The Mobile Hub: The next presentation in our Inside Mobile Masterclass series

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How to effectively integrate mobile into a multi-channel marketing plan. …

How to effectively integrate mobile into a multi-channel marketing plan.

The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.

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  • 1. Why integrated mobile is important and will become more importantHow mobile is THE How mobile disrupting almost everything MOBILE fits into the purchase funnel HUB 5 ways to think integrated
  • 2. Source: Mary Meeker
  • 3. Source: Pope Francis’ first crowd address
  • 4. Source: Google – ‘The New Multi-Screen World’
  • 5. 5045 43 40403530 2925 22 23 Ad Spend Per Media20 16 Time Spent Per Media15 1110 9 6 5 1 0 TV Print Web Radio Mobile
  • 6. • Too many variablesPlanning • Fragmentation • ReportingTracking • Funnel analysis • Small screenCreative • Multi formats • Can’t find niche audiences Data • Not enough, or no insights being extracted • Low impact/Band-withBranding • Not significant
  • 7. • Too many variables DSP’S etcPlanning • Fragmentation • Reporting UDID out but IDFA in, someTracking • Funnel analysis standardisation of OS • Small screen IAB/MMA specs, someCreative • Multi formats standardisation of OS • Can’t find niche audiences Testing works, the Data • Not enough, or no insights being extracted more the better • Low impact/Band-with Better than online in manyBranding • Not significant brand metrics, 4G & WiFi
  • 8. Source: Nielsen
  • 9. Source: Datamonitor
  • 10. BroadcastEngagement/EducationAcquisition(Re)engagement
  • 11. Source: Microsoft – ‘Meet the Screens’
  • 12. 79% of consumers use a smartphone to help themshop, whilst 70% use a phone in-store.74% of consumers have also made a purchasefollowing research on their smartphone.Almost half of all smartphone owners havepurchased via their device in the last 12 months.The value of mobile payment transactions in 2012 was$171.5 billion.This is expected to grow to $490.9 billion by 2015.
  • 13. Source: Microsoft – ‘Meet the Screens’
  • 14. Source: eMarketer
  • 15. • Offers • Offers help • I can compare • All my information in when I’m in prices, questions different ways need. features and about the like a solution brands, before brand/product provider. deciding on are answered what to buy. directly.• I hate it when • It steals the • It’s rebellious, • It enters your ads ask me to little space I it interrupts space, as if it click have on my me whilst I play were going to something that screen. or work. harm your is unclear. phone.
  • 16. If products are both important and utilitarian, the weak signals on mobile display advertising will have a stronger effect. The ads work not by providing any new information, but by reminding consumers of the information they already know about a particular product.Source: http://www4.gsb.columbia.edu/ideasatwork/feature/7233030/Smartphone+Ads+That+Work
  • 17. Source: Google – ‘The New Multi-Screen World’
  • 18. Share of Time Spent Share of Time Spent (Smartphone) (Tablet)Source: Millward Brown Adreaction
  • 19. Source: DMA
  • 20. Source: DMA