2nd Mobile Marketing event
5/2/2014
Powered by:
MAKING MOBILE MATTER
Georgia Zacharaki | Digital Account
Director at Tempo OMD Hellas
For consumers
everything will
be mobile first
(If it isn’t already)

3
The importance of ‘mobility’ is recognised
by digital thought leaders

4
Mobile accounting for an increasing share of
total internet time
+130%

+66 %

+57%

US

+77%

+47%

Europe

Source: Media...
Mobile is predicted to become the primary
point of internet access this year

2.000

Mobile users
Desktopusers

Smartphone...
Mobile is already the second most used
media channel

7
Greece outperform in Smartphone
penetration

48%

80%

Smartphone
ownership

60%
40%
20%
0%
UK

Spain

Italy

Germany Fran...
Recession do not affect tablets penetration

8% of
Greeks own
a Tablet
(vs. 9% in EU)

Source : IAB Europe, Mediascope

9
Mobile internet users are a dynamic target
with buying power

45%

55%

Upper
Middle
Lower

145
100
61

1.800

(mean HH in...
Today’s ‘Digital’ encompasses so much
and that changes
everything!
New devices give rise to new behaviours

Shared, or used at work

Personal

Semi-portable at best

Taken everywhere

Web a...
New devices have changed consumer behaviours

THE
SAGE
SOURCE: OMD Insights

THE
LOVER

THE
WIZARD
Understanding how different screens interact
with our lives
In our latest research we looked at the role of
smartphones vs...
The Mobile Opportunity, personalised but
scalable

Communicate through a device that is personal in a way that is relevant...
Mobile as an
advertising channel
Mobile makes up 10% of digital spend

SOURCE: IAB / Digital Adspend 2012
Unlock mobile opportunities
Mobile offers advertisers rich
opportunity but with a smaller
margin for error !

19
Majority of top 100 advertisers have a mobile
optimized website

79%
73%

71%

70%
50%

FMCG

SOURCE: IAB / Mobile Optimiz...
Understanding the relationship between
mobile and other channels is key

21
Mobile is effective at shifting brand metrics
+40%

in Purchase Consideration

+ 29%
in Brand Favorability
Source: Dynamic...
Mobile can be more effective than digital !

Source: Nielsen IAG, category (40 measured brands)

23
Mobile out-performs TV as well !

Source:TV Standard Ad Sourcs: Nielsen IAG
Mobile Thought Process

25
Stage 1: Understand your consumer
What are my consumers using mobile devices to do?

How does this vary by device / locati...
Stage 2: Differentiate your business through mobile

How are your competitors using mobile?

Does mobile provide opportuni...
Stage 3: Create a mobile strategy that Optimizes
the role of different screens across the consumer
journey
Online advertis...
Stage 4: Deliver an optimised mobile experience

29
30
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Making mobile matter

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A presentation by Georgia Zacharaki, Digital Account Director, Tempo OMD Hellas

This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality.

The event was powered by:
Warply
Microsoft Innovation center
Nespresso
Papadopoulou Biscuits

Published in: Marketing, Business, Technology
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Making mobile matter

  1. 1. 2nd Mobile Marketing event 5/2/2014 Powered by:
  2. 2. MAKING MOBILE MATTER Georgia Zacharaki | Digital Account Director at Tempo OMD Hellas
  3. 3. For consumers everything will be mobile first (If it isn’t already) 3
  4. 4. The importance of ‘mobility’ is recognised by digital thought leaders 4
  5. 5. Mobile accounting for an increasing share of total internet time +130% +66 % +57% US +77% +47% Europe Source: Media Usage Morgan Stanley Asia Africa S. America +87% globally YoY
  6. 6. Mobile is predicted to become the primary point of internet access this year 2.000 Mobile users Desktopusers Smartphones 1.500 1.000 500 Global Device Sales Internet Users (mm) 2.500 PCs 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 0 2007 2008 Source: Morgan Stanley, Mary Meeker 2009 2010 2011 2012 2013 2014 2015
  7. 7. Mobile is already the second most used media channel 7
  8. 8. Greece outperform in Smartphone penetration 48% 80% Smartphone ownership 60% 40% 20% 0% UK Spain Italy Germany France Greece 44% Smartphone ownership in Europe SOURCE: Mediascope IAB Europe 8
  9. 9. Recession do not affect tablets penetration 8% of Greeks own a Tablet (vs. 9% in EU) Source : IAB Europe, Mediascope 9
  10. 10. Mobile internet users are a dynamic target with buying power 45% 55% Upper Middle Lower 145 100 61 1.800 (mean HH income) +8% vs. Total Population 24,9% 10,6% 8,6% Higher 131 Secondary 98 Primary 51 5,3% 15-17 18-24 25-34 35-44 45-54 54-64 idx Source : Focus Bari, Web ID 29,9% 20,8% 146 162 127 97 56 36 10
  11. 11. Today’s ‘Digital’ encompasses so much
  12. 12. and that changes everything!
  13. 13. New devices give rise to new behaviours Shared, or used at work Personal Semi-portable at best Taken everywhere Web and web search Web and web search, apps, social, location, NFC, ……. 13
  14. 14. New devices have changed consumer behaviours THE SAGE SOURCE: OMD Insights THE LOVER THE WIZARD
  15. 15. Understanding how different screens interact with our lives In our latest research we looked at the role of smartphones vs other devices and their influence across the consumer path to purchase OMD Insights 15
  16. 16. The Mobile Opportunity, personalised but scalable Communicate through a device that is personal in a way that is relevant to consumers context and makes them think you understand their needs and wants but do it at scale.
  17. 17. Mobile as an advertising channel
  18. 18. Mobile makes up 10% of digital spend SOURCE: IAB / Digital Adspend 2012
  19. 19. Unlock mobile opportunities Mobile offers advertisers rich opportunity but with a smaller margin for error ! 19
  20. 20. Majority of top 100 advertisers have a mobile optimized website 79% 73% 71% 70% 50% FMCG SOURCE: IAB / Mobile Optimization Study 2013 Retail Media Automotive Finance 36% Technology & Telecoms
  21. 21. Understanding the relationship between mobile and other channels is key 21
  22. 22. Mobile is effective at shifting brand metrics +40% in Purchase Consideration + 29% in Brand Favorability Source: Dynamic Logic
  23. 23. Mobile can be more effective than digital ! Source: Nielsen IAG, category (40 measured brands) 23
  24. 24. Mobile out-performs TV as well ! Source:TV Standard Ad Sourcs: Nielsen IAG
  25. 25. Mobile Thought Process 25
  26. 26. Stage 1: Understand your consumer What are my consumers using mobile devices to do? How does this vary by device / location / need-state? What are your consumers expecting from you in mobile? 26
  27. 27. Stage 2: Differentiate your business through mobile How are your competitors using mobile? Does mobile provide opportunity to offer new services? 27
  28. 28. Stage 3: Create a mobile strategy that Optimizes the role of different screens across the consumer journey Online advertising most effective for building awareness Mobile drives consideration and recommendation 28
  29. 29. Stage 4: Deliver an optimised mobile experience 29
  30. 30. 30
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