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The Mobile Shift
 

The Mobile Shift

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Van mobiel informeren naar mobiel adverteren

Van mobiel informeren naar mobiel adverteren

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    The Mobile Shift The Mobile Shift Presentation Transcript

    • The  Mobile  Shi+:   Van  mobiel  informeren  naar  mobiel  adverteren     Victor  Beerthuis  -­‐  Sanoma     Digital  Marke>ng  Live  21-­‐05-­‐2014  
    • WHAT’S  HAPPENING     IN  THE  MARKET?  
    • 0   25   50   75   100   2012   2017   European  smartphone  penetra.on  (forecast)   Figures  users  NL  market  vs  other  markets   Source:  eMarketer  
    • SHIFT  IN  CONSUMPTION  -­‐  GLOBAL  
    • Bron:  Google   The  shi+  in  mobile  -­‐  Media  >me  spend  media  global  
    • Mobile  con>nues  to  grow  explosively  and  starts  cannibalizing   desktop  in  consump>on     Source:  emarketer/  Business  Intelligence  –  August  2013  in  US   45%   25%   17%   9%   7%   4%   44%   26%   16%   8%   8%   6%   43%   26%   15%   7%   7%   9%   42%   26%   14%   6%   5%   12%   38%   20%   12%   4%   5%   20%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   TV   Online   Radio   Print   Other   Mobile   TV   Online   Radio   Print   Other   Mobile   2009   2010   2011   2012   2013  
    • Source:  Telegraaf  TMG   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2012   2013   What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)  
    • What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)   Source:  Persgroep   Q2   Q3   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2011   2012   2013  
    • Source:  Sanoma   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   Q1   Q2   Q3   Q4   2011   2012   2013   What's  happening  at  the  publishers?     desktop   tablet   (web  &  app)   smartphone   (web  &  app)   Source:  Sanoma  
    • Consump>on  is  spread  over  devices  
    • WHAT’S  COMING     IN  5  YEARS?  
    • v  v   What  is  mobile?   Blurring  defini.ons   Es>mated  Android  user  base.  August  2013  (%)   Global   South  Korea   v   Small  (<3.5”)   Small  tablet  (7  -­‐8.4”)   Medium  (3.5  –  4.9”)   Large  tablet  (8.5”  +)   Phablets  (5  –  6.9”)  
    • What’s  coming  in  5  years?   Wearables  are  beginning  to  take  off…  
    • WHAT  IS  HAPPENING     IN  OTHER  MARKETS?  
    • The  NL  Market  2013   Penetra>on  Tablet    50%   Penetra>on  Smartphones  72%       Overal  Adver>sing  spending:  3,18  billion   Overal  Online  spend:  1,26  billion   Overal  Display  spend:  520  million   Mobile  Display  Adver>sing  spend:  46,8  million   Source:  IAB  report  on  Online  Ad  Spend   Source:  Telecompaper  
    • Let’s  compare  markets  over   72%       75%       55%       62%   9,6       36       90       5,9   Number  of  smartphones   48,6       1000       7200       150   Ad  spend  mobile   1  :  5       1  :  27       1  :  80       1  :  25   Ra>o  Smartphone  penetra>on   NL       UK       US       SE  
    • What’s  the  differents  in  the  markets:  Scandics   Retail   Grocery  Store   Real  Estate  
    • DEVELOPING  THE     NL  MARKET  BY  IAB  
    • HOW  ARE  THOSE  FORMATS   PERFORMING?  
    • Ikea Subway ANWB Lenovo NUON Sony
    • 72% 28% 70% 30% Recognition No Recognition Recognition No Recognition Source:  MeMo²     High  impact  
    • 61% 66% 83% 0% 20% 40% 60% 80% 100% 1 contact 2 contacten 3 of meer contacten Mobile Ad Recognition* ..is irritant* ..is opvallend ..heeft een duidelijke boodschap ..vertelt mij iets nieuws * Significant verschil 3 of meer contactgroepen, p<.05 .! Source:  MeMo²     Mobile  Ad  Recogni>on  &  Apprecia>on  IKEA*  
    • 11% 14% Store traffic: recent bezoek Subway
    • Source:  MeMo²     10% 0% 26% 0% Product Consideration! Ad Awareness! Exposed Non Exposed Product Consideration
    • 34% 49% Awareness Catalogus app Exposed Non Exposed Source:  MeMo²    
    • Source:  MeMo²     50% 17% 64% 27% Awareness Xperia Z1 Overweging Xperia Z1 Non Exposed Exposed & Artikelen gelezen
    • Sony Xperia Z1 0% 20% 40% 60% 80% …is opvallend …is leuk om naar te kijken ...spreekt mij persoonijk aan …onderscheidt zich van andere mobiele advertenties ...vertelt mij iets nieuws ...heeft een duidelijke boodschap …is geloofwaardig Mobile MeMoBenchmark * Percentage dat het (helemaal) eens is met de uitspraak .!Basis Exposed aan de campagne: NU.nl mobiele bezoeker! ANWB IKEA Lenovo Yoga Nuon Bespaarcampagne NU.nl Bezoekers (Mobiel) Source:  MeMo²     De  mobiele  adverten>e   Subway
    • HOW  TO  USE  IAB  FORMATS  
    • TL;DR  
    • Be  accessible   How  to  op>mize  the  performance  of  your  page     and  adver>sing  banner   Be  fast   Be  thumb  friendly   Be  local   Be  ac>on  compelling  
    • DISPLAY  ADVERTISING  
    • TOUCHSCREEN     CHANGED  DISPLAY     ADVERTISING     Impressions  1     Engagement  2   Swipes  3   Dwell  >me  4   Events  5   Expands  6   7  Closes   8  Interac>on  window   9  Video   10  Device   11  Loca>on   12  Custom  
    • Real  Estate   4,11%   171,  859  Impressions           Engagement           Event           Click  on  Object           Click  on  Phone         Click  on  Valua>on     Swipe     1,53%   1,50%   0,01%   0,02%   3,92%  
    • Define  your  KPI’s   Mobile-­‐Influenced  store  sales  vs  mCommerce  and  eCommerce  sales   Sources:    Row  1:  eMarketer  -­‐  U.S.  Mobile  Commerce  Forecast:  Capitalizing  on  Consumers  Urgent  Needs    Row  2:  Deloise  analysis    Row  3:  Forrester  -­‐  U.S.  Online  Retail  Forecast,  2011  -­‐  2016  
    • MOBILE  DRIVES  VALUE     TO  ALL  ASSETS  
    • Number  of  recipents:   Method:   Fieldwork:   Data  Collec>on:   Mediapartners:   Media  Agencies:   Adver>sers:   Let’s  learn  form  other  markets   Source:  Adssets    
    • Number  of  recipents:   Method:   Fieldwork:   Data  Collec>on:   Mediapartners:   Media  Agencies:   Adver>sers:   The  use  of  a  second  screen  while  watching  TV   Source:  Adssets    
    • People  who  only  use  other  screen  while  watching  TV   Source:  Adssets    
    • Age   Gender   Male   People  who  watches  TV   Female   Source:  Adssets    
    • Prolonged:  Checking  out  product  and  services  from  a  TV  ad   Related:  Checking  out  the  TV  shows  /  The  TV  show  currently  broadcas>ng   Compe>ng:  Everything  else  (sites,  social  media,  search,  email,  games):     Three  types  of  behavioral  with  the  second  screen  effect   From  an  adver>sing  perspec>ve   Source:  Adssets    
    • Prolonged   Related   Compe>ng   Prolonged   Related   Compe>ng   Mobile  Tablet   Popula>on   Second  screen  behavior   Source:  Adssets    
    • 45%  recognized  the  campaign   Mobile       Tablet     TV   €1  million   €100  000   €40  000   Source:  Adssets    
    • 49%  recognized  the  campaign   Mobile       Tablet     TV   €1  million   €100  000   €30  000   Source:  Adssets    
    • 41%  recognized  the  campaign   Mobile       Tablet     TV   €250  000   €100  000   €40  000   Source:  Adssets    
    • Cost  per  unique  user   Source:  Adssets    
    • Just  mobile  and  tablet   Both  mobile,  tablet  and  TV   Just  TV   Campaign  observa>on   Contains  interes>ng   informa>on,  increase  interest   Increase  the  image,   the  desire  to  own   Visit  site,  point  of  purchase,  search   for  info,  click  on  link,  purchase   Source:  Adssets    
    • TV  or  mobile/tablet   TV  and  mobile/tablet   Source:  Adssets    
    • Lower  cost   In  two  out  of  three  cases  the  mobile  channels  has     a  significantly  lower  cost  in  terms  of  observa>on.   Source:  Adssets    
    • Ac.on   The  mobile  channels  are  very  clearly     connected  to  purchase  and  ac>on.   Source:  Adssets    
    • SIMPLIFY  TO  AMPLIFY  
    • Missing  standardisa>on  
    • Smartphone:     •  Single  banner   •  Double  size  banner   •  Half  page  banner   Tablet:     •  Medium  rectangle   •  Floor  ad   •  Leaderboard   4  standard  formats   •  Full  page  banner   •  Full  page  banner