The Role of Mobile in the Media Mix - AOL

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The Role of Mobile in the Media Mix - AOL

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. THE ROLE OF MOBILE IN THE MEDIAMIX CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  5. 5. WHAT IS THE BEST USE OF MOBILE IN DIGITAL MARKETING?
  6. 6. GEOLOCATION SERVICES GEOFENCING SHOWROOMING MOBILE COUPONING
  7. 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. 8. HOW PEOPLE USE THEIR MOBILE DEVICES
  9. 9. 7 ACROSS AOL BRANDS Source: All AOL O&O brands, AOL Omniture reporting suite
  10. 10. 8 ACROSS DIGITAL: 54% Source: comScore, Dec 2013 47% 42% 12%
  11. 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. 12. WE THOUGHT SOMETHING WAS MISSING
  13. 13. HUMAN TRUTHS MISSING
  14. 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. 15. MOBILE IS MOST OFTEN NOT ACTUALLY MOBILE 68%OFALLMINUTES AREAT HOME
  16. 16. SEVENSHADESOF MOBILE ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  17. 17. ACCOMPLISH METIME SHOP
  18. 18. ACCOMPLISH METIME SHOP
  19. 19. ACCOMPLISH METIME SHOP
  20. 20. DIFFERENT BEHAVIORS
  21. 21. SAMEMOTIVATION METIME METIME METIME
  22. 22. WHICHIS THE BIGGEST? ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  23. 23. ME TIMEACCOUNTSFOR HALF ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS 11% 19% 7% 46% 4% 12% 2%
  24. 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. 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. 26. THIS MADE US THINKABOUT MOBILE CONTENT EXPERIENCES
  27. 27. TRADEOFFS WHENDEPRIVEDWe asked people to go one day without their favorite device…
  28. 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. 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. 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. 31. BETTEROFF TOGETHER? SHAPLEYANALYSIS:
  32. 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. 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. 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. 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. 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. 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. 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. 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. 40. TAKEAWAYS
  41. 41. CONVENTIONAL WISDOM IS OFTEN WRONG
  42. 42. MOBILE ISN’T ALWAYS MOBILE (ME TIME @ HOME)
  43. 43. TABLETS CONTRIBUTE A TON OF UTILITY TO CONTENT
  44. 44. NEED TO UNDERSTAND THE MOTIVATION – NOT JUST THE BEHAVIOR
  45. 45. THE OPPORTUNITY IS MUCH GREATER THAN JUST GEOLOCATION SERVICES
  46. 46. THANK YOU! CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  47. 47. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  48. 48. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  49. 49. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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