Mobi Survey917 Short

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How are digital media and marketing pros leveraging mobile in the mix? DM2PRO.com teamed with Millennial Media on a survey that projected agency and brand spending for Q4 2009 and beyond.

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  • As of Sept. 21, 285 people started the survey, 200 completed it.
  • “ Other” responses: not using; we do not have; only have 2 mobile experiences launching in q4 - however we have been adding mobile to the mix for the last year. The issue wasn’t lack of interest. Clients want it. However in 2009 the issue has been money. Going into 2010 be already know mobile will be in our clients budgets and we are expecting a number of concepts presented this summer to go in to production Spring 2010 with roll-out of a number of extremely dynamic, rich mobile experiences for a number of out current clients by summer 2010. integration and support — Also immediacy; European / Asian access
  • Two insights: Marketers don’t associate newspapers with mobile – outdoor might have outperformed even this category with a designated choice question. Why so popular? Because mobile is in use when consumers are out and about -- except that there’s no sedentary differentiator between magazine and radio, or newspaper and TV/Cable for that matter. Internet is the clear winner.
  • Mobi Survey917 Short

    1. 1. State of the Industry: Mobile Survey Agency Excerpt Released 9/21/09
    2. 2. 200 Responses 151 60 74 MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    3. 3. Among Marketers: Mostly Agencies MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    4. 4. 100+ AGENCIES…
    5. 5. Multi-Focused MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    6. 6. Experienced MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    7. 7. MOBI SURVEY 9/17/09 N=199 Copyright © DM2PRO 2009 MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    8. 8. MOBI SURVEY 9/17/09 N=199 Copyright © DM2PRO 2009 MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    9. 9. MOBI SURVEY 9/17/09 N=199 Copyright © DM2PRO 2009 MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    10. 10. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    11. 11. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    12. 12. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    13. 13. MOBI SURVEY 9/17/09 N=199 Copyright © DM2PRO 2009 MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
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    16. 16. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    17. 17. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    18. 18. Besides CPG, Who Spends Over Next 6 Months? MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    19. 19. Besides CPG, Who Spends Over Next 6 Months? * This ranking includes just those ranked as “highly likely” not an average of the top and middle options. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    20. 20. <ul><li>“ Other”responses: </li></ul><ul><li>Integration and support </li></ul><ul><li>Immediacy </li></ul><ul><li>Access to Euro/Asia markets </li></ul>MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    21. 21. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    22. 22. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    23. 23. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    24. 24. 80% of campaigns employ a mobile ad network of some kind; about half of those have a single favorite MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    25. 25. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    26. 26. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009 <ul><li>Other: </li></ul><ul><li>Job type </li></ul><ul><li>Performance </li></ul><ul><li>Key word (mobile search) </li></ul>
    27. 27. “ We are using it for every target. The big question is does the mobile idea conceptually work with the campaign.” –Respondent MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    28. 28. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    29. 29. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009 <ul><li>Other: </li></ul><ul><li>CPA vs other channels </li></ul><ul><li>So far campaigns have performed expected </li></ul><ul><li>Not enough support from other mediums </li></ul>
    30. 30. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    31. 31. MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    32. 32. Most EFFECTIVE Mobile Method? MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    33. 33. About Us <ul><li>DM2PRO.com is a membership site for digital media and marketing professionals who want to share what works exploiting new media. (Joining is easy, and just $19.95.) </li></ul><ul><li>Millennial Media, is “the disruptive force behind the rapid growth of mobile advertising.” Besides being a mobile ad network, it has a deep commitment to understanding what works. </li></ul>MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    34. 34. About Us <ul><li>Everyone who took the survey, along with DM2PRO.com members, will see all 142 slides, including the in-depth impressions of Brands, Direct Marketers, PR, and Publishers who have done mobile media, or explain why they’re not. </li></ul>MOBI SURVEY 9/17/09 N=200 Copyright © DM2PRO 2009
    35. 35. Thanks! Melinda@DM2MEDIA.com Please join us at DM2PRO.com where Digital Media and Marketing Professionals come when they NEED to know!

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