Mobile Best Planning

7/30/2019 Mobile Best Planning

1/19

MOBILE FIRST,

MOBILE BEST

CONNECTED MEDIA

FRAMEWORK

Wednesday, May 15, 13


2/19

THECOLLECTIVE

FACTORY

@august_west

[email protected]

AP

mailto:[email protected]:[email protected]


3/19

Mobile

as

Platform

Mobile

as

Channel

THESIS



4/19

4

THE CURRENT PLANNING

PROCESS IS ANTIQUATEDLIKE THIS MODEL T:

IT WORKS...

BUT ITS NOT VERY

EFFICIENT



5/19

TYPICAL PLANNING PROCESS

5

The typical planning process has the consumer

in the center. You would then determine which

media channels that consumer spends time in.

CONSUMER SURROUND

BYMEDIA CHANNELS

On-ProductDirect

Radio

OOH

TV

Print

Phone

TV

THIS SOUNDS

IDEAL RIGHT?



6/19

6

ITS NOT. HERE IS WHY:This process was developed when media was static.

It was developed before everyone had aconnected device on them 24 hours a day.



7/19Wednesday, May 15, 13


8/19

ALL BELOWIN REAL TIME

TV OOH Radio Print In-Store Tablet Computer Event DR Mail

PERMACONNECTION - - - - - - - - -

PROVIDESLOCATION - - - - - YES YES - -

TRANSACTIONAL - - - - YES YES YES - -

SOCIAL - - - - - YES YES - -

8

KEY DIFFERENTIATORS FOR MOBILE

MOBILE WINS ACROSS THE BOARD



9/19

9



10/19

On-Product

Dire

Radio

OOH

TV

Print

BECAUSE WE ALL INTERACT

WITH MEDIA DIFFERENTLY

How media impacts the user

changes dramaticallydepending on the connecteddevicethe user has

A OOH placement for examplecan gain contextual relevanceif interacted with a connecteddevice



11/19

... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATION

desktops tablets phones



12/19

12

WHAT IS THE ADVANTAGE OF

THIS FRAMEWORK?

TO CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFOWednesday, May 15, 13


13/19

OMNI-CHANNEL IMPLEMENTATION

=MORE MONEY= WINNING!

AUDIENCE SIZE CAN INCREASE BY +13

CONSUMER DROP OFF CAN IMPROVE BY

+20OVERALL CONVERSIONS CAN INCREASE BY +19

Source: Insight Express Mobility Study (blinded)



14/19

14

THE BASIC FRAME

FOR SUCCESWednesday, May 15, 13


15/19

The Brand

Data the brand knows about the userThird party intelligenceUser personas

Media Type

User:

Time/LocationDevice Type/CognitiveEmotional

USER

THE MEDIA, BRAND AND CONSUMER UNIVERSE

THE CONNECTED DEVICE = THE USER

The king pinfrom which everything pivots:

TRANSACTIONAL, SOCIAL, PERMA CONNECTION

BRAND



16/19

DECONSTRUCTING THE MODEL - THE USER

The current psychological

state of user. Based on not

only the individual (current,past stress, desires and

needs) but how they are

effected by location and

cognitive abilities

What the phone knows:

Where the user is. Whatmedia they are looking at. The

temperature, time of day, etc.

How the user pro

information (devic

very addressable

very addressable

addressable

These three thin

formulate intent.

leveraged by the

TRANSACTION



17/19

DECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE US

Media Channels

TIME - LOCATION - EMOTIONAL - COGN

Media Channel impacts:The device you use and the content you

Media Channel + Place impacts:Cognitive (device type) - Emotion - Con

Media Channel + Time impacts:Content

Media Channel + Connected Device impacConnections to other media channels (Bthe connected device.

IMPLICATION:Media regardless of channel can no

longer be thought of as static



18/19

THE BRAND - DATA THE BRAND KNO

SalesBehavioral

Lifestyle

AttitudePreferences

Third party (e.g. research or DSP)

DECONSTRUCTING THE MODEL - THE BRAND



19/19

THATS IT.

FOR NOW

CONTACT:

Gene Keenan

[email protected]

415-218.7369

http://www.thecollectivefactory.com

http://www.thecollectivefactory.com/http://www.thecollectivefactory.com/http://www.thecollectivefactory.com/mailto:[email protected]:[email protected]

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Mobile Best Planning