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Trends and Insights
The vibration you felt?
It wasn’t just from your smartphone.
It was the combined reverberation
of the billions of mobile devices
disrupting our industry faster than
you can say “Snapchat.”
Consider this: The world is now home
to more mobile phones than people,
smartphone activations outnumber
births 3:1 and, in 2014, we shared a
record 71.5 trillion messages through
apps. Now consider that each of
these mobile devices and activations
represents a new opportunity
for brands to connect with people.
The following report will help ensure
you’re part of the buzz.
Read on for the full report
or click on the links below
to go directly to a topic:
Takeaways from Mobile World Congress
Programmatic in the Mobile World
People-First Strategy
The Content Connection
Asia Takes the Lead
Key Takeaways from Mobile World Congress
By Scott Curtis, Mobile Development Director
Here’s what the trends and technologies coming
out of this year’s Mobile World Congress
in Barcelona mean for marketers.
WEARABLES DIGITIZING
THE PHYSiCAL WORLD
Wearables are moving from gadgets that
entertain to devices that deliver tangible value.
One example: trackers that allow parents to
always know where their kids are. Wearables
will help marketers too—digitizing more of
the physical world and creating additional
data for advertisers to make more informed
targeting and content-delivery decisions.
REDEFINING RETAIL
Near Field Communications-enabled screens and interactive robots are creating in-store
interactions that put consumers in control of their experiences, while mobile payments are
giving marketers a 1:1 view into advertising’s effect on previously unseen non-digital sales.
New ways of
interacting
Touchless control now lets
consumers use gestures and eye
movements to manage their smart
products; haptic (tactile) feedback,
augmented reality and virtual reality
are also gaining momentum.
Creative is primed to become more
immersive as these technologies
gather pace and maturity.
INTERNET OF THINGS MOMENTUM
People can now use smartphones to control and measure more aspects of their home,
travel and health—bridging the gap between inanimate objects and the digital world.
Marketers can use this data to create more bespoke advertising experiences.
Programmatic in
the Mobile World
By Seth Hittman, Co-Founder and CEO, RUN
No space is more poised to leverage
the opportunities that programmatic
presents than mobile, giving marketers
the power to create audiences who
can be uniquely targeted and engaged
throughout a media campaign.
To take full advantage of this space, it’s
critical to wrap data around people—
not cookies—to reach individuals
in a way that is definite rather than
probable. It’s with this focus that SMG
acquired ad-tech company RUN last
year, providing marketers with greater
cross-device control over messaging,
sequencing and precision than ever
before. Here’s how to leverage
programmatic in the mobile world:
M
O
B
I
L
E
aster the data: Ingest and parse data points to find insights that can optimize
current and future campaigns, i.e. device models, geos, browser languages,
operating systems, time of day, etc.
ffline and online: Analyze and act on connected sets of diverse insights from
first- and third-party and CRM data for more precise targeting.
id with certainty: Use real-time bidding (RTB) to find and bid on exact
audiences in real time. RTB integrates intelligence with automation to deliver
efficiency and maximize returns.
dentification through location: Use latitude and longitude coordinates to reach
specific targets, at the right time, leveraging this location data (in order of
importance): 1) GPS; 2) Wi-Fi; 3) cell towers; 4) IP address; 5) user registration.
ucidity: Transparency is paramount. Use programmatic to surface and
highlight market pricing and environments across sites and apps.
valuation: Test creative and tactics in real time as well as
execute sequential messaging to bolster any display, video or
connected-TV campaign.
People-First
Strategy
MAKE YOUR MOBILE STRATEGY ABOUT PEOPLE
Identify a behavioral insight in which mobility may play within your brand or industry. LINE,
for example, started as an app to help survivors of the 2011 Tohoku earthquake and tsunami.
Today it is a “life platform” with more than 100 million people in 69 countries using
its voice messaging, games and mobile pay system every day.
By Matthew Mulderink, SVP, Director, Mobile
and Social, Product and Partnerships
ALIGN MOBILE INITIATIVES TO CORE
BUSINESS OBJECTIVES
People drive technology, not the
other way around. And when a
brand moves at the pace and
purpose of people it is perfectly
positioned to use mobile to delight
and create new solutions for
consumers. Here’s how to put a
people-first strategy into action:
Prioritize your initiatives—big and small—against your company’s
top two to three objectives. This will help secure resources,
accelerate approval and prompt cross-functional support.
BUILD QUICKLY—
AND DON’T BE PRECIOUS
Don’t freeze. Consider your consumer’s
environment, then build fast and forward. The
good news is that whether it’s a beacon-enabled
push-messaging strategy or a mobile loyalty
program, the lightweight tech involved makes for
relatively low-risk test and learn.
The Content Connection
By Olivier Gers, Global President, LiquidThread
Content is the lifeblood of every successful mobile campaign. Here is
the winning combination to consider when approaching mobile content.
Precision
Content
Cross-screen
engagement
power
of imagery
Data and technology empower
brands to offer greater content
precision and personalization:
Smartphones with a 5.5-plus inch
screen create higher engagement
levels, generating more minutes of
in-app usage and increased revenue
through in-app purchases and
advertising. Video is key, regardless
of screen size. As you set your
content development strategy:
Images speak every language
and offer brands an opportunity
to share a point of view.
•
Consider how you can creatively
enhance near-the-store and
in-the-store experiences based
on consumer insights.
•
Use programmatic technology to
inject relevant, real-time content
into the experience.
•
To create and serve content
based on what’s trending, first
look at messaging apps like
WhatsApp. Then harness Nielsen
and Twitter social data to capture
real-time behavior and proximity
before overlaying that data with
geo-targeting capabilities.
•
Consider the amount of time
a consumer spends with a
device; the proximity and the
time of day are vital.
•
Make app development
light so it doesn’t drain
consumers’ batteries.
Explore Snapchat, Kik or
emerging services like WeChat
and LINE.
These apps let brands create
opportunities for fans to
interact and enhance
conversation with truly
shareable and creative
content in environments
they’re in already.
Asia Takes
the Lead
By Jeffrey Seah, CEO Southeast Asia
and Chair Asia Digital Leadership
When it comes to “mobile-first” Asia takes the lead, with Singapore number one in smartphone
adoption at 85%, Korea number two at 80% and Asia, as a whole, becoming the first place in the world
where smartphones have overtaken computer usage.
So it comes as no surprise that marketers in Asia are putting mobile front and center. Insurance
provider AIA’s recent campaign “Letters for the Future,” for example, asked Malaysians to use their
phones to share heartfelt thoughts about family members on Facebook. AIA not only exceeded
targets, it put people first by letting them use mobile to amplify their voices.
Southeast Asia’s mobile-first head start—spanning test, learn and
grow—offers insights that apply to any region of the world:
PRIORITIZE PRIVACY In today’s sensor-everywhere world, where every
mobile device is a data drone, always protect your customers. If their information gets
hacked while using your app, they’re likely to never come back.
STRIKE A BALANCE To create meaningful conversations and real give-and-take,
treat people as peers rather than customers and give them the opportunity to share their
voices in a way that complements brand messaging.
SPEAK UP Remain attentive—especially when consumers agree to
have dialogue. If people are sharing thoughts on social media and you aren’t
responding, it decreases desire to participate in conversations moving forward.
ANTICIPATE One constant remains: consumer expectations of what
technology can do. Embrace the velocity of change and the ongoing,
transforming landscape of possibilities.