Market in the Moment to Boost Consumer Engagement

Market in the momentTo boost consumer engagement

Rick JonesHead of Marketing, North America

Presenters

James Reiss Head of Mobile Strategy, North America

Professional marketer and brand builder for

advertising-technology and new media

companies in New York City

More than 20 years across technology

companies like Adobe, IBM, and Cisco

Senior integrated marketing lead with over 18 years of

experience, most recently with Havas Worldwide

Expertise in developing and implementing successful

digital strategies for the technology, wireless/telecom,

entertainment, travel, financial services, CPG and

healthcare industries

A little bit about us

World’s largest independent mobile ad network

• Provide a turnkey

solution enabling the

world’s leading brands

to engage global

consumers through

mobile advertising

• Recognized by MIT

Technology Review as

one of the 50 Disruptive

Companies

• Awarded Outstanding

Startup by Forbes India

in 2014

We reach 872 million uniques across 200 countries and enable 159 billion ad impressions globally per month

The connected consumer

Why moments matter

Attributes:

Demographic, Psychographic

Needs

Attitudes / Outlook

SO FAR:COHORTS BASED ON BROAD CONSUMER ARCHETYPES

All of these are

subject to change

based on consumer

moments

Moments differ for the same consumer

Consumer pre-

occupied and not

available for brand

messaging

Interested in

content

Possibly interested

in videos

And moments define the likelihood of consumer action

Consumer decision making

has transformed because of access to information

Composed of several

consumer moments,

some of which are

opportune moments

for brands

THE CONSUMER PATH TO PURCHASE HAS UNDERGONE A TRANSFORMATION

With Moment Marketing, Brands can understand and predict

The Moments of Maximum Opportunity (MOMO)

and positively influence consumers through rich, immersive brand experiences

What is Moment Marketing

Always-connected environment for today’s consumer

Brands need to be present

during the opportune moments

that matter most

in the consumer decision process

Going Beyond Moments of Truth

Moment of Truth ModelsBased on a few consumer interaction points that are

most relevant to the marketer

Point of Search, Purchase, Post-purchase

State Of Mind Time Goals To MeetLocation

Moment MarketingConstantly scopes ever-changing moments

Offline and online moments influenced by content, locations, ads, and more

Understanding audience preferences and how they vary across moments

Life maps Ad engagement

history

Understanding of

experiences and

moments

The key to moment marketing

The importance of moments is undisputed Understanding consumer preferences and how they vary across moments

“The new competitive battleground is mobile moments.

A moment is now the atomic unit of competition.

To cater to a mobile moment, marketers must understand

• Who is seeking help?

• What is the consumer motivation

• Physical and emotional context

• What you can do to serve the customer in the moment

Marketers need to program content for Mobile Moments”

—Josh Bernoff ,The Mobile Mind Shift, Forrester Research

“‘Moments’ are instances where different motivations for consumer

action arise. Consumer motivations are the result of conscious goals

such as what consumers are trying to achieve (intentions) and

unconscious perceptions based on past experience”

—Insights Now

Winning moment marketing

CUSTOMER

audience engagement

at scale

CONTENT

influence through rich brand

experiences

CONTEXT

insight into changing consumer

behaviors and preferences

The 3 components of Moment Marketing

CUSTOMER

Source: InMobi Mobile Media Consumption Research - USA, 2014

Using mobile

Watching TV

Listening

to Radio

Online via desktop/laptop

Reading Magazines

/Newspapers

Using Tablet

10.1 HOURSOF MEDIA PER DAY

THE AVERAGE AMERICAN

MOBILE WEB

USER CONSUMES

2.2 hrs

2.1 hrs

1.9 hrs

1.5 hrs

56 min

1.5 hrs

Mobile for

Moment-Centricity

Mobile to make up the majority of digital display dollars by 2016

SOURCE: eMarketer, Sept 2014

$10

$19

$28

$40

$49

$59

$0

$10

$20

$30

$40

$50

$60

$70

2013 2014 2015 2016 2017 2018

Mobile Ad Spend in the US in Billions

Mobile Ad Spend in the US is growing

steadily

24.20%

37.00%

48.20%

59.50%65.70%

70.60%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

2013 2014 2015 2016 2017 2018

Mobile Internet Ad Spend as % of Total Digital Ad Spend in the US

Facts every Brand should consider when considering mobile

In-App Advertising is the most appealing

format for valuable audience segments

such as Mom & Millennial

AD FORMAT BY SEGMENT PREFERENCE

2

MONTHLY USAGE OF APP VS MOBILE WEB

Monthly usage of mobile apps far exceeds

mobile web usage and continues to grow1

54%

40%

27%

23%

48%

38%

31%

15%

61%

44%

25%

29%

56%

42%

27%

26%

IN AN APP

ON A SEARCH ENGINE

ON A RETAILER WEBSITE

ON A VIDEO WEBSITE

MILLENNIAL

GEN M

It is an App centric world

SOURCE: ComScore 2014

20% 14%

80% 86%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2013 2014

APP

MOBILE WEB

Source: How people really use mobile, Harvard Business Review 2013

Mobile moments go beyond Social

216 minutes per day spent on mobile

Consumer time spent on mobile

is highly fragmented

80% of time is spent on mobile is

beyond social media

Reaching audience at scale requires an

integrated mobile advertising strategy

DATA SOURCE USER INSIGHT

Turn data into insight and impact

CONTEXT

Context is…

“the sum total of what your customer has

told you and is experiencing at their

moment of engagement”

Context Includes…

• Profile: Who they are and what they do

• Situation: the current location the customer is in, the conditions

effecting them

• Preferences: the history and personal decisions the customer

has shared

• Attitudes: the feelings or emotions the customer has shared

with you

*Forrester 2014, Moving Mobile to the Center

What is context?

Demographic

Device Ownership Gender,

Age, Household Income.

Technographic

Device Ownership, Device Usage Pattern,

Device Characteristics

Geographic

Location Proximity Patterns

Behavioral

Interest - Content Consumption

Intent - Mobile Ad Interaction

Understand users along multiple dimensions

Audience Personas

Customized Personas reduce wasted impressionsFrequent Business Flyers

Sample Base Locations

Use POI effectively to understand situation

Sample POIs

Reach Shoppers in Close Proximity to Your Retail Location or Your Competitors

Win shopping moments with hyperlocal proximity

Past campaigns1

Category insights2

Use past Interactions to gauge future propensity

… from historical campaigns of your brand

… from campaigns in similar categories

How is brand propensity identified?

By understanding consumer engagements through

multiple dimensions such as:

Unique users on the network

Users identified using a pre-defined

Audience Persona

23k unique users reached

High Brand Propensity Users identified

During campaign runtime using propensity

>35% increase in unique users reached

1

LOCATION BASED

RETARGETING

Targeting users who

have visited a

specific location

within a specific

timeframe

2

LOCATION BASED

AFFINITIES

Targeting users who

have demonstrated

an affinity to a

particular brand over

time

Use Location patterns to assess Brand Affinity

CONTENT

FORM CAPTUREText, pull down, checkbox & form

validation for lead gen

ANIMATIONFluid automation engine with high

performance sequencing

VIDEOImmersive in-line video

IMAGE GALLERYTactile galleries with thumbnails &

downloads

360 DEGREESProduct Rotations & Panoramas

SHAKE & TILTAccelerometer control for

engaging experience / games

SOCIALPost to wall on Facebook or

update Twitter

CONDITIONSCreative or offer varies by time of

day, weather, etc.

LOCATIONProvide closest location to user

DRAG & DROPUI for puzzles, builders and more

DATA FEEDOverlay real-time data, weather,

stocks, etc.

WIPECreative reveal, Uncover coupon

Take advantage of Mobile-unique functionality

Customized offers based on user profile.

Inclusion of interactive video enables

customers to buy right through ad, or find

a store near their location.

Virtual Catalog

Dynamically display product from

catalog, based on user profile and past

activity. Deep link into brand app for

purchase.

M-Commerce

v

Serve up a competitive offer and directions

to the closest point of purchase.

Location-based Offer

Increase Brand Relevance

with Weather-triggers

Dusty or Rainy day? Tailor your brand’s

message accordingly as your promote your

product.

.

Integrate mobile advertising with other digital

marketing efforts

Email IntegrationExtend the reach of your YouTube ad investment

through our in-banner YouTube unit

Social Integration

MOMENT MARKETING APPLIED

From understanding to results

Consumer Life

Map and Geo

ContextLife understanding

Insights

Results

In-Market Luxury Auto

Shopper

Individuals who are likely

actively researching

domestic or import luxury

vehicles to own or lease

Auto Use CaseUnderstanding the consumer

Conducts

make/model

searches,

requests, quotes

& configurations

Identified at

luxury dealers

and show

rooms

Downloads and

engages with

auto apps,

reviews &

content

Signs up for test drives at

premium vehicle showrooms

Reading news in the morning

Brand engages the consumer with a native ad

announcing the launch of a new car model

Auto Use CaseUnderstanding varying contexts and content for the consumer

Sponsored

Test Drive

Velocity N-Class

In the bus in the afternoon

Brand educates the consumer with a rich

media ad that lets him explore the car’s

features


At home in the evening

Brand drives call to action with a

Form Capture Video which

showcases the car’s features and

invites sign-ups for a test drive


ENSURING THE IMPACT OF MOMENT MARKETING

InMobi provides full analytics for

campaigns to track:

InMobi also accepts 3rd party

tracking tags including, but not

limited to DART and MediaMind

Tags

- Landscape vs. Portrait

- Video Views

- Video Quartiles

- Video Completes

- Mutes

- Impressions

- Clicks

- Engagements

- Time Spent

- Device Type

Tracking Engagement Beyond The Click

Real-time Campaign Measurement

Quantifying the Impact of Mobile Campaigns on Foot Traffic

With Attribution Modeling you can map your mobile ad campaign directly to store foot traffic

Giving you the return on every dollar you spend on your campaign

Real World Attribution

Only offering of its kind, bringing new level of

accountability to mobile advertising

Helps advertisers ensure ROI by guaranteeing

a minimum pre-defined outcome rate

Currently available for “expand rates”

Auto, BFSI Guaranteed Lead-Gen Form Initiate

Retail Guaranteed Coupon Clip Initiate

CPG Guaranteed Product Info Request

Takes Uncertainty Out of Mobile Marketing Campaigns

1

2

3

HOW GUARANTEED OUTCOMES (GO) WORKS

Advertiser and InMobi agree on a

pre-defined outcome floor

InMobi uses machine learning and

decision sciences to identify the audience

micro-segments most likely to take action

InMobi targets this audience

exclusively with an immersive

creative experience

InMobi Guaranteed Outcomes

Thank [email protected]