Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012


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Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-

1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.

Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?

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  • introduce concept of mobile bring digital & physical life togetherdifference between going online & being onlinemobile being part of our everyday life
  • personal story illustrating how mobile’s time has come
  • mobile projections for next 5 years – 2010’s will be the decade of mobile
  • Smartphone penetration in Poland is at 30%-35%
  • The next mobile trend is around the continued explosive growth that we expect to see with tablets+ the rise of the tablet has been unlike anything we have ever seen in consumer technology+ On left, see a projection of 160m tablets being shipped over the next two years.Right, iPad blew it siblings out of the water in the race to sell 1 MM units, took only 28 days!+ Pace of this transition is like nothing we’ve ever seen before – fastest selling consumer device in history+ we talked about multiple screens – the tablet is on its way to becoming one of the core fixtures in consumers’ lives, right up there with TVs, PCs, phoneswith these two trends in mind, let’s take a look at how Reebok made the most of mobile as part of a cross-screen approach
  • although mobile’s growth & trajectory is impressive on its own right, the reality is that consumers can be found and engaged just as meaningfully on PCs and TVs. the question is which screens should brand advertisers focus on to drive branding?the answer: all of themThese screens work better together. You’ll see in a minute that consumers don’t favor one device over another but rather can be found across all screens throughout the day. New ad research from Nielsen indicates that integrated video messages across TV, PCs, smartphones and tablets are much more effective in driving branding than messages delivered through TV alone. let’s take a closer look
  • google recently released data on how consumers search across different digital devices -- including tablets, PCs and phones. this chart shows how searches are distributed throughout the day for each of these devices. (note: these don’t reveal absolute or relative traffic volumes, just the hourly usage patterns specific to each device)the data shows that users engage mobile & PC in complementary contextspcsearches peak and persist throughout workday hourssmartphone searches rises through day and peak at commute times & evenings – phone searches are more evenly spread out during the day, nd given its proximity to the user at any given timetabletsearches peak dramatically in evenings; this illustrates that tablets, although portable enough to be on-the-go devices, are used primarily at home as “lean back” devices while sitting on the couchwe see that consumers are indeed multi-screen and should be reached across all devices and contexts. what does multi-screen usage mean for advertising? let’s take a look
  • We’re increasingly becoming a mobile nation, with over 9 in 10 adults, 3 in 4 teens and 1 in 4 kids owning a mobile phone today. (Experian Marketing Services, Feb 2012: is causing afundamental shift in consumer behavior, fromthe moment we wake up, to the time we go to bed. Mobile devices are central to the way we connect with others, stay informed, shop and navigate the world around us and today’s consumer sees their mobile device as an extension of themselves… an always-on/connected companion that keeps them in the know. This shift creates the opportunity for marketers to engage with consumers in new ways thanks to the unique capabilities of smartphones: location aware (utility & relevant), always on-hand (immediacy), touch screen (personal in nature & engaging). 
  • RATIONAL DROWNING: Mobile devices have become an indispensible part of our daily lives…they have become our 2nd brain & our constant companion…they with us during every part of our day. We literally wake up with them and they are the last thing we check before going to bed…which gives marketers enormous opportunity to intersect & engage with us. A study we did last year, found that 89% said they used their smartphone throughout the day and trend that is likely to continue. (Mobile Movement Study, Google/Ipsos, April 2011)Additional Data Points: Wake Up: 35% of Android/iPhone owners use an app before get out of bed ( 43% use their smartphone while traveling/commuting & 72% said they search on their smartphones to get info when they’re on-the-go (Google/OTX, The Mobile Movement Study, U.S, Apr 2011)Dinner: 59% of smartphone owners use mobile web while waiting (Google/OTX, The Mobile Movement Study, U.S, Apr 2011)Evening: 71% of smartphone users have searched after seeing an ad. (Google/OTX, The Mobile Movement Study, U.S, Apr 2011)UPDATED: In the U.S., 58% of consumers looked up information after seeing a TV ad(Google/Ipsos, Our Mobile Planet Study, Feb 2012)on a typical day 68% of all smartphone owners go online using their phone. ( owners typically surf the mobile Web for 27 minutes a day (Dec 2011)
  • RATIONAL DROWNING: Today’s consumer lives a multi-screen life & their mobile devices allow them to be constantly connected while they navigate seamlessly across screens. A recent mobile study we published that looked at smartphone behavior across six countries found that Americans lead in mobile multitasking, with 81% saying they have used their smartphone while engaging with other media.(Google Mobile Planet Smartphone Study 2012). Another important finding (not from the study above) is that search activity on mobile devices occurs evenly throughout the day, complementing PC activity. This is important to note as we are finding that time spent on mobile devices are incremental and don’t necessarily cannibalize times spent with other media. (Google internal data)Mobile devices present an enormous opportunity for marketers, these devices are the one thing consumers have with them throughout their day. The incremental reach through mobile devices should not be underestimated.Reach & engage with consumers via their constant companion. Sources:  Study details:Base: Private Smartphone users who use the internet in general and who were online yesterday with their Smartphone; wave 2 (US: 817). Q22. When you use the Internet on your Smartphone which if any of the following - do you do at the same time?
  • REFRAME:Unfortunately businesses have yet to embrace mobile the way consumers have. Last year, we framed mobile as a business opportunity. In 2012 it’s a requirement. If you’re not investing in mobile as part of your core marketing strategy…you’re going to get left behind (J. Spero It’s a Mobile World post)With only 10% of the web mobile ready, brandshave yet to adjust to an unprecedented adoption of mobile devices by consumers. Rather they are treating mobile as more of an after thought… not giving it the attention or investment that is warranted… eMarketer estimates that mobile accounted for about 10% of adults’ media time in the US last year but less than 1% of ad spending, in part because marketers have been slow to move dollars to mobile. Bottom line is that current investment in mobile is insufficient when you consider how central these devices are to consumers daily lives. from a new study by Flurry are even more pronounced, showing that mobile is the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%. By contrast, print gets 29% of ad dollars but only 6% of time spent.(Flurry Study) is a HUGE MISS if you consider the audience that is mobile savvy…they are younger, educated and more affluent. Brands that make mobile central to their marketing strategies will have an advantage in engaging with the mobile consumer.Sources: - less than 10% of the web is mobile ready MWC J.Spero talk Feb 2012 ( )-According to the CMO Council, 39% of US marketers & agencies were using mobile advertising/marketing (Jul 2011) & the Association of National Advertisers reported a higher #: 75% (Oct 2011) eMarketer- Our studies have shown that 67% of advertisers do not have mobile optimized sites (Google/Ipsos/TNS, Global Perspectives: The Smartphone User & The Mobile Marketer, Jun 2011)And so they’re not ready.
  • In the group that was exposed to TV ads alone, 50% of people correctly attributed the ad to Volvo. For groups that saw the ad across all screens -- TV, PC, smartphone and tablet -- the brand recall jumps dramatically to 74%.
  • Similarly In the group that was exposed to TV ads alone, only 22% of people correctly remembered the Volvo ad advertising a 4-door sedan. That number jumped up to 39% for the group that saw the ad across all screens.
  • we just walked through some recent consumer & advertising insights that underscore why an integrated marketing program across TV, PC & mobile is so critical. to briefly recap,your consumers can and should be engaged across all of their digital devices – PC, phones, tabletswhy? consumers engage all screens during the day in different contextsyour customers aren’t siloed, your marketing shouldn’t be eitherresearch & case studies show that multi-screen ads are more effective in driving awareness & preference for your brand or productif you don’t sync your marketing across screens, you’re missing a tremendous opportunitythe question isn’t about what screen you should focus your marketing against, but how to incorporate your marketing across all screens
  • the very first thing you need to do is to create a mobile optimized site if you haven’t done so alreadythis is foundational as you saw earlier, the growth in mobile usage is driving increasing visits to brand’s websites from mobile devices. Based on Google internal data and 3rd party research, we expect that 15-30% of traffic to your site will come from mobile devices. What experience will you deliver to these users? a site that isn’t simplified and optimized for mobile consumption is a terrible brand experience to leave with a consumer. Make sure that have a mobile-optimized site to stage the best brand experiences possible in mobile.with that in mind, we find it’s surprising how many advertisers haven’t yet done this very basic step
  • …a whopping 79% of advertisers are not prepared to build their brands in the best possible way with mobile. make sure that you’ve invested at least table stakes – setting up a mobile site and setting up separate mobile tracking mechanisms.
  • A NEW WAY: Mobile should be a part of every marketer’s core/mainstream strategy.All of these insights speak to/underscore the importance of mobile, how consumer behavior has evolved and what the implications are for marketers.They are also central to shoppers lives.  Nearly 9 in 10 smartphone owners (87%) use their phones to access the internet or email, with 78% of these users saying that they go online using their phone on a typical day.Put differently, that means that on a typical day 68% of all smartphone owners go online using their phone.Nearly half (46%), said they researched an item on their smartphone before going to a store buy it & 37% researched an item on their phone before buying it online. Four in 10 people who use their mobile phones to shop said they had made a purchase through the device itself. ( Greater capabilities to connect & be real-time relevant (location aware: utility/relevance, touch screen: personal/engaging, always present/on-hand: immediate)- location aware: 55% of smartphone owners had used their devices for location-based information (2011 Pew Research Center:// 53% of searchers purchase as a result of a smartphone search. (Google/OTX, The Mobile Movement, U.S, Apr 2011)3) Companiesthat make mobile central to their marketing strategies will have an advantage in engaging with the mobile consumer.
  • Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012

    1. 1. Mobile Is NotA Channel
    2. 2. Agenda1. Mobile is now1. Accept multiplicity of device2. Activate & engage
    3. 3. Mobile is Now
    4. 4. Because … Mobile is not an advertising channelMobile is an access point for consumers Everything must be mobile-enabled
    5. 5. digital & physical & content social needs needs
    6. 6. Simplicity & accessibility The Time make now for Mobile the time for is Now mobileThe time formobile is now.
    7. 7. In 2011 something profound happened…The number of smartphones sold exceeded the number of PCs soldIn a few years, the number of mobile devices will dwarf the number of PCs
    8. 8. Finally the year(s) of mobile 500m 85% beats £3.3bn $6.5bn to 3.5bn Mobile internet of new users exceed Transaction Redemptionhandsets can PC users value of value of Mobile mobile internet access the globally mobile Coupons in US user growth mobile web payments in alone globally the UK 2010 → 2015 Source: Source: Source: Source: Source: Ericsson, Mobile Broadband World, Nov 2010 MobiThinking, Oct 2010 Morgan Stanley, Nov 2010 IAB/PWC Adspend study, Apr 2010 BorrellAssociates, Aug 2010
    9. 9. A global tipping point: 3G access
    10. 10. Moore‟s law applies, but how dowe measure mobile accurately?
    11. 11. Content accessibility is makingmobile the access point of choice Global internet users will double over the next few years – and most will be mobile
    12. 12. The tablet only enhances the fact, mobile is an access point Tablet shipments growing Tablets are the fastest-selling rapidly consumer tech device in history (in millions) 101m Number of days to reach 1M units sold 360+ 74 28 65m 16m 2010 2011 2012 2001 2007 2010Sources: Morgan Stanley, Apple
    13. 13. The mobile tide lifts all ships Over 2MM iPad apps 30% of 2011 „Black Friday‟ ~$2Bn - $4Bn in Sales via downloaded revenue was from Mobile mobile devices in 2011Generated $4Bn in Mobile 10%-20% of all search 10%-15% of uniqueGMV & $2Bn in Mobile TPV queries come from mobile visitors and page views in 2011 devices from mobile appsOver 15% of seated diners Mobile devices account for 270% growth in hotel from mobile apps >60% of listener hours bookings with 99% booked for same-day check-ins via MobileSources: Company Reports, CIRA
    14. 14. Accept Multiplicity of Device
    15. 15. While device access is fragmenting, publishing is consolidating
    16. 16. Mobile allows for cross channel continuity Percentage of daily search queries by hour & because of smartphones much of the mobile queries are in-app not via a traditional search engine Tablet Mobile Desktop12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
    17. 17. The monochromatic to polychromatic consumer “2011 saw mobile media use accelerate across markets…& continuing shifts toward a constantly connected consumer lifestyle.”2012 mobile future in focuscomScore, feb 2012
    18. 18. A day in the life of today‟s connected consumer…Wake up AM commute Lunchchecks email reads news on searches for nearbybefore getting out the way to work cafes to meet a friendof bed for lunchEvening commute Dinner Eveningreads reviews while watches videos sees interesting TVshopping for a new while waiting for commercialdigital camera take out &searches for more info
    19. 19. US leads in mobile multitasking, 81% juggle multiple devices listen to music on the radio 51% read a book watch TV 18% 51% 81% use a smartphone read news- paper/magazine while…. use internet 17% 44% play video gamesSource: Google/Ipsos Our Mobile Planet, Global 28%Smartphone Study 2012
    20. 20. But brands still lag consumer adoption Advertisers aren’t there yet… less than only 10% of the web in 2012 is 1% of ad spend is mobile ready dedicated to mobileSource: Google Internal Data 2012, eMarketer 2012
    21. 21. Even though mobile activated media performs better 74% 24% lift in campaign% correctly recalling recallVolvo as brand 50%advertised TV+ TV Only PC Video+ Phone Video+ source: Nielsen Multi-Screen Media Lab Study, Sep’11 Tablet Video
    22. 22. Yeah, what he said … 39% 17% lift in engagement % recalling that ad featured a four-door sedan 22% TV+ TV Only PC Video+ Phone Video+ Tablet Videosource: Nielsen Multi-Screen Media Lab Study, Sep’11
    23. 23. ImplicationsConsumers engage across all screens, yet little of that is mobile only content, but rather optimized for mobileYour customers are polychromaticMulti-screen communications are more effectiveTremendous opportunity to optimize experienceIt is not what screen you should focus on, but how to optimize your customer experience across all screens
    24. 24. Activate & Engage
    25. 25. Re-think mobile now Create Engagedevelop mobile allow mobile tospecific pages & enhance the brand experience sites Extend sync efforts across all screens
    26. 26. Why, you might ask?In the next 18 months,over 20% oftraffic to your clientssites will come frommobile.
    27. 27. The untapped opportunity79%of large online advertisersdo not have a mobileoptimized landing page
    28. 28. SummaryEmbrace a mobile first approach to all marketing & communications effortsMobile devices are consumers’ constantcompanions &are central to their daily lives Greater capabilities exist on mobile to engage in real time
    29. 29. Thank you!Rob Griffin Obrigado!EVP, Global Director, Product DevelopmentHavas Digital Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您! 8/23/2012 :: 29