond’s wanted to promote the new Acne solution in
Indonesia. We created the world’s first...
CREATIVE EFFECTIVENESS
Metrics, metrics, metrics
CREATIVE EFFECTIVENESS
Effectiveness Formats
Awareness
Response
Interactive Video
Gyroscope
Pre-Roll Video
Pre-Roll Video ...
CREATIVE EFFECTIVENESS
Effectiveness Study
Relevancy
Credibility
Awareness/Ad Recall
Interest Elevation
Purchase Intent
99...
CREATIVE EFFECTIVENESS
In Summary
User Centric Built for KPIsThink Mobile First Be Bold!
end.
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Building Mobile Creatives that Deliver Real Results

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Advertising is storytelling. It's about bringing a brand experience come alive through a compelling ad experience. Mobile-first creative technology exists to create such immersive ad experiences on mobile devices. Today, mobile advertising leverages device features such as front-facing cameras and gyroscopes to create compelling brand stories that drive brand consideration and purchase. Mobile creatives across formats such as rich media, video and native are transforming the power of mobile advertising today.

Watch this video to:

- Understand the key steps to creating mobile creatives specifically for mobile devices
- Discover what goes on behind creating InMobi’s award-winning creatives
- Learn about key findings from InMobi and Mindshares’ research on the “Power of Integrating TV and Mobile campaigns”

Veröffentlicht in: Mobil
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Building Mobile Creatives that Deliver Real Results

  1. 1. Webinar Building mobile creatives that drive real results Engagement Sciences
  2. 2. MICHAEL LEE Regional Creative Director Asia Pacific, Middle East, Turkey Africa JAMES ROGERS Head of Sales Singapore, Malaysia & Vietnam
  3. 3. THE EVOLUTION A brief history on mobile advertising
  4. 4. THE EVOLUTION Advertising platforms MOBILE ADS ARE ANNOYING
  5. 5. THE EVOLUTION How the platforms have changed 1990s 20101940s
  6. 6. ENGAGEMENT SCIENCES Creating Consumer Experiences
  7. 7. ENGAGEMENT SCIENCES Consumer Experiences 1940s Unlike other advertising channels, the mobile device allows bra nds and advertisers to understand the consumer intimately. It’s how we use this information that matters. KNOWING YOUR AUDIENCE
  8. 8. ENGAGEMENT SCIENCES Consumer Experiences 1940sPeople will often chance upon mobile advertising – this means that they were in the midst of a different task before the rich m edia showed up. Great creatives address specific moments in a users timeline. CHANGING MEDIA CONSUMPTION HABITS MORNING GOING HOMEAT WORKGOING TO WORK BEFORE BED
  9. 9. ENGAGEMENT SCIENCES How is contextual information relevant 1940s
  10. 10. ENGAGEMENT SCIENCES Translating data of consumer habits 1940s Historical campaign or category data, allows us to Identify who they are, and what they are interested in And when to deliver creatives the moment of maximum opportunity Through dynamic creative optimization To drive sales or response
  11. 11. THE CREATIVE APPROACH Project Capstone
  12. 12. THE CREATIVE APPROACH Understanding the campaign 1940s Creative approach more experimental, with greater consumer interaction Brand Engagement and dwell time ideal measures Good launch pads for potentially award winning work Greater importance on engagement metrics, (CTAs, CTRs) Employs mobile advertising to amplify other advertising channels VS Mobile Campaigns running in silo Mobile Campaigns as part of an overarching campaign
  13. 13. THE CREATIVE APPROACH Optimizing Engagement The message and experience should always be about the user. This means taking into context where they are, what they’re doing, who they are, before defining how to communicate with them. Technology allows us to reach them in methods only the mobile device can provide. Users at the center
  14. 14. THE CREATIVE APPROACH Optimizing Engagement These types of creatives generally place no importance on how it looks on mobile devices. They were developed for the desktop, ignoring the mobile experience. User is simply able to view basic information and access simple functions. Mobile Friendly Mobile optimized creatives were built for sole consumption on mobile devices. These formats load great and often are able to access native hardware functions. These formats are often built with development software, and have its limitations. Issues with loading across multiple phone sizes, as creatives often tailored for specific functions. May pose issues when shared on Facebook due to sizing. Mobile Optimized This format loads across all screen sizes, regardless of desktop, tablet or mobile. Usually used if site is content heavy, and don’t require phone specific features. This format takes the longest to build. Responsive
  15. 15. THE CREATIVE APPROACH Optimizing Engagement 1940s Animated banners have been proven to work 2.8x better than static banners. This is often the most crucial and overlooked step in the consumer journey of mobile advertising. While people can arrive at the rich media experience through a variety of methods, the best inventory on most networks is still the initial banner, either as a Native ad,320x50, or an interstitial, just to name a few. Animations can also help to keep a user engaged with the experience. Animations
  16. 16. THE CREATIVE APPROACH Optimizing Engagement 1940s The mobile device is unique in allowing users to interact with an object in an unprecedented way. It’s various hardware features allows users to ‘explore’ brand communication by truly engaging with their devices. It’s through these types of interactions we can keep a users limited attention span. This is one of the reasons purchases of applications on the device is so popular, as opposed to purchasing other items on the mobile device. The buying of an application provides a user instant gratification and immediate access to the product they had just paid for. By tapping on the behavior, brands would be able to customize their messages accordingly. Immediacy of response
  17. 17. THE CREATIVE APPROACH Optimizing Engagement 1940s Quickly demonstrating value is crucial. The first reaction people have towards ‘ads’ is negative. They immediately begin looking for the ‘close’ button, or some way to skip the ad. However when we are able to first demonstrate some form of value, users tend to stick around. This value should be contextually relevant with the brand, messaging and user.
  18. 18. THE CREATIVE APPROACH Location Marketing Location marketing allows brands to speak directly to consumers with regards to their immediate location.
  19. 19. THE CREATIVE APPROACH API Integration Tapping onto various API sources allows us to communicate with users about the environment they are in. Contextual advertising relates directly to the user and can leave significant impact.
  20. 20. THE CREATIVE APPROACH Video Video on the mobile device shouldn’t be delivered in the same manner as desktop. Tap on the various unique features of mobile devices to deliver an engaging experience.
  21. 21. THE CREATIVE APPROACH Technology Technology should serve to better communicate the message, and not pose a hindrance to the overall consumer interaction.
  22. 22. THE CREATIVE APPROACH Case Study To promote their popup stores around Singapore, we created a HTML5 rich media unit which simulated receiving a phone call from Naomi Neo, a social influencer popular with our target audience in Singapore. Sunsilk 97.2% Interaction Rate
  23. 23. THE CREATIVE APPROACH Case Study Pond’s wanted to promote the new Acne solution in Indonesia. We created the world’s first facial recognition software to educate user’s on how to best look after specific regions of their faces. Pond’s Acne 39,000 User Interactions 29 secs Dwell Time
  24. 24. CREATIVE EFFECTIVENESS Metrics, metrics, metrics
  25. 25. CREATIVE EFFECTIVENESS Effectiveness Formats Awareness Response Interactive Video Gyroscope Pre-Roll Video Pre-Roll Video + End Card Streetview Basic One-Pagers 3D Interactions Facial Recognition Speech Detection Carousel Add to calendar Phone Call Weather Store Locator Lead Gen Maps Coupons API Integration 360 Battery Detection Vertical Video
  26. 26. CREATIVE EFFECTIVENESS Effectiveness Study Relevancy Credibility Awareness/Ad Recall Interest Elevation Purchase Intent 99 Like 124 107 104 106 107 140 108 119 150 123 Like Benchmark = Index 100 = Norm Top 20% *Mindshare, Unilever & InMobi 2016 Relevancy Credibility Awareness/Ad Recall Interest Elevation Purchase Intent 98
  27. 27. CREATIVE EFFECTIVENESS In Summary User Centric Built for KPIsThink Mobile First Be Bold!
  28. 28. end.

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