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Seizing the Mobile Moment

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We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day.

And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing.

How do you put our collective obsession with all things mobile and video to work for your campaigns?

On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.

Published in: Mobile
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Seizing the Mobile Moment

  1. 1. Seizing the Mobile Moment
  2. 2. 2   The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Welcome! Joe Prusz, Head of Mobile Rubicon Project @JoePrusz Jenny Wise Senior Analyst, B2C Marketing, Forrester Research @JenniferWise Emily Del Greco VP Sales Adelphic @EmilyDelGreco Aaron Austin Head of Programmatic, North America InMobi @InMobi
  3. 3. *Source:  eMarketer,2015   Global Pop = 7.1 B Agenda •  Introduc6on  &  The  Mass  Migra6on  to  Mobile     •  Forrester  Research:  Mobility  Trends  in  Marke6ng     •  Trends  in  the  Mobile  Adver6sing  Marketplace     •  Case  Study:  How  McDonald’s  Combines  Video  &  Loca6on  to  Get   Great  Results  
  4. 4. *Source:  eMarketer,2015   Global Pop = 7.1 B Why Mobile? Global Pop in 2015
  5. 5. *Source:  eMarketer,2015   4.4B 61% penetration Global Mobile Penetration 2015
  6. 6. 6   By 2018, Mobile will take 66% of global media spend Desktop will garner just 34% of available budget DesktopMobile
  7. 7. 7   7 What makes Mobile different? •  Avg. person looks at phone 220 times per day = continuous and highly personal engagement •  Advertiser ID vs. Cookies (Apple IDFA / Google GAID) •  Data — It’s about reaching the audience you seek! •  Location matters more (and you are likely on the move) •  Bedside, desk side, in-train, in-car… the only always-on advertising opportunity
  8. 8. Mobility Trends In Marketing: The Advertising Evolution Jennifer Wise, Senior Analyst November 12, 2015
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Agenda ›  What is the state of the mobile advertising industry today? ›  How can advertisers use programmatic to drive mobile advertising success? ›  What do advertisers need to do in 2016?
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Agenda ›  What is the state of the mobile advertising industry today? ›  How can advertisers use programmatic to drive mobile advertising success? ›  What do advertisers need to do in 2016?
  11. 11. 1212 Remember when…. Image source: Mostly Simple Thoughts (http://www.novelog.com)
  12. 12. 13 ?13 People have changed. Image source: Independent (http://www.independent.co.uk )
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 3billion Sources: Forrester Research Mobile And Smartphone Forecast, 2015 To 2020 (US)
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 53hours Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 25apps Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 And global adoption isn’t slowing down (f) = forecast Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)
  17. 17. The result? Source: Online Gadget Store (www.onlinegadgetstore.com)
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Programmatic buying has already extended well beyond online display Source: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 In 2015… › Mobile ad impressions and revenues are multiplying. › Mobile budgets are swelling and spend will increase threefold between 2015 and 2020. › Mobile ad tech capabilities are expanding.
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Agenda ›  What is the state of the mobile advertising industry today? ›  How can advertisers use programmatic to drive mobile advertising success? ›  What do advertisers need to do in 2016?
  21. 21. It’s time for mobile advertising to evolve. Source: Marketing Land (marketingland.com)
  22. 22. Programmatic rules… …but has to facilitate quality.
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24Image source: Mobile World (mobileidworld.com) 1. Mobile ad formats break free from desktop
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 Integrated, personalized ads win the day
  25. 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 26Image source: The New Daily (http://thenewdaily.com) 2. More native and video ad placements are available
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 New ad formats are available
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Video advertising has arrived › Video inventory is growing due to shifting TV content, new mobile and digital-first content, and social media sites. › Broadband coverage is enabling a higher-quality experience. › Video advertising spend will grow faster than any other mobile format.
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 To master mobile video: Divorce it from TV Source: Forrester report: “Don't Rerun Your TV Commercials For Mobile Video Ads”
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Native placement options continue to grow: › Native advertising platforms › Publishing partners › Amplification sites
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 To master mobile native: Content and distribution matter Source: Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 Image source: Mobile World (mobileidworld.com) 3. We say “bye” to the cookie, and welcome cross-channel identification
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 Mobile is one of many devices for online consumers 23%  44%   93%  64%   72%   Source:  North  American  Consumer  Technographics  Online  Benchmark  Survey  (Part  2),  2015   Base:  Online  adults  18+  (online  weekly  or  more)   “Which  of  the  following  devices  do  you  use  (including  any  supplied  by  an  employer)?”  
  33. 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 Devices are used simultaneously Image source: ABC News (www.abcnews.go.com) Base: 19,033 US online adults ages 18+ (online weekly or more) Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015
  34. 34. © 2015 Forrester Research, Inc. Reproduction Prohibited 35 And sequentially Image source: ABC News (www.abcnews.go.com) Base: 19,033 US online adults ages 18+ (online weekly or more) Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015
  35. 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 7%   30%   30%   31%   I  don't  know   Both  other  digital  channels  and  offline   channels   Other  digital  channels  only   We  do  not  currently  track  mobile  users   across  any  other  channels   Yet, the majority of companies still don’t track mobile users across channels Base: 122 executives who either own or have extensive knowledge of their mobile strategy and services Source: 2015 Global Mobile Maturity Executive Survey Does  your  firm  track  mobile  users  across  other  channels?  
  36. 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 37 It’s true: Identification is getting tougher Multiple Connections Multiple Touch-points Multiple Media One person
  37. 37. © 2015 Forrester Research, Inc. Reproduction Prohibited 38 But solutions to build bridges between devices and users exist C redit car In-­‐store Email Home C re In H C redit card In-­‐store Email Home E xternal Email Home E xternal C redit card In-­‐store Email Home E xternal Device ID App Login Self-identification Account information POS data Email address Household ID 3rd party authentication IP address Cookie Location-based ID
  38. 38. © 2015 Forrester Research, Inc. Reproduction Prohibited 39Image source: Which-50 (http://www.which-50.com) 4. Data improves attribution and spend effectiveness
  39. 39. © 2015 Forrester Research, Inc. Reproduction Prohibited 40 What made an impression? Multiple Connections Multiple Touch-points Multiple Media One person
  40. 40. © 2015 Forrester Research, Inc. Reproduction Prohibited 41 28%   31%   32%   37%   56%   79%   We  have  defined  objec6ves  that  are  exclusive  for  mobile   campaigns   We  use  the  same  objec6ves  for  mobile  as  with  other  digital   campaigns   We  use  business  (e.g.,  customer  service,  staffing  impact)  KPIs   We  use  financial  (e.g.  revenue,  conversion)  KPIs  to  measure   the  success  of  mobile   We  have  iden6fied  KPI's  to  measure  our  progress  against  our   objec6ves   We  use  engagement  (e.g.,  traffic)  KPIs  to  measure  mobile   success   Which  of  the  following  pracGces  do  you  employ  to  measure  success  of   mobile  programs?   Data helps to create KPIs Base: 124 executives who either own or have extensive knowledge of their mobile strategy and services Source: 2015 Global Mobile Maturity Executive Survey
  41. 41. © 2015 Forrester Research, Inc. Reproduction Prohibited 42 Data fuels attribution z
  42. 42. © 2015 Forrester Research, Inc. Reproduction Prohibited 43 Data protects advertisers from market forces
  43. 43. © 2015 Forrester Research, Inc. Reproduction Prohibited 44 Agenda ›  What is the state of the mobile advertising industry today? ›  How can advertisers use programmatic to drive mobile advertising success? ›  What do advertisers need to do in 2016?
  44. 44. © 2015 Forrester Research, Inc. Reproduction Prohibited 45 Prepare for these changes in 2016: 1.  Programmatic takes over display, mobile, video, TV 2.  Mobile advertising will go beyond its online origins 3.  Publishers will create and offer more native ad and video placements 4.  The cookie is replaced 5.  Challenged to deliver by marketers, ad tech continues to advance
  45. 45. forrester.com Thank you Jennifer Wise jwise@forrester.com @JenniferWise Image source: Recruiting Blogs (http://www.recruitingblogs.com/)
  46. 46. 47   4 7   Big Picture: What’s Happening in The Mobile Advertising Marketplace? Automated Direct Orders App Dominance Video
  47. 47. 48   48 AUTOMATION: Our Growth in Mobile NG Orders / PMP
  48. 48. Nielsen: Consumers use an average of 26.7 apps a month Marketers’ increased investment in Apps +293% this year vs. last •  Mobile app installs up 346% •  Click-to-install rate up 32% •  Impressions up 295% •  Clicks up 237% •  CPI down 12% •  CPM down 1% APPS: 85% of Mobile Time Spent in Apps; Acquiring a Loyal User Costs $4
  49. 49. 50   VIDEO: Mobile as Biggest Driver of Video Ad Spend Mobile is growing faster than all other digital mediums: •  Mobile video ad revenue in the US will top $4.4 billion in 2018 •  Mobile video will grow almost five times faster than desktop video. Source: BI Intelligence Estimates, IAB
  50. 50. 51   o  Mobile video ad spend tripled in 2015 o  Now six varieties of Mobile Video that are available to sell, buy and execute programmatically 1.  InLine Outstream 2.  In-App Native Video 3.  Rewarded Video 4.  Expandable Video 5.  Interstitial Video 6.  Pre-Roll Video o  And all of them can be location-enabled Why we’re automating all mobile video formats
  51. 51. 52   Full screen rich media MRAID video advertisement Target audience built on location, and consumers are provided the nearest McDonalds locations McDonald’s Mobile Conversion
  52. 52. 53   53 Questions?
  53. 53. CONFIDENTIAL Not leveraging available real-estate Forcing users to rotate (which they don’t*)OR *Only 1% turn their device according to Celtra benchmark reports, 2015 evaluating the mobile video dilemma
  54. 54. CONFIDENTIAL user experience in mobile video is the key to engagement mobile video ads should... ●  respect your behavior – vertical ●  appreciate your time – short ●  acknowledge your surroundings – mute creative needs to be... ○  high-quality ○  loading instantly ○  in-line rich & interactive
  55. 55. CONFIDENTIAL short form vertical video, made expressly for mobile
  56. 56. CONFIDENTIAL location dominates industry-leading access to location-based targeting, measurement and creative TARGETING CREATIVE MEASUREMENT
  57. 57. CONFIDENTIAL on-location targeting engage users at precise points-of- purchase or points-of-interest
  58. 58. CONFIDENTIAL past-location targeting 59 rich audiences developed from user location history
  59. 59. 60   60 Questions?
  60. 60. 61   The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Thank you! Joe Prusz, Head of Mobile Rubicon Project @JoePrusz Jenny Wise Senior Analyst, B2C Marketing, Forrester Research @JenniferWise Emily Del Greco VP Sales Adelphic @EmilyDelGreco Aaron Austin Head of Programmatic, North America InMobi @InMobi

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