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Mobile Apps: Attitudes, Challenges and Opportunities, presented by IAB and Weather.com
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Mobile Apps: Attitudes, Challenges and Opportunities, presented by IAB and Weather.com

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Mobile Apps: Attitudes, Challenges and Opportunities, presented by Weather.com …

Mobile Apps: Attitudes, Challenges and Opportunities, presented by Weather.com

Apps on wireless devices have become a runaway mobile marketing success story. Brands are creating custom ones, the casual gaming industry has found exploding revenue streams and media companies are all building them -- but what do they offer to advertisers? Using a combination of 3rd party data and proprietary research conducted by The Weather Channel, the IAB presented a survey of app users plus ad effectiveness research with Paul Borgese, Weather Channel Director of Research & Insights, Ed Darmanin, VP Sales, and independent researcher Kathryn Koegel of Primary Impact. Our speakers presented a broad picture of what marketers and agencies need to know about apps. Covered in the webinar were:

* App usage overall by content category

• Tips on app measurement: what are the metrics that marketers need to assess apps as media for ad placement

* Frequency of app usage: what kind of apps do consumers continue to use beyond the first week after download?

* Consumer attitudes about the relative value of various types of apps post download

* App usage and value as compared to other media sources of similar information

* Solving the mobile reach challenge and just making it easier: techniques for achieving maximum reach of the mobile media market including a new initiative to simplify mobile rich media and make it work cross platform

* Brand impact of ads in apps as compared to ads in mobile and ads online

* Results of first-ever brand impact study on ads in iPad apps

* Creative examples from Weather Mobile advertisers that include location based advertising for clients such as Kraft, Starbucks, Johnson & Johnson and LL Bean and rich media ads for Dunkin Donuts, Budweiser and Toyota.

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  • 1. 1webinar – 3/16/11
  • 2. Moderator:Luke Luckett, IABPanelists:Paul Borgese,Director of Research & Insights, The Weather ChannelEdward DarmaninVP Sales, The Weather Channel Digital and MobileKathryn KoegelChief of Insights, Primary Impact 2 webinar – 3/16/11
  • 3. “Like having life in your pocket.” Steve Jobs at the introduction of the iPhone January 9, 2007“10 billion apps downloaded.” Apple January 22, 2011“Mobile driving most dramaticbehavior transformation in history.” Mary Meeker KPCB February 10, 2010 3 webinar – 3/16/11
  • 4. SMARTPHONES WILL BE A MAJORITY BYQ2 2012 ACCORDING TO NIELSEN Smartphone Penetration - Projection All Subscribers – Q3 1090% 87% 86% 84% 83% 81% 79% 78% Smartphone 75% 72% 61% 69% 66% 55% 63% 50% 59% 45% 55% 41% 37% 50% 34% 45% 31% 28% 39% 25% 21% 22% 17% 19% 13% 14% 16% Feature phone10% Q2 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q 20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20 08 08 08 09 09 09 09 10 10 10 10 11 11 11 11 12 12 12 Page 4 webinar – 3/16/11
  • 5. Top 10 most widely-owned handsets among U.S. subscribers 13+ LG - enV3 VX9200 1.3%RIM - BlackBerry Curve 8530 1.3% Samsung Intensity 1.0% Apple - iPhone 4 16GB 1.0% Motorola - Droid 1.0% Apple - iPhone 3G S 32GB 1.0% LG - enV Touch 1.0%RIM - Blackberry Curve 8330 1.0% LG - Cosmos 0.9% Apple - iPhone 3G 8GB 0.9% Three month average ending December 2010 Source: comScore MobiLens webinar – 3/16/11
  • 6. All adults 82% use cell phones 35% have apps 24% use apps Source: Pew, September ‘10 extrapolated to total cell phone population figures from Nielsen 6webinar – 3/16/11
  • 7. • Higher on chart = more female • Further to right = older • Size of bubbles = # of users Demographics of Mobile Media Activities 60% Purchased Ringtone 55% Made Own Ringtone Social Networking Ringback Unlimited Data Plan 50% App% Female Listened to Music Mobile Media Played Games 45% Purchased Game Browser 40% Email 35% 25 26 27 28 29 30 31 32 33 34 35 Median Age comScore MobiLens, Three month average ending September 2010 Country: US, N=32,044 webinar – 3/16/11
  • 8. MORE AFFLUENT MORE URBAN, EDUCATED, PROFESSIONAL ENGAGED WITH CONTENT YOUNG AND MOBILE 8 webinar – 3/16/11
  • 9. Among the top 5 most downloaded apps on platforms, including the iPad – 1/6 of all iPads have The Weather Channel app 9webinar – 3/16/11
  • 10. iPad Weather Channel Usage 2010 Growth 2,500,000 40,000,000 35,000,000UV & Cumulative Downloads 2,000,000 30,000,000 25,000,000 Page Views 1,500,000 20,000,000 1,000,000 15,000,000 10,000,000 500,000 5,000,000 0 0 Apr May Jun Jul Aug Sep Oct Nov Dec iPad App UV iPad App Downloads iPad App PVs iPad Device PV on weather.com Source: TWC Omniture full year stats 10 webinar – 3/16/11
  • 11. Top Genres for Mobile Application Usage Weather 25.8% Maps 23.8% Social Networking 20.0% Personal Email 17.1% Search 13.8% News 12.2% Sports Information 10.1% Work Email 9.2% Restaurant… 8.9% Movie Information 8.5% Location Based Services Traffic Reports 8.2% EmailEntertainment News 8.1% Other Bank Accounts 8.1% Photo or Video… 8.1% Stock Quotes or… 7.1% Tech News 5.6%Business Directories 5.6%Gaming Information 4.9% General Reference 4.7% Television Guides 4.7% 0% 5% 10% 15% 20% 25% 30% Source: comScore: Three month average ending September 2010 Country: US, N=32,044 webinar – 3/16/11
  • 12. Percent of Mobile Audience that Accessed in September 2010 (via App & WAP)9% 8%8%7%6%5%4%3% 2%2% 1%1% 1% 1% 1% 1% 1% 0% 0% 0% 0%0% comScore Mobilens,Three month average ending September 2010 Country: US, N=32,044webinar – 3/16/11
  • 13. • A download is an important expression of consumer interest• Downloads do NOT equate to usage: people have apps on their phones they do not use.• 75% of apps are deleted within 90 days of the download (Flurry 7/10)• 35% active user base is good according to app developers• Marketers need to look at actual monthly usage figures in order to calculate potential reach of an audience for a campaign• Where can you get these figures?: • Analytics sources like Omniture, Webtrends and Flurry: ask the App! • comScore and Nielsen release monthly reports on app usage from their panels – and can tell you demography as well 13 webinar – 3/16/11
  • 14. 1. What makes an app become part of someone’s regular media habit?2. How do consumers value the various types of apps they have downloaded?3. What is the difference between a Weather app user and users of other apps?4. What does connection to an app mean to an advertiser? 14 webinar – 3/16/11
  • 15. 15webinar – 3/16/11
  • 16. SURVEY METHODOLOGY 2,886 1,146 have 894 have 509 haverecruited on phones that are actually downloadedweather.com capable of downloaded or The Weather downloading used apps on Channel App on apps their phone their mobile phone webinar – 3/16/11
  • 17. TYPE OF PHONE OWNEDApple is dominant for usage but BlackBerry and Android also rank All App Users TWC Mobile App Users Other 18% Blackberry Other Blackberry 24% 25% 26% Android 21% Android 19% iPhone iPhone 30% 37%Q. Indicate which of the following you own:N= 509 TWC Mobile App UsersN= 894 All App Users webinar – 3/16/11
  • 18. 45% HAVE HAD A PHONE THATDOWNLOADS APPS FOR LESS THAN A YEAR Dynamic nature of the market Q. How long have you had a phone that could download Apps? Less than 1 year More than 1 year 26% 23% 22% 26% 22% 21% 19% 17% 13% 12% TWC Mobile App users All App Users Less than 6 months 1-2 years 2-3 years 3 years plus 6 months to 1 year N= 509 TWC Mobile App Users N= 894 All App Users webinar – 3/16/11
  • 19. APPS RANKED BY FREQUENCY OF USAGE Weather is more frequently used than search or maps by all app users Q. How often do you use the following apps? Check all that apply. Frequently/Very81% Often TWC Mobile 63% 65% App Users 61% 56% 52% 54% All App Users 46% 42% 38% 36% 36% 34% 35% 33% 29% 22% 19%Weather Search Maps News Social Sports Games Entertainment Banking Networking N= 509 TWC Mobile App Users N= 894 All App Users webinar – 3/16/11
  • 20. FREQUENT USAGE AMONG MEN ANDWOMEN • Social networking and games more frequently used by women than men • Sports, banking and maps skew more male Q. How often do you use the following apps? Check all that apply.82% Frequently/Very 78% Often 65% 67% 64% Male Female 53% 54% 54% 53% 43% 40% 36% 36% 33% 33% 24% 25% 18%Weather Maps Search News Sports Social Entertainment Games Banking Networking N= 509 TWC Mobile App Users: 324 Males, 185 Females webinar – 3/16/11
  • 21. FREQUENT USAGE AMONGPROFESSIONALS Professionals more likely to access news than other demos; weather still ranks highest Q. How often do you use the following apps? Check all that apply. 81% Frequently/Very Often TWC Mobile App 63% 62% 58% Users Professionals 45% 36% 33% 28% 11%Weather Search News Maps Sports Social Entertainment Games Banking Networking N= 141 TWC Mobile App Users are Professionals (Occupation: Executive/Managerial/Professional) webinar – 3/16/11
  • 22. FREQUENT USAGE AMONG 18-34 YR OLDS Social networking and games more important than for other demos; weather ranks highest for usage Q. How often do you use the following apps? Check all that apply. Frequently/Very 82% Often 66% 66% 62% TWC Mobile App Users 18-34 yr olds 51% 49% 44% 35% 25%Weather Search Social Maps News Games Entertainment Sports Banking Networking N= 270 TWC Mobile App Users age 18-34 webinar – 3/16/11
  • 23. WHY DO YOU USE? Checking major weather, next day weather and before holiday travel are the top occasions that influence the use of The Weather Channel app Q. What occasions typically influence your desire to use The Weather Channel app? Check all that apply. 79% 67% 55% 53% 53% 39% 36% 28%When a major In the evening Before leaving On Fridays Before work On Sundays Before leaving Beforeweather event to determine on holiday to determine to determine to determine on business you go home is happening next day travel weekend clothing choices weekday travel from work weather weather weather N= 509 16% not included on chart answered “other” webinar – 3/16/11
  • 24. THOSE STYLISH 18 – 34 YEAR OLDS…14 point increase over average weather app user for determining clothing choices Q. What occasions typically influence your desire to use The Weather Channel app? Check all that apply. 80% 18-34 yr olds 75% 67% 61% 48% 45% 33% 29%When a major In the evening Before work On Fridays Before leaving On Sundays Before Before leavingweather event to determine to determine to determine on holiday to determine you go home on business is happening next day clothing choices weekend travel weekday from work travel weather weather weather N= 270 9% not included on chart answered “other” webinar – 3/16/11
  • 25. PAID OR AD SUPPORTED?• 59% prefer having ads run to support the app vs. paying a fee• 37% wouldn’t mind a one time nominal fee Q. Apps typically are either paid for by the users or supported by the revenues from advertising on the apps. Which of the following business models would you prefer to see The Weather Channel use? Charge users a Have ads run to one time, nominal support the app fee for 59% downloading the app ($1.99 or less) 37% Charge users based on how often they use the app (those who use the app most are charged a nominal fee of $1.99 a month or less) 4%N= 509 webinar – 3/16/11
  • 26. 26webinar – 3/16/11
  • 27. 27webinar – 3/16/11
  • 28. 28webinar – 3/16/11
  • 29. webinar – 3/16/11
  • 30. Continental Airlines targets consumers in New NJ Transit targets consumers in the York City DMA state of NJ webinar – 3/16/11
  • 31. LL Bean ads targeting ZIP codesStarbucks ads with “Youngtargeting ZIP codes with Accumulators”professionals and “YoungAchievers” webinar – 3/16/11
  • 32. 32webinar – 3/16/11
  • 33. webinar – 3/16/11
  • 34. webinar – 3/16/11
  • 35. 35webinar – 3/16/11
  • 36. 36webinar – 3/16/11
  • 37. Opening page featuring Rich Media 300x250 ad“sponsored by Toyota” video interstitial on iPad Appwebinar – 3/16/11
  • 38. • Introducing • Open Rich Media Mobile Advertising SDK • Initiative created by The Weather Channel Mobile, Crisp Wireless and TringApps among others • Create a standard for rich media so that it works regardless of platform (iPhone, Android, WinMo, Blackberry etc.) • Lessens the coding necessary on the part of agency creatives and publishers running it • IAB working on a portion of the project: creating a set of standard mobile rich media APIs, starting March 2011 • For more info or to get involved: www.ormma.org or contact Joe Laszlo, joe@iab.net webinar – 3/16/11
  • 39. Online Norms Mobile Norms 22% 12% 6% 5% 5% 4% 3% 3% 2% 2%Aided Awareness Ad Awareness Brand Favorability Consideration Message Association Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09. 39 webinar – 3/16/11
  • 40. 61% Mobile Norms Auto iPad 29% 24% 22% 6% 7% Aided Awareness Mobile/iPad Ad Awareness Purchase IntentFigures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, BaselineAdjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09. 40 webinar – 3/16/11
  • 41. Receptivity to Advertising Apple iPad Apple iPhone All Connected Device Owners 49%I am more likely to look at ads if they have 40% an interesting video 39% 46% I enjoy ads that have interactive features 26% 27% 40% I am more likely to click on ads that are 25% simple text ads 25% 39% Ads on my connected device are new and 20% interesting 19% 37% I like to see what ads can do on a 23% connected device 19%Source: Nielsen, State of the Media Report, Oct 2010 41 webinar – 3/16/11
  • 42. For a copy of this deck: ihechme@weather.comFor Weather research contact:• Paul Borgese, Director of Research & Insights, The Weather Channel: pborgese@weather.comFor mobile research and insights:• Kathryn Koegel, Chief of Insights, Primary Impact: kathryn@primaryimpact.com 42 webinar – 3/16/11
  • 43. • Please type your questions into the chat feature on the upper-right corner of your screen webinar – 3/16/11
  • 44. IAB Case Study Road ShowFollowed by IAB.networking eventsMarch 16 • DetroitMarch 29 • Los AngelesApril 6 • ChicagoApril 12 • DallasApril 14 • San FranciscoIAB Marketplace: Digital VideoApril 4, 2011New York MIXX Conference & Expo October 3-4, 2011IAB Marketplace: Networks & New York ExchangesMay 16, 2011 MIXX AwardsNew York October 4, 2011 New YorkIAB Innovation Days: The Future of Display IAB Ad Operations SummitJune 2011 Winter 2011New York New YorkIAB Marketplace: MobileJuly 2011New York webinar – 3/16/11
  • 45. • If you are taking part in our Digital Advertising Certificate Program, you have just earned 1 credit for completing this webinar session. For more information, email luke@iab.net• If there are digital media and advertising topics you’d like the IAB to address in an upcoming webcast or other program, please fill out our webinar proposal submission form on our website, or email luke@iab.net webinar – 3/16/11

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