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Truly Transformational Power of Mobile
Answering the question for the first time ever, what is real value of mobile in
mar...
MMA Membership
800+ Marketers, Agencies, Media Sellers, Tech, Operators Globally
John Costello
President, Global
Mktg& Innovation
Dunkin’ Brands
Jack Philbin
Co-Founder,
President & CEO
Vibes
Carolyn Eve...
What Do You Mean,
You Don’t Spend Big In
Mobile Yet?
Do You Not Care About Your Business or Career?
Finally, We Know For S...
Mobile is the Greatest (Universal)
Transformation in Consumer Behavior
150x
Times we
check our
phone a day
5.3B
Total phon...
What Other Media Gets This Kind of
Commitment?
10
18-24 year olds
check their
phones every
10 minutes
on average
75%
Ameri...
Or this Kind of Commitment !?!?
Truth is: Mobile – The Closest You Can Get to
Your Consumer
If there were cellphones at the Red Sea
How many ways is mobile unique?
9
That USP is supported by Real Value
Personalization Pervasiveness Proximity
What is the [real] value of mobile?
$1B
Dollars
What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile alloc...
Current methods can’t measure mobile.
Either not granular or lack cross
marketing context.
So, the greatest transformation...
Revolutionary Channel needed a Revolutionary
Approach.
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
Why SMOX is revolutionary
$2 million,
20 companies,
3 Trade Groups,
7 major marketers
Global
• 5 studies so far
• 10 more ...
Thank you to these Innovation Leaders
Supporters Partners
Association of National Advertisers
American Association of
Adve...
1
4 5
Leveraging Mobile
ad tech to target DID
Individual Level data
for cross media
exposure
Experimental Design
for media...
What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile alloc...
The campaigns we tested cover the entire
purchase funnel
Awareness
Image
Purchase Intent
Foot Traffic
Sales
How many people can you convert with mobile?
?
Campaign Average Mobile
1. AT&T wanted to build AWARENESS
for the new moto X
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV PRINT
MOBILE DI...
Mobile Delivered almost twice the Awareness
/Dollar vs.. other media
Total People converted with mobile vs.
campaign on av...
2. MasterCard wanted to increase
association with Travel
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV
SOCIAL
PRINT
DIGI...
Mobile Delivered almost twice the
Image /Dollar vs.. other media
“Good Card To Carry When Traveling”
MasterCard
Campaign
o...
3. Walmart wanted to drive Intent for
Back to School grocery
Foot
Traffic
Sales
Awareness
TV
MOBILE
Image
Purchase
Intent
...
Mobile Delivered almost twice the
Purchase Intent /Dollar vs.. other media
Walmart
Campaign
on average
Mobile
x 1.9
1.91
“...
4. Coca Cola launched a campaign to support
it’s growth strategy for Gold Peak
Foot
Traffic
Awareness
Image
Purchase
Inten...
Mobile worked harder than its share and
drove results across the Board
Sales
of budget5%
of sales6%
Total People converted...
Well, can mobile help me meet
my marketing goals?
YES. Mobile drives
results across
the entire
purchase funnel
What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile alloc...
Our empirical data suggest that based on its
impact mobile should be 8%-16% of the mix
Image
Purchase
Intent
Foot
Traffic
...
But what is the REAL
business value of
those allocations?
Reallocation to mobile would bring double
digit lift in awareness
Or convert the entire city of Chicago
+12%
Increase in A...
3/24/2015 Proprietary & Confidential 35
Reallocation to mobile would change
perceptions for nesters/empty nesters
Or convince enough empty/nesters to fill all the...
Reallocation to mobile would bring double
digit lift in Intent
or cover all the schools in NJ with back to
school supplies...
Reallocation to mobile would increase actual
sales by 4%
enough bottles to pave the way to Toronto
+4%
Sales
So what is the optimal allocation
for mobile in the mix?
DOUBLE DIGIT
Aim for a
Mobile allocation in your total
marketing ...
slide titleI Get It. Change is Hard
Key Questions
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I...
4 ways to make mobile work harder
Format Location Time of Day Creative
Net, there are a lot of options to improve Mobile
1. Optimize by Format
Format Location Time of Day Creative
Mobile Video improved results for Coke.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Video
Mobile
Display
320
1...
Save video creative would produce stronger
results vs.. TV with lower cost
Mobile
Video
TV
40
100 100
450
Better ROI!
Effe...
Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Native
Mobile
Display
...
Using mobile formats to hit goals and
maximize ROI
Display Social Audio Video Native
Characteristics Builds
impact
gradual...
2. Leverage Location Targeting
Format Location Time of Day Creative
Location and format Interact:
Combine for better results
Expandable Units
Pencil Units
Retargeted
Proximity
40%12%
No Lift...
3. Leverage Context Targeting
Format Location Time of Day Creative
Depending on the category, Context Targeting
can add significant value
Day of the week* Time of Day**
130
100 100
1290
Wee...
4. Build on Creative
Format Location Time of Day Creative
AB testing can significantly increase impact
AB testing
and
optimization
No optimization
Better Creative Relevance to Demo...
How can I make my mobile investment
work harder?
Optimization area
1. Optimize by Format
(video, audio, native, larger ads...
That said, asking marketers to do mobile
marketing is like kids asking for first cell phone
Applying the learnings: Improved Results
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Impact
+7% +15% +4%
+17% +29% ...
Applying the learnings: Invest more in mobile
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Mobile Optimized %
8% 10%...
Key Questions
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I...
What is the [real] value of mobile?
$1BN
1.0 1.2 1.5 1.8 2.2x1.0 2.0
8.1
20.3
32.8x
1.0
2.5
5.0
10.4
18.6x
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2002 2003 2004 200...
Finally, three things you can do now
1. Join the MMA as a Member
greg@mmaglobal.com
2. Continue dialogue at MMA CEO & CMO Summit
(or the 17 other events, 50 webinars, etc MMA has)
July 25-27
greg@mmaglobal....
3. Bring SMoX in-house to your marketing teams
greg@mmaglobal.com
Thank You!
greg@mmaglobal.com
Fashion Digital Mobile event March 24, 2015
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Fashion Digital Mobile event March 24, 2015

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Fashion Digital Mobile event March 24, 2015

  1. 1. Truly Transformational Power of Mobile Answering the question for the first time ever, what is real value of mobile in marketing based on empirical research . Empirical Data from Coca Cola, AT&T, MasterCard and WalmartFashion Digital Mobile New York March 24, 2015 Greg Stuart, CEO Mobile Marketing Association
  2. 2. MMA Membership 800+ Marketers, Agencies, Media Sellers, Tech, Operators Globally
  3. 3. John Costello President, Global Mktg& Innovation Dunkin’ Brands Jack Philbin Co-Founder, President & CEO Vibes Carolyn Everson VP Global Mktg. Solutions Facebook Brett Caine President & CEO Urban Airship Naveen Tewari Founder & CEO InMobi Peter Kuipers EVP & CFO Quantcast Alex Moukas CEO Velti Cameron Clayton President, Digital Group The Weather Co. Mike Baker CEO & Co-Founder DataXu Michael Barrett CEO Millennial Media B. Bonin Bough VP, Global Media & Consumer Engagement Mondelēz Int’l Tom Daly Group Dir., Global Connections The Coca-Cola Co. Luis Di Como SVP Global Media Unilever Jack Haber VP Global Advertising & Digital Colgate-Palmolive Peter Hamilton CEO, Partner TUNE John Kosner EVP Digital & Print Media ESPN Ilonka Laviz Global Digital Mktg. Dir. Global eBusines Procter & Gamble Neal Mohan VP, Display Adv. Products Google Dipanshu Sharma Founder & CEO xAd John Trimble CRO Pandora Alan Yan Founder & CEO AdChina Wanda Young VP, Media & Digital Marketing Walmart MMA Global Board of Directors
  4. 4. What Do You Mean, You Don’t Spend Big In Mobile Yet? Do You Not Care About Your Business or Career? Finally, We Know For Sure – Proof that Mobile Advertising Does Deserve a Place in the Marketing Mix 4
  5. 5. Mobile is the Greatest (Universal) Transformation in Consumer Behavior 150x Times we check our phone a day 5.3B Total phone subs worldwide (25+% Smartphone) 59% U.S. Smartphone penetration (2014) 80% Never leave home without a phone
  6. 6. What Other Media Gets This Kind of Commitment? 10 18-24 year olds check their phones every 10 minutes on average 75% Americans admit to using phone while in bathroom 65% Parents believe their devices make them better parents 68% Place their mobile device next to bed while sleeping at night
  7. 7. Or this Kind of Commitment !?!?
  8. 8. Truth is: Mobile – The Closest You Can Get to Your Consumer If there were cellphones at the Red Sea
  9. 9. How many ways is mobile unique? 9
  10. 10. That USP is supported by Real Value Personalization Pervasiveness Proximity
  11. 11. What is the [real] value of mobile? $1B Dollars
  12. 12. What is the value of mobile to your Business? Can mobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder?
  13. 13. Current methods can’t measure mobile. Either not granular or lack cross marketing context. So, the greatest transformation in marketing is UNMEASUREABLE! Revolutionary Channel needs a Revolutionary Approach.
  14. 14. Revolutionary Channel needed a Revolutionary Approach. SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
  15. 15. Why SMOX is revolutionary $2 million, 20 companies, 3 Trade Groups, 7 major marketers Global • 5 studies so far • 10 more coming • Real in-market testing • Entire mix • Measure mobile even if it’s 0%!
  16. 16. Thank you to these Innovation Leaders Supporters Partners Association of National Advertisers American Association of Advertising Agencies
  17. 17. 1 4 5 Leveraging Mobile ad tech to target DID Individual Level data for cross media exposure Experimental Design for media allocation Track multiple KPIs, perceptual or behavioral Regression analysis to identify drivers Budget Optimization Software to operationalize insights 2 3 6 Integrated Partners target DID of panelists 500K Mobile panel of InsightExpress checks for cross over in panel and sends list of panelists back to Networks Ads, tagged by InsightExpress, are targeted to panelist devices Assess multiple scenarios of cross media exposure and frequency Brand KPIs /attitudinal with Surveys Foot traffic with actual location data Actual sales with panel match How it works: Thank you to Marketing Evolution & Insights Express
  18. 18. What is the value of mobile to your Business? Can mobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder?
  19. 19. The campaigns we tested cover the entire purchase funnel Awareness Image Purchase Intent Foot Traffic Sales
  20. 20. How many people can you convert with mobile? ? Campaign Average Mobile
  21. 21. 1. AT&T wanted to build AWARENESS for the new moto X Image Purchase Intent Foot Traffic Sales Awareness TV PRINT MOBILE DIGITAL
  22. 22. Mobile Delivered almost twice the Awareness /Dollar vs.. other media Total People converted with mobile vs. campaign on average Device Awareness AT&T Campaign on average Mobile 1 1.9 x 1.9
  23. 23. 2. MasterCard wanted to increase association with Travel Purchase Intent Foot Traffic Sales Awareness TV SOCIAL PRINT DIGITAL/MEDIA Image
  24. 24. Mobile Delivered almost twice the Image /Dollar vs.. other media “Good Card To Carry When Traveling” MasterCard Campaign on average Mobile 1 1.7 x 1.7 Total People converted with mobile vs. campaign on average
  25. 25. 3. Walmart wanted to drive Intent for Back to School grocery Foot Traffic Sales Awareness TV MOBILE Image Purchase Intent 25 DIGITAL
  26. 26. Mobile Delivered almost twice the Purchase Intent /Dollar vs.. other media Walmart Campaign on average Mobile x 1.9 1.91 “Intent to Shop Back to School Grocery” Total People converted with mobile vs. campaign on average
  27. 27. 4. Coca Cola launched a campaign to support it’s growth strategy for Gold Peak Foot Traffic Awareness Image Purchase Intent TV PRINT DIGITAL/MEDIA OOH Sales
  28. 28. Mobile worked harder than its share and drove results across the Board Sales of budget5% of sales6% Total People converted with mobile vs. campaign on average Gold Peak Campaign on average Mobile Top of Mind Awareness Home Brewed Taste Gold Peak Campaign on average Mobile 4.81 1.81
  29. 29. Well, can mobile help me meet my marketing goals? YES. Mobile drives results across the entire purchase funnel
  30. 30. What is the value of mobile to your Business? Can mobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder?
  31. 31. Our empirical data suggest that based on its impact mobile should be 8%-16% of the mix Image Purchase Intent Foot Traffic Sales Awareness Mobile Optimized % 8% 10% 10% 16%
  32. 32. But what is the REAL business value of those allocations?
  33. 33. Reallocation to mobile would bring double digit lift in awareness Or convert the entire city of Chicago +12% Increase in Awareness
  34. 34. 3/24/2015 Proprietary & Confidential 35
  35. 35. Reallocation to mobile would change perceptions for nesters/empty nesters Or convince enough empty/nesters to fill all the Hotel rooms in Greece +7% Increase in Image
  36. 36. Reallocation to mobile would bring double digit lift in Intent or cover all the schools in NJ with back to school supplies +15% Increase Purchase Intent
  37. 37. Reallocation to mobile would increase actual sales by 4% enough bottles to pave the way to Toronto +4% Sales
  38. 38. So what is the optimal allocation for mobile in the mix? DOUBLE DIGIT Aim for a Mobile allocation in your total marketing mix
  39. 39. slide titleI Get It. Change is Hard
  40. 40. Key Questions Can mobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder?
  41. 41. 4 ways to make mobile work harder Format Location Time of Day Creative
  42. 42. Net, there are a lot of options to improve Mobile
  43. 43. 1. Optimize by Format Format Location Time of Day Creative
  44. 44. 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
  45. 45. Save video creative would produce stronger results vs.. TV with lower cost Mobile Video TV 40 100 100 450 Better ROI! Effectiveness at low frequency Price
  46. 46. 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
  47. 47. Using mobile formats to hit goals and maximize ROI Display Social Audio Video Native Characteristics Builds impact gradually Stronger than display Builds impact gradually Stronger than display Builds impact faster/stronger Approach Benefits from repetition. Good for recency / continuity strategy Monitor frequency or build on creative rotation
  48. 48. 2. Leverage Location Targeting Format Location Time of Day Creative
  49. 49. Location and format Interact: Combine for better results Expandable Units Pencil Units Retargeted Proximity 40%12% No Lift 10%
  50. 50. 3. Leverage Context Targeting Format Location Time of Day Creative
  51. 51. Depending on the category, Context Targeting can add significant value Day of the week* Time of Day** 130 100 100 1290 Weekday vs.. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic Without targeting With targeting
  52. 52. 4. Build on Creative Format Location Time of Day Creative
  53. 53. AB testing can significantly increase impact AB testing and optimization No optimization Better Creative Relevance to Demo 100 100 170120
  54. 54. How can I make my mobile investment work harder? Optimization area 1. Optimize by Format (video, audio, native, larger ads, etc.) 2. Leverage Location targeting (proximity, retargeting store visit, etc.) 3. Leverage Context targeting (time of day, edit context, etc.) 4. Optimize and Improve Creative (a/b testing, new creative, etc.) Total ROI Upside of Mobile Only ~20% to ~80% ~30% to ~120% ~20% to ~60% ~40% to ~200% ~150% to ~550%
  55. 55. That said, asking marketers to do mobile marketing is like kids asking for first cell phone
  56. 56. Applying the learnings: Improved Results Image Purchase Intent Foot Traffic Sales Awareness Impact +7% +15% +4% +17% +29% +7% With Best Practices Agreement with brand image Intent to shop Offline Sales Agreement with brand image Intent to shop Offline Sales +12% +18 Awareness Awareness
  57. 57. Applying the learnings: Invest more in mobile Image Purchase Intent Foot Traffic Sales Awareness Mobile Optimized % 8% 10% 10% 12% 12% 15% With Best Practices 16% 20%
  58. 58. Key Questions Can mobile help me meet my marketing goals? What is the optimal mobile allocation for my campaign? How can I make my mobile investment work harder? Mobile drives results across the ENTIRE purchase funnel Aim for a double digit mobile allocation in your total marketing mix Optimizing your mobile investment can increase its impact by up to 160%
  59. 59. What is the [real] value of mobile? $1BN
  60. 60. 1.0 1.2 1.5 1.8 2.2x1.0 2.0 8.1 20.3 32.8x 1.0 2.5 5.0 10.4 18.6x 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2002 2003 2004 2005 2006 X Increase in Internet Spending from Base For 7 Brands that Conducted XMOS Studies Total Online Spending Average XMOS Brands But will SMoX move marketers?
  61. 61. Finally, three things you can do now
  62. 62. 1. Join the MMA as a Member greg@mmaglobal.com
  63. 63. 2. Continue dialogue at MMA CEO & CMO Summit (or the 17 other events, 50 webinars, etc MMA has) July 25-27 greg@mmaglobal.com
  64. 64. 3. Bring SMoX in-house to your marketing teams greg@mmaglobal.com
  65. 65. Thank You! greg@mmaglobal.com

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