1.
Webinar
Building mobile creatives that drive real results
Engagement Sciences

2.
MICHAEL LEE
Regional Creative Director
Asia Pacific, Middle East, Turkey Africa
JAMES ROGERS
Head of Sales
Singapore, Malaysia & Vietnam

3.
THE EVOLUTION
A brief history on mobile advertising

4.
THE EVOLUTION
Advertising platforms
MOBILE ADS ARE ANNOYING

5.
THE EVOLUTION
How the platforms have changed
1990s 20101940s

6.
ENGAGEMENT SCIENCES
Creating Consumer Experiences

7.
ENGAGEMENT SCIENCES
Consumer Experiences
1940s
Unlike other advertising channels, the mobile device allows bra
nds and advertisers to understand the consumer intimately.
It’s how we use this information that matters.
KNOWING YOUR AUDIENCE

8.
ENGAGEMENT SCIENCES
Consumer Experiences
1940sPeople will often chance upon mobile advertising – this means that they were in the midst of a different task before the rich m
edia showed up. Great creatives address specific moments in a users timeline.
CHANGING MEDIA CONSUMPTION HABITS
MORNING GOING HOMEAT WORKGOING TO WORK BEFORE BED

9.
ENGAGEMENT SCIENCES
How is contextual information relevant
1940s

10.
ENGAGEMENT SCIENCES
Translating data of consumer habits
1940s
Historical campaign or category
data, allows us to
Identify who they are, and
what they are interested in
And when to deliver creatives the
moment of maximum opportunity
Through dynamic creative
optimization
To drive sales or response

11.
THE CREATIVE APPROACH
Project Capstone

12.
THE CREATIVE APPROACH
Understanding the campaign
1940s
Creative approach more experimental,
with greater consumer interaction
Brand Engagement and dwell time ideal
measures
Good launch pads for potentially
award winning work
Greater importance on
engagement metrics, (CTAs,
CTRs)
Employs mobile advertising to amplify
other advertising channels
VS
Mobile Campaigns running
in silo
Mobile Campaigns as part of
an overarching campaign

13.
THE CREATIVE APPROACH
Optimizing Engagement
The message and experience should always be about the
user. This means taking into context where they are, what
they’re doing, who they are, before defining how to
communicate with them. Technology allows us to reach
them in methods only the mobile device can provide.
Users at the center

14.
THE CREATIVE APPROACH
Optimizing Engagement
These types of creatives generally place no
importance on how it looks on mobile
devices. They were developed for the
desktop, ignoring the mobile experience.
User is simply able to view basic
information and access simple functions.
Mobile Friendly
Mobile optimized creatives were built for
sole consumption on mobile devices. These
formats load great and often are able to
access native hardware functions. These
formats are often built with development
software, and have its limitations.
Issues with loading across multiple phone
sizes, as creatives often tailored for specific
functions. May pose issues when shared on
Facebook due to sizing.
Mobile Optimized
This format loads across all screen sizes,
regardless of desktop, tablet or mobile.
Usually used if site is content heavy, and
don’t require phone specific features. This
format takes the longest to build.
Responsive

15.
THE CREATIVE APPROACH
Optimizing Engagement
1940s
Animated banners have been proven to work 2.8x better than static banners. This is
often the most crucial and overlooked step in the consumer journey of mobile
advertising.
While people can arrive at the rich media experience through a variety of methods, the
best inventory on most networks is still the initial banner, either as a Native ad,320x50,
or an interstitial, just to name a few.
Animations can also help to keep a user engaged with the experience.
Animations

16.
THE CREATIVE APPROACH
Optimizing Engagement
1940s
The mobile device is unique in allowing users to interact with an object in an
unprecedented way. It’s various hardware features allows users to ‘explore’ brand
communication by truly engaging with their devices.
It’s through these types of interactions we can keep a users limited attention span.
This is one of the reasons purchases of applications on the device is so popular, as
opposed to purchasing other items on the mobile device. The buying of an application
provides a user instant gratification and immediate access to the product they had just
paid for. By tapping on the behavior, brands would be able to customize their
messages accordingly.
Immediacy of response

17.
THE CREATIVE APPROACH
Optimizing Engagement
1940s
Quickly demonstrating value is crucial. The first reaction people have towards ‘ads’ is
negative. They immediately begin looking for the ‘close’ button, or some way to skip the
ad.
However when we are able to first demonstrate some form of value, users tend to stick
around. This value should be contextually relevant with the brand, messaging and user.

18.
THE CREATIVE APPROACH
Location Marketing
Location marketing allows brands to speak
directly to consumers with regards to their
immediate location.

19.
THE CREATIVE APPROACH
API Integration
Tapping onto various API sources allows us
to communicate with users about the
environment they are in. Contextual
advertising relates directly to the user and can
leave significant impact.

20.
THE CREATIVE APPROACH
Video
Video on the mobile device shouldn’t be
delivered in the same manner as desktop.
Tap on the various unique features of mobile
devices to deliver an engaging experience.

21.
THE CREATIVE APPROACH
Technology
Technology should serve to better communicate
the message, and not pose a hindrance to the
overall consumer interaction.

22.
THE CREATIVE APPROACH
Case Study
To promote their popup stores around Singapore, we
created a HTML5 rich media unit which simulated receiving
a phone call from Naomi Neo, a social influencer popular
with our target audience in Singapore.
Sunsilk
97.2% Interaction Rate

23.
THE CREATIVE APPROACH
Case Study
Pond’s wanted to promote the new Acne solution in
Indonesia. We created the world’s first facial recognition
software to educate user’s on how to best look after
specific regions of their faces.
Pond’s Acne
39,000 User Interactions
29 secs Dwell Time

24.
CREATIVE EFFECTIVENESS
Metrics, metrics, metrics

25.
CREATIVE EFFECTIVENESS
Effectiveness Formats
Awareness
Response
Interactive Video
Gyroscope
Pre-Roll Video
Pre-Roll Video + End Card
Streetview
Basic One-Pagers
3D Interactions
Facial Recognition
Speech Detection
Carousel
Add to calendar
Phone Call
Weather
Store Locator
Lead Gen
Maps
Coupons
API Integration
360
Battery Detection
Vertical Video

26.
CREATIVE EFFECTIVENESS
Effectiveness Study
Relevancy
Credibility
Awareness/Ad Recall
Interest Elevation
Purchase Intent
99 Like
124
107
104
106
107
140
108
119
150
123
Like
Benchmark = Index 100
= Norm Top 20%
*Mindshare, Unilever & InMobi 2016
Relevancy
Credibility
Awareness/Ad Recall
Interest Elevation
Purchase Intent
98

27.
CREATIVE EFFECTIVENESS
In Summary
User Centric Built for KPIsThink Mobile First Be Bold!

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