Andy Vogel: Integrate Mobile into a Broader Ad Campaign


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Explore the customer relationship management role that mobile can play as part of a broader advertising campaign and the mobile operator business transition from communications services to a more holistic client service model. While it is now commonplace for billboards and television commercials to call on viewers to send a text to a short code, the growing popularity of location-based social networking services opens up the possibility of combining the mobile medium and the physical world in much more sophisticated ways

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  • The mobile phone far outstrips the reach of any other media channel in the world, it is the 7th mass-mediaThe mobile phone is a global media channelCompare and contract the numbers, mobile phone usage worldwide (4.6 billion phones, 3+ billion unique mobile subscribers), to that of other mass-market consumer products, like PCs or TVs. Point how fast the mobile phone has been adopted, in just 8 years, use grew from 1 billion to 4.6 billion users, by all accounts this is adoption rate far exceeds the adoption rates of all other consumer media channels (just think how long TVs have been in the market, 60 years). Mobile penetration is the highest in developed markets, largest areas of growth will come from developing markets. Billion people have only one mobile phone account and phone (61% of all people who have a mobile)1.1 Billion people have two accounts (29%)350 Million people have three or more mobile accounts (9%)
  • Andy Vogel: Integrate Mobile into a Broader Ad Campaign

    1. 1. 1<br />
    2. 2. 2<br />
    3. 3. Andy Vogel, SVP, Digital/Mobile<br />Mobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.<br />IAB Board for Mobile Center of Excellence<br />Tribune: <br />Top 6 ComScore in traffic with 8 daily newspapers, including the Chicago Tribune and Los Angeles Times, 23 broadcast stations, including #1 news in LA, NYC, and Chicago<br />75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaigns<br />Founder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at <br />3<br />
    4. 4. Top Takeaways<br />4<br />Smartphones a near-majority. Nearly 60% of mobile consumers now have them, up more than two-fold since 2009. <br />Mobile video becoming mainstream. 39% of smartphone users say they regularly watch video on their phones. Only 11% of all mobile users said they watched mobile video in 2009<br />Broad base of activity, Most 2009 mobile activities were of the obvious on-the go type – email, telephony, social media, gaming, and music. Today, a variety of 20+ activities show double-digit mobile usage. <br />Mobile replacing the PC as the go-to device. Over 30% of mobile users prefer to get weather and listen to music on a phone instead of a computer. Tablet users prefer tablet to PC for video content on this platform. <br />Industry standards are developing. The Mobile Marketing Assoc. and Interactive Advertising Bureau and Direct Marketing Assoc. are closely coordinating the release of advertising standards along with consumer best practices. <br />
    5. 5. Big Winners: Tablets & Smartphones<br /><ul><li>Biggest current market. Strongest in younger demos, but broad installed base.
    6. 6. Evolving and relevant advertising platform
    7. 7. Multiple OS platforms with clear monetization distinctions
    8. 8. Preferred device for on-the-go activities such as weather, games, music, maps, and social networking
    9. 9. More male, younger, higher HH. Intenders skewing older
    10. 10. iPad is clear market share leader, few content consumption or monetization differences between platforms
    11. 11. Broad content consumption, but fewer “Killer Apps”
    12. 12. Tablet users view tablets as their preferred device for many types of content and information, including reading and video</li></li></ul><li>The Big Picture: The Smartphone Has Become The Most Important Consumer Device<br />I can’t live without my smartphone <br />(83% overall, 85% Android & iPhone)<br />I use my smartphone every day<br />(88% overall, 91% Android, 89% iPhone)<br />49%<br />of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities <br />Base: Total mention, N=4,000<br /> Q.1 Which of the following devices would you not be able to live without? Select all that apply.<br />Base: Those who own/use devices;. Smartphone N=1,973; Cell Phone N=2,813; Wireless Tablet N=802; eReader N=833<br />Q2A-D. About how often do you use the following devices? <br />
    13. 13. Smartphone User: Skews Male and Tops in All Under 50 Demos <br />Huge with 25-34s<br />69% of that demo owns or uses a smartphone<br />42% of White mobile consumers<br />67% of AA mobile consumers<br />65% of Hispanic mobile consumers<br />Base: Smartphone user N=1,973<br />QEA-D. Which best describes your ownership and/or usage of the following devices? I own a and use a smartphone or owned by someone else in home and I use a smartphone<br />
    14. 14. Smartphone Rapidly Becoming like US - Intenders Skew Older and Female <br />Rapid Transition<br />Older demos moving quickly to smartphones and becoming a large addressable audience on the platform <br />Base: Cellphone only, smartphone intenders<br />Q1.1 Even if already owned, how likely is it that you or anyone in your household will purchase (for yourself) or receive one of the following within the next 12 months? Probably or definitely will purchase a smartphone<br />
    15. 15. Tablet Data Highlights<br />I’ve used a newspaper or magazine app<br />(53%)<br />Its my preferred device for reading<br />(69% vs. PC, 58% vs. Newspaper, Magazine, or eReader)<br />I ‘m happy with my tablet<br />(77% top 2 box)<br />I take it with me<br />(42%)<br />I share it<br />(41%)<br />
    16. 16. Tablet Takeaways<br /><ul><li>Exponential growth
    17. 17. In the early stages iOS seems to be the dominant player, but lower-priced Android devices now making a volume play
    18. 18. Print potential
    19. 19. Usability and enhanced features are driving consumers to show a clear tablet reading preference. Advertising is compelling and continuing to evolve
    20. 20. Monetizable platform
    21. 21. Nearly 80% of tablet owners have paid for an app</li></li></ul><li>Industry Timeline:<br />2G / GSMA <br /> (era of the hand phone)<br />2001 2.5 / 3G introduced<br />2004 mobile tops 1 billion <br />2006 mobile tops 2 billion<br />mobile tops 3 billion<br />mobile tops 4 billion<br />mobile tops 4.6 billion (4G introduced)<br />2010 tops 5.3 billion<br />Roughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010) <br />Sources: <br /> - Population: U.S. Census Bureau at, March 2010 (<br /> - TVs: Nationmaster Website at October 8, 2009.<br /> - PCs: Forrester Research, June, 2007.’<br /> - Measuring the Information Society (2101). ITU. <br />* CTIA 2011 and comSscore 2010<br />The Ubiquity of Mobile<br />3.75 Billion Unique<br />North America:<br /><ul><li>292 million mobile subscriptions
    22. 22. 235+ million unique users</li></ul>5+ Billion Other Devices<br />
    23. 23. Mobile Advertising Delivery Mediums<br />Apps<br />Mobile Web<br />SMS/MMS<br />Mobile Video<br />Different Ad Executions<br /><ul><li>Static/Animated/Rich Media Banners
    24. 24. Text Ads
    25. 25. Expandable Ad Units for iPhone and Android
    26. 26. Interstitials for iPhone and Android
    27. 27. Text Ads in SMS or MMS
    28. 28. Picture messaging in MMS
    29. 29. Pre-roll video
    30. 30. Post-roll video
    31. 31. Banner (Idle Screen)
    32. 32. Rich Media Ad Units (In App)
    33. 33. Static/Animated Banners
    34. 34. Text
    35. 35. Interstitials
    36. 36. Wallpapers
    37. 37. Interactive Ad Units</li></ul>Other Ad channels: Voice, Bluetooth, Search<br />Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11<br />
    38. 38. Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel<br />/<br />Ads Seen:<br />Look for More Info On:<br />Look for More Info On:<br />40%<br />76%<br />58%<br />37%<br />69%<br />37%<br />37%<br />62%<br />57%<br />33%<br />53%<br />84%<br />Any Channel<br />Future of Mobile Advertising, 2010<br />
    39. 39. Mobile Ads More Effective vs Other Media<br />14<br />
    40. 40. Mobile Ad Campaign Effectiveness<br />15<br />
    41. 41. Mobile Web On the Rise<br />Android OS<br />Source: Sharma Consulting (2010)<br />Apple OS<br />Source: Sharma Consulting (2010)<br />
    42. 42. 17<br />
    43. 43. Strong Mobile Trends for Leading Social Companies<br />18<br />Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11<br />
    44. 44. 19<br />
    45. 45. 1 in 3 mobile search queries have local intent<br />Mobile Influenced Sales & Engagements<br />Find local store hours<br />Search near My Location<br />Get driving directions<br />Find friends nearby<br />Browse What’s Near Me Now<br />Call a local business<br />Locate <br />a business <br />on maps<br />Source: Kelsey Group as presented by Google, 2o11<br />20<br />
    46. 46. Upcoming Trends<br />21<br />Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11<br />
    47. 47. Upcoming Trends<br />22<br />Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11<br />
    48. 48. Upcoming Industry Standards <br />MMA is in close coordination with IAB and DMA on joint standards creation<br />1st pass advertising unit guidelines slated for January 2012<br />MRAID (Mobile Rich Media Ad Interface Definitions) just released by Mobile Center of Excellence Board via IAB<br />Consumer Best Practices via MMA<br />Ad Serving Guidelines underway via Mobile Publishing Cmtevia MMA<br />23<br />
    49. 49. Appendix<br />24<br />
    50. 50. How To Approach Mobile Strategy<br />Execute<br />Validate Hypotheses<br />Identify Goals<br />Usage Behavior<br />Content Strategy and Testing<br />Platform Strategy<br />Message Effectiveness<br />Purchase Intent<br />Consumer Attitudes<br />Technology Adoption<br />Distribution Paths<br />Potential Partners<br />Brand Building <br />Consumer Engagement<br />Promotion<br />Direct Marketing<br />Direct Sales <br />Content Distribution<br />Integrated Marketing/ <br />Communication Plan<br />Content Development<br />Content Optimization<br />Ad Optimization<br />Understanding how mobile fits in to your overall <br />media and communication strategy is key<br />
    51. 51. Will Google’s Dominance in Search Translate to Mobile?<br />26<br />
    52. 52. 27<br />
    53. 53. Mobile Influenced Commerce<br />28<br />Source: Booz & Company, 2010<br />
    54. 54. 1941 First Television Advertisement<br />29<br />Mobile Advertising has only existed for about 10 years<br />