The document analyzes how mobile technology enhances connectivity and sharing of experiences, retrieves information from any location, and obsoletes fixed media experiences. It finds that mobile outperforms all other single media channels for brand metrics like awareness, message association, and purchase intent. The theory is that mobile wins because it has 100% share of the user's screen at a very close viewing distance, making it highly immersive and engaging.
3. TETRAD OF MEDIA EFFECTS: MOBILE
Enhances Reverses
connectivity Time shifted
(information, media, shared
relationships) experience
50s Television
today
MEDIUM MOBILE GROUND
the written word fixed media
(usage & experiences.
knowledge) isolation
Retrieves Obsolesces
3
4. BREAKING DOWN THE MOBILE TETRAD
Implications Of The Four Points
Obsolesces • OBSOLESCES
Mobile obsolesces fixed media experiences
fixed media
experiences.
isolation Implication:
All media being served needs to adapt to the context of time
and location
Retrieves • RETRIEVES
the written Mobile frees the written word from being fixed in time and space.
word
(usage &
knowledge) Implication:
Mobile then needs to provide utility at all times to the end user in
the form of valuable information
4
5. BREAKING DOWN THE MOBILE TETRAD
Implications Of The Four Points
Enhances • ENHANCES
Mobile enhances connectivity to information and relationships.
connectivity
(information,
Meaning that we are never alone.
relationships)
Implication:
The access to human beings is always in hand. Human beings
provide context, information, confirmation. Information becomes
instantly actionable
Reverses • REVERSES
Time shifted Flips into TV but one of constant connectivity.
shared
experience
50s Television Implication:
today Access to all media means that media is no longer fragmented by
post convergence. We now share that singular media experience
like 50s television provided but in a time shifted experience
augmented by it being social (virtual and physical) in a larger
context of being connected to the rest of the world
5
7. BRAND METRIC COMPARISON
By Single Media Channel
0.5% 8.2%
Print
Unaided Awareness
0.9% 2.3% Online
3.5%
Aided Awareness
TV
2.8% 4.2% 8.4%
Mobile
2.6% 4.6%
Message
Association
3.3% 15.0%
8.8%
Mobile by itself crushes
every single other
Brand Favorability
2.0% 5.5% 7.6%
media channel across
Purchase Intent
6.4% 11.3%
most brand metrics
2.2% 5.6%
0% 2% 4% 6% 8% 10% 12% 14% 16%
7 source: Insight Express, February, 2012
8. TV ONLY MID 1970S
Pre-DVR
4.2%
aided awareness
Despite the addition of new
media distractions TV has
remained stable
8 source: Copernicus Marketing, 1980
9. PRINT ONLY MID 1970’S
Full Color
3.2%
aided awareness
Print like TV has remained
as effective as it was 40
years ago.
9 source: Copernicus Marketing, 1980
10. MOBILE IN RELATION TO OTHER MEDIA CHANNEL COMBINATIONS
Mobile Versus Media Channel Combinations
0.5% 3.1% 8.2% Print
Unaided Awareness
Online
.6% 0.9% 2.3% 6.9%
TV
3.5% 4.5% 11.7%
Aided Awareness
Mobile
2.8% 4.2% 8.4% 11.0%
TV + Print
2.6% 4.6% 5.7% 7.2%
Message
Association TV + Online
3.3% 13.3% 15.0%
TV + Print + Online
5.2% 8.8% 13.9%
Brand Favorability
2.0% 5.5% 7.6% 10.5%
Even in media mixes
Purchase Intent
4.7% 6.4% 9.6% 11.3% mobile by itself still
2.2% 5.6% 7.3% crushes it
0% 2% 4% 6% 8% 10% 12% 14% 16%
10 source: Insight Express, February, 2012
15. AREA OF DISTRACTION
distractions on “screen” too
10 inches
32 inches 10 feet
20 inches
VIEWING DISTANCES BY MEDIA TYPE
15
16. PRINT
Print Challenges:
Seeing an ad is a matter of luck. A
spot like this centerfold provides high
probability of being seen
The huge ad makes a large brand
impact. It’s fairly close to your face
and you are fairly engaged
16
17. TELEVISION
TV Challenges:
High impact but content easily
skipped (channel changing) or not
seen because of DVR
Lots of distractions between you and
what you are looking at:
• Telephone
• Computer
• Other people
• Outside the house
17
18. ONLINE
Online Challenges:
• No large impact ads and when there
is the medium is used badly
• ads could be below the fold
• Lots of eye competition on the page
18
19. MOBILE
100% Share of screen
MOBILE WINS Mobile ad banners seem grossly simplistic
until you consider the fact that:
• They have 100% share of screen
• Are a short distance from eyeballs to screen
ad • User is deeply engaged with phone
(Witness users bumping into people while walking down the street)
19
20. SOME CONCLUSIONS
How It Effects Your Media Buying
Although the screen is small it’s large in Campaigns
relation to the distance to your eyes making With Mobile
it a very immersive and engaging medium.
Mobile has the power to connect all media
->
s
and to provide context and relativity.
ric
et
M
This means that all of your media will be
nd
ra
elevated to provide greater return on
rB
investment.
tte
Be
Campaigns
Without
Mobile
20
22. METHODOLOGY
Insight Express Data
Media Campaign Runs in Various Channels
Respondents Recruited and Asked Brand Metric Questions
Have heard Have not heard
Brand A
Brand B
Brand C
Exposure Groups are Compared to Control Baseline to Determine Media Effect
Control vs. Exposed Control vs. Exposed Control vs. Exposed
22 source: Insight Express, February, 2012
23. METHODOLOGY
Copernicus Marketing
The TV brand metrics data is based on 68 GRPS during prime
time. Like the Insight Express data it represents an aggregate of
data from across different brands
In addition to the TV data they also looked at Print (full color
magazine ad) and found that print too had remained unchanged
for the most part (3.2% compared to 3.5%)
http://www.copernicusmarketing.com/
23 source: Copernicus Marketing, 1980
The Tetrad of Media effects was designed by Marshall McLuhan as a means of examining and understanding the effects on society of a medium. MuLuhan divides the effects into four categories and displays them simultaneously. Doing so can give us a view into where we think the medium has evolved from and what it will ultimately flip into when taken to its extreme. The Tetrad has four questions:\n1. What does the medium enhance?\n2. What does the medium make obsolete?\n3. What does the medium retrieve that had been obsolesced earlier?\n4. What does the medium flip into when pushed to extremes?\n\nIt’s important to note that McLuhan believes that there are no new mediums per se just old ones refashioned by new technology. If you need to see a previous example check out the one on radio below:\nEnhancement: What the medium amplifies or intensifies. radio amplifies news and music via sound.\nObsolescence: What the medium drives out of prominence. Radio reduces the importance of print and the visual.\nRetrieval: What the medium recovers which was previously lost. Radio returns the spoken word to the forefront.\nReversal: What the medium does when pushed to its limits. Acoustic radio flips into audio-visual TV.\n\n
OBSOLESCESIf mobile obsolesces fixed media experiences then the media being served needs to adapt to the context of the time and location\n RETRIEVESMobile frees the written word from being physically tied. Mobile then needs to provide utility at all times to the end user in the form of valuable information\n
ENHANCESMobile enhances connectivity and relationships. Meaning that we are never alone. The access to human beings is always in hand. Human beings provide context, information, confirmation\n REVERSESFlips into TV but one of constant connectivity. Access to all media means that media is no longer fragmented by post convergence. We now share that singular media experience like 50s television provided but in a time shifted experience augmented by it being social in a larger context of being connected to the rest of the world\n
The theory I had was mobile would be better than any other media channel when it comes to brand metrics. But if mobile really does flip into TV then it should be as good or better than TV across the board in regards to brand metrics\n
Mobile does indeed perform better than any other channel\n\nby Joy Liuzzo from Insight Express. Note how much better Mobile performs than any of the other media channels.\n\nI had a hunch that TV pre DVR probably had the same impact as mobile does today. So I spent a few months trying to dig up brand metrics for TV from the 70s. I knew from research that there were some TV metrics gathered starting in the early 70s. Its amazing how difficult it is to find old data about media. Were so focused on the now that we don’t spend a lot of time trying to provide perspective in relationship to the past\n
So I found this data from my friends at Copernicus Marketing; probably the smartest guys in the room (any room). As it turns out\nTV has remained totally stable over the years and the aided awareness number has remained completely unchanged.\n\nMobile out performed TV even in the mid 70s in fact TV has not budged. It's as effective today as it was 40 years ago.\n\nThe point is mobile is not just performing better because it’s new\n\n
Print comes in at 3.5% today for aided awareness but it’s within the realm of error.\n
The next idea was to test mobile in comparison to other media channel mixes. This is also from Insight Express:\n\nEven mobile beats other media channels when they are combined together.\n\n\n
\n
Mobile is a better TV. \n
The multiplier effect has not been measured for other media channels. But there is an axiom within marketing that when you combine media channels they they blow past what they are individually\n
\n
Seeing a magazine ad is pure luck unless it happens to be embedded into the content or in this case a center fold which makes it a high probability that the user will see it. It’s also no surprise that print wins at brand favorability because the ad creates a bond with what the user is reading. CONTEXT BABY!! That giant picture is also very aspirational. \n
TELEVISION:\nWe love TV! It has sound and motion to create emotionally powerful experiences. The challenge with TV is unlike a magazine when the content gets boring you can’t just skim past it. \nThe living room also has all kinds of distractions between you and the content. That magazine you are holding, a telephone, the outside, other people in the room. TV can over come these obstacles when the content is fantastic but the challenge is that great content is often interrupted by bad content including BAD commercials\nIt will be interesting to see if SocialTV can move the brand metrics from where they are.\n
Online has the challenge of having a different kind of noise than Television and Print. Unlike Print, Online does not have the same type of single page big branding opportunities that print has and when it does it typically does a poor job of using the medium properly. In page advertising is challenged by all of the other noise or items screaming for attention on the page. \n
TV gets diluted in regards to attention compared to mobile: Mobile is an active medium: The user is getting information. This makes it not surprising that the brand metrics for mobile are stratospheric.\n\n