MOBILE FIRST, MOBILE BEST CONNECTED MEDIA FRAMEWORK

Wednesday, May 15, 13

THE COLLECTIVE FACTORY

@august_west hello@thecollectivefactory.com

APRIL 22, 2013

TCF
Wednesday, May 15, 13

THESIS

Mobile as Platform

>

Mobile as Channel

TCF
Wednesday, May 15, 13

THE CURRENT PLANNING PROCESS IS ANTIQUATED LIKE THIS MODEL T: IT WORKS... BUT ITS NOT VERY EFFICIENT
4
Wednesday, May 15, 13

TYPICAL PLANNING PROCESS The typical planning process has the consumer in the center. You would then determine which media channels that consumer spends time in. CONSUMER SURROUNDED BY MEDIA CHANNELS Direct Mail In-Store

On-Product

THIS SOUNDS IDEAL RIGHT?

Print Tablet TV Computer OOH Radio Phone Event

5
Wednesday, May 15, 13

TV

TCF

ITS NOT. HERE IS WHY:

This process was developed when media was static. It was developed before everyone had a connected device on them 24 hours a day.

6
Wednesday, May 15, 13

TCF

THE PHONE IS THE USER THE USER IS THE PHONE

LINNKING ALL MEDIA IN REAL TIME

TCF
Wednesday, May 15, 13

KEY DIFFERENTIATORS FOR MOBILE MOBILE WINS ACROSS THE BOARD

TV OOH Radio Print In-Store Tablet
Computer

Event

DR Mail

On-Prod

PHONE

ALL BELOW IN REAL TIME

PERMA CONNECTION

YES -

YES YES YES

YES YES YES

YES YES

PROVIDES LOCATION

TRANSACTIONAL

YES YES

SOCIAL

8
Wednesday, May 15, 13

TCF

BUT WHY WILL A MOBILE LED OMNICHANNEL FRAMEWORK BE BETTER?

9
Wednesday, May 15, 13

TCF

BECAUSE WE ALL INTERACT WITH MEDIA DIFFERENTLY

How media impacts the user changes dramatically depending on the connected device the user has A OOH placement for example can gain contextual relevance if interacted with a connected device
Print

On-Product Direct Mail

In-Store TV

Event OOH

Radio

TCF
Wednesday, May 15, 13

... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATION

desktops

tablets

phones

TCF
Wednesday, May 15, 13

WHAT IS THE ADVANTAGE OF THIS FRAMEWORK?

TCF TO CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFORE YOU...

12
Wednesday, May 15, 13

OMNI-CHANNEL IMPLEMENTATIONS = MORE MONEY = WINNING!

AUDIENCE SIZE CAN INCREASE BY

+135% +20% +19%

TCF

CONSUMER DROP OFF CAN IMPROVE BY

OVERALL CONVERSIONS CAN INCREASE BY

Source: Insight Express Mobility Study (blinded)

Wednesday, May 15, 13

14
Wednesday, May 15, 13

THE BASIC FRAMEWORK FOR SUCCESS TCF

TTCONTEXT: CONTEXT:TIME/SPACE, TIME/SPACE,COGNITIVE, COGNITIVE,AND ANDEMOTIONAL EMOTIONALSTATE STATE++ THE MEDIA, BRAND AND CONSUMER UNIVERSE

USER
ONLINE PRODUCT TV

The Brand Data the brand knows about the user Third party intelligence User personas User: Time/Location Device Type/Cognitive Emotional
PRINT
COGNITIVE

EMAIL
TIME/LOCATION

BRAND
RADIO
EMOTIONAL

EVENT

Media Type
DM OOH IN-STORE

THE CONNECTED DEVICE = THE USER The king pin from which everything pivots: TRANSACTIONAL, SOCIAL, PERMA CONNECTION

TCF
Wednesday, May 15, 13

DECONSTRUCTING THE MODEL - THE USER

What the phone knows: Where the user is. What media they are looking at. The temperature, time of day, etc.
very addressable

How the user processes information (device differences)

very addressable

The current psychological state of user. Based on not only the individual (current, past stress, desires and needs) but how they are effected by location and cognitive abilities
addressable

These three things help to formulate intent. This intent is leveraged by the brand: TRANSACTION, SOCIAL

TCF
Wednesday, May 15, 13

DECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE USER

ONLINE PRODUCT TV

Media Channels

EMAIL
TIME/SPACE COGNITIVE

PRINT

RADIO
EMOTIONAL

EVENT

TIME - LOCATION - EMOTIONAL - COGNITIVE Media Channel impacts: The device you use and the content you consume Media Channel + Place impacts: Cognitive (device type) - Emotion - Content Media Channel + Time impacts: Content Media Channel + Connected Device impacts: Connections to other media channels (Brand) via the connected device.

DM OOH

IN-STORE

IMPLICATION:
Media regardless of channel can no longer be thought of as static

TCF
Wednesday, May 15, 13

DECONSTRUCTING THE MODEL - THE BRAND

THE BRAND - DATA THE BRAND KNOWS Sales Behavioral Lifestyle Attitude Preferences Third party (e.g. research or DSP)

TCF
Wednesday, May 15, 13

THATS IT.
FOR NOW

CONTACT: Gene Keenan gene@thecollectivefactory.com 415-218.7369 http://www.thecollectivefactory.com

Wednesday, May 15, 13