The document discusses mobile device usage and how it influences consumer behavior. It notes that the average smartphone user checks their phone 150 times per day, has 20 apps installed, and plays games on their phone 12 times a day. Mobile commerce is growing, with close to one in ten e-commerce dollars spent via smartphones and tablets. Mobile directly impacts shopping behaviors across various channels. Identification, targeting, and measurement present challenges for mobile marketing due to device fragmentation and limitations in current approaches.

2. The Average Smartphone User…
• Checks their phone
150x per day
• Has 20 apps installed on
their device
• Goes to their phone 12x
per day to play games

3. M-Commerce
•
•
"M-Commerce" is growing: 55% of time on retail sites is spent on mobile devices
142 million U.S. consumers owned smartphones, 69 million owned tablet devices (6/13)
–
–
close to one of every 10 e-commerce dollars was transacted via smartphones and tablet devices
spending per buyer was higher on smartphones than on tablet devices.

4. Mobile Influences Shopping Behaviors
Effect of Mobile directly seen across Verizon channels
VZW.com Shopper Visits: Feb 2012 – June 2013

5. Mobile is Not a Silo
Shopping Aside, How Are Consumers Using Mobile Devices?
May 2013 “How US Consumers Shop On Mobile Devices”

6. Mobile Media: In-App vs Mobile Web
CONSUMER LANDSCAPE
•Device: Smartphone is mostly in-app, while tablet is growing in mobile web
•Shopping: Smartphones used more for browsing and tablets for transactions
VERIZON APPROACH
•Focus on in-app, with some mobile web across segments/devices
–
–
–
For in-app, app download KPI
Some mobile web for broad reach
More conversion driving environments, sales KPI
82% of all time spent
on mobile is in-app

7. Core Mobile Marketing Challenges
Identification & Targeting
Creative & Engagement
Measurement

8. Identification: Operating Systems Fragmentation
Mobile Web and App have separate tracking mechanisms - not in sync with ad
networks and publishers
“Without sophisticated tracking, running mobile advertising is like throwing money out the window. It's worse
than buying TV advertisements”. - Ravi Kamran, CEO of Trademob

9. Targeting: A single user may look like
one or more separate individuals

10. The Screen Size Effect
Are mobile ads intrusive or engaging?

11. Mobile Measurement Evolution
Account for consumer behavior and measurement advances to enhance mobile
approach and justify investment
Current
•
Minimal differentiation
between smartphone and
tablet
•
KPIs the same as desktop
2014 and beyond
•
Unique goals by device
based on user behavior
•
Evolve measurement
capabilities and
performance goals
•
Increase mobile spend
(i.e., CPGA, online conversions)
•
Limited mobile media
presence

12. Monetization Opportunities
Audience targeting
App discovery
Accessory Sampling
Connectivity and smart appliances and hardware, to and through the
device
-In the home
-On the go
-For business
Goal: Use mobile tech + big data to empower & simplify people’s lives

13. Audience Profiles
Precisely Target the Right Audience with Our Mobile
Solution
•
20+MM Mobile Unique Visitors
•
100 Million Customers Profiles
•
#1 Mobile Network Provider in
the US

14. Mobile Targeting Capabilities
Device, OS, Carrier
Location
Content Categories
Keyword Targeting
Demographic &
Psychographic
Remarketing

15. Sample VZW 1ST Party Data Segments
• Age
• Presence of Children
• Device Profile
• Primary Language
• Education
• Ethnicity
• Gender
• Current Location
• Homeowner Status
• Household Income
• Marital Status
• Mobile Operating System
• Top Browsers
• Top 100 Apps. Used
• Top 100 Apps. Downloaded
• Top 25 App. Categories
• Top 25 Site Categories
• Top 100 Sites Visited

16. Quiz
• A:
•
Top grossing app?
•
Percentage of total app revenue
the top 100 apps account for?
• A: 85%
•
What portion of apps in the App
Store have never been
downloaded?
• A: Two-Thirds
(900K apps available for iOS

17. Appvertising On Mobile
• Formats
– Mobile Display
•
•
•
•
Mobile Web or In-App
Banners or Full-Screen
Usually CPI
Static or Rich Media
– Appwalls
• CPI Revenue Share
Source: AppTap
Source: AppLift

18. Appvertising on VZW Desktop
•
•
App marketing not as prevalent on Desktop, but still significant
opportunity – even with a CPI model
New ad networks allow users to text themselves links to download the
app on their mobile device
Source: Txtmeapp.com

19. How to Solve Mobile
Non PII Cookie-less tracking that enables accurate identification, targeting and
measurement across Mobile (app+web) and cross device

20. Utilizing Mobile to Measure Digital’s Impact
IP Matching
Several measurement opportunities are based on the concept of IP Address Matching
User clicks on
Mobile Ad
User parameters
are logged in a
database for future
identification on
desktop devices
User is sent to
mobile landing page
User does not
complete specified
activity (purchase or
App install)
User is identified later
on a desktop device
by matching IP
address and referring
URL patterns
User is retargeted on
desktop device

21. How It Works
UIDH
UIDH
UIDH
Integration with buying platform
Device identification is the key to unlocking this fragmented media space – cross-device marketing