moment.
#iMediaSummit @brian_wong
Mobile Bootcamp Kick-off Engaging Consumers in Moments: Trends in Mobile and Commerce Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis
We are the moments company.
What other moments were consumers living daily?
We sought to power every moment on the planet. Rewarding moments across 3,500 apps Across 150 million devices globally Seeing 500+ million moments every month (200 moments per second) $20mm in VC Capital raised from Verizon, AmEx, True Ventures
SERVICE MOMENTS CONSUMPTION MOMENTS
SURPRISE & DELIGHT MOMENTS
TRANSACTION MOMENTS
SOCIAL MOMENTS
Why is Mobile all about Moments? ENGAGEMENT MOMENTS DISCOVERY MOMENTS
CONTRIBUTING MOMENTS
Needs-addressing throughout the day.
“
Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment.
- Adam Bain, CRO, Twitter
Mobile Search MoMentS UnderStanding how Mobile driveS converSionS Mobile search is always on, happening on the go, at home and at work
77%
Intent, evolved.
of mobile searches occur at home or work; 17% on the go
Mobile searches are strongly tied to specific contexts
Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses
3 of 4 mobile searches trigger follow-up actions 36%
25%
Continued Research
Visited a Retailer’s Website
18%
17%
Shared Information
Visited a Store
17%
7%
Made a Purchase
Called a Business
Actions triggered by mobile search also happen very quickly
55%
of conversions (store visit, phone call or purchase) happening within an hour
On average, each mobile search triggers nearly 2 follow-up actions
Product & shopping searches have a higher number of outcomes Number of follow-up actions per mobile search
3.56
2.52
2.20
2.08
2.07
Beauty
Auto
Travel
Food
Tech
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are registered trademarks or trademarks of CZT/ACN Trademarks, LLC. Used with permission. Other product and service names are trademarks of their respective companies.
Brand Acquisition CRM/Loyalty Data
Moments
Social Content/Creative
The moment was so much more.
We measured the emotional value of a moment.
App Usage
Moment of Achievement
Post-Moment
4
Valence
-0.5
Achievement Anticipation
-5
-9.5
Moment Completion
-14 10
20
30
40
50
60
70
80
90
100
110
120
Quarter Seconds of App Usage
130
140
150
160
170
180
Reach & Frequency Doesn’t Work With the Connected Generation
Favorability decreased for ads.
Awareness increased but...
+10% Rewards boosted favorability
8% Control
Ads
Rewards
Control
Ads
-6% Banner ads sacked favorability
Rewards
Real World Test—Participants who started assigned app: Control n=245; Ads n=276; Rewards n=425
© 2014 IPG Media Lab. Proprietary & Confidential
19
10
Trends: Adding Value in Mobile
1
Dynamic Creative + Native
2
Binary / Tinder
Connected Devices: Knowing Needs
3
MORNING
CONNECTED CAR
OO
N
WEARABLES
SOCIAL MEDIA
AF
G
TE
NI N
RN
EVE
MASS ADOPTION SEQUENCE
CONNECTED HOME
APPS/ SMARTPHONES
Not a new medium: a new moments source.
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
Predictive Productivity / AI
4
REWARDS
5
ADS
VS Instant Gratification / On-Demand
Our world: the “connect” & “instant” generation. If you can’t gratify them instantly, acknowledge them in the moment.
6 Buy-through Attribution Data
Introducing: KiipIQ Moments Targeting + Audience Data First Party Data
30,000,000 e-mail addresses + device ID’s
10 Moment Personas 5 Core Audiences Engagement Insights Engaged Moment™ Guarantee Trading Desk Compatible
Demographic data Location Most current apps (app list) Actions/moments users take in apps History of brand preference Explicit preference responses E-mail address
Third Party Data BlueKai Datalogix Your DMP/CRM
Meanwhile, developers 2015:logged
2 BILLION THE MOMENTS GRAPH moments with Kiip
Product Moments Converted to Digital!
moment
moment
transaction moment
moment
moment
transaction moment
moment
moment
Moments A/B!
Moments/ Interaction Audit!
Feedback Mechanisms Established!
Moments Mix!
moment
7
Mobile Loyalty
Rewards/Content Mix!
SOCIAL MEDIA
Rapid Transparency of Media
8
9
Deeplinking
Our In-app Notifications: Service Moments SURVEY COMMERCE
ACTION
Tell us when!
Here’s a reward for Unlocking an Achievement
CRM
Here’s a shortcut to renewing your insurance.
Here’s a reward for Unlocking an Achievement
API
Here’s a shortcut to renewing your insurance.
Be the king of the kitchen!
SOCIAL
Be proud of this moment!
10 M-commerce
1
2
3
moment
instant offer
apple pay
Pay
Billions of moments.
Billions of opportunities to delight.
SPORTS
JFDI CELEBRATION COOKING PRODUCTIVITY
WHAT’S YOUR MOMENT?
DINING
WINNING SOCIAL
UNPARALLELED
WINNING
BEAUTY GOALS
CLUMSY
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
WHAT MOMENTS WILL YOU SERVE? LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
[email protected] twitter.com/brian_wong www.kiip.com
#iMediaSummit
Closing Remarks Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis
Isn’t it about the moment?
1 Inventing New Permissions
1:1 at Scale
2
Acknowledging Connected Moments
3
Celebrating Innovation
4
Product Moments Converted to Digital!
MORNING
LOGGED workout
THIRD PARTY MOMENTS
OO
RN
REVIEWS new recipe
G
TE
WATCHES new show
NI N
Moments Mix!
FINISHES to-do list
AF
EVE
Feedback Mechanisms Established!
MAKES playlist
N
OWNED ACHIEVES high score (FIRST PARTY)
Moments A/B!
Moments/ Interaction Audit!
5
Rewards/Content Mix!
Find Your Moments
Action Items: Do Something When You Get Back 1. 2. 3. 4. 5.
Advanced targeting: do one advanced campaign Sell something on a social network Reward someone uniquely Turn the young kids in your family into your focus group Don’t buy an Apple Watch, get a Samsung Watch
[email protected] twitter.com/brian_wong www.kiip.com
Mobile Bootcamp Kick-off Engaging Consumers in Moments: Trends in Mobile and Commerce Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis
We are the moments company.
What other moments were consumers living daily?
We sought to power every moment on the planet. Rewarding moments across 3,500 apps Across 150 million devices globally Seeing 500+ million moments every month (200 moments per second) $20mm in VC Capital raised from Verizon, AmEx, True Ventures
SERVICE MOMENTS CONSUMPTION MOMENTS
SURPRISE & DELIGHT MOMENTS
TRANSACTION MOMENTS
SOCIAL MOMENTS
Why is Mobile all about Moments? ENGAGEMENT MOMENTS DISCOVERY MOMENTS
CONTRIBUTING MOMENTS
Needs-addressing throughout the day.
“
Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment.
- Adam Bain, CRO, Twitter
Mobile Search MoMentS UnderStanding how Mobile driveS converSionS Mobile search is always on, happening on the go, at home and at work
77%
Intent, evolved.
of mobile searches occur at home or work; 17% on the go
Mobile searches are strongly tied to specific contexts
Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses
3 of 4 mobile searches trigger follow-up actions 36%
25%
Continued Research
Visited a Retailer’s Website
18%
17%
Shared Information
Visited a Store
17%
7%
Made a Purchase
Called a Business
Actions triggered by mobile search also happen very quickly
55%
of conversions (store visit, phone call or purchase) happening within an hour
On average, each mobile search triggers nearly 2 follow-up actions
Product & shopping searches have a higher number of outcomes Number of follow-up actions per mobile search
3.56
2.52
2.20
2.08
2.07
Beauty
Auto
Travel
Food
Tech
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are registered trademarks or trademarks of CZT/ACN Trademarks, LLC. Used with permission. Other product and service names are trademarks of their respective companies.
Brand Acquisition CRM/Loyalty Data
Moments
Social Content/Creative
The moment was so much more.
We measured the emotional value of a moment.
App Usage
Moment of Achievement
Post-Moment
4
Valence
-0.5
Achievement Anticipation
-5
-9.5
Moment Completion
-14 10
20
30
40
50
60
70
80
90
100
110
120
Quarter Seconds of App Usage
130
140
150
160
170
180
Reach & Frequency Doesn’t Work With the Connected Generation
Favorability decreased for ads.
Awareness increased but...
+10% Rewards boosted favorability
8% Control
Ads
Rewards
Control
Ads
-6% Banner ads sacked favorability
Rewards
Real World Test—Participants who started assigned app: Control n=245; Ads n=276; Rewards n=425
© 2014 IPG Media Lab. Proprietary & Confidential
19
10
Trends: Adding Value in Mobile
1
Dynamic Creative + Native
2
Binary / Tinder
Connected Devices: Knowing Needs
3
MORNING
CONNECTED CAR
OO
N
WEARABLES
SOCIAL MEDIA
AF
G
TE
NI N
RN
EVE
MASS ADOPTION SEQUENCE
CONNECTED HOME
APPS/ SMARTPHONES
Not a new medium: a new moments source.
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
Predictive Productivity / AI
4
REWARDS
5
ADS
VS Instant Gratification / On-Demand
Our world: the “connect” & “instant” generation. If you can’t gratify them instantly, acknowledge them in the moment.
6 Buy-through Attribution Data
Introducing: KiipIQ Moments Targeting + Audience Data First Party Data
30,000,000 e-mail addresses + device ID’s
10 Moment Personas 5 Core Audiences Engagement Insights Engaged Moment™ Guarantee Trading Desk Compatible
Demographic data Location Most current apps (app list) Actions/moments users take in apps History of brand preference Explicit preference responses E-mail address
Third Party Data BlueKai Datalogix Your DMP/CRM
Meanwhile, developers 2015:logged
2 BILLION THE MOMENTS GRAPH moments with Kiip
Product Moments Converted to Digital!
moment
moment
transaction moment
moment
moment
transaction moment
moment
moment
Moments A/B!
Moments/ Interaction Audit!
Feedback Mechanisms Established!
Moments Mix!
moment
7
Mobile Loyalty
Rewards/Content Mix!
SOCIAL MEDIA
Rapid Transparency of Media
8
9
Deeplinking
Our In-app Notifications: Service Moments SURVEY COMMERCE
ACTION
Tell us when!
Here’s a reward for Unlocking an Achievement
CRM
Here’s a shortcut to renewing your insurance.
Here’s a reward for Unlocking an Achievement
API
Here’s a shortcut to renewing your insurance.
Be the king of the kitchen!
SOCIAL
Be proud of this moment!
10 M-commerce
1
2
3
moment
instant offer
apple pay
Pay
Billions of moments.
Billions of opportunities to delight.
SPORTS
JFDI CELEBRATION COOKING PRODUCTIVITY
WHAT’S YOUR MOMENT?
DINING
WINNING SOCIAL
UNPARALLELED
WINNING
BEAUTY GOALS
CLUMSY
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
WHAT MOMENTS WILL YOU SERVE? LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
[email protected] twitter.com/brian_wong www.kiip.com
#iMediaSummit
Closing Remarks Brian Wong @ iMedia Mobile Bootcamp, Host, 2015 @ Minneapolis
Isn’t it about the moment?
1 Inventing New Permissions
1:1 at Scale
2
Acknowledging Connected Moments
3
Celebrating Innovation
4
Product Moments Converted to Digital!
MORNING
LOGGED workout
THIRD PARTY MOMENTS
OO
RN
REVIEWS new recipe
G
TE
WATCHES new show
NI N
Moments Mix!
FINISHES to-do list
AF
EVE
Feedback Mechanisms Established!
MAKES playlist
N
OWNED ACHIEVES high score (FIRST PARTY)
Moments A/B!
Moments/ Interaction Audit!
5
Rewards/Content Mix!
Find Your Moments
Action Items: Do Something When You Get Back 1. 2. 3. 4. 5.
Advanced targeting: do one advanced campaign Sell something on a social network Reward someone uniquely Turn the young kids in your family into your focus group Don’t buy an Apple Watch, get a Samsung Watch
[email protected] twitter.com/brian_wong www.kiip.com
