MOBILITY PLANNING

PLAYBOOK

Developed by Sara Norberg & Gregory Kukolj (Global Media Team) in

collaboration with SMG

MOBILITY PLANNING PLAYBOOK OVERVIEW

1. WHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?

2. MAKING MOBILITY PLANNING HAPPEN
3. THE MOBILITY PLANNING CHECKLIST

MOBILITY PLANNING PLAYBOOK OVERVIEW

1. WHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?

2. MAKING MOBILITY PLANNING HAPPEN
3. THE MOBILITY PLANNING CHECKLIST

WHAT IS MOBILITY PLANNING

Enabling Brands to
communicate and engage
with their audience in a
relevant manner through
and with any mobile device.

MOBILE AND TABLET USAGE COMBINED ACCOUNT FOR

50% OF TOTAL SCREEN TIME

In most countries, Smartphones are now

the primary screen, taking up 2.5 hours
of time daily.

Smartphone users check their mobile

device throughout the day on average
150 times per day.

Tablet use is more concentrated to

evenings, with peak usage on this
channel occurring between 6 12 as
people are relaxing at home. Tablet
usage patterns mean it is great for
complimenting TV activity.

MOBILE IS THE FASTEST GROWING MEDIA

CHANNEL
Despite already having huge scale, online mobile is also the fastest growing
media channel in terms of media consumption, with the male 18-44
audience spending 2.8 additional hours on Mobile a week when compared to
the same time last year.
Hrs/wee
k

Change in Media Consumption Hours/Week

(Q2 2013 TO Q2 2014)

+ 2.8 hrs
+ 0.7 hrs

+ 0.7 hrs

0Watching
TV Broadcast
Going Online PC/Tablet/Laptop
Going Online Mobile
Reading Physical Print/Press
Reading Print/Press Playing
Online Gaming Console
- 0.7
hrs Watching TV Online
-2
SOURCE: Global Web Index Q2 2014: 42 countries combined, Males 18-44

MOBILE PLATFORMS OFFER REACH AT SCALE

FACEBOOK
Total Reach
1.35 Bn
Mobile Reach
1.12 Bn

YouTube
Total Reach
1.8 Bn
Mobile Reach
400 M

QQ

renren

Total Reach
820 M
Mobile Reach
600 M

Total Reach
206 M
Mobile Reach
165 M

TWITTER

SKYPE

Total Reach
284 M
Mobile Reach
228 M

Total Reach
300 M
Mobile Reach
TBC

WECHAT

SNAPCHAT

Total Reach
600 M
Mobile Reach
600 M

Total Reach
100 M
Mobile Reach
100 M

MOBILE ENABLES TARGETING AT SCALE BASED

ON AUDIENCE BEHAVIOUR

Mobile devices are highly

personal and used throughout
the full day.

Of the 2,5 hours users spend on

mobile during the day, 66% is
spent seeking entertainment,
Socialising or Shopping.

These activities represent a key

opportunity to connect & engage
with our audience at scale via
personal targeting.

159

avg. minutes
spent
spent with
with
smartphones
daily
daily
115
115 min
min -- Laptop
Laptop
104 min TV
60
60 min
min -- Tablet
Tablet

MOBILE DRIVES SALES: DOS EQUIS & HEINEKEN,

FACEBOOK, HUSA
Impact of Facebook advertising on sales and
return on investment:
Overall results (increase among exposed
shoppers):
Heineken: 2% uplift in sales, ROI $ 3.20
Dos Equis: 2,6% uplift in sales, ROI $ 1,29

Results showed target audience thinks

mobile first and the data showing desktop
had NO impact on sales
Posts that had the product at the forefront
were the most effective in driving sales.
SOURCE: HUSA Facebook/Datalogix study, Q4 2013: Males 21-34

MOBILE DRIVES BRAND EQUITY: HEINEKEN UCL,

TWITTER, HUSA
Impact of promoted tweets via mobile on
Brand Health metrics during a UCL game.
Results (Increase among exposed engagers)
+16pts: Associated Heineken as official
sponsor of UCL
+ 9pts: Heineken is a sociable brand
(high/very high)
+ 9pts: Like to purchase in next 3 months

Exposure alone successfully improved

Champions League sponsorship association.
Engagement further boosted this
association, sociability rating for the
Heineken brand, and intent to buy Heineken.
SOURCE: HUSA Twitter/Nielsen study, Q2 2014: Males 21-34

*point increase between control group and among exposed engagers

that interacted with @Heineken_US on Twitter

MOBILITY PLANNING PLAYBOOK OVERVIEW

1. WHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?

2. MAKING MOBILITY PLANNING HAPPEN
3. THE MOBILITY PLANNING CHECKLIST

MOBILITY PLANNING WITHIN STORYTELLING

1
2
3
4
5

LINE-UP

BRAND ASSETS AND

STRATEGY

IDENTIFY
CONNECTION MOMENTS

CREATE
THE STORYTELLING BRIEF

DEVELOP
THE STORYTELLING PLAN

EXECUTE
THE STORYTELLING PLAN

MOBILITY PLANNING WITHIN STORYTELLING

1
2
3
4
5

LINE-UP
BRAND ASSETS AND
STRATEGY

IDENTIFY
CONNECTION MOMENTS

CREATE
THE STORYTELLING BRIEF

DEVELOP
THE STORYTELLING PLAN

EXECUTE
THE STORYTELLING PLAN

UNDERSTAND YOUR AUDIENCE READINESS

FOR MOBILITY PLANNING
MOBILITY PLANNING IN YOUR
STORYTELLING PLAN
PLANNING

PREPARE YOUR ASSETS FOR MOBILITY

UNDERSTAND YOUR AUDIENCE READINESS

FOR MOBILITY PLANNING
KEY METRICS TO UNDERSTAND YOUR
AUDIENCE

TYPICAL SOURCES

Mobile phone penetration

eMarketer & local databases

Smartphone penetration

eMarketer & local databases

Mcommerce sales

eMarketer, WARC, Euromonitor & local databases

Time spent on mobile per day

eMarketer, WARC, Euromonitor & local databases

Mobile phone gamers

eMarketer, WARC, Euromonitor & local databases

Mobile internet users

eMarketer & local databases

Mobile music listeners

eMarketer & local databases

Mobile social users

Social media platforms, eMarketer & local

databases

MOBILITY PLANNING IN YOUR

STORYTELLING PLAN

PAID

COMMU
NITY
MASS

Ensure that
our Owned
content is
mobile ready
to maximise
exposure

Maximise
Earned
exposure on
mobile by
creating
engaging
content that
travels

OWNED

Build reach
and frequency
with Paid, by
purchasing
cost efficient
and highly
personalized
mobile
inventory
against a
deep
audience
understandin
g

EARNED

1:1

Mobility planning in the Telling Matrix:

PREPARE YOUR ASSETS FOR MOBILITY

PLANNING
MOBILE READY ASSETS
FORMAT
CONSIDERATIONS
MOBILE SITE

A mobile optimized landing page is a must when

driving users from mobile ads.
The landing page must give the audience a good
user experience in terms of the way that they
view, navigate and interact with the brand
content.

VIDEO

Typically short videos work better on mobile

formats as users are browsing quickly through
content.

IMAGE

Viewers scroll through mobile content quickly,

therefore images with impact on mobile screens
are best. These must be designed for the highest
screen resolution, but make sure the file size
does not slow down the users experience.

TEXT

Short form content works best for mobile

inventory, with direct and relevant content for
the user to digest. As a guide we recommend no
more than 35 characters

MAPS/GPS

Map features can be used to drive engagement

on or off trade purchase.

MOBILE READY SITE

MOBILE
READY AD
ASSETS

ASSETS THAT
UTILISE
MOBILE
FEATURES

Motion sensors are useful for monitoring device

movement, such as tilt, shake, rotation, or swing.

MOBILITY PLANNING AS PART OF A STORY TELLING PLAN:

#CHAMPIONTHEMATCH 2015

Champion the Match - the

next chapter of 2014
#ShareTheSofa Real time
action as well as a layer of
retargeting with a message
reminding our audience to
purchase some Heineken
ahead of match night.

MOBILITY PLANNING AS PART OF A STORY TELLING PLAN:

#CHAMPIONTHEMATCH 2015
ACT 1: SPARK
BUILD UP

1:1
COMMU
NITY

TWEETS
REPONDING TO
FANS

BTL MESSAGING
& REAL-TIME
CONTENT OVER
MATCH

LAUNCH TVC
(MOBILITY)

MAS
S

POS

INFLUENCER &
MEDIA PREMATCH Q&A &
GIVEAWAYS

OWNED

EARNED

1) TVC in Paid Mass is amplified on

mobile platforms. TVC is also
hosted on Owned social platforms
that are mobile optimized.
Sharability is maximised to increase
Earned.

PAID

GIVE
AWAYS TO
ENGAGED
FANS

HIGHLIGHTS REEL
FROM THE MATCH
PINNED ON
TWITTER

MEDIA &
INFLUENCER
S SPEAK TO
OUR
LEGEND

ON-GOING
TVC SUPPORT

OWNED

FANS
RETWEET
& SHARE

AMPLIFY
TO UCL
FANS

ON-GOING
TVC SUPPORT

PAID

POST RESULT

FANS SHARE,
RESOND &
CREATE OWN
CONTENT

AMPLIFY ON
SOCIAL &
FOOTBALLING
PORTALS
Focus on desktop

Build awareness of
Game Maker message

ACT 3: ENGAGE

MATCH DAY

CONVERSATIONS
STARTED

MOBILIT
Y

ACT 2: IGNITE

EARNED

2) The real time messaging on

Owned social platforms is
accessible on mobile, maximizing
Earned. This is amplified through
Paid Mass that includes mobile
social.

PAID

MEDIA
COVERAGE OF
HIGHLIGHTS

OWNED

EARNED

3) Interactive video in Owned

community driving deeper
engagement. Mobile Paid
retargeting will drive users to store
to Earn sales.

MOBILITY PLANNING WITHIN STORYTELLING

1
2
3
4
5

LINE-UP
BRAND ASSETS AND
STRATEGY

IDENTIFY
CONNECTION MOMENTS

CREATE
THE STORYTELLING BRIEF

DEVELOP
THE STORYTELLING PLAN

EXECUTE
THE STORYTELLING PLAN

CONTENT CHARACTERISTICS TRIGGERING

AUDIENCE PARTICIPATION
TARGET YOUR AUDIENCE
MOBILE FORMATS
KEY MOBILITY PARTNERS
ALLOCATING THE BUDGET SPLIT EFFECTIVELY
OPTIMISE AND REVIEW YOUR PLAN

CONTENT CHARACTERISTICS TRIGGERING AUDIENCE

PARTICIPATION

INTUITIVE

Encourage
participation
through simple and
clear actions.

COLLABORATIVE
Triggering the desire
of consumers to be
part of a bigger
whole.

REWARDING

A clearly understood
whats in it for me
for the consumer.

CONTENT CHARACTERISTICS TRIGGERING AUDIENCE

PARTICIPATION
INTUITIVE
Samsung - Global
A simple ad unit that detects
what device a user is using and
takes them to a site that
compares the specs of the device
to the Galaxy note.
Users did not need to fill in
additional information about their
device to make the comparison.

INTUITIVE
INTUITIVE

COLLABORAT
COLLABORAT
IVE
IVE

REWARDIN
G

CONTENT CHARACTERISTICS TRIGGERING AUDIENCE

PARTICIPATION

Tetley Tea UK
A mobile ad unit that linked into
users camera & photo gallery
function on their device and
allowed them to put their face
onto the brand popular
characters

..

COLLABORATIVE

INTUITIVE

COLLABORAT
COLLABORAT
IVE
IVE

REWARDIN
G

CONTENT CHARACTERISTICS TRIGGERING AUDIENCE

PARTICIPATION
1. User
completes
action within
app

REWARDING
Adidas - Europe
Mobile ad formats that
detect when a mobile
user has completed an
action within an app
and from there can
target them with a
relevant opportunity for
reward

INTUITIVE
INTUITIVE

2. Ad unit
with
opportunity
for reward is
shown

COLLABORAT
COLLABORAT
IVE
IVE

REWARDING
REWARDING

TARGET YOUR AUDIENCE

Available targeting opportunities:
DEMOGRAP
HIC
TARGETING

VERTICALS

DEVICE / OS
/ CARRIER

GEOTARGETING

BEHAVIOUR
AL
TARGETING

TIME & DAY

TARGETING

DYNAMIC
TARGETING

APP
DETECTION

TARGET YOUR AUDIENCE

DEMOGRAPHIC
TARGETING

Using multiple data sources

from partners such as InMobi
we can reach out to our core
target audience on their
mobile devices.
E.g. Age Gender, Income etc.

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

VERTICALS
Target users based on the
mobile content they are looking
at and serve them a related
message.
E.g. Serve an ad with a music
messaging to a user who has
been searching for music
content

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

DEVICE / OS /
CARRIER

Targeting based on the

composition of a users mobile
phone / data
E.g. driving iPhone users to
download an apple optimised
app

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

GEO-TARGETING
Target users around
certain key defined areas.
Accuracy can be added
into this using beacon
technology.
E.g. Postcode, city level,
proximity to bars & shops

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

BEHAVIOURAL
TARGETING

Identify key mobile behaviour

and interests based on previous
web activity.
E.g. Serve ads to users who
have been identified as having
an interest in similar content

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

TIME & DAY

TARGETING

Identify key mobile usage

times and serve a message
relevant to that time
E.g. Serving a message about
going out on a Friday evening

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

DYNAMIC
TARGETING

Deliver a specific message to a

mobile device to increase the
relevancy of the creative for the
user such as Weather, time of day
or on a particular day of the year
E.g. Enjoy a chilled Bulmers
when over 24C

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

TARGET YOUR AUDIENCE

APP DETECTION
Identify whether a user already
has a particular app installed
on their mobile device and
target them accordingly
E.g. a Twitter ad that drives
users to the Twitter app

DEMOGRA
PHIC
PHIC
TARGETING

VERTICALS

DEVICE /
OS
OS //
CARRIER

GEOTARGETING
TARGETING

BEHAVIOU
BEHAVIOU
RAL
RAL
TARGETING
TARGETING

TIME
TIME &
&
DAY
DAY
TARGETING
TARGETING

DYNAMIC
DYNAMIC
TARGETING
TARGETING

APP
APP
DETECTION
DETECTION

MOBILE FORMATS
Available mobile formats :
DISPLAY

NATIVE
UNITS

TEXT/
CARRIER
DATA

VIDEO

COUPONS

BESPOKE
PARTNERSHIP
S

MOBILE FORMATS
DISPLAY
Standard online
formats online
with a creative
message
embedded
within the online
content on
screen.
The format
comes with a
number of
different
targeting
options, and is
best used for
reaching a mass
audience.

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

MOBILE FORMATS
NATIVE UNITS
Ad messages that
sit within the
stream of content
that users
consume, usually
less intrusive and
has higher
engagement
rates.
Used for
broadcast of
campaign
messaging to
drive users to
relevant branded
content

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

MOBILE FORMATS
TEXT/CARRIER DATA
Providers can use first party opt-in data to target
relevant users with an SMS/MMS message.
Used for reaching a mass population that does not
have high smartphone penetration, or to geofence
a particular region.

1. SMS to
consume
r

2. Consumer is
taken to the Rich
Media Creative
via SMS url

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

MOBILE FORMATS
VIDEO
Video content on smartphone devices to provide
further incremental reach to video assets.
Used to create a great extension to TV and online
video campaigns extending the reach of the overall
activity.

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

MOBILE FORMATS
COUPONS
Virtual coupon
served to users
that can be
traded in real life
for a discount on
goods & products
or for entry to an
event.
Great activation
for driving users
to trial

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

MOBILE FORMATS
BESPOKE
PARTNERSHIPS
Work with publishers
directly to create a
unique user
experience. This can
come in the form of
advertorials,
infographics, games,
editorial, video.
Varies by partner
but best used when
the publisher
platform has a good
strategic fit with the
brand or campaign
objectives.

Samsung Galaxy Note advertised

within Angry Birds game

DISPLAY
DISPLAY

NATIVE
NATIVE
UNITS
UNITS

TEXT/
TEXT/
CARRIER
CARRIER
DATA
DATA

VIDEO
VIDEO

COUPONS
COUPONS

BESPOKE
BESPOKE
PARTNERSHI
PARTNERSHI
PS
PS

KEY MOBILITY PARTNERS

PUBLISHERS

SOCIAL
PLATFORMS

NETWORKS

PREMIUM
NETWORKS

DEMAND SIDE
PLATFORMS
(DSPS)

TECHNOLOGY
PLATFORMS

KEY MOBILITY PARTNERS

PUBLISHERS
e.g. Yahoo, AOL

Site-specific buys. Less prevalent in

mobile due to the network / DSP model,
but some publishers offer direct buys.
Typically can create more custom
experiences tailored specifically to the
audience.

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND
DEMAND SIDE
SIDE
PLATFORMS
PLATFORMS
(DSPS)
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

KEY MOBILITY PARTNERS

SOCIAL PLATFORMS
e.g. Facebook, Twitter, QQ

With more and more social media

becoming consumed on mobile
platforms these media partners are now
key to the mobile landscape.

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND SIDE
PLATFORMS
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

KEY MOBILITY PARTNERS

NETWORKS
e.g. Blis, Millenial,Opera, inmobi

Collection of sites signed up to sell their

inventory mainly through non-exclusive
deals. Scale and reach over a managed
solution typically layering on multiple
technology and data partners to
supplement standard data

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND
DEMAND SIDE
SIDE
PLATFORMS
PLATFORMS
(DSPS)
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

KEY MOBILITY PARTNERS

PREMIUM NETWORKS
e.g. imagine, 4thScreen, InSkin

Collection of sites signed up to sell their

inventory mainly through exclusive
deals. Typically more bespoke
partnerships can be achieved with
publishers as relationships via the
network are managed on a more
personal basis

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND SIDE
PLATFORMS
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

KEY MOBILITY PARTNERS

DEMAND SIDE
PLATFORMS (DSPS)
e.g. Turn, byyd, AdBrain

Biddable and efficient scale obtained

through the use of the DSPs; obtaining
their inventory via exchanges (inventory
pools where publishers sell remnant
inventory). Managed & self-serve
solutions are available.

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND
DEMAND SIDE
SIDE
PLATFORMS
PLATFORMS
(DSPS)
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

KEY MOBILITY PARTNERS

TECHNOLOGY
PLATFORMS
e.g. Blippar, Shazam, Aurasma
Do not necessarily offer direct media
opportunities, but do provide solutions
or platforms to enhance existing tech
stacks, or create new spaces over which
to layer smart media solutions

PUBLISHERS
PUBLISHERS

SOCIAL
SOCIAL
PLATFORMS

NETWORKS
NETWORKS

PREMIUM
PREMIUM
NETWORKS
NETWORKS

DEMAND
DEMAND SIDE
SIDE
PLATFORMS
PLATFORMS
(DSPS)
(DSPS)

TECHNOLOGY
TECHNOLOGY
PLATFORMS
PLATFORMS

ALLOCATING THE BUDGET SPLIT EFFECTIVELY

SMG Mobility planning tools help to establish the
right media pressure and budget split across screens.
MULTICHANNEL AUDIENCE
DYNAMICS* (M.A.D.)
Audience planning tool for calculating
optimum formats to reach a given
audience across all media.
Recommends reach based budget
splits across any mix of media (incl.
non-traditional media) and calculates
the multi media reach.

TAARDIS*
Audience planning tool used for
calculating the optimum formats to
reach a given audience across AV
channels (for mobile video). Optimises
reach based on multi-channel AV
platforms to drive the most efficient
reach for a given budget. As per the
ISP Planning Playbook.

*Taardis and MAD available in most markets, please speak to your local SMG team regarding availability & local
media pressure planning tools

OPTIMISE AND REVIEW YOUR PLAN

REACH

FREQUENCY

GROSS
CLICKS

UNIQUE
CLICKS

CREATIVE
WEAROUT

DWELL TIME

DEVICE
REPORTING

GEO
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

REACH
The percentage of our audience who
have been exposed to the brand
communication via mobile.

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

FREQUENCY
The average number of times our
reached audience are exposed to the
brand communication via mobile.

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

GROSS CLICKS
The total number of clicks on our
communications. If a user clicks twice
they are counted twice

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

UNIQUE CLICKS
The total number of users who click
on our communications (via one
specific tracking). If a user clicks
twice they are only counted once

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

CREATIVE WEAROUT
When the engagement / response
rate of a piece of content or mobile
ad execution has dropped
significantly v.s. initial rates,
indicating that it is worn out and not
as effective anymore, and should be
replaced with fresh content/copy/ad.

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

DWELL TIME
The average amount of time that
users spent with our content , for
example how long a user spends
viewing a piece of mobile content.

REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

OPTIMISE AND REVIEW YOUR PLAN

DEVICE REPORTING
REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

A report showing the number of

impressions split out by device

OPTIMISE AND REVIEW YOUR PLAN

GEO REPORTING
REACH
REACH

FREQUENCY
FREQUENCY

GROSS
GROSS
CLICKS
CLICKS

UNIQUE
UNIQUE
CLICKS
CLICKS

CREATIVE
CREATIVE
WEAROUT
WEAROUT

DWELL
DWELL TIME
TIME

DEVICE
DEVICE
REPORTING
REPORTING

GEO
GEO
REPORTING
REPORTING

A report showing the number of

impressions split out by location

MOBILITY PLANNING PLAYBOOK OVERVIEW

1. WHAT IS MOBILITY PLANNING AND WHY IS IT IMPORTANT?

2. MAKING MOBILITY PLANNING HAPPEN
3. THE MOBILITY PLANNING CHECKLIST

CHECKLIST FOR MAKING MOBILITY PLANNING HAPPEN

1
4

DEVELOP

UNDERSTAND YOUR AUDIENCE READINESS FOR MOBILE

Review key video mobility metrics to understand your audience viewing behaviour.

MOBILITY IN YOUR STORYTELLING PLAN

Mobility amplifies Paid media support in Mass, Community and 1:1.

Mobile assets can also be used in Owned channels for additional reach.
Many mobile formats also allow for easy sharing in social media, creating incremental Earned.

PREPARE YOUR MOBILITY ASSETS

Ensure your destination is mobile optimised and check that all of the functionality of the device is
being used.

EXECUTE

TARGET YOUR AUDIENCE

Available targeting methods include Demographic, Verticals, Device & Operating system, Geotargeting, Behavioural, Time & Day, Dynamic and App-Detection.

MOBILE FORMATS

Available formats include Display, Native Units, Text & Carrier Data, Video, Coupons & Bespoke
Partnerships.

KEY MOBILITY PARTNERS

Key video partners include Publishers, Social Platforms, Premium Networks, Demand Side Platforms,
Networks and Technology Platforms

ALLOCATING THE BUDGET SPLIT EFFECTIVELY

Available SMV tools to establish the right media pressure and budget split are M.A.D. and Taardis.

OPTIMISE AND REVIEW YOUR PLAN

Key metrics for optimising and evaluation are: Reach, Frequency, Impression Lifecycle, Unique Clicks,
Gross Clicks, Device and geo report & dwell time

KEY WATCH OUTS

1. Avoid new shiny object syndrome: Mobility Planning should
always be rooted into a clear understanding of your
audience
2. Do not consider Mobile in isolation - Mobile-only wont
move the needle: Mobility Planning should be considered
as part of an integrated StoryTelling plan across relevant
screens and devices.
3. Do not forget about Mobile when evaluating: Build on what
works, learn and reapply.

APPENDIX
Sources for detailed mobile ad format specs they are constantly
evolving and releasing new formats on the major platforms:
Facebook Mobile Specs
https://www.facebook.com/help/103816146375741
Twitter Mobile Specs
https://dev.twitter.com/cards/types
Google (YouTube) Mobile Specs
https://support.google.com/displayspecs/answer/187096?hl=en
IAB Mobile specs
http://www.iab.net/guidelines/508676/508767/mobileguidelines