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Mobile
    Is Not
A Channel
Agenda



1. Mobile is now


1. Accept multiplicity of device


2. Activate & engage
Mobile is Now
Because …




 Mobile is not an advertising channel

Mobile is an access point for consumers

 Everything must be mobile-enabled
digital &   physical &
 content    social
  needs     needs
Simplicity &
            accessibility
             The Time
              make now
            for Mobile
            the time for
              is Now
                mobile

The time
   for
mobile is
  now.
In 2011 something
                         profound happened…

The number of smartphones sold exceeded the number of
                      PCs sold




In a few years, the number of mobile devices will dwarf
                   the number of PCs
Finally the year(s) of mobile




                                                                                                                          500m
   85%                       beats                       £3.3bn                         $6.5bn                                    to
                                                                                                                          3.5bn
                          Mobile internet
   of new                 users exceed                   Transaction                    Redemption
handsets 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
A global tipping point: 3G access
Moore‟s law applies, but how do
we measure mobile accurately?
Content accessibility is making
mobile the access point of choice


                 Global internet users
                  will double over the
                 next few years – and
                  most will be mobile
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            2010


Sources: Morgan Stanley, Apple
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 2011




Generated $4Bn in Mobile          10%-20% of all search          10%-15% of unique
GMV & $2Bn in Mobile TPV         queries come from mobile      visitors and page views
        in 2011                           devices                 from mobile apps




Over 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 Mobile


Sources: Company Reports, CIRA
Accept Multiplicity of Device
While device access is fragmenting,
        publishing is consolidating
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
                                                                                                                Desktop




12:00 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.
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 focus
comScore, feb 2012
A day in the life of today‟s
                   connected consumer…




Wake up               AM commute          Lunch
checks email          reads news on       searches for nearby
before getting out    the way to work     cafes to meet a friend
of bed                                    for lunch




Evening commute       Dinner              Evening
reads reviews while   watches videos      sees interesting TV
shopping for a new    while waiting for   commercial
digital camera        take out            &searches for more
                                          info
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 games

Source: Google/Ipsos Our Mobile Planet, Global           28%
Smartphone Study 2012
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 mobile




Source: Google Internal Data 2012, eMarketer 2012
Even though mobile activated
                                                  media performs better


                                                                       74%

                                                                                  24% lift in
                                                                                  campaign
% correctly recalling
                                                                                  recall
Volvo as brand
                                                          50%
advertised




                                                                   TV+
                                                         TV Only   PC Video+
                                                                   Phone Video+
  source: Nielsen Multi-Screen Media Lab Study, Sep’11
                                                                   Tablet Video
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 Video
source: Nielsen Multi-Screen Media Lab Study, Sep’11
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
Activate & Engage
Re-think mobile now




 Create                                   Engage
develop mobile                            allow mobile to
specific pages &                         enhance the brand
                                             experience
      sites
                     Extend
                   sync efforts across
                       all screens
Why, you might ask?




In the next 18 months,


over 20%                  of
traffic to your clients
sites will come from
mobile.
The untapped opportunity




79%
of large online advertisers
do not have a mobile
optimized landing page
Summary



Embrace a mobile first approach to all
 marketing & communications efforts

Mobile devices are consumers’ constant
companions &are central to their daily
                 lives

 Greater capabilities exist on mobile to
         engage in real time
Thank you!
Rob Griffin
                                            Obrigado!
EVP, Global Director, Product Development
Havas Digital                               Gracias!
rob.griffin@havasdigital.com                Merci!
                                            Grazie!
                                            Arigatô!
                                            Vielen Dank!
                                            Terima Kasih!
                                            谢谢您!



 8/23/2012 :: 29

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

  • 1. Mobile Is Not A Channel
  • 2. Agenda 1. Mobile is now 1. Accept multiplicity of device 2. Activate & engage
  • 4. Because … Mobile is not an advertising channel Mobile is an access point for consumers Everything must be mobile-enabled
  • 5. digital & physical & content social needs needs
  • 6. Simplicity & accessibility The Time make now for Mobile the time for is Now mobile The time for mobile is now.
  • 7. In 2011 something profound happened… The number of smartphones sold exceeded the number of PCs sold In a few years, the number of mobile devices will dwarf the number of PCs
  • 8. Finally the year(s) of mobile 500m 85% beats £3.3bn $6.5bn to 3.5bn Mobile internet of new users exceed Transaction Redemption handsets 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. A global tipping point: 3G access
  • 10. Moore‟s law applies, but how do we measure mobile accurately?
  • 11. Content accessibility is making mobile the access point of choice Global internet users will double over the next few years – and most will be mobile
  • 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 2010 Sources: Morgan Stanley, Apple
  • 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 2011 Generated $4Bn in Mobile 10%-20% of all search 10%-15% of unique GMV & $2Bn in Mobile TPV queries come from mobile visitors and page views in 2011 devices from mobile apps Over 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 Mobile Sources: Company Reports, CIRA
  • 15. While device access is fragmenting, publishing is consolidating
  • 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 Desktop 12:00 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. 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 focus comScore, feb 2012
  • 18. A day in the life of today‟s connected consumer… Wake up AM commute Lunch checks email reads news on searches for nearby before getting out the way to work cafes to meet a friend of bed for lunch Evening commute Dinner Evening reads reviews while watches videos sees interesting TV shopping for a new while waiting for commercial digital camera take out &searches for more info
  • 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 games Source: Google/Ipsos Our Mobile Planet, Global 28% Smartphone Study 2012
  • 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 mobile Source: Google Internal Data 2012, eMarketer 2012
  • 21. Even though mobile activated media performs better 74% 24% lift in campaign % correctly recalling recall Volvo as brand 50% advertised TV+ TV Only PC Video+ Phone Video+ source: Nielsen Multi-Screen Media Lab Study, Sep’11 Tablet Video
  • 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 Video source: Nielsen Multi-Screen Media Lab Study, Sep’11
  • 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
  • 25. Re-think mobile now Create Engage develop mobile allow mobile to specific pages & enhance the brand experience sites Extend sync efforts across all screens
  • 26. Why, you might ask? In the next 18 months, over 20% of traffic to your clients sites will come from mobile.
  • 27. The untapped opportunity 79% of large online advertisers do not have a mobile optimized landing page
  • 28. Summary Embrace a mobile first approach to all marketing & communications efforts Mobile devices are consumers’ constant companions &are central to their daily lives Greater capabilities exist on mobile to engage in real time
  • 29. Thank you! Rob Griffin Obrigado! EVP, Global Director, Product Development Havas Digital Gracias! rob.griffin@havasdigital.com Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您! 8/23/2012 :: 29

Editor's Notes

  1. introduce concept of mobile bring digital & physical life togetherdifference between going online & being onlinemobile being part of our everyday life
  2. personal story illustrating how mobile’s time has come
  3. mobile projections for next 5 years – 2010’s will be the decade of mobile
  4. Smartphone penetration in Poland is at 30%-35%
  5. 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
  6. 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
  7. 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
  8. 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:http://www.experian.com/blogs/marketing-forward/2012/02/07/a-mobile-nation-over-9-in-10-adults-3-in-4-teens-and-1-in-4-kids-own-a-cell-phone/Mobile 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). 
  9. 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 (http://www.pcworld.com/article/227719/35_percent_use_mobile_apps_before_getting_out_of_bed.html)Commute: 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. (http://techcrunch.com/2012/02/20/for-the-young-smartphones-no-longer-a-luxury-item/)-Smartphone owners typically surf the mobile Web for 27 minutes a day (Dec 2011)http://www.mediapost.com/publications/article/168895/smartphones-dont-outpace-feature-phone-preference.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+online-media-daily+%28MediaPost+%7C+Online+Media+Daily%29#ixzz1nkCUnWmc
  10. 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:http://www.adweek.com/news/technology/americans-are-biggest-mobile-multitaskers-138593)  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?
  11. 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. http://www.emarketer.com/Article.aspx?R=1008846&ecid=a6506033675d47f881651943c21c5ed4)Results 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)http://www.mediapost.com/publications/article/168145/time-spent-in-mobile-far-outpaces-ad-spending.html?edition=43671#ixzz1nz3iIdd1This 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 (http://searchengineland.com/less-than-10-of-the-web-in-2012-is-mobile-ready-112101 )-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.
  12. 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%.
  13. 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.
  14. 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
  15. 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
  16. …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.
  17. 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. (http://www.mediapost.com/publications/article/167765/google-mobile-devices-influence-purchases.html#ixzz1nYqebu00)2) 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://www.adweek.com/news/technology/where-are-you-going-where-have-you-been-138178)- 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.