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The Role of Mobile in the Media Mix - AOL

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  • 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  • 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 4. THE ROLE OF MOBILE IN THE MEDIAMIX CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  • 5. WHAT IS THE BEST USE OF MOBILE IN DIGITAL MARKETING?
  • 6. GEOLOCATION SERVICES GEOFENCING SHOWROOMING MOBILE COUPONING
  • 7. INDUSTRY-ACCEPTED WISDOM “34% OF IN-STORE CUSTOMERS COMPARE PRICES ON MOBILE DEVICES” “LOCATION-BASED SERVICES CAN PUT BUSINESSES ON THE MAP” “SHOPKICK BEAMS COUPONS TO YOUR PHONE AS YOU WALK THROUGH THE MALL” “WHY EVERYONE SHOULD BE SHOPPING ONLINE – WHILE ACTUALLY IN STORES” “WALMART WANTS COSTUMERS TO USE ITS APPS IN STORES” “HOW BETTER LOCATION DATA COULD MEAN MORE TARGETED MOBILE ADS”
  • 8. HOW PEOPLE USE THEIR MOBILE DEVICES
  • 9. 7 ACROSS AOL BRANDS Source: All AOL O&O brands, AOL Omniture reporting suite
  • 10. 8 ACROSS DIGITAL: 54% Source: comScore, Dec 2013 47% 42% 12%
  • 11. TIMEUNEQUALLYDISTRIBUTED 0 200 400 600 800 1000 1200 Business/Finance Search/Navigation Sports XXX Adult Classifieds Lifestyles General News Directories/Resources Technology Gaming Information Personals Family & Youth e-mail Portals Retail Retail - Movies Multimedia Photos Radio Online Gaming Instant Messengers Games Corporate Presence Social Networking Mobile Desktop Mins per user per month Source: comScore, Mar 2013
  • 12. WE THOUGHT SOMETHING WAS MISSING
  • 13. HUMAN TRUTHS MISSING
  • 14. MEASUREDTHE ENTIRE SMARTPHONEEXPERIENCE ACTIVITIES VALUE OF ADVERTISING LOCATION SATISFACTION MOTIVATION GOALS APP OR MOBILE WEBSITE USED TOTAL SAMPLE: 1,051 AGES 13-54 3,010 MOBILE MOMENTS QUALITATIVE QUANTITATIVE METERED
  • 15. MOBILE IS MOST OFTEN NOT ACTUALLY MOBILE 68%OFALLMINUTES AREAT HOME
  • 16. SEVENSHADESOF MOBILE ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  • 17. ACCOMPLISH METIME SHOP
  • 18. ACCOMPLISH METIME SHOP
  • 19. ACCOMPLISH METIME SHOP
  • 20. DIFFERENT BEHAVIORS
  • 21. SAMEMOTIVATION METIME METIME METIME
  • 22. WHICHIS THE BIGGEST? ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  • 23. ME TIMEACCOUNTSFOR HALF ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS 11% 19% 7% 46% 4% 12% 2%
  • 24. BRANDSAREMISSING THE OPPORTUNITYIN ME TIME 46% 23% 12% 39% 19% 36% 11% 47% 7% 27% 4% 17% 37% 2% SHOPME TIME SELF-EXPRESSACCOMPLISH PREPARESOCIALIZE DISCOVER SIZE AD EFFECTIVENESS
  • 25. ALIGN THE CREATIVE MESSAGING WITH NEEDS 8% 8% 8% 10% 11% 11% 15% 16% 18% 24% 26% 41% GIVE ME CONTROL KEEP ME IN THE KNOW HELP ME SOLVE A PROBLEM LET ME CLICK ON THE PRODUCT & EXPLORE THE… HELP ME SAVE TIME HELP ME FIND WHAT I NEED HELP ME DISCOVER SOMETHING NEW HELP ME SAVE MONEY INFORM ME BE RELEVANT TO MY INTERESTS MAKE ME LAUGH ENTERTAIN ME DESIRED AD QUALITIES
  • 26. THIS MADE US THINKABOUT MOBILE CONTENT EXPERIENCES
  • 27. TRADEOFFS WHENDEPRIVEDWe asked people to go one day without their favorite device…
  • 28. People would not do the task. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA COMPUTER… We asked people to go one day without their favorite device… TRADEOFFS WHENDEPRIVED
  • 29. People felt completely disconnected. “I really just missed using it to text. I especially missed it after I got home from work and had not a lot to do. So I started cleaning. At least I was more productive at home then.” “I was out yesterday for a while doing errands and that is when I was the most anxious without it. It made me a bit nervous that my children, husband & family members couldn't get a hold of me.” People would not do the task.. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA SMARTPHONE… WITHOUTA COMPUTER… We asked people to go one day without their favorite device… TRADEOFFS WHENDEPRIVED
  • 30. People found a way to get their tasks done on either a computer or smartphone. “The main thing I missed about my tablet was the convenience of going straight to what I want to do at the push of a button and knowing exactly how to execute each step, even with my eyes closed.” “We were needing to look up an address but without the tablet, we had to boot up the laptop to search for the address.” People felt completely disconnected. “I really just missed using it to text. I especially missed it after I got home from work and had not a lot to do. So I started cleaning. At least I was more productive at home then.” “I was out yesterday for a while doing errands and that is when I was the most anxious without it. It made me a bit nervous that my children, husband & family members couldn't get a hold of me.” People would not do the task. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA TABLET… WITHOUTA COMPUTER… We asked people to go one day without their favorite device… WITHOUTA SMARTPHONE… TRADEOFFS WHENDEPRIVED
  • 31. BETTEROFF TOGETHER? SHAPLEYANALYSIS:
  • 32. Shapley Values • Assigns value to each member of a coalition based on individual contribution toward a success metric. • Enables decision-making in situations when best choice isn’t available • Accounts for complexity inherent in the real-world Common Use Cases • Allocate shared profits fairly among a coalition of contributors • Choose which flavors of a product line to stock and sell • Determine order for rolling out new software features BORROWFROM GAME THEORYTO QUANTIFYVALUE
  • 33. 35% 49% 52% 54% 60% 65% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Smartphone Tablet PC/Laptop Smartphone & Tablet Smartphone & PC/Laptop Tablet & PC/Laptop Smartphone & Tablet & PC/Laptop Intent to Visit Regularly One Screen Two Screens Three Screens CONSIDERALLSCENARIOS
  • 34. PC,TABLET VIEWING DRIVE INTENT TO VISIT REGULARLY 0.28 0.24 0.14 Computer Tablet Smartphone Shapley Values Shapley calculation based on intent to revisit content website after forced exposure on device
  • 35. USINGSHAPLEYTO EVALUATEDEVICES 42% 36% 22% Normalized ValuesShapley Values Values represent share of visit intent driven by each device. Attribute 28% of intent to visit favorite content site regularly to the computer. The computer drove 42% of visit intent that was observed, calculated by normalizing the Shapley values . 28% 24% 14% 0% 25% 50% 75% 100% Shapley Value Computer Tablet Smartphone 67% intend to visit favorite content regularly after viewing on devices
  • 36. 2X +5% = GENERATIONSSPLIT OVER TABLET V. SMARTPHONE TABLET TWICE AS VALUABLE AS SMARTPHONE FOR 35+ SMARTPHONE MORE VALUABLE TO UNDER 35 SET THAN OVER 35 CONTENT ON PC EARNS EQUAL VALUE 0.17 0.13 0.19 0.27 0.29 0.29 18-34 35+ Smartphone Tablet Computer Shapley Values Shapley calculation based on intent to revisit content after forced exposure on device
  • 37. = 2X 4X VALUEOF DEVICESHIFTS BASEDON CONTENT TYPE COOKING CONTENT VALUED ACROSS SCREENS TECH ON TABLET IS 2X PC OR PHONE NEWS/SPORTS 3.8X VALUE ON PC AS ON SMARTPHONE Fashion-Home Auto Finance-Banking News-Sports Cooking-Food Entertainment Tech Computer Tablet Smartphone Shapley calculation based on intent to revisit content after forced exposure on device Shapley Values
  • 38. CROSS-SCREENSYNERGIES 2 SCREENS 38 Increase in intent to visit when shown two screens, compared to average lift of single screens 28% 23% 24% 24% 23% 22% 18% Cooking/ Food Cooking/ Food Entertainment Fashion/ Home Finance/ Banking Finance/ Banking News/ Sports
  • 39. 36%44% 35% TABLET DRIVESINTENT TO VISIT TECH CONTENT SATISFY OR FEED MY CURIOSITY VISIT TO GET NEWS OR INFO THAT IS INTERESTING TO ME DISCOVER SOMETHING NEW 0.14 0.29 0.17 PC Tablet Smartphone Shapley Value Intent to revisit after forced exposure to favorite tech site on device Motivations (no variation by device) Why people visit tech content
  • 40. TAKEAWAYS
  • 41. CONVENTIONAL WISDOM IS OFTEN WRONG
  • 42. MOBILE ISN’T ALWAYS MOBILE (ME TIME @ HOME)
  • 43. TABLETS CONTRIBUTE A TON OF UTILITY TO CONTENT
  • 44. NEED TO UNDERSTAND THE MOTIVATION – NOT JUST THE BEHAVIOR
  • 45. THE OPPORTUNITY IS MUCH GREATER THAN JUST GEOLOCATION SERVICES
  • 46. THANK YOU! CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  • 47. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 48. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 49. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by