M2 roadshow us anne frisbie, in mobi

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M2 roadshow us anne frisbie, in mobi

  1. 1. 11/10/2010 1 World’s Largest Independent Mobile Ad Network 5 MOBILE MYTHS & TIPS Anne Frisbie, VP & Managing Director, North America November 2010
  2. 2. 11/10/2010 2 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 … MOBILE5MYTHS & TIPS
  3. 3. 11/10/2010 3 1MOBILE…IT’S JUST LIKE THE DESKTOP!
  4. 4. 25% 22% 20% 18% 18% Call Content Viral Purchase Search Mobile Ads Consumers Would Click On U.S. Total 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 UNIQUE WAYS TO ENGAGE CONSUMERS … IT’S MOBILE, ENTERTAINING, SOCIAL, AND A PHONE.
  5. 5. 31% 24% 22% 20% 22% Call Content Viral Purchase Search 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] 19% 19% 19% 16% 13% Call Content Viral Purchase Search Mobile Ads Consumers Would Click On Male Female MEN AND WOMEN ARE ENGAGED ON MOBILE DIFFERENTLY 5
  6. 6. 11/10/2010 6 MOBILE IS NOT THE DESKTOP. BROAD CREATIVE AND CALLS TO ACTION SHOULD LINK TO DEVICE USAGE.
  7. 7. 11/10/2010 7 2CAN WE TALK ABOUT WHAT’S NEW?
  8. 8. Go to www.InMobi.com/research to download IPHONE IS GREAT, BUT IT REPRESENTS A MINORITY JAMI LAWRENCE, ASSOCIATE DIRECTOR MOBILE MARKETING AT PUBLICIS MODEM, SEPTEMBER 14, 2010 “IT’S NOT EFFICIENT FOR ME TO RECOMMEND SOMETHING LIKE IAD WHEN I’M TRYING TO PULL MAXIMUM REACH FOR MY CLIENTS…”
  9. 9. 21% 22% 24% 25% 27% 29% 30% 35% 47% Reminded you of something important Been relevant to who you are or what you are doing Saved you time Saved you money Helped you find something nearby Given you something for free Entertained you Helped you learn more about something Introduced you to something new Benefit of Mobile Advertisements Seen in the Past U.S. Total Base = Control respondents (n=1,506) Q4. Has a mobile ad ever…? [check all that apply] ALL STAGES OF THE FUNNEL ARE REPRESENTED; AWARENESS IS THE #1 CONSUMER BENEFIT 9
  10. 10. 11/10/2010 10 FOCUS ON WHAT WORKS, NOT JUST WHAT IS NEW. WHAT’S THE REAL GOAL?
  11. 11. 11/10/2010 11 3I ONLY WANT HYPERTARGETING
  12. 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. 13. 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 RESULTS: SALTO ALTO SHOES Where the incidence of this target in Australia is just 9%
  14. 14. 11/10/2010 14 TARGETING IS A GUIDELINE, NOT THE GOAL. LEVERAGE ANALYTICS TO DRIVE REACH & EFFICIENCY.
  15. 15. 11/10/2010 15 4CONSUMERS ARE NOT READY.
  16. 16. 38% 25% 16% 10% 12% very comfortable somewhat comfortale no opinion somewhat comfortable not comfortable Level of Comfort with Mobile Advertising 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? 16
  17. 17. 71% 53% 14% 18% 16% 29% Male Female Top 2 Box Neutral Bottom 2 Box 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? Level of Comfort with Mobile Advertising 73% 62% 51% 11% 16% 20% 15% 22% 29% Under 25 25 - 44 45+ Top 2 Box Neutral Bottom 2 Box WHILE ALL DEMOS ARE POSITIVE, MALES AND YOUTH ARE MOST RECEPTIVE 17
  18. 18. 11/10/2010 18 CONSUMERS ARE READY. ARE YOU?
  19. 19. 11/10/2010 19 5I PREFER TO WAIT
  20. 20. 11/10/2010 20 MONTHLYPAGEVIEWS(MM) MOBILE INTERNET CASE STUDY: JAPAN • WITHIN ONLY 3 YEARS, MOBILE WEB BECOME PRIMARY CHANNEL • PC WEB USAGE DECLINED & NOT JUST IN TERMS OF SHARE
  21. 21. 11/10/2010 21  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 MOBILE COMMERCE IS ALREADY HERE “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).
  22. 22. 11/10/2010 22 MOBILE IS NOT THE FUTURE; IT IS NOW. MAINTAIN JOB SECURITY.
  23. 23. 11/10/2010 23 Thank You. Anne Frisbie, VP & Managing Director, North America anne.frisbie@inmobi.com

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