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Getting Beyond the Hype-What’s Really Working In Mobile Marketing Today by Monica Ho, xAd - SIMposium 2013

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Create your roadmap to navigate the ever-changing landscape of Mobile Commerce. Unlock opportunity by demystifying GeoLocation & GeoFencing, gain insight into what behaviors are really happening “on …

Create your roadmap to navigate the ever-changing landscape of Mobile Commerce. Unlock opportunity by demystifying GeoLocation & GeoFencing, gain insight into what behaviors are really happening “on the go”, and get ready for the changes ahead.

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  • 1. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute SIMposium July 2013 Getting Beyond the Hype- What’s Really Working In Mobile Marketing Today
  • 2. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 2 ABOUT ME SIMposium  Rocks!  
  • 3. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 3 There  are  5  5mes  as  many  cell   phones  in  the  world  as  there  are  PC’s     HubSpot  –  Shocking  Mobile  Marke5ng  Stats   91%  of  adults  always  have  their  phones   within  arms  reach…24/7     Morgan  Stanley   The  average  adult  looks  at  their  phone   41.5  5mes  a  day   Why Mobile This  jumps  to  109  (mes  for  young   adults  (age  18-­‐24)  –  Pew  Internet  &  American  Life  Project    
  • 4. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Media Evolution !   Media is increasingly shifting to mobile !   Local Mobile CAGR = 49.96% –  Traditional Media = -0.3% –  Digital Media = 12.3% 4 2012   0.9%   $132.4B   2013   1.7%   $132.7B   2014   2.9%   $136.6B   2015   4.0%   $139.5B   2016   5.0%   $145.2B   2017   6.1%   $148.8B   BIA/Kelsey Local Media Forecast, March 2013 Mobile     All  other  media    
  • 5. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Is Big 5 $Billions
  • 6. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Location Is Even Bigger 6 BIA/Kelsey Local Media Forecast, March 2013 $Billions
  • 7. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Location Essential in Unlocking Mobile’s Potential !   Impacting Mobile Moments that Matter –  Real-time location combined with 1st party geo-search data tells us a lot about the mobile users needs and intent 7
  • 8. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Evolving Consumer Behaviors 8 Election of the new Pope - 2005 Vs. 2013
  • 9. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Online Mobile Access Growing !   Over 30% of Smartphone users prefer to go online via Mobile vs. any other device 9 Source: The Pew Research Center Internet & American Life Project, Spring Survey 2012 Preferred  Online  Access   Online  via  Mobile   Other  Online  Access  
  • 10. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Online is now Multi-Platform !   1 out of 3 digital minutes now comes from smartphone and tablets 10 Source: comScore Media Metrix Multi-Platform (Beta) US, Dec 2012 63%   Desktop   37%   Mobile   Share of Digital Media Time Spent: Desktop Computer vs. Mobile
  • 11. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute The Differences Between Smartphone and Tablet Usage Key Findings from our Mobile Path to Purchase Study
  • 12. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Smartphone Usage is more Out of Home, While Tablets are At Home 20%   35%   32%   51%   59%   82%   83%   83%   77%   65%   60%   47%   37%   16%   16%   15%   GAS/CONVENIENCE   BANKING  &  FINANCE   RETAIL   INSURANCE   GAS/CONVENIENCE   BANKING  &  FINANCE   RETAIL   INSURANCE   SMARTPHONE   TABLET   OTHER   OUTSIDE  OF   HOME   HOME   Ques5on  Used:CQ16A,  CQ16B,  CQ16C:,  CQ16D  Where  were  you  when  accessing  the  website/ app  on  your  smartphone/tablet?   12
  • 13. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Is No Longer Just A Last Mile Media
  • 14. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Is Used Mostly At the Start of the Shopping Process – with 1/3 of Users Indicating They Used Their Device Throughout 64%   44%   53%   50%   14%   11%   16%   17%   5%   8%   11%   9%   17%   37%   21%   23%   GAS/CONVENIENCE   BANKING  &  FINANCE   RETAIL   INSURANCE   ALL  THE  WAY  THROUGH   AT  THE  END   IN  THE  MIDDLE   AT  THE  START   Ques5ons  used:  CQ39A/B/C/D:  When  visi5ng  the  <CATEGORY>,  at  what   part  of  the  research  process  did  you  use  your  <DEVICE>?       14
  • 15. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Gas & Convenience Shoppers Are Most Likely to Use Mobile at the Start of the Shopping Process At The Start In the Middle At the End All The Way Through      64%                    50%                      53%                            44%            14%                    17%                      16%                            11%            5%                    9%                        11%                            8%          17%                    23%                        21%                          37%       Insurance   Retail   Banking  &  Finance   Gas  &   Convenience   15
  • 16. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Insurance Shoppers Are Most Likely to Use Mobile In the Middle of the Shopping Process At The Start In the Middle At the End All The Way Through          64%                50%                    53%                    44%                14%                17%                    16%                    11%                5%                              9%                        11%                      8%              17%                23%                    21%                    37%       Insurance   Retail   Banking  &  Finance   Gas  &   Convenience   16
  • 17. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Retail Shoppers Are Most Likely to Use Mobile At the end of the Shopping Process At The Start In the Middle At the End All The Way Through      14%                        17%                  16%                    11%            64%                        50%                  53%                    44%            5%                        9%                  11%                      8%          17%                      23%                  21%                    37%       Banking  &  Finance   Gas  &   Convenience   17 Insurance   Retail  
  • 18. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute    17%                      23%                  21%                    37%       Banking & Finance Users Are Most Likely to Use Mobile All the way through the Shopping Process At The Start In the Middle At the End All The Way Through      5%                        9%                  11%                      8%            14%                        17%                  16%                    11%            64%                        50%                  53%                    44%       Insurance   Retail   Banking  &  Finance   Gas  &   Convenience   18
  • 19. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile User Needs And Intent Varies
  • 20. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute User Needs and Intent Varies Based on What They Are Looking For 24%   11%   49%   28%   39%   7%   27%   11%   36%   34%   38%   17%   21%   31%   49%   55%   14%   30%   4%   12%   1%   8%   1%   2%   GAS/CONVENIENCE   BANKING  &  FINANCE   RETAIL   INSURANCE   Not  sure   Other   Just  Browsing   Looking  for  Contact  Info   Looking  for  Business  to  purchase  from   Researching  Op5ons   20
  • 21. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Top Activities Performed When Accessing The Mobile Device 21
  • 22. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Users Take Action However Immediacy Varies
  • 23. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 60% of Mobile Users Were Looking To Convert Within The Day 35%   45%   18%   12%   31%   10%   14%   6%   24%   12%   27%   7%   7%   7%   26%   24%   2%   2%   15%   2%   25%   14%   36%   GAS/CONVENIENCE   BANKING  &  FINANCE   RETAIL   INSURANCE   NO  IMMEDIATE  NEED   LONGER  THAN  WITHIN  MONTH     WITHIN  MONTH     WITHIN  DAY     WITHIN  HOUR     IMMEDIATELY     Ques5ons  used:  CQ18A,  CQ18B,  CQ18C:,  CQ18D  S5ll  thinking  of   this  most  recent  visit,  how  quickly  were  you  looking  to  make  a   purchase/transac5on?   23
  • 24. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Banking & Finance Users Are More Likely to Have the Most Urgent Needs Immediately Within The Hour Within The Day Within The Month      45%                            35%                18%                          12%            10%                            31%                  14%                          6%            12%                            24%                  27%                          7%            7%                            7%                    26%                        24%       Insurance  Retail   Banking  &   Finance   Gas  &   Convenience   24
  • 25. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Gas & Convenience Users Are More Likely to Convert Within the Hour Immediately Within The Hour Within The Day Within The Month      45%                            35%                18%                            12%            10%                            31%                  14%                              6%            12%                            24%                  27%                              7%            7%                            7%                  26%                              24%       Insurance  Retail   Banking  &  Finance   Gas  &   Convenience   25
  • 26. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Retail Shoppers Are Most Likely to Convert Within The Day or Within the Month Immediately Within The Hour Within The Day Within The Month      10%                            31%              14%                        6%            45%                            35%            18%                      12%            12%                            24%              27%                        7%            7%                            7%                          26%                      24%       Insurance  Retail   Banking  &  Finance   Gas  &   Convenience   26
  • 27. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Insurance Shoppers Are most likely to convert within a month from their mobile activity Immediately Within The Hour Within The Day Within The Month      10%                            31%                14%                            6%            45%                          35%                18%                          12%            12%                            24%                27%                            7%            7%                            7%                  26%                          24%       Insurance  Retail   Banking  &  Finance   Gas  &   Convenience   27
  • 28. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Location & Promotions Critical to Conversion !   Nearly 1 out of 3 smartphone users and 1 out of 4 tablet users reference their device specifically for contact information such as a phone number, address or map and driving directions. !   The majority of consumers (60 percent) expected businesses to be within walking or local driving distance from their current location. 28
  • 29. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Consumers Take Action with Strong Purchase Intent and Conversions Ques5on  Used:CQ41A/B/C/D:  When  visi5ng   the  <CATEGORY>  on  your  <DEVICE>,  how  was   the  actual  purchase  completed?       60%   Smartphone  -­‐  60%  Convert   53%   Tablet  –  53%  Convert   29        
  • 30. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Conversions Are Happening – On- and Offline Ques5on  Used:CQ41A/B/C/D:  When  visi5ng   the  <CATEGORY>  on  your  <DEVICE>,  how  was   the  actual  purchase  completed?       30
  • 31. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Key Take Aways !   Consumers are reaching for their mobile devices earlier and more often for their shopping and purchasing needs. !   Findings demonstrate that mobile marketing can not be taken as a “One Size Fits All” approach as usage varies not only by device – but by type of product / service need as well. !   Mobile is one of the most powerful tools in the consumer’s path-to-purchase - knowing how to engage users by device is essential in unlocking it’s full potential. 31
  • 32. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute The Mobile Opportunity 32
  • 33. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute US Mobile Ad Spend Share, By Format! !   Mobile Search and Display will make up 96% of ad spend by 2017 Source:  emarketer,  June  2013 33
  • 34. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Search – Where It Happens! !   Mobile search occurs in both browser and in application Top for General Search Vertical Specific Search Engines 34
  • 35. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute LOCAL: Mobileʼs Sweet Spot! !   90% of mobile consumers have conducted a local search via their device! ! ! !   More than 75% of time spent on mobile devices is conducted ON THE GO (or out of home)! ! ! !   Mobile searchers are closer to the ! !buying decision:! –  Mobile – 70% transact within the hour! –  Desktop – 70% transact within a month! ! Sources:  The  Mobile  Movement  Study,  Google  /  Ipsos  OTX  MediaCT,  April  2011;   Jiwire  January  2012,  Bing  2010  
  • 36. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Driving Softness in Local Content Categories! !   While most mobile content usage is incremental to desktop usage – the following categories have experienced significant softness in desktop usage! ! -­‐2%   Maps -­‐4%   Comparison Shopping -­‐5%   News -­‐12%   Weather -­‐23%   Directories Source: comScore Media Metrix Multi-Platform (Beta) US, Dec 2012 36
  • 37. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute ½ of Smartphone Searchers Purchase! Source: Google – Mobile Movement Study, 2012 37
  • 38. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Search Best Practices! !   Pay for top placement! !   Localize your messaging! ! !   Utilize call extensions! !   Have a mobile optimized landing page! !   Donʼt forget about Apps!! –  Donʼt take a Google only strategy – cover all of the top most used applications in your category as well! 38
  • 39. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Client Example: Dunkin Donuts! 3. RESULTS2. SEARCH1. APP HOME 4. WEBSITE / LANDING PAGE •  RESULTS - Dunkin’ Donuts experienced click-through rates that where 6 x’s industry rates – with a strong secondary action rate of 35% 39
  • 40. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Think Outside The Search Box! !   Mobile Display is growing faster than any other ad category Source:  emarketer,  June  2013 40
  • 41. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Mobile Consumer Usage Trends! Source:  Nielsen,  2011   41
  • 42. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute The Ability To Reach Your Target Audience Passively ~ outside of search! 42
  • 43. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Defining Location Targeting! !   Standard Geo-Targeting – the use of zip codes, cities, DMAs or other standard geo boundary to define an area in which ads can be targeted.! ! ! !   Geo-Precision Targeting - refers to targeting areas that do not conform to standard geo-boundaries. ! ! • Geo-Fencing - based on a set proximity or distance around select places or points of interest. ! ! • Geo-Behavioral Targeting – typically based on real-time, historical, or location specific consumer behaviors that allow for dynamically determined targeting areas that change and shift as relevant user activity is detected. An example of Geo-Behavioral Targeting is xAdʼs proprietary SmartFencing™ technology which incorporates first party real-time search behaviors to identify and dynamically target key audiences.! Standard Geo Geo Fencing Geo Behavioral 43
  • 44. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Targeted Display Performance! !   On average locally targeted mobile ads achieve a CTR between 0.5 – 1%! ! !   However, the true measure of performance in mobile display is in post-click action! Top Secondary Actions of Locally Targeted Mobile Display 44
  • 45. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 45 Pinkberry Goes Greek with Location Targeted Ads !   Targeting Solution: –  1 mile SmartFence™ around Pinkberry locations !   Results: ─  The campaign doubled the client’s mobile benchmark CTR and was highly successful in driving a lift in store traffic as measured by mobile coupon redemptions
  • 46. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 46 Calvin Klein: Enhancing Relevance by Time of Day !   Targeting Solution: –  Audience target of luxury retail shopper + 10 mile SmartFence™ around Macy retail locations –  Creative was day parted to drive in-store traffic during store hours or an mCommerce shopping experience after hours !   Results: ─  The campaign exceeded the clients CTR benchmark by 26% while helping to increase local sales during the 2-week campaign. Evening    Crea5ve   Day5me  Crea5ve  
  • 47. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 47 Outback – Nothing but Gain in their Conquesting Game !   Targeting Solution: –  To increase local market sales ads were targeted to appear when consumers were within 5 miles of any Outback competitor location !   Results: ─  The campaign exceeded the industry benchmark CTR by nearly 80% during the campaign period and has become an ongoing line item across Outback’s mobile campaigns
  • 48. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute The Mobile Opportunity - Key Take-Aways! !   In mobile location matters –  Localizing you ad message is just as important as the targeting –  Pay for top placement –  Coverage in browser + application essential !   Re-Think Mobile Display –  Not at all like traditional desktop display –  Ability to generate performance in addition to local market awareness !   Performance must be measured past the ad click 48
  • 49. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute Summary! !   There is an amazing opportunity for marketers in Mobile Search and Display! ! !   To reap the rewards – think “Mobile First”! ! !   The time to start is NOW.! ! 49
  • 50. © 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 50 Contact Information Monica Ho VP, Marketing Monica.ho@xad.com P : 646-831-2168

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