Presentation to OOH Industry on the Mobile Opportunity

1,286 views

Published on

This was a presentation for a keynote at that OAAA & TAB conference for the Outdoor Board (OOH) industry in April 2014. Basically outlines the monster opportunity that Mobile is and is for Local Marketers and that they are on best positioned to capitalize on that opportunity.
Full presentation video is here. https://www.youtube.com/watch?v=IHZnz6ljF8w

Published in: Mobile
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
1,286
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
42
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide
  • The Future is NowLets demystify they future.
  • The Future is NowLets demystify they future.
  • Daily time spent in mobile apps has now surpassed web consumption. The average user now spends 9% more time using mobile apps than the Internet. In June users spent an average of 81 minutes daily on mobile apps, compared to 74 minutes on the web.Flurry says that that growth is a result of more sessions during the day per user, as opposed to an increase in session length. Users are checking Twitter and Foursquare more often as opposed to spending more time in the apps in any given session.Flurry tracked 85,000 apps; Games and Social Networking categories dominate, capturing 47 percent and 32 percent on consumer time spent daily, respectively. Combined, these two categories control 79 percent of consumers’ total app time. Time spent on news apps follows with 9 percent share, with entertainment capturing a 7 percent share.
  • The average consumer looks at their phone 150 x a day.365 days a year (1)68% Americans place their mobile next to their bed while sleeping at night(2) 29% Americans look at phone first and last thing in the day(2)82% never leave home without it.(3)36% of people across the world (42% of Americans) say they 'cannot live without' their cell phone.(3)
  • Presentation to OOH Industry on the Mobile Opportunity

    1. 1. Twitter.com/gregstuart 1 How Mobile is Changing the Game Greg Stuart Global CEO Mobile Marketing Association greg@mmaglobal.com +1 631 702 0682
    2. 2. Twitter.com/gregstuart 2 If you are Expert on Local, then Where is More Opportunity More musings on the Mobile Marketing Opportunity for OOH Industry Greg Stuart Global CEO Mobile Marketing Association greg@mmaglobal.com +1 631 702 0682
    3. 3. Twitter.com/gregstuart 3 The MMA and it’s Members 700+ Marketers, Agencies, Media Sellers, Tech, Operators Globally
    4. 4. Twitter.com/gregstuart 4 The Only Constant is Change
    5. 5. Twitter.com/gregstuart 5 $5.90 $6.10 $6.40 $6.70 $6.90 $0 $2 $4 $6 $8 $10 $12 2009 2010 2011 2012 2013 2014 2015 2016 $Billions OOH Ad Spend Mobile Ad Spend Source: OAAA and eMarketer US Mobile Ad Spend, Jan 2012 US Mobile Ad Spend and OOH Ad Spend
    6. 6. Twitter.com/gregstuart 6 $5.90 $6.10 $6.40 $6.70 $6.90 $1.45 $2.61 $4.31 $6.46 $8.66 $10.83 $0 $2 $4 $6 $8 $10 $12 2009 2010 2011 2012 2013 2014 2015 2016 $Billions OOH Ad Spend Mobile Ad Spend Source: OAAA and eMarketer US Mobile Ad Spend, Jan 2012 US Mobile Ad Spend and OOH Ad Spend
    7. 7. Twitter.com/gregstuart 7
    8. 8. Twitter.com/gregstuart 8
    9. 9. Twitter.com/gregstuart 9 THREE THINGS TO DO TODAY 1. Local Marketers View of Mobile 2. MMA’s Perspective on Mobile For Marketers 3. The Mobile Opportunity for Local Media Sellers
    10. 10. Twitter.com/gregstuart 10 QUICK STATE OF MOBILE FOR LOCAL MARKETERS
    11. 11. Twitter.com/gregstuart 11 Retailers Perceived Value Of Smartphones in Driving Traffic to Store 20% 31% 50% - Valuable to Drive Traffic 45% 56% 37% 35% 13% 13% 2010 2011 2013 Lot of value Some value No value Source: Retail Systems Research (RSR), “The 21st Century Store: The Search for Relevance” June 2011 & The Relevant Store in the Digital Age 2013 in 2013, 87% of retailers see value in smartphones’ ability
    12. 12. Twitter.com/gregstuart 12 17% 15% 18% 19% 16% 23% 20% 26% 19% 18% 18% 60% 54% 36% 35% 34% 33% 31% 29% 20% 19% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Website Facebook Page Google Landing Page Twitter LinkedIn Video On YouTube Mobile Website Other Social Media Pinterest Instagram Don't Have, But Likely To Add Within 12 Months Currently Have Source: BIA/Kelsey Percent Of SMBs With A Presence On Different Digital Channels July 2013, U.S
    13. 13. Twitter.com/gregstuart 13 AS I’VE SAID… Mobile is the Missing Piece to Local 13 Mobile Marketing Association
    14. 14. Twitter.com/gregstuart 14 National Local $0 $2 $4 $6 $8 $10 $12 $14 $16 $18 2012 2013 2014 2015 2016 2017 TotalMobileAdSpendInUSD(Billions) National Local Local Mobile Ad Spend Will Overtake National Mobile Spend By 2017 Source: BIA/Kelsey, April 2013
    15. 15. Twitter.com/gregstuart 15 “We Hired A Guy” Musings on the Mobile Marketing Opportunity for Publishers Borrell Online Advertising Conference New York City March 3rd 2011 15
    16. 16. Twitter.com/gregstuart 16 MMA’S PERSPECTIVE ON MOBILE FOR MARKETERS
    17. 17. Twitter.com/gregstuart 17 Consumer Adoption of Mobile Devices is Astonishing Smartphones Tablets 0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000 3,500,000,000 4,000,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E PersonalComputers Global Internet Device Sales Source: Gartner, IDC, and Strategy Analytics, BI Intelligence Estimates Dec 2013
    18. 18. Twitter.com/gregstuart 18 Proliferation of App Usage Makes Mobile a Medium App Usage is Double vs. 2-Years Ago Sources: comScore, Alexa, Flurry Analytics 70 72 7066 94 127 162 168 168 0 20 40 60 80 100 120 140 160 180 Dec 2010. Dec 2011. Dec 2012. AverageMinutesPerDay U.S Web vs. App vs. TV Consumption , Minutes per day Web Browsing Mobile Applications Television Apps Apps Apps TV TV TV
    19. 19. Twitter.com/gregstuart 19 45% 25% 17% 4% 9% 7% 44% 26% 16% 6% 8% 8% 43% 26% 15% 9% 7% 7% 42% 26% 14% 12% 6% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% TV Online Radio Mobile Print Other PercentofTotalMediaTimeSpent U.S. Media Consumption Share 2009 2010 2011 2012 Tripled Since 2009 Source: eMarketer, October 2012 Truth is, Phones Are a Media Channel Mobile
    20. 20. Twitter.com/gregstuart 20 Never Leave Home w/o Phone But It’s a Medium with Ubiquity (both in the house house out)
    21. 21. Twitter.com/gregstuart 21 21 Average each Day And a Medium with Pervasiveness
    22. 22. Twitter.com/gregstuart 22 22
    23. 23. Twitter.com/gregstuart 23 And, Mobile has a Number of Unique Advantages 1. Mobile is Personal (one person per phone) 2. Mobile is Pervasive (everywhere, all the time) 3. Mobile has Proximity (tracking location) Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.0682
    24. 24. Twitter.com/gregstuart 24 Role of Mobile in a Mix: Nothing brings marketers closer to consumers than mobile. Nothing. Mobile Marketing Association
    25. 25. Twitter.com/gregstuart 25 The Change In Media Habits Suggests the Need for a Change in Media Mix Based on Algebraic Analysis Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
    26. 26. Twitter.com/gregstuart 26 Ad for Charity 26 • Add video here for Microloan
    27. 27. Twitter.com/gregstuart 27 MOBILE OPPORTUNITY FOR LOCAL MEDIA
    28. 28. Twitter.com/gregstuart 28
    29. 29. Twitter.com/gregstuart 29 Three Thoughts For Local Media 1. Local Media [Sales] Can [Should] Lead 2. Lots of Opportunities to Innovate [and Educate] 3. If it’s really about personalization and proximity…Must get Scale
    30. 30. Twitter.com/gregstuart 30 1.Publishers CAN Improve Ad Effectiveness in Digital Low High 1. Cut out International impressions 18% to 43% 2. Manage Frequency 50% to 70% 3. Capitalize on Time of Day/DoW 10% to 15% 4. Ad Size matters 20% to 54% 5. Page Placement really matters 6% to 350% 6. Creative is “mission critical” 0% to 400% Total Gain Possible: 0% 2910% Insights from the What Sticks Research
    31. 31. Twitter.com/gregstuart 31
    32. 32. Twitter.com/gregstuart 32 Asked To Speak on Future of Mobile 32 Impact on Pricing Beacons
    33. 33. Twitter.com/gregstuart 33 slide titleI Get It. Change is Hard
    34. 34. Twitter.com/gregstuart 34 Take out a pen and put it in your left hand. Now, write the thing you know the best; your name
    35. 35. Twitter.com/gregstuart 35 % of Time Spent in Media vs. % of Advertising Spending, USA 2012 Note: Note: *Internet advertising reached $37B in USA in 2012 per IAB, Mobile advertising reached $4B per eMarketer. Print includes newspaper and magazine. $20B opportunity calculated assuming Internet and Mobile ad spend share equal their respective time spent share. Source: Time spent and ad spend share data based on eMarketer (adjusted to exclude outdoors / classified media spend), 12/12. 6% 14% 42% 26% 12% 23% 10% 43% 22% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Print Radio TV Internet Mobile Time Spent Ad Spend Internet Ad =$37B* Mobile Ad =$4B* ~$20 B opportunity in USA %ofTotalMediaConsumptionTimeor AdvertisingSpending 35
    36. 36. Twitter.com/gregstuart 36 2.Lots of Opportunity to Innovate Mobile includes: 1. Constant opportunity to connect and drive to local store, etc. 2. Lots & lots of tools/techniques to support an advertiser 3. More sensors and smarts than you can shake a stick at And more…
    37. 37. Twitter.com/gregstuart 37 mobile advertising traditional advertising activation sponsorship activation consumer promotion activation mobile incentives & coupons in-store mobile marketing VIP/rewards program mobile database marketing DIGITAL TOUCHPOINTS OFFLINE TOUCHPOINTS Path to Purchase is the New Model Opt-in AWARENESS ENGAGEMENT TRANSACTION LOYALTY App promo Augmented reality QR codes Mobile Coupons Mobile wallet Social integration Print Signage In-store Rewards Source: Vibes, 2012
    38. 38. Twitter.com/gregstuart 38 Phones/Apps Are Still Getting Even Smarter
    39. 39. Twitter.com/gregstuart 39
    40. 40. Twitter.com/gregstuart 40 3. Scale, Scale, Scale Location, Location, Location! Targeting Opens up a Whole New Set of Customers who don’t want to TARGET the whole DMA
    41. 41. Twitter.com/gregstuart 41
    42. 42. Twitter.com/gregstuart 42 In the End We Know that Mobile is Coming. It’s Getting BIG. And it is Tailor Made for Local
    43. 43. Twitter.com/gregstuart 43 Join Our Community - MMA Events 2014MMA Events are great networking, education and leadership opportunities: MMA Forums – NY Forum – May 6-7, 2014 – Singapore Forum – May 22, 2014 – Cannes Lions – Jun 16-22, 2014 – CEO & CMO Summit – July 13-15, 2014 (Hilton Head) – Brazil Forum – August 26-27, 2014 – SM2 Innovations – September 30+, 2014 (New York) – India Forum – September 2014 – London Forum – November 2014 – Vietnam Forum – November 2014 More coming http://www.mmaglobal.com/events/forums 43
    44. 44. Twitter.com/gregstuart 44 greg@mmaglobal.com +1 631 702 0682 thank you! Thank You
    45. 45. Twitter.com/gregstuart 45 What MMA is Doing to Help Local Mobile 1. Location Committee – will be exploring numerous aspects of opportunities at the local level, including; – Definition of what it means to be truly "local" in mobile – from DMA's to latitude/longitude – Proximity engagement via mobile payments – In-store engagement – How "big data" intersects with one's current location (see next) 2. Mobile Apps – examining ways to reach app development communities for best practices 3. Data Targeting Standards Committee – will be looking at the viable, permissible and effective use of data – big and small – to better understand, among other things: – Current location, User preferences, Predictive analytics, Relevant, targeted offers 4. Mobile Commerce – examining the "process" surrounding local transaction, to establish useful KPI's 5. Mobile Coupon Ad Unit Standards Committee – seeking to standardize the size and functional performance of mobile coupons that enable the local fulfillment 6. Mobile Video Committee – examining performance of mobile video across multiple vectors, including location 7. Mobile Analytics Committee – how do we best measure mobile on a local level? 8. Messaging – examining marketing best practices across many areas, including: – Verticals – auto dealers, banks, entertainment, health & medical – Push – asking for a local invitation vs. interruption – Long Code – how can the local business owner leverage the 10 digit telephone number
    46. 46. Twitter.com/gregstuart 46 greg@mmaglobal.com +1 631 702 0682 @gregstuart Thank You
    47. 47. Twitter.com/gregstuart 47 Appendix
    48. 48. Twitter.com/gregstuart 48 48 From AT&T in 1993

    ×