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MOBILE handbook series




        how to
 get started in

MOBILE
  Sponsored by
Delivering the Power of Personal Media.
  Personal Media is rapidly changing the way we live and work forever.
  We help clients take advantage of the opportunity to build stronger,
  closer and more personal relationships with their employees and
  customers through technology.

      Discover                           Deliver                          Evaluate                        Support
        the vision                       the power                        the success                     the future


  We are globally recognised for our industry leading strategy and delivery. Since 2003, we
  have been delivering the power of Personal Media globally via our hub offices in London,
  New York and Sydney.
  We work for clients in a range of sectors including Media, Telco, Retail, Not-for-Profit, Government,
  Professional Services and FMCG. Our clients range from globally recognised publishing brands like
  The Economist and TimeOut, to multinational companies such as Vodafone, PWC, Diageo, and
  WWF to name a few.



  Innovation Lab Briefings
  If you’d like to attend one of our regular Innovation Lab briefing sessions, where you can
  learn about the latest technological advances in Personal Media for your industry, please call
  us using the contact details below or email joshua.heyneke@tigerspike.com.



  Case Study: The Economist iPad Application
  The Economist wanted an iPad application that was intuitive, simple
  and easy to use. It needed to appeal to advertisers, be instantly
  recognisable and allow both existing and new Economist readers
  around the world an additional channel to access the outstanding
  editorial content.

  The challenge was to deliver digital readers the same immersive
  reading experience that comes with the print edition.

  TigerSpike delivered The Economist iPad application in
  November 2010.




More Information:                             Americas                       EMEA                           Asia Pacific
For more information please contact one       45 W 21st Street, Floor 2      18 Buckingham Gate             Level 1, 379 Crown Street
of our team at our New York, Sydney or        New York, NY 10010             London SW1E 6LB                Surry Hills, NSW 2010
London offices. Alternatively you can visit   USA                            United Kingdom                 Australia
http://www.tigerspike.com.                    Phone: +1 646 330 4636         Phone: +44 (0)20 7148 6600     Phone: +61 (0)2 9361 5132
TIGERSP KE
                                                                                         CREATIVE   CUTTING EDGE




                                                   Introduction
                                                       By

                                                       Alex Kozloff,
                                                       Mobile Manager,
                                                       IAB



                   Do you want to be a record breaker?

                   Year on year, mobile continues to flourish, indeed the mobile internet
                   grew at the fastest rate on record in 2010, with 19.4m people using it per
                   month in December 2010. Now, more than ever. really is the best time to
                   hop aboard the mobile train!

                   An increasing number of key developments over the last few years,
                   particularly during 2010 have led to smartphone ownership increasing by
                   58%. Mobiles are now seamlessly integrated into consumers’ lives, for
                   example, 30% of overall Google restaurant enquiries were made via the
                   mobile internet, likewise 17% of automotive queries and 16% of consumer
                   electronic queries all came via the mobile internet – figures too valuable to
                   ignore.

                   It would appear that more advertisers than ever before agree. Mobile
                   adspend was up 116% from 2009 to 2010 on a like for like basis. The
                   range of advertisers using mobile to benefit their brands is also becoming
                   increasingly broader as more mainstream brands from sectors such as
                   finance and consumer goods are realising mobile is not a tool to be missed.

                   When it fits mobile, can offer a wealth of benefits to brands, many have
                   caught on and are already reaping the rewards. 2011 really should be
                   the year to take mobile seriously. This guide will provide you with the
                   confidence and foundations to ‘get started’ in mobile, ensuring your brand
                   doesn’t get left behind.



How to get started in Mobile                                                                             1
Sponsored by                                                                                                  1
how to
get started in Mobile


    Contents
      how to
      set your objectives 3
      how to
      understand your consumers 5
      how to
      brief your agency 10
      how to
      read results 14
      how to
      get the basics right 18



2
Setting your objectives


                                                       By

                                                       George Dixon,
                                                       Mobile Manager
                                                       & Senior Digital
                                                       Planner,
                                                       MediaCom


               Many mobile practitioners, myself included, will happily tell you that
               almost a quarter of the UK’s online browsing time is performed via a mobile
               phone. They will also be keen to tell you that 36% of the population now own
               a smartphone, which means they carry a handset in their pocket that offers
               them an easy way to engage with nearly every aspect of the world wide web.

               If you are going to set yourself realistic and practical objectives these are
               statistics and facts you need to try not to get hung up on.

               Although they are very important, if you build your mobile campaign around
               these facts it is very likely that you will begin with a final destination in mind
               that limits the rest of your campaign, such as producing an app. Not strictly
               a bad thing, an app can help you fulfil your objectives, but it is important that
               you consider everything else first.

               When planning mobile it is important that you approach it the same way as
               any other media channel, whether you are producing a broad media strategy
               that incorporates TV, press, online and outdoor or just mobile alone. Treat it as
               you would any other channel, this helps you keep your options open.


How to get started in Mobile                                                                    3
Sponsored by                                                                                        1
For many clients we have a frame work that shows campaigns and activations
for the year (or even longer term) and which media fits each and how. For
mobile I start with the same frame work, again, as I would with any other
channel. For a larger client like Sky this may be very large, but it is important,
as this will help keep mobile from being considered last minute as an extension
of the internet on a smaller screen. You will quickly see how it can deliver parts
of your campaign that you would usually reserve only for other channels.

Broken down simply this has led us to successfully test mobile with clients
like RBS Insurance. We know how effective brand activity can be at raising
awareness. Traditional DR channels, working in partnership with brand, can
take advantage of that raised awareness and drive quotes to phone or site.
But as people’s media habits change it is harder to reach everyone in the right
place and at the right time, mobile was easily included as a direct channel, with
click to call or a mobile optimised site.

This is a good example of mobile evolving a media plan, in order to reach an
objective. For RBS Insurance it is important to remain front of mind for our
target audience, using time of day and day of week targeting to plan and buy
our media. We are also tasked with maintaining the perception of the brand
as a market leader and innovator, and mobile allows us to achieve this as
an emerging channel but also as an immediate touch point that consumers
can engage with when they are triggered by other media or would usually
be wasting time waiting for a train. What better way for a consumer to take
advantage of this idle time at a train station on a Monday afternoon, than to
sort out insurance quotes triggered by a mobile banner or even a QR code?

Leading on from this it’s important to investigate each of your audience’s
usage of mobile and how it combines with other media in this way. The
IAB’s research into mobile in the media day is incredibly insightful in this case
and it demonstrates a consumer’s habits when using mobile on its own or
responding to advertising and other content. Mobile can then be planned to fill
gaps left by other media, delivering something unique other channels couldn’t,
as well as work with other media to reach the campaign objectives.

It is only when you understand how mobile fits within your plan and within
the lives of your target audience that you can begin to set its objectives. This
objective may be reached via a mobile site or app, perhaps even driving
downloads of that app. Possibly driving greater engagement with your brand
using rich media on mobile sites or driven from print by a QR code. But the
app production or use of a QR code cannot be the objective, planning mobile
from day one helps avoid this.


4
How to understand
                              your consumer


                                                        By

                                                        Lee Blyth,
                                                        Mobile Advertising
                                                        Specialist,
                                                        Microsoft
                                                        Advertising




                   Our ability to understand mobiles ever growing audience is becoming
                   easier than ever. Our view in the UK is proving less fragmented now than
                   other EU markets due to great reports from both comScore, GSMA 
                   and IAB research.  We also have mobile search analytics, supplier side
                   targeting and new tools that  allow real insights into consumer behaviour,
                   and the full range of mobile activities conducted thoughout the day. 

                   A great starting place in understanding this behaviour is via the IAB’s recent
                   ‘Mobile and the Media Day’ report.  This report examines the 24hr period
                   of mobile media usage and makes interesting conclusions of mobile users
                   at rest, work & ‘out and about’. 




How to get started in Mobile                                                                    5
Sponsored by                                                                                        1
A sample of key findings can be found below:

 • Mobile media usage peaks 6-9pm
 • Mobile media sees increased usage on weekdays
 • Mobile browser is the dominant method of access (internet).



 Mobile media usage peaks 6-9pm

                                            4




                                                                                                              18
                                                          Average number of mobile media
                                           3.8            usage occasions
     No. of mobile media usage occasions




                                           3.6
                                           3.4
                                           3.2                                                                total mobile
                                            3                                                                 media usage
                                                                                                              occasions per
                                           2.8
                                                                                                              day
                                           2.6
                                           2.4
                                           2.2
                                            2
                                                 0-9am   9am-12pm 12-3pm           3-6pm   6-9pm   9pm-12am                   Source:
                                                                                                                              IAB, Mobile and
                                                                                                                              The Media Day
                                                                                                                              Research, 2011




 From this report it’s clear that the mobile audience is more active at home in
 the evening, weekdays, consuming and multi-tasking media after 6pm. And
 of course it’s a different story out and about. Social media, entertainment and
 ‘boredom’ are the most popular drivers of evening mobile media usage. More
 importantly, we can finally see the view that mobile above all media holds our
 attention for longer periods of time, eclipsing TV and even our trusty laptops.




 6
PG.6
But mobile holds consumer attention
                     for the most part
                     Can you score each media in terms of your attention level out of a total of 100.
                                                   50


                                                   45                                                     mobile media


                                                                                                          TV
                        Average engagement score




                                                   3.4

                                                                                                          Newspaper/
                                                   35                                                     magazine

                                                                                                          Radio

                                                   30
                                                                                                          PC/laptop


                                                   25
  Source:
  IAB, Mobile and
  The Media Day                                    20
  Research, 2011                                         6-9am 9am-12pm 12-3pm   3-6pm   6-9pm 9pm-12am




                    Overall the 5 key implications of the report state:

                    1           18 mobile media occasions on the average day
                                Consumers are using mobile media as part of their daily routine. Having
                                a mobile presence is a hygiene factor
                    2           69% accessed content via browser
                                It’s not all about apps! Brands need to ensure their site works on mobile
                    3           Mobile is an evolving companion
                                Mobile present’s brands with different opportunities throughout the day-
                                make sure your offering fits with what consumers need
                    4           40% agree they often use their mobile if they see an interesting ad
                                Mobile should be considered in all advertising campaigns as a potential
                                response mechanism
                    5           27% used their mobile in the week because it was their first
                                choice of media
                                Brands will benefit from thinking ‘mobile first’ rather than mobile last, to
                                keep up with consumer demand.



How to get started in Mobile                                                                                             7
Sponsored by                                                                                                                 1
Having reviewed our mobile audience it’s clear we need to engage them
 across browser environments primarily (in addition to app’s), realising its
 ‘always on’ 24/7 and be aware mobile is becoming the primary media
 device of choice.


 Audience Targeting
 Connecting with this audience now is becoming increasingly simplified as
 most large publishers, service providers and media players allow extensive
 targeting across their audience segments, and mobile assets.

 Brands need to think about the range of targeting options available on
 mobile, which broadly speaking is more comprehensive than current web
 options.

 As we’ve learnt, unlike the PC, the mobile phone is the most important
 and personal device available, it’s a chance to connect to the consumer
 one-to-one. Thinking about this personal 1:1 communication opportunity
 is key. This is only valuable if you know who you are talking to!

 Any form of targeted advertising works better than generic ‘billboard’ ad’s
 pointed at the masses – the same rules apply to mobile.

 Brands should consider the below options when planning mobile activity

 • Age & gender of consumer
 • Specific mobile device choice (to optimise experience)

 The consumer ‘device choice’ expands the opportunity for brands to
 communicate from mobile browser, app environments and execute new
 ‘rich media’ ad formats.

 It could be argued that the younger audience segment has the greatest
 opportunity to be ‘wowed’ with impactful creative subsequently shared
 socially with their friends. Brands should be aware of the opportunity this
 represents for viral and social sharing, and look to include a social element
 for this audience.




 8
PG.6
Another increasingly important option is ‘behavioural targeting’. Technology
                  exists to target consumers based on internet behaviour and apply those
                  segments to mobile marketing campaigns.

                  At Microsoft we’ve followed the learning’s from our web business and
                  unified targeting options across both mobile & web. This allows for simplistic
                  campaign planning across two screens.



                                        Demo                            Device
                                      Targeting                        Targeting
                                                         3rd Party
                                                        Impression
                                                         Tracking




                                           Frequency                 Day Part
                                            Capping                  Targeting
                                  Geo                                             Carrier
                               Targeting                                         Targeting


                                                       Behavioral
                                                       Targeting



                  Concise audience targeting is the future of mobile marketing as mobile
                  publishers evolve to offer new solutions to advertisers including ‘Experian’
                  mosaic profiling and eventually re-targeting. This is moving away from
                  mobile providers that offer assumptions of consumers, where real data
                  isn’t available.

                  It’s fair to say mobile targeting will eclipse web campaigns shortly, and be
                  viewed as the primary method of 1:1 consumer communication. Our devices
                  are shaping up to become more powerful, cheaper, with faster networks on
                  the horizon. In two years we’ll see more internet users on mobile than the
                  PC (Morgan Stanley) which is an amazing thought to linger on.




How to get started in Mobile                                                                   9
Sponsored by                                                                                       1
How to write
                        a mobile brief
                By

                Marks and
                Spencer




Briefing shouldn’t be just about delivering the brief but the
collaboration between the brand and agency to make sure they are on
the same page. So, discussing the brief, evaluating and agreeing on the
final brief are an important part of the process. Without these steps you
might end up with an agency delivering something that doesn’t meet your
expectations. Any good agency should have a ton of questions, some
which might change the original brief.




10
Things to consider including:

                   The basics:
                   • Objectives
                   • Markets (e.g. UK)
                   • Timings
                   • Budget
                   • Importance to the business
                   • Any specific formats or devices
                   • Sign off process & requirements

                   And then detail:
                   • Background:

                       I
                       nformation that puts the campaign in a business context e.g. market
                       information such as “an increasingly competitive market and sales are
                       decreasing YOY....”. An agency that understands your business, the
                       business challenges and objectives are more likely to give you the right
                       solution
                       ompetitor information, if a product specific campaign include any
                        C
                        competitor analysis on the product - most agencies are able to get this
                        themselves but sometimes bigger pieces of research are carried out
                        that will be worth sharing

                   • Task - Provide context for the campaign

                       W
                        hat is the purpose of the campaign/project (this could be simply to
                       learn)
                       If
                        mobile is part of a bigger campaign, provide the ATL and digital
                       strategy. Putting the campaign into context of other activity will help to
                       define mobile’s role, which in many cases will be different to the others.
                       It can also help to bridge gaps in the campaign!
                       W
                        hat will the user journey be likely to be (e.g. ideally the call to action
                       should take the customer to a mobile website, if not then what?)




How to get started in Mobile                                                                    11
Sponsored by                                                                                          1
edia laydown from other channels
       M
      reative assets / concepts from ATL/digital. This is to make sure
      
      C
      that everything is integrated, not necessarily looking/doing the same.
      You’ve got to take advantage of the strengths of each channel.
      Mobile is a more personal environment so you’d not expect it to do or
      communicate in the same way as ATL for example
      Redemption mechanic, if there is an offer and any technical or operational
        challenges about using a mobile to do this in a store environment e.g.
        scanning at PoS or manual numeric entry by a service agent
     Product details and alternatives if these are out of stock
      
      hannel/format specific requirements e.g. for SMS what time the
      
      C
      broadcast should be, no earlier than 8am and no later than 8pm
      rand  copy guidelines and how far these will flex to a small screen
      B
      (for example, not every logo looks great on a small screen, there may
      be less elegant degradation across screen sizes!)
     What will success look like, and how will it be measured / KPIs?
      
     What needs to be tracked and how – some tracking may not possible
      
      earnings from past campaigns along with previous assets - if the
      L
      agency on record they’d of course have that already
      ny legal considerations (opt in’s, TsCs and where these need to be
      A
      available, any specifics about the offer wording)

• Target audience - Bringing the customer to life

      W
       ho are we talking to? Demographic, attitude, lifestyle - try to go
      beyond just demographic (personas are great - if done for online it is
      worth sharing)
      hat do we already know about their mobile behaviour (site stats) and
      W
      handsets and mobile media consumption? This is very important as
      not all campaigns can cover all handsets due to them having different
      formats.
      ny barriers to engagement with the campaign the customers might
      A
      have




12
• Sign-off

                       It
                        is always good to agree a robust and clear signoff procedure in
                       advance – and this may include the creative and legal elements –
                       timings need to accommodate this.

                   Cautionary notes

                   •  ifferent agencies are good at different things, but some agencies deliver
                     D
                     the best results when they have been given a problem rather than the
                     solution. That’s when their expertise and creativity really shines and you
                     get some amazing work.

                   •  inally, this is a mobile brief, but sometimes it is not the right solution, like
                     F
                     with anything another channel might do the job better. Make sure you
                     ask yourself why mobile is the best place to carry out this campaign in
                     this way.




How to get started in Mobile                                                                        13
Sponsored by                                                                                              1
How to read results


               By
               Kelaine Olvera
               Director,
               Marketing,
               Velti




The mobile industry has been built on accountability, measurement
and value and can provide data often missing in both traditional and
other forms of digital marketing. So once you have launched the app,
pressed play on the SMS campaign or included your short code on your
TV advertising, what do you do next? How do you know whether the
campaign has been a success?

The best place to start is to understand what you can measure and then
work out how to do so. If you can measure success, you can measure
ROI. But what does success look like? Just as in the traditional media
world, a mobile campaign without objectives is a waste of marketing
budget. Are you looking for brand awareness? Are you looking to build
an opt-in database? Can you measure success on the number of app
downloads or mobile top-ups if you are an operator? Is it about churn or




14
average revenue per user? Work with your mobile partner to figure this out
                   first – if you know where you are going, you know when you have reached
                   your destination.




  Source:
  Velti’s mGage™



                   So, what can you measure? The mobile channel’s personal nature means
                   you can measure everything – from mobile site visits to time period,
                   geography, operator, device, model, screen, user journey, repeat usage to
                   name just a few variables. With a robust analytics tool you can even go
                   beyond measuring surface statistics to gaining a deeper understanding of
                   how and why someone is using your application. Examples of more robust
                   application reporting include funnel analysis to illustrate how customers
                   navigate the app, measuring social sharing to understand which aspects
                   of the app are most interesting or useful, correlating demographic data
                   with user behaviour which can be used for mobile CRM and targeting,
                   and tracking time and location together which will give insights into how
                   the app is being used. The key is to ensure a fully integrated mobile
                   campaign, getting appy happy will only take you so far, you can measure
                   downloads – but then what?




How to get started in Mobile                                                              15
Sponsored by                                                                                    1
As a general rule of thumb – apps are developed to create customer
engagement, loyalty or purchase consideration. But if building an app is
all you do, the investment will deliver limited results. You need to consider
how you will encourage users to download the app. You need to increase
awareness through the mobile channel but also from traditional media
such as TV, print and outdoor advertising using mobile short codes – an
integrated campaign will make each channel work harder.

Once your potential or existing customer has downloaded your app, you
need to build a relationship with that customer. Leverage the data and CRM
capabilities of platforms such as Velti’s mGage™, Overture, Webtrends and
Google Analytics. According to a 2010 survey by GkK NOP, the average
British smartphone user downloads 15 apps to their handset, keeps 12
of them and uses five daily. So beyond creative and concept, what can
you do ensure you are one of those five? The key is flexibility, monitoring
feedback data and amending the campaign in line with that feedback.

At this point, the app can become an integrated reinforcement vehicle
for all marketing contacts through both traditional and mobile media,
supported through multi-channel communications that remind users of
the unique opportunities and incentives the app makes available. Reports
and analytics give you the insight to understand how customers are using
the app, where it’s falling short, and how to deliver an even better mobile
experience to support your marketing objectives.                                          Source:
                                                                                Velti’s mGage™




16
The right data helps you to make metric-driven decisions to refine every
                     aspect of your mobile marketing and advertising campaign. A platform
                     that provides in-campaign optimization is invaluable – the ability for you
                     to monitor and adjust your mobile campaign while in progress. Empirical
                     evidence and a clear view on success and ROI makes the mobile
                     channel a manageable one, less risky and more likely to warrant a bigger
                     investment. To date, an industry-wide measurement platform has been
                     out of reach. The prolific and fragmented nature of the feedback data
                     delivered through differing reports from ad networks to agencies has
                     simply resulted in a big pack of confused and useless data.

                     Through the use of analytic tools mentioned previously comprehensive
                     reports across your end-to-end campaign and over multiple modules
                     provide meaningful visibility on campaign performance to enable
                     continuous optimisation throughout the lifecycle of your campaign.

                     The old adage, ‘knowledge is power’ really is key when it comes to the
                     mobile channel. Whether brand awareness is the objective or direct
                     response to a specific call to action, if you gather the right data and
                     are able to analyse it in the right way, mobile will become a much more
                     powerful part of the mix.

Source:
Velti’s mGage™




How to get started in Mobile                                                                17
Sponsored by                                                                                      1
How to get
 the basics right


                                                    By
                                                    James
                                                    Stewart,
                                                    Mobile Analyst,
                                                    TigerSpike




 If they’re not doing something in mobile already, some or all of your
 competitors are likely to be busy planning their mobile strategy this
 year. It’s becoming increasingly clear that the way people interact with
 technology is rapidly evolving.  Those brands and businesses who fail to
 act upon the new opportunities brought about by mobile and personal
 media will, sadly, begin to lose their competitive edge.

 The fast moving world of mobile, whilst exciting, can also appear daunting
 to the newcomer.  In addition, the recent surge in the rate of technological
 innovation shows no signs of slowing, which only serves to make it
 increasingly difficult to stay abreast all of the latest developments. 




18
Hopefully this handbook has already provided you with some useful tips,
                   pointing you in the right direction with setting objectives, understanding
                   your consumer, briefing your agency and reading the results.  Here we’re
                   going to provide a high-level summary of how to get yourself ‘mobile
                   ready’. We’ll also list some important questions – about your customers,
                   your brand and your marketing mix – that you should ask yourself when
                   planning your mobile strategy. These are all designed to help ensure that
                   any investment you make brings you the best returns.

                   So, if you’re thinking of developing your mobile strategy in 2011, then here
                   are TigerSpike’s four steps to success:

                   Step 1 – Define your objectives
                   You should have a clear idea of what it is that you’re trying to achieve. Be
                   sure to research your target audience.

                   Key considerations

                   • What are the most common platforms that your customers are using?
                   • How will mobile compliment your current marketing mix?
                   • What are your key success metrics?

                   Step 2 – Identify the right technology for your strategy
                   Be careful not to do the reverse by letting technology drive your strategy.
                   Also ask yourself whether your business is set up to serve your mobile
                   requirements. For example, are data feeds in place and has content
                   already been created?

                   Key considerations

                   • Can you deliver your required objectives through a mobile site or an app?
                   •  o you need to outsource design, development and testing, or can you
                     D
                     deliver it in-house?
                   •  hat needs to be prepared in-house first? e.g. data feeds
                     W




How to get started in Mobile                                                                19
Sponsored by                                                                                      1
Step 3 – Plan your mobile marketing
You will make a significant investment in the development of your
application or mobile site, both in terms of time and money, so make sure
you integrate promotion of it into your marketing plan.

Key considerations

•  ow can you use your development roadmap to create buzz around
  H
  your app or site?
•  ow will you raise awareness amongst your target audience?
  H
• If promoting an app, what mechanisms within each app store (Apple,
  
  Android, Nokia, etc.) do you need to understand to ensure your app is
  highly rated and visible?

Step 4 – Evaluate
Be sure to build in excellent analytics from the outset. This will allow for solid,
data-led decisions in the future. It’s important to listen to user feedback
and evolve your site/app accordingly. You must also now integrate your
mobile product roadmap into your overall marketing plan.

Key considerations

• How will you capture and implement user feedback?
  
•  hat analytics will be useful to you? Know this before you start
  W
•  ow do you plan to evolve the site/app from day one?
  H




     Acknowledgements                                                    For more information on
                                                                         mobile please contact the
                                                                         IAB or any of our members.

                                                                         Jon Mew,
                                                                         Director of Mobile 
With thanks to our sponsor                                               Operations, IAB
                                                                         jon@iabuk.net,
                                                                         0207 050 6969

20
Experian                          Movement
                            Alex Kuhnel                       Clive Baker
                            alex.kuhnel@uk.experian.com       clive@movementlondon.com

                            Google UK Ltd                     NAVTEQ Media Solutions
                            Nicola Rennison                   Mandeep Mason
                            nicr@google.com                   mandeep.mason@navteq.com

                            Guardian News and Media           OMD
                            Richard Chambers                  Alex Newman
                            richard.chambers@guardian.co.uk   Alex.Newman@OMDuk.com
      Mobile
      Directory             Incentivated
                            Jason Cross
                                                              On Device Research
                                                              Alistair Hill
                            jasonc@incentivated.com           020 3239 2598


                            Incentivated                      OpenMarket
                            Robert Thurner                    David Sheridan
                            robert@incentivated.com           07540 572 123
4th Screen
Tina Taylor                 InMobi                            Sky Media
02079215560                 Rob Jonas                         Tim Hussain
                            020 7470 7475                     0207 705 4616 | 07958 318960
AdMob /Google
Matt Brocklehurst
                            Lucidity Mobile                   Somo Agency
brocklehurst@google.com                                       Andrew French
                            David Fieldhouse
                                                              andrew@somoagency.com
                            davidf@luciditymobile.com
Addictive
Simon Andrews                                                 Three
Simon@addictivemobile.com
                            MediaCom                          Joanna Restrick
                            Peter Fyfe
                                                              Joanna.restrick@three.co.uk
                            Peter.Fyfe@mediacom.com
Adfonic
Paul Childs                                                   TigerSpike
info@adfonic.com            Mediamind                         Joshua Heyneke
                            UK Sales Team                     joshua.heyneke@tigerspike.com
                            uksales@mediamind.com             020 7148 6600
Blismobile Media
Greg Isbister
greg@blismobile.com         Microsoft Advertising             Velti
                            Paul Lyonette                     Kelaine Olvera
                            palyonet@microsoft.com            kolvera@velti.com
comScore, Inc.
Jeremy Copp
jcopp@comscore.com          millennialmedia                   Yahoo!
                            Zac Pinkham                       John Tigg
                            zpinkham@millennialmedia.com      020 7131 1691
Deutsche Telekom
James Rowe
james.rowe@telekom.com      MobiAD News                       YOC
                            Jim Cook                          Gary Danks
                            jimcook@mobiadnews.com            Gary.Danks@yoc.com
Everything Everywhere
(Orange and T-Mobile)
Julie Fairclough            Mobile Commerce Ltd               Yodel Digital
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How togetstartedinmobilehandbook

  • 1. MOBILE handbook series how to get started in MOBILE Sponsored by
  • 2. Delivering the Power of Personal Media. Personal Media is rapidly changing the way we live and work forever. We help clients take advantage of the opportunity to build stronger, closer and more personal relationships with their employees and customers through technology. Discover Deliver Evaluate Support the vision the power the success the future We are globally recognised for our industry leading strategy and delivery. Since 2003, we have been delivering the power of Personal Media globally via our hub offices in London, New York and Sydney. We work for clients in a range of sectors including Media, Telco, Retail, Not-for-Profit, Government, Professional Services and FMCG. Our clients range from globally recognised publishing brands like The Economist and TimeOut, to multinational companies such as Vodafone, PWC, Diageo, and WWF to name a few. Innovation Lab Briefings If you’d like to attend one of our regular Innovation Lab briefing sessions, where you can learn about the latest technological advances in Personal Media for your industry, please call us using the contact details below or email joshua.heyneke@tigerspike.com. Case Study: The Economist iPad Application The Economist wanted an iPad application that was intuitive, simple and easy to use. It needed to appeal to advertisers, be instantly recognisable and allow both existing and new Economist readers around the world an additional channel to access the outstanding editorial content. The challenge was to deliver digital readers the same immersive reading experience that comes with the print edition. TigerSpike delivered The Economist iPad application in November 2010. More Information: Americas EMEA Asia Pacific For more information please contact one 45 W 21st Street, Floor 2 18 Buckingham Gate Level 1, 379 Crown Street of our team at our New York, Sydney or New York, NY 10010 London SW1E 6LB Surry Hills, NSW 2010 London offices. Alternatively you can visit USA United Kingdom Australia http://www.tigerspike.com. Phone: +1 646 330 4636 Phone: +44 (0)20 7148 6600 Phone: +61 (0)2 9361 5132
  • 3. TIGERSP KE CREATIVE CUTTING EDGE Introduction By Alex Kozloff, Mobile Manager, IAB Do you want to be a record breaker? Year on year, mobile continues to flourish, indeed the mobile internet grew at the fastest rate on record in 2010, with 19.4m people using it per month in December 2010. Now, more than ever. really is the best time to hop aboard the mobile train! An increasing number of key developments over the last few years, particularly during 2010 have led to smartphone ownership increasing by 58%. Mobiles are now seamlessly integrated into consumers’ lives, for example, 30% of overall Google restaurant enquiries were made via the mobile internet, likewise 17% of automotive queries and 16% of consumer electronic queries all came via the mobile internet – figures too valuable to ignore. It would appear that more advertisers than ever before agree. Mobile adspend was up 116% from 2009 to 2010 on a like for like basis. The range of advertisers using mobile to benefit their brands is also becoming increasingly broader as more mainstream brands from sectors such as finance and consumer goods are realising mobile is not a tool to be missed. When it fits mobile, can offer a wealth of benefits to brands, many have caught on and are already reaping the rewards. 2011 really should be the year to take mobile seriously. This guide will provide you with the confidence and foundations to ‘get started’ in mobile, ensuring your brand doesn’t get left behind. How to get started in Mobile 1 Sponsored by 1
  • 4. how to get started in Mobile Contents how to set your objectives 3 how to understand your consumers 5 how to brief your agency 10 how to read results 14 how to get the basics right 18 2
  • 5. Setting your objectives By George Dixon, Mobile Manager & Senior Digital Planner, MediaCom Many mobile practitioners, myself included, will happily tell you that almost a quarter of the UK’s online browsing time is performed via a mobile phone. They will also be keen to tell you that 36% of the population now own a smartphone, which means they carry a handset in their pocket that offers them an easy way to engage with nearly every aspect of the world wide web. If you are going to set yourself realistic and practical objectives these are statistics and facts you need to try not to get hung up on. Although they are very important, if you build your mobile campaign around these facts it is very likely that you will begin with a final destination in mind that limits the rest of your campaign, such as producing an app. Not strictly a bad thing, an app can help you fulfil your objectives, but it is important that you consider everything else first. When planning mobile it is important that you approach it the same way as any other media channel, whether you are producing a broad media strategy that incorporates TV, press, online and outdoor or just mobile alone. Treat it as you would any other channel, this helps you keep your options open. How to get started in Mobile 3 Sponsored by 1
  • 6. For many clients we have a frame work that shows campaigns and activations for the year (or even longer term) and which media fits each and how. For mobile I start with the same frame work, again, as I would with any other channel. For a larger client like Sky this may be very large, but it is important, as this will help keep mobile from being considered last minute as an extension of the internet on a smaller screen. You will quickly see how it can deliver parts of your campaign that you would usually reserve only for other channels. Broken down simply this has led us to successfully test mobile with clients like RBS Insurance. We know how effective brand activity can be at raising awareness. Traditional DR channels, working in partnership with brand, can take advantage of that raised awareness and drive quotes to phone or site. But as people’s media habits change it is harder to reach everyone in the right place and at the right time, mobile was easily included as a direct channel, with click to call or a mobile optimised site. This is a good example of mobile evolving a media plan, in order to reach an objective. For RBS Insurance it is important to remain front of mind for our target audience, using time of day and day of week targeting to plan and buy our media. We are also tasked with maintaining the perception of the brand as a market leader and innovator, and mobile allows us to achieve this as an emerging channel but also as an immediate touch point that consumers can engage with when they are triggered by other media or would usually be wasting time waiting for a train. What better way for a consumer to take advantage of this idle time at a train station on a Monday afternoon, than to sort out insurance quotes triggered by a mobile banner or even a QR code? Leading on from this it’s important to investigate each of your audience’s usage of mobile and how it combines with other media in this way. The IAB’s research into mobile in the media day is incredibly insightful in this case and it demonstrates a consumer’s habits when using mobile on its own or responding to advertising and other content. Mobile can then be planned to fill gaps left by other media, delivering something unique other channels couldn’t, as well as work with other media to reach the campaign objectives. It is only when you understand how mobile fits within your plan and within the lives of your target audience that you can begin to set its objectives. This objective may be reached via a mobile site or app, perhaps even driving downloads of that app. Possibly driving greater engagement with your brand using rich media on mobile sites or driven from print by a QR code. But the app production or use of a QR code cannot be the objective, planning mobile from day one helps avoid this. 4
  • 7. How to understand your consumer By Lee Blyth, Mobile Advertising Specialist, Microsoft Advertising Our ability to understand mobiles ever growing audience is becoming easier than ever. Our view in the UK is proving less fragmented now than other EU markets due to great reports from both comScore, GSMA  and IAB research.  We also have mobile search analytics, supplier side targeting and new tools that  allow real insights into consumer behaviour, and the full range of mobile activities conducted thoughout the day.  A great starting place in understanding this behaviour is via the IAB’s recent ‘Mobile and the Media Day’ report.  This report examines the 24hr period of mobile media usage and makes interesting conclusions of mobile users at rest, work & ‘out and about’.  How to get started in Mobile 5 Sponsored by 1
  • 8. A sample of key findings can be found below: • Mobile media usage peaks 6-9pm • Mobile media sees increased usage on weekdays • Mobile browser is the dominant method of access (internet). Mobile media usage peaks 6-9pm 4 18 Average number of mobile media 3.8 usage occasions No. of mobile media usage occasions 3.6 3.4 3.2 total mobile 3 media usage occasions per 2.8 day 2.6 2.4 2.2 2 0-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Source: IAB, Mobile and The Media Day Research, 2011 From this report it’s clear that the mobile audience is more active at home in the evening, weekdays, consuming and multi-tasking media after 6pm. And of course it’s a different story out and about. Social media, entertainment and ‘boredom’ are the most popular drivers of evening mobile media usage. More importantly, we can finally see the view that mobile above all media holds our attention for longer periods of time, eclipsing TV and even our trusty laptops. 6 PG.6
  • 9. But mobile holds consumer attention for the most part Can you score each media in terms of your attention level out of a total of 100. 50 45 mobile media TV Average engagement score 3.4 Newspaper/ 35 magazine Radio 30 PC/laptop 25 Source: IAB, Mobile and The Media Day 20 Research, 2011 6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Overall the 5 key implications of the report state: 1 18 mobile media occasions on the average day Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor 2 69% accessed content via browser It’s not all about apps! Brands need to ensure their site works on mobile 3 Mobile is an evolving companion Mobile present’s brands with different opportunities throughout the day- make sure your offering fits with what consumers need 4 40% agree they often use their mobile if they see an interesting ad Mobile should be considered in all advertising campaigns as a potential response mechanism 5 27% used their mobile in the week because it was their first choice of media Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand. How to get started in Mobile 7 Sponsored by 1
  • 10. Having reviewed our mobile audience it’s clear we need to engage them across browser environments primarily (in addition to app’s), realising its ‘always on’ 24/7 and be aware mobile is becoming the primary media device of choice. Audience Targeting Connecting with this audience now is becoming increasingly simplified as most large publishers, service providers and media players allow extensive targeting across their audience segments, and mobile assets. Brands need to think about the range of targeting options available on mobile, which broadly speaking is more comprehensive than current web options. As we’ve learnt, unlike the PC, the mobile phone is the most important and personal device available, it’s a chance to connect to the consumer one-to-one. Thinking about this personal 1:1 communication opportunity is key. This is only valuable if you know who you are talking to! Any form of targeted advertising works better than generic ‘billboard’ ad’s pointed at the masses – the same rules apply to mobile. Brands should consider the below options when planning mobile activity • Age & gender of consumer • Specific mobile device choice (to optimise experience) The consumer ‘device choice’ expands the opportunity for brands to communicate from mobile browser, app environments and execute new ‘rich media’ ad formats. It could be argued that the younger audience segment has the greatest opportunity to be ‘wowed’ with impactful creative subsequently shared socially with their friends. Brands should be aware of the opportunity this represents for viral and social sharing, and look to include a social element for this audience. 8 PG.6
  • 11. Another increasingly important option is ‘behavioural targeting’. Technology exists to target consumers based on internet behaviour and apply those segments to mobile marketing campaigns. At Microsoft we’ve followed the learning’s from our web business and unified targeting options across both mobile & web. This allows for simplistic campaign planning across two screens. Demo Device Targeting Targeting 3rd Party Impression Tracking Frequency Day Part Capping Targeting Geo Carrier Targeting Targeting Behavioral Targeting Concise audience targeting is the future of mobile marketing as mobile publishers evolve to offer new solutions to advertisers including ‘Experian’ mosaic profiling and eventually re-targeting. This is moving away from mobile providers that offer assumptions of consumers, where real data isn’t available. It’s fair to say mobile targeting will eclipse web campaigns shortly, and be viewed as the primary method of 1:1 consumer communication. Our devices are shaping up to become more powerful, cheaper, with faster networks on the horizon. In two years we’ll see more internet users on mobile than the PC (Morgan Stanley) which is an amazing thought to linger on. How to get started in Mobile 9 Sponsored by 1
  • 12. How to write a mobile brief By Marks and Spencer Briefing shouldn’t be just about delivering the brief but the collaboration between the brand and agency to make sure they are on the same page. So, discussing the brief, evaluating and agreeing on the final brief are an important part of the process. Without these steps you might end up with an agency delivering something that doesn’t meet your expectations. Any good agency should have a ton of questions, some which might change the original brief. 10
  • 13. Things to consider including: The basics: • Objectives • Markets (e.g. UK) • Timings • Budget • Importance to the business • Any specific formats or devices • Sign off process & requirements And then detail: • Background: I nformation that puts the campaign in a business context e.g. market information such as “an increasingly competitive market and sales are decreasing YOY....”. An agency that understands your business, the business challenges and objectives are more likely to give you the right solution ompetitor information, if a product specific campaign include any C competitor analysis on the product - most agencies are able to get this themselves but sometimes bigger pieces of research are carried out that will be worth sharing • Task - Provide context for the campaign W hat is the purpose of the campaign/project (this could be simply to learn) If mobile is part of a bigger campaign, provide the ATL and digital strategy. Putting the campaign into context of other activity will help to define mobile’s role, which in many cases will be different to the others. It can also help to bridge gaps in the campaign! W hat will the user journey be likely to be (e.g. ideally the call to action should take the customer to a mobile website, if not then what?) How to get started in Mobile 11 Sponsored by 1
  • 14. edia laydown from other channels M reative assets / concepts from ATL/digital. This is to make sure C that everything is integrated, not necessarily looking/doing the same. You’ve got to take advantage of the strengths of each channel. Mobile is a more personal environment so you’d not expect it to do or communicate in the same way as ATL for example Redemption mechanic, if there is an offer and any technical or operational challenges about using a mobile to do this in a store environment e.g. scanning at PoS or manual numeric entry by a service agent Product details and alternatives if these are out of stock hannel/format specific requirements e.g. for SMS what time the C broadcast should be, no earlier than 8am and no later than 8pm rand copy guidelines and how far these will flex to a small screen B (for example, not every logo looks great on a small screen, there may be less elegant degradation across screen sizes!) What will success look like, and how will it be measured / KPIs? What needs to be tracked and how – some tracking may not possible earnings from past campaigns along with previous assets - if the L agency on record they’d of course have that already ny legal considerations (opt in’s, TsCs and where these need to be A available, any specifics about the offer wording) • Target audience - Bringing the customer to life W ho are we talking to? Demographic, attitude, lifestyle - try to go beyond just demographic (personas are great - if done for online it is worth sharing) hat do we already know about their mobile behaviour (site stats) and W handsets and mobile media consumption? This is very important as not all campaigns can cover all handsets due to them having different formats. ny barriers to engagement with the campaign the customers might A have 12
  • 15. • Sign-off It is always good to agree a robust and clear signoff procedure in advance – and this may include the creative and legal elements – timings need to accommodate this. Cautionary notes • ifferent agencies are good at different things, but some agencies deliver D the best results when they have been given a problem rather than the solution. That’s when their expertise and creativity really shines and you get some amazing work. • inally, this is a mobile brief, but sometimes it is not the right solution, like F with anything another channel might do the job better. Make sure you ask yourself why mobile is the best place to carry out this campaign in this way. How to get started in Mobile 13 Sponsored by 1
  • 16. How to read results By Kelaine Olvera Director, Marketing, Velti The mobile industry has been built on accountability, measurement and value and can provide data often missing in both traditional and other forms of digital marketing. So once you have launched the app, pressed play on the SMS campaign or included your short code on your TV advertising, what do you do next? How do you know whether the campaign has been a success? The best place to start is to understand what you can measure and then work out how to do so. If you can measure success, you can measure ROI. But what does success look like? Just as in the traditional media world, a mobile campaign without objectives is a waste of marketing budget. Are you looking for brand awareness? Are you looking to build an opt-in database? Can you measure success on the number of app downloads or mobile top-ups if you are an operator? Is it about churn or 14
  • 17. average revenue per user? Work with your mobile partner to figure this out first – if you know where you are going, you know when you have reached your destination. Source: Velti’s mGage™ So, what can you measure? The mobile channel’s personal nature means you can measure everything – from mobile site visits to time period, geography, operator, device, model, screen, user journey, repeat usage to name just a few variables. With a robust analytics tool you can even go beyond measuring surface statistics to gaining a deeper understanding of how and why someone is using your application. Examples of more robust application reporting include funnel analysis to illustrate how customers navigate the app, measuring social sharing to understand which aspects of the app are most interesting or useful, correlating demographic data with user behaviour which can be used for mobile CRM and targeting, and tracking time and location together which will give insights into how the app is being used. The key is to ensure a fully integrated mobile campaign, getting appy happy will only take you so far, you can measure downloads – but then what? How to get started in Mobile 15 Sponsored by 1
  • 18. As a general rule of thumb – apps are developed to create customer engagement, loyalty or purchase consideration. But if building an app is all you do, the investment will deliver limited results. You need to consider how you will encourage users to download the app. You need to increase awareness through the mobile channel but also from traditional media such as TV, print and outdoor advertising using mobile short codes – an integrated campaign will make each channel work harder. Once your potential or existing customer has downloaded your app, you need to build a relationship with that customer. Leverage the data and CRM capabilities of platforms such as Velti’s mGage™, Overture, Webtrends and Google Analytics. According to a 2010 survey by GkK NOP, the average British smartphone user downloads 15 apps to their handset, keeps 12 of them and uses five daily. So beyond creative and concept, what can you do ensure you are one of those five? The key is flexibility, monitoring feedback data and amending the campaign in line with that feedback. At this point, the app can become an integrated reinforcement vehicle for all marketing contacts through both traditional and mobile media, supported through multi-channel communications that remind users of the unique opportunities and incentives the app makes available. Reports and analytics give you the insight to understand how customers are using the app, where it’s falling short, and how to deliver an even better mobile experience to support your marketing objectives. Source: Velti’s mGage™ 16
  • 19. The right data helps you to make metric-driven decisions to refine every aspect of your mobile marketing and advertising campaign. A platform that provides in-campaign optimization is invaluable – the ability for you to monitor and adjust your mobile campaign while in progress. Empirical evidence and a clear view on success and ROI makes the mobile channel a manageable one, less risky and more likely to warrant a bigger investment. To date, an industry-wide measurement platform has been out of reach. The prolific and fragmented nature of the feedback data delivered through differing reports from ad networks to agencies has simply resulted in a big pack of confused and useless data. Through the use of analytic tools mentioned previously comprehensive reports across your end-to-end campaign and over multiple modules provide meaningful visibility on campaign performance to enable continuous optimisation throughout the lifecycle of your campaign. The old adage, ‘knowledge is power’ really is key when it comes to the mobile channel. Whether brand awareness is the objective or direct response to a specific call to action, if you gather the right data and are able to analyse it in the right way, mobile will become a much more powerful part of the mix. Source: Velti’s mGage™ How to get started in Mobile 17 Sponsored by 1
  • 20. How to get the basics right By James Stewart, Mobile Analyst, TigerSpike If they’re not doing something in mobile already, some or all of your competitors are likely to be busy planning their mobile strategy this year. It’s becoming increasingly clear that the way people interact with technology is rapidly evolving.  Those brands and businesses who fail to act upon the new opportunities brought about by mobile and personal media will, sadly, begin to lose their competitive edge. The fast moving world of mobile, whilst exciting, can also appear daunting to the newcomer.  In addition, the recent surge in the rate of technological innovation shows no signs of slowing, which only serves to make it increasingly difficult to stay abreast all of the latest developments.  18
  • 21. Hopefully this handbook has already provided you with some useful tips, pointing you in the right direction with setting objectives, understanding your consumer, briefing your agency and reading the results.  Here we’re going to provide a high-level summary of how to get yourself ‘mobile ready’. We’ll also list some important questions – about your customers, your brand and your marketing mix – that you should ask yourself when planning your mobile strategy. These are all designed to help ensure that any investment you make brings you the best returns. So, if you’re thinking of developing your mobile strategy in 2011, then here are TigerSpike’s four steps to success: Step 1 – Define your objectives You should have a clear idea of what it is that you’re trying to achieve. Be sure to research your target audience. Key considerations • What are the most common platforms that your customers are using? • How will mobile compliment your current marketing mix? • What are your key success metrics? Step 2 – Identify the right technology for your strategy Be careful not to do the reverse by letting technology drive your strategy. Also ask yourself whether your business is set up to serve your mobile requirements. For example, are data feeds in place and has content already been created? Key considerations • Can you deliver your required objectives through a mobile site or an app? • o you need to outsource design, development and testing, or can you D deliver it in-house? • hat needs to be prepared in-house first? e.g. data feeds W How to get started in Mobile 19 Sponsored by 1
  • 22. Step 3 – Plan your mobile marketing You will make a significant investment in the development of your application or mobile site, both in terms of time and money, so make sure you integrate promotion of it into your marketing plan. Key considerations • ow can you use your development roadmap to create buzz around H your app or site? • ow will you raise awareness amongst your target audience? H • If promoting an app, what mechanisms within each app store (Apple, Android, Nokia, etc.) do you need to understand to ensure your app is highly rated and visible? Step 4 – Evaluate Be sure to build in excellent analytics from the outset. This will allow for solid, data-led decisions in the future. It’s important to listen to user feedback and evolve your site/app accordingly. You must also now integrate your mobile product roadmap into your overall marketing plan. Key considerations • How will you capture and implement user feedback? • hat analytics will be useful to you? Know this before you start W • ow do you plan to evolve the site/app from day one? H Acknowledgements For more information on mobile please contact the IAB or any of our members. Jon Mew, Director of Mobile With thanks to our sponsor Operations, IAB jon@iabuk.net, 0207 050 6969 20
  • 23. Experian Movement Alex Kuhnel Clive Baker alex.kuhnel@uk.experian.com clive@movementlondon.com Google UK Ltd NAVTEQ Media Solutions Nicola Rennison Mandeep Mason nicr@google.com mandeep.mason@navteq.com Guardian News and Media OMD Richard Chambers Alex Newman richard.chambers@guardian.co.uk Alex.Newman@OMDuk.com Mobile Directory Incentivated Jason Cross On Device Research Alistair Hill jasonc@incentivated.com 020 3239 2598 Incentivated OpenMarket Robert Thurner David Sheridan robert@incentivated.com 07540 572 123 4th Screen Tina Taylor InMobi Sky Media 02079215560 Rob Jonas Tim Hussain 020 7470 7475 0207 705 4616 | 07958 318960 AdMob /Google Matt Brocklehurst Lucidity Mobile Somo Agency brocklehurst@google.com Andrew French David Fieldhouse andrew@somoagency.com davidf@luciditymobile.com Addictive Simon Andrews Three Simon@addictivemobile.com MediaCom Joanna Restrick Peter Fyfe Joanna.restrick@three.co.uk Peter.Fyfe@mediacom.com Adfonic Paul Childs TigerSpike info@adfonic.com Mediamind Joshua Heyneke UK Sales Team joshua.heyneke@tigerspike.com uksales@mediamind.com 020 7148 6600 Blismobile Media Greg Isbister greg@blismobile.com Microsoft Advertising Velti Paul Lyonette Kelaine Olvera palyonet@microsoft.com kolvera@velti.com comScore, Inc. Jeremy Copp jcopp@comscore.com millennialmedia Yahoo! Zac Pinkham John Tigg zpinkham@millennialmedia.com 020 7131 1691 Deutsche Telekom James Rowe james.rowe@telekom.com MobiAD News YOC Jim Cook Gary Danks jimcook@mobiadnews.com Gary.Danks@yoc.com Everything Everywhere (Orange and T-Mobile) Julie Fairclough Mobile Commerce Ltd Yodel Digital Julie.fairclough@ Steve Page Justyn Lucas everythingeverywhere.com alex.moir@openmarket.com justyn@yodeldigital.com
  • 24. MOBILE handbook series Internet Advertising Bureau 14 Macklin Street, London WC2B 5NF t +44(0)20 7050 6969 t +44(0)20 7242 9928 e info@iabuk.net www.iabuk.net Sponsored by