Making money out
of mobile
David Sear – CEO, Weve
Making money out of mobile
Data, Messaging, Display, Loyalty and Payments
David Sear
March 2014
Display on
apps and
maps
Times
on iPad
7am
Email
offers
SMS targeting
(location)
8am
Home
Research
on work PC
9am
Commute
Office
Twitter
feed
Buy
food
Lunch
Spotify ad as you listen Facebook
to music on the go
“Like”
Netflix box set PC to complete actual
of House of Cards
purchase at home
6pm
11pm
Zzzzzz
Shop
Commute
Home
Makes dinner
What happens when data moves to mobile
?
?
6
Weve reaches 80% of UK mobile customers
Backed by three major shareholders
22 million
permission based consumers
Weve and the value of
first party data
Demographics
Behaviour
Location
Weather
Handset
Anonymised and powerfully segmented
Messaging as a new
broadcast channel
Awareness
Direct
Response
Drive to
m-site
Drive
Footfall
App
Download
Engagement
Data
Capture
The power of messaging
Targeting at scale
Guaranteed engagement
Effect
57% is the
97.5% of text
messages are read
within the first
5 seconds of
receipt
average recall of
Push campaigns
Weve Analytics:
Affinity
Audience
Action
Awareness
Action
CTR over
94%
14%
incremental
awareness of
offer
Awareness of
The Bear and The Hare
campaign
1,157
customers have changed
to a Windows device
1 in 5
sales came from Push
Display Advertising:
The Weve Mobile Audience Platform
Optimised through
obesus-digiti ™
technology
Access to
scaled verified
audiences
Unique
capabilities of
measurement
across web
and app
Actionable
post
campaign
analytics
In summary, our mobile display
advertising allows you to:
Reach your
actual audience
through unique
first party data
Reduce wasted
ad spend and
drive relevance
Learn how
audiences are
engaging with
brands
Receive
actionable post
campaign
analytics
Weve and Loyalty
There are 8 trillion
air trips unclaimed
4x as many airmiles were earned
as were redeemed and it would take
23 years to clear the backlog
Today’s consumer
53%
are interested in replacing
loyalty cards with mobile apps –
4% have already done so
24%
expect to use their mobile to
check product details and
reviews in store in the next 12
months
17%
expect to pay for items for their
phone in the next 12 month
Source: Mercator Advisory Group, May 2012
Make it simpler for everybody
& unlock the market
Retailer
Loyalty
Retailer
Coupons
Retailer
Gift Card
Acceptance
Trials in Oxford Street and Barbican
Mobile Loyalty – The Benefits
A rich
consumer
experience
providing
contextual data
Mobile
activates
loyalty rather
than just
blindly
collecting
points
Real time
data makes
everything
relevant
Cards always
available
ensuring data
captured and
offers
redeemed
Right offer, at
the right time,
to the right
person
Weve and Payments
Mobile at the centre of the consumer journey
SALE
Campaign created
Communication
delivered
Drive in-store
Interaction
linked to
consumer
Interaction is reported
& measured
Point of Sale
interaction
In-store notification/
interaction
Thank you