Get ready for 2014! Learn from our guest Forrester analyst Jennifer Wise how marketers are preparing to engage a more mature mobile consumer. Jennifer will present Forrester’s view on the future of mobile advertising and discuss the challenges surrounding creative and ROI. Stephanie will leverage her 18 years in interactive advertising with insights into how mobile impacts every stage of consumer engagement.

1. 2014: MOVING MOBILE TO THE CENTER
Impacting Every Stage of Consumer Engagement

2. INTRODUCTIONS
Jennifer Wise, Analyst, Forrester Research
Jenny is an analyst serving Marketing Leadership Professionals. Her research
focuses on emerging marketing tactics, with a primary emphasis on mobile devices,
tablets, and gamification. Her research examines the consumer adoption and usage
of devices and features, and the organizational maturity technologies, and
frameworks required for marketers to successfully deploy these tactics in service of
their marketing strategies.
Stephanie Sarofian, Executive Director Brand & Agency Partnerships,
InMobi
Stephanie Sarofian heads InMobi’s new Mobile First: Data and Audience Strategy
Group, a New York-based strategic team that is spearheading brand and agency
partnerships as InMobi accelerates its North American expansion. Prior to InMobi,
Stephanie was SVP/Global Managing Director at Digitas where she founded the Digital
Content New Front, an annual marketspace dedicated to digital media programming and
trading. Stephanie was recently named to Business Insider’s “30 Most Powerful Women
in Advertising.”
Moderator: Rick Jones, Head of Marketing North America

3. Making Leaders Successful
Every Day

4. Mobile Advertising Must Break Free
From The Desktop
Jennifer Wise, Analyst
December 9, 2013

5. Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today
› Marketers need to craft a mobile-first,
contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited
5

6. Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today
› Marketers need to craft a mobile-first,
contextually-based approach
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited
6

7. Today’s customer loves their devices

8. And spend a lot of time on them
Image source: APG (http://apcmag.com); Lakeshore branding (http://www.lakeshorebranding.com)
© 2013 Forrester Research, Inc. Reproduction Prohibited
8

9. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)
© 2013 Forrester Research, Inc. Reproduction Prohibited
9

10. A mobile mind shift has started
The expectation that any
desired information or service is
available, on any appropriate
device, in context, at your
moment of need
© 2013 Forrester Research, Inc. Reproduction Prohibited
10

11. Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching
it’s full potential today
› Marketers need to craft a mobilefirst, contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited
11

12. Mobile advertising today doesn’t meet the
customer’s demands

13. Today, mobile ads are treated as minidesktop ads
› The short history of mobile ads
has been filled with bad
experiences
• Interruptive
• Irrelevant
• Hard to read
© 2013 Forrester Research, Inc. Reproduction Prohibited
13

14. The result?
› Low performance
• Bad user experiences
drive down success
› Poor, misunderstood tracking
and measurement
• Mobile impacts new
phases of the customer
lifecycle
• Mobile has its own set of
unique metrics
© 2013 Forrester Research, Inc. Reproduction Prohibited
14

15. Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today
› Marketers need to craft a mobile-first,
contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited
15

16. How do you reach this perpetually connected,
demanding customer with mobile advertising?

17. Mobile advertising must evolve into its
own, special type of paid media

18. Marketers must strike the right balance
Mobile-unique content
© 2013 Forrester Research, Inc. Reproduction Prohibited
Contextual messaging
18

19. Step 1: Create mobile-first advertising

20. Mobile-first advertising requires you to:
› Think about your user’s experience
› Take advantage of mobile-unique functionality
› Create content that offers value to the user
© 2013 Forrester Research, Inc. Reproduction Prohibited
20

21. Step 2: Leverage contextual data

22. Forrester defines context as
“the sum total of what your customer has told
you and is experiencing at their moment of
engagement.”

23. Context includes:
›Situation: the current location, altitude, and speed the
customer is experiencing
›Preferences: the history and personal decisions the
customer has shared with you
›Attitudes: the feelings or emotions implied by the
customer’s actions

24. Target personas
Who is your customer?
› Gender
› Age
› Country
› Language
› Interests
© 2013 Forrester Research, Inc. Reproduction Prohibited
24

25. Master the context basics
What is their situation right
now?
› GPS
› Time of day
› Current location
© 2013 Forrester Research, Inc. Reproduction Prohibited
25

26. Layer in intelligence
What are they trying to
accomplish?
› Where in the customer journey?
› History with the brand?
› Purchase intent?
› In my store? In a competitor’s
store?
› Within 1 hour of flight? Two
days?
© 2013 Forrester Research, Inc. Reproduction Prohibited
26

27. Add more contextual dimensions
Go further:
› Distance? Depth?
› What floor in the building?
What aisle?
› What direction is the consumer
facing?
› Light? Dark?
© 2013 Forrester Research, Inc. Reproduction Prohibited
27

28. Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today
› Marketers need to craft a mobile-first,
contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited
28

29. Key takeaways:
›
›
Mobile advertising must evolve to become something
distinct from tiny versions of online display ads.
They must become contextual, personalized, and
content-driven experiences.
› This will lead to more measurable and improved mobile
media performance.
© 2013 Forrester Research, Inc. Reproduction Prohibited
29

30. Thank you
Jennifer Wise
jwise@forrester.com
@JenniferWise