The document discusses the importance of multi-screen branding and understanding how consumers engage with different devices. As media consumption has shifted to screens across PCs, smartphones, tablets and TVs, brands must strategically reach their audience where it counts on each device. The document outlines the typical usage characteristics of each device and emphasizes that a one-size-fits-all approach will not work, as consumers interact with each screen in unique ways. Brands are advised to understand these differences to most effectively engage their audience across multiple devices.

1. 1
The
Gragg
Mobile
Playbook
The
mobile
marketing
universe
is
moving
faster
than
ever.
It’s
this
emerging
spirit
that’s
inspired
the
2014
Gragg
Advertising
Mobile
Playbook.
Consider
it
a
game
plan
to
help
you
maximize
your
marketing
potential
in
new
ways.
Use
it
to
make
an
impact
on
your
audience
in
the
space
they
live
in
every
day.
From
all
of
us
at
Gragg,
here’s
to
making
the
most
of
mobile
this
year.
2014

2. 2014
Mobile
Playbook
2
Table
of
Contents
Click
on
any
section
title
to
view
a
desired
page.
The
Gragg
Mobile
Playbook
...........................................................................................................
3
Multi-­‐Screen
Branding
...................................................................................................................
4
Social
Media
Diversification
on
Mobile
Devices
..........................................................................
14
Click
To
Call
..................................................................................................................................
20
Two-­‐Way
Conversations
..............................................................................................................
26
Mobile
TV
and
Radio
....................................................................................................................
29
Mobile
Apps
.................................................................................................................................
33
Emerging
Mobile
Trends
..............................................................................................................
39
Mobile
beyond
2014
....................................................................................................................
42
Appendix
I
....................................................................................................................................
43
Appendix
II
...................................................................................................................................
46

3. 2014
Mobile
Playbook
3
The
Gragg
Mobile
Playbook
How
to
move
forward
with
mobile
For
nearly
10
years,
the
world
of
digital
marketing
has
seen
the
mobile
channel
rise
in
prominence
year
after
year.
Changes
are
happening
at
an
exponential
rate.
Amidst
them
all,
many
marketers,
CMOs
and
agencies
have
continued
to
wonder
how
to
stay
competitive
and
successful
with
such
a
dynamic
platform.
It’s
this
ecosystem
of
change
that
has
prompted
Gragg
Advertising
to
develop
a
mobile
playbook.
A
place
to
get
your
bearings
on
how
far
we’ve
come
and
how
to
move
forward
with
a
solid
mobile
strategy
this
year.
2014
will
be
a
watershed
year
for
mobile
as
web
usage
via
mobile
devices
is
expected
to
surpass
that
of
desktop
computers.
Even
so,
many
companies
still
have
yet
to
fully
embrace
mobile
and
often
struggle
with
how
to
be
successful
in
the
mobile
space.
Gragg
Advertising
has
been
actively
engaged
in
the
mobile
channel
for
more
than
10
years
now,
and
we
know
what
tactics
are
most
effective
for
customer
acquisition,
retention,
inquiry
generation,
sales,
branding,
and
consumer
engagement.
Even
though
the
mobile
channel
can
be
a
daunting
arena
for
many,
we
hope
this
playbook
can
provide
more
than
a
high-­‐level
overview
of
what’s
happening
in
mobile.
We
also
want
to
be
so
bold
as
to
forecast
pertinent
trends
and
technologies,
as
well
as
provide
tactical
and
strategic
recommendations
based
on
our
own
empirical
data.
Like
any
marketing
channel,
there
is
no
silver
bullet
or
magic
remedy
that
works
for
every
company
in
every
situation.
This
playbook
is
designed
to
help
marketing
teams
and
corporate
executives
realize
what
they
can
accomplish
in
2014
with
mobile.
For
some,
it
will
be
finally
creating
a
branded
mobile
application,
or
testing
the
ability
to
engage
with
prospects
or
customers
via
two-­‐way
texting.
Others
see
the
importance
of
embracing
responsive
web
design
in
their
websites
and
e-­‐mail
marketing
material.
For
everyone,
understanding
the
dynamics
of
a
multi-­‐screen
consumer
and
winning
the
“moments
that
matter”
will
be
crucial
when
forming
your
next
move
in
the
mobile
space.
From
all
of
us
at
Gragg,
we
look
forward
to
helping
you
wade
through
the
mobile
universe
in
2014,
and
we’re
excited
to
see
which
strategies
and
tactics
work
best
for
your
brand.

4. 2014
Mobile
Playbook
4
Multi-­‐Screen
Branding
Reaching
your
audience
where
it
counts
In
today’s
media
landscape,
90%
of
all
media
interactions
are
screen-­‐based.
We’re
seeing
an
explosion
of
multiple
device
usage
that
will
continue
to
change
the
face
of
branding.
Consequently,
it’s
also
redefined
the
importance
that
we
place
on
traditional
media.
Media
consumption
in
the
digital
world
is
split
among
PC’s,
smartphones,
tablets
and
TV,
which
presents
opportunities
to
brand
strategically
once
you
understand
how
an
audience
engages
each
one
uniquely.
“…The
revolution
isn’t
about
the
technological
advancements—it
is
about
the
power
of
consumers
to
choose
and
define
the
world,
the
media,
and
their
own
interactions
and
communications.
They
expect
more
from
brands…”-­‐via
Bob
Jeffrey,
ADWEEK

5. 2014
Mobile
Playbook
5
Understanding
the
role
of
devices
in
our
lives
PCs
–
Keep
Us
Productive
and
Informed:
Usage
Characteristics:
•
Primarily
for
office
or
home
use
•
Productive
task-­‐oriented,
such
as
conducting
serious
research
Smartphones
–
Keep
Us
Connected:
Usage
Characteristics:
•
Used
on
the
go
•
Users
need
information
quickly
and
efficiently
•
Users
are
motivated
by
communication
and
entertainment

6. 2014
Mobile
Playbook
6
Tablets
–
Keep
Us
Entertained:
Usage
Characteristics:
•
Primarily
used
at
home
•
Used
for
entertainment
and
browsing
•
Users
take
a
relaxed,
leisurely
approach
TV
–
No
Longer
Commands
Our
Full
Attention:
Usage
Characteristics:
•
Consumers
search
for
things
they
see
on
TV
•
Consumed
simultaneously
with
other
devices
•
Users
primarily
looking
for
entertainment

7. 2014
Mobile
Playbook
7
Understanding
the
modes
of
multi-­‐screen
users
The
multi-­‐screen
world
has
opened
up
new
usage
habits
that
media
consumers
have
adopted
over
time.
These
habits
continue
to
change
more
and
more
as
technology
improves
and
devices
become
inter-­‐
related.
Because
of
these
changes,
we’ve
now
observed
multi-­‐screen
users
engaging
devices
in
sequential
and
simultaneous
modes.
These
usage
patterns
show
how
to
best
present
your
brand
based
on
the
purposes
and
methods
behind
a
multi-­‐screen
user’s
activities.

8. 2014
Mobile
Playbook
8
Understanding
sequential
usage
Sequential
multi-­‐screen
usage
occurs
when
a
task
is
completed
over
time
across
more
than
one
device.
Sequential
multi-­‐screening
is
mostly
completed
within
one
day.
90%
of
multi-­‐screen
users
sequentially
accomplish
a
task
over
time.
How
they
start
their
search,
and
how
they
jump
between
devices,
can
reveal
a
lot
about
their
end
goal.
Here’s
a
breakdown
by
device
of
the
intent
behind
where
users
begin
their
sequential
multi-­‐screen
activities:
Smartphones
Smartphones
are
the
most
common
starting
place
for
online
activities.
Popular
tasks
include
conducting
searches,
browsing
the
internet
and
shopping
online.
PC’s
PCs
are
most
often
a
starting
point
for
more
complex
activities.
For
many
users,
PCs
are
used
for
managing
finances
or
watching
a
video.
Many
times,
these
tasks
are
continued
on
a
smartphone
or
a
tablet.
Tablets
Shopping
and
trip
planning
often
begin
on
a
tablet.
From
there,
most
users
will
continue
this
task
on
a
smart
phone
and,
finally,
on
a
PC.
Search
and
browsing
are
also
among
the
popular
tasks
people
use
tablets
for
as
well.

9. 2014
Mobile
Playbook
9
Understanding
simultaneous
usage
On
average,
consumers
use
three
different
screen
combinations
daily,
with
smartphones
acting
as
the
most
frequent
companion
during
simultaneous
usage.
This
simultaneous
usage
has
redefined
TV.
77%
of
television
viewing
is
being
done
with
another
device
at
the
same
time
in
a
typical
day.
The
rise
of
simultaneous
usage
has
furthered
our
understanding
of
how
activities
relate
among
between
devices.
In
the
end,
your
brand
will
benefit
by
taking
advantage
of
critical
moments
in
a
user’s
life.
Key
insights
for
simultaneous
usage
•Emailing,
browsing
and
social
networking
are
among
the
most-­‐performed
activities
during
simultaneous
usage.
This
type
of
multi-­‐tasking
can
be
partly
driven
by
habit
but
also
by
the
newfound
ability
to
be
efficient
in
every
moment
of
the
day.
•Most
consumers
who
simultaneously
use
devices
are
juggling
different
activities
at
the
same
time.
78%
of
simultaneous
usage
is
multi-­‐tasking
between
different
projects.
Popular
pairings
include
PCs
with
smartphones
and
TV
with
PCs.

10. 2014
Mobile
Playbook
10
Success
stories
in
multi-­‐screen
branding
TOMS
Shoes
TOMS
Shoes
was
looking
to
spread
awareness
for
their
One
Day
Without
Shoes
event
to
their
targeted
demographic
of
young
adults
18-­‐34.
They
developed
a
multi-­‐screen
campaign
through
PC,
mobile
phone
and
TV.
The
activity
spanned
4
countries.
Nearly
80%
of
viewers
went
online
or
walked
into
a
store
to
buy
TOMS
shoes.
Aided
Awareness
by
number
of
screen
views:
1
screen
55%,
2
screens
77%
and
3
screen
96%.
–
Collective.
Microsoft
Advertising.
What’s
on
their
screens.
What’s
on
their
Minds.
Interpret
Research,
May
2010
Packaged
Goods
A
Fortune
100
brand
in
the
food
industry
reinvented
a
product
and
was
looking
for
ways
to
increase
favorable
opinions
among
their
target
demographic
of
Women
25-­‐49
with
young
children.
They
targeted
moms
on
smartphones
from
6am-­‐9am,
when
they
were
most
active
on
the
device.
They
displayed
online
video
and
banner
ads
throughout
the
day.
The
combined
mobile
&
online
video
campaign
generated
a
22%
lift
in
favorability.
The
device-­‐variation
campaign
generated
a
smartphone
interaction
rate
48%
higher
than
the
industry
norm.
–
Collective.
Multi-­‐Screen
Advertising
The
Right:
Audience
+
Creative
+
Device
+
Daypart.
2013
Home
Insurance
A
home
insurance
company
generated
a
series
of
mobile
and
online
display
ads
that
ran
simultaneously
to
promote
brand
awareness.
Awareness
increased
50%
among
those
who
had
seen
the
mobile
ad,
and
then
increased
to
114%
when
consumers
were
exposed
to
both
online
and
mobile
ads.
–
Collective.
Microsoft
Advertising.
What’s
on
their
screens.
What’s
on
their
Minds.
IAB
UK
Mobile
&
Internet
Brand
Advertising.
Dec
2009

11. 2014
Mobile
Playbook
11
Responsive
Design
Many
articles
in
2013
were
written
about
the
merits
and
worthiness
of
responsive
web
design
(RWD),
so
by
now
the
concept
is
fairly
widespread.
For
those
who
haven’t
adopted
yet,
RWD
takes
content
and
renders
it
in
an
optimized
viewing
format
for
any
device
(tablet,
smart
phone
or
desktop).
Giving
e-­‐mails
and
websites
a
RWD
treatment
is
not
only
optimal
from
a
usability
standpoint,
but
Google
and
other
search
engines
have
made
it
clear
that
having
one
site
with
all
content
on
it
will
boost
search
engine
rankings
over
sites
that
have
mobile
redirects
or
use
other
treatments
to
display
mobile
content.
Advantages
of
Responsive
Design
The
most
notable
advantage
to
using
RWD
is
that
now
a
mobile
visitor
can
access
all
the
content
that
is
on
a
website,
as
opposed
to
seeing
only
the
abridged
versions
of
sites
that
have
traditionally
been
placed
on
mobile
domains.
As
devices
get
more
advanced,
so
do
the
browsing
habits
of
users.
RWD
solves
this
issue
by
allowing
consumers
to
be
fully
engaged
with
brands
while
on
their
devices
instead
of
just
seeing
snippets
of
pages
and
content.

12. 2014
Mobile
Playbook
12
RWD
in
E-­‐mail
While
mobile
devices
have
ushered
in
a
new
era
of
the
constantly
connected,
e-­‐mail
still
remains
at
the
forefront
of
activity
for
mobile
users.
Data
from
December
2013
from
e-­‐mail
research
firm,
Return
Path,
showed
that
51%
of
all
e-­‐mail
opened
worldwide
was
done
via
a
mobile
device.
The
open
rate
for
mobile
devices
nearly
doubled
those
of
desktop
(27%)
and
webmail
(22%).
In
July
2013,
Deloitte,
a
professional
services
firm,
conducted
a
poll
on
the
popularity
of
mobile
devices
and
the
e-­‐mail
habits
of
users.
Checking
e-­‐mail
(both
work
and
personal)
was
cited
by
half
of
the
respondents
as
the
top
content
activity
performed
on
tablets,
and
nearly
75%
of
smart-­‐phone
users
ranked
it
atop
their
activity
chart.
E-­‐mail
service
providers
and
delivery
systems
that
allow
HTML
designs
to
be
imported
into
their
systems
are
in
great
position
to
maximize
the
high
open
rates
on
mobile
devices.
Importing
HTML
into
the
system
enables
responsive
design
within
e-­‐mail
marketing
material
and
helps
reach
mobile
users
effectively.
Marketers
who
take
advantage
of
the
mobile
channel
in
their
e-­‐mail
marketing
campaigns
are
seeing
the
ROI
hit
the
bottom
line.
2013
Q3
data
from
e-­‐mail
service
provider
Yesmail
showed
that
there
was
a
dramatic
increase
in
revenue
per
click
from
mobile
devices
compared
to
desktop
($7.14
v.
$3.26).
Winning
the
moment
that
matters
Multi-­‐screen
branding
points
to
a
phenomenon
in
how
we
experience
time.
Users
have
a
renewed
sense
of
“found
time”
that
they
have
never
had
before.
These
micro-­‐moments
are
ones
where
people
can
now
seemingly
accomplish
more
than
ever.
Consumers
are
using
this
renewed
sense
of
time
to
do
everything
from
searching,
shopping,
communicating
and
finding
entertainment.
For
marketers,
knowing
how
and
when
to
make
the
most
of
these
moments
is
critical
to
their
business
success.
Consumers
may
be
distracted
more
than
ever,
but
we
know
at
least
they
are
paying
attention
in
unprecedented
ways.

13. 2014
Mobile
Playbook
13
How
to
use
multi-­‐screen
branding
in
your
2014
mobile
strategy:
•
Understand
the
ways
that
people
consume
media
across
all
types
of
devices.
•
Aim
to
drive
consumer
engagement
on
devices
by
using
other
devices
as
catalysts
for
engagement.
•
Closely
align
TV
strategy
with
digital
marketing
strategies.
•
Implement
a
mobile
strategy
core
to
your
business
–
it
may
be
necessary
considering
mobile
serves
as
the
backbone
of
our
daily
media
use.

14. 2014
Mobile
Playbook
14
Social
Media
Diversification
on
Mobile
Devices
Redefining
social
media
through
mobile
It’s
no
secret
that
social
media
heavily
defines
much
of
our
online
experience.
However,
the
way
in
which
mobile
users
continue
to
use
social
media
will
largely
define
how
it
is
used
to:
• Virally
spread
content
and
messaging
• Increase
visibility
of
content
in
search
engines
• Increase
social
buzz
• Establish
social
proof
• Build
brand
awareness
• Reach
new
audiences
through
user
networks
To
properly
engage
a
mobile
audience
through
social
media,
communication
should
be
educational,
enlightening
or
entertaining.
Inherently,
mobile
devices
expand
the
role
of
social
media
channels
by
providing
easier
and
immediate
access
to
instant
communication
and
conversation.
Moving
forward,
utilizing
various
social
media
channels
with
proper
engagement
tactics
via
mobile
devices
is
essential
for
the
future
success
of
your
overall
mobile
strategy.

15. 2014
Mobile
Playbook
15
How
social
media
is
consumed
on
mobile
• Social
networks
Establish
various
ways
to
interact
with
friends,
family
and
professional
connections
Examples:
Facebook
and
LinkedIn
• Social
news
sites
Allow
users
to
vote
for
their
favorite
news
items,
articles,
links
etc.,
leading
to
the
community
determining
which
items
are
more
prominently
displayed
based
on
the
“voting”
Examples:
Digg
and
Redditt
• Bookmarked
sites
Allow
users
to
save,
organize
and
manage
links
to
various
resources
and
websites
through
“tagging,”
to
make
them
easily
searchable
and
sharable
Examples:
Delicious
and
Stumble
Upon
• Microblogging
sites
Allow
users
to
share
updates
and
send
short
messages
to
subscribers
Example:
Twitter
• Media
Sharing
Allow
videos,
photos,
podcasts
and
documents
to
be
uploaded
and
shared-­‐
Most
have
additional
features
such
as
profiles
and
commenting
Examples:
YouTube,
Flicker,
Instagram
• Blogs
Allow
conversations
to
build
through
message
posting-­‐
Comments
are
commonly
centered
on
the
blog
topic
Examples:
Blogger,
Wordpress

16. 2014
Mobile
Playbook
16
Mobile
traffic
forces
social
media
sites
to
adapt
Facebook
recently
reported
that
819
million
of
its
1.15
billion
users
(73%)
during
Q2
2013
came
from
mobile
devices.
These
changes
point
to
an
industry-­‐wide
shift,
forcing
marketers
to
ensure
that
their
mobile
platform
provides
a
more-­‐than-­‐optimum
experience.
Facebook’s
2013
stats
year-­‐over-­‐year
show
the
explosive
nature
of
mobile
social
media.
• 543
million
of
955
million
(56%)
in
Q2
2012
• 325
million
of
739
million
(43%)
in
Q2
2011
• 155
million
of
482
million
(32%)
in
Q2
2010
Facebook
Mobile
Traffic
vs
#
of
Users
32%
43%
56%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2
2010
Q2
2011
Q2
2012
Q2
2013
Facebook
Mobile
Traffic
vs
#
of
Users
0.00
200,000,000.00
400,000,000.00
600,000,000.00
800,000,000.00
1,000,000,000.00
1,200,000,000.00
1,400,000,000.00
Q2
2010
Q2
2011
Q2
2012
Q2
2013
Mobile
Traffic
#
of
Facebook
Users

17. 2014
Mobile
Playbook
17
Making
mobile
social
media
diversification
happen
Leveraging
the
various
social
media
sites
through
mobile
devices
enhances
user
experience
and
brand
exposure,
increases
visibility,
reaches
new
audiences
and
benefits
technical
SEO
for
organic
site
rankings.
Diversification
is
key
for
the
maximum
effectiveness
of
social
media.
The
ability
to
strategically
place
content
and
URLs
across
social
media
channels
is
crucial
in
leveraging
those
social
networks.
This
can
be
achieved
by
syndicating
content
across
social
channels
for
optimal
positioning.
Mobile
SEO
growth
Now
that
traditional
SEO
and
social
media
work
together
for
organic
website
rankings,
the
growing
use
of
mobile
devices
has
greatly
impacted
online
marketing
and
SEO
tactics.
As
Google
is
responds
to
the
rapidly
shifting
mobile
landscape,
in
which
half
of
all
Americans
own
smartphones
and
at
least
one-­‐third
own
tablets,
2014
will
be
the
year
of
mobile
SEO.
Google’s
recent
Hummingbird
algorithm
update
was
only
a
small
part
of
a
much
larger
algorithmic
change
implemented
by
Google,
which
considers
a
website's
mobile
performance
in
determining
its
SEO
rankings.
Thus,
having
a
mobile-­‐optimized
website
must
be
top
priority
in
terms
of
SEO
and
design
investments
in
2014.
Recent
advances
in
Mobile
SEO
• The
latest
algorithm
updates
are
helping
prepare
search
engines
for
the
rise
of
voice
search
associated
with
mobile.
• A
major
factor
of
Google’s
algorithms
is
increased
"social
signals."
• Social
diversification
is
imperative
now
that
Google's
updates
are
increasingly
relying
on
social
signals
as
active
human
creation
of
good
content.
• Google+
is
playing
an
increasingly
significant
role
in
a
solid
SEO
ranking.
• Creating
content
that
is
accessible
on
mobile
devices
is
key
for
diversification
and
social
media
success.
• The
Content
Marketing
Institute
recently
released
a
study
showing
that
the
most
successful
B2B
marketers
are
active
on
an
average
of
seven
social
networks.

18. 2014
Mobile
Playbook
18
Mobile
is
redefining
social
video
As
sales
of
mobile
devices
continue
to
grow,
the
sale
of
PCs,
the
traditional
source
of
traffic
for
YouTube,
continue
to
decline.
In
light
of
this
change,
YouTube
has
announced
that
it
plans
to
allow
users
to
save
and
watch
videos
off-­‐line.
This
new
feature
will
undoubtedly
help
increase
YouTube’s
mobile
viewers
significantly-­‐
Users
will
be
able
to
download
videos
over
Wi-­‐Fi
and
watch
them
wherever
they
go,
rather
than
having
to
worry
about
data
streaming
and
overages.
Social
video
services
offered
by
Instagram,
Vine
and
Snapchat
are
also
furthering
the
social
video
ecosystem.
Watching
YouTube’s
mobile
growth
reveals
how
large
social
video
will
become
in
2014
and
onward.
Social
media
influences
mobile
usage
habits
Simply
stepping
outside
in
any
major
metro
area
or
on
a
college
campus,
you’re
bound
to
find
people
looking
down
at
their
mobile
device.
For
some
it’s
out
of
necessity,
but
for
the
majority
it’s
a
habit
developed
largely
because
of
social
media.
Mobile
social
media
presents
the
ever-­‐present
opportunity
to
remain
connected.
The
following
table
provides
a
snapshot
of
how
social
media
influences
how
we
interact
with
our
phones.
6%
25%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2011
2012
2013
Youtube
Mobile
Traffic
%

19. 2014
Mobile
Playbook
19
How
to
use
social
media
in
your
2014
mobile
strategy:
• Social
media
must
be
taken
seriously.
Employ
the
pillars
of
strong
profiles,
good
content,
reciprocity,
and
engagement.
• Ensure
that
social
sharing
is
enabled
for
all
content.
• Content
strategy
must
include
a
dissemination
phase
that
includes
maximizing
its
potential
for
distribution
through
social
networks.
• Be
active
on
the
social
networks
that
matter
in
your
industry,
customers
and
search
engines.
• Social
media
marketing
strategy
must
stimulate
various
social
signals
to
achieve
your
goals.
• Four
out
of
five
smartphone
users
check
their
phones
within
the
first
15
minutes
of
waking
up.
80%
of
those
say
it’s
the
first
thing
they
do
in
the
morning.
• 79%
of
smartphone
users
have
their
phone
on
or
near
them
for
all
but
two
hours
of
their
waking
day;
63%
keep
it
with
them
for
all
but
one
hour.
A
full
quarter
of
respondents
couldn’t
recall
a
single
time
of
the
day
when
their
phone
wasn’t
in
the
same
room
as
them.
• Friday
through
Sunday,
smartphone
users
spend
163
minutes
communicating
and
using
social
media
on
their
phones.
Monday
through
Thursday,
they
spend
87
minutes.
• The
average
number
of
social/communication
apps
that
smartphone
users
have
on
their
phones
is
7.4.
• The
most
common
sentiment
regarding
smartphones
is
one
of
“connectedness,”
far
surpassing
“overwhelmed,”
“stressed
out,”
“burdened/anxious,”
or
“lonely.”

20. 2014
Mobile
Playbook
20
Click
To
Call
Cultivating
conversation
on
the
go
Direct
response
marketing
is
no
longer
limited
to
just
TV
commercials
or
desktop
searches.
Today’s
search
engines
enable
users
to
call
directly
from
a
search
query
or
even
inside
a
mobile
application.
When
it
comes
to
mobile
search,
a
tool
like
click
to
call
can
be
one
of
the
most
effective
direct
response
tools
available.
Click
to
call
provides
an
efficient
way
for
starting
conversations
with
consumers
during
the
moments
when
they’re
most
likely
to
make
a
purchase
decision.
70%
of
mobile
searchers
use
click
to
call
to
connect
with
a
business
directly
from
the
search
engine
results
page.
70%
of
mobile
searchers
use
click
to
call.
-­‐Google

21. 2014
Mobile
Playbook
21
Purchase
immediacy
Mobile
click
to
call
is
an
essential
tool
in
purchase
immediacy.
Mobile
consumers
often
need
a
direct
way
to
respond
to
a
message
or
opportunity
when
they’ve
made
a
decision.
Achieving
a
consistency
in
this
real-­‐time
feedback
only
happens
when
brands
have
an
effective
click
to
call
strategy.
55%of mobile consumers want
to purchase within an hour.
-Google
83%of mobile consumers want
to purchase within one day.
-Google

22. 2014
Mobile
Playbook
22
Location
matters
With
such
a
high
concentration
of
mobile
searches
being
location-­‐based,
businesses
must
be
available
to
be
easily
contacted
by
phone.
69%
of
mobile
consumers
expect
businesses
to
be
within
5
miles
of
their
location
–Google
10%
expect
a
one
mile
trip
or
less
–Google

23. 2014
Mobile
Playbook
23
Uses
for
click
to
call
Reasons
for
calling
a
business
as
opposed
to
using
the
website
59%
To
quickly
get
an
answer
57%
To
talk
to
a
real
person
54%
To
ask
more
questions
or
request
information
unavailable
on
the
website
44%
To
accomplish
something
that
cannot
be
done
through
the
website
42%
“It’s
convenient”
–Google
52%
Check
for
business
hours
47%
Schedule
an
appointment/
make
a
reservation
43%
Inquire
about
inventory/availability
43%
Inquire
about
or
compare
pricing
39%
Get
directions
or
local
information
–Google

24. 2014
Mobile
Playbook
24
The
risk
of
no
call
button
Lack
of
a
call
button
can
damage
a
consumer’s
perception
of
a
business.
In
the
moment,
it’s
usually
the
tool
they
need
the
most
to
connect
with
you.
The
following
facts
breakdown
the
percent
of
people
who
say
the
following
statements
describe
how
they
feel
when
unable
to
call
a
business
directly
from
the
search
results
on
their
smartphone:
47%
More
likely
to
explore
other
brands
47%
Frustrated
or
annoyed
35%
Disappointed
in
the
brand
or
company
33%
Less
likely
to
use
the
brand/company
in
the
future
33%
Less
likely
to
recommend
the
brand
27%
Less
trusting
of
the
brand
or
company
–Google
The
benefits
of
having
a
call
button
are
evident
in
overall
mobile
search
ad
performance.
The
addition
of
a
call
button
increases
in-­‐ad
click-­‐
through
rate
by
8%.
+8%
CTR

25. 2014
Mobile
Playbook
25
How
to
use
click
to
call
in
your
2014
mobile
strategy:
•Implement
click
to
call
buttons
within
your
organic
search
strategy,
paid
search
campaigns,
and
on
your
company’s
website.
•Consider
working
with
pay
per
inquiry
vendors
with
nationwide
online
availability
that
can
run
click
to
call
campaigns
for
clients.
•Integrate
call
extensions
in
your
mobile
search
campaigns
so
users
can
access
more
specific
information,
such
as
the
caller’s
area
code
and
the
duration
of
the
call.
•
Analyze
click
to
call
data
so
you
can
assign
value
to
your
calls
and
further
understand
your
mobile
path
to
conversion.
•
Use
performance
results
to
make
strategic
decisions
moving
forward,
so
you
can
be
there
for
your
customers
during
crucial
purchase-­‐decision
moments.

26. 2014
Mobile
Playbook
26
Two-­‐Way
Conversations
How
texting
gets
brands
and
audiences
talking
In
2013,
Gragg
saw
an
opportunity
to
increase
our
clients’
brand
awareness
and
reach
through
texting.
Many
of
our
clients’
target
audiences
are
millennials,
making
the
push
to
reach
them
on
mobile
even
more
important.
They
live
on
their
devices.
And
for
most
of
them,
their
smart
phone
has
become
their
primary
device
as
a
cost-­‐effective
choice
over
a
computer.
Over
time,
we’ve
realized
that
texting
provides
a
two-­‐way
conversation
that
can
evolve
into
anything
from
making
a
purchase
to
enrolling
at
a
school.
In
the
traditional
sense,
phone
calls
have
been
utilized
for
a
long
time
in
direct
marketing
to
facilitate
two-­‐way
interaction,
but
in
a
limited
space.
Conversely,
text-­‐messaging
allows
us
to
now
nurture
an
inquiry
in
an
avenue
where
they
can
feel
more
in
control.
It
helps
keep
information
in
front
of
the
inquiry
and
keep
them
engaged
and
on-­‐target.
With
consistent
usage,
we
believe
brands
that
utilize
texting
can
go
beyond
acquisition
to
retention
in
their
brand
loyalty.
A
portrait
of
Texters
Texters
can
also
be
referred
to
as
digital
natives.
They
are
consumers
who
grew
up
with
mobile
technology
as
part
of
their
everyday
lives.
It’s
been
shown
that
65%
of
digital
natives
take
their
device
with
them
from
room
to
room.
TIME
magazine
profiled
digital
natives
in
a
recent
article
and
noted,
“More
than
54%
of
digital
natives
say
I
prefer
texting
people
rather
than
talking
to
them.”
“90%
of
mobile
users
use
text
messaging.”
–via
textrepublic.ie

27. 2014
Mobile
Playbook
27
Usage
highlights
of
Texters
• Global
SMS
traffic
reached
9.6
trillion
messages
in
2012.
• There
are
2.5
times
more
active
users
of
SMS
than
email
worldwide.
• 98%
of
text
messages
are
read:
o v.
29%
of
tweets
o v.
12-­‐20%
of
emails
o v.
12
%
of
Facebook
posts
Texting
is
trending
While
some
companies
may
already
utilize
texting,
Gragg’s
Text
Blast
product
is
different
due
to
its
dynamically
responsive
system.
Over
time,
Gragg
is
seeing
exponential
increase
in
communication
and
bonding
between
the
inquiry
and
the
sales
representative
because
of
two-­‐way
texting.
Because
of
these
trends,
in
2014,
we’re
projecting
even
more
growth
as
we
use
texting
as
an
incredibly
efficient
way
to
reach
inquiries.
“More
than
54%
of
digital
natives
say
‘I
prefer
texting
people
rather
than
talking
to
them.’”
-­‐Jane
Lehman/
via
timeinc.com

28. 2014
Mobile
Playbook
28
How
to
use
texting
in
your
2014
mobile
strategy:
•Implement
targeted
text
blasts.
o Presents
ability
to
track
inquiries
faster
o Can
be
applied
to
a
wide
variety
of
clientele
•Utilize
Gragg’s
Alpine
CRM.
o Gragg’s
client
portal
to
manage
inquiry
info
gathered
from
texts
o Set
appointments,
reminders
and
alerts
for
inquiry
follow-­‐up
•Manage
text
campaigns
through
Inquiry
Bridge.
o Inquiry
Bridge
is
Gragg’s
proprietary
marketing
software
that
is
designed
to
create
more
responsive
drip
campaigns
out
of
the
box
o Designed
to
analyze
conversion
metrics
•Integrate
short
codes
into
traditional
media.
o Can
be
applied
to
billboards,
TV
ads,
posters,
radio,
print
o Have
the
capability
to
develop
enhanced
tracking
metrics

29. 2014
Mobile
Playbook
29
Mobile
TV
and
Radio
Reinventing
traditional
media
platforms
In
a
fast-­‐paced
world
where
consumers
carry
their
mobile
devices
with
them
every
second
of
their
lives,
there
is
a
great
opportunity
for
brands
to
connect
with
their
consumers
on
a
personal
and
relevant
level.
The
intimate
role
that
mobile
devices
play
in
consumers’
lives
has
now
provided
a
media
platform
that
is
very
personal
and
portable.
This
role
is
redefining
the
abilities
of
traditional
media
platforms
like
TV
and
radio.
In
essence,
mobile
now
merges
our
personal
lives
with
new
digital
worlds
like
never
before.
Making
the
most
of
this
opportunity
requires
that
we
understand
how
to
strategically
handle
TV
and
radio
in
a
mobile
environment.
How
mobile
redefines
Online
TV
Online
TV
is
a
Gragg
product
that
allows
us
to
serve
our
clients’
ads
to
potential
inquiries
before
they
watch
a
video
clip
on
the
internet.
At
the
moment,
Gragg
has
seen
mobile
success
using
Hulu.
The
service
uses
an
advanced
algorithm
to
target
visitors.
The
most
prominent
of
these
targets
centers
on
demographics
(age,
race,
gender,
etc.).
Hulu
can
also
target
potential
inquiries
based
on
interests,
which
is
determined
by
search
history,
internet
history,
and
other
information
collected
in
the
user’s
cookies.
Product-­‐specific
targeting
is
one
area
that
has
greatly
improved
for
mobile.
We
can
now
target
someone
who
has
interest
in
certain
programs,
services
or
products.
For
example,
if
someone
has
been
looking
up
information
on
health/wellness
fields,
we
can
serve
them
an
advertisement
for
medical
assisting
from
a
school
in
their
area.
Another
way
we
target
is
by
finding
common
interests
that
are
generally
linked
to
our
target
audience.
If
we
find
someone
in
our
target
audience
is
interested
in
retirement
funds
or
financial
stability
through
search
field
requests,
we
can
then
target
consumers
in
our
demographic
with
ads
from
relevant
financial
institution
clients.
Mobile
search
data
can
provide
a
great
place
to
serve
more
targeted
ads.
Hulu
Statistics
(2013)
Number
of
paying
Hulu
subscribers
4
million
Average
length
of
time
a
person
spends
on
Hulu
1hour
13min
Number
of
devices
in
use
that
Hulu
is
available
on
120
million
Percentage
of
people
who
use
Hulu
and
only
watch
television
shows
73%
Percent
of
growth
for
Hulu
from
2010
to
2011
60%
Statisticbrain/via
www.statisticbrain.com/hulu-­‐statistics/

30. 2014
Mobile
Playbook
30
When
we
analyze
mobile
TV,
we
pay
particular
attention
to
the
click-­‐through-­‐rate
of
the
ads
served.
This
allows
us
to
take
a
deeper
look
into
what
consumers
are
doing
with
our
ads.
If
they
are
not
interacting
with
the
ad,
we
know
we
have
a
breakdown
in
creative.
If
they
are
clicking
through
but
not
filling
anything
out
on
the
landing
page,
we
may
need
to
update
the
landing
page
or
require
fewer
information
fields.
Mobile
statistics
have
become
robust
in
examining
these
criteria.
With
a
platform
like
Hulu,
the
usage
research
below
proves
that
mobile
statistics
will
continue
to
grow
even
larger
for
improved
ad
targeting
analysis.
“Mobile
is
a
fast-­‐growing
category
and
will
account
for
approximately
15%
of
consumed
videos…”-­‐via
variety.com/
hulu.com

31. 2014
Mobile
Playbook
31
Mobile
redefines
online
radio
Since
the
invention
of
the
iPod,
mobile
music
has
forever
changed
the
way
we
listen.
It’s
given
us
a
newfound
power
as
a
music
consumer.
With
the
growth
of
smartphones
and
streaming
services,
online
radio
has
seen
a
big
opportunity
to
capitalize
on
a
platform
where
music
is
already
being
consumed
either
in
downloaded
or
streamed
formats.
Pandora
is
an
online
radio
service
that
delivers
personalized
music
stations
to
mobile
phones,
tablets,
e-­‐readers,
or
computers
based
on
an
artist,
song,
or
genre
chosen
by
the
user.
This
online
radio
platform
has
been
quickly
adopted
by
mobile
users
since
the
advent
of
the
smartphone
and
the
popularity
of
its
app.
The
Pandora
app
incites
calls
to
action
by
inviting
the
users
to
interact
with
the
songs
via
“thumbs
up,”
“thumbs
down”
or
“skip
this
song”
buttons.
This
way
the
service
can
build
a
playlist
custom
to
your
likes.
Pandora
is
free
and
accessible
on
most
mobile
devices.
A
user
will
listen
to
about
four
minutes
of
ads
for
every
hour
of
listening
time.
The
ads
are
timed
to
play
when
the
user
is
active
on
the
app,
such
as
when
they
are
liking
or
skipping
a
song.
This
increases
the
chance
that
the
user
will
both
see
and
hear
the
ad.
Pandora’s
video
ads
are
non-­‐skippable
and
typically
run
for
15
seconds.
This
blending
of
video
and
radio
presents
a
richer
experience
when
appealing
to
users.
Ads
can
be
targeted
by
demographics,
genres,
artists
and/or
songs.
Demographics
are
the
primary
tool
used
to
target
consumers.
For
example,
each
visitor
to
Pandora
fills
out
demographic
information
directly
to
the
service
when
they
download
the
app
or
create
a
profile
online.
This
kind
of
valuable
information
makes
Pandora
a
fast
learner
when
serving
ads.
Not
only
can
it
track
your
listening
habits,
but
it
knows
a
lot
about
you
from
the
time
you
register.
Much
like
online
TV,
mobile
radio
allows
us
to
look
at
inquiries
as
well
as
the
click-­‐through-­‐rates
to
analyze
our
campaigns
with
this
information.
Considering
the
stats
below,
it’s
apparent
that
mobile
radio
usage
will
continue
to
grow
considerably
in
2014.
Pandora
Statistics
(2012)
Number
of
unique
visitors
to
Pandora
16,763,000
Number
of
registered
users
to
Pandora
radio
80
million
Number
of
hours
streamed
on
Pandora
in
2011
3.9
billion
Total
number
of
unique
stations
an
individual
user
can
create
100
Total
annual
cost
to
have
unlimited
Pandora
radio
use
$36
Statisticbrain/via
www.statisticbrain.com/pandora-­‐radio-­‐statistics/

32. 2014
Mobile
Playbook
32
In
2010,
88%
of
Pandora's
listening
hours
came
from
desktop
use;
by
2012,
70%
was
on
mobile
devices.-­‐
via
businessinsider.com
How
to
use
TV/Radio
in
your
2014
mobile
strategy:
•Integrate
mobile
TV
and
radio
into
your
campaign
to
enhance
your
traditional
media.
•Understand
how
often
your
audience
is
consuming
mobile
media.
•Utilize
Gragg’s
ALPINE
CRM
to
see
where
inquiries
are
responding
to
mobile
TV/Radio.
•Plan
to
steadily
increase
your
budget
for
mobile
TV/Radio
for
the
long
term.

33. 2014
Mobile
Playbook
33
Mobile
Apps
Driving
brand
loyalty
while
serving
your
audience
Why
apps
can
engage
audiences
Anytime
Gragg
looks
at
trending
media
technology,
we
have
to
ask,
“To
what
end
will
it
serve
our
audience
where
they
already
live
and
learn?”
Since
the
advent
of
the
original
iPhone,
we’ve
seen
a
massive
sector
of
our
clients
adopt
smartphones
and
the
applications
that
define
them.
Considering
this,
our
education
clients
understand
that
the
most
loyal
students
are
the
ones
who
are
engaged,
especially
the
ones
with
smartphones.
According
to
ascd.org,
“engaged
students
make
a
‘psychological
investment
in
learning.
They
try
hard
to
learn
what
a
school
offers.’”
This
fact
alone
reveals
why
students
represent
a
highly
engaged
audience.
Even
though
this
engagement
is
mostly
out
of
necessity,
keeping
them
retained
is
another
story
directly
related
to
brand
loyalty.
For
schools,
retention
is
often
a
measure
of
an
academic
institution’s
success,
or
brand
loyalty.
Motivating
student
engagement
through
a
social
media
application
could
be
an
efficient
tactic
to
continuously
engage
students
and
potential
students.
In
fact,
statistics
show
engagement
through
social
media
applications
not
only
improves
retention,
but
it
significantly
increases
the
chances
of
on-­‐campus
visits
(16%),
applications
(25%)
and
student
enrollment
(35%).
“80%
of
the
time
spent
on
Smartphones
is
with
apps,
20%
web
browsing.”
–via
ellucian.com

34. 2014
Mobile
Playbook
34
Knowing
when
to
deploy
an
app
A
hypothetical
case
study
and
prototype
Apps
aren’t
for
everyone,
but
recognizing
the
opportunity
to
deploy
them
to
enhance
your
brand
is
important.
To
further
illustrate
the
stipulations
under
which
you
should
be
looking
to
launch
an
app,
let’s
look
at
higher
education.
For
Gragg,
it’s
a
vertical
we
know
well,
and
one
in
which
an
app
can
be
a
viable
option
if
a
brand
meets
the
following
criteria.
Your
audience
needs
better
tools
As
a
case
in
point,
let’s
use
students
to
hypothesize
an
example
considering
current
statistics
and
lifestyle.
57%
of
college
students
have
a
smart
mobile
device,
and
of
that
percentage,
75%
of
students
have
their
phones
near
them
the
entire
day.
These
facts
reveal
how
mobile
applications
are
relatively
ideal
to
reach
members
of
Generation
Y.
They
represent
more
than
60
million
members
of
the
United
States
who
were
born
between
1977
and
2000.
This
group
of
cohorts
spans
young
adults
from
their
thirties
down
to
“tweens.”
The
young
adults
in
this
generation
are
assumed
to
be
in
college
or
entering
the
workforce,
and
place
great
emphasis
on
multitasking.
The
ease
of
access
to
an
app
focused
on
making
life-­‐balance
easier
for
these
young
adults
could
help
achieve
brand
loyalty
and
retention.
Engagement
is
steadily
declining
Brands
that
are
struggling
with
statistics
showing
an
overall
decrease
in
engagement
over
time
should
consider
an
app
to
help
reverse
the
process.
It’s
not
a
cure-­‐all,
but
an
app
can
help
show
your
audience
that
you
still
care
about
their
needs
in
a
big
way.
In
the
case
of
schools,
the
current
completion
trend
data
gathered
below
makes
a
great
case
for
how
retention
and
graduation
rates
have
steadily
decreased
over
time,
especially
for
public,
2-­‐4-­‐year
degree
sectors.

35. 2014
Mobile
Playbook
35
Higher
Education
Completion
Trends:
(Data
covers
three
decades:
1983-­‐2013)
Freshman
to
Sophomore
Year
ACT:
2013
Retention
and
Completion
Summary
Tables/via
www.act.org
Two-­‐Year
Colleges
(Graduated
in
three
years
or
less)
ACT:
2013
Retention
and
Completion
Summary
Tables/via
www.act.org
Four-­‐Year
Public
Colleges
(Graduated
in
five
years
or
less)
ACT:
2013
Retention
and
Completion
Summary
Tables/via
www.act.org

36. 2014
Mobile
Playbook
36
Lifestyle
needs
can
be
met
An
app
can
become
part
of
your
audience’s
lifestyle;
you
just
have
to
understand
where
it
fits
during
the
course
of
their
day
or
week.
For
our
hypothetical
student
target
audience,
tweens
have
never
lived
without
the
internet
or
easy
access
to
cell
phone,
which
makes
them
technologically
savvy.
According
to
a
statistic
by
blog.ellucian.com,
“62%
of
millennials
owning
mobile
devices
are
more
likely
to
check
social
media
updates
rather
than
the
news
in
the
morning.”
Consequently,
an
application
that
could
help
deepen
a
brand’s
relationship
with
its
students
through
social
interaction
might
be
appealing.
Support
for
the
role
of
social
integration
in
student
retention
comes
from
across-­‐education
research
as
well
as
from
psychological,
sociological,
and
economic
perspectives.
While
methods
and
perspectives
vary,
they
all
agree
on
one
thing:
social
engagement
is
an
essential
component
of
retention,
especially
during
the
first
year.
Considering
this
research,
some
sort
of
social
component
to
a
school
app
could
prove
to
be
an
effective
feature
that
fits
into
the
preferences
your
audience
shares
every
day.
Industry-­‐specific
success
is
happening
with
apps
It
is
important
to
study
your
competition
to
see
if
their
marketing
tactics
are
working.
In
the
case
of
schools,
we’ve
pulled
together
only
a
fraction
of
the
success
that
other
schools
are
having
with
their
apps.
These
kinds
of
testimonials
can
help
when
considering
whether
an
app
is
worth
the
investment
for
your
brand.
“Enabled
students
to
build
an
educational
planner
that
not
only
helped
them
achieve
their
goals,
but
also
provided
important
data
to
the
university
to
assist
in
curriculum
and
capacity
planning
efforts.”
–
The
University
of
Alabama
/via
www.ellucian.com
“…the
best
way
to
find
classmates,
get
answers
to
questions,
and
stay
connected
on
your
college
campus.”
–Schools
App/via
Facebook.com
“…reach
aggressive
strategic
enrollment
goals
by
streamlining
information
flow
between
admissions
staff,
counselors,
and
prospective
students.
The
web-­‐based
tools
enable
admissions
counselors
to
access
and
sort
applicant
information,
making
it
easier
to
communicate
with
prospects
and
track
those
communications.”
–
Transylvania
University/via
www.ellucian.com

37. 2014
Mobile
Playbook
37
How
to
develop
an
app
considering
the
above
factors
Once
you
have
considered
the
aforementioned
criteria,
devise
a
list
of
mandatory
content
your
app
needs
to
contain.
This
process
can
help
you
if
working
with
an
agency
regarding
how
to
best
reach
your
audience.
In
our
case
of
schools,
here’s
the
punch
list
we
could
devise
for
an
app
focused
on
helping
students
succeed
in
the
enrollment
and
retention
process:
Prospective
Students/Visitors
Features
• Upcoming
Events
• Application
to
Enrollment
Status
• Academic
Advisor
• Financial
Aid
Status
• Necessary
Courses
for
Degree
Current
Students/Faculty
and
Staff
Features
• Class
Registration
• Student
Support/Communication
• Multimedia
Announcements
o News
o Events
Updates
o Class
Cancelations
o Career
Fairs
o Late
Fees
• Access
Assignments
(via
Blackboard
or
College
Portal)
• Bookstore
Information
• Grades
• Potential
Job
Opportunities
• Campus
Information
o Directory
o Map
Graduates
• Alumni
Events
• Donations
• Success
Stories

38. 2014
Mobile
Playbook
38
“93%
of
students
feel
their
smartphones
make
their
lives
easier.”
-­‐via
ellucian.com
How
to
use
apps
in
your
mobile
strategy
for
2014:
• Consider
whether
an
app
is
a
critical
tool
for
your
audience.
• Integrate
an
app
into
your
branding
budget
and
standards.
• Make
your
mobile
application
available
to
all
device
platforms.
• Enable
users
to
remain
engaged
through
ease
of
use.
• Provide
a
free
download
to
reach
all
sectors
of
your
audience.
• Enable
usage
data
to
be
measured
through
a
service
such
as
Gragg’s
ALPINE.

39. 2014
Mobile
Playbook
39
Emerging
Mobile
Trends
Photos,
maps
and
games
are
Mobile-­‐First
Content
(Data
from
United
States,
August
2013)
Consumers
go
to
different
devices
for
different
types
of
content.
When
it
comes
to
photos,
92%
of
users
are
mobile-­‐first.
Not
surprisingly,
86%
of
consumers
use
maps
on
their
mobile
devices
and
69%
use
their
mobile
phones
to
check
the
weather.
We
also
seem
to
live
our
social
lives
in
140
characters
or
less.
65%
of
users
log
into
social
networks
on
the
go,
and
25%
of
social
users
are
mobile-­‐only.
-­‐ Via
Statista.com

40. 2014
Mobile
Playbook
40
Four
trends
we'll
be
talking
about
in
2014
Mobile
as
a
priority
Although
attitudes
are
already
changing,
by
next
year
Gragg
expects
to
see
mobile
as
a
key
part
of
every
brand's
advertising
strategy.
With
the
introduction
of
4G
on
EE
last
year,
faster
mobile
speeds
are
now
available
to
consumers.
When
other
networks
have
the
ability
to
roll
out
their
own
4G
offering,
the
opportunities
on
mobile
will
become
boundless.
We
are
also
likely
to
see
a
new
range
of
mobile
products
on
the
market
alongside
smartphones
and
tablets.
Google
Glass
is
due
for
release
at
the
end
of
this
year,
while
smart
watches
are
rumored
to
be
the
next
must-­‐have
device.
The
improvements
in
connection
speeds
and
increasing
number
of
devices
will
have
strong
implications
on
web
publishers
and
brands.
This
will
open
up
a
whole
host
of
new
advertising
formats
for
advertisers.
Mobile
video
is
already
taking
off,
but
improved
connection
speeds
and
increased
data
limits
can
be
expected
to
rapidly
accelerate
the
growth
of
this
type
of
advertising.
Publishers
will
also
adapt
to
the
mobile
trend.
It
will
be
vital
to
ensure
that
websites
are
optimized
to
take
full
advantage
of
the
monetization
opportunities
brought
by
mobile.
Ad
Models
are
changing
Consumers
increasingly
use
different
devices
for
different
functions
at
different
times
of
the
day.
We
are
already
witnessing
this
trend,
but
as
people
take
to
more
devices
it
will
become
more
prevalent.
Desktops
and
laptops
will
be
reserved
for
work,
while
smartphones,
smart
watches,
and
Google
Glass
will
be
used
for
sharing
and
sourcing
information.
Tablets
will
be
used
for
checking
emails,
reading
the
news,
and
accessing
other
forms
of
entertainment.
As
each
is
optimized
differently,
advertisers
are
likely
to
develop
specific
strategies
depending
on
the
device.
It
is
unlikely
the
30-­‐second
video
ad
model
will
continue
across
all
types
of
devices.
Instead,
brands
will
create
different-­‐length
ads
according
to
the
medium.
Smartphones
have
shorter
dwell
times,
and
are
made
for
quickly
sourcing
content;
smartphone
video
adverts
will
become
shorter,
probably
hovering
around
5-­‐10
seconds.
We
are
already
seeing
this
trend
emerge
with
Vine
and
Instagram
Video.
On
the
other
hand,
tablets
are
used
for
longer
form
video
content;
therefore,
ads
on
tablets
will
be
longer
mobile
style
ads,
probably
around
15
seconds,
while
desktop
ads
will
probably
remain
at
the
traditional:
30.
Brands
will
face
the
challenge
of
repurposing
video
ads
to
make
them
effective
over
a
range
of
lengths.
Advertising
visionary
Trevor
Beattie
recently
predicted
the
death
of
the
30-­‐second
ad
model;
while
this
is
still
up
for
debate,
mobile
does
lend
itself
to
shorter
advertising.

41. 2014
Mobile
Playbook
41
A
Buying
and
Selling
Evolution
As
mobile
advertising
becomes
more
efficient
and
more
lucrative
in
2014,
the
way
it
is
bought
and
sold
will
change.
Cost-­‐Per-­‐Engagement
(CPE)
and
Cost-­‐Per-­‐View
(CPV)
will
become
the
main
purchasing
models
with
Cost-­‐Per-­‐Thousand
(CPM)
fading
into
the
background
as
advertisers
increasingly
realize
it
is
the
quality
of
the
view
that
counts,
not
quantity.
Advances
in
mobile
payment
technology
will
also
have
a
big
impact
on
advertising
costs.
By
next
year
it
could
be
possible
to
land
at
Gatwick,
check
your
smartphone,
and
be
targeted
by
an
ad
for
the
Gatwick
Express
that
you
can
simply
click
on
to
buy
your
ticket.
Advertising
that
has
the
potential
to
be
efficient,
effective,
and
lead
to
a
larger
number
of
engagements
will
also
be
more
expensive.
As
increasing
numbers
of
users
take
to
mobile
devices,
brands
will
adjust
their
spending
budgets,
and
more
money
will
be
allocated
to
mobile,
probably
at
the
expense
of
print,
display
and
even
TV
advertising.
Unrecognizable
Ad
Formats
We're
already
seeing
developments
in
mobile
advertising,
but
it
will
become
far
more
diversified
and
widespread
during
the
next
12
months.
Moving
into
2014,
mobile
MPUs
and
banner
ads
will
increasingly
fall
out
of
favor
as
brands
and
developers
discover
more
creative
advertising
solutions.
Innovative
and
rich
media
formats,
with
a
completely
different
look
than
standard
ad
formats,
are
already
being
developed
and
will
offer
a
fresh
take
on
mobile
advertising
in
the
coming
months.
Video
ad
selectors
are
replacing
traditional
paywalls
and
video
players
with
sharing
and
engaging
at
their
core.
They
are
being
utilized
to
embrace
mobile's
inherently
social
characteristics.
By
this
time
next
year,
mobile
advertising
will
be
almost
unrecognizable.
Overall,
mobile
advertising
is
evolving
at
a
remarkable
rate
and
is,
for
our
money,
the
most
exciting
advertising
sector
to
be
involved
with.
Innovation
in
advertising,
powered
by
improvements
in
Wi-­‐Fi,
broadband
speeds
and
mobile
networks,
will
drive
changes
across
the
board
as
every
advertiser,
media
owner,
brand
manager
and
marketer
strives
to
be
the
first
to
truly
crack
mobile
advertising.
These
are
Gragg’s
predictions,
but
whatever
happens
is
going
to
be
an
exciting
ride.
We
look
forward
to
working
together
no
matter
what
happens.

42. 2014
Mobile
Playbook
42
Mobile
beyond
2014
As
you’ve
seen
throughout
this
book,
the
mobile
landscape
can
be
a
daunting
place
for
many
brands
and
marketing
teams.
Companies
tend
to
fall
into
two
different
buckets
in
terms
of
mobile
marketing
and
acquisition.
There
are
a
surprisingly
high
number
of
brands
that
still
don’t
have
a
full
mobile
strategy
in
place
while
others
tend
to
be
“doing
mobile,”
but
not
having
much
success
in
it.
We
hope
that
this
playbook
will
increase
the
number
of
companies
that
are
not
only
doing
mobile,
but
also
doing
it
right
and
seeing
positive
returns
from
their
mobile
efforts.
Mobile’s
penetration
into
the
everyday
life
of
the
human
race
has
been
astonishing.
Consider
these
facts
discovered
by
research
from
Cisco
Systems:
• Cisco’s
Visual
Networking
Index
(VNI)
is
forecasting
that
within
five
years
mobile
data
speeds
will
be
seven-­‐times
faster
than
they
are
now.
• Mobile
connections
are
growing
faster
than
the
Earth’s
population,
and
by
2017
there
will
be
roughly
1.3
connections
for
every
person
on
the
planet,
according
to
the
VNI.
Already
in
2014
we
are
seeing
trends
that
could
have
far-­‐reaching
implications
on
the
mobile
landscape
for
years
to
come.
AT&T
announced
plans
to
not
only
charge
users
for
bandwidth
usage
but
also
to
charge
content
providers
a
premium
to
reach
its
user
base.
This
could
create
an
interesting
dynamic
in
how
marketers
reach
mobile
users.
The
implications
of
“net
neutrality”
are
certainly
going
to
hit
the
mobile
market
as
well,
but
not
before
more
courts
weigh
in
on
the
matter
and
time
passes
for
all
parties
involved
to
fully
embrace
the
issue’s
final
decision.
Aside
from
the
unknown
factors
that
remain
in
the
mobile
arena,
there
is
more
than
enough
statistical
information
that
makes
a
strong
case
for
every
marketer
and
brand
to
be
actively
engaged
in
the
space.
As
the
sophistication
of
both
devices
and
consumer
usage
increases,
the
technology
to
support
them
continues
to
evolve.
At
Gragg,
we’re
excited
about
the
possibilities
that
mobile
presents
for
marketers.
Just
know
that
whatever
changes
come
our
way
in
2014,
we’ll
be
sure
to
know
how
to
steer
your
mobile
strategy
in
the
right
direction.

43. 2014
Mobile
Playbook
43
Appendix
I
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Retention/Completion
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17,
2014,
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Allen,
M.
(2013,
July
1).
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Few
Really
Cool
SMS
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[Web
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Bob
Jeffrey,
Worldwide
Chairman
and
CEO,
JWT.
ADWEEK.
Nov
2013
Caras,
A.,
&
Microsoft
Advertising
(2010).
What's
on
their
Screens.
What's
on
their
Minds:
Reaching
and
Engaging
Multi-­‐Screen
Consumers.
Coggins,
P.
(2014).
Four
mobile
advertising
trends
to
look
out
for
in
2014
|
Media
Network
-­‐
Ebuzzing
partner
zone
|
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Professional.
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17,
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trends-­‐2014
Collective
(2014).
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Content
Marketing
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Ellucian.Blog
for
Higher
Education
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28).
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thing
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trends/the-­‐thing-­‐57-­‐of-­‐students-­‐cant-­‐go-­‐without-­‐infographic/
Google
Insights
(2013,
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Role
of
Click
to
Call
in
the
Path
to
Purchase
–
Think
Insights
–
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17,
2014,
from
http://www.google.com/think/research-­‐studies/click-­‐
to-­‐call.html
Google
Think
Insights
(2013,
November).
Mobile
Path
to
Purchase:
Five
Key
Findings
–
Think
Insights
–
Google.
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January
28,
2014,
from
http://www.google.com/think/research-­‐
studies/mobile-­‐path-­‐to-­‐purchase-­‐5-­‐key-­‐findings.html
Grewal,
Dhruv,
and
Michael
Levy.
Marketing.
3rd
ed.
N.p.:
McGraw-­‐Hill
Companies
Incorporated,
2011.
Print.
Peter,
J.
Paul.,
and
Jerry
C.
Olson.
Consumer
Behavior
and
Marketing
Strategy.
9th
ed.
IAB
UK
Mobile
&
Internet
Brand
Advertising.
Dec
2009

44. 2014
Mobile
Playbook
44
Inigral
(n.d.).
Inigral
Insights,
The
Social
Side
of
Student
Retention.
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January
17,
2014,
from
http://www.10000degrees.org/wp-­‐
content/uploads/2012/11/The_Social_Side_of_Student_Retention.pdf
Kilar,
J.
(2012,
December
17).
A
Big
2012
[Web
log
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from
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NCHEMS
(2014).
HigherEdInfo.org:
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mode=graph&state=0
Performics,
Global
Performance
Marketing
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18).
The
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40
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of
Americans
Feel
More
Comfortable
Engaging
with
People
Online
than
in
Person
|
Performics.
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January
17,
2014,
from
http://www.performics.com/life-­‐on-­‐demand-­‐study-­‐reveals-­‐new-­‐social-­‐norms-­‐40-­‐
percent-­‐of-­‐americans-­‐feel-­‐more-­‐comfortable-­‐engaging-­‐with-­‐people-­‐online-­‐than-­‐in-­‐person/
Richter,
F.
(2013,
October
24).
•
Chart:
Photos,
Maps
and
Games
Are
Mobile-­‐First
Content
|
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January
17,
2014,
from
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internet/chart/1567/photos-­‐maps-­‐and-­‐games-­‐are-­‐mobile-­‐first-­‐content/
Schools
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Facebook
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from
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Statistic
Brain
(2012,
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31).
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2014,
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Statistic
Brain
(2013,
May
3).
Hulu
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January
17,
2014,
from
http://www.statisticbrain.com/hulu-­‐statistics/
TechCrunch
(2013,
August
30).
Digital
Ads
Will
Be
22%
Of
All
U.S.
Ad
Spend
In
2013,
Mobile
Ads
3.7%;
Total
Global
Ad
Spend
In
2013
$503B
|
TechCrunch.
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17,
2014,
from
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ads-­‐3-­‐7-­‐total-­‐gobal-­‐ad-­‐spend-­‐in-­‐2013-­‐503b-­‐says-­‐zenithoptimedia/
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Text
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(2014).
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The
New
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2012

45. 2014
Mobile
Playbook
45
Time
Inc.
(2012,
April
9).
Time
Inc.
Study
Reveals
That
“Digital
Natives”
Switch
Between
Devices
and
Platforms
Every
Two
Minutes,
Use
Media
to
Regulate
Their
Mood.
Variety
(2013,
April
30).
NewFronts:
Hulu
Plus
Tops
4
Million
Subscribers.
Retrieved
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17,
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http://variety.com/2013/digital/news/newfronts-­‐hulu-­‐plus-­‐tops-­‐4-­‐million-­‐subscribers-­‐
1200428107/

46. 2014
Mobile
Playbook
46
Appendix
II
Authors:
The
Gragg
Advertising
2014
Mobile
Playbook
is
an
exhaustive
overview
of
the
trends,
technologies,
strategies
and
recommended
tactics
for
the
mobile
space.
In
order
to
create
such
a
document,
Gragg
assembled
a
“Mobile
Task
Force,”
comprised
of
top
individuals
from
all
areas
of
the
agency.
Ensuring
that
we
had
representation
from
all
areas
of
the
agency
meant
that
the
playbook
would
be
written
by
individuals
on
the
front
line
of
their
respective
field
of
expertise.
The
task
force
included
individuals
from
the
technology
side
and
our
IT
department,
as
well
as
Client
Services,
Affiliate
and
Aggregation
Marketing,
Media
Services,
The
Gragg
Brand
Lab,
Operations
and
the
Digital
Marketing
Group.
It
was
truly
a
team
effort
and
without
everyone’s
talents,
this
playbook
wouldn’t
have
seen
the
light
of
day.
Similar
to
the
structure
of
our
agency,
no
one
on
the
task
force
had
all
the
answers.
Yet,
by
assembling
such
a
strong
team
from
all
areas
of
marketing
at
Gragg,
we
were
able
to
create
a
formidable
alliance
of
mobile
expertise.
It
was
with
the
notion
that
the
sum
was
certainly
greater
than
its
parts
that
the
playbook
was
able
to
come
to
fruition.
Research,
writing,
and
design
work
was
performed
by
everyone
in
addition
to
their
regular
client
work.
Considering
all
this,
all
those
involved
on
the
Mobile
Task
Force
certainly
warrant
an
individual
mention
here.
The
authors
of
this
document
were:
Kevin
Smith
(Digital
Marketing
Group)
Julie
Burdick
(Digital
Marketing
Group)
Chad
Maslak
(Digital
Marketing
Group)
Andrew
Posch
(Digital
Marketing
Group)
Krista
Dunleavy
(Affiliate
Marketing)
Rob
Harrison
(Affiliate
Marketing)
Britaney
Wehrmeister
(Affiliate
Marketing)
Lauren
Hypse
(Client
Services)
Scott
Gayer
(Gragg
Brand
Lab)
Bryan
Durham
(IT)
Alvin
Merz
(IT)
Kelsey
Schieber
(Media
Services)
Shaylee
Yount
(Media
Services)
Kala
Linck
(Operations)