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Bia/Kelsey Webinar: Mobile-Local-Reaches-Tipping-Point
 

Bia/Kelsey Webinar: Mobile-Local-Reaches-Tipping-Point

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This slide deck examines the topic of location-based mobile advertising and shares key takeaways from a new BIA/Kelsey report, "From National to Local: Mobile Advertising Zeros In. Joining BIA/Kelsey ...

This slide deck examines the topic of location-based mobile advertising and shares key takeaways from a new BIA/Kelsey report, "From National to Local: Mobile Advertising Zeros In. Joining BIA/Kelsey speakers - Rick Ducey, managing director and Michael Boland, senior analyst - is Monica Ho, vice president of marketing at xAd, who offers perspective from inside the industry on what’s working both locally and nationally.

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    Bia/Kelsey Webinar: Mobile-Local-Reaches-Tipping-Point Bia/Kelsey Webinar: Mobile-Local-Reaches-Tipping-Point Presentation Transcript

    • Mobile Local Reaches a Tipping Point –The ‘Localization’ Opportunity for National Mobile Ad Campaigns January 30, 2013 For Audio: You may listen through your speakers or dial in: Toll: +1 (646) 307-1705 | Access Code: 996-723-292
    • Webinar Overview Webinar Goal • Speaker Introduction  Examine the state of mobile local advertising from both an analysis and industry perspective Agenda Rick Michael  Preview key findings from Ducey Boland Managing Director, our new mobile report BIA/Kelsey Senior Analyst, BIA/Kelsey  Examine mobile’s growth and value generation  Drill down on status of location-based mobile ad adoption  Evaluate what’s working Monica Ho and why VP, Marketing, xAd, Inc. 2 © 2013 BIA/Kelsey. All Rights Reserved.
    • Mobile Local Advertising: New ReportExamines Topic• From National to Local: Mobile Advertising Zeros In • Published on Jan. 22, 2013, report first in a series of reports focused on “Leading in Local” • Examines models for success in mobile local ad targeting • Emphasizes how location targeting is boosting mobile ad performance • Identifies where the opportunity best presents itself • Synthesizes best practices and examines biggest marketplace challenges • Profiles leading mobile ad networks, ad-tech providers, and location data/analytics players • Available for sale. Special offer to webinar attendees Report details: www.biakelsey.com/MobileAdvertisingReport.asp 3 © 2013 BIA/Kelsey. All Rights Reserved.
    • U.S. Mobile Ad Spend $12 $10 $9.92 $8 $8.07US$ Billions $6 $5.97 $4 $4.22 $2 $2.67 $1.62 $0 2011 2012 2013 2014 2015 2016 Note: Numbers are rounded. 4 © 2013 BIA/Kelsey. All Rights Reserved.
    • Smartphones vs. PCs 5 © 2013 BIA/Kelsey. All Rights Reserved.
    • Mobile Time Share vs. Ad Share Source: KPCB, eMarketer, IAB 6 © 2013 BIA/Kelsey. All Rights Reserved.
    • Mobile eCPMs 5x Higher on the Desktop 7 © 2013 BIA/Kelsey. All Rights Reserved.
    • Local Saves the DayConsumer Usage Non-location Targeted Location Targeted• 50% of Google $12 mobile searches are $9.9 local $10 $8.1Advertiser Evolution $8 $5.8• Location is the US$ Billions 58 $4.5 fastest growing form $6.0 % $6 of mobile ad $3.1 $4.2 targeting says $4 Millennial Media $2.7 $2.1 (Brands and SMBs) $1.6 $2 41% 1.20 $3.6 $4.1 $0.7 $2.9 $2.2Premium Ad Rates $1.0 $1.5 $0• A function of higher- 2011 2012 2013 2014 2015 2016 performing localized Note: Numbers are rounded, which affects some of the totals. ads Source: Balihoo 8 © 2013 BIA/Kelsey. All Rights Reserved.
    • Mobile Local Ad Performance Source: Millennial Media 9 © 2013 BIA/Kelsey. All Rights Reserved.
    • Mobile Local Ad Performance, cont’d 10 © 2013 BIA/Kelsey. All Rights Reserved.
    • Localize Across the Board… Including AdCreative 11 © 2013 BIA/Kelsey. All Rights Reserved.
    • Example: Scout/TelenavSituational Targeting:“Get a 7-day freepass…Come run on aTreadmill, Not in the rain” 12 © 2013 BIA/Kelsey. All Rights Reserved.
    • Example: YP• Calls to action integrated into ad units (store locators, etc.)• Closest locations are automatically provided, based on YP’s extensive location database – Great for national advertisers• Campaigns drive and measure whatever actions the advertiser specifies (calls, clicks, directions)• Blockbuster trial saw half of all clicks launch a map, 20 percent clicked a coupon and 22 percent of those shared coupon via Facebook• YP also provides a customized landing page to advertisers so that users are given a consistent and optimized experience. 13 © 2013 BIA/Kelsey. All Rights Reserved.
    • Example: Native Ads 14 © 2013 BIA/Kelsey. All Rights Reserved.
    • What Do We Mean By “LocationTargeting”? 15 © 2013 BIA/Kelsey. All Rights Reserved.
    • Harnessing LocationWithin a single campaign, Verve will vary the execution based on thequality of the location data ACCURACY: METRO LEVEL ACCURACY: BLOCK LEVEL EXECUTION: GEO-AWARE EXECUTION: GEO-FENCE 16 16 © 2013 BIA/Kelsey. All Rights Reserved.
    • xAd: Getting More GranularSTANDARD GEO-FENCE xAd SMARTFENCE™ 17 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location Defines Audience 18 © 2013 BIA/Kelsey. All Rights Reserved.
    • Monica Ho, VP Marketing, xAD At the helm of New York City operations, Monica develops and leads xAd’s marketing functions and oversees the company’s communications to strategically position it in the local-mobile marketplace. Well-regarded in the space, Monica is currently active on the Interactive Advertising Bureau’s (IAB) Local Search Committee and the Mobile Marketing Association’s (MMA) Research Committee. 19 © 2013 BIA/Kelsey. All Rights Reserved.
    • What’s Working• Location “+” Context• Leveraging Location from targeting to creative• Measuring beyond the initial ad click 20 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context There is more to context than just location 21 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context What Can Local Context Tell Us?• General User Demographics • Weather• Type of local interest based on past & • Time Zone present behaviors • Mix of businesses in area etc. 22 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context Targeting = Location(s) 23 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context Targeting = Geo-Fence 24 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context Targeting = Geo-Fence + Local Context 25 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location + Context Results:Increased Ad Reduction inPerformance Ad Waste 26 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location Relevant Ad Copy Top Reason Why Mobile Users Engage With Ads? Source: xAd/Telmetrics Mobile Path to Purchase Study, 2012 27 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location Relevant Ad Copy Great Mobile Creative Standard Banner 28 © 2013 BIA/Kelsey. All Rights Reserved.
    • Location Relevant Ad Copy Even Better Mobile Creative SmartCreative Banner Weather-related message Specific business information displayed for nearest location 29 © 2013 BIA/Kelsey. All Rights Reserved.
    • Going Beyond the Ad ClickTOUCHSCREEN SMART DEVICESINCREASE THE CHANCE OFACCIDENTAL CLICKS/CALLS. – Approx. half of all mobile clicks are accidental* HELLO? HELLO?! Source: xAd/Telmetrics Mobile Path to Purchase Study, 2012 30 30 © 2013 BIA/Kelsey. All Rights Reserved.
    • Top Mobile Secondary Actions Source: xAd Network, 2012 31Source: xAd Campaign Data, Q4 2011 © 2013 BIA/Kelsey. All Rights Reserved.
    • Go Beyond the ClickDon’t fall prey to the “Fat Finger Syndrome” Measure performance results that demonstrate ready-to-transact consumer activity: • Phone calls • Reservations • Map and direction views • Coupon redemption • In-Store Check-in etc. 32 © 2013 BIA/Kelsey. All Rights Reserved.
    • JOIN US AT March 18-20, 2013 Boston, MA Westin Copley PlaceLEADING IN LOCAL: The National Impact will zero in onhow local has evolved as an important channel not only for Attend LEADING IN LOCAL forsmall businesses, but for national players who are targeting actionable insights from todayslocally. The conference will focus on how to leverage local interactive local leaders.and win your share of the $134 billion local media market. VIKRAM SHARMA SESSIONS INCLUDE: CEO, Gannett Digital Marketing Services  The Mobile/Social SuperForum: From National to Local DOM MOREA  Local Services Marketing: Adding SVP, First Data in Social, Mobile and Content  Geolocal: New Targeting, New BRIAN HALLIGAN CEO, HubSpot; Senior Search, New Maps Lecturer, MIT  Media Leaders: Applying The Lessons of Leading in Local DAVID KIDDER Author, The Startup  Local Deals and Sales: The New Playbook Online and Mobile Models Special Code: MOBILELOCAL (Save $200 on registration) 33 www.biakelsey.com/LeadinginLocalBoston Reserved. © 2013 BIA/Kelsey. All Rights
    • About BIA/Kelsey’s Mobile Report• Report Details – Pages: 53 – Figures: 43 – Tables: 8 – Companies Included in Report: 24• Who Should Read This Report? – Senior leaders interested in the opportunity in mobile advertising – Companies building mobile local products and vetting opportunities based Price on mobile user behavior • $1,495 – Anyone focused on the trends and • $1,995 (Report plus a one- hour custom analyst briefing) direction of mobile/local communications and advertising Download executive summary: www.biakelsey.com/MobileAdvertisingReport.asp 34 © 2013 BIA/Kelsey. All Rights Reserved.
    • Questions? 35 © 2013 BIA/Kelsey. All Rights Reserved.
    • Questions and Comments: Michael Boland, Senior Analyst, BIA/Kelsey mboland@biakelsey.com Monica Ho, VP, Marketing - xAd, Inc. monica.ho@xad.com © 2013 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law.BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.