An Inverted Approach to Mobile April by Rob Booth, Digital Director, Mediacom Montreal

2 COMMON APPROACH IN 2014 ‘Let’s do some mobile’ Why? Everyone’s on their phone and tablets are really taking off

3 COMMON APPROACH IN 2014 OK - Let’s allocate 5 – 10% of media mix $ to mobile because we’re not convinced it works Creative agency has been briefed on some standard mobile banners, that will be same/similar to our web banners

4 COMMON APPROACH IN weeks later Was our mobile campaign successful ? Media Agency: yes, we delivered impressions as planned Client : I was disappointed. I didn’t get as many call centre sales as I wanted. I thought mobile would work better than that

5 ‘ Your business objectives this year, Mr. / Mrs. Client ? To increase call centre sales by Perfect – Our insight team shall look at media habits, device usage, best time of day to reach them & recommend $ allocation, touch points, success measures and reporting schedule AN ‘INVERTED’ APPROACH

6 OK – Sounds great We have identified some great media touch points including mobile, we would like to develop with the creative agency. We’ll get together with them and present to you AN ‘INVERTED’ APPROACH Appreciate the collaboration, guys

7 AN ‘INVERTED’ APPROACH 6 weeks later Client: Looks like our mobile campaign was successful ? Agency: Yes, we increased call centre sales by We have some great learnings too, that we can share with everyone Client : Fantastic. Great job guys. Cant wait to hear the learnings

KEY ADVANTAGES By starting mobile process with business objectives and success measures : Alignment : Business objectives + creative + media + CLIENT EXPECTATIONS Success measures : Pre established upfront = no nasty surprises Mobile $ allocation : Base on insight/fact + achieving business objectives Less siloed approach : Better integration Creative execution : Aligned with business objectives Customized creative : Create greater relevance Better Collaboration : Between Media and Creative agencies 8

9 Merci