Your SlideShare is downloading. ×
Mobile gambling summit somo
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mobile gambling summit somo

288

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
288
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Somo Copyright & ConfidentialSomo Copyright & Confidential @somoglobal 11th September 2013 CREATING SUCCESS IN MOBILE Emma Crowe, VP Strategy and Planning Naji El-Arifi, Product Innovation Manager
  • 2. Somo Copyright & Confidential ABOUT SOMO 2
  • 3. Somo Copyright & Confidential THE HERE AND NOW OF MOBILE Fastest innovators will gain significant advantage before slower companies awaken ‘First in Mind’ Brand Building MOBILE PHONE ADOPTION 3 INTERNET SOCIAL MEDIA PC’S Source: Celtra X2 X3 X10
  • 4. Somo Copyright & Confidential4 TV Broadcasting (1937) M&S takes £5k order on mobile site (2011) 87% of tablet owners do Christmas shopping on their device (Dec 2011) M-commerce Y0Y sales increase by 55% (2012) Online sales 10x offline (2013) Tablets launch (2010) Amazon launches (1995) First uk shopping centre (1976) Barcodes launch (1966) TECHNOLOGY GROWS EXPONENTIALLY AOL founded (1983) 3G Launches (2008) iPhone launches (2007) www launches (1990)
  • 5. Somo Copyright & Confidential5 CONTEXT: DRIVING A NEW TYPE OF CONNECTED USER RELEVANCE AND CONTEXT ARE KEY TO MAXIMISING USAGE Tablet Mobile Desktop Clear behaviour patterns can be seen across usage and consumption... 12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am of EU adults are ‘super connected’ meaning they are accessible across multiple devices for the whole of their waking day.37% Lean back. High Consumption and engagement Always on. Location aware. Staccato usage Lean forward. Focused engaged Mobile brightens the commute PC’s dominate working hours Tablets popular at night
  • 6. Somo Copyright & Confidential MARKETING HAS YET TO CATCH UP 6 Source: eMarketer, Oct 2012
  • 7. Somo Copyright & Confidential RELEVANT MARKETING AND PRODUCTISATION 7 Disruptive marketing Pushing Benefits Deep engagement scenarios Being attractive The Customer MarketingProduct Now Future
  • 8. Somo Copyright & Confidential SHIFTS IN INVESTMENT PER SECTOR 8 Mobile investment is growing significantly across all sectors These sectors are driving competition and also user expectations as to their experience on mobile
  • 9. Somo Copyright & Confidential LOYALTY DIFFERENT MEDIA FORMATS AND CUSTOMER JOURNEY 9 PREMIUM DISPLAY PERFORMANCE DISPLAY SMS GEO - LOCATION SEARCH INTERACTIVE MEDIA MMS VIDEO SOCIAL SOCIAL DEPOSITCONSIDERATION RE TARGETING PUSH NOTIFICATIONS AWARENESS/CONSIDERATION Source: Somo data AR
  • 10. Somo Copyright & Confidential LOOKING AT THE WHOLE CONSUMER JOURNEY ... 10 AdSpend AdSpend AdSpend Ad Spend Propensitytodrivesale Propensitytodrivesale Propensity todrive sale Propensitytodrive sale Opportunitytoscale Opportunitytoscale Opportunityto scale Opportunityto scale CURRENT SPEND FOCUS PROPENSITY TO DRIVE A SALE OPPORTUNITY TO SCALE Propensityto drivedirect install Propensitytodrive directinstall Propensitytodrivedirectinstall PROPENSITY TO DRIVE A DIRECT INSTALL DEPOSIT LOYALTYAWARENESS CONSIDERATION HIGH LOW Source: Somo data ...Where is the biggest opportunity to drive acquisition sales?
  • 11. Somo Copyright & Confidential SHIFT IN FORMATS TO THOSE WHICH DRIVE HIGHER ENGAGEMENT 11 The impact of new brands moving into the space can be seen in the shifts per media format
  • 12. Somo Copyright & Confidential MOBILE SITS AT THE HEART OF THE MEDIA MIX 12 Source: 1 Nielsen Cross Platform Report Dec 12, 2 Pitney Bowes Jan 13, 3 Kinect/Joule Feb 12, 4 IAB OnDevice Research Jan 2013 12 38% look for brand on mobile after seeing OOH 3 60% of Smartphones used in stores 4 3.3m Smartphone users in the UK have scanned a QR in the past 3 months 2 85% Smartphone users dual screen whilst watching TV 1 Through understanding the context of usage, mobile can be used to amplify traditional media
  • 13. Somo Copyright & Confidential IMPACT BRAND METRICS Interactive media is proven to influence the main brand engagement metrics: ü  Brand/Ad awareness ü  Purchase intent ü  Message association ü  Brand favourability DRIVE BRAND PERFORMANCE Interactive media is proven to influence direct conversions post click: ü  Increased CTRs ü  Direct on site actions ü  Increased user value ü  Repetitive usage INTERACTIVE MEDIA DRIVES HIGHER ENGAGEMENT 13 BANNER EXPANDABLE INTERSTITIAL 1.4% CTR 8% CTR 10.2% CTR Source: Celtra
  • 14. Somo Copyright & Confidential14 VIDEO OUTPERFORMS STANDARD FORMATS FOR AWARENESS AND INTENT Video is one of the biggest growth areas on mobile - a 1600% increase in ad investment across 2012 Source: Yume APR 2013 Video is proven to increase both direct and indirect acquisition and increase conversion rates beyond the point of install
  • 15. Somo Copyright & Confidential USING MOBILE TO AMPLIFY TV IMPACT AND INCREASE ACTIONS 15 Correlated display/ video Amplify ad recall X2 and increase relevance and engagement by 500%+ App Stores A Top 25 position can increase installs driven from TV by +65% Search engines TV marketing increases search impressions by +250% Social networks 66% of social media users engage in double screen Source: Somo/Google/Twitter data All activity needs to be aligned with the TV audience and slots
  • 16. Somo Copyright & Confidential INNOVATION LAB 16
  • 17. Somo Copyright & Confidential LONDON Haymarket House 28 Haymarket London SW1Y 4SP +44 (0)20 3397 3550 MAKING SENSE OF MOBILE www.somoglobal.com @somoglobal hello@somoglobal.com SAN FRANCISCO 181 Fremont Street San Francisco, CA 94105 +1 (415) 230 2756 LOS ANGELES 1530 7th St, Suite 100 Santa Monica, CA 90401 +1 (310) 752 7656 NEW YORK 175 Varick Street 3rd Floor NY 10014 +1 (347) 709 7666 SINGAPORE 50 Raffles Place, Level 30 Singapore Land Tower Singapore 048623 +65 66323551 GET IN TOUCH. Somo Copyright & Confidential BERLIN Friedelstrasse 27 D-12047 Berlin +49 176 709 84780 17

×