The Mobile Hub: The next presentation in our Inside Mobile Masterclass series


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How to effectively integrate mobile into a multi-channel marketing plan.

The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.

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The Mobile Hub: The next presentation in our Inside Mobile Masterclass series

  1. 1. Why integrated mobile is important and will become more importantHow mobile is THE How mobile disrupting almost everything MOBILE fits into the purchase funnel HUB 5 ways to think integrated
  2. 2. Source: Mary Meeker
  3. 3. Source: Pope Francis’ first crowd address
  4. 4. Source: Google – ‘The New Multi-Screen World’
  5. 5. 5045 43 40403530 2925 22 23 Ad Spend Per Media20 16 Time Spent Per Media15 1110 9 6 5 1 0 TV Print Web Radio Mobile
  6. 6. • Too many variablesPlanning • Fragmentation • ReportingTracking • Funnel analysis • Small screenCreative • Multi formats • Can’t find niche audiences Data • Not enough, or no insights being extracted • Low impact/Band-withBranding • Not significant
  7. 7. • Too many variables DSP’S etcPlanning • Fragmentation • Reporting UDID out but IDFA in, someTracking • Funnel analysis standardisation of OS • Small screen IAB/MMA specs, someCreative • Multi formats standardisation of OS • Can’t find niche audiences Testing works, the Data • Not enough, or no insights being extracted more the better • Low impact/Band-with Better than online in manyBranding • Not significant brand metrics, 4G & WiFi
  8. 8. Source: Nielsen
  9. 9. Source: Datamonitor
  10. 10. BroadcastEngagement/EducationAcquisition(Re)engagement
  11. 11. Source: Microsoft – ‘Meet the Screens’
  12. 12. 79% of consumers use a smartphone to help themshop, whilst 70% use a phone in-store.74% of consumers have also made a purchasefollowing research on their smartphone.Almost half of all smartphone owners havepurchased via their device in the last 12 months.The value of mobile payment transactions in 2012 was$171.5 billion.This is expected to grow to $490.9 billion by 2015.
  13. 13. Source: Microsoft – ‘Meet the Screens’
  14. 14. Source: eMarketer
  15. 15. • Offers • Offers help • I can compare • All my information in when I’m in prices, questions different ways need. features and about the like a solution brands, before brand/product provider. deciding on are answered what to buy. directly.• I hate it when • It steals the • It’s rebellious, • It enters your ads ask me to little space I it interrupts space, as if it click have on my me whilst I play were going to something that screen. or work. harm your is unclear. phone.
  16. 16. If products are both important and utilitarian, the weak signals on mobile display advertising will have a stronger effect. The ads work not by providing any new information, but by reminding consumers of the information they already know about a particular product.Source:
  17. 17. Source: Google – ‘The New Multi-Screen World’
  18. 18. Share of Time Spent Share of Time Spent (Smartphone) (Tablet)Source: Millward Brown Adreaction
  19. 19. Source: DMA
  20. 20. Source: DMA