Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Alliance Keynote June 2016

236 views

Published on

Update on the Mobile Marketing and MMA's SMoX research consortium.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Digital Alliance Keynote June 2016

  1. 1. What Really Is the Mobile Marketing Opportunity? Based on the Most Valuable Research the Mobile Industry Will Ever Conduct June 2016 Greg Stuart Global CEO Mobile Marketing Association greg@mmaglobal.com
  2. 2. MMA is 800+ Members Strong Globally Marketers, Agencies, Media Sellers, Technology & Operators Globally
  3. 3. 3 Today’s Discussion 1. What & Why Mobile? 2. What is the Mobile Opportunity in ROI 3. What Does MMA Suggest You Do
  4. 4. Mobile is the greatest transformation in consumer behavior that we will see in our lifetime
  5. 5. Jack Welch Once Said… There are only two sources of competitive advantage: 1. the ability to learn more about our customers faster than the competition and; 2. the ability to turn that learning into action faster than the competition. Jack Welch was chairman & CEO of General Electric between 1981 and 2001. During his tenure at GE, the company's value rose 4,000%.
  6. 6. 6 Breaking Down the Mobile Opportunity It´s my personal screen Always on - I check it all the time With me in different moments/need states It´s my social device Opportunity to engage, participate, interact and CONNECT Highest attention during content consumption vs. other media Opportunity for more frequent/ongoing interaction Opportunity to customize content
  7. 7. But, getting marketers to do mobile marketing is a little like kids asking for a cell phone
  8. 8. Mobile’s unique differentiator: Mobile is the closest you can get to your consumer
  9. 9. 9 One example: MMA Case Study * Heineken: Heineken @WhereNext å Provided users real-time recommendations about places and venues that were trending in their cities. Focused on Millennials using an algorithm that weighted real- time data from Twitter, Foursquare and Instagram. * MMA 2015 Smarties Winner. Source : MMA Case Study Hub SMARTIES Global Best in Show 2015
  10. 10. 10 Heineken @WhereNext
  11. 11. So, if I look at this screen 150 times a day… 11 What is the value of being close?
  12. 12. Let’s look at the data SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
  13. 13. SMoX : Industry Consortium Coming together to understand business value of Mobile in advertising Mix Awareness Image Purchase Intent Foot Traffic Sales 13 5 Brands 4Countries
  14. 14. What is the value of mobile to your Business? Can mobile help me meet my marketing goals? What is the impact of mobile on my campaign performance & the business? How can I make my mobile investment work harder?
  15. 15. What is the value of mobile to your Business? Can mobile help me better meet my marketing goals? What is the impact of mobile on my campaign performance & the business? How can I make my mobile investment work harder?
  16. 16. TV Print Internet FSI Cinema Social OOH Mobile Display Display, video, social Display, video, native, location Display, audio, video social Display, video, social Display, video, social Display, video, social Display, RM, Weather targeting, social, video Variety of media in each campaign mix 16 1 1 Study not public yet1
  17. 17. How many people can you convert with mobile? ? Campaign Average Mobile
  18. 18. Mobile Delivered about twice CONVERSION per Dollar vs. other media Brands Campaign Objective People Converted Avg. Campaign People Converted JUST Exposed Mobile AT&T Aware of MotoX Phone 1.9 Gold Peak Tea Aware of Gold Peak Tea 4.8 MasterCard Image: Use MC when Travel 1.7 Walmart Sales in Store at Walmart 2.0 Unilever, Magnum Sales 1.1 Coca Cola (Brazil) Sales 3.0 Coca Cola (China) Sales 2.0 Coca Cola (UK) Sales 2.0
  19. 19. But what do you expect from a channel that has this kind of influence?
  20. 20. What is the value of mobile to your Business? Can mobile help me better meet my marketing goals? What is the impact of mobile in my campaign performance & the business? How can I make my mobile investment work harder?
  21. 21. 21 What do we know : Media Opportunity Campaign Information Change in Campaign Due to Mobile Company (Brand) Count ry of Study Overall Campaign Goal & Optimization All Media in Campaign Mobile Formats in Mobile Portion of Campaign Impact on Campaign just as Brand Executed Mobile i Impact when Optimizing within Mobile Mix Also ii Optimized % of Mobile in Mix vs. Total Budget iii Boost in Overall Campaign Perf. iv Opt. % Of Mobile in Mix with Mobile Best Practices v Boost in Overall Campaign Perf. AT&T (MotoX) U.S. Awareness TV Print Desktop Display 16% +12% 20% +18% MasterCard U.S. Image (“MC is good card to use when traveling”) TV Print Desktop Social Display Video Social 8% +7% 12% +17% Walmart (Back- to-School Grocery) U.S. Purchase Intent & Sales TV FSI Desktop Display Native Social Location Targeting 11% +6% 15% +14% Coca-Cola Co. (Gold Peak Tea) U.S. Awareness, Image, & Sales TV Print OOH Desktop Display Audio Video 10% +4% 15% +7% Coca-Cola Co. (Red Can) China Sales TV OOH Desktop Display Video Social 8% +7% 15% +16% Coca-Cola Co. (Red Can) UK Sales TV OOH Desktop Display Video Social 11% +10% 16% +25% Coca-Cola Co. (Red Can) Brazil Sales TV OOH Desktop Display Video Social 19% +60% NA NA i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
  22. 22. Key Questions Can mobile help me better meet my marketing goals? What is the impact of mobile in my campaign performance & the business? How can I make my mobile investment work harder?
  23. 23. Using the mobile toolkit to improve results 23 Audio Video Display Rich Media Native Coupons FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context Day part Location Weather Programmatic Dynamic Integrated Closed loop to payment
  24. 24. Yes, Mobile has many unique attributes 24
  25. 25. Using the mobile toolkit to improve results 25 Audio Video Display Rich Media Native Coupons QR FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context Day part Location Weather Programmatic Dynamic Integrated Closed loop to payment
  26. 26. Mobile Video improved results for Coke. Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650 Effectiveness at High Frequency 350 Manage frequency or rotate creative
  27. 27. Save video creative would produce stronger results vs.. TV with lower cost Mobile Video TV 40 100 100 450Better ROI! Effectiveness at low frequency Price
  28. 28. Proprietary & Confidential Source: Walmart SC Survey; Data Collected from: 8/4-9/28 MOBILE VIDEO With the same creative, Mobile Video had more impact than video on other platforms 0% 2% 4% 6% 8% 10% 12% PointIncreaseinPricePerception Frequency Frequency to Lift Response Mobile Video vs. TV* CABLE TV
  29. 29. Mobile Native improved results for Walmart. Price Better ROI! Effectiveness at low Frequency Mobile Native Mobile Display 500 100 100 1000 Effectiveness at High Frequency 300 Manage frequency or rotate creative
  30. 30. Proprietary & Confidential % Of Mobile allocation in total Budget OTHER MOBILE NATIVE Mobile Planned Spend Mobile Optimised Spend 5.9% 1.1% 7.7% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% 1.3 7% 9% Mobile Native’s performance yields it the majority of optimized spend across the mobile formats used. Reco Mix
  31. 31. Proprietary & Confidential MM = Millions of people converted on Intent to Shop Walmart BTS 7% 9% Mobile Spend in Back to School Mix Incremental Impact Due to Mobile Spend 0.9M 2.5M Change in Impact By reallocating within mobile, a +30% increase in Mobile spend results in an 2.8X increase in impact.
  32. 32. Using the mobile toolkit to improve results 32 Audio Video Display Rich Media Native Coupons QR FORMATS CHANNELS TARGETING CREATIVE Websites Apps Push SMS/MMS Social Search Email Audience Context: Day part Location Weather Programmatic Dynamic Integrated Closed loop to payment
  33. 33. Location and format Interact: And REALLY drive Foot Traffic Expandable Units Pencil Units Retargeted Proximity 40%12% No Lift 10%
  34. 34. 1290 Depending on the category, Context Targeting can add significant value Day of the week* 130 100 Weekday vs.. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic Without targeting With targeting Time of Day** 100
  35. 35. So, Capitalizing on Mobile is a 2-Step Process 35 1. Optimize Mobile in the Marketing Mix That’s a law of the physics of media 2. Build capabilities within Mobile Education, test & learn, access to industry,
  36. 36. 36 What do we know: The Media Opportunity Campaign Information Change in Campaign Due to Mobile Company (Brand) Count ry of Study Overall Campaign Goal & Optimization All Media in Campaign Mobile Formats in Mobile Portion of Campaign Impact on Campaign just as Brand Executed Mobile i Impact when Optimizing within Mobile Mix Also ii Optimized % of Mobile in Mix vs. Total Budget iii Boost in Overall Campaign Perf. iv Opt. % Of Mobile in Mix with Mobile Best Practices v Boost in Overall Campaign Perf. AT&T (MotoX) U.S. Awareness TV Print Desktop Display 16% +12% 20% +18% MasterCard U.S. Image (“MC is good card to use when traveling”) TV Print Desktop Social Display Video Social 8% +7% 12% +17% Walmart (Back- to-School Grocery) U.S. Purchase Intent & Sales TV FSI Desktop Display Native Social Location Targeting 11% +6% 15% +14% Coca-Cola Co. (Gold Peak Tea) U.S. Awareness, Image, & Sales TV Print OOH Desktop Display Audio Video 10% +4% 15% +7% Coca-Cola Co. (Red Can) China Sales TV OOH Desktop Display Video Social 8% +7% 15% +16% Coca-Cola Co. (Red Can) UK Sales TV OOH Desktop Display Video Social 11% +10% 16% +25% Coca-Cola Co. (Red Can) Brazil Sales TV OOH Desktop Display Video Social 19% +60% NA NA i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
  37. 37. Maybe we’ve Under-estimated Value: Mobile drives significantly better results at same budget Optimal allocation of Mobile in Coke Brazil Media Mix 19% of the budget should be invested in mobile to drive huge increase in profit Other… Mobile 19% +60% Incremental Profit Due to Mobile Spend
  38. 38. 38 What do we know: The Media Opportunity Campaign Information Change in Campaign Due to Mobile Company (Brand) Count ry of Study Overall Campaign Goal & Optimization All Media in Campaign Mobile Formats in Mobile Portion of Campaign Impact on Campaign just as Brand Executed Mobile i Impact when Optimizing within Mobile Mix Also ii Optimized % of Mobile in Mix vs. Total Budget iii Boost in Overall Campaign Perf. iv Opt. % Of Mobile in Mix with Mobile Best Practices v Boost in Overall Campaign Perf. AT&T (MotoX) U.S. Awareness TV Print Desktop Display 16% +12% 20% +18% MasterCard U.S. Image (“MC is good card to use when traveling”) TV Print Desktop Social Display Video Social 8% +7% 12% +17% Walmart (Back- to-School Grocery) U.S. Purchase Intent & Sales TV FSI Desktop Display Native Social Location Targeting 11% +6% 15% +14% Coca-Cola Co. (Gold Peak Tea) U.S. Awareness, Image, & Sales TV Print OOH Desktop Display Audio Video 10% +4% 15% +7% Coca-Cola Co. (Red Can) China Sales TV OOH Desktop Display Video Social 8% +7% 15% +16% Coca-Cola Co. (Red Can) UK Sales TV OOH Desktop Display Video Social 11% +10% 16% +25% Coca-Cola Co. (Red Can) Brazil Sales TV OOH Desktop Display Video Social 19% +60% NA NA i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
  39. 39. In Summary – SMoX Consistently Demonstrates Allocation to Mobile in the Mix, when mobile is done right Produces an Increase in Brand Metrics Produces an Increase in Sales or Profit of: All Studies to Date 12% to 20% +/-17% 7% to 16% to 60% 39 Sale s +7% to Sales +60% to Sales +16% Mobile 12-20% Other Media 80%
  40. 40. The Math: Mobile will be a $70 Billion U.S. business and over $200 Billion worldwide (just from big brands) However, as Reach Increases, so might Allocation 10-15% Today 15-20% w/ Best Practices 20-30% w/ Increased Smartphones
  41. 41. Opportunity knocks
  42. 42. 42 What Does MMA Suggest? Lean into the opportunity that is mobile: 1. Figure out what “closer” means for your business & customer 2. Determine how Mobile fulfills your Brand promise 3. Re-allocate immediately, then figure it out 4. Test & learn, test & learn, test & learn 5. Get going – NOW! 6. And…
  43. 43. And finally, join rest of MMA to excel at Mobile
  44. 44. 44 Thank You! Seizing the Mobile Opportunity Mobile Marketing Association greg@mmaglobal.com

×