This document discusses strategies for securing prime mobile real estate on users' lock screens. It introduces Urban Airship, which helps brands build mobile relationships through notifications, and Yo, a messaging app that allows communication through a single word. Attendees will learn how notifications improve app engagement and retention, how Urban Airship integrates campaigns into mobile apps, and how Yo is accessing the lock screen to start conversations.

1. Prime Mobile Real Estate
Securing Your Place on the Lock Screen

2. Hello!
Martin Lange
Global Consulting Partner,
Digital Innovation Practice
OgilvyRED
@macaccess
Brent Hieggelke
Chief Mobile Evangelist
Urban Airship
@bhieggelke
Danny Hakimian
Director of Marketing
Yo
Peter Fasano
Senior Vice President
Social@Ogilvy
@pfasano
Seth Greenberg
Creative Strategist
OgilvyOne
@Seth_Greenberg

3. Agenda
• What is the lock screen?
• Building mobile relationships with Urban Airship
• Starting the conversation with Yo
• How can you get involved?

4. The Lock Screen
A visual interface which is available before the user has activated the full
functionality of the device, a.k.a. PRIME MOBILE REAL ESTATE

5. Building Mobile Relationships
with Urban Airship

7. Apps: ultimate owned media, kings of mobile

8. The lock screen is the best real estate today

9. So how do you earn and keep your position?

10. of customers will
defect within 30
days of download
70%
Source:
UA Good Push
Index

11. Notifications improve that dismal stat
On average, they drive:
• 4x more engagement
• 2x more retention
Source: UA Good Push Index

12. That’s been our world for almost 6 years

14. We help brands build mobile relationships

15. And integrate campaigns into mobile apps

16. Done right, amazing things happen

17. App: Electronics
Message: Your order #67522 shipped & arrives today. Would you like a
delivery alert?
Button: Alert me
And the battle is moving to a new screen

18. UrbanAirship.com is chock full of content

19. h(p://urbanairship.com/products/audience-­‐segmenta:on#loca:on-­‐targe:ng

20. Starting the Conversation
With Yo

21. WHAT IS Yo
Access to the lock-screen of a smartphone
3,500,000 downloads (through 8 months)
More than 150,000,000 Yo’s sent
Already reached #1 in iTunes app store
BREAKING
NEWS
TOP
DEALS
REAL-TIME
INFO
SPECIAL
OFFERS LOCAL
NOTIFICATIONS
FUN DAILY
NEWS

22. Yo IN THE PRESS
A popular mobile app simplifies text messaging by reducing all communication to the word
"Yo."
Yo App Is Actually Really Useful”
“An App Like Yo Could Turn Out to Be Bigger Than Twitter”
“The app is strangely compelling, and is winning fans in design-savvy tech companies”
Messaging App Gets People Talking With One Word: Yo”
“I’ve Seen The Future Of Phones, and it looks a lot like Yo”

23. WHAT IS Yo

24. Yo LINKS
Swipe open the Yo to go straight in to content

25. Yo LOCATION & API
Double-tap any username to Yo your location

26. Yo Bytes
Kim goes blonde 😱
Yo for Apple Watch
BUZZFEED

27. A central hub for finding businesses on Yo platform
YoSTORE.CO

28. ALREADY ON Yo

29. DEMO TIME Yo
Get Yo popcorn ready

30. Danny Hakimian
T:+1 415-702-7492
+447817517535
E: danny@justyo.co
Yo: DHAK
CONTACT Yo

31. Ques:ons?
Martin Lange
Global Consulting Partner,
Digital Innovation Practice
OgilvyRED
@macaccess
Brent Hieggelke
Chief Mobile Evangelist
Urban Airship
@bhieggelke
Danny Hakimian
Director of Marketing
Yo
Peter Fasano
Senior Vice President
Social@Ogilvy
@pfasano
Seth Greenberg
Creative Strategist
OgilvyOne
@Seth_Greenberg