SlideShare una empresa de Scribd logo

MMA Fórum 2015

Mobile video terapia. p2

1 de 17
Descargar para leer sin conexión
MMA Fórum 2015
MMA Fórum 2015
Fonte: Google “Consumer Barometer (2015)
Fonte: TubeMogul “Q2 2015 Quarterly Updte: Brazil” (2015)
MMA Fórum 2015
MMA Fórum 2015
Publicidad

Recomendados

Más contenido relacionado

Destacado

DGIM Agenda Template
DGIM Agenda TemplateDGIM Agenda Template
DGIM Agenda TemplateLena Rivera
 
The internet of things
The internet of thingsThe internet of things
The internet of thingsKampfraath003
 
Senior Project: Research Paper
Senior Project: Research PaperSenior Project: Research Paper
Senior Project: Research PaperBrian_Elliott
 
Інфографіка: Кримськотатарська автономія та права корінних народів
Інфографіка: Кримськотатарська автономія та права корінних народівІнфографіка: Кримськотатарська автономія та права корінних народів
Інфографіка: Кримськотатарська автономія та права корінних народівEurope without barriers
 
Prospects of Ukraine’s Accession to the European Common Aviation Area
Prospects of Ukraine’s Accession to the European Common Aviation AreaProspects of Ukraine’s Accession to the European Common Aviation Area
Prospects of Ukraine’s Accession to the European Common Aviation AreaEurope without barriers
 
Report on Barriers Faced by People with Disabilities When Applying for Scheng...
Report on Barriers Faced by People with Disabilities When Applying for Scheng...Report on Barriers Faced by People with Disabilities When Applying for Scheng...
Report on Barriers Faced by People with Disabilities When Applying for Scheng...Europe without barriers
 
Блок 4 Фундаментальні права та зовнішні зносини
Блок 4 Фундаментальні права та зовнішні зносиниБлок 4 Фундаментальні права та зовнішні зносини
Блок 4 Фундаментальні права та зовнішні зносиниEurope without barriers
 
De Revolutie van het Industrial Internet of Things
De Revolutie van het Industrial Internet of ThingsDe Revolutie van het Industrial Internet of Things
De Revolutie van het Industrial Internet of ThingsMichiel Verheij
 
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...Europe without barriers
 
Documents Security and Migration Policy: Assessments and Recommendations of t...
Documents Security and Migration Policy: Assessments and Recommendations of t...Documents Security and Migration Policy: Assessments and Recommendations of t...
Documents Security and Migration Policy: Assessments and Recommendations of t...Europe without barriers
 
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...Europe without barriers
 
Visa-Free Europe for the Eastern Partnership: a Way to Achieve
Visa-Free Europe for the Eastern Partnership: a Way to AchieveVisa-Free Europe for the Eastern Partnership: a Way to Achieve
Visa-Free Europe for the Eastern Partnership: a Way to AchieveEurope without barriers
 
The EU Visa Policy in Ukraine. Independent monitoring findings 2012
The EU Visa Policy in Ukraine. Independent monitoring findings 2012The EU Visa Policy in Ukraine. Independent monitoring findings 2012
The EU Visa Policy in Ukraine. Independent monitoring findings 2012Europe without barriers
 
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...RecargaPay
 

Destacado (16)

DGIM Agenda Template
DGIM Agenda TemplateDGIM Agenda Template
DGIM Agenda Template
 
Mass media
Mass media Mass media
Mass media
 
The internet of things
The internet of thingsThe internet of things
The internet of things
 
Senior Project: Research Paper
Senior Project: Research PaperSenior Project: Research Paper
Senior Project: Research Paper
 
Інфографіка: Кримськотатарська автономія та права корінних народів
Інфографіка: Кримськотатарська автономія та права корінних народівІнфографіка: Кримськотатарська автономія та права корінних народів
Інфографіка: Кримськотатарська автономія та права корінних народів
 
Prospects of Ukraine’s Accession to the European Common Aviation Area
Prospects of Ukraine’s Accession to the European Common Aviation AreaProspects of Ukraine’s Accession to the European Common Aviation Area
Prospects of Ukraine’s Accession to the European Common Aviation Area
 
Report on Barriers Faced by People with Disabilities When Applying for Scheng...
Report on Barriers Faced by People with Disabilities When Applying for Scheng...Report on Barriers Faced by People with Disabilities When Applying for Scheng...
Report on Barriers Faced by People with Disabilities When Applying for Scheng...
 
Блок 4 Фундаментальні права та зовнішні зносини
Блок 4 Фундаментальні права та зовнішні зносиниБлок 4 Фундаментальні права та зовнішні зносини
Блок 4 Фундаментальні права та зовнішні зносини
 
MMA Fórum Brasil 2015
MMA Fórum Brasil 2015MMA Fórum Brasil 2015
MMA Fórum Brasil 2015
 
De Revolutie van het Industrial Internet of Things
De Revolutie van het Industrial Internet of ThingsDe Revolutie van het Industrial Internet of Things
De Revolutie van het Industrial Internet of Things
 
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...
Schengen Consulates in Assessments and Ratings. Visa Practices of the EU Memb...
 
Documents Security and Migration Policy: Assessments and Recommendations of t...
Documents Security and Migration Policy: Assessments and Recommendations of t...Documents Security and Migration Policy: Assessments and Recommendations of t...
Documents Security and Migration Policy: Assessments and Recommendations of t...
 
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...
Public Monitoring of the EU Member States’ Visa Issuance Policies and Practic...
 
Visa-Free Europe for the Eastern Partnership: a Way to Achieve
Visa-Free Europe for the Eastern Partnership: a Way to AchieveVisa-Free Europe for the Eastern Partnership: a Way to Achieve
Visa-Free Europe for the Eastern Partnership: a Way to Achieve
 
The EU Visa Policy in Ukraine. Independent monitoring findings 2012
The EU Visa Policy in Ukraine. Independent monitoring findings 2012The EU Visa Policy in Ukraine. Independent monitoring findings 2012
The EU Visa Policy in Ukraine. Independent monitoring findings 2012
 
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
 

Más de Mobile Marketing Association

Branding After Performance: E-commerce como instrumento de branding en consu...
Branding After Performance:  E-commerce como instrumento de branding en consu...Branding After Performance:  E-commerce como instrumento de branding en consu...
Branding After Performance: E-commerce como instrumento de branding en consu...Mobile Marketing Association
 
Branding After Performance: Aprendiendo del eshopper
Branding After Performance: Aprendiendo del eshopperBranding After Performance: Aprendiendo del eshopper
Branding After Performance: Aprendiendo del eshopperMobile Marketing Association
 
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...Branding After Performance: Rise of marketplace in Advertising: it´s all abou...
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...Mobile Marketing Association
 
MMA Impact Forum Argentina 2019 | Marketing Moderno
MMA Impact Forum Argentina 2019 | Marketing ModernoMMA Impact Forum Argentina 2019 | Marketing Moderno
MMA Impact Forum Argentina 2019 | Marketing ModernoMobile Marketing Association
 
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019Mobile Marketing Association
 
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...Mobile Marketing Association
 
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...Mobile Marketing Association
 
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad MobileMMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad MobileMobile Marketing Association
 
MMA Summit Chile: gaming la siguiente frontera de la publicidad
MMA Summit Chile: gaming la siguiente frontera de la publicidadMMA Summit Chile: gaming la siguiente frontera de la publicidad
MMA Summit Chile: gaming la siguiente frontera de la publicidadMobile Marketing Association
 
MMA Summit Chile - El futuro del marketing de movilidad
MMA Summit Chile - El futuro del marketing de movilidadMMA Summit Chile - El futuro del marketing de movilidad
MMA Summit Chile - El futuro del marketing de movilidadMobile Marketing Association
 

Más de Mobile Marketing Association (20)

Branding After Performance: E-commerce como instrumento de branding en consu...
Branding After Performance:  E-commerce como instrumento de branding en consu...Branding After Performance:  E-commerce como instrumento de branding en consu...
Branding After Performance: E-commerce como instrumento de branding en consu...
 
Branding After Performance: Aprendiendo del eshopper
Branding After Performance: Aprendiendo del eshopperBranding After Performance: Aprendiendo del eshopper
Branding After Performance: Aprendiendo del eshopper
 
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...Branding After Performance: Rise of marketplace in Advertising: it´s all abou...
Branding After Performance: Rise of marketplace in Advertising: it´s all abou...
 
Branding After Performance: Brandformance
Branding After Performance: BrandformanceBranding After Performance: Brandformance
Branding After Performance: Brandformance
 
MMA Infografia
MMA InfografiaMMA Infografia
MMA Infografia
 
MMA Insight Report Argentina 2019
MMA Insight Report Argentina 2019MMA Insight Report Argentina 2019
MMA Insight Report Argentina 2019
 
MMA Impact Forum Argentina 2019 | Marketing Moderno
MMA Impact Forum Argentina 2019 | Marketing ModernoMMA Impact Forum Argentina 2019 | Marketing Moderno
MMA Impact Forum Argentina 2019 | Marketing Moderno
 
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019
MMA Impact Forum Argentina 2019 | MMA Mobile Report Argentina 2019
 
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...
MMA Impact Forum Argentina 2019 | Real World: Midiendo el impacto offline de ...
 
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...
MMA Impact Forum Argentina 2019 | Acelerando la última milla de la compra onl...
 
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad MobileMMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
 
Ia na experiencia ao cliente
Ia na experiencia ao clienteIa na experiencia ao cliente
Ia na experiencia ao cliente
 
Advergames: do nicho ao mainstream
Advergames: do nicho ao mainstreamAdvergames: do nicho ao mainstream
Advergames: do nicho ao mainstream
 
A mulher na publicidade
A mulher na publicidadeA mulher na publicidade
A mulher na publicidade
 
MMA Whitepaper Recap SXSW + MWC 2019
MMA Whitepaper Recap SXSW + MWC 2019MMA Whitepaper Recap SXSW + MWC 2019
MMA Whitepaper Recap SXSW + MWC 2019
 
MMA Summit Chile: gaming la siguiente frontera de la publicidad
MMA Summit Chile: gaming la siguiente frontera de la publicidadMMA Summit Chile: gaming la siguiente frontera de la publicidad
MMA Summit Chile: gaming la siguiente frontera de la publicidad
 
MMA Summit Chile - Branded content
MMA Summit Chile - Branded contentMMA Summit Chile - Branded content
MMA Summit Chile - Branded content
 
MMA Summit Chile - La cruda realidad
MMA Summit Chile - La cruda realidadMMA Summit Chile - La cruda realidad
MMA Summit Chile - La cruda realidad
 
MMA Summit Chile - El futuro del marketing de movilidad
MMA Summit Chile - El futuro del marketing de movilidadMMA Summit Chile - El futuro del marketing de movilidad
MMA Summit Chile - El futuro del marketing de movilidad
 
MMA Summit Chile - Insights del Usuario Movil
MMA Summit Chile - Insights del Usuario MovilMMA Summit Chile - Insights del Usuario Movil
MMA Summit Chile - Insights del Usuario Movil
 

MMA Fórum 2015

Notas del editor

  1. with so many people disconnecting from their TVs due to the freedom they feel from being able to watch video at a time and place of their choosing, advertising on mobile devices has become a key marketing strategies for a number of brands.
  2. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.
  3. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy. Mobile Video is growing faster than all other digital advertising formats Video ads on smartphones help capture the consumer's attention For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.
  4. For companies looking to reach a large number of consumers at once, raise brand awareness and influence buying decisions, targeting smaller screens to deploy video ads makes perfect sense. Smartphone and tablet use has become so prevalent that these gadgets have become the key focus of many companies' video advertising strategy.
  5. vamos a ver rapidamente dos casos de estudio, en donde vamos a ver como las marcas pueden utilizar video en mobile de diferentes maneras. el primero es el mas tradicional, video in-stream, particularmente pre-roll
  6. Esto es un business case de Nike Argentina. Nike built an app for football fans to encourage them to play more, giving the users tools to arrange matches, join a game nearby, start a game with friends, and get the latest Nike product before anyone else. esta campaña de video era especial ya que era de brandformance donde no solo se buscaba generar awereness de marca sino generar instalacione luego del click. Logan developed a strategy that focused not only on reaching the right audience but keeping a close eye on view-through-rates and post-click activity.
  7. Human group segmentation se establecio estos clusters en base el briefing de nike, en una primera fase la segmentación demográfica, acotando a hombres de 18 a 40 años. En una segunda instancia se trabajó con los clusters de audiencia de Logan formados a partir del estudio de uso de apps de cada usuario, historial de navegación. La segmentación tecnologica incluyó el territorio argentino, incluyendo sólo usuarios en conexión wi-fi para asegurar una correcta reproducción del video. Solo usuarios de iOS y Android ya que la app solo esta disponible para ellos, y por ultimo se segmentaron los momentos del día dedicados al esparcimiento (fines de semana y L-V 18 a 22). Durante el prime time se registran los picos de consumo de video mobile. Como ultima etapa se hizo una campaña de retargeting para alcanzar a usuarios que hayan interactuado con campañas de productos afines a la marca.
  8. Nike queria correr un anuncio de 60”, una longitud que duplica la longitud recomendable en mobile (20-30”). El formato seleccionado fue preroll ya que para este tipo de longitud suele tener tasas mas altas de View-through-rate y engagement. A pesar de la longitud del video los resultados fueron muy buenos
  9. por que fueron tan buenas la metricas, tanto ctr como complete views son el resultado de la combinacion de: seleccionar la audiencia correcta con el contenido relevante para ella y lo sexy que es la marca. Otra cuestion importante que ayudo a mejorar las metricas es la segmentacion solo por Wi-Fi, evitando problemas de conectividad de las redes 3G argentinas. se lograron rendimientos similares a lo de videos mucho mas cortos (20-30”) y un CTR superior a la media de la industria. buena tasa de instalacion pero no podemos revelar los datos concretos. RELEVANT CONTENT: it is critical to create and deploy content that captures the attention of the consumer right away and encourages them to sit and watch a video ad through the end. Tablet and smartphone users generally have a shorter attention span than consumers who rely on TV to watch content. Users have greater control over their decision to watch a video ad or not. If they don't find the content to be engaging, they can simply click away from it and a potential sales opportunity can be lost forever
  10. video no es solo pre-roll, tambien podemos enriquecer la experiencia del usuario dentro en un banner de alto impacto.
  11. Subway is one of the main food chains in Argentina, they wanted to reach people on the rush during lunch hours in Buenos Aires downtown. Mobile brinda una solucion unica para impactar este tipo de consumidores.
  12. En cuanto a grupos humanos solo se segmento por la variable demográfica ya que la audiencia es muy amplia. Lo mas importante de esta campaña fue la segmentacion tecnica, en especial el geofencing a 500m de cada tienda de subway y el dayparting durante el horario del almuerzo. Tambien hubo una campaña de retargeting donde se volvio a impactar a usuarios que han interactuado con productos de fast food.
  13. The rich media banner was built on HTML5, leveraging mobile-centric capabilities such as GPS and touchscreen to showcase Subway products and drive foot traffic to the store. Logan built a rich media interstitial that included a video to tempt users on the go and enriched the experience with the option to browse the menu, share it over social media and get directions to the closest store. Tip: Integrating social media into video marketing strategies Smartphone users share content at a surprisingly high rate Millions of people use social media on a daily basis, and the sharing of information is one of the primary activities