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Mobile in the Mix
Jeremy Wacksman – VP Marketing & Mobile
@jwacksman
Nearly 64 Million Monthly Unique Users
Total Zillow Inc Visitors
70,000,000

60,000,000

50,000,000

40,000,000

30,000,00...
25 apps
across every major platform
3x 321M 60%

Higher contact
rate than desktop

Homes viewed on
mobile
in Aug 2013

of ALL
Traffic
40%

Daily Usage
PC

30%

Phone

Tablet

20%
10%
0%
-10%
-20%

-30%
-40%
Sun

Mon

Tue

Wed

Thu

Fri

Sat
Hourly Usage
Tablet

Phone

12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 ...
150x

44%

# of times people check their
phone every day

of people admit they
have slept with their
phones

Source: AdTru...
Name of presentation | 10
New World Order…
Product as Marketing
Mobile can be measured

Internal, Integrated BI
Identifier:
Browser Cookie?
UDID?
MAC Address?
Apple ID for Ads?
Digital F...
Demand data beyond the download
Mobile Acquisition
Attributable

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

Not-Attributable
...
Mobile can be measured
Conversions by iOS Cohort
Aug-12

Cost per Conversion

Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Ma...
Mobile must be optimized

Network A
Network B
Network C
Network D

Dozens of
X
Ad Networks

Multiple
Devices

X

Multiple
...
Mobile must be optimized

National
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
All

Morning
1.45
1.01
1.42
0....
1. Product = Marketing
2. What is your ‘mobile owned’ media doing?
3. Mobile can be measured

4. Mobile must be optimized
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
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XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

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Zillow's Jeremy Wacksman takes us through exactly where Zillow has found Mobile wins, and his strategy leading up to today and where he’s going with Mobile next year.

Published in: Technology, Business
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  • Transcript of "XCMO 2013: The Expanding Role of Mobile in the Marketing Mix"

    1. 1. Mobile in the Mix Jeremy Wacksman – VP Marketing & Mobile @jwacksman
    2. 2. Nearly 64 Million Monthly Unique Users Total Zillow Inc Visitors 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0
    3. 3. 25 apps across every major platform
    4. 4. 3x 321M 60% Higher contact rate than desktop Homes viewed on mobile in Aug 2013 of ALL Traffic
    5. 5. 40% Daily Usage PC 30% Phone Tablet 20% 10% 0% -10% -20% -30% -40% Sun Mon Tue Wed Thu Fri Sat
    6. 6. Hourly Usage Tablet Phone 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM
    7. 7. 150x 44% # of times people check their phone every day of people admit they have slept with their phones Source: AdTruth
    8. 8. Name of presentation | 10
    9. 9. New World Order…
    10. 10. Product as Marketing
    11. 11. Mobile can be measured Internal, Integrated BI Identifier: Browser Cookie? UDID? MAC Address? Apple ID for Ads? Digital Fingerprint?
    12. 12. Demand data beyond the download Mobile Acquisition Attributable Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Not-Attributable Mar-13 Apr-13 May-13 Jun-13 Jul-13
    13. 13. Mobile can be measured Conversions by iOS Cohort Aug-12 Cost per Conversion Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 0 1 2 3 4 5 6 7 Months of Fill 8 9 10 11 12
    14. 14. Mobile must be optimized Network A Network B Network C Network D Dozens of X Ad Networks Multiple Devices X Multiple Formats X Multiple Messages
    15. 15. Mobile must be optimized National Monday Tuesday Wednesday Thursday Friday Saturday Sunday All Morning 1.45 1.01 1.42 0.04 1.38 0.53 0.25 0.76 Daytime 1.65 1.27 0.38 0.12 0.89 0.41 0.60 0.78 Early_Fringe 1.91 1.45 0.17 3.02 1.54 0.49 1.32 1.34 Prime 0.22 0.51 1.17 2.05 0.75 2.38 1.57 1.39 Latenight 0.38 1.28 2.47 0.60 0.89 1.89 1.86 1.33 Overnight 0.39 0.48 0.39 0.18 0.55 0.29 0.40 0.40
    16. 16. 1. Product = Marketing 2. What is your ‘mobile owned’ media doing? 3. Mobile can be measured 4. Mobile must be optimized
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