Upload
imedia-connection
View
633
Download
0
Embed Size (px)
Citation preview
What Can Mark Wahlberg Teach Us About Consumers &
Marketing Strategy?
Will Kassoy, CEO Ira Rubenstein, EVP Digital Marketing
2
• Mobile is reaching a tipping point• Within mobile, apps vs. mobile web,
apps are where time is spent• iOS is dominating minutes spent• Social and gaming = broadest
reach!
Mobile Landscape
@AdColony 3
203,644,607
But While Device Penetration is Huge, Mobile Video Issues
@AdColony 4
@AdColony
What Can Mark Wahlberg Teach Us About Consumers and Marketing Strategy
5
Partnered with Nielsen and Universal/Ignited:
What’s the impact of TV + Mobile Video?
@AdColony 6
Recent Studies Show Consumers Increasingly Multitask When Watching TV
@AdColony 7
Fielded “Contraband” Theatrical Release Spot as Test Video Ad
• Ran :15 second video spots on TV and mobile
• Mobile ads served with AdColony’s Instant-PlayTM HD video ad technology on iPhone & iPad
@AdColony 8
TV + Mobile Drives Huge Lift Across All Brand Metrics
@AdColony 9
Key Takeaways
• Mobile campaigns complement TV by driving substantial additive effects on all key brand metrics
• Consider dayparting a portion of the mobile flight to match the TV flight
• Cross-platform video campaigns yield higher brand recall rates
• Additional exposure on mobile video allows users to immediately engage and learn more about brands
• Video campaigns run across multiple platforms drive stronger word-of-mouth recommendations
• Consumers are more likely to purchase when exposed to video ads across multiple platforms
@AdColony 10
How Mobile Video Solves Entertainment
Marketing Objectives
@AdColony 11
#1: Create Awareness
• Complement TV with hi-def, instantly playing mobile video to drive awareness
@AdColony 12
#2: Drive Trailer Views
@AdColony
#3: Engage Socially
@AdColony
#4: Get Showtimes & Boost Ticket Sales
@AdColony
Summary• Mobile = Scale: Mobile has penetrated 50% of US
population and is key media channel to reach 150 million+ consumers
• TV + Mobile Video = 72% Lift: Mobile video is an excellent complement to TV campaigns to drive demand as shown by AdColony/Nielsen Ad Effectiveness Study
• Solves Multiple Marketing Objectives: From awareness to buzz generation to social engagement to ticket sales, mobile meets a breadth of needs@AdColony 16
Ira Rubenstein
EVP Digital Marketing,
20th Century Fox
@AdColony 17
Thank You
@AdColony 18