Mobile:Your Customers Are There.Why Aren’t You?SIMposiumMonica Ho, VP of Marketing - xAdJune 14, 2012                © 201...
Vice President of Marketing, xAdMonica Ho            At the helm of our New York City operations,                     Moni...
Who is xAd?The largest mobile ad network for locally targeted search and displayReach: –   Over a billion local ad request...
Discussion TopicsThe Mobile OpportunityMobile Marketing Best PracticesMobile Marketing In Action– LaQuinta Hotels– Allstat...
Media Time Spend vs. Ad Spend            US adults now spend more time on mobile devices each50%                    day th...
Digital Ad Spend ForecastLocal Digital Ad Spend – Stationary vs. Mobile      © 2012 xAd, Inc │ Confidential and Proprietar...
Mobile’s Big Take-Over © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile is Inherently Local                  65% of Mobile Ad Spend to be Local by 2016.                $9.0               ...
The Mobile Tipping Point                  Today, over 50% of the U.S. Population owns a Smartphone                  device...
Smartphone vs. Feature Phone  Smartphone penetration is currently at 50%  As Smartphone penetration increases, so will the...
Keep It Simple Local Stupid       90% of mobile consumers have conducted a       local search via their device       9 out...
Mobile Ads Perform                          Palm Sized Advertising. Business Sized Results                   Search       ...
5 Mobile Marketing Best Practices      every marketer should know      © 2012 xAd, Inc │ Confidential and Proprietary │ Do...
“L”isten       © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute   14
“L”isten                             Conduct a search for your business in mobile                             –   Are you ...
“L”istenAnalyze your competition–   What’s working? What’s not?                   © 2012 xAd, Inc │ Confidential and Propr...
“L”istenLeverage your website analytics–   How much of your current website traffic is coming from mobile?–   What are the...
“L”abel      © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute   18
“L”abelLabel what success looks like–   What type of customer would you reach?–   What do you want this customer to do / a...
“L”ayout      © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute   20
“L”ayoutLayout creative specifically for mobile–   What has worked for desktop, will not work for mobile.                 ...
A Bad Mobile Site Can Cost You.           6 out of 10 consumers expect the website experience to           be the same if ...
“L”everage       © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute   23
“L”everage                                                          adMob Leverage the                                    ...
“L”earn  Test  Track  Repeat           © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute   25
“L”earnLooking Beyond The Mobile ClickMobile local searchers have immediate needs and they don’twaste anytime fulfilling t...
Mobile Marketing In Action   + Valuable Lessons Learned   © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribu...
LaQuinta HotelsGoal: Increase online reservations via MobileStrategy: – Locally targeted ads appeared in (3) target market...
LaQuinta HotelsInitial test was then followed up with a secondary test on xAd’s networkwhich utilized dynamic display crea...
Starwoods Use of Click-to-Call   “One of the things we’ve noticed in   mobile is that we can convert a lot better   if we ...
Allstate InsuranceGoal: Generate calls and business listing visits to local agents viamobileStrategy: – Locally targeted m...
Allstate Insurance           Unexpected Result:             – In addition to driving calls to local agents the display cam...
Lessons LearnedPerformance can not be measured on the click aloneWhat you want the campaign to do --- may not be whatthe m...
Questions            Monica Ho          VP, Marketing       Monica.Ho@xad.com         P : 646.831.2168© 2012 xAd, Inc │ Co...
Upcoming SlideShare
Loading in...5
×

Mobile: Your Customers Are There. Why Aren't You?

715

Published on

Monica Ho, Vice President of Marketing at xAd, presents on mobile marketing at SIMposium 2012.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
715
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
33
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Mobile includes mobile phones, tablets and wi-fi enabled laptops.
  • Mobile: Your Customers Are There. Why Aren't You?

    1. 1. Mobile:Your Customers Are There.Why Aren’t You?SIMposiumMonica Ho, VP of Marketing - xAdJune 14, 2012 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
    2. 2. Vice President of Marketing, xAdMonica Ho At the helm of our New York City operations, Monica is responsible for developing and leading xAd’s marketing functions, as well as overseeing the company’s communications and strategically positioning it in the mobile- local marketplace. Monica’s tenure in the industry includes 12- plus years of local marketing and advertising, including a solid foundation in online advertising, sales, strategy and account management. Prior to xAd, she served as Senior Vice President of Marketing and Strategy at TMP Directional Marketing, where she helped launch a digital-marketing division called 15miles.
    3. 3. Who is xAd?The largest mobile ad network for locally targeted search and displayReach: – Over a billion local ad requests served per month with access to over 10 billion targeted impressions – Largest local-app reach of any other network – Over 3 Million local advertisersRapid Growth: 300% increase in network traffic from 2011 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 3
    4. 4. Discussion TopicsThe Mobile OpportunityMobile Marketing Best PracticesMobile Marketing In Action– LaQuinta Hotels– Allstate Insurance © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 4
    5. 5. Media Time Spend vs. Ad Spend US adults now spend more time on mobile devices each50% day then they do with print media.45% 43% Ad Spend40% 38% Time Spent35%30% 29%25% 24%20% 16%15% 12% 11% 10%10%5% 4% 1%0% TV Print Online Radio Mobile Source: eMarketer, December 2011; Flurry Analytics © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 5
    6. 6. Digital Ad Spend ForecastLocal Digital Ad Spend – Stationary vs. Mobile © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
    7. 7. Mobile’s Big Take-Over © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
    8. 8. Mobile is Inherently Local 65% of Mobile Ad Spend to be Local by 2016. $9.0 US Mobile Ad Spend (National vs. Local) $8.0 $7.0 Local $6.0 NationalUS $ Billions $5.0 $5.0 65% $3.9 $4.0 $2.9 $3.0 $2.1 $2.0 $1.3 $0.8 $2.4 $2.7 $1.0 $1.8 $2.1 $1.0 $1.3 $- 2011 2012 2013 2014 2015 2016 Source: BIA/Kelsey – Local Mobile Forecast, 2012 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 8
    9. 9. The Mobile Tipping Point Today, over 50% of the U.S. Population owns a Smartphone device. This is projected to be 90% by 2015. 3000 Global Internet Device Sales 2500 2014 Tablets to represent nearly 50% of PC sales Tablets 2000 2013 Mobile Internet access projected to surpass desktop accessmillions 1500 2011 Smartphones exceed sales of personal computers 1000 Smartphones 500 Personal Computers 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E Source: Google/Ipsos Study 2011, Google Survey – Holiday Shoppers 2012, Business Insider – The Future of Mobile; February 2012 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 9
    10. 10. Smartphone vs. Feature Phone Smartphone penetration is currently at 50% As Smartphone penetration increases, so will the amount of time a consumer spends with their phone. Smartphone Feature Phone % who use the mobile 87% 36% Internet % who go online via 68% 28% device daily % who prefer going 25% 10% online via the deviceSource: The Pew Research Center Internet & American Life Project, Spring Survey 2011 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 10
    11. 11. Keep It Simple Local Stupid 90% of mobile consumers have conducted a local search via their device 9 out of 10 are searching because they have an immediate need Consumers are searching for businesses within 5 miles of their existing location Mobile searchers are closer to the buying decision: – Mobile – 70% transact within the hour – Desktop – 70% transact within a monthSources: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011; Jiwire January 2012, Bing 2010 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
    12. 12. Mobile Ads Perform Palm Sized Advertising. Business Sized Results Search Desktop Mobile xAd Mobile Local Search Search Search (Average CTR) (Average CTR) (Average CTR) 0.5% 2.9% 5% - 8% Display Desktop Mobile xAd Locally Targeted Banner Banner Banners (Average CTR) (Average CTR) (Average CTR) 0.09% 0.17% - 0.67% 0.72% +Sources:Google – March 2011, The Search Agency Campaign data – May 2011, xAd Advertiser performanceInsightExpress Cross-Platform Comparison Stats, June 2011; Mobiclix Index ,Sept. 2010; xAd campaign data © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 12
    13. 13. 5 Mobile Marketing Best Practices every marketer should know © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 13
    14. 14. “L”isten © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 14
    15. 15. “L”isten Conduct a search for your business in mobile – Are you coming up in top search results? – Are you visible in the top search applications etcMOBILE-LOCAL SEARCH ACCESS Application 50% In Browser 50% © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 15
    16. 16. “L”istenAnalyze your competition– What’s working? What’s not? © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 16
    17. 17. “L”istenLeverage your website analytics– How much of your current website traffic is coming from mobile?– What are the most visited mobile pages?– What devices are being used etc. © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 17
    18. 18. “L”abel © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 18
    19. 19. “L”abelLabel what success looks like– What type of customer would you reach?– What do you want this customer to do / accomplish?– Does this type of action make sense for the platform? © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 19
    20. 20. “L”ayout © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 20
    21. 21. “L”ayoutLayout creative specifically for mobile– What has worked for desktop, will not work for mobile. © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 21
    22. 22. A Bad Mobile Site Can Cost You. 6 out of 10 consumers expect the website experience to be the same if not better on mobile devices. If not…. 61% Are unlikely to return to the site 40% Would visit a competitors site 20% Would have a negative perception of the businessSource: Compuware, Why The Mobile Web is Disappointing End Users, March 2011 and Proprietary │ Do Not Distribute © 2012 xAd, Inc │ Confidential
    23. 23. “L”everage © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 23
    24. 24. “L”everage adMob Leverage the Millennial Media right partners – Does the site / ad JumpTap network reach the right audience? – What targeting options do they have? • Not all networks are created equal CALL MAP © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 24
    25. 25. “L”earn Test Track Repeat © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 25
    26. 26. “L”earnLooking Beyond The Mobile ClickMobile local searchers have immediate needs and they don’twaste anytime fulfilling them with the majority making a phonecall or finding directions to visit the business. OTHER MAPS & Secondary Action Rates 6% DIRECTIONS 36% CALLS 58% © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 26
    27. 27. Mobile Marketing In Action + Valuable Lessons Learned © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 27
    28. 28. LaQuinta HotelsGoal: Increase online reservations via MobileStrategy: – Locally targeted ads appeared in (3) target markets across 5 Mobile Ad NetworksResults: – Zero reservations were completed during the campaign © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 28
    29. 29. LaQuinta HotelsInitial test was then followed up with a secondary test on xAd’s networkwhich utilized dynamic display creative + localized landing pageResults: – Both the original banner and xAd dynamic creative were shown to produce calls – xAd dynamic display ad had a click to call rate of 0.72% © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 29
    30. 30. Starwoods Use of Click-to-Call “One of the things we’ve noticed in mobile is that we can convert a lot better if we drive consumers to a call center with a click- to-call experience rather than a click-to-book experience.” • Tracked calls and map/directions lookups to determine ROI • Click to Call driving majority of mobile bookings. In addition: - Mobile booking growth of 20% month on month - 200% increase in mobile trafficSource: Starwood interview, emarketer 4/12; Google, Razorfish 2012 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
    31. 31. Allstate InsuranceGoal: Generate calls and business listing visits to local agents viamobileStrategy: – Locally targeted mobile display AND search ads appeared in local markets for 193 local agents.Results: – Campaign has driven calls in both search and display – Search: 35% Click-to-call rate – Display 0.6% Click-to-call rate © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 31
    32. 32. Allstate Insurance Unexpected Result: – In addition to driving calls to local agents the display campaign provided additional value based on the frequency of secondary actions Description 3% Calls 12% More Information 24% Allstate Campaign Secondary Action Breakdown Map/Directions 61%Source: xAd Network - Allstate Display Campaign, April-May2012 © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 32
    33. 33. Lessons LearnedPerformance can not be measured on the click aloneWhat you want the campaign to do --- may not be whatthe mobile consumer wants to doCreative + Targeting does matterIf you don’t start to test…you will never learn © 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 33
    34. 34. Questions Monica Ho VP, Marketing Monica.Ho@xad.com P : 646.831.2168© 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 34
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×