Mobility Playbook Final

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MOBILITY PLANNINGPLAYBOOKDeveloped by Sara Norberg & Gregory Kukolj (Global Media Team) in collaboration with SMG1MOBILITY PLANNING PLAYBOOK OVERVIEWWHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?

MAKING MOBILITY PLANNING HAPPEN

THE MOBILITY PLANNING CHECKLIST

2MOBILITY PLANNING PLAYBOOK OVERVIEWWHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?



3WHAT IS MOBILITY PLANNING Enabling Brands to communicate and engage with their audience in a relevant manner through and with any mobile device.

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In most countries, Smartphones are now the primary screen, taking up 2.5 hours of time daily.

Smartphone users check their mobile device throughout the day on average 150 times per day.

Tablet use is more concentrated to evenings, with peak usage on this channel occurring between 6 12 as people are relaxing at home. Tablet usage patterns mean it is great for complimenting TV activity.

Mobile and tablet USAGE combined account for 50% of total screen timeMillward Brown 2014 (AdReaction : Marketing in a multiscreen world)Markets covered : Thailand, Philippines, South Korea, Turkey, Czech Republic, Indonesia, China Poland, Slovakia, Columbia, Germany, India, Mexico, Russia, USA, Brazil, Vietnam, Nigeria, Australia, Spain, Japan, Canada, Italy, Hungary, Saudi, Argentina, Kenya, France UK and South Africa5Despite already having huge scale, online mobile is also the fastest growing media channel in terms of media consumption, with the male 18-44 audience spending 2.8 additional hours on Mobile a week when compared to the same time last year.SOURCE: Global Web Index Q2 2014: 42 countries combined, Males 18-44Change in Media Consumption Hours/Week (Q2 2013 TO Q2 2014)Mobile is the fastest growing media channelHrs/weekTime on Mobile driving majority of growth.Similar changes seen against AP except M18-44 have declined in use od Broadcast TV and no growth in reading Online Print.

6FACEBOOKTotal Reach1.35 BnMobile Reach1.12 Bn

QQTotal Reach820 MMobile Reach600 M

renrenTotal Reach206 M Mobile Reach165 M

YouTubeTotal Reach1.8 BnMobile Reach400 M

TWITTERTotal Reach284 MMobile Reach228 M

WECHATTotal Reach600 MMobile Reach600 M

SKYPETotal Reach300 MMobile ReachTBC

SNAPCHATTotal Reach100 MMobile Reach100 MMobile platforms offer reach at scaleSource :YouTube YouTube Facebook Facebook Skype Skype QQ Tencent (who own QQ) Twitter Twitter Ren Ren GSMA Intellignece WeChat GSMA Intellignece Snapchat GSMA Intellignece

Notes : Snapchat : Snapchat is an mobile based app that allows users to take photos, record videos, add text and drawings, and send them to a controlled list of recipients. The content is then deleted immediately afterwards.We Chat : WeChat is the largest standalone messaging app by monthly active users in China.Ren Ren Often described as the Chinese Facebook (FB is blocked in China) is one of the largest social networking sites in China.Tencent QQ, popularly known as QQ, is an instant messaging software service developed by Chinese company Tencent Holdings Limited. QQ also offers a variety of services, including online social games, music, shopping, microblogging, and group and voice chat, and links to the QQ social networking site.7

159 avg. minutes spent with smartphones daily

115 min - Laptop104 min TV60 min - TabletMobile devices are highly personal and used throughout the full day.

Of the 2,5 hours users spend on mobile during the day, 66% is spent seeking entertainment, Socialising or Shopping.

These activities represent a key opportunity to connect & engage with our audience at scale via personal targeting.mobile ENABLES TARGETING at scale based on AUDIENCE BEHAVIOURSource: http://hbr.org/2013/01/how-people-really-use-mobile/ar/1Milward Brown Global Smartphone penetration is growing rapidly, with an estimated 2.7 billion smartphone users predicted worldwide by 2018. And the way they use these devices is diversifying.

8MOBILE DRIVES SALES: DOS EQUIS & HEINEKEN, FACEBOOK, HUSAImpact of Facebook advertising on sales and return on investment:

Overall results (increase among exposed shoppers):

Heineken: 2% uplift in sales, ROI $ 3.20Dos Equis: 2,6% uplift in sales, ROI $ 1,29

Results showed target audience thinks mobile first and the data showing desktop had NO impact on sales

Posts that had the product at the forefront were the most effective in driving sales.

SOURCE: HUSA Facebook/Datalogix study, Q4 2013: Males 21-34Partnership with Facebook and Datalogix to test how being exposed to Facebook advertising drives sales. 1) Datalogix links FB Profiles to the Corresponding Shopper Loyalty Profile Data2) Identify the Target: men 21-343) Reach the Target on Facebook with Paid Media4) Measure purchases of those who saw FB ads vs those who did not through shopper loyalty dataHeineken:Served 66 Million impressions across 12.8 Million households in one monthAverage of 5.1 impressions per household or 1.1 frequency per household per week

Dos Equis Served 49 Million impressions across 6.9 Million households in one monthAverage of 7.1 impressions per household or 1.3 frequency per household per weekMeasured post campaign effect for 4 weeks after the campaign was completed

To exploit these areas and give HEINEKEN a competitive advantage we will use an approach that we call Now, New, Next and this will be at the heart of IMC innovation: Now: analyse the effectiveness of past content. Find out what works well and what doesnt, and keep producing the content that works well.New: keep embracing innovative content that is successful, and building a rich learning cycle that can help analyse the effectiveness of this. This might turn out to be effective enough to become the content that you produce on a constant basis. This includes reapplying content opportunities leveraged from other markets. Next: produce something completely ground breaking. It should be built on sound principles but without any preconceptions of the outcome. Success is achieved by unlocking future new storytelling opportunities, or at the very least failing smarter so that we learn and improve next time.

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MOBILE DRIVES BRAND EQUITY: Heineken UCL, twitter, HUSAImpact of promoted tweets via mobile on Brand Health metrics during a UCL game.

Results (Increase among exposed engagers)+16pts: Associated Heineken as official sponsor of UCL+ 9pts: Heineken is a sociable brand (high/very high)+ 9pts: Like to purchase in next 3 months

Exposure alone successfully improved Champions League sponsorship association.Engagement further boosted this association, sociability rating for the Heineken brand, and intent to buy Heineken.*point increase between control group and among exposed engagers that interacted with @Heineken_US on Twitter

SOURCE: HUSA Twitter/Nielsen study, Q2 2014: Males 21-34Notes:Posts that had the product at the forefront were the most effective in driving salesPosts with higher engagement do not show more effectiveness in driving salesImpact on sociability rating was particularly strong with multiple exposures to Promoted Tweet content and among the 21-34 age segmentYounger audiences who engaged also showed stronger improvements in association and sociability rating than the general audienceEngagers responded more positively to Tweets with embedded photos

Engagers: Those who engaged with the Promoted Tweet with an action as follows: URL, CARD_URL_CLICK, PROFILE_PIC, SCREEN_NAME, HASHTAG, USER_NAME, RETWEET, REPLY, FAV, DETAIL, FOLLOW, PERMALINK, EMBEDDED_MEDIA, FOOTER_PROFILE

10MOBILITY PLANNING PLAYBOOK OVERVIEWWHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?



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1LINE-UPBRAND ASSETS AND STRATEGY2IDENTIFYCONNECTION MOMENTS3CREATETHE STORYTELLING BRIEF4DEVELOPTHE STORYTELLING PLAN5EXECUTETHE STORYTELLING PLAN

MOBILITY PLANNING WITHIN STORYTELLING12

1LINE-UPBRAND ASSETS AND STRATEGY2IDENTIFYCONNECTION MOMENTS3CREATETHE STORYTELLING BRIEF4DEVELOP5EXECUTETHE STORYTELLING PLANMOBILITY PLANNING WITHIN STORYTELLING

THE STORYTELLING PLANUNDERSTAND YOUR AUDIENCE READINESS FOR MOBILITY PLANNING

MOBILITY PLANNING IN YOUR STORYTELLING PLAN

PREPARE YOUR ASSETS FOR MOBILITY PLANNING

13Key Metrics to understand your audiencetypical SourcesMobile phone penetrationeMarketer & local databasesSmartphone penetrationeMarketer & local databasesMcommerce sales eMarketer, WARC, Euromonitor & local databasesTime spent on mobile per dayeMarketer, WARC, Euromonitor & local databasesMobile phone gamerseMarketer, WARC, Euromonitor & local databasesMobile internet userseMarketer & local databasesMobile music listenerseMarketer & local databasesMobile social usersSocial media platforms, eMarketer & local databases UNDERSTAND YOUR AUDIENCE READINESS FOR MOBILITY PLANNING

The first source should be the key stating point when looking to move to mobility planning. Because we look to have the audience at the heart of all our activations we have listed some key research metrics to consider locally when assessing the readiness of a given market to begin mobility planning.Research conducted before the development of the Telling Matrix to help guide the media choices. Whilst we have listed some global sources for this data, we also recommend referring to local databases for a comparison.We have offered no central guidance on thresholds as this is something that needs to be discussed with your local planning team incorporating their local knowledge of your market.14

1:1CommunityPaidOwnedEarnedMassBuild reach and frequency with Paid, by purchasing cost efficient and highly personalized mobile inventory against a deep audience understandingEnsure that our Owned content is mobile ready to maximise exposureMaximise Earned exposure on mobile by creating engaging content that travelsMobility planning in the Telling Matrix: MOBILITY PLANNING IN YOUR STORYTELLING PLAN

Here we see where Mobility planning sits across the Storytelling matrix.Given the high reach and the personal nature of mobile devices we have identified mobile inventory as having a place across Mass, Community & 1:1 across paid owned & earned.In paid we will use mobile inventory to maximise our reach and frequency reaching incremental audience & building frequency across platforms.We then must ensure that our additional reach can be driven to mobile optimised owned platforms to maximise exposure and ensure that we are able to reach the huge numbers of users browsing on mobile.Earned media is gained though mobile using easy sharing features on these platforms, and by having content that travels.15

MOBILE READY ASSETSFORMATCONSIDERATIONSMOBILE READY SITEMOBILE SITEA mobile optimized landing page is a must when driving users from mobile ads.The landing page must give the audience a good user experience in terms of the way that they view, navigate and interact with the brand content.VIDEOTypically short videos work better on mobile formats as users are browsing quickly through content.IMAGEViewers scroll through mobile content quickly, therefore images with impact on mobile screens are best. These must be designed for the highest screen resolution, but make sure the file size does not slow down the users experience.TEXTShort form content works best for mobile inventory, with direct and relevant content for the user to digest. As a guide we recommend no more than 35 charactersMAPS/GPSMap features can be used to drive engagement on or off trade purchase.MOTION SENSORMotion sensors are useful for monitoring device movement, such as tilt, shake, rotation, or swing. This can be utilised to make any interactivity more intuitive and engaging.MOBILE READY AD ASSETS

PREPARE YOUR ASSETS FOR MOBILITY PLANNINGASSETS THAT UTILISE MOBILE FEATURES

The most important factor before beginning mobility planning is to ensure that you have a mobile optimized destination for users to go to. Not having this will mean a bad users experience for any users who click to find out more.

The next most important section is to have mobile specific assets Guidance is give here for video, image and text but the main point here is that as the mobile screen and also tablets are smaller than a laptop/TV we know people consume media on this platform in a different more bitesize wayIt is important to develop assets with this audience behavior in consideration. So, it is always best to keep assets short, impactful and straight to the point

Finally, smartphones have many functions integral to the devices such as maps and motion sensorsAlso the majority of devices are also touch screen which makes means the content will be directly interacted withAgain it is great to keep this in mind and where relevant incorporate elements of this into the creative

The appendix of this presentation also includes a link to the creative spece for some of our ket partners that you may want to share with creative partners when beginning planning.

16MOBILITY PLANNING AS PART OF A STORY TELLING PLAN: #CHAMPIONTHEMATCH 2015Champion the Match - the next chapter of 2014 #ShareTheSofa Real time action as well as a layer of retargeting with a message reminding our audience to purchase some Heineken ahead of match night.

To highlight a great example of how mobility has been used in a storytelling matrix we have looked at the upcoming champion the match campaignThis is a follow on from the share the sofa campaign, but incorporates an additional layer of activity of pre and post targeting in order to drive users to purchase based on our audience insights as to when users are most likely to buy beer.

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MASS

COMMUNITY

1:1ACT 1: SPARKBUILD UPACT 2: IGNITEMATCH DAYACT 3: ENGAGEPOST RESULTPAIDOWNEDEARNEDPAIDOWNEDEARNEDPAIDOWNEDEARNED1) TVC in Paid Mass is amplified on mobile platforms. TVC is also hosted on Owned social platforms that are mobile optimized. Sharability is maximised to increase Earned.2) The real time messaging on Owned social platforms is accessible on mobile, maximizing Earned. This is amplified through Paid Mass that includes mobile social.3) Interactive video in Owned community driving deeper engagement. Mobile Paid retargeting will drive users to store to Earn sales.

LAUNCH TVC (MOBILITY)Build awareness of Game Maker message

AMPLIFY ON SOCIAL & FOOTBALLING PORTALSFocus on desktop

CONVERSATIONS STARTEDINFLUENCER & MEDIA PRE-MATCH Q&A & GIVEAWAYSFANS SHARE, RESOND & CREATE OWN CONTENT

ON-GOING TVC SUPPORTBTL MESSAGING & REAL-TIME CONTENT OVER MATCH

TWEETS REPONDING TO FANSMEDIA & INFLUENCERS SPEAK TO OUR LEGENDPOSON-GOING TVC SUPPORTGIVE AWAYS TO ENGAGED FANSMEDIA COVERAGE OF HIGHLIGHTS

HIGHLIGHTS REEL FROM THE MATCH PINNED ON TWITTER

FANS RETWEET & SHARE

AMPLIFY TO UCL FANS MOBILITY

MOBILITY PLANNING AS PART OF A STORY TELLING PLAN: #CHAMPIONTHEMATCH 2015Act 1 Pre match - Mobile is used to extend the reach of the paid for media by running the creative across mobile video, mobile display, and using the huge reach of major social networks mobile base to build excitement ahead of the match. Also retargeting is used to remind the man of the world to stock up on Heineken ahead of the game when they are in proximity to store and around the times we have identified for them to be shopping.Act 2 During the match - Mobile audiences are key to the real time social messaging with many of the users interacting with the campaign dual screening whilst watching the game and reacting live to the action on screen.Act 3 Post game Mobile sharability is key to increasing sharability and extending the reach of the social channels which is key to the longevity of the campaign.18

1LINE-UPBRAND ASSETS AND STRATEGY2IDENTIFYCONNECTION MOMENTS3CREATETHE STORYTELLING BRIEF4DEVELOPTHE STORYTELLING PLAN5EXECUTETHE STORYTELLING PLANMOBILITY PLANNING WITHIN STORYTELLING

CONTENT CHARACTERISTICS TRIGGERING audience participation

TARGET YOUR AUDIENCE

MOBILE FORMATS

KEY MOBILITY PARTNERS

ALLOCATING THE BUDGET SPLIT EFFECTIVELY

OPTIMISE AND REVIEW YOUR PLAN

19CONTENT CHARACTERISTICS TRIGGERING audience participationINTUITIVEEncourage participation through simple and clear actions.

COLLABORATIVETriggering the desire of consumers to be part of a bigger whole.

REWARDINGA clearly understood whats in it for me for the consumer.

There are a few key characteristics to consider for triggering audience participation for digital in general, including mobile. If you are looking to engage the audience, assess if the execution is intuitive, collaborative and rewarding as these will help trigger participation20CONTENT CHARACTERISTICS TRIGGERING audience participation

INTUITIVECOLLABORATIVEREWARDINGINTUITIVESamsung - GlobalA simple ad unit that detects what device a user is using and takes them to a site that compares the specs of the device to the Galaxy note.

Users did not need to fill in additional information about their device to make the comparison.

21CONTENT CHARACTERISTICS TRIGGERING audience participation

COLLABORATIVETetley Tea UKA mobile ad unit that linked into users camera & photo gallery function on their device and allowed them to put their face onto the brand popular characters.

INTUITIVECOLLABORATIVEREWARDING22CONTENT CHARACTERISTICS TRIGGERING audience participation

REWARDINGAdidas - EuropeMobile ad formats that detect when a mobile user has completed an action within an app and from there can target them with a relevant opportunity for reward

1. User completes action within app2. Ad unit with opportunity for reward is shownINTUITIVECOLLABORATIVEREWARDING23TARGET YOUR AUDIENCEAvailable targeting opportunities:DEMOGRAPHIC TARGETINGBEHAVIOURAL TARGETINGVERTICALSTIME & DAY TARGETINGDEVICE / OS / CARRIERDYNAMIC TARGETINGGEO-TARGETINGAPP DETECTION

This next section should give you an idea of the targeting options that existMobile is scalable but because it is a personal device it also allows hyper targeting. Are limitations however -Targeting on mobile depends on a number of different factors notably cookies, past history, Wifi locations, GPS targeting, NFC and Bluetooth etc that may not be available in your markets, please check with your local SMG teams.

24TARGET YOUR AUDIENCEDEMOGRAPHIC TARGETINGUsing multiple data sources from partners such as InMobi we can reach out to our core target audience on their mobile devices.

E.g. Age Gender, Income etc.

DEMOGRAPHIC TARGETINGVERTICALSDEVICE / OS / CARRIERGEO-TARGETINGBEHAVIOURAL TARGETINGTIME & DAY TARGETINGDYNAMIC TARGETINGAPP DETECTION

Standard demographic targeting, obviously there are a number of different factors and data sources that we can target by.25TARGET YOUR AUDIENCE

VERTICALSTarget users based on the mobile content they are looking at and serve them a related message.

E.g. Serve an ad with a music messaging to a user who has been searching for music content


Next option is something you may have used in the past. Instead of inventory targeted towards the correct audience, this is getting our message over in the context of relevant content.If we have a music message it is good run against music content26TARGET YOUR AUDIENCE

Device / OS / CarrierTargeting based on the composition of a users mobile phone / data

E.g. driving iPhone users to download an apple optimised app


A targeting option that is unique to mobile devices,Another option on mobile is to target users by the characteristics of their device, using information such as the Device / OS / Carrier when this is relevant to the campaign.27TARGET YOUR AUDIENCE

GEO-TARGETINGTarget users around certain key defined areas. Accuracy can be added into this using beacon technology.

E.g. Postcode, city level, proximity to bars & shops


This is another option that is unique to mobile. Geo-Targeting that allows us to focus on when a consumer is in proximity to a specific location. This is a great tactic for things such as driving users to store, or to inform potential visitors of an nearby attraction or event.

This can be done through a number of methods for example geo-fencing where GPS is used to identify users in a specific area, or through beacons where Bluetooth activates when devices get within a certain range of the beacon.

Beacons are a technology that enable a smart phone or other device to perform actions when in close proximity to an Beacon.

One application is to help smart phones determine their approximate location or context. With the help of a Beacon, a smartphone's software can approximately find its relative location to an Beacon in a store. Beacons can help a phone show notifications of items nearby that are on sale, and it can enable payments at the point of sale (POS) where customers dont need to remove their wallets or cards to make payments. Beacon technology works using the Bluetooth Low Energy (BLE) technology, also known as Bluetooth Smart.

28TARGET YOUR AUDIENCE

BEHAVIOURAL TARGETINGIdentify key mobile behaviour and interests based on previous web activity.

E.g. Serve ads to users who have been identified as having an interest in similar content


This is again targeting that you may have come across on standard digital campaigns, but is something that can be replicated on mobile devices.29TARGET YOUR AUDIENCE

TIME & DAY TARGETINGIdentify key mobile usage times and serve a message relevant to that time

E.g. Serving a message about going out on a Friday evening


Targeting by time and day is a great way to provide an additional layer of context to campaigns with the ability to target campaigns towards key times that we know our audience are likely to be engaging with content.30TARGET YOUR AUDIENCE

DYNAMIC TARGETINGDeliver a specific message to a mobile device to increase the relevancy of the creative for the user such as Weather, time of day or on a particular day of the year

E.g. Enjoy a chilled Bulmers when over 24C


Dynamic targeting also allows us to serve a contextually relevant message to factors that are offline such as weather activated (for cold drinks) or reacting to events that are going on dynamically.

31TARGET YOUR AUDIENCE

APP DETECTIONIdentify whether a user already has a particular app installed on their mobile device and target them accordingly

E.g. a Twitter ad that drives users to the Twitter app


Finally the last targeting option is app detection, again unique to mobile this scans the apps that are currently on a users mobile device and allows you to target users who have a specific application. This is great for providing a intuitive user experience such as targeting users who have a twitter app to an add that links though to a twitter landing page.32MOBILE FORMATSAvailable mobile formats :DISPLAYVIDEONATIVE UNITSCOUPONSTEXT/ CARRIER DATABESPOKE PARTNERSHIPS

Introduction to some of the possible formats that we have available to us on mobile.Not an exhaustive listConstant evolution and releasing new formats on the major platforms:Easy to be taken in by the most engaging & flashy formatsWe need to make sure that our audience is at heart when choosing the right format for testing and learnEnsure that we add value when we reach our audience.Especially given the huge scale of mobile.

As mentioned before there is a direct link to common sources for detailed mobile ad format specs in appendix33DISPLAYStandard online formats online with a creative message embedded within the online content on screen.

The format comes with a number of different targeting options, and is best used for reaching a mass audience.DISPLAYNATIVE UNITSTEXT/ CARRIER DATAVIDEOCOUPONSMOBILE FORMATS

BESPOKE PARTNERSHIPS

Most prolific format. If used in the right way this can be impactful & relevant to the user, where we want to move away from high volume low quality digital display.

Media partners who are introducing higher impact display formats such as Flipboard.34NATIVE UNITSAd messages that sit within the stream of content that users consume, usually less intrusive and has higher engagement rates.

Used for broadcast of campaign messaging to drive users to relevant branded contentMOBILE FORMATS

DISPLAY

NATIVE UNITSTEXT/ CARRIER DATAVIDEOCOUPONSBESPOKE PARTNERSHIPS

Native units are ad formats that appear in the stream of the content that users consume. Higher engagement rates as it is usually mobile optimised feels more like content to the user, and has the huge scale of the platforms if runs one.35TEXT/CARRIER DATAProviders can use first party opt-in data to target relevant users with an SMS/MMS message.

Used for reaching a mass population that does not have high smartphone penetration, or to geofence a particular region.MOBILE FORMATS

DISPLAY

NATIVE UNITSTEXT/ CARRIER DATAVIDEOCOUPONSBESPOKE PARTNERSHIPS

2. Consumer is taken to the Rich Media Creative via SMS url1. SMS to consumerStill a relevant format, and great for driving users to action, or location based targeting.Whilst we know that a text message is compelling in itself, can also be used to drive smartphone users to a richer media experience to prolong the message36VIDEOVideo content on smartphone devices to provide further incremental reach to video assets.

Used to create a great extension to TV and online video campaigns extending the reach of the overall activity.MOBILE FORMATS

DISPLAYNATIVE UNITSTEXT/ CARRIER DATAVIDEOCOUPONSBESPOKE PARTNERSHIPS

Video on mobile also needs a mention given the rise in users consuming media on mobile devices with 40% of youtube views coming from mobile globally.Want to use as an extension to TV and standard online video as per the IPS playbook37COUPONSVirtual coupon served to users that can be traded in real life for a discount on goods & products or for entry to an event.

Great activation for driving users to trial MOBILE FORMATS


Again a format that when used in the right context can be very powerful for activations such as driving users to trial.38BESPOKE PARTNERSHIPS Work with publishers directly to create a unique user experience. This can come in the form of advertorials, infographics, games, editorial, video.

Varies by partner but best used when the publisher platform has a good strategic fit with the brand or campaign objectives.MOBILE FORMATS


Samsung Galaxy Note advertised within Angry Birds gameWorking with publishers to create things such as richer media experiences and special activations bespoke to the activation39PUBLISHERSPREMIUM NETWORKSKEY MOBILITY PARTNERS

SOCIAL PLATFORMSDEMAND SIDE PLATFORMS (DSPS)NETWORKSTECHNOLOGY PLATFORMSIn this section we give you an idea of the sort of partners that operate in the mobile segmentThe media partners in here are given as examples of these types of partners and are not intended as a recommendation of who to work withFor a recommendation on who is best to use please speak to your local SMG planning team who should be able to give you guidance for the best partners in your region.40PUBLISHERSPREMIUM NETWORKSPUBLISHERSe.g. Yahoo, AOLSite-specific buys. Less prevalent in mobile due to the network / DSP model, but some publishers offer direct buys. Typically can create more custom experiences tailored specifically to the audience.KEY MOBILITY PARTNERS

SOCIAL PLATFORMSDEMAND SIDE PLATFORMS (DSPS)NETWORKSTECHNOLOGY PLATFORMS

Running across a specific set of properties, we have looked at AOL and Yahoo but this also includes local news sites.Less common in mobile due to the buying model, but can offer direct buys.Again this a great route when looking at specific partnerships but is commonly bought in conjunction with desktop inventory41SOCIAL PLATFORMSe.g. Facebook, Twitter, QQWith more and more social media becoming consumed on mobile platforms these media partners are now key to the mobile landscape.KEY MOBILITY PARTNERS

PUBLISHERSPREMIUM NETWORKSSOCIAL PLATFORMSDEMAND SIDE PLATFORMS (DSPS)NETWORKSTECHNOLOGY PLATFORMS

Offer huge reach and allow us to increase the reach of our campaigns.Most social networks by nature have a huge mobile reach, and any camapign with a social element should have a mobile strategy in line with consumer behaviour.42NETWORKSe.g. Blis, Millenial,Opera, inmobiCollection of sites signed up to sell their inventory mainly through non-exclusive deals. Scale and reach over a managed solution typically layering on multiple technology and data partners to supplement standard dataKEY MOBILITY PARTNERS

PUBLISHERSPREMIUM NETWORKSDEMAND SIDE PLATFORMS (DSPS)NETWORKSTECHNOLOGY PLATFORMS

SOCIAL PLATFORMSMobile networks are groups of sites that allow us to gain access to a large, targeted audience at scale using data to identify a specific audience group.43PREMIUM NETWORKSe.g. imagine, 4thScreen, InSkinCollection of sites signed up to sell their inventory mainly through exclusive deals. Typically more bespoke partnerships can be achieved with publishers as relationships via the network are managed on a more personal basisKEY MOBILITY PARTNERS

PUBLISHERSPREMIUM NETWORKSSOCIAL PLATFORMSDEMAND SIDE PLATFORMS (DSPS)NETWORKSTECHNOLOGY PLATFORMS

Premium networks are similar to networks, however they work much closer with the sites that they publish on to offer in order to make it easier to do more bespoke activations and to make partnerships easier to activate whilst still maintaining scale across multiple publishers44Demand side platforms (DSPs)e.g. Turn, byyd, AdBrainBiddable and efficient scale obtained through the use of the DSPs; obtaining their inventory via exchanges (inventory pools where publishers sell remnant inventory). Managed & self-serve solutions are available.KEY MOBILITY PARTNERS


SOCIAL PLATFORMSThis is something you should be familiar with from the Telling Fundamentals masterclass.This links into the overall discussions that are being had around programmatic.And there will be more to come on this soon from the global media team

45Technology Platformse.g. Blippar, Shazam, AurasmaDo not necessarily offer direct media opportunities, but do provide solutions or platforms to enhance existing tech stacks, or create new spaces over which to layer smart media solutionsKEY MOBILITY PARTNERS


SOCIAL PLATFORMSBlippar, Shazam, Aurasma are all platforms that allow the implementation of AR (augmented reality) virtual integration of images into real life - into mobile advertisementsMay have seen some great examples of AR such as the Lynx (Axe) angels or the Pepsi max bus sheltersOffers a simple and hugely engaging layer to mobile activations, something interesting or different

46 ALLOCATING THE BUDGET SPLIT EFFECTIVELY SMG Mobility planning tools help to establish the right media pressure and budget split across screens.Taardis*

Audience planning tool used for calculating the optimum formats to reach a given audience across AV channels (for mobile video). Optimises reach based on multi-channel AV platforms to drive the most efficient reach for a given budget. As per the ISP Planning Playbook.

Multichannel Audience Dynamics* (M.A.D.)

Audience planning tool for calculating optimum formats to reach a given audience across all media. Recommends reach based budget splits across any mix of media (incl. non-traditional media) and calculates the multi media reach.*Taardis and MAD available in most markets, please speak to your local SMG team regarding availability & local media pressure planning tools

Similar to Telling Fundmentals this will give you a peek behind the curtain of buying.These are interal tools used by SMG for budget setting, both for mobile and for ISP.These should be a starting point for setting your test and learn budget, however this should e something that should be discussed with your local SMG team based on campaign objectives and local market factors. 47REACHCREATIVE WEAROUTFREQUENCYDWELL TIMEGROSS CLICKSDEVICE REPORTING OPTIMISE AND REVIEW YOUR PLAN

UNIQUE CLICKSGEO REPORTINGIntended to give you an overview of typical metrics.This can be used to set targets, optimise or simply to give you a richer picture of how users are engaging with your content.No guidance again is given here for benchmarks as these again should be set locally and in agreement with you local SMG team.

Measuring and optimising mobile advertisingAs with all digital formats, there are no industry standards. All social media platforms offer their own metrics, with limited transparency on technical set up and limited possibility for 3rd party tracking. Digital mobile measures across different platforms are not consistent and this is important to consider when using multiple platforms, or comparing between platforms.

User loginSocial media platforms such as Facebook and Google (YouTube) use the personal details from user accounts for targeting which enables cross device targeting

Cookies Cross device. Also worth noticing is that it is not possible to use cookies on iOS devices. 48REACHThe percentage of our audience who have been exposed to the brand communication via mobile. OPTIMISE AND REVIEW YOUR PLAN

REACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGThis is explained in the Channel Guide of the Telling FundamentalsThis is additional to impressions in that it gives us the number of unique users who have seen our messageWe need to scrutinise how different vendors also define reach with the definition not always being the same from vendor to vendor and us needing to be aware of this.49 OPTIMISE AND REVIEW YOUR PLAN

FREQUENCYThe average number of times our reached audience are exposed to the brand communication via mobile.

REACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGAgain looking at the number of times our unique users from our reach are exposed to the brand messageAgain scrutiny is needed here to check for consistency50 OPTIMISE AND REVIEW YOUR PLAN

GROSS CLICKSThe total number of clicks on our communications. If a user clicks twice they are counted twiceREACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGThe total number of clicks that a piece of content has gainedUser clicks twice they are counted twice51 OPTIMISE AND REVIEW YOUR PLAN

UNIQUE CLICKSThe total number of users who click on our communications (via one specific tracking). If a user clicks twice they are only counted onceREACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGUnique clicks 52 OPTIMISE AND REVIEW YOUR PLAN

CREATIVE WEAROUTWhen the engagement / response rate of a piece of content or mobile ad execution has dropped significantly v.s. initial rates, indicating that it is worn out and not as effective anymore, and should be replaced with fresh content/copy/ad.REACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGThe creative wearout this is the amount of time it takes before a piece of content is no longer viewed or shared and interactions with the content get to a point where they are minimal and new creative needs to be released to keep the audience engaged.53 OPTIMISE AND REVIEW YOUR PLAN

DWELL TIMEThe average amount of time that users spent with our content , for example how long a user spends viewing a piece of mobile content.REACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTINGThe amount of time users spend with the content54 OPTIMISE AND REVIEW YOUR PLAN

DEVICE REPORTINGA report showing the number of impressions split out by deviceREACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTING55 OPTIMISE AND REVIEW YOUR PLAN

GEO REPORTINGA report showing the number of impressions split out by locationREACHFREQUENCYGROSS CLICKSCREATIVE WEAROUTDWELL TIMEDEVICE REPORTINGUNIQUE CLICKSGEO REPORTING56MOBILITY PLANNING PLAYBOOK OVERVIEWWHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?



57CHECKLIST FOR MAKING MOBILITY PLANNING HAPPEN1

4DEVELOP5EXECUTETARGET YOUR AUDIENCEAvailable targeting methods include Demographic, Verticals, Device & Operating system, Geo-targeting, Behavioural, Time & Day, Dynamic and App-Detection.

MOBILE FORMATSAvailable formats include Display, Native Units, Text & Carrier Data, Video, Coupons & Bespoke Partnerships.

KEY MOBILITY PARTNERSKey video partners include Publishers, Social Platforms, Premium Networks, Demand Side Platforms, Networks and Technology Platforms

ALLOCATING THE BUDGET SPLIT EFFECTIVELYAvailable SMV tools to establish the right media pressure and budget split are M.A.D. and Taardis.

OPTIMISE AND REVIEW YOUR PLANKey metrics for optimising and evaluation are: Reach, Frequency, Impression Lifecycle, Unique Clicks, Gross Clicks, Device and geo report & dwell timeUNDERSTAND YOUR AUDIENCE READINESS FOR MOBILEReview key video mobility metrics to understand your audience viewing behaviour.

MOBILITY IN YOUR STORYTELLING PLANMobility amplifies Paid media support in Mass, Community and 1:1.Mobile assets can also be used in Owned channels for additional reach.Many mobile formats also allow for easy sharing in social media, creating incremental Earned.

PREPARE YOUR MOBILITY ASSETSEnsure your destination is mobile optimised and check that all of the functionality of the device is being used.

58Key watch outsAvoid new shiny object syndrome: Mobility Planning should always be rooted into a clear understanding of your audience

Do not consider Mobile in isolation - Mobile-only wont move the needle: Mobility Planning should be considered as part of an integrated StoryTelling plan across relevant screens and devices.

Do not forget about Mobile when evaluating: Build on what works, learn and reapply.

59APPENDIXSources for detailed mobile ad format specs they are constantly evolving and releasing new formats on the major platforms:

Facebook Mobile Specshttps://www.facebook.com/help/103816146375741Twitter Mobile Specs https://dev.twitter.com/cards/types Google (YouTube) Mobile Specshttps://support.google.com/displayspecs/answer/187096?hl=en IAB Mobile specs http://www.iab.net/guidelines/508676/508767/mobileguidelines

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Documents

Mobility Playbook Final