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Wireless Industry Insights: Devices and Carriers
 

Wireless Industry Insights: Devices and Carriers

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Key factors to consider for your marketing message this fall

Key factors to consider for your marketing message this fall

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  • http://www.pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Methods/About-this-study.aspx
  • http://mashable.com/2012/09/20/qualcomm-smartphone-study/
  • Across all age groups, 11 percent of respondents said they had switched mobile providers because they were dissatisfied with their former provider’s customer service. This was the second most common reason, trailing only that their new mobile provider offered better pricing or discounts (16 percent). Customer service dissatisfaction was also cited more often than dissatisfaction with their former provider’s network coverage (8 percent) or lack of availability of a particular phone or device (5 percent). • Younger consumers tend to jump around more frequently from one mobile provider to the next. 30 percent of respondents ages 18 to 34 have purchased mobile services from two or more providers in the past five years. By comparison, 22 percent of those ages 35 to 54 and 19 percent of those ages 55 and older have used multiple providers. • 20 percent of consumers ages 18 to 34 said they are likely to leave their current mobile provider in the next 12 months. In comparison, just 14 percent of those 35 to 54 and 13 percent of those ages 55 and older are likely to leave. http://www.jdpower.com/content/press-release/8QTU2QQ/2013-u-s-wireless-customer-care-full-service-performance-study-volume-2-and-2013-u-s-wireless-customer-care-non-contract-performance-study-volume-2.htm
  • http://www.fiercewireless.com/story/18-americans-would-sign-handset-upgrade-plan-according-survey/2013-07-29#ixzz2b2wWpvp1
  • Whether it is a searcher’s intent to research, read review, go to compare prices, or buy a device, this study helps in determining the optimal seasonal strategy around a new device launch. It should help in taking the already existing demand on Yahoo Bing properties so that you can connect our searcher to your product or site experience when they look for a particular device… and when the seasonal demand is high, you can make sure your brand is fully utilizing your paid search dollars to make best use of it. The study looked at the top keywords used by searchers to look up highly anticipated devices, the trends in demand indicated by surges in search, and what happens to the demand of previous devices based on searches of previous models during these times. The list of keywords was then taken to determine how some of the top advertisers on our network utilized the available consumer demand. Concept & Methodology – What we are trying to accomplish and why the advertiser should consider..Launch Observations – Supply and Demand (SRPVs, Impressions, Clicks, CPC, CTR)Expose seasonal trends and call out interesting behavior (i.e. SRPV spike prior to demand click acknowledgement, time and amount of CPC increase to capitalize on new supply – i.e. CPCs went from.25 to 1.50 overnight, etc)Advertiser Past Performance – Top Term Competitive SOV during launch periodMissed opportunities acknowledgement and reasons for loss (budget, bids, copy, etc)Actions/ Recommendations:Advanced Forecasting analysisPast performance relative to launchClick opportunity size – addressable opportunityHigh, Medium, Low estimates to capitalize on anticipated supplyQualitative best practices (when to set budgets and bids, how much, insure bidding tools are ready to react, etc)
  • Top 15 Keywords:Iphone 5Iphoneapple iphone 5Iphone 5 priceiphone 5 september 2012sprint iphone 5iphone 5 featuresverizon iphone 5new iphone 5iphone 5 specsverizon iphonetmobile iphoneatt iphone 5new iphone 5 2012iphone 5 announcement
  • http://www.huffingtonpost.com/2012/08/10/iphone-4s-price-drop_n_1763995.htmlhttp://www.theverge.com/2012/9/12/3319198/apple-iphone-4-4s-price-drop-3gs-discontinued
  • SCRIPT: “With ever increasing and evolving digital advertising options, I know it’s difficult to know how and where to spend your precious advertising dollars.  And although most advertisers are familiar with the large audience that Google provides, they often don’t have time to research and decide on other channels to maximize their advertising spend and that’s why we’re providing more information about our audience and how it can help drive demand for your products or services.   As of June 2013 comScore reports that the Yahoo! Bing Network audience delivered 5.6B searches, 163M unique searchers (meaning unduplicated audience between Yahoo! and Bing) in the US and 29% search market share.  Out of the 163M unique searchers on the Yahoo! Bing Network, 54M exclusively use the Yahoo! Bing Network and are not reached on Google; that’s roughly the population of Illinois and California; an audience that’s left on the table if you’re only using Google.   The last two data points on this slide align with what we commonly hear from advertisers who properly optimize their campaigns with us.  comScore tracks a metric called BPI – which stands for Buying Power Index.  This metric indexes the likelihood of a particular group to make purchases as compared to the general population.  We’ve taken this index and compared it to Google’s to see how we stack up.  For our total audience - the 163M unique searchers - they are almost 6% more likely to spend more than Google searchers.  However, remember the population of Illinois and California that cannot be reached on Google?  That audience of 54M that exclusively uses the Yahoo! Bing Network, spends 18% more than Google searchers.  And this is the value we can provide to your business, 163M searchers and 54M exclusive searchers that spend even more.”
  • Kenshoo (Q1 2013)CPC flat YoY but spend was up 35% YoY, with click volume up 38% YoY, ctr up from 1.48% to 1.92%I1 Digital Marketing Report- “Again Yahoo! Bing had a larger YoY increase in Q1 spend with an 11% rise, compared to Google’s slight decrease in spend of 1% (it is important to point out that Yahoo! Bing’s growth is off a smaller base).Over the past 12 months Bing Ads has evolved to meet advertiser top asksFrom a FEATURE perspective (usability, actionable insights, improved targeting, new markets)We know in addition to giving you more volume, we have to also be delivering quality traffic. The efforts to improve the platform, provide new ad formats and focus on quality partnerships have all helped to increase performance. We’re hearing from our partners that its more efficient and effective to invest on the Yahoo! Bing NetworkTake a look at a few quotes from recent report from key SEM technology providersKenshoo Ignition One (Q1 2013)*YAHOO! BING NETWORK CONTINUES TO INCH AHEAD – Yahoo! Bing continued to increase their growth and improved their US market share slightly to 24.4%.*Yahoo! Bing had a larger YoY increase in Q1 spend with an 11% rise, compared to Google’s slight decrease in spend of 1%*While paid search and PLAs are often running on the same page competing for one click, there is minimal cannibalization. While we did see a slight decrease in paid search clicks as PLA investment increased, that effect was much smaller than the synergy of paid search investment and PLA revenue.  RKG (Q1 2013)*Bing Ads search spending increased 48% Y/Y as the engine continued to deliver strong impression growth on expanded keyword to query matching. Ad clicks rose 44% while CPCs increased 2%.*Mobile generated 28% of Google clicks, but just 16% of clicks for Bing Ads. On devices where they were the default search provider, each engine held a relative advantage*Google Product Listing Ads generated 33% of Google non-brand spend among RKG’s retail-leaning client sample. PLA CPCs edged up relative to text ads.*Non-brand spending on Bing increased 53% Y/Y in Q1. Clicks increased 46% and CPCs rose 5%. Even though increased broad-matching is driving traffic volume gains, ROI was on par with Q1 2012, falling just 4%*Brand queries remained significantly more expensive on Bing in Q1. Google brand CPCs were just under half those for Bing.