mobile gambling summit | move with mobile: reasons to embrace mobile
DESCRIPTION
Presentation by Stephen Jenkins, VP Marketing, EMEA, Millennial MediaTRANSCRIPT
Move with Mobile Stephen Jenkins Vice President Marketing, EMEA @lopsidedstephen / @millennialmedia
2:00pm
11:00am
10:00am
6:00pm
1:00pm
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
@lopsidedstephen / @millennialmedia
Thank You
谢谢 Merci Danke ありがとう