Scott Jones, ChaCha - Think LA Mobile Breakfast


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A 2011 state of the union address on where mobile has been and where it is going as far as the advertising and marketing worlds are concerned from one of mobile's founding fathers, Scott A. Jones.

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Scott Jones, ChaCha - Think LA Mobile Breakfast

  1. 1. thinkLA Mobile Breakfast<br />Thursday, June 16, 2011<br />
  2. 2. Event & Keynote Introduction<br />thinkLAMobile Breakfast<br />Master of Ceremonies<br />Paul Santello <br />SVP, Brand Sales & Marketing<br />Evolve Media<br />
  3. 3. Co-Founder, Chairman, CTO<br /><ul><li>Creator of #1 voicemail technology worldwide
  4. 4. Sold to Comverse for $843 million</li></ul> Co-Founder, Chairman, CEO<br /><ul><li>Creator of world’s largest music database
  5. 5. Sold to Sony for $260 million</li></ul> Founder, Chairman, CEO<br /><ul><li>Definitive source of real-time answers
  6. 6. Provided over a billion answers so far
  7. 7. Fastest-growing Q&A company</li></ul>Keynote Presentation: Scott A. Jones<br />
  8. 8. Scott Jones: Pioneering Technologies at Work & at Home<br />MTV Cribs Awards: A Decade of Cribs - January 2010<br />WINNER: Crib of the Decade<br />WINNER: Best Home Theater<br />Visit<br />to see Scott’ crib!<br />MTV Cribs Awards Available on iTunes<br />
  9. 9. thinkLA Mobile Breakfast<br />Keynote Presentation<br />Scott A. Jones<br />Thursday, June 16, 2011<br />
  10. 10. Q: What is ChaCha anyway?<br />
  11. 11. #1 Real-time Answers <br />25 Million<br />Monthly unique users<br />3+ Million<br />Answers provided to users every day<br />1+ Billion <br />Questions ChaCha’s answered <br />
  12. 12. About ChaCha’s Mobile Answers<br />View this video here: <br />
  13. 13. ChaCha Answers on Mobile<br />Mobile App<br />Mobile Web<br />Mobile Messaging<br />What was the final score of the NBA Championship game?<br />Win a working with…<br />Dallas Mavs 105, Miami Heat 95 on 6/12. ChaCha on. <br />9<br />
  14. 14. Some of Our Brand Partners<br />“ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive, cross-platform experience.”<br /> Cameron Death, Sr. VP & GM<br /> NBC Universal Digital Studios<br />10<br />
  15. 15. Q: Does advertising on mobile phones matter?<br />
  16. 16. 280<br />Mobile Subscribers<br />Satellite TV Subscribers<br />20<br />Cable TV Subscribers<br />65<br />TV Households<br />125<br />Internet Access<br />221<br />In Millions<br />Source: Lifestyle Wireless, 2011<br />Mobile is #1 in Audience and Reach<br />
  17. 17. Internet users in millions<br />Mobile Web will surpass ‘tethered’ usage within 3 years<br />Source: Morgan Stanley, April 2010, Global Projection<br />Mobile vs. Desktop Internet User Projection<br />
  18. 18. Desktop versus Mobile: Different Animals<br />Solitary<br />Fixed location<br />30 minutes<br />Sift through results<br />Focused on desktop<br />Often Research-oriented<br />Social<br />On the go<br />30 seconds<br />Need an answer<br />Multi-tasking<br />Timely, contextual, personal topics<br />
  19. 19. Mobile Users Express Immediate Intent<br />Vs.<br />Understanding Mobile Information Needs – October 2010 – Church et. Al.<br />
  20. 20. Mobile Search Users Are Impatient<br />80% report frustration with mobile web due to speed, too many clicks, and too much irrelevant content.<br /> -Qualcomm - 2010<br />80% Shorter <br />Search Session <br />& <br />80% Lower CTR<br /> 15 +<br />mins<br />< 3<br />mins<br />Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.<br />
  21. 21. Smartphone Users Multitask<br />
  22. 22. I see search moving away from statelessness to something more resembling a conversation.<br /> - Peter Norvig<br /> Google Director of Research<br />Mobile is Conversational & Personal<br />
  23. 23. Desktop Experience Does NOT Transfer to Mobile<br />How do over 40,000 results look on a mobile phone?<br />
  24. 24. Answers vs. Results - Which Would YOU prefer?<br />Answers<br />Results<br />How many licks does it take to get to the center of a tootsie pop?<br />Engineering students from Purdue University reported that their licking machine, modeled after a human tongue, took 364 licks. <br />Source:<br />vs<br />
  25. 25. Share of Web Traffic Coming from Mobile Devices<br />Entire Web<br />Global StatCounter, comScoreqSearch, Google Analytics Mobile – May 2010 - May 2011<br />
  26. 26. Web and Mobile are Complementary<br />Google Inside Search, May 2011<br />
  27. 27. Mobile & Desktop Inversely Related Throughout Day<br />Google Inside Search, May 2011<br />
  28. 28. Smartphone vs. Feature Phone Usage<br />comScoreMobiLens – March 2011<br />
  29. 29. 65%<br />37% of US mobile subscribers have smartphones now <br />Nielsen MarketSight – Q2 2011<br />Smartphone Penetration Accelerating<br />
  30. 30. Feature<br />Phones<br />2%<br />Other<br />13%<br />37%<br />63%<br />4%<br />Smartphones<br />10%<br />9%<br />Nielsen MarketSight – Q2 2011<br />Smartphone Adoption Surged 12% in 6 Months<br />
  31. 31. Some early-adopter smartphone users do NOT have data plans<br />Of mobile users who have data plans, 23% consume small amounts of data<br />The top 10% of ‘super users’ consume 90% of the data<br />Android and iPhone users consumer 2x more data than other phones<br />Sources: Nielsen Marketsight and <br />Nielsen Company, Customer Value Metrics, Single Line Accounts – May 2011 <br />Smart? Phones<br />
  32. 32. LBS has Reach Challenges<br />28<br />82% <br />use cell phones<br />71% use SMS<br />35% have apps<br />24% use apps<br />4% Use LBS<br />% of U.S. population<br />6/20/2011<br />Source: PewSeptember 2010<br />
  33. 33. Only Some Apps Are Important<br />TechCrunch / Localytics – 3Q 2010<br />
  34. 34. Smartphone Users More Likely to Text and Text More Often<br />“What started once as a 'teenager thing' has now reached the total population… <br />“Messaging is the broadestreaching communication platform<br />on the planet.”<br /> ~ TomiAhonen<br />Adoption<br />Adoption<br />705<br />SMS Per<br />Month<br />891<br />SMS Per<br />Month<br />Feature<br />Phones<br />Smart<br />Phones<br />Source: Mobile Media Marketplace Q2<br />Nielsen MarketSight – Q2 2011<br />
  35. 35. Mobile Marketing Options and Adoption<br />31<br />MORE THAN 3 YEARS<br />1-3 YEARS<br />LESS THAN 1 YEAR<br />Mobile websites<br />Mobile apps<br />Mobile messaging/SMS<br />Mobile display ads (CPM or CPC)<br />Mobile search<br />Mobile rich media apps<br />Mobile video<br />2D "smart" barcodes<br />Mobile coupons<br />Location-based services<br />Interactive voice response<br />Mobile gaming<br />Proximity - Bluetooth, RFID<br />Near field communications payments<br />Source: Association of National Advertisers, 2010<br />
  36. 36. Integrated Approach to Mobile Marketing Key<br />Personalize the User Experience with Context<br />Make sure you’re represented across all mobile media<br />
  37. 37. Mobile is Outperforming Online in Every Measure<br />The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns. <br />
  38. 38. Are Advertising Dollars Being Spent Wisely?<br />Mobile is Lagging = <br />GIANT Opportunity<br />20% of Ad $$<br />43% of Ad $$<br />5.7% of Ad $$<br />6.3% of Ad $$<br />6.3% of Ad $$<br />Average Weekly Hours Spent vs. % of Ad $$’s<br />0.8% of Ad $$<br />eMarketer – May 2011<br />
  39. 39. Mobile Marketing: It’s Still Very Early<br />17%<br />10%<br />4%<br />Smaato, mobileSQUARED & Lightspeed Research, Nov 2010<br />
  40. 40. US Mobile Ad Spending = 2.5B in 2014<br />CAGR = 44%<br />eMarketer, September 2010<br />
  41. 41. thinkLA Mobile Breakfast<br />Thursday, June 16, 2011<br />Thank You!!<br />