This document describes a study called SMoX.me (Smart Mobile Cross Media Effectiveness) that assessed the effectiveness of mobile marketing. The study found that: 1) Mobile delivered nearly twice the impact per dollar spent compared to television advertising. 2) Reallocating just 5% of the marketing budget from other channels to mobile would result in reaching an additional 2.5 million people. 3) The optimized allocation of spending in a campaign by AT&T was 16% to mobile marketing based on increasing awareness.

1. Smart Mobile Cross Media Effectiveness
(SMoX.me)

2. 2
MMA
Smart Mobile Cross Media Effectiveness
(SMoX.me)
Rex Briggs
Marketing Evolution

3. Everything
is different
3

4. For the first time…
2013: we spend more time on digital than on TV
2014: we spend more time on mobile than on PCs
Source: emarketer
4

5. 5
Nothing brings you closer to people

6. Everything is
the same
6

7. 7
US advertisers now spend just 7 cents per US
adult per hour spent on mobile
Print
TV
Radio
Online
Mobile
$0.83/h
$0.17/h
$0.13/h
$0.12/h
$0.07/h
Source: emarketer

8. Why not invest more in mobile marketing?
Top two Reasons
1. Tight budgets/ We can’t afford to
decrease spending in other
channels
2. Difficulty to measure impact of
mobile and compare to other
channels
8
47%
46%
Source: MMA/Neustar marketer study,
N=400

9. Market was Slow To Adapt To Digital
9

10. Learning from the past:
A New Tool – That Engaged Marketers
10

11. What Changed?
You can’t change the way people think.
You can give people tools,
the use of which will change their thinking.
- Renowned Inventor Buckminster Fuller
11

12. Engaged Marketers Changed Their Spending,
And Influenced the Market
“Rex Briggs and Marketing Evolution are single handedly responsible for
saving Online display advertising.” - Jim Nail, Senior Analyst, Forrester
The New Tool is
12

13. SMoX.me
Smart Mobile Cross Marketing Effectiveness
An industry research initiative designed to
scientifically assess the return on investment of
mobile and its optimal allocation in the
marketing mix, drawn from real world results.
13

14. SMoX Objectives
14
Assess the role and relative value
of Mobile elements: Display, Mobile
Video, Mobile Audio, Messaging,
social, coupons etc.
Assess the impact of mobile on
brand KPIs & Sales and determine
the optimized percent of mobile
in the full cross channel mix.
1
2

15. SMoX Supporters and Partners
15
http:///
PARTNERSSUPPORTERS

16. Methodology: Single Source Panel
16
EffectivenessExposure Panel
Next-day
Survey / Brand
KPIs
Panel match
with sales data
Passively track
Passively track
OTS
OTS

17. Optimization: Calculating the impact of each
channel and identifying synergies
Campaign Spend-To-Impact Response
Functions: Purchase Intent
TV
Digital
Magazine
Cinema
17
The algorithm takes into account
duplication and synergies between media
vehicles

18. 18
Case Study:
New device launch, AT&T

19. Campaign Details
19
Awareness
Consideration/Im
age
Purchase
MEASUREMENT PARAMETERS
KEY KPI / GOAL
Build Awareness for the new
device offering from AT&T
Media Share
TV 92%
Print* 1%
Online Desktop 5%
Mobile 1%
Target 18+
Data Collection 9/17/13-10/28/13

20. 1. Mobile delivered nearly 2x the impact /dollar
spent compared to TV
0
5
10
15
20
National TV Online
Desktop
Print Mobile
People Impacted:
Device Awareness
0
1
2
3
4
5
6
7
National TV Online
Desktop
Print Mobile
Efficiency (Impact/$):
Device Awareness
TotalImpactduetoExposure
(MMpeople)
PeopleImpactedper
Dollar 20

21. 2. Shifting $ to Mobile will impact more people
with the same Budget
21
Online Display
0
2,000
4,000
6,000
8,000
10,000
12,000
TV
Print
Digital
Mobile
Spend to Impact Response By Media :
Awareness of new Device
Spend
TotalPeopleImpacted
(MM)
TV
Mobile
Print

22. 3. The optimal mobile allocation of the ATT
campaign is 16%
Actual Budget Optimized on
Awareness
(71%)
22
93%
72%
1%
8%
5%
5%
1%
16%
Budget($MM)
Mobile
Online Desktop
Print
National TV

23. By reallocating spend to
mobile, there is an
incremental potential of 2.5
million people or +12%*!
That’s almost the
equivalent of the
population of Chicago!
4. Optimization will bring Better Results
(Awareness) with the same Budget!
23
People Impacted
(With Current
Spend)
Upside Potential People Impacted
(Optimized Spend)
Mobile .5MM 3.7MM (+ 17.5%)
Online Desktop 1.1MM 0.3MM (+ 1% )
Print .7MM 3.6MM (+ 17%)
National TV 18.9MM -1.9MM (- 9%)
Total
+5.7MM ( 27% )
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV

24. But wait! There is more …
There is an opportunity to further power up mobile impact by up to 2.5x!
24

25. 5. Mobile was more effective at driving
awareness among men
0%
4%
8%
12%
16%
20%
0 2 4 6 8 10
%ImpactAmongExposed
Mobile had 70% more impact among
Males
Frequency

26. 6. Increase rotation of Banner Size A which
performed 2.5x better
26
0%
2%
4%
6%
8%
0 3 6 9 12 15
Frequency
%ImpactAmong
Exposed
2.5x
Banner Ad Size A
Banner Ad Size B

27. Please Welcome:
Charlie Hinton,
Executive Director Marketing Analytics, AT&T