![MOBILE INNOVATION
"[The iPhone and iPad] were revolutionary when they first
came out, but [rivals'] products that are out there now are
about as close to Apple's devices as they've ever been," said
Scott Kessler, equity analyst at S&P Capital IQ. "The question is
whether Apple is going to introduce products that are
different enough from their competitors."
- CNN Money, Sept. 2013
11
Monday, October 28, 2013](https://image.slidesharecdn.com/tmkumobile10110-131028101943-phpapp02/85/Mobile-Landscape-12-320.jpg)
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Mobile Landscape
This document provides an overview of mobile marketing. It discusses the growing mobile landscape and how consumer behavior is shifting to mobile devices. The mobile ecosystem is complex with many players and a lack of standardized measurement. The document also outlines the evolution of mobile campaigns and formats. It provides examples of available mobile data sources and challenges with mobile measurement. Finally, it encourages marketers to test mobile strategies but be realistic about current limitations.
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Mobile Landscape
- 1. Mobile 101 TMKU Monday, October28, 2013
- 2. AGENDA • What isMobile? • Mobile Landscape • Mobile Behavior • Evolution of the Mobile Campaign • Implications of the Mobile Ecosystem • Mobile Measurement • Before you RFP 2 Monday, October 28, 2013
- 3. WHAT IS MOBILE? Monday,October 28, 2013
- 4. WHAT IS MOBILE? 4 Monday,October 28, 2013
- 5. WHAT IS MOBILE? A mobiledevice (handheld device) is a handheld, lightweight, portable computing device, typically having a display screen with touch input and/or a miniature keyboard – and for the purposes of our discussion smartphones and tablets 4 Monday, October 28, 2013
- 6.
- 7. MOBILE LANDSCAPE Monday, October28, 2013
- 8. MOBILE TRAFFIC ISGROWING... Device Share of Website Traffic Traditional Tablet Smartphone • Smartphone and Tablet traffic nearly doubled in the last year. Source: Monetate Q1 2013 Ecommerce Quarterly 7 Monday, October 28, 2013
- 9. MOBILE DEVICES ARESMART... • 50.4% of mobile users in the US have a smartphone • Smartphone sales are now over 70% of all mobile phone sales 8 Monday, October 28, 2013
- 10. TABLETS OWNERSHIP PACING? Smartphone DeviceOwners 100 MILLION Tablet 40 MILLION 1 2 3 4 5 6 7 8 Years Post Introduction 9 10 11 12 Source: comScore Mobile Landscape, Mark Donovan 2012 9 Monday, October 28, 2013
- 11. 0% JAN 2005 MAR 2005 MAY2005 JUL 2005 SEP 2005 NOV 2005 JAN 2006 MAR 2006 MAY 2006 JUL 2006 SEP 2006 NOV 2006 JAN 2007 MAR 2007 MAY 2007 JUL 2007 SEP 2007 NOV 2007 JAN 2008 MAR 2008 MAY 2008 JUL 2008 SEP 2008 NOV 2008 JAN 2009 MAR 2009 MAY 2009 JUL 2009 SEP 2009 NOV 2009 JAN 2010 MAR 2010 MAY 2010 JUL 2010 SEP 2010 NOV 2010 JAN 2011 MAR 2011 MAY 2011 JUL 2011 SEP 2011 NOV 2011 JAN 2012 MAR 2012 MAY 2012 JUL 2012 WHICH OPERATING SYSTEM MATTER? 100% 90% 80% 70% 60% • Android and iOS have nearly 90% share 50% 40% • Andoird market share continues to increase. 30% 20% • Apple needs to continually innovate to stay on top. 10% Source: comScore Mobile Landscape, Mark Donovan 2012 10 Monday, October 28, 2013
- 12. MOBILE INNOVATION "[The iPhoneand iPad] were revolutionary when they first came out, but [rivals'] products that are out there now are about as close to Apple's devices as they've ever been," said Scott Kessler, equity analyst at S&P Capital IQ. "The question is whether Apple is going to introduce products that are different enough from their competitors." - CNN Money, Sept. 2013 11 Monday, October 28, 2013
- 13. MOBILE BEHAVIOR Monday, October28, 2013
- 14. CONSUMER DEVICE BEHAVIORTHROUGHOUT THE DAY Weekday Share of Device Page Traffic in the U.S. Source: comScore Device Essential – Jan 2012 13 Monday, October 28, 2013
- 15. WHAT DO PEOPLEDO ON THEIR PHONES? Time Spent per Smartphone App Category In App: •While most smartphone users in 2012 had 29+ apps installed on their phones, the average owner only used 12 apps in the past 30 days Source: Flurry Analytics, November 2012 14 Monday, October 28, 2013
- 16. TABLET BEHAVIOR Retail appealsmore to tablet consumers than smartphone users 39% Sports 25% Retail 48% 51% 38% Entertainment News 56% 49% News 61% 67% 69% Weather 60% Search 0% 20% 40% 60% 74% 80% Smartphone Tablet Source: comScore Device Essential – Jan 2012 15 Monday, October 28, 2013
- 17. MOBILE VIDEO While nota top 10 content category consumed, 25% of smartphone owners watch videos on their smartphones daily, and 21% watch videos weekly 16 Monday, October 28, 2013
- 18. LOCAL MOBILE CONSUMER •Yourfuture customers are literally around the corner, and mobile can get them in your door •Mobile customers use store locators 63 times for every one mobile commerce order -Roughly a third of all searches have local intent •90% of smartphone users who search for local info take action within 24 hours TOP APPS are LOCAL SEARCH Related: Yelp, Google, Bing, Fandango, Urban Spoon etc. 17 Monday, October 28, 2013
- 19. LOCAL MOBILE SEARCH 18 Monday,October 28, 2013
- 20. MOBILE CAMPAIGNS Monday, October28, 2013
- 21. EVOLUTION OF THEMOBILE CAMPAIGN US MOBILE AD SPENDING SHARE, BY FORMAT, 2009-2014 % OF TOTAL 2009 55% 22% 20% 3% 25% 4% 2010 44% 27% 2011 38% 30% 27& 5% MESSAGING DISPLAY SEARCH 2012 32% 33% 30% 6% VIDEO 2013 26% 34% 33% 7% 34% 8% 2014 24% 35% NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING Monday, October 28, 2013 20
- 22. EVOLUTION OF THEMOBILE CAMPAIGN AVERAGE TIME SPENT PER DAY vs. US AD SPENDING SHARE TIME SPENT SHARE TV INTERNET 10% TIME SPENT IN MOBILE RADIO vs. 1% AD SPEND IN MOBILE MOBILE NEWSPAPERS AD SPENDING SHARE MAGAZINES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: eMARKETER, DEC 2011 & JAN 2012 Monday, October 28, 2013 21
- 23. MOBILE ECOSYSTEM Monday, October28, 2013
- 24. MOBILE ECOSYSTEM PUBLISHERS CARRIERS AD NETWORKS OEM OS SOFTWARE BROWSERS RETAILERS CHANNELS ADEXCHANGES 23 Monday, October 28, 2013
- 25. MOBILE ECOSYSTEM What arethe measurement implications of this ecosystem? 1 2 DATA IS NOT 3 4 UNKNOWN UNIQUES UNRELIABLE COOKIES 6 DATA NOT 5 PRIVACY ISSUES VISIBILITY 24 Monday, October 28, 2013
- 26. THE MOBILE ECOSYSTEM DATAIS NOT SHARED Most of these buckets do not work together, which means it will probably get worse before it gets better. Created a land of gated gardens. 25 Monday, October 28, 2013
- 27. THE MOBILE ECOSYSTEM DATANOT VALIDATED A number of sources all pull from the same inventory or panels. There is no one unified voice to confirm or validate the data. 26 Monday, October 28, 2013
- 28. THE MOBILE ECOSYSTEM UNKNOWNUNIQUES Publishers have a difficult time assessing unique visitors. This problem is magnified when seeking an apples‐to‐apples comparison across platforms. 27 Monday, October 28, 2013
- 29. THE MOBILE ECOSYSTEM UNRELIABLECOOKIES Both Javascript and HTTP cookies are unreliable for the mobile Web and are not even an option for apps. Many devices don’t accept cookies at all or are session‐dependent and deleted immediately. Monday, October 28, 2013 28
- 30. THE MOBILE ECOSYSTEM PRIVACYISSUES Even though Unique Device Identifiers or PII’s are being phased out on some devices, they still cause security concerns for users. Proposed privacy bills point to heightened regulations in the future. 29 Monday, October 28, 2013
- 31. THE MOBILE ECOSYSTEM VISIBILITY Somemobile vendors are not transparent about the fact that many of them share the same platforms, inventory and technology. It can be difficult to know exactly what you are buying. 30 Monday, October 28, 2013
- 32.
- 33. AVAILABLE DATA 1ST Data Source: Publisher’sservers, database OR their adserver like Mocean. Web Mobile Mobile Apps •Page Views •Downloads •Time Spent •Frequency Of Use •Device Type •Time Spent •Screen Size SMS •Open Rate •Response Rates 32 Monday, October 28, 2013
- 34. IOS 7 iOS 6and iPhone 5 made huge strides in making mobile more trackable and measurable. iOS 7 is pushing advertisers towards using IDFA’s and eliminating access to MAC Addresses and UDID. The IDFA (Identifier for Advertising) is a random unique code which is shared across apps and gives advertisers aggregate audience data. This will allow us to: • Behavioral Target • Retarget • Develop highly detailed user profiles 33 Monday, October 28, 2013
- 35. AVAILABLE DATA 3RD SURVEY CARRIER REPORTED MOBILETAGGING PUBLISHER ANALYTICS 34 Monday, October 28, 2013
- 36. BEFORE YOU RFP Remember: 1.Many partners have access to the same inventory and 3rd party data. 2. Algorithms make a difference, but we don’t like black boxes 3. Sometimes the only way to know which one will be most effective is run a test. 4. Establish a measurement plan and tell partners about it upfront. 35 Monday, October 28, 2013
- 37. LOOKING AHEAD 36 Monday, October28, 2013
- 38. SO WHY EVENDEAL WITH MOBILE? We don’t need to reiterate the sheer reach and engagement potential for mobile. Even with the limitations, the only way to grow the space is to try things that are measurable for your clients now. 37 Monday, October 28, 2013
- 39. WILL OUR PLANSBE 100% MOBILE SOMEDAY? Maybe, but we will use the platform and medium that will best achieve optimal results. If mobile can, we will. 38 Monday, October 28, 2013
- 40. THANK YOU Monday, October28, 2013