Disruptive tech adoption 100% 103% 80% Since 2008 US consumers have added 12 days of screen time 60% per year—a whole vacation 40% 20% 22% 0 8% -20% -22% MOBILE COMPUTER TELEVISION NON-SCREENS Source eMARKETER, UNSURE OF DATE?
TV is very much still the primary screen 83%$6B 80% $6.1B$5B 68% 68% 70% Auto advertisers‗ spend 66% on TV is 4x their spend 62% $4.6B on digital, radio, print,$4B 60% outdoor put together$3B 50% $3B$2B 40% $1.7B $1.5B$1B 20% TOTAL TV SPEND0 0 TV SPEND AS % OF TOTAL MEDIA BUDGET AUTO CPG PHARMA RETAIL FINANCIAL Source eMARKETER, UNSURE OF DATE?
Brand Advertising spend doesn‘t align with whereconsumers are spending their timeOPPORTUNITY REMAINING CHALLENGES• Mobile Rivals TV and Computers for Time Spent • Few mobile solutions focus on the needs of brands • Mobile point solutions are another silo 15 HOURS • Audience data is scarce 13 HOURS • Cross-media coordination is a difficult 10 HOURS 10 HOURS 8 HOURS 5 HOURS 6 HOURS 5 HOURS 4 HOURS 0 INTERNET TELEVISION MOBILE AUDIO NEWS PAPER MAGAZINES WEEKLY TIME SPENT (16 – 54 : HOURS )Source eMARKETER, APRIL 2012
But brands are recognizing the value of mobile screens Methods Used by US Marketers to Measure the Performance of Their Mobile and Video Campaigns Dec. 2011 % of respondents BRAND ENGAGEMENT eMarketer – Marketers are using mobile 68% about equally for branding and direct 54% response – reflecting a broad acceptance $83 of mobile as a vehicle for branding TRAFFIC DRIVING (CLICKTHROUGH RATE) 64% Source: ValueClick Media, ―Advertiser Survey 2012,‖ Fed 29, 2012 63% BRAND AWARENSS VIDEO 61% MOBILE 52% DIRECT RESPONSE 36% 51% PURCHASE INTENT 28% 30%
Opportunity: This disruption and changing behaviors iscreating unprecedented opportunity
Video is video no matter what screen 16 17 27 24 32 27 10 COMPUTER ONLINE, THROUGH 11 TELEVISION THE INTERNET AT HOME ON ANY DEVICE AT HOME 10 9 11 8 19 16 17 9 17 18AUDIENCES ARE FOLLOWING SIMPLE RULES % GLOBAL ONLINE AVERAGE More than once a day • Multi-Screen viewing behaviors are increasing Once a day A few times a week • Daily and weekly multi-screen viewing consistent Once a week • Less TV watching, means more multi-screen opportunities Less than once a week Have not watched video on this device in the past 30 days
Mobile Data 101: What‘s available todayMobile Data : • Geo/ Targeting Segmentation Scheme • Publisher Data • Leveraging IP Address (Add Graphics to illustrate each)
Leveraging Audience Targeting Strength for Mobile Online Audience Targeting Geography • ZIP code – IP address-based • ~5,000 online audience per US ZIP • Chosen based on high composition of target, eg ―Luxury Auto Buyer‖ Demographics • Demographic data comes from publisher registration records • Presence of users in particular demos creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI) Demographics • Demographic data comes from publisher registration records • Presence of users in particular demos creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI) Context Demographics Geography
Leveraging Audience Targeting Strength for MobileONLINE AUDIENCE TARGETING MOBILE AD SERVER Final Segment API BRIDGE Context Device Demographics Daypart Geography Geography/Demo/Context from Collective
Mobile Creative 101Mobile Creative is challenging-Most people just create something for the web and move it over, notideal-Self Service platform tools like medialets do it well-Creative is more important in a tablet environment, aids brandawareness 31 percent of survey respondents said they saw a trailer on their mobile phone in the past six months, and when asked whether they viewed ads before trailers, 83 percent said they had with 61 percent watching the ad to the end in order to get to the trailer.
Mobile Creative 101
Vertical SuccessEntertainment Ads typically introduce new releases with the goal of building awareness and driving ticket sales.• Expandable ad formats represent 66% of all entertainment ads• 69% of entertainment ads were smartphone ads.• Components most often used include: • video (60%) • photo gallery ( 33%) • games (33%) • Get tickets (42%) • Social buttons (25%)• Engagement is high for games (17%) and video (12.4%).
Targeting - Case Study: HTCCross-Screen Impact: Purchase Intent • Major HTC device launch Q2 2012 • Used TV Accelerator to identify brand target on TV, PC and Tablet • Delivered video and display across screens 83% LIFT 16.5% 9.0% CONTROL TEST PURCHASE INTENT VIZU N = 221
Day part - Case study : Cookies Inc. Collective delivers winning multi-screen strategy for leading U.S. cookie brand Goals Reccomendation• Re-brand and re-launch cookie company product • Banner• Increase overall awareness • Video Pre-Roll• Drive purchase intent• Use video to heighten interest • Targeting for Oreo Fudge me‘s Audience • Mom focused Content Channels • Daypart target with Mobile Video to reach Target mom‘s when they are most likely to be engaged• Moms on the go• Always on approach• Every hour of the day• Reach them across all of their devices Measurement: Vizu & DimeStore
Case study : Cookies Inc. Collective delivers winning multi-screen strategy for leading U.S. cookie brand Results Goals• Re-brand and re-launch cookie company product • 16.4% overall campaign lift• Increase overall awareness • 17.4% online video lift• Drive purchase intent • 15.9% overall lift in display• Use video to heighten interest • 81% mobile lift Target• Moms on the go• Always on approach• Every hour of the day• Reach them across all of their devices Measurement: Vizu & DimeStore
Case study : Cookies Inc.EXECUTION:Collective selected for its sophisticated offering with intelligent targetingacross multiple screens 6:00 pm --11:00 pm 4:00 pm 8:00 am 6:00 am 9:00 pm
Select what you need to best drive marketing goals ✔ Audience Targeting (Behavior, TV viewing, Demo, Geo, etc.) ✔ Display, Rich Media, Pre-Roll, Video, etc. ✔ Multi-Screen (Online, Tablet, Smartphone, connected TV, etc.) ✔ Rich Media units (Select best experience Per multi-screen target)