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The Home Screen is Full of Mobile MomentsBrian Wong @ The First iMedia Canada, Hyatt Regency Montreal
Kiip serendipitously rewards moments in consumers’ lives.
Our evolution: what other moments were in a consumer’s day?
Soon, we found moments everywhere.500 million of them per month.
2,100 apps integrated.75 million devices each month.
39 million rewards delivered per month.$15.4 mm in VC Capital raised from Verizon, AmEx, True Ventures
MORNING
AFTERNOONE
VENING
LOGGEDworkout
MAKESplaylist
FINISHESto-do list
ACHIEVEShigh score
WATCHESnew show
REVIEWSnew recipe
The Mobile Home Screen, Translated for Marketers
A Sampling of Homescreen Moments
985,000 people 594,689 people 353,342 people 346,142 people
83,232 people
Why moments?
Our mobile life is a series of moments.
MORNING
AFTERNOONE
VENING
LOGGEDworkout
MAKESplaylist
FINISHESto-do list
ACHIEVEShigh score
WATCHESnew show
REVIEWSnew recipe
Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment.“
- Adam Bain, CRO, Twitter
Mobile Search MoMentSUnderStanding how Mobile driveS converSionS
3 of 4 mobile searches trigger follow-up actions
Mobile searches drive valuable
outcomes for businesses
Actions triggered by mobile search
also happen very quickly
of conversions (store visit, phone call or purchase) happening within an hour55%
On average, each mobile search triggers
nearly 2 follow-up actions
Product & shopping searches have a
Mobile search is always on, happening
on the go, at home and at work
of mobile searches occur at home or work; 17% on the go77%
36%
Continued
Research
25%
Visited a Retailer’s
Website
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Shopping queries are 2x more likely to be in storeMobile Search Ads
We live in moments. We consume in moments. We want things now.
A wasn’t about just the reward. It was about happiness.
EXCLUSIVE CONTENT
COUPONS
ACCESS
FEATURES
CREDITS
BRANDED TIPS
EXTERNAL POINTS
VIRTUAL CURRENCY
INFLUENCER REWARDS
Why emotion? Our 5 learnings.
Confidential RunKeeper •
MomentsMoments
Media
Conversion
CRM/Loyalty
Data
Social
Content/Creative
More Can Happen Than Just an Impression.#1
Advertising + Loyalty
Not All Moments Are Created Equal.#2
16%
Auto
in-app redemption rate
Health & FitnessCharity CPG Retail Entertainment
22%13% 13% 10%
20%
Redemption by Reward Industry
close button
terms of service
call to action submit button / app logo
brand message
custom copy
No I Don’t Want This Reward
Respect The User and Magic Will Happen.#3
Good work! You’ve earned Game Currency.
500 coins
People Want to Buy More in Moments
+ 139%
Brand Favorability
+ 143%
not exposed
exposed
Purchase Intent
People Spend More in Moments
$74
$10 off coupon 15% off coupon
$94
Average Order Values
Exposed to Kiip Brand Reward Game Play
This Participant Expresses More Positive Valence When Receiving Reward !
#16!
#14!
#12!
#10!
#8!
#6!
#4!
#2!
0!
2!
4!
1! 4! 7! 10! 13! 16! 19! 22! 25! 28! 31! 34! 37! 40! 43! 46! 49! 52! 55! 58! 61! 64! 67! 70! 73! 76! 79! 82! 85! 88! 91! 94! 97!100!103!106!109!112!115!118!121!124!127!130!133!136!139!142!145!148!151!154!157!160!163!166!169!172!175!178!181!184!
Vale
nce
Quarter Seconds of Game Play
© 2013 IPG Media Lab. Proprietary & Confidential
114% increase in happiness.
Behavior Defines Rewards; Rewards Don’t Define Behavior.#4
Instant Gratification Does Well (Virtual)
14% 11%
Overview: Breyers
Happiness Repeated
257%5.3%
18.9%
Kiip Network
avg. engage
repeat user engage
Lift
The Future:Ambient moments; ambient loyalty.
Tapping into connectivity.
&
Serendipity, Surprise & Delight.
There is Scale. But Not in Reach and Frequency.#5
In 2013, we saw 4,609,313,592 moments.
new data
That’s 12,619,886 moments per day
That’s 525,829 moments per hour
That’s 8,764 moments per minute
That’s 146 moments per second
old data
That’s 3,123,197 moments per day
That’s 130,133 moments per hour
That’s 2,687 moments per minute
That’s 36 moments per second
Billions of moments, billions of opportunities to delight.
Next Steps: My Challenge to You
What’s your moment?
SPORTS
COOKING
CELEBRATION
PRODUCTIVITY
JFDI
CLUMSY
BEAUTY
SOCIAL
UNPARALLELED
WINNING
GOALS
WINNING
DINING
[email protected]/brian_wongwww.kiip.com
