Your SlideShare is downloading. ×
0
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Boland ifa presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Boland ifa presentation

390

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
390
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Usage ramp is a good thing, and gap between supply and demand sides of the equation is also a good thing in indicating where growth is going to happen, as driven by the natural forces of equilibrium.But there is also a negative side to this, in that the oversupply of ad inventory caused by this gap, is causing mobile ad rates to be undervalued. That’s good for advertisers that want to jump in and experiment with it at early stages, but it’s bad for publishers and media companies, and app developers trying to monetize mobile.
  • We’re seeing that play out in mary meeker data
  • Takeaway here is that it indicates immediacy, which means that you can reach users when theyr’e at a key decision point because a purchase is imminent.
  • Because all these actions are location oriented – calls, directions, etc. – we see the development of location based content strategies as very important.
  • Takeaway: when you include localized content, you can achieve these results.
  • Product Ad Extensions Enable you to Feature Product and Inventory Information Directly in your Mobile AdCase study: Roy’s Restaurants, 40 percent increase in call volume, 6x increase in CTR, with 2/3 CPC.
  • These can provide a clearer ROI to advertisers and could in the future represent CPA pricing models. But for now, Kurtz maintains that advertisers' comfort levels lie more with CPC and CPM pricing. Secondary actions are more to show that campaigns are working.
  • Research shows that mobile-optimised websites help boost  user engagement on your site, and for eCommerce clients, your customers are 51% more likely to purchase. You also want to invest in a mobile site for retention purposes - 40% of users surveyed say that they will visit a competitor’s site instead if they have poor mobile experiences.
  • Not just a website or an app, but presence within the places where people are searching in the fragmented app marketplace.
  • Mobile first way of thinking.
  • For a long time they’ve monetized brands through sponsored badges and promotions like that, but this is the first attempt to monetize location based interactions on Foursquare.
  • Transcript

    • 1. Mobile and Local Advertising ForFranchises:The “How” and “Why”Mike BolandSr. AnalystBIA/Kelsey
    • 2. 2© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 3. 3© 2013 BIA/Kelsey. All Rights Reserved.Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010Apple iPad1mobile searcheshave grown5x in thepast 2 years• 20% of search is mobile• 50% of mobile search islocal– compares to 20% ondesktopMobile & Local: Where are We Now?
    • 4. 4© 2013 BIA/Kelsey. All Rights Reserved.Mobile Time Share vs. Ad ShareSource: KPCB, eMarketer, IAB
    • 5. 5© 2013 BIA/Kelsey. All Rights Reserved.Mobile Advertising is Currently a Steal!
    • 6. 6© 2013 BIA/Kelsey. All Rights Reserved.Consumers Engage Across Screens6Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Doesnot indicate absolute or relative traffic volumes.12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PMHourly Distribution of Searches by Device TypeTablet Mobile DesktopDay EveningMorningNight
    • 7. 7© 2013 BIA/Kelsey. All Rights Reserved.Mobile is Driving Tangible Conversions
    • 8. 8© 2013 BIA/Kelsey. All Rights Reserved.… And Quickly
    • 9. 9© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 10. 10© 2013 BIA/Kelsey. All Rights Reserved.Local vs. National Ad Spend in Mobile$2.03$3.11$4.78$5.80$6.90$7.71$1.22$2.28$3.90$5.72$7.20$9.09$0.0$2.0$4.0$6.0$8.0$10.0$12.0$14.0$16.0$18.02012 2013 2014 2015 2016 2017Non-location Targeted Location TargetedUS$BillionsNote: Numbers are rounded.$3.25$5.39$8.67$11.53$14.09$16.7938%54%
    • 11. 11© 2013 BIA/Kelsey. All Rights Reserved.Mobile Local Ad PerformanceSource: Millennial Media
    • 12. 12© 2013 BIA/Kelsey. All Rights Reserved.Mobile Ad PerformanceLocalized mobile content and ads see higher engagement…before and after the click
    • 13. 13© 2013 BIA/Kelsey. All Rights Reserved.Driving Conversions at the Store Level13Calls ProductawarenessStore trafficClick-to-call Product Local Ads Location Extensions• Content should contain actionable information to align with mobile user intent
    • 14. 14© 2013 BIA/Kelsey. All Rights Reserved.The Online-to-Offline FactorMost U.S. Retail is Offline, but a Growing Portion is Influenced Online andin Mobile
    • 15. 15© 2013 BIA/Kelsey. All Rights Reserved.The Online-to-Offline Trend Catching On...Source: Millennial MediaAdvertisers are adjusting to mobile usage realities by including localized calls toactions in mobile ads and websites
    • 16. 16© 2013 BIA/Kelsey. All Rights Reserved.Example: Blockbuster• Calls to action integrated into ad units(store locators, click-to-call, etc.)• Closest locations are automaticallyprovided, – Great for nationaladvertisers and franchises.• Campaigns drive and measurewhatever actions the advertiserspecifies (calls, clicks, directions)• Blockbuster trial saw half of all clickslaunch a map, 20 percent clicked acoupon and 22 percent of those sharedcoupon via Facebook• YP also provides a customized landingpage so that users are given aconsistent and optimized experience.
    • 17. 17© 2013 BIA/Kelsey. All Rights Reserved.Example: Radio Shack
    • 18. 18© 2013 BIA/Kelsey. All Rights Reserved.Example: Adidas• Mobile ad campaign designed tosend shoppers into physical storesvia Google Local Extensions• Previously only focused onmCommerce transactions• New metrics based on in-storeconversions revealed dramaticdifference in ROI• Play Video
    • 19. 19© 2013 BIA/Kelsey. All Rights Reserved.Localize Across the Board… Including AdCreative
    • 20. 20© 2013 BIA/Kelsey. All Rights Reserved.Example: Scout/TelenavSituational Targeting:―Get a 7-day freepass…Come run on aTreadmill, Not in the rain‖
    • 21. 21© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 22. 22© 2013 BIA/Kelsey. All Rights Reserved.Optimized Mobile Presence is VitalSource: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 201151% more likely to purchase from retailers85% increased engagement40% would visit a competitor’s siteinstead because of a disappointingmobile experienceTo boost performance:To keep customers:
    • 23. 23© 2013 BIA/Kelsey. All Rights Reserved.Example: YelpFun Fact: 28% ofYelp’s users accessthe service viamobile, but 46 % ofits searches arefrom mobile.
    • 24. 24© 2013 BIA/Kelsey. All Rights Reserved.What Does Yelp Offer?Free• Customize and updatepage• Respond to consumerreviews (publicly orprivately)• View business trendsand performance• Revenue EstimatorToolPaid• Sponsored search andads on other pages• No ads on your ownpage• Video clip and/or slideshow
    • 25. 25© 2013 BIA/Kelsey. All Rights Reserved.BCG Study: Yelp Advertiser ROI• Boston Consulting Group March Study– SMBs with free Yelp listing saw average revenue boost of $8K.– Those with Enhanced Listings saw average revenue boost of$23K• Compares with average Yelp spend of $4.2K• Category breakdown– Home — $54,000– Automotive — $39,000– Local services — $36,000– Hotel and travel — $36,000– Shopping — $24,000– Health & Medical — $20,000
    • 26. 26© 2013 BIA/Kelsey. All Rights Reserved.Example: 24 Hour Fitness• Due to importance of reputation and word of mouth, 24 Hourdedicated resources to Yelp as a local marketing tool.• Claimed many locations on Yelp and paid for ―Enhanced Listings‖• Ads throughout Yelp desktop and mobile apps had 30% CTR• Profile pages generated 100,000 page views on average, 10Ktotal reviews and a 7% conversion rate.• After seeing ROI, 24 Hour cancelled other local advertising.• Mobile accounted for 30% of traffic
    • 27. 27© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 28. 28© 2013 BIA/Kelsey. All Rights Reserved.Native Advertising: The Next Wave inMobile
    • 29. 29© 2013 BIA/Kelsey. All Rights Reserved.Example: Foursquare• ―Promoted Updates‖and ―PromotedSpecials.‖• Served throughExplore Tab• Geo-targeted andbehaviorally targeted• CPA priced• 20 Launch partners:Gap, BestBuy, Hilton, Walgreens…
    • 30. 30© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 31. 31© 2013 BIA/Kelsey. All Rights Reserved.Franchise Development• Many of the tools mentioned so far (and others) can beused for scouting locations and franchisees• Most franchisees start out as brand users and brandadvocates• Data can reveal where they are, and the successful adtargeting methods to reach them• Location isn’t just about location: it’s about audienceprofiling
    • 32. 32© 2013 BIA/Kelsey. All Rights Reserved.Targeting Locations and Franchiseeswith Behavioral & Location Data
    • 33. 33© 2013 BIA/Kelsey. All Rights Reserved.Location Tracking For FranchiseDevelopment
    • 34. 34© 2013 BIA/Kelsey. All Rights Reserved.Our Agenda• Mobile By the Numbers• Local, Local, Local: Ad Targeting• Mobile Presence: Half the Battle• Mobile & Social: Going Native• Franchise Development• Franchise SoLoMo Report Card
    • 35. 35© 2013 BIA/Kelsey. All Rights Reserved.Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant. Most questions are asked to the full sample of approximately 300 in each Wave.However, where the sample size less than 300, that question has been asked of a subset of the full sample.Franchisees More Aggressive Spenders54.9%3.3%38.5%3.3%0%10%20%30%40%50%60%Increase Decrease Maintain Not sureFranchise businesses intend to increase ad spend by 51.6% over the previousyear, which is higher than average among businesses in our survey.
    • 36. 36© 2013 BIA/Kelsey. All Rights Reserved.Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant. Most questions are asked to the full sample of approximately 300 in each Wave.However, where the sample size less than 300, that question has been asked of a subset of the full sample.Franchisees Digital/Online Media Percent ofOverall Ad Budget32.4%34.3%0%10%20%30%40%Last 12 Months Next 12 Months
    • 37. 37© 2013 BIA/Kelsey. All Rights Reserved.Franchisee Digital PresenceFranchisees spend 66% more for their online presence thanthe average SMB in our survey. Higher use of paid search and listings Online properties are variegated and robust They prefer DIFM over DIY when it comes to the upkeep andmanagement of their digital presence More than 80% pay outsiders to update their properties Franchisees who use videos (including YouTube) hire aprofessional and prefer custom over standard stock video. Use of product content to build awareness and SEO isaggressive: more than just on page optimization. Building SEO is done through a mix of sources:Listings, blogs, like buttons, reviews and tweets are ranked asthe top activities.$41,376$0$10,000$20,000$30,000$40,000$50,000AnnualSpendCurrent properties:57% Website54% Facebook Page53% Google Plus Page49% Landing PageFuture properties:31% Landing Pages31% Other Social Sites30% Facebook30% LinkedInDigital Budget
    • 38. 38© 2013 BIA/Kelsey. All Rights Reserved.Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant. Most questions are asked to the full sample of approximately 300 in each Wave.However, where the sample size less than 300, that question has been asked of a subset of the full sample.65%43%39%32%30% 30%28% 26% 26%22% 22%20% 19% 18% 18% 17% 15%0%20%40%60%80%S11- Advertising Media Used for Advertising/Promotion s Sample Size = 91Digital Media Used By FranchiseesDigital adoption, especially emerging products like social and mobile, is higher thanthe average SMB in our survey. And there’s still plenty of room for growth.
    • 39. 39© 2013 BIA/Kelsey. All Rights Reserved.Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant. Most questions are asked to the full sample of approximately 300 in each Wave.However, where the sample size less than 300, that question has been asked of a subset of the full sample.14.3%23.1%25.3%24.2%18.7%26.4%31.9%28.6%60.4%58.2%53.8%48.4%45.1%40.7%40.7%37.4%0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Replies to Unfavorable CommentsLike Button (or Similar)Email MarketingClaim Listing on Manta or Merchant CircleTweetsPay per CallTries to Change Unfavorable CommentsBlogsDont have, likely to add next 12 months Currently haveFranchisee Online Marketing Activities
    • 40. 40© 2013 BIA/Kelsey. All Rights Reserved.Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not bestatistically significant. Most questions are asked to the full sample of approximately 300 in each Wave.However, where the sample size less than 300, that question has been asked of a subset of the full sample.78.0%11.0%9.9%1.1%0% 20% 40% 60% 80% 100%YesNo, likely next 12 monthsNo, and not likely add next 12monthsNot sureFranchisee Monitoring Customer Comments78% report they monitor online customer comments. Just over one-half ofthese reporting they use a monitoring service that’s part of a largerbundle of paid online services.
    • 41. 41© 2013 BIA/Kelsey. All Rights Reserved.Havent heard ofit12%Heard of it; Dont knowmuch16%Learned about it; Dontuse16%Currently Using55%Tried and Stopped1%Franchises are using mobile marketing butthere’s lots of room for growth.Source: BIA/KelseyFigure 1. FranchiseUse of MobileMarketing
    • 42. 42© 2013 BIA/Kelsey. All Rights Reserved.42.9%35.7%21.4%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Dont use but likely to in next 12 monthsDont use, and not likely to in next 12 monthsNot sureFigure 2. Franchiseintended use ofmobile marketingFranchise use of mobile marketing will pick up:Now is the timeSource: BIA/Kelsey
    • 43. 43© 2013 BIA/Kelsey. All Rights Reserved.What’s Next: The Post-PC Era (not justcell phones)
    • 44. Questions and Comments:Michael Boland, Senior Analyst, BIA/Kelseymboland@biakelsey.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. Anyunauthorized 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 orconsequential damages that may result from the use or interpretation of this information.

    ×