Digiday and Yahoo! Present: Mobile Daily Habits, Moving Marketers Forward


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  • Steve Open:Good morning! My name is Steve Schuler and I lead mobile ad products marketing at Yahoo! We all have busy schedules and so I really appreciate you making time to join our call.As you can see the map on this page highlights Yahoo!’s world headquarters in Sunnyvale California, where I’m talking to you from now.But, what you likely also notice is the large air field right down the street from our office. That’s Moffett Air Force Base. The Yahoo! campus is often buzzed by planes, helicopters and even blimps, but I think the most interesting thing about this base is that it is also home to the NASA Ames Research Facility and NASA’s Kepler mission.The Kepler space telescope is charged with the unique task of discovering ‘Goldilocks Planets’ – as in Goldilocks and the Three Bears - in other solar systems. Meaning planets like Earth that are the right distance from their respective sun so that the surface temperature is not too hot, or too cold, but just right for supporting life. This serves as a fitting analogy for our mobile conversation todayFor a number of years the top question I was asked was: “why should brands consider mobile advertising as part of their media strategy?”But in the past 12 months I’ve noticed a shift. Now the top question is: “what kind of mobile advertising is just right for my brand?”In other words what is the “Goldilocks” strategy for mobile advertisingWith 95 Million monthly US Smartphone and Tablet users, that’s 80% reach into the US Smartphone and tablet audience, I think Yahoo! is an ideal platform for any mobile marketing campaign – we are truly the only mobile publisher at the heart of people’s daily habits.But, when it comes to designing a mobile campaign that just right to accomplish your objectives, things get a little more nuanced. That’s why I’m so pleased that we have two digital marketing experts on the line today.I’ve shared some Yahoo! mobile marketing insights and examples with Stephanie and Brian and I’m sure we can all draw some lessons from their experience. I’m excited to learn more about the ‘just right’ mobile solutions that have worked for these marketers.Giselle – take it away
  • Welcome message
  • Of consumers who own these devices…
  • Differences in mobile use vs. tablet? Stephanie, both are used for research, but tablet is more of a magazine experience.
  • Question to speakers: How has increase in mobile usage affected your marketing over the past two years?Brian: Mobile traffic increase, HTML 5 optimized sites.Stephanie: Mobile should not be an afterthought.
  • Giselle will introduce biggest challenge concept. Panelists will react.Stephanie has said that mobile is for the quick hit, not the download
  • Just because you can take your device on the go, doesn’t mean mobile is used primarily out of home. Owners use their devices at home much of the time, mostly in front of the TV or in the living room, where there is a lean back atmosphere. 18 percent of mobile phone owners and 15 percent of tablet owners admit to taking their device into the bathroom.How do you see people using mobile differently based on where they are?Brian: PC for window stickers, mobile for SEO, in-showroom research and price comparison, etc.Stephanie: Shorter purchase funnel. Recipe research at home, location and availability research on the go, product info/coupons in-store
  • Reaction to quote:Stephanie disagreed.Brian?And Yahoo! Data reflects otherwise.
  • Just 31 percent of mobile users and 44 percent of tablet users are comfortable making a purchase on the mobile web, regardless of price.
  • Question: Promising vs. Disappointing technologies.
  • Giselle: Vicks case study.To Brian, Stephanie: How are you using geolocation to drive people into dealerships, stores?
  • Brian: Likes Shazam, but doesn’t think it’s a realistic use case
  • Stephanie: QR Codes Good and BadAlso, a lot of promising tech is traditional: creative ad retargeting, sequential messaging that moves with consumers across devices.
  • Stephanie’s examples of great apps.Apps are for loyalists. Consumers are committing to your brand, but you have to build something that is going to keep consumers coming back.
  • Ford’s mustang customizer can be done on PC, tablet or mobileBrian: You sometimes talk about you have to create content that fits the screen, but this is an example of an engagement that works across platforms. How did Ford adapt this engagement for a mobile app?
  • Could preference for apps be due to poor mobile site design?Mobile users expect a mobile optimized site. Fewer are disappointed when companies don’t have an app.
  • What do consumers expect from mobile advertising? How are you using mobile advertising? For branding, for customer acquisition?Comscore says mobile ad spend reach $2.6 billion in 2012. But online ad spend was at $100 billion. What needs to happen for mobile to catch up?
  • Steve Close:Thank you to Deanna Zammit and DigiDay for producing a great eventThanks to our moderator and panelistsGiselle AbramovichBrian McClaryStephanie Kovner-BryantAnd thanks to you for joining us todayPlease email me if you’d like more information on NASA’s Kepler mission or on mobile advertising with Yahoo! that is just right for your business.
  • Digiday and Yahoo! Present: Mobile Daily Habits, Moving Marketers Forward

    2. Goldilocks and the Mobile Ads
    3. GiselleAbramovich,Senior Editor, BrandsBrian McClary,Digital MarketingManagerStephanieKovner-Bryant,CEO of SKGConsulting,formerly of Unilever
    4. 83%go online daily60%go online daily45%go online dailySource: Yahoo!
    5. iPhone and Android, iPadDominate the Mobile MarketiPad45 %Android47%iPhone34%Source: Yahoo!
    6. 43%67%My device is critical to my daily life:
    7. More than 50%saytheir mobile devices makes them browsethe internet more.Source: Yahoo!
    8. Iusemymobile devicetoaccess shopping relatedinformationThere’s been explosive growth in leveragingour mobile devices for shopping information…Beauty andPersonal Care20 M201047 M2012Packaged Foodand Beverage20 M201040 M2012Automotive?201047 M2012Source: Yahoo!
    9. What’s Your Biggest Challenge in Mobile?“Marketers know that mobile plays a large role inthe day-to-day lives of consumers. But the key isto understand when and where they use it in orderto develop a unique and engaging experience.”- Adam Kmiec, director of global digital marketing,Campbell Soup
    10. Mobile Shopping Begins At Home,Then ContinuesAt Home On the Go In StoreWaitingin line84 % 36 % 54%46%
    11. Mobile Devices Extend the Shopping Process75%of mobile owners77%of tablet ownerssay they go home to do more shopping on their PC
    12. What’s Your Biggest Challenge in Mobile?“Customers want to be able to search for an item andbuy it right away or move on. They are looking for asimple and direct path to accomplish that task.Retailers and brands, throw everything at them,including coupons ultimately putting a roadblockbetween the customer and what they want toachieve.”-Bill Loller, vp of smarter commerce group, IBM
    13. The reality is, there is still hesitation for one-click buyingI feel comfortable using my mobilephone as a wallet when I use it topay for products or servicesTHE MOBILE WALLETI typically store accountinformation on my mobile device(e.g., within apps, other programs)I am open to making purchaseson the mobile web regardless ofhow cheap or expensive theproduct or service isMOBILE23%TABLET30%MOBILE30%TABLET38%MOBILE31%TABLET44%
    14. The reality is, there is still hesitation for one-click buyingI am hesitant to give my credit cardinformation over the mobile webSECURITYIf my mobile phone is stolen orlost, I’m worried that banking-creditcard information stored on mydevice is not secure or safeMOBILE59%TABLET50%MOBILE52%TABLET53%
    17. 85%of consumers say they prefer mobile appsto the mobile web.Source: eMarketer
    18. When mobile shoppers arrive, sites are disappointingand paying is even worseDisappointed companies don’t haveoptimized siteSITE EXPERIENCEDisappointed companies don’thave applicationI am less likely to re-visit a brand’ssite if it wasnt optimized for mymobile device the first time I visiteditMOBILE44%TABLET50%MOBILE38%TABLET47%MOBILE38%TABLET44%Source: Yahoo!
    19. When mobile shoppers arrive, sites are disappointingand paying is even worseFilling out forms on my mobilephone is difficultBUYING STUFFBrands-Manufacturers-Retailershave not made it easy to redeemcoupons on my mobile devicewhile in-storeI am sometimes unsuccessful atmaking payments using my mobiledeviceMOBILE61%TABLET46%MOBILE36%TABLET37%MOBILE27%TABLET26%Source: Yahoo!
    20. Relevant, personalized & engaging ads arepopular ad tactics among mobile shoppersAds which are relevant to myinterests/background 49%WOULD CAPTURE MY ATTENTION52%52%49%54%Ads which are relevant to mycurrent location or local areaAds which offercoupons/promotionsAds that provide a lot of detailedinformationAds that offer me something inreturn(i.E., Coupon, voucher,sweepstakes)Source: Yahoo!
    21. DO• Include mobile as part of an integrated plan• Think of the consumer’s experience first• Do remember that mobile users want snackable info• Do optimize your website
    22. DON’T• Build an app just to build an app• Build a full website with rich content for mobile• Update consumers more than once a day• Make mobile ads complicated