Mobile Bootcamp Kick-off

Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis

#iMediaSummit

Engaging Consumers in Moments: Trends in Mobile and Commerce

@brian_wong

We are the moments company.

What other moments were consumers living daily?

We sought to power every moment on the planet.

Rewarding moments across 3,500 appsAcross 150 million devices globallySeeing 500+ million moments every month (200 moments per second)$20mm in VC Capital raised from Verizon, AmEx, True Ventures

Why is Mobile all about Moments?

TRANSACTION MOMENTS

SERVICE MOMENTS

ENGAGEMENT MOMENTS

CONSUMPTION MOMENTS

DISCOVERY MOMENTS

SOCIAL MOMENTS

SURPRISE & DELIGHT MOMENTS

CONTRIBUTING MOMENTS

Needs-addressing throughout the day.

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

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are registered

trademarks or trademarks of CZT/ACN Trademarks, LLC. Used with permission. Other product and service names are trademarks of their respective companies.

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 higher number of outcomesNumber of follow-up actions per mobile search

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%

2.082.523.56

Travel FoodAutoBeauty Tech

2.072.20

36%

Continued

Research

18%

Shared Information

17%

Made a Purchase

25%

Visited a Retailer’s

Website

17%

Visited a Store

7%

Called a Business

Mobile searches are strongly tied to specific contexts

Shopping queries are 2x more likely to be in store

Intent, evolved.

MomentsMoments

Brand

Acquisition

CRM/Loyalty

Data

Social

Content/Creative

The moment was so much more.

We measured the emotional value of a moment.

-14

-9.5

-5

-0.5

4

10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180

Val

en

ce

Quarter Seconds of App Usage

App Usage Moment of Achievement

Moment Completion

Post-Moment

Achievement Anticipation

© 2014 IPG Media Lab. Proprietary & Confidential 19

Reach & Frequency Doesn’t Work With the Connected Generation

Rewards boosted favorability

Real World Test—Participants who started assigned app: Control n=245; Ads n=276; Rewards n=425

Control Ads Rewards

+10%Banner ads sacked favorability

-6%

Control Ads Rewards

8%

Awareness increased but...

Favorability decreased for ads.

Trends: Adding Value in Mobile10

Dynamic Creative + Native1

Binary / Tinder2

Connected Devices: Knowing Needs 3

MORNING

AFTERNOONE

VENING

APPS/SMARTPHONES

SOCIAL MEDIA

WEARABLES

CONNECTED CAR

CONNECTED HOME

MA

SS

AD

OP

TIO

N S

EQ

UE

NC

E

Not a new medium: a new moments source.

CONNECTED MOMENTS

OUT OF GAS

INCREASED HEART RATE

HIT CALORIE INTAKE GOAL

SLEPT 8 HOURS

EXERCISED 30 MINUTES

IDLE AT DESK FOR 30 MINUTES

FRIDGE EMPTY

SICK

VACUUMED TWICE

READ 10 PAGES

RUNNING IN THE RAIN

LOWER ENERGY USAGE FOR HEAT

MORE THAN 15 MINUTES FOR PARKING

Predictive Productivity / AI 4

VS

Instant Gratification / On-Demand

ADSREWARDS 5

If you can’t gratify them instantly, acknowledge them in the moment.

Our world: the “connect” & “instant” generation.

Buy-through Attribution Data

6

Introducing: KiipIQMoments Targeting + Audience Data

Third Party DataBlueKaiDatalogixYour DMP/CRM

10 Moment Personas5 Core Audiences

Engagement InsightsEngaged Moment™ Guarantee

Trading Desk Compatible

First Party DataDemographic dataLocationMost current apps (app list)Actions/moments users take in appsHistory of brand preferenceExplicit preference responsesE-mail address

30,000,000 e-mail addresses + device ID’s

Meanwhile, developers logged

2 BILLIONmoments with Kiip

2015:THE MOMENTS

GRAPH

mo

me

nt

mo

me

nt

mo

me

nt

tran

sact

ion

tran

sact

ion

mo

me

nt

mo

me

nt

mo

me

nt

mo

me

nt

mo

me

nt

mo

me

nt

Product Moments Converted to

Digital!

Moments/Interaction Audit!

Moments Mix!

Rewards/Content Mix!

Feedback Mechanisms Established!

Moments A/B!Mobile Loyalty7

SOCIAL MEDIA

Rapid Transparency of Media 8

Deeplinking9

Here’s a reward for Unlocking an Achievement

COMMERCE ACTION

Here’s a reward for Unlocking an Achievement

Be proud of this moment!Be the king of the kitchen!Here’s a shortcut to renewing your insurance.

SOCIAL

Our In-app Notifications: Service Moments

Tell us when!

SURVEY

Here’s a shortcut to renewing your insurance.

CRM

API

1 2 3

moment instant offer apple pay

Pay

10M-commerce

Billions of moments.

Billions of opportunities to delight.

WHAT’S YOUR MOMENT?

SPORTS

COOKING

CELEBRATION

PRODUCTIVITY

JFDI

CLUMSY

BEAUTY

SOCIAL

UNPARALLELED

WINNING

GOALS

WINNING

DINING

WHAT MOMENTS WILL YOU SERVE?

OUT OF GAS

INCREASED HEART RATE

HIT CALORIE INTAKE GOAL

SLEPT 8 HOURS

EXERCISED 30 MINUTES

IDLE AT DESK FOR 30 MINUTES

FRIDGE EMPTY

SICK

VACUUMED TWICE

READ 10 PAGES

RUNNING IN THE RAIN

LOWER ENERGY USAGE FOR HEAT

MORE THAN 15 MINUTES FOR PARKING

brian@kiip.comtwitter.com/brian_wongwww.kiip.com

Closing Remarks

Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis

#iMediaSummit

Isn’t it about the moment?

Inventing New Permissions

1

1:1 at Scale 2

Acknowledging Connected Moments 3

Celebrating Innovation 4

MORNING

AFTERNOONE

VENING

LOGGEDworkout

MAKESplaylist

FINISHESto-do list

ACHIEVEShigh score

WATCHESnew show

REVIEWSnew recipe

THIRD PARTY MOMENTSOWNED

(FIRST PARTY)

Product Moments Converted to

Digital!

Moments/Interaction Audit!

Moments Mix!

Rewards/Content Mix!

Feedback Mechanisms Established!

Moments A/B!

5Find Your Moments

Action Items: Do Something When You Get Back

1. Advanced targeting: do one advanced campaign2. Sell something on a social network3. Reward someone uniquely4. Turn the young kids in your family into your focus group5. Don’t buy an Apple Watch, get a Samsung Watch

brian@kiip.comtwitter.com/brian_wongwww.kiip.com