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Case Study: “How to Monetize in Mobile"
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Case Study: “How to Monetize in Mobile"

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  • 1. The Average Smartphone User… • Checks their phone 150x per day • Has 20 apps installed on their device • Goes to their phone 12x per day to play games
  • 2. M-Commerce • • "M-Commerce" is growing: 55% of time on retail sites is spent on mobile devices 142 million U.S. consumers owned smartphones, 69 million owned tablet devices (6/13) – – close to one of every 10 e-commerce dollars was transacted via smartphones and tablet devices spending per buyer was higher on smartphones than on tablet devices.
  • 3. Mobile Influences Shopping Behaviors Effect of Mobile directly seen across Verizon channels VZW.com Shopper Visits: Feb 2012 – June 2013
  • 4. Mobile is Not a Silo Shopping Aside, How Are Consumers Using Mobile Devices? May 2013 “How US Consumers Shop On Mobile Devices”
  • 5. Mobile Media: In-App vs Mobile Web CONSUMER LANDSCAPE •Device: Smartphone is mostly in-app, while tablet is growing in mobile web •Shopping: Smartphones used more for browsing and tablets for transactions VERIZON APPROACH •Focus on in-app, with some mobile web across segments/devices – – – For in-app, app download KPI Some mobile web for broad reach More conversion driving environments, sales KPI 82% of all time spent on mobile is in-app
  • 6. Core Mobile Marketing Challenges Identification & Targeting Creative & Engagement Measurement
  • 7. Identification: Operating Systems Fragmentation Mobile Web and App have separate tracking mechanisms - not in sync with ad networks and publishers “Without sophisticated tracking, running mobile advertising is like throwing money out the window. It's worse than buying TV advertisements”. - Ravi Kamran, CEO of Trademob
  • 8. Targeting: A single user may look like one or more separate individuals
  • 9. The Screen Size Effect Are mobile ads intrusive or engaging?
  • 10. Mobile Measurement Evolution Account for consumer behavior and measurement advances to enhance mobile approach and justify investment Current • Minimal differentiation between smartphone and tablet • KPIs the same as desktop 2014 and beyond • Unique goals by device based on user behavior • Evolve measurement capabilities and performance goals • Increase mobile spend (i.e., CPGA, online conversions) • Limited mobile media presence
  • 11. Monetization Opportunities Audience targeting App discovery Accessory Sampling Connectivity and smart appliances and hardware, to and through the device -In the home -On the go -For business Goal: Use mobile tech + big data to empower & simplify people’s lives
  • 12. Audience Profiles Precisely Target the Right Audience with Our Mobile Solution • 20+MM Mobile Unique Visitors • 100 Million Customers Profiles • #1 Mobile Network Provider in the US
  • 13. Mobile Targeting Capabilities Device, OS, Carrier Location Content Categories Keyword Targeting Demographic & Psychographic Remarketing
  • 14. Sample VZW 1ST Party Data Segments • Age • Presence of Children • Device Profile • Primary Language • Education • Ethnicity • Gender • Current Location • Homeowner Status • Household Income • Marital Status • Mobile Operating System • Top Browsers • Top 100 Apps. Used • Top 100 Apps. Downloaded • Top 25 App. Categories • Top 25 Site Categories • Top 100 Sites Visited
  • 15. Quiz • A: • Top grossing app? • Percentage of total app revenue the top 100 apps account for? • A: 85% • What portion of apps in the App Store have never been downloaded? • A: Two-Thirds (900K apps available for iOS
  • 16. Appvertising On Mobile • Formats – Mobile Display • • • • Mobile Web or In-App Banners or Full-Screen Usually CPI Static or Rich Media – Appwalls • CPI Revenue Share Source: AppTap Source: AppLift
  • 17. Appvertising on VZW Desktop • • App marketing not as prevalent on Desktop, but still significant opportunity – even with a CPI model New ad networks allow users to text themselves links to download the app on their mobile device Source: Txtmeapp.com
  • 18. How to Solve Mobile Non PII Cookie-less tracking that enables accurate identification, targeting and measurement across Mobile (app+web) and cross device
  • 19. Utilizing Mobile to Measure Digital’s Impact IP Matching Several measurement opportunities are based on the concept of IP Address Matching User clicks on Mobile Ad User parameters are logged in a database for future identification on desktop devices User is sent to mobile landing page User does not complete specified activity (purchase or App install) User is identified later on a desktop device by matching IP address and referring URL patterns User is retargeted on desktop device
  • 20. How It Works UIDH UIDH UIDH Integration with buying platform Device identification is the key to unlocking this fragmented media space – cross-device marketing