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Scott Jones, ChaCha - Think LA Mobile Breakfast
 

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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    Scott Jones, ChaCha - Think LA Mobile Breakfast Scott Jones, ChaCha - Think LA Mobile Breakfast Presentation Transcript

    • thinkLA Mobile Breakfast
      Thursday, June 16, 2011
    • Event & Keynote Introduction
      thinkLAMobile Breakfast
      Master of Ceremonies
      Paul Santello
      SVP, Brand Sales & Marketing
      Evolve Media
    • Co-Founder, Chairman, CTO
      • Creator of #1 voicemail technology worldwide
      • Sold to Comverse for $843 million
      Co-Founder, Chairman, CEO
      • Creator of world’s largest music database
      • Sold to Sony for $260 million
      Founder, Chairman, CEO
      • Definitive source of real-time answers
      • Provided over a billion answers so far
      • Fastest-growing Q&A company
      Keynote Presentation: Scott A. Jones
    • 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
    • thinkLA Mobile Breakfast
      Keynote Presentation
      Scott A. Jones
      Thursday, June 16, 2011
    • Q: What is ChaCha anyway?
    • #1 Real-time Answers
      25 Million
      Monthly unique users
      3+ Million
      Answers provided to users every day
      1+ Billion
      Questions ChaCha’s answered
    • About ChaCha’s Mobile Answers
      View this video here: http://bit.ly/ChaChaMobile
    • 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
    • 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
    • Q: Does advertising on mobile phones matter?
    • 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
    • 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
    • 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
    • Mobile Users Express Immediate Intent
      Vs.
      Understanding Mobile Information Needs – October 2010 – Church et. Al.
    • 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.
    • Smartphone Users Multitask
    • I see search moving away from statelessness to something more resembling a conversation.
      - Peter Norvig
      Google Director of Research
      Mobile is Conversational & Personal
    • Desktop Experience Does NOT Transfer to Mobile
      How do over 40,000 results look on a mobile phone?
    • 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
    • Share of Web Traffic Coming from Mobile Devices
      Entire Web
      Global StatCounter, comScoreqSearch, Google Analytics Mobile – May 2010 - May 2011
    • Web and Mobile are Complementary
      Google Inside Search, May 2011
    • Mobile & Desktop Inversely Related Throughout Day
      Google Inside Search, May 2011
    • Smartphone vs. Feature Phone Usage
      comScoreMobiLens – March 2011
    • 65%
      37% of US mobile subscribers have smartphones now
      Nielsen MarketSight – Q2 2011
      Smartphone Penetration Accelerating
    • Feature
      Phones
      2%
      Other
      13%
      37%
      63%
      4%
      Smartphones
      10%
      9%
      Nielsen MarketSight – Q2 2011
      Smartphone Adoption Surged 12% in 6 Months
    • 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
    • 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
    • Only Some Apps Are Important
      TechCrunch / Localytics – 3Q 2010
    • 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
    • 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
    • Integrated Approach to Mobile Marketing Key
      Personalize the User Experience with Context
      Make sure you’re represented across all mobile media
    • 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.
    • 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
    • Mobile Marketing: It’s Still Very Early
      17%
      10%
      4%
      Smaato, mobileSQUARED & Lightspeed Research, Nov 2010
    • US Mobile Ad Spending = 2.5B in 2014
      CAGR = 44%
      eMarketer, September 2010
    • thinkLA Mobile Breakfast
      Thursday, June 16, 2011
      Thank You!!