Andy Vogel: Integrate Mobile into a Broader Ad Campaign
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Andy Vogel: Integrate Mobile into a Broader Ad Campaign

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Explore the customer relationship management role that mobile can play as part of a broader advertising campaign and the mobile operator business transition from communications services to a more ...

Explore the customer relationship management role that mobile can play as part of a broader advertising campaign and the mobile operator business transition from communications services to a more holistic client service model. While it is now commonplace for billboards and television commercials to call on viewers to send a text to a short code, the growing popularity of location-based social networking services opens up the possibility of combining the mobile medium and the physical world in much more sophisticated ways

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  • The mobile phone far outstrips the reach of any other media channel in the world, it is the 7th mass-mediaThe mobile phone is a global media channelCompare and contract the numbers, mobile phone usage worldwide (4.6 billion phones, 3+ billion unique mobile subscribers), to that of other mass-market consumer products, like PCs or TVs. Point how fast the mobile phone has been adopted, in just 8 years, use grew from 1 billion to 4.6 billion users, by all accounts this is adoption rate far exceeds the adoption rates of all other consumer media channels (just think how long TVs have been in the market, 60 years). Mobile penetration is the highest in developed markets, largest areas of growth will come from developing markets. http://communities-dominate.blogs.com/brands/2010/11/preview-of-mobile-stats-to-end-of-year-2010-52-billion-subscribers-350m-people-got-their-first-phone.html2.3 Billion people have only one mobile phone account and phone (61% of all people who have a mobile)1.1 Billion people have two accounts (29%)350 Million people have three or more mobile accounts (9%)

Andy Vogel: Integrate Mobile into a Broader Ad Campaign Andy Vogel: Integrate Mobile into a Broader Ad Campaign Presentation Transcript

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  • Andy Vogel, SVP, Digital/Mobile
    Mobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.
    IAB Board for Mobile Center of Excellence
    Tribune:
    Top 6 ComScore in traffic with 8 daily newspapers, including the Chicago Tribune and Los Angeles Times, 23 broadcast stations, including #1 news in LA, NYC, and Chicago
    75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaigns
    Founder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at cars.com
    3
  • Top Takeaways
    4
    Smartphones a near-majority. Nearly 60% of mobile consumers now have them, up more than two-fold since 2009.
    Mobile video becoming mainstream. 39% of smartphone users say they regularly watch video on their phones. Only 11% of all mobile users said they watched mobile video in 2009
    Broad base of activity, Most 2009 mobile activities were of the obvious on-the go type – email, telephony, social media, gaming, and music. Today, a variety of 20+ activities show double-digit mobile usage.
    Mobile replacing the PC as the go-to device. Over 30% of mobile users prefer to get weather and listen to music on a phone instead of a computer. Tablet users prefer tablet to PC for video content on this platform.
    Industry standards are developing. The Mobile Marketing Assoc. and Interactive Advertising Bureau and Direct Marketing Assoc. are closely coordinating the release of advertising standards along with consumer best practices.
  • Big Winners: Tablets & Smartphones
    • Biggest current market. Strongest in younger demos, but broad installed base.
    • Evolving and relevant advertising platform
    • Multiple OS platforms with clear monetization distinctions
    • Preferred device for on-the-go activities such as weather, games, music, maps, and social networking
    • More male, younger, higher HH. Intenders skewing older
    • iPad is clear market share leader, few content consumption or monetization differences between platforms
    • Broad content consumption, but fewer “Killer Apps”
    • Tablet users view tablets as their preferred device for many types of content and information, including reading and video
  • The Big Picture: The Smartphone Has Become The Most Important Consumer Device
    I can’t live without my smartphone
    (83% overall, 85% Android & iPhone)
    I use my smartphone every day
    (88% overall, 91% Android, 89% iPhone)
    49%
    of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities
    Base: Total mention, N=4,000
    Q.1 Which of the following devices would you not be able to live without? Select all that apply.
    Base: Those who own/use devices;. Smartphone N=1,973; Cell Phone N=2,813; Wireless Tablet N=802; eReader N=833
    Q2A-D. About how often do you use the following devices?
  • Smartphone User: Skews Male and Tops in All Under 50 Demos
    Huge with 25-34s
    69% of that demo owns or uses a smartphone
    42% of White mobile consumers
    67% of AA mobile consumers
    65% of Hispanic mobile consumers
    Base: Smartphone user N=1,973
    QEA-D. Which best describes your ownership and/or usage of the following devices? I own a and use a smartphone or owned by someone else in home and I use a smartphone
  • Smartphone Rapidly Becoming like US - Intenders Skew Older and Female
    Rapid Transition
    Older demos moving quickly to smartphones and becoming a large addressable audience on the platform
    Base: Cellphone only, smartphone intenders
    Q1.1 Even if already owned, how likely is it that you or anyone in your household will purchase (for yourself) or receive one of the following within the next 12 months? Probably or definitely will purchase a smartphone
  • Tablet Data Highlights
    I’ve used a newspaper or magazine app
    (53%)
    Its my preferred device for reading
    (69% vs. PC, 58% vs. Newspaper, Magazine, or eReader)
    I ‘m happy with my tablet
    (77% top 2 box)
    I take it with me
    (42%)
    I share it
    (41%)
  • Tablet Takeaways
    • Exponential growth
    • In the early stages iOS seems to be the dominant player, but lower-priced Android devices now making a volume play
    • Print potential
    • Usability and enhanced features are driving consumers to show a clear tablet reading preference. Advertising is compelling and continuing to evolve
    • Monetizable platform
    • Nearly 80% of tablet owners have paid for an app
  • Industry Timeline:
    2G / GSMA
    (era of the hand phone)
    2001 2.5 / 3G introduced
    2004 mobile tops 1 billion
    2006 mobile tops 2 billion
    mobile tops 3 billion
    mobile tops 4 billion
    mobile tops 4.6 billion (4G introduced)
    2010 tops 5.3 billion
    Roughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010)
    Sources:
    - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php))
    - TVs: Nationmaster Website at October 8, 2009.
    - PCs: Forrester Research, June, 2007.’
    - Measuring the Information Society (2101). ITU.
    * CTIA 2011 and comSscore 2010
    The Ubiquity of Mobile
    3.75 Billion Unique
    North America:
    • 292 million mobile subscriptions
    • 235+ million unique users
    5+ Billion Other Devices
  • Mobile Advertising Delivery Mediums
    Apps
    Mobile Web
    SMS/MMS
    Mobile Video
    Different Ad Executions
    • Static/Animated/Rich Media Banners
    • Text Ads
    • Expandable Ad Units for iPhone and Android
    • Interstitials for iPhone and Android
    • Text Ads in SMS or MMS
    • Picture messaging in MMS
    • Pre-roll video
    • Post-roll video
    • Banner (Idle Screen)
    • Rich Media Ad Units (In App)
    • Static/Animated Banners
    • Text
    • Interstitials
    • Wallpapers
    • Interactive Ad Units
    Other Ad channels: Voice, Bluetooth, Search
    Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel
    /
    Ads Seen:
    Look for More Info On:
    Look for More Info On:
    40%
    76%
    58%
    37%
    69%
    37%
    37%
    62%
    57%
    33%
    53%
    84%
    Any Channel
    Future of Mobile Advertising, 2010
  • Mobile Ads More Effective vs Other Media
    14
  • Mobile Ad Campaign Effectiveness
    15
  • Mobile Web On the Rise
    Android OS
    Source: Sharma Consulting (2010)
    Apple OS
    Source: Sharma Consulting (2010)
  • 17
  • Strong Mobile Trends for Leading Social Companies
    18
    Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
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  • 1 in 3 mobile search queries have local intent
    Mobile Influenced Sales & Engagements
    Find local store hours
    Search near My Location
    Get driving directions
    Find friends nearby
    Browse What’s Near Me Now
    Call a local business
    Locate
    a business
    on maps
    Source: Kelsey Group as presented by Google, 2o11
    20
  • Upcoming Trends
    21
    Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • Upcoming Trends
    22
    Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • Upcoming Industry Standards
    MMA is in close coordination with IAB and DMA on joint standards creation
    1st pass advertising unit guidelines slated for January 2012
    MRAID (Mobile Rich Media Ad Interface Definitions) just released by Mobile Center of Excellence Board via IAB
    Consumer Best Practices via MMA
    Ad Serving Guidelines underway via Mobile Publishing Cmtevia MMA
    23
  • Appendix
    24
  • How To Approach Mobile Strategy
    Execute
    Validate Hypotheses
    Identify Goals
    Usage Behavior
    Content Strategy and Testing
    Platform Strategy
    Message Effectiveness
    Purchase Intent
    Consumer Attitudes
    Technology Adoption
    Distribution Paths
    Potential Partners
    Brand Building
    Consumer Engagement
    Promotion
    Direct Marketing
    Direct Sales
    Content Distribution
    Integrated Marketing/
    Communication Plan
    Content Development
    Content Optimization
    Ad Optimization
    Understanding how mobile fits in to your overall
    media and communication strategy is key
  • Will Google’s Dominance in Search Translate to Mobile?
    26
  • 27
  • Mobile Influenced Commerce
    28
    Source: Booz & Company, 2010
  • 1941 First Television Advertisement
    29
    Mobile Advertising has only existed for about 10 years