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Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising
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Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising

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  • 1. Mobile Marketing AssociationKRISTYN CLEMENTDirector, Research & InsightsAT&T AdWorks©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T
  • 2. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T
  • 3. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Marketplace
  • 4. Mobile Marketing Association©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TSmartphones Continue to RiseThe mobile landscape is getting smarter. Now, nearly 1 in every 2 mobilephone consumers owns a smartphone and that number will continue torise.U.S. Mobile Phone Users 2012:242.8 MMNon-Smartphoneusers: 127 MM47.7%52.3%Smartphoneusers: 115.8 MMProjected growthof smartphoneusers in 2013:137.5 MMSource: eMarketer 2012
  • 5. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TCurrently, about 1 in 4 U.S. consumers now owns a tablet and thatnumber is projected to rise to 1 in 3 in 2013.33.7 MillionTablet Users79.1 MillionTablet Users108.6 MillionTablet Users2011 2012 2013Tablet Penetration is Growing FastSource: eMarketer 2012
  • 6. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Usage at Home
  • 7. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMulti-Screen Usage is a Big DealOf the consumers who own a smartphone, tablet and/or laptop, 67% ofthem frequently use their second screen while watching TV.Always NeverSometimes24%33%23%35%27%8% 7%23%31%25%14%8%Smartphone Tablet LaptopFrequently SeldomFrequency of Using Devices While Watching TVSource: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012; Based to those who own each device. Due to rounding, percentages may not add up to exactly 100%.
  • 8. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T87% 94% 43% 66% 23% 48%Multi-tasking activitiesunrelated to the TV programbeing watchedAccessed content relatedto the TV show beingwatchedViewed show-related contentthat was being synched with TVcontent in real timeOwn 1 mobile device Own 2 mobile devices91% 53% 23%Own 3 mobile devicesSource: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012. Mobile devices include laptop, smartphone and/or tabletMulti-Tasking Mobile Device BehaviorsThe more devices owned, the more second screen content is consumed.
  • 9. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Usage In-store
  • 10. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T70% of smartphone owners have done at least 1 of the followingactivities while using their phone in a store:Checked the price of an item from competitorsLooked up shipping info for an itemSent a picture prior to purchase to get an opinionContacted someone (call, text or email) to get their opinion before purchaseUsed a coupon on your smartphoneScanned a QR codeReviewed a product description to get more informationPurchased a product online after seeing it in-storeCheck to see if an item is available for in-store pickup35.2%16.4%15.7%32.9%25.4%22.4%28.6%24.3%24.3%15.6%Comparisons:Promo Actions:Advice:Research:Checked to see if item is in-stock at another storeLooked for discounts, coupons or offers online18.9%15.7%Read product reviewsSource: AT&T AdWorks Custom Online Study, Compete, Sept. 2012Mobile Usage In-store
  • 11. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TInterstitial unit delivered a 5% CTR and 10% in unit engagementGenerated more than 34,000 coupon downloads saved in mobile phone‟s photos(extending the life of the campaign)6% redemption rate of product samples at participating storesChicagoCosmeticsClick forFree SampleInterstitial unit delivered a 5% CTR and 10% in unit engagementGenerated more than 34,000 coupon downloads saved in mobile phone‟s photos(extending the life of the campaign)6% redemption rate of product samples at participating storesChicagoCosmeticsClick forFree SampleAT&T AdWorks ran a mobile coupon campaign for acosmetic company that offered free product samples tocustomers in store. The campaign was targeted to women inthe Chicago DMA.The campaign included both banner ads andinterstitial ads with the ability to download acoupon and save it as a photo on a mobilephone. The ad units also featured a storelocator screen with a map locating the closestparticipating stores to redeem the coupon.Campaign Results:Case Study: Mobile Coupon CampaignSource: AT&T AdWorks Internal Campaign Data, 2012
  • 12. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Technology Snapshot
  • 13. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TNear FieldCommunications(NFC)“Nothinggets youcloserto yourconsumerthanmobile.”- CEO, Digital IndustryOrganization2D/QRCodesSource: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012AT&T AdWorks recently conducted primary research toevaluate different mobile technologies in the marketplaceincluding 2D/QR Codes and NFC. This research looked atthe selected mobile technologies from both a ConsumerView and a Marketer View.Using Mobile Technology as a Tool
  • 14. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T• 1-in-5 smartphone owners has used NFCwhich is dependent on owning an NFC-enabled phone• Primarily used for streaming media, mobilepayments, and location check-in forrewards. Potential for use in informativeand promotion based content• 62% of current users are „very satisfied‟ withtheir experience(s)• Top reasons for dissatisfaction:not enough usage opportunities availabletoday, and took too long for content to load• 2-in-3 current users describe the technologyas intimidating to use• Less than half of smartphone owners haveever used 2D/QR codes…despite them beingavailable for several years• Primarily used to learn more aboutproducts, obtain coupons, interact withads, and look up information about a location• Only 46% of current users say they were „verysatisfied‟ with their experience(s)• Reasons for dissatisfaction: lack of valuablecontent, content taking too long toload, information was not what was expected• 40% of current users claim they areintimidating to use2D/QR CodesNear Field Communications(NFC)Consumer View: Disappointed with QR codes;Pleased with NFC experienceSource: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012
  • 15. Mobile Marketing AssociationMarketer View: Missed opportunity with QRcodes; NFC opportunity looks promising©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T2D/QR Codes• Technology was forced on consumers; consumerswere not well educated on how to use the codes• Saw promise in QR codes but overzealousapplication in ads far outpaced the consumers‟adoption of the technology• Value propositions were squandered by poorexecution. Given the lack of success, marketersare moving on to the next mobile technology“We didn‟t seeusage despiteindustry trying toforce it onconsumers.”“Consumers areconfused. It needsto be embeddedand intuitive togain usage.”Near Field Communications (NFC)• Positive and optimistic outlook of the technology• Applying the lessons they learned from QRcodes to nurture this new mobile tool bycapitalizing on the connection it providesbetween the digital and physical world• Anticipate NFC usage to be strongly linked tomobile payment depending on broad point ofsale (POS) adoption“Barriers are lower foraccessing content…youdon‟t have to start up anapp like with QR codes.”“The day iscoming, but notwithin the nextyear.”“Connectingmobile andPOS is going tobe huge. It‟sgoing to openup a lot ofopportunities –very exciting.”“We have gone too far down the road whereconsumers think the experience is going to suck.”Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012
  • 16. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Ad Landscape &Best Practices
  • 17. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TMobile Ad LandscapeMobile spend has been slowly increasing, yet not as fast as the increasein the amount of time consumers are spending on their devices.1.6%Share of time spent using media daily Ad spending share11.7%The Daily MediaShare of Average Time Spent on Mobile Among Adultsvs. Ad Spend in USSource: eMarketer Sept. 2012
  • 18. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TBannersRich MediaVideoSMS$Millions2010 2011 2012 2013US Mobile Ad Spending by FormatUS Mobile Ad Spending is IncreasingeMarketer projects mobile ad spend to steadily increase, with bannerand rich media formats predicted to increase most quickly.Source: eMarketer Sept. 2012
  • 19. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&T86%10%4%65%24%11%Standard VideoRich MediaStandard VideoRich MediaShare of Impressions Delivered by Device: 2012Impressions Delivered by DeviceAdWorks saw an increase in the number of mobile campaigns during 2012.Clients have been buying more and more in tablets, but smartphone stilldominates as the primary mobile ad device.Source: AT&T AdWorks Internal Campaign Data, 2012
  • 20. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TAverage Mobile Audience Network CTR by Ad Type on Smartphones and/or TabletsStandard Rich Media Video0.68%1.03%2.06%+ + +CTR Trends by Ad TypeCTR is impacted by several factors, but trends exist when evaluating theperformance of different ad formats. Standard banners tend to deliverlower CTR than rich media and video placements.Source: AT&T AdWorks Internal Campaign Data, 2012. Only campaigns delivering 100K+ impressions were included.
  • 21. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T28%15% 14% 12% 14% 11% 12% 10% 13%25%18%15%12%19%8%15%10%16%36%45%42%47%47%48%48%44%48%9%18%22% 23%18%27%20%30%21%3%7% 6% 6% 5% 6%Interstitial Ad(n=540)Click2Fill(n=580)Mobile ShopAlerts(n=605)Coupons(n=517)In-bannerVideo (n=520)Store Locator(n=475)ProductCarousel(n=508)360 DegreeProduct View(n=610)Photo Gallery(n=514)I love itI like itNeutralI dislike itI hate itConsumer Perceptions: Ad FeaturesDigital Ad Unit Type: Consumer RatingAds that provide a built-in value proposition – either monetary and/orinformational – are rated more positively by consumersSource: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
  • 22. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&TBased on Shop Alert ad concept evaluations (n=605)“I like the timely savings… I wouldn’t haveto worry about coupons when I shop.”Likely to Click On or InteractWith Ad Type(% Top 2 box )36%22%25%20%21%24%SmartphoneTabletPC / LaptopOther Ad Concepts Mobile Shop AlertsRestaurants 52%Electronics 43%Food Products 38%Health & Beauty 37%Top 5 Vertical FitExample 1: Shop AlertsBase: owners of each deviceApparel 47%Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
  • 23. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T0%10%20%30%40%50%More likely torememberFeel more positiveabout a brandStands out fromother adsMakes me want tolearn moreClick on adVisit websiteRemember seeingthe adMobile Shop Alerts Other Ad Concepts40.3%37.5%26.8%Read the offerRedeem the offerTell a friend about the offer% Top 2 box Likely To(Assuming ad was for a product/service you are interested in)% Top 2 box Likely / Agree“It would tempt me to go to aparticipating store.”38% agree (top 2 box)…“An ad like this would help me discovernew store locations I wasn’t aware of.”Based on Shop Alert ad concept evaluations (n=605)Example 1: Shop Alerts
  • 24. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&TLikely Click on or Interact With Ad(% Top 2 box )Automotive 62%Apparel 55%Electronics 42%Appliances 7%Housewares 36%Top 5 Verticals Fit“I like that I can view the productof interest at every angle andinteract with it.”Example 2: 360° Product ViewerSource: AT&T AdWorks Custom Online Study, Compete, Jan. 201317%30%33%22%19%23%SmartphoneTabletPC / LaptopOther Ad Concepts 360 Degree Product View360° Product ViewerBased on 360° Product Viewer ad concept evaluations (n=610)
  • 25. Mobile Marketing Association ©2013AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T% Top 2 box Likely To / Agree% Top 2 box Likely To / AgreeRecall interacting with and adlike this: 12%138 Index to other ad conceptsBased on 360° Product Viewer ad concept evaluations (n=610)0.0%10.0%20.0%30.0%40.0%50.0%More likely torememberFeel more positiveabout a brandStands out fromother adsMakes me want tolearn moreClick on adVisit websiteRemember seeingthe ad360° Product Viewer Other Ad Concepts 35%40%39%45%21%Rotating the product and/orchanging the colorHelp me understand theadvertiser’s products /servicesAn ad like this would be funto interact withSeeing product optionsvisually makes the productmore interestingMore likely to purchase aproduct if featured in an adlike thisSource: AT&T AdWorks Custom Online Study, Compete, Jan. 2013Example 2: 360° Product Viewer(Assuming ad was for a product/service you are interested in)
  • 26. Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.Proprietary Information of AT&TKeep the ads simple but effective. Include several clear and large calls to actionfor smartphones and reserve heavy content rich media ads for tablet.Incorporate a mix of ad units to maximize reach and optimization opportunities.The “right” mix of ad units is highly dependent on the details of the campaign.But, in general, standard banners are economical and tend to work well forconversion, while rich media works better as a branding and engagement tool.Include rich media interstitial ads which tend to perform well and provide adifferent element to more standard ad buys.Click-to-video banners and video ad units are easy to build, do not require longlead time, and allow advertisers to leverage online creative assets.Ad unit “fit” matters. Certain ad types work better for tablet or smartphone andfor specific verticals/product types.Best Practices for Mobile Ad CampaignsTips for maximizing the effects of your mobile campaign.