Mobile 101 Class 2: The Past, Present, and Future of Mobile

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This presentation reviews the history of mobile, the current state of mobile usage and mobile advertising, and the potential for mobile in the future

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Mobile 101 Class 2: The Past, Present, and Future of Mobile

  1. 1. MOBILE MARKETING PAST, PRESENT & FUTURE
  2. 2. AGENDA 1. MOBILE EVOLUTION 2. CURRENT STATE OF MOBILE3. EVOLUTION OF THE MOBILE CAMPAIGN 4. THE FUTURE OF MOBILE
  3. 3. 3MOBILE EVOLUTION
  4. 4. 4MOBILE EVOLUTION
  5. 5. 5MOBILE EVOLUTION
  6. 6. 6MOBILE EVOLUTION
  7. 7. 7MOBILE EVOLUTION
  8. 8. CURRENT STATE OF MOBILE
  9. 9. 9HOW MANY APPS ON THE AVERAGE TMK PHONE?
  10. 10. 10CURRENT STATE OF MOBILE Developers in iPhone 1st Gen Pandora’s Box is Opened! MOBILE Carriers Out BIG BANG Mobile Web as we know it Apps are Perfected
  11. 11. CURRENT STATE OF MOBILE FOR MARKETERS, THE SKY IS THE LIMIT
  12. 12. 12 BIG BANG CASE STUDY:CURRENT STATE OF MOBILE ALLRECIPES.COM Before 2010 1% of traffic reported from mobile devices Between 2010 & 2012 mobile traffic accounted for 66% of traffic
  13. 13. 13 BIG BANG CASE STUDY:CURRENT STATE OF MOBILE ALLRECIPES.COM m.allrecipes developed for 18 countries Unique opportunity for marketers 4 Different mobile apps were created
  14. 14. 14 WHAT IS THEBIGGEST MYTH ON MOBILE?A. YOU ABSOLUTELY NEED A MOBILE APP & MOBILE WAP TO BE IN MOBILEB. MOBILE ENGAGEMENT IS EASILY TRACKABLEC. BACK-END CONVERSATION RATES ARE INACCURATED. AD TARGETING ON MOBILE IS JUST AS SOPHISTICATED AS DESKTOP
  15. 15. 15 DAD TARGETING ON MOBILE IS JUST AS SOPHISTICATED AS DESKTOP
  16. 16. 16CURRENT STATE OF MOBILE TARGETING AS WE KNOW IT
  17. 17. 17 LOCATION TARGETING CASE STUDY:CURRENT STATE OF MOBILE QUIZNOS SUB Objective: Increase coupon redemption rate Target: Quick service customers with appetite for subs
  18. 18. 18 SOCIAL TARGETING CASE STUDY:CURRENT STATE OF MOBILE VANGUARD Objective: Deliver messaging for Vanguard across mobile twitter apps Target: Twitter users following finance influentials and conversations about the markets
  19. 19. EVOLUTION OF THE MOBILE CAMPAIGN
  20. 20. 20 WHAT IS THE % OFDOLLARS SPENT ON AMOBILE CAMPAIGN? WHAT IS THE TIME SPENT?
  21. 21. 211-2%10%
  22. 22. 22EVOLUTION OF THE MOBILE CAMPAIGN AVERAGE TIME SPENT PER DAY vs. US AD SPENDING SHARE TIME SPENT SHARE TV INTERNET 10% TIME SPENT IN MOBILE vs. RADIO 1% AD SPEND IN MOBILE MOBILE NEWSPAPERSAD SPENDING SHARE MAGAZINES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: eMARKETER, DEC 2011 & JAN 2012
  23. 23. 23EVOLUTION OF THE MOBILE CAMPAIGN US MOBILE AD SPENDING SHARE, BY FORMAT, 2009-2014 % OF TOTAL 2009 55% 22% 20% 3% 2010 MESSAGING 44% 27% 25% 4% 2011 DISPLAY 38% 30% 27& 5% SEARCH 2012 VIDEO 32% 33% 30% 6% 2013 26% 34% 33% 7% 2014 24% 35% 34% 8% NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING
  24. 24. 24 CASE STUDY:EVOLUTION OF THE MOBILE CAMPAIGN BNY MELLON INTERSTITIAL WITH VIDEO
  25. 25. 25 CASE STUDY:EVOLUTION OF THE MOBILE CAMPAIGN PROGRESSIVE SHAZAM
  26. 26. 26 CASE STUDY:EVOLUTION OF THE MOBILE CAMPAIGN VANGUARD INTERACTIVE RICH MEDIA
  27. 27. 27 CASE STUDY:EVOLUTION OF THE MOBILE CAMPAIGN MACY’S IN STORE QR CODES
  28. 28. 28 CASE STUDY:EVOLUTION OF THE MOBILE CAMPAIGN AIXTAP TOMOBILESTORE
  29. 29. FUTURE OF MOBILE
  30. 30. 30FUTURE OF MOBILE MOBILE AD SPEND FORCASTED TO GROW RAPIDLY $20.89 180.0% $15.82 $11.14 MOBILE AD SPENDING 85.5% 77.0% 85.0% $7.19 % CHANGE 55.0% $4.06 42.0% 32.0% $1.45 $0.77 2010 2011 2012 2013 2014 2015 2016 NOTE: INCLUDES DISPLAY (BANNERS, AND OTHER RICH MEDIA AND VIDEO), SEARCH AND MESSAGING-BASED ADVERTISING; AD SPENDING ON TABLETS IS INCLUDED SOURCE: eMARKETER, DEC 2012
  31. 31. 31FUTURE OF MOBILE TARGETING Putting the cookie into mobile mCommerce Data Location targeting becomes stronger
  32. 32. 32FUTURE OF MOBILE TECHNOLOGY HARDWARE SOFTWARE flexible display phone/tablet as a hub
  33. 33. 32FUTURE OF MOBILE TECHNOLOGY HARDWARE SOFTWARE flexible display phone/tablet as a hub
  34. 34. MOBILEANYWHERE, ANYTIME
  35. 35. THANK YOU Derek Lu - dlu@mediakitchen.tvMatt Borchard - mborchard@mediakitchen.tv

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