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M2 roadshow us anne frisbie, in mobi

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  • 1. World’s Largest Independent Mobile Ad Network 5 MOBILE MYTHS & TIPS Anne Frisbie, VP & Managing Director, North America November 2010 11/10/2010 1
  • 2. MOBILE 5 MYTHS & TIPS 1. Just Like Desktop! 2. Can We Talk About What’s New? 3. Only Want Hyper-Targeting. 4. Consumers Aren’t Ready. 5. I’ll Wait till … 11/10/2010 2
  • 3. 1 MOBILE…IT’S JUST LIKE THE DESKTOP! 11/10/2010 3
  • 4. UNIQUE WAYS TO ENGAGE CONSUMERS … IT’S MOBILE, ENTERTAINING, SOCIAL, AND A PHONE. Mobile Ads Consumers Would Click On U.S. Total 25% 22% 20% 18% 18% Call Content Viral Purchase Search Base = Test respondents (n=2,145) 4 Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
  • 5. MEN AND WOMEN ARE ENGAGED ON MOBILE DIFFERENTLY Mobile Ads Consumers Would Click On Male 31% 24% 22% 20% 22% Call Content Viral Purchase Search Female 19% 19% 19% 16% 13% Call Content Viral Purchase Search Base = Test respondents (Male=2,011; Female=882) 5 Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
  • 6. MOBILE IS NOT THE DESKTOP. BROAD CREATIVE AND CALLS TO ACTION SHOULD LINK TO DEVICE USAGE. 11/10/2010 6
  • 7. 2 CAN WE TALK ABOUT WHAT’S NEW? 11/10/2010 7
  • 8. IPHONE IS GREAT, BUT IT REPRESENTS A MINORITY “IT’S NOT EFFICIENT FOR ME TO RECOMMEND SOMETHING LIKE IAD WHEN I’M TRYING TO PULL MAXIMUM REACH FOR MY CLIENTS…” JAMI LAWRENCE, ASSOCIATE DIRECTOR MOBILE MARKETING AT PUBLICIS MODEM, SEPTEMBER 14, 2010 Go to www.InMobi.com/research to download
  • 9. ALL STAGES OF THE FUNNEL ARE REPRESENTED; AWARENESS IS THE #1 CONSUMER BENEFIT Benefit of Mobile Advertisements Seen in the Past Introduced you to something new 47% Helped you learn more about something 35% Entertained you 30% Given you something for free 29% Helped you find something nearby 27% Saved you money 25% Saved you time 24% Been relevant to who you are or what you are doing 22% Reminded you of something important 21% U.S. Total Base = Control respondents (n=1,506) 9 Q4. Has a mobile ad ever…? [check all that apply]
  • 10. FOCUS ON WHAT WORKS, NOT JUST WHAT IS NEW. WHAT’S THE REAL GOAL? 11/10/2010 10
  • 11. 3 I ONLY WANT HYPERTARGETING 11/10/2010 11
  • 12. CASE STUDY: SALTO ALTO SHOES OBJECTIVES • PROMOTE THE SALTO ALTO BRAND AMONG TARGET AUDIENCE (WOMEN AGES 25-44, AFFLUENT, INTO FASHION) • ENCOURAGE SALES OF THEIR DESIGNER SHOES • GENERATE LEADS FOR CRM MARKETING SOLUTION • INMOBI RAN THE CAMPAIGN TARGETING EXCLUSIVELY THE AUDIENCE THAT THE BRAND WAS LOOKING FOR • WE COMPLIMENTED THE TARGETED BUY WITH A BROAD BASED NETWORK BUY
  • 13. 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 TARGET WHICH WAS A 400+ INDEX VERSUS MARKET INCIDENCE Where the incidence of this target in Australia is just 9%
  • 14. TARGETING IS A GUIDELINE, NOT THE GOAL. LEVERAGE ANALYTICS TO DRIVE REACH & EFFICIENCY. 11/10/2010 14
  • 15. 4 CONSUMERS ARE NOT READY. 11/10/2010 15
  • 16. NEARLY TWO-THIRDS OF US CONSUMERS ARE COMFORTABLE WITH MOBILE ADS. Level of Comfort with Mobile Advertising 38% 25% 16% 12% 10% very comfortable somewhat no opinion somewhat not comfortable comfortale comfortable Base = Total respondents (n=4,399) 16 Q3. How comfortable are you with mobile advertising?
  • 17. WHILE ALL DEMOS ARE POSITIVE, MALES AND YOUTH ARE MOST RECEPTIVE Level of Comfort with Mobile Advertising Top 2 Box Neutral Bottom 2 Box Top 2 Box Neutral Bottom 2 Box 16% 15% 22% 29% 29% 14% 11% 16% 18% 20% 71% 73% 62% 53% 51% Male Female Under 25 25 - 44 45+ Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410) 17 Q3. How comfortable are you with mobile advertising?
  • 18. CONSUMERS ARE READY. ARE YOU? 11/10/2010 18
  • 19. I PREFER TO WAIT 5 11/10/2010 19
  • 20. MOBILE INTERNET CASE STUDY: JAPAN • WITHIN ONLY 3 YEARS, MOBILE WEB BECOME PRIMARY CHANNEL • PC WEB USAGE DECLINED & NOT JUST IN TERMS OF SHARE MONTHLY PAGE VIEWS (MM) 11/10/2010 20
  • 21. 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.  Money 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 “In the last twelve months, customers around the world have ordered more than US $1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July 2010). 11/10/2010 21
  • 22. MOBILE IS NOT THE FUTURE; IT IS NOW. MAINTAIN JOB SECURITY. 11/10/2010 22
  • 23. Thank You. Anne Frisbie, VP & Managing Director, North America anne.frisbie@inmobi.com 11/10/2010 23