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The mobile necessity
 

The mobile necessity

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    The mobile necessity The mobile necessity Presentation Transcript

    • The Mobile Necessity
      Anh Ta
      IPG Emerging Media Lab
      July 7th, 2010
    • “They have internet on computers now?” – Homer Simpson
    • Convergence
    • Users
    • Reach
    • Advertisers
      Mobile advertising has 5x better ROI than online advertising
      Mobile coupons are redeemed at a 5% to 20% rate, compared with about 1% for print coupons
      Mobile offers additional data:
      Handset
      Carrier
      Geo-targets
    • Channels
    • Useful or Fun
    • Audience
      89% Households <$100k
      Households ≥$100k
      Walmart Moms
      Affluent Moms
    • Handset Targeting
      Smartphones make up only 9% of subscribers
    • Usage
    • Recommendations
      Mobile coupons
      SMS short codes
      Mobile banners
      Mobile WAP website
    • Conclusion
      Superior targeting metrics means better ROI.
      Mobile content is a “Trade” proposition – has to have utility or entertainment value to build trust.
      Consumers are multi-screen audiences on the move. Mobile marketing is essential and requires a long-term strategy.
    • References
      “Three Screen Report.” Nielsen, 1st Quarter, 2010. http://blog.nielsen.com/nielsenwire/online_mobile/what-consumers-watch-nielsens-q1-2010-three-screen-report/
      “To Mobile or Not to Mobile.” Nielsen, September 15, 2009. http://en-us.nielsen.com/content/nielsen/en_us/report_forms/webinar_to_mobile.html
      “Go Mobile, Grow …” IBM Institute for Business Value, 2008. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03051-usen-03_gomobile.pdf
      “The State of Mobile: US Webinar.” comScore, June 8, 2010. http://www2.comscore.com
      “Target puts mobile coupons on costumers’ cellphones.” USA Today, March 11, 2010. http://www.usatoday.com/money/industries/retail/2010-03-09-targetcoupons09_ST_N.htm
      ‘Walmart Moms: Economically Squeezed & “Up-for-Grabs” This November.’ Momentum Analysis, June 22, 2010. http://www.politico.com/static/PPM136_100621_walmart_presentation.html
      “Mobile Marketer’s Classic Guide to Mobile Advertising.” Mobile Marketer, August 14, 2009. http://www.mobilemarketer.com/cms/lib/1617.pdf
      “New InsightExpress Research Reveals Impact of Mobile Advertising.” InsightExpress, February 4th, 2010. http://www.insightexpress.com/release.asp?aid=445