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The Mobile Hub: The next presentation in our Inside Mobile Masterclass series
The document highlights the growing importance of integrated mobile strategies, emphasizing mobile's disruption across various sectors and its critical role in the purchase funnel. It provides statistics on consumer behavior regarding mobile usage for shopping, including significant growth in mobile payment transactions. Additionally, it discusses challenges in mobile advertising, such as fragmentation and the importance of reminding consumers about familiar products rather than introducing new information.
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The Mobile Hub: The next presentation in our Inside Mobile Masterclass series
- 5. Why integrated mobile is important and will become more important How mobile is THE How mobile disrupting almost everything MOBILE fits into the purchase funnel HUB 5 ways to think integrated
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- 9. Source: Pope Francis’first crowd address
- 11. Source: Google –‘The New Multi-Screen World’
- 12. 50 45 43 40 40 35 30 29 25 22 23 Ad Spend Per Media 20 16 Time Spent Per Media 15 11 10 9 6 5 1 0 TV Print Web Radio Mobile
- 17. • Too manyvariables Planning • Fragmentation • Reporting Tracking • Funnel analysis • Small screen Creative • Multi formats • Can’t find niche audiences Data • Not enough, or no insights being extracted • Low impact/Band-with Branding • Not significant
- 18. • Too manyvariables DSP’S etc Planning • Fragmentation • Reporting UDID out but IDFA in, some Tracking • Funnel analysis standardisation of OS • Small screen IAB/MMA specs, some Creative • Multi formats standardisation of OS • Can’t find niche audiences Testing works, the Data • Not enough, or no insights being extracted more the better • Low impact/Band-with Better than online in many Branding • Not significant brand metrics, 4G & WiFi
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- 23. Source: Microsoft –‘Meet the Screens’
- 24. 79% of consumersuse a smartphone to help them shop, whilst 70% use a phone in-store. 74% of consumers have also made a purchase following research on their smartphone. Almost half of all smartphone owners have purchased via their device in the last 12 months. The value of mobile payment transactions in 2012 was $171.5 billion. This is expected to grow to $490.9 billion by 2015.
- 25. Source: Microsoft –‘Meet the Screens’
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- 30. • Offers • Offers help • I can compare • All my information in when I’m in prices, questions different ways need. features and about the like a solution brands, before brand/product provider. deciding on are answered what to buy. directly. • I hate it when • It steals the • It’s rebellious, • It enters your ads ask me to little space I it interrupts space, as if it click have on my me whilst I play were going to something that screen. or work. harm your is unclear. phone.
- 35. If products areboth important and utilitarian, the weak signals on mobile display advertising will have a stronger effect. The ads work not by providing any new information, but by reminding consumers of the information they already know about a particular product. Source: http://www4.gsb.columbia.edu/ideasatwork/feature/7233030/Smartphone+Ads+That+Work
- 39. Source: Google –‘The New Multi-Screen World’
- 40. Share of TimeSpent Share of Time Spent (Smartphone) (Tablet) Source: Millward Brown Adreaction
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