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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives

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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives

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Brands have complex goals when it comes to mobile marketing. Crafting effective creatives for mobile in addition to delivering on large-scale awareness and ‘real’ user-engagement goals are major pain points for agencies and brands. We tell you how brand marketers and agencies on mobile achieve higher engagement by combining the power of real-time data signals with immersive creatives for each campaign.

In this presentation, you will

1. Learn how award-winning mobile campaigns of brands like Unilever harness the true power of mobile marketing
2. Know how to create ad campaigns that are relevant (what the user likes) and contextual (where and when she is), so your brand is discovered at the most appropriate moment
3. Understand how to combine mobile data sciences with a user-first approach and innovative creatives to enable discovery, engagement, and loyalty for brands.

Brands have complex goals when it comes to mobile marketing. Crafting effective creatives for mobile in addition to delivering on large-scale awareness and ‘real’ user-engagement goals are major pain points for agencies and brands. We tell you how brand marketers and agencies on mobile achieve higher engagement by combining the power of real-time data signals with immersive creatives for each campaign.

In this presentation, you will

1. Learn how award-winning mobile campaigns of brands like Unilever harness the true power of mobile marketing
2. Know how to create ad campaigns that are relevant (what the user likes) and contextual (where and when she is), so your brand is discovered at the most appropriate moment
3. Understand how to combine mobile data sciences with a user-first approach and innovative creatives to enable discovery, engagement, and loyalty for brands.

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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives

  1. 1. How Successful Brand Marketers Combine the Power of Mobile Data Science & Creatives
  2. 2. ABOUT INMOBI 3rd largestmobile advertisingplatform, afterGoogle andFacebook 1.56Bn+ userson theInMobi network 200Bn+ impressions/month 13Bn+ events ingested in aday GLOBAL REACH AT SCALE WITH LOCAL SERVICE
  3. 3. Supriya Goswami Director Marketing, India and South East Asia at InMobi Tanvi Kapoor Director, Product Marketing at InMobi Our Speakers Today
  4. 4. Powerhouse of Data signals personal to the user
  5. 5. FIRST PARTY MULTIDIMENSIONAL DATA SIGNALS ENRICH OUR AUDIENCE PERSONAS - WE DELIVER MORE THAN LAT/LONG TECHNOGRAPHIC DATA USER INTENT / PREFERENCES APPOGRAPHIC DATA LOCATION HISTORY DEMOGRAPHIC DATA
  6. 6. Technographic Data INFORMATION ABOUT DEVICE LANGUAGE SETTINGS OS & CARRIER
  7. 7. Appograpahic Data CATEGORIES OF APPS THAT A USER INTERACTS WITH AND LEVELS OF USAGE
  8. 8. Demographic Data AGE GENDER HOUSEHOLD INCOME ETHNICITY
  9. 9. Location Data INFORMATION ABOUT THE USER’S PHYSICAL LOCATION OVER A PERIOD OF TIME, ALLOWING US TO UNDERSTAND THEIR JOURNEY
  10. 10. When all these signals are viewed holistically, it allows us to chart out the user’s journey in the brick and mortar world.
  11. 11. Case Studies
  12. 12. View the Sunsilk Campaign video here https://vimeo.com/134935417 In case, you are not directed to the video, please copy the url, below onto your browser:
  13. 13. Dyson
  14. 14. View the Dyson Campaign video here https://vimeo.com/147295309 In case, you are not directed to the video, please copy the url, below onto your browser:
  15. 15. What do you need to ensure you can leverage data driven immersive ad formats? 1 2 3 Support for Different Ad Formats Data Science Systems to Ingest and Process Different Signals Large scale of users and robust systems to optimize on user experience
  16. 16. THANK YOU! You can contact us at: brand@inmobi.com

Hinweis der Redaktion

  • • InMobi personas are enriched with multi-dimensional data signals such as technographic, appographic, demographic, location history and user intent to build robust user profiles. These profiles are built on a user’s movements in the brick and mortar world as much as they are built on the user’s mobile usage behavior. The different signals are combined together to build unique propositions for propagating the advertiser’s marketing message.
    • Technographic: Technographic information such as device model, OS, OS version reveals a lot about the user – is she an early adopter, what is her household income profile, could she be tempted to upgrade her phone?
    o We are currently running a campaign for promoting the new Samsung S7 edge phone by targeting Android phone users who have owned their phones for a significant period of time - within 3 km of the Dubai mall – with information about a special offer for Etisalat users.
    • Appographic: Appographic information such as the apps the user has installed over their lifetime and how much time they spend within different categories of these apps helps us understand the preferences of the user. It also gives us a very good indication of the life stage the user is in – are they using pregnancy apps, are they interested in games for toddlers or quizzes for teens.
    o We are currently running campaigns for Entertainment companies by targeting users who are known to use entertainment apps for watching videos.
    • Demographic: InMobi sources 1st party demographic information directly from the user. This is based on self reported age and gender data given by the user to the publisher. We also infer the household income and ethnicity of the user based on the areas they reside in.

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