A presentation by Georgia Zacharaki, Digital Account Director, Tempo OMD Hellas This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality. The event was powered by: Warply Microsoft Innovation center Nespresso Papadopoulou Biscuits

1. 2nd Mobile Marketing event
5/2/2014
Powered by:

2. MAKING MOBILE MATTER
Georgia Zacharaki | Digital Account
Director at Tempo OMD Hellas

3. For consumers
everything will
be mobile first
(If it isn’t already)
3

4. The importance of ‘mobility’ is recognised
by digital thought leaders
4

5. Mobile accounting for an increasing share of
total internet time
+130%
+66 %
+57%
US
+77%
+47%
Europe
Source: Media Usage Morgan Stanley
Asia
Africa
S. America
+87% globally YoY

6. Mobile is predicted to become the primary
point of internet access this year
2.000
Mobile users
Desktopusers
Smartphones
1.500
1.000
500
Global Device Sales
Internet Users (mm)
2.500
PCs
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
0
2007
2008
Source: Morgan Stanley, Mary Meeker
2009
2010
2011
2012
2013
2014
2015

7. Mobile is already the second most used
media channel
7

8. Greece outperform in Smartphone
penetration
48%
80%
Smartphone
ownership
60%
40%
20%
0%
UK
Spain
Italy
Germany France
Greece
44% Smartphone ownership in Europe
SOURCE: Mediascope IAB Europe
8

9. Recession do not affect tablets penetration
8% of
Greeks own
a Tablet
(vs. 9% in EU)
Source : IAB Europe, Mediascope
9

10. Mobile internet users are a dynamic target
with buying power
45%
55%
Upper
Middle
Lower
145
100
61
1.800
(mean HH income)
+8% vs. Total Population
24,9%
10,6%
8,6%
Higher
131
Secondary
98
Primary 51
5,3%
15-17 18-24 25-34 35-44 45-54 54-64
idx
Source : Focus Bari, Web ID
29,9%
20,8%
146
162
127
97
56
36
10

11. Today’s ‘Digital’ encompasses so much

12. and that changes
everything!

13. New devices give rise to new behaviours
Shared, or used at work
Personal
Semi-portable at best
Taken everywhere
Web and web search
Web and web search, apps,
social, location, NFC, …….
13

14. New devices have changed consumer behaviours
THE
SAGE
SOURCE: OMD Insights
THE
LOVER
THE
WIZARD

15. Understanding how different screens interact
with our lives
In our latest research we looked at the role of
smartphones vs other devices and their influence across
the consumer path to purchase
OMD Insights
15

16. The Mobile Opportunity, personalised but
scalable
Communicate through a device that is personal in a way that is relevant to consumers
context and makes them think you understand their needs and wants but do it at scale.

17. Mobile as an
advertising channel

18. Mobile makes up 10% of digital spend
SOURCE: IAB / Digital Adspend 2012

19. Unlock mobile opportunities
Mobile offers advertisers rich
opportunity but with a smaller
margin for error !
19

20. Majority of top 100 advertisers have a mobile
optimized website
79%
73%
71%
70%
50%
FMCG
SOURCE: IAB / Mobile Optimization Study 2013
Retail
Media
Automotive
Finance
36%
Technology
& Telecoms

21. Understanding the relationship between
mobile and other channels is key
21

22. Mobile is effective at shifting brand metrics
+40%
in Purchase Consideration
+ 29%
in Brand Favorability
Source: Dynamic Logic

23. Mobile can be more effective than digital !
Source: Nielsen IAG, category (40 measured brands)
23

24. Mobile out-performs TV as well !
Source:TV Standard Ad Sourcs: Nielsen IAG

25. Mobile Thought Process
25

26. Stage 1: Understand your consumer
What are my consumers using mobile devices to do?
How does this vary by device / location / need-state?
What are your consumers expecting from you in mobile?
26

27. Stage 2: Differentiate your business through mobile
How are your competitors using mobile?
Does mobile provide opportunity to offer new services?
27

28. Stage 3: Create a mobile strategy that Optimizes
the role of different screens across the consumer
journey
Online advertising
most effective for
building awareness
Mobile drives
consideration and
recommendation
28

29. Stage 4: Deliver an optimised mobile experience
29

30. 30