In mobi mobile-squared-anne

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  • We executed a broad global mobile research study about mobile advertising effectivness. For just the US component of the study, we received 4400 completed surveys. In this study, we looked at how consumers are engaging with mobile advertising.As you see, it is not like the PC web. This is a phone, that is a social device that is being used to discover and engage with content.Probably one of the most interesting and important findings. Appeal of calls to action line up with usage. We see the vast majority of brands enter mobile with PC banners converted to mobile. Its up to us to help make the workflow better, but one can easily understand why “mobile is not PC” in this slide. Treating it that way takes its many dimensions of creative opportunity off the table. Bad move for advertisers want to engage the consumers.
  • Content and sharing with friends are almost equally appealing to both genders. Understanding the gender appeal of calls to action is a key to best practices in mobile.
  • This data moves us to the next phase of understanding. What are the perceived benefits of past mobile ads seen? Here we see our next data point re: the broad value of mobile advertising across all aspects of “the funnel from branding to conversion or price offers. The reality is that consumers see a broad array of benefits to mobile ads. This contradicts the industry perspective that branded apps and coupons are the main tools of mobile.
  • Salto Alto is a designer Brazilian shoe store that wanted to promote its shoes. Their target was women ages 25-44 , affluent, into fashion.The challenges of this campaign were:Brand had a highly specific target groupProduct was a premium, high-end merchandise costing $300 a pairBrand had never run a mobile ad campaign earlierThis can be used as a AdROIt case study where we can see that AdROIt drastically improved the results of the campaign.
  • Salto Alto is a designer Brazilian shoe store that wanted to promote its shoes. Their target was women ages 25-44 , affluent, into fashion.The challenges of this campaign were:Brand had a highly specific target groupProduct was a premium, high-end merchandise costing $300 a pairBrand had never run a mobile ad campaign earlierThis can be used as a AdROIt case study where we can see that AdROIt drastically improved the results of the campaign.
  • I’ve seen several studies challenging consumer readiness. The reality is that in context consumers are already highly accepting of mobile advertising. This is a core measure that will be trended globally across all 14 countries to track the changing dynamic.
  • Mobile advertising appeals broadly, but is especially valued by men and the under 25 crowd. The next generation is mobile. Given the global dynamics discussed earlier, we expect many media folks in developed markets to be caught by surprise at the surge of mobile activity. Smart phones, 3G, and 25 years old equals huge mobile consumption.

Transcript

  • 1. 10/29/2010
    1
    World’s Largest IndependentMobile Ad Network5 Mobile Myths & T Anne Frisbie, VP & Managing Director, North AmericaOctober 2010
  • 2. 10/29/2010
    2
    MOBILE5MYTHS
    Mobile… It’s Just Like Desktop!
    I Only Want Hyper-Targeting.
    Can We Talk About What’s New?
    Consumers Are Not Ready.
    No Thanks, I Prefer To Wait.
  • 3. 10/29/2010
    3
    1
    Mobile…It’s Just Like the Desktop!
  • 4. Consumer Interest is Linked Closely to the Convenience of the Device.
    Base = Test respondents (n=2,145)
    Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
    4
  • 5. Men and Women are Engaged on Mobile Differently
    Mobile Ads Consumers Would Click On
    Male
    Female
    Base = Test respondents (Male=2,011; Female=882)
    Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
    5
  • 6. 10/29/2010
    6
    Mobile is NOT the desktop. Broad Creative and Calls to Action should link to device usage.
  • 7. 10/29/2010
    7
    2
    Can We Talk About What’s New?
  • 8. 10/29/2010
    8
    iAd Is Great, But Let’s Not Get Carried Away
    Jami Lawrence comments from Publicis Modern in New York –
    14 September 2010
    “It’s a really small audience—from a scale perspective not really there,” she said. “For iAd to make sense, you have to be a client targeting an Apple techy audience, because all of the other platforms are left out…
    “It’s not efficient for me to recommend something like iAd when I’m trying to pull maximum reach for my clients…”
    “It’s really a PR move.”
  • 9. iPhoneRepresents a Minority of the Market
    Go to www.InMobi.com/research to download
  • 10. All Stages of the Funnel are Represented;
    Awareness is the #1 Consumer Benefit
    Base = Control respondents (n=1,506)
    Q4. Has a mobile ad ever…? [check all that apply]
    10
  • 11. 10/29/2010
    11
    Focus on what works, not just what is new. Scale and Reach Work.
  • 12. 10/29/2010
    12
    3
    I ONLY WANT HYPERTARGETING
  • 13. Case Study: Salto Alto Shoes
    Objectives
    • Promote the brand Salto Alto among women ages 25-44 , affluent, into fashion
    • 14. Encourage sales of their designer shoes
    • 15. Lead generation for CRM marketing
    Solution
    • InMobi ran the campaign targeting exclusively the audience that the brand was looking for
    • 16. We complimented the spend with a broad based network buy
  • Results: Salto Alto Shoes
    Targeted Buy:
    • Highly targeted (women, 25 - 44, high end devices)
    • 17. No Media “spillage”
    • 18. Less than 10% of the clicks
    Supporting Broad Buy:
    • Broad based campaign
    • 19. Use of post-click Ad ROI tracking technology (AdROIt™)
    • 20. 10x increase in clicks vs. targeted buy
    • 21. 35% within targetwhich was a 400+ index versus market incidence
    Where the incidence of this target in Australia is just 9%
  • 22. 10/29/2010
    15
    Benefits: Two Options
    MAINTAIN TARGETED REACH
    DISCOVER NEW SEGMENTS
    Discovered
    Customers
    Broad Run of Network
    Targeted Run of Network
  • 23. 10/29/2010
    16
    Targeting Is A Guideline, Not the Goal. Retain the Value of Mobile Advertising.
  • 24. 10/29/2010
    17
    5
    Consumers Are Not Ready Yet.
  • 25. Nearly Two-thirds of US Consumers are Comfortable with Mobile Ads.
    Base = Total respondents (n=4,399)
    Q3. How comfortable are you with mobile advertising?
    18
  • 26. While All Demos are Positive, Males and Youth are Most Receptive
    Level of Comfort with Mobile Advertising
    Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)
    Q3. How comfortable are you with mobile advertising?
    19
  • 27. 10/29/2010
    20
    Consumers appreciate a real exchange of value. Top Tier Brands Offer Value in The Mobile Channel.
  • 28. 10/29/2010
    21
    6
    No Thanks. I Prefer to Wait.
  • 29. 10/29/2010
    22
    Mobile Internet Case Study: Japan
    • PC web usage declines as mobile web grows
    • 30. Mobile will become the primary channel in the EU and US
    MONTHLY PAGE VIEWS (MM)
  • 31. Desktop Cannibalization Will Happen Quickly
    Consumers access facebook by phone 25% more often than by computer
    Mobile users browse longer (8 hours per month vs. just under 7 hours )
    Product: MMM (Mobile) + Media Metrics (PC)
    Data: January 2010
    10/29/2010
    23
  • 32. 10/29/2010
    24
    Mobile Commerce is Already Here
    • Last year consumers spent just under $10 billion on mobile apps globally, and Jupiter predicts this to triple to $32 billion in 2015.
    • 33. Dollars spent on apps will exceed music industry sales ($20 billion) by 2012.
    • 34. $300 billion predicted to be spent in 2015 on the sale of digital and physical goods via mobile phones with over $200 billion of that on digital goods. – Jupiter Research
  • Volkswagon App Generates $4 Million in Car Sales
    Users were invited to use the iPhones GPS functionality to locate their nearest dealer.
    This data enabled AKQA to directly trace purchases of the GTI Mark VI directly back to the app.
    10/29/2010
    25
  • 35. 10/29/2010
    26
    Understand Mobile and Leverage it’s Revolutionary Technology. Maintain Job Security.
  • 36. 10/29/2010
    27
    Thank You.
    Anne Frisbie,
    VP & Managing Director, North America
    anne.frisbie@inmobi.com