JAMES DAVIES LENOVO & MINI. At scale With results.

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Presentation transcript:

JAMES DAVIES LENOVO & MINI

At scale With results

Personal technology Public technology

Source: Deloitte Mobile Influence 2013

(Predicted) Source: Deloitte Mobile Influence 2013

Consumers using mobiles on shopping trips are both more likely to purchase (convert) and spend more Consumers using their smartphones either before or during shopping trips were more likely to make a purchase And they spend more on average Source: Deloitte Mobile Influence 2013

Used smartphones to shop Frequency of use for category Mobile Influence Factor 2013 Predicted Mobile Influence Factor 2017 Electronic/ Appliance Sports, Toys, Games, Hobbies Furniture/ Home Furnishings Health/Personal Care /Pharmacies Food / Beverage Convenience Store / Petrol Station AVERAGE (WEIGHTED)

Lenovo

How Posterscope used big data from mobile to reinvent out-of-home targeting & turbo charge brand metric shifts

Site/app category 1 Site/app category 2 Site/app category 3 Site/app category 4 Site/app category 5 Site/app category 6

Improved targeting through mobile data TRIPLED THE EFFECT of OOH media in terms of: Ad Awareness Purchase Consideration Online Searches

MINI - background Preference, consideration, purchase intent, recognition irresistibility, excitement, impact Be seen as the most inventive brand in the category to drive sales Macro objective Metrics

Opinions & expectations of DOOH Creates impression of a quality brand Suggest brand is a market leader Index vs national average Ads on DOOH screens : Source : Posterscope OOH Consumer Study

Opinions & expectations of DOOH Brands using this type of ad are more innovative & up to date More likely to remember brands using this type of ad More likely to recommend brands using this type of ad Tend to look out for live updates & info when OOH Index vs national average Real-time / contextual DOOH ads: Source : Posterscope OOH Consumer Study

2,217 real-time creative executions Estimated overall reach and frequency: 15 OTS Consumer generated photos declaring love for MINI

At scale With results For the full mobile, retail & OOH report : PioneeringOOH.com (‘Our Opinions’ james1davies1