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McKinsey - Mobile advertising in an on-demand world
 

McKinsey - Mobile advertising in an on-demand world

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It is not about mobile; it is about devices – and they will only proliferate. These devices are further empowering consumers, who now expect marketers to give them what they want when they want it ...

It is not about mobile; it is about devices – and they will only proliferate. These devices are further empowering consumers, who now expect marketers to give them what they want when they want it “on-demand”. Customer demands across the decision journey vary, as should your goals. When it comes to mobile, companies are facing significant struggles with trying to make it a simple ad buy.

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    McKinsey - Mobile advertising in an on-demand world McKinsey - Mobile advertising in an on-demand world Presentation Transcript

    • Mobile Advertising in anOn-Demand WorldIgnition, Business Insider ConferenceNovember 28, 2012CONFIDENTIAL AND PROPRIETARYAny use of this material without specific permission of McKinsey & Company is strictly prohibited
    • It is not about mobile, it is about devices – and they will only proliferate@davidedelman CMSOForum.mckinsey.com |1
    • Empowered consumers expect marketers to support them “on-demand” I want it NOW LET ME break a compromise Make it just FOR ME It better be SIMPLE@davidedelman CMSOForum.mckinsey.com |
    • Customer demands across the Decision Journeyvary, as should one’s goals Influencer of the influencers Discovery Personalized shopping facilitator assistant Breakthrough Sales closer engager Valued alterter Participation Personal enabler services provider@davidedelman CMSOForum.mckinsey.com |3
    • Big struggles with trying to make mobile a simple ad buy 1 Astounding ▪ Not just size and placement, but also the complete nature of the experience complexity for small ▪ Limited process automation scale buys ▪ Whose data for ads and messaging? 2 Everybody is a media ▪ Retailers, malls ▪ Directories channel, potentially ▪ Third-party guides and coupon services selling access ▪ …and the brands want direct opt-in access, too 3 Data avalanche ▪ Location ▪ Device ▪ Context: web, app, listing…. ▪ …but still hard to prove impact w/o payment 4 Ad buys, but no ▪ Moving too fast ▪ No decision journey approach mobile media strategy ▪ Focus on apps, not media buys ▪ Unclear agency compensation@davidedelman | CMSOForum.mckinsey.com 4
    • Questions to discuss 1. Isn’t “mobile” a harmful generalization? Won’t media companies need to create (and then somehow simplify) a more complex mix of offerings? 2. Will the complexity thwart scaled/automated buys and lead to narrow, very deep advertiser/media partnerships? 3. How will you price these? Does CPM still hold? 4. What breakthroughs are needed for marketers (and media companies) to truly harness the data avalanche – smart targeting, closed loop optimization? 5. How are you reshaping your organizations to manage the complexities of mobile?@davidedelman CMSOForum.mckinsey.com |5