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ClickZ Live in SF - Mobile Advertising in the Marketing Mix for AT&T

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Presentation from ClickZ Live keynote outlining the case for mobile advertising in a marketing mix. Based on real insights.

Presentation from ClickZ Live keynote outlining the case for mobile advertising in a marketing mix. Based on real insights.

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  • The world is full of speculation in terms of what’s coming and what’s here.

  • History shows a lot of examples where technology has (indeed) created some fantastic, once in a life opportunities….
    Some of these innovation waves were so big that you didn’t need to be Rockefeller to profit from them

    All you need is to be “Henry Flagler” (or Vassilis Bakopoulos, but not Rockefeler) i.e. know one knows Mr Flager, but he managed to turn his $100,000 fee into an estate worth $75 million ($1.7 billion today) in 1913, just by investing in John D. Rockefeller’s business

    That’s an ROI of 707x
  • Probably the biggest wave in our lifetime. Bigger than plastics 
    But let me tell you why the timing is right for mobile
  • Why the time is now?
    3 reasons:
    Massive shift in consumer behavior
    Marketing is getting on board
    Mobile is not just a new channel. Offers a unique USP compared to everything else
  • So they plan to invest more next year, ACROSS THE BOARD
  • It’s not just the amount of time we spend though. It’s about what we do with it. And it’s really personal…

    You can be a celebrity or an average Joe, but you still feel the need for a selfie….
    In the end mobile empowers us to do more/new things and do these things better.
    That’s not only because my smartphone is a powerful computer, but because for the first time, technology in NOT TECHNICAL so I can really use it.
    That’s why we love our phones, we do really cool S#$%# with them and there is nothing stopping this.

  • For advertising alone, this is a 30 billion $$ opportunity according to M Meeker.
  • So this brings us to a very interesting point.
    Mobile is growing, everyone is convinced but there is
  • Priority #1 is to make these guys as happy as possible. They will pay you back.
  • And we have the right insights for Mobile. Here is how to use them

  • How can we help you?
  • Transcript

    • 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Driving Success in Today’s Dynamic Mobile Market Greg Stuart Mobile Marketing Association Global CEO
    • 2. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive
    • 3. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive What Do You Mean, You Don’t Spend Big In Mobile Yet? Do You Not Care About Your Business or Career? Finally, We Know For Sure – Proof that Mobile Advertising Does Deserve a Place in the Marketing Mix 3
    • 4. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive This man earned an ROI of 707x Henry Flagler http://en.wikipedia.org/wiki/Henry_Flagler
    • 5. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive What Should You Have Invested In? 1. Amazon 2. eBay 3. Google 4. Yahoo 5
    • 6. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive What if You’d Invested $1,000 in These IPOs? * 11/04/2013 ** Adjusted splits and dividends. Values have been rounded Source: Statista, Yahoo! Finance Now* $239,045 Now* $68,638 Now* $61,052 Now* $12,072 $1000 05/15/1997 $1000 9/24/1998 $1000 04/12/1996 $1000 08/19/2004
    • 7. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive History Has a Lot of Opportunities 7
    • 8. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Today’s is: Mobile
    • 9. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 9
    • 10. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Mobile For Sure Can Change the World 10
    • 11. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive But is the Time Right? Is Mobile Here and Now?
    • 12. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Let’s Look at the Core Components 3. Mobile USP 1. Consumer Behavior 2. Marketer Adoption
    • 13. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Everyone (nearly) Has a Phone 16% 20% 24% 28% 31% 34% 68.4% 27.1% 22.5% 15.9% 12.3% 9.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% - 1.00 2.00 3.00 4.00 5.00 6.00 2012 2013 2014 2015 2016 2017 TotalWorldwidePopulation- Billions Feature Phones Smartphone Users Smartphone % of Pop. Smartphone % Change 13
    • 14. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Massive Shift In Consumer Behavior 14 11% 6% 8% 23% 18% 14% 19% 17% 16% 37% 38% 25% 0% 10% 20% 30% 40% North America South America Europe Asia Africa Global %ofPageViewsComing FromMobileDevices Mobile Usage as % of Web Usage, by Region, 5/14 May-13 Mobile Usage = Continues to Rise Rapidly @ 25% of Total Web Usage vs. 14% of Y/Y Source: KPCB, StatCounter, 5/14
    • 15. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Yes, We Are Using Our Phones 15
    • 16. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 76% Marketers agree that mobile is the closest you can get to the consumer 68% Marketers agree that mobile is the best way to transform your business model 72% Marketers agree that mobile is the best way to build ROI 80% Marketers agree that mobile is a way to improve your career But Are Marketers Ready 16Marketers see mobile as a GAME CHANGER… Source: MMA
    • 17. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Marketers plan to invest more in mobile next year 17 Q2c.ThinkingabouttheYEAR AHEAD,isyourcompany planningtoinvestmore,the sameorlessineachofthe followingareas,comparedto thisyear? Source: MMA 61% Consultants & agencies working on mobile strategy 61% Data & analytics for mobile 68% Mobile Advertising 67% Asset creation for mobile $
    • 18. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive But Does Mobile Play a Unique Role? 18
    • 19. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive First, Powerfully Unique Positioning: The Closest You Can Get to Your Consumer
    • 20. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive That USP is Supported by High Value Personalization Pervasiveness Proximity
    • 21. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Aspiration without Allocation Is Meaningless B. Bonin Bough Mondelez International
    • 22. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive And Marketers are NOT Ready It’s the Knowing Vs. Doing Gap * 46% 47% 0% 10% 20% 30% 40% 50% Tight budgets/ We can’t afford to decrease spending in other channels Difficulty to measure impact of mobile and compare to other channels 22* http://www.businessweek.com/chapter/pfeffer.htm
    • 23. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive The Answer? Mobile needs a compelling, fact-based, irrefutable analysis for marketers on the ROI value of mobile to THEIR business goals
    • 24. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive That is: (Smart Mobile Cross Marketing Effectiveness Studies)
    • 25. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive First, Thank YOU! http:/// PartnersSupporters
    • 26. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Insights Are On Their Way U.S., UK, Turkey, China, Brazil
    • 27. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 1st Case Study: AT&T – New Device Launch
    • 28. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive AT&T Campaign Details MEASUREMENT PARAMETERS Target Data Collection 18+ 9/17/13-10/28/13 KEY KPI / GOAL Build Awareness for the new device offering from AT&T Awareness Consideration/I mage Purchase CAMPAIGN MARKETING MIX TV: 92% PRINT: 1% ONLINE: 5% MOBILE : 1%
    • 29. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Mobile delivered 2x impact /dollar vs. TV National TV Online Desktop Print Mobile 20M 15M 10M 5M 0 TotalImpactDue toExposure (MillionPeople) People Impacted: Device Awareness PeopleImpacted perDollar Efficiency (Impact/$): Device Awareness 7 6 5 4 3 2 1 0
    • 30. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Shifting $ to Mobile will impact more people with the same Budget SPEND TO IMPACT RESPONSE BY MEDIA: AWARENESS OF NEW DEVICE TotalPeopleImpacted (Millions) 12,000 10,000 8,000 6,000 4,000 2,000 Spend TV MOBILE PRINT DIGITAL TV MOBILE PRINT DIGITAL
    • 31. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Therefore, optimal mobile is 16% ACTUAL BUDGET TotalPeopleImpacted (Millions) OPTIMIZED BUDGET ( BASED ON AWARENESS) = = = = National TV Print Online Desktop Mobile 1% 5% 1% 93% 16% 5% 8% 72%
    • 32. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive The Actual Impact * Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV * Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV Mobile Online Desktop Print National TV Total PEOPLE IMPACTED (WITH CURRENT SPEND) 18.9 M .7 M 1.1 M .5 M UPSIDE POTENTIAL PEOPLE IMPACTED (OPTIMIZED SPEND) .3 M -1.9 M 3.7 M 3.6 M 5.7 M+ 27%
    • 33. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 33 By reallocating spend to mobile, there is an incremental potential of 2.5 million people or +12%! That’s almost the equivalent of the population of Chicago! Same Budget Better Results
    • 34. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 34
    • 35. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive The box ad displayed the product more clearly & increased impact by 2.5x 0% 2% 4% 6% 8% 0 3 6 9 12 15Frequency %ImpactAmong Exposed Banner Size B Banner Size A Frequency to Impact Response: Ad Size 2.5x Banner Ad Size A - Box Banner Ad Size B - Row
    • 36. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Mobile was more effective at driving awareness among men 0% 4% 8% 12% 16% 20% 0 2 4 6 8 10 Mobile - Males Mobile - Average Frequency to Impact Response: Demographic Targets Frequency %ImpactAmong Exposed Mobile had 70% more impact among Males
    • 37. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive So, What’s The Future Look Like? 37
    • 38. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Really, To Summarize Insights Mobile Optimization in mix is 11% or 16% in first two studies: 1. Increased QSR +5.5% (Purchase Intent) 2. AT&T/MotoX Awareness +12% (Awareness) 1. Targeting men heavier would have increased performance in both 2. So would getting rid of lower performing ads (+2.5X vs. 2X) in both 3. For QSR, targeting lunchtime improved Mobile only performance by 3X!!! 38
    • 39. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive But Will SMoX Make a Difference? 1.0 1.2 1.5 1.8 2.2x1.0 2.0 8.1 20.3 32.8x 1.0 2.5 5.0 10.4 18.6x 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2002 2003 2004 2005 2006 X Increase in Internet Spending from Base For 7 Brands that Conducted XMOS Studies Total Online Spending Average XMOS Brands
    • 40. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive How to Capitalize on SMoX Are you a Major Marketer? • Want to do a SMoX Study – See me • Want us to present to your staff – See me Are you a Major Agency? • Want us to present to your staff – See me Everyone? • Want to find out how to be successful in Mobile – See me 40 greg@mmaglobal.com +1 631 702 0682
    • 41. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive Thank You Let’s Go Find Some Oil!
    • 42. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive INDUSTRY OUTREACH 1. Insights used in Sales materials (Phase 1,2,3) 2. Sales training in publisher’s offices as selected by publisher. (Phase 1,2,3) 3. Presentation of results in person at publishers’ clients or agency gatherings (Phase 1,2,3) 4. Welcome remarks in Roadshows (Platinum) (Phase 2, 3) 1. ANA /AAAA events and other initiatives (Phase 1,2,3) 2. Research events ARF, ESOMAR, I-COM (Phase 2,3) 3. Cannes and other events (Phase 1, 2, 3) 4.Agency/Marketer lunches (Phase 2,3) 1. Materials related to SMoX including press releases, presentations, case studies, MMA Website (Phase 1,2,3) 2. Webinars Sales and marketing teams to participate (Phase 1,2,3) 3. MMA Conferences including MMA Forums, CEO and CMO Summits (Phase 1,2,3) 4. RoadShow events in up to 4-6 cities inviting approximately 50 to 200 marketers and agencies to preview study results. (Phase 2) SMoX Magnify MMA Roll Out Next 18 Months
    • 43. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive
    • 44. @twitterhandle August 11–14, 2014 | #CZLSF | @ClickZLive 1. Mobile delivered nearly 2x the impact /dollar spent compared to TV 0 5 10 15 20 National TV Online Desktop Print Mobile TotalImpactduetoExposure(MM people) People Impacted: Device Awareness Efficiency (Impact/$): Device Awareness