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.

How Does Mobile Marketing Not Make the Same Mistakes the Internet Did


Published on

This is a presentation done at DMEXCO in Cologne Germany on Sept 20, 2011. Focus is on understanding where Internet marketing and advertising missed the mark and what Mobile needs to think about on it's way to building a superior marketing and media channel.

Published in: Business, Technology
  • Be the first to comment

How Does Mobile Marketing Not Make the Same Mistakes the Internet Did

  1. 1. How Does Mobile Marketing Not Make the Same Mistakes the Internet Did<br />Based on the Experience of One Man Who Was There for the Birth of the Internet and is Tasked at present with leading Mobile Marketing Industry<br />DMEXCO – Cologne, Germany September 2011<br />Greg Stuart, Global CEO<br />How Does Mobile Marketing Not Make the Same Mistakes the Internet Did<br />
  2. 2. Experienced Perspective<br />Agency Media & GM; CMO; Digital Media Senior Exec and CEO in 3 businesses now<br />4 New York City Agencies <br />GM at Y&R - Interactive (1994)<br />Sony Online Ventures &AOL<br /> (Tribune)<br />Flycast Ad Network ( IPO)<br />IAB (‘01 to ’06 or $6B to $17B)<br />Investor in 15 Digital Media businesses<br />Over $750,000,000 in transactions in 4 years<br />Co-Author of WHAT STICKS<br />2<br />Agency<br />CMO<br />Seller<br />Investor<br />
  3. 3. Meant to be a Clarion Call for Marketers to Change<br />
  4. 4.
  5. 5. 5<br />But change and constant improvement is HARD<br />
  6. 6. 6<br />But that’s the channel I want Mobile to be and the MMA is out to build;<br />with your help<br />
  7. 7. Good News: Marketers Have a Different View This Time Around<br />“If your plans don’t include Mobile then your plans are not finished.”<br />Wendy Clark<br />SVP Integrated Marketing<br />Coca Cola<br />7<br />
  8. 8. 8<br />What Did Internet Get Wrong?<br />Too Hard to Buy/ Measurement<br />More Aggressive Stop the Bad Stuff/Privacy<br />Lack of Ownership on Marketing Effectiveness<br />
  9. 9. 1. Too Hard to Buy/ Execute / Measurement<br />
  10. 10. slide title<br />A Network Sounded Good<br />
  11. 11. slide title<br />But Then We Created Specialists for Each Detail<br />Ugh!<br />
  12. 12. slide title<br />UGH! Now What?<br />
  13. 13.
  14. 14. Conan O’Brien’s View of the Future<br />
  15. 15. Internet Revolutionized Ad Measurement<br />Internet<br />Television<br />Magazines<br />Advertising Research Foundation’s<br />Media Measurement Spiral<br />
  16. 16. However, Internet Measurement is Very Flawed and Isn’t Fixing Itself<br />Audited ad technology showed that the average major publisher site 40% of ads measured as a impression NEVER APPEAREDIN A VIEWABLE AREA of the screen<br />16<br />
  17. 17. For Example<br />17<br />
  18. 18. It Gets Worse<br />And for some networks 94%of ads measured as a impression NEVER APPEAREDIN A VIEWABLE AREA of the screen<br />18<br />
  19. 19. Fewer ad units (but more impactful)<br />Better ‘AUDITED’ measurement<br />Powerful creative tools<br />App Store distribution<br />Optimize media planning tools<br />Simplify the multitude of Handset issues<br />Trusted and consistent analytics & reporting<br />Data in and out of handsets<br />Global regulatory environments<br />Global standards and implications<br /> Mobile payments standardized<br />Fast turn around for messaging (short code)<br />Data on market and consumer penetration<br />And so on<br />Mobile - Easier to Buy<br />Better Channel<br />19<br />Mobile requires vigilance-avoid status quo, seek constant improvement<br />
  20. 20. 2. Aggressively Stop the Bad Stuff / Consumer Trust<br />
  21. 21. Bad Interviewing Prep<br />“Yes, you are the Pop-Up Association”<br />2002<br />
  22. 22. Internet Bad Stuff<br />Pop Ups<br />SPAM<br />Malware<br />Drive by Downloads<br />Non Uninstallable Downloads<br />Trap Doors<br />Security Breeches<br />Privacy Violations<br />Technology to Stop Bad Stuff<br />Pop Up Blockers<br />Ad Blocking <br />AG action on Malware<br />Regulatory Action<br />Public sentiment<br />Etc….<br />Bad Actions Kill Categories<br />
  23. 23. slide title<br />What’s Good for One is Not Always Good for All<br />
  24. 24. Privacy Guidelines for Mobile Apps<br />To be out Sept/Oct<br />Cramming<br />Consumer Best Practices – Messaging<br />Premium SMS in U.S. is challenge<br />Impending Commerce fraud<br />Customer management of fraud<br />Handset and dataset security<br />Virus’ on handset<br />Offensive ads<br />Use of targeting data<br />Location based issues<br />Mobile – Stopping Bad Stuff<br />Better Channel<br />We HAVE to be better here cause mobile so much more personal <br />24<br />
  25. 25. 3. Lack of Ownership on Marketing Effectiveness<br />
  26. 26. Across Every Measure – Mobile Performs<br />26<br />
  27. 27.
  28. 28. $1 Billion Ad Spending Researched<br />1.1 Million EU & U.S. Consumers Surveyed<br />
  29. 29. MEDIA Companies can REALLYImpact Ad Effectiveness <br />+0% to INFINITY increase in Ad Effectiveness<br />Insights from the What Sticks’ Research<br />Low High<br />Cut out International impressions 18% to 43%<br />Manage Frequency 50% to 70%<br />Capitalize on Time of Day/DoW 10% to 15%<br />Ad Size does matter 20% to 54%<br />Page Placement really matters 6% to 350%<br />Creative is “mission critical” 0% to 400%<br />Total Gain Possible: 0% 2910%<br />
  30. 30. First, must get Cross Media Cost Effectiveness<br />Creative effectiveness insight<br />Message effectiveness<br />Landing page optimization<br />Better reporting and analytics tools<br />Train & certify the industry<br />Rich Media standards<br />Standardized Ad Effectiveness tools<br />Better algorithms<br />More <br />Mobile - Effectiveness<br />Better Channel<br />30<br />
  31. 31. A final example…<br />…How big an impact can getting this right make?<br />
  32. 32. slide title<br />Ford F-150 Case Study<br />“Most Important Car Launch in Ford’s History.”Bill Ford<br />
  33. 33. But Does It Impact Sales?<br />Ford Media Mix *<br />Cost of Portal Home Page Take-Over ad in study: $500,000<br />Cost of Portal Home Page Take-Over ad today: $2,500,000<br />Priceless!<br />Traditional Media<br />(TV, Magazines)<br />$<br />$$$<br />Equal to +$1,350,000,000in U.S. Truck sales<br />Equal to $750,000,000 inU.S. Truck sales <br />* Approx. $200 Million Budget<br />
  34. 34. So, the Goal of the MMA is…<br />
  35. 35. 35<br />…To build the best marketing channel with the best educated players that the world’s marketers have ever had<br />Bar none!<br />
  36. 36. 36<br />How Does The Industry (MMA) Do That?<br />We work with you and the industry:<br />Set the standards that create industry and company efficiency that gives mobile true competitive advantage versus the other channels<br />Protect the medium from non-valuable government intervention or individual company caused harm/disrespect<br />Make sure that everyone, not just marketers, playing a role in making the mobile marketing channel work harder are better and know how to market better.<br />
  37. 37. In Short, Mobile Will Have…<br />37<br />Better Standards/Processes<br />Better Protected/Brand<br />Better Effectiveness/ Participants<br />
  38. 38. MMA Forum London<br />4th/5th October<br />1. Gain inspiration from 14 Global Brands<br />RSA Group, Unilever, Coca-Cola, NHL, The Weather Channel, JetBlue, Lactalis, Mahou, BBC, Economist, Dorling Kindersley, Debenhams, BMO Group, Marks & Spencer<br />2. Learn from industry leaders in<br />China, Japan, Indonesia, India, Turkey, South Africa, Pakistan, & USA<br />3. Plus take advantage of unparalleled networking opportunities<br />Register at<br />
  39. 39.<br /><br />+1 631 702 0682<br />com<br /><br /><br /><br /><br />Schönen Dank<br /><br /><br /><br />