Mobile Creative - A Critical Component for Mobile Shopper Activation
Thu, May 11, 2017 1:00 PM CDT
While mobile marketing has grown as a tool for shopper marketers, location targeting has been a central topic of conversation. But for marketers seeking to drive successful shopper activation, creative execution – less discussed but equally important -- requires attention to drive optimal program success.
Mobile shopper ads range from simple banners, to powerful interactive units with a broad range of capabilities. Today’s ads can animate, expand or overlay screens, include incentive feeds, connect to loyalty programs, tap into phone’s native functionalities, play video and much more. Rich ads can even change “on-the-fly” based on factors like weather, location, and health indices.
This iSeminar will explore ad creative as an essential component for driving measurable success in mobile shopper campaigns, including:
- A detailed look at today’s mobile ad formats, features and capabilities, and how they can be used to support specific shopper objectives.
- Case studies of campaigns that have used creative effectively to improve results.
- Data to support the connection between rich, shopper-enabled, interactive creative and improved campaign performance against shopper marketing KPI’s.
Director, Digital Marketing & Shopper Conversion
SVP, Managing Director
BIOSRisa Andersen Director, Digital Marketing & Shopper ConversionPepsiCoRisa Andersen leads Digital Shopper Conversion at PepsiCo, where she is responsible for driving digital media strategy, planning, and implementation across the PepsiCo Shopper Marketing team, as well as testing new digital technologies to drive engagement and conversion with shoppers.Risa has been at PepsiCo for 6 years, previously leading Shopper Marketing for the PepsiCo business at Target, and before that in multiple marketing roles in base brand marketing and innovation for Tropicana and Dole.Risa has her MBA from the University of Chicago - Booth School of Business, and her undergraduate business degree from the University of Wisconsin - Madison. She lives in Minneapolis with her husband Paul, and they are expecting their first child in June.Risa CrandallSVP, Managing DirectorCrispRisa came to Crisp Mobile after 20 years in the publishing and digital industry, focusing on the best technologies to connect advertisers with consumers. Risa’s experience in CPG and retail aligns with Crisp’s mobile shopper activation and drive-to-retail focus.Risa shares her industry knowledge with key clients, The Path to Purchase Institute, The Brand Activation Association, and agency partners to educate and inspire clients regarding mobile best practices to deliver sales lift. A recognized P2Pi Woman of Excellence, 40 Under 40, Hotlist, and Innovator of the Year.Prior to Crisp, Risa brought her energy, strategic thinking and understanding of sales and marketing to digital publishers: Time Inc, Conde Nast, Meredith and Scholastic.Risa resides in Larchmont NY with her husband Matthew and their three great kids, Harrison, Ella and Sienna.