mobile gambling summit | move with mobile: reasons to embrace mobile

Move with Mobile Stephen Jenkins Vice President Marketing, EMEA @lopsidedstephen / @millennialmedia

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Mobile connects moments The data tells a story that is more than measurable. It’s mappable.

150X People check their phone 150X per day. Every 6 ½ min.

More Devices. More Data. We’re moving from scattered to sustained connectivity.

Mobile data tells a unique story about consumers.

Global Connected Device Data Traffic per Month

Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2013–2018 *Mobile includes Smartphones and Tablets

Get the big picture with big data.

02:30:00 TWO HOURS AND FORTY TWO MINUTES PER DAY ON MOBILE

HRS

5 4 6 7 8 9 2 MIN

5 6 7 8 9 0 5 6 7 8 9 0 SEC

Source: Flurry Analytics, comScore, NetMarketShare - 2014

86% TIME SPENT ON MOBILE IS USING APPS

Source: Flurry Analytics, comScore, NetMarketShare - 2014

60k+ APPS & SITES ON MILLENNIAL MEDIA’S PLATFORM

AWARENESS/ CONSIDERATION SITE/MOBILE

TRAFFIC REGISTRATIONS/

SIGN-UPS INCREASED

FOOT TRAFFIC PRODUCT PURCHASE

Ads Move People Results. Delivered.

Redefining what advertising can be and what it can deliver

Breakthrough    

Crea-ve  

Pinpointed  

Audiences    

Measured  

Results  

Redefining what advertising can be and what it can deliver

Breakthrough    

Crea-ve  

Pinpointed  

Audiences    

Measured  

Results  

Runners ––––––

Movie Buffs ––––––

Gadget Geeks ––––––

Mums ––––––

Music Fans ––––––

Business Travelers ––––––

Investment Minded ––––––

Over 17,000 Audience Profiles, segmented by persona types, built on real-world behavioural data from mobile, offline, and online sources.

Audience Profiles

Single & Dating ––––––

News Readers ––––––

Health Conscious ––––––

60KApps & SitesUsing SDK

SDK & Partner IDConnect

3rd PartyData Partners

Advertiser safe passover keeps data private

AdvertiserData Matching

JAVA JUNKIES

PARTNER ID

AFFLUENTS

MOMS

DIY-ERS MOVIE BUFFS

GAMERS

20+ CRMAudience

Profiles

Aggregate premium audience data from multiple sources

Compile a privacy-friendly mix of mobile-specific ID’s into a unified, proprietary MMID.

01

02Over 17,000 data-rich audience profiles and custom segments

04

Millennial Media Data Management Platform (DMP) organizes and activates data from any source for advertisers

03

BUILD ACCURACY AND REACH OVER TIME

lightning fastdata access

cookie not required

Audience Data Activation People make data. We synthesize that data to activate people.

Redefining what advertising can be and what it can deliver

Breakthrough    

Crea-ve  

Pinpointed  

Audiences    

Measured  

Results  

Mobile Ads that Function Like Apps

✚  Gyroscope

✚  Accelerometer

✚  Location enabled

✚  Social integrations

✚  WiFi aware

✚  Voice interaction

✚  Multi-touch

✚  Camera

✚  More

Breakthrough Creative

Interstitial Spin & Mobile

Gallery Gamification Expandable

Let consumers touch your brand

Start a conversation. Talk more.

Storytelling on our most intimate device

Redefining what advertising can be and what it can deliver

Breakthrough    

Crea-ve  

Pinpointed  

Audiences    

Measured  

Results  

Results. Delivered. How we make the data work for you.

Site/Mobile Traffic

Registrations/Sign-Ups

Awareness/Consideration

Increased Foot Traffic

Product Launch/Release

Ticket Sales

Ensure your business goals are met

ACQUISITION

AWARENESS

CONSIDERATION

•  Lead capture •  Registrations

•  Engagements •  Video views

•  Site traffic Understand what your campaign goals are and how you are going to measure them.

Accelerate campaign performance, re-engage your audience Driving meaningful messages to consumers based on their participation with previous campaigns and application downloads

Creative focused on download

App Store

Download Creative

focused on re-engagement

Into App LTV

Continuous Process

1

2

What’s coming: Omni Measurement Mobile intersects physical and digital worlds allowing brands to measure the impact of their mobile advertising like never before

Door Open Rate

Register Ring Rate

Brand Lift Rate

Product Purchase Rate

Screen Jump Rate

*Studies measure the efficacy of specific campaigns, as such results will vary.

5.8% Lift in Store

Visits

13.1% Lift in Store

Visits

14.1% Lift in Store

Visits

17.2% Lift in Site

Visits

20.7% Lift in Brand

Searches

Retailer Tech Telecom Insurance Telecom

Physical Digital

Measured Results from Advertising with Millennial Media

Summary

Tips to kick-off your mobile strategy

1.  What’s your business goal?

2.  Who do you want to reach & what data can you leverage?

3.  What story do you want to tell?

4.  Make sure it works!

5.  Integrate with broader media plan

6.  Test, learn, rinse, repeat

7.  Optimise, optimise, optimise

Move With Mobile

17,000+ data-rich audience

profiles

650MM monthly unique worldwide users

9,000 Approximate devices

on our platform

60,000 apps & sites enabled

on our platform

Audiences at Scale Millennial Media works seamlessly with the best data partners and mobile developers to pinpoint audiences with extreme

accuracy and relevance

Stephen Jenkins

Vice President Marketing, EMEA

sjenkins@millennialmedia.com

@lopsidedstephen / @millennialmedia

Thank You

谢谢 Merci Danke ありがとう