In mobi mobile-squared-annePresentation Transcript
10/29/2010 1 World’s Largest IndependentMobile Ad Network5 Mobile Myths & T Anne Frisbie, VP & Managing Director, North AmericaOctober 2010
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.
10/29/2010 3 1 Mobile…It’s Just Like the Desktop!
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
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
10/29/2010 6 Mobile is NOT the desktop. Broad Creative and Calls to Action should link to device usage.
10/29/2010 7 2 Can We Talk About What’s New?
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.”
iPhoneRepresents a Minority of the Market Go to www.InMobi.com/research to download
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
10/29/2010 11 Focus on what works, not just what is new. Scale and Reach Work.
10/29/2010 12 3 I ONLY WANT HYPERTARGETING
Case Study: Salto Alto Shoes Objectives
Promote the brand Salto Alto among women ages 25-44 , affluent, into fashion
Encourage sales of their designer shoes
Lead generation for CRM marketing
InMobi ran the campaign targeting exclusively the audience that the brand was looking for
We complimented the spend with a broad based network buy
Results: Salto Alto Shoes Targeted Buy:
Highly targeted (women, 25 - 44, high end devices)
No Media “spillage”
Less than 10% of the clicks
Supporting Broad Buy:
Broad based campaign
Use of post-click Ad ROI tracking technology (AdROIt™)
10x increase in clicks vs. targeted buy
35% within targetwhich was a 400+ index versus market incidence
Where the incidence of this target in Australia is just 9%
10/29/2010 15 Benefits: Two Options MAINTAIN TARGETED REACH DISCOVER NEW SEGMENTS Discovered Customers Broad Run of Network Targeted Run of Network
10/29/2010 16 Targeting Is A Guideline, Not the Goal. Retain the Value of Mobile Advertising.
10/29/2010 17 5 Consumers Are Not Ready Yet.
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
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
10/29/2010 20 Consumers appreciate a real exchange of value. Top Tier Brands Offer Value in The Mobile Channel.
10/29/2010 21 6 No Thanks. I Prefer to Wait.
10/29/2010 22 Mobile Internet Case Study: Japan
PC web usage declines as mobile web grows
Mobile will become the primary channel in the EU and US
MONTHLY PAGE VIEWS (MM)
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
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.
Dollars spent on apps will exceed music industry sales ($20 billion) by 2012.
$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
10/29/2010 26 Understand Mobile and Leverage it’s Revolutionary Technology. Maintain Job Security.
10/29/2010 27 Thank You. Anne Frisbie, VP & Managing Director, North America firstname.lastname@example.org