Scott Jones, ChaCha - Think LA Mobile Breakfast

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A 2011 state of the union address on where mobile has been and where it is going as far as the advertising and marketing worlds are concerned from one of mobile's founding fathers, Scott A. Jones.

A 2011 state of the union address on where mobile has been and where it is going as far as the advertising and marketing worlds are concerned from one of mobile's founding fathers, Scott A. Jones.

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  • 1. thinkLA Mobile Breakfast
    Thursday, June 16, 2011
  • 2. Event & Keynote Introduction
    thinkLAMobile Breakfast
    Master of Ceremonies
    Paul Santello
    SVP, Brand Sales & Marketing
    Evolve Media
  • 3. Co-Founder, Chairman, CTO
    • Creator of #1 voicemail technology worldwide
    • 4. Sold to Comverse for $843 million
    Co-Founder, Chairman, CEO
    • Creator of world’s largest music database
    • 5. Sold to Sony for $260 million
    Founder, Chairman, CEO
    • Definitive source of real-time answers
    • 6. Provided over a billion answers so far
    • 7. Fastest-growing Q&A company
    Keynote Presentation: Scott A. Jones
  • 8. Scott Jones: Pioneering Technologies at Work & at Home
    MTV Cribs Awards: A Decade of Cribs - January 2010
    WINNER: Crib of the Decade
    WINNER: Best Home Theater
    Visit http://on.mtv.com/JonesCrib
    to see Scott’ crib!
    MTV Cribs Awards Available on iTunes
  • 9. thinkLA Mobile Breakfast
    Keynote Presentation
    Scott A. Jones
    Thursday, June 16, 2011
  • 10. Q: What is ChaCha anyway?
  • 11. #1 Real-time Answers
    25 Million
    Monthly unique users
    3+ Million
    Answers provided to users every day
    1+ Billion
    Questions ChaCha’s answered
  • 12. About ChaCha’s Mobile Answers
    View this video here: http://bit.ly/ChaChaMobile
  • 13. ChaCha Answers on Mobile
    Mobile App
    Mobile Web
    Mobile Messaging
    What was the final score of the NBA Championship game?
    Win a working with…
    Dallas Mavs 105, Miami Heat 95 on 6/12. ChaCha on.
    9
  • 14. Some of Our Brand Partners
    “ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive, cross-platform experience.”
    Cameron Death, Sr. VP & GM
    NBC Universal Digital Studios
    10
  • 15. Q: Does advertising on mobile phones matter?
  • 16. 280
    Mobile Subscribers
    Satellite TV Subscribers
    20
    Cable TV Subscribers
    65
    TV Households
    125
    Internet Access
    221
    In Millions
    Source: Lifestyle Wireless, 2011
    Mobile is #1 in Audience and Reach
  • 17. Internet users in millions
    Mobile Web will surpass ‘tethered’ usage within 3 years
    Source: Morgan Stanley, April 2010, Global Projection
    Mobile vs. Desktop Internet User Projection
  • 18. Desktop versus Mobile: Different Animals
    Solitary
    Fixed location
    30 minutes
    Sift through results
    Focused on desktop
    Often Research-oriented
    Social
    On the go
    30 seconds
    Need an answer
    Multi-tasking
    Timely, contextual, personal topics
  • 19. Mobile Users Express Immediate Intent
    Vs.
    Understanding Mobile Information Needs – October 2010 – Church et. Al.
  • 20. Mobile Search Users Are Impatient
    80% report frustration with mobile web due to speed, too many clicks, and too much irrelevant content.
    -Qualcomm - 2010
    80% Shorter
    Search Session
    &
    80% Lower CTR
    15 +
    mins
    < 3
    mins
    Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.
  • 21. Smartphone Users Multitask
  • 22. I see search moving away from statelessness to something more resembling a conversation.
    - Peter Norvig
    Google Director of Research
    Mobile is Conversational & Personal
  • 23. Desktop Experience Does NOT Transfer to Mobile
    How do over 40,000 results look on a mobile phone?
  • 24. Answers vs. Results - Which Would YOU prefer?
    Answers
    Results
    How many licks does it take to get to the center of a tootsie pop?
    Engineering students from Purdue University reported that their licking machine, modeled after a human tongue, took 364 licks.
    Source: Tootsie.com
    vs
  • 25. Share of Web Traffic Coming from Mobile Devices
    Entire Web
    Global StatCounter, comScoreqSearch, Google Analytics Mobile – May 2010 - May 2011
  • 26. Web and Mobile are Complementary
    Google Inside Search, May 2011
  • 27. Mobile & Desktop Inversely Related Throughout Day
    Google Inside Search, May 2011
  • 28. Smartphone vs. Feature Phone Usage
    comScoreMobiLens – March 2011
  • 29. 65%
    37% of US mobile subscribers have smartphones now
    Nielsen MarketSight – Q2 2011
    Smartphone Penetration Accelerating
  • 30. Feature
    Phones
    2%
    Other
    13%
    37%
    63%
    4%
    Smartphones
    10%
    9%
    Nielsen MarketSight – Q2 2011
    Smartphone Adoption Surged 12% in 6 Months
  • 31. Some early-adopter smartphone users do NOT have data plans
    Of mobile users who have data plans, 23% consume small amounts of data
    The top 10% of ‘super users’ consume 90% of the data
    Android and iPhone users consumer 2x more data than other phones
    Sources: Nielsen Marketsight and
    Nielsen Company, Customer Value Metrics, Single Line Accounts – May 2011
    Smart? Phones
  • 32. LBS has Reach Challenges
    28
    82%
    use cell phones
    71% use SMS
    35% have apps
    24% use apps
    4% Use LBS
    % of U.S. population
    6/20/2011
    Source: PewSeptember 2010
  • 33. Only Some Apps Are Important
    TechCrunch / Localytics – 3Q 2010
  • 34. Smartphone Users More Likely to Text and Text More Often
    “What started once as a 'teenager thing' has now reached the total population…
    “Messaging is the broadestreaching communication platform
    on the planet.”
    ~ TomiAhonen
    Adoption
    Adoption
    705
    SMS Per
    Month
    891
    SMS Per
    Month
    Feature
    Phones
    Smart
    Phones
    Source: Mobile Media Marketplace Q2
    Nielsen MarketSight – Q2 2011
  • 35. Mobile Marketing Options and Adoption
    31
    MORE THAN 3 YEARS
    1-3 YEARS
    LESS THAN 1 YEAR
    Mobile websites
    Mobile apps
    Mobile messaging/SMS
    Mobile display ads (CPM or CPC)
    Mobile search
    Mobile rich media apps
    Mobile video
    2D "smart" barcodes
    Mobile coupons
    Location-based services
    Interactive voice response
    Mobile gaming
    Proximity - Bluetooth, RFID
    Near field communications payments
    Source: Association of National Advertisers, 2010
  • 36. Integrated Approach to Mobile Marketing Key
    Personalize the User Experience with Context
    Make sure you’re represented across all mobile media
  • 37. Mobile is Outperforming Online in Every Measure
    The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.
  • 38. Are Advertising Dollars Being Spent Wisely?
    Mobile is Lagging =
    GIANT Opportunity
    20% of Ad $$
    43% of Ad $$
    5.7% of Ad $$
    6.3% of Ad $$
    6.3% of Ad $$
    Average Weekly Hours Spent vs. % of Ad $$’s
    0.8% of Ad $$
    eMarketer – May 2011
  • 39. Mobile Marketing: It’s Still Very Early
    17%
    10%
    4%
    Smaato, mobileSQUARED & Lightspeed Research, Nov 2010
  • 40. US Mobile Ad Spending = 2.5B in 2014
    CAGR = 44%
    eMarketer, September 2010
  • 41. thinkLA Mobile Breakfast
    Thursday, June 16, 2011
    Thank You!!