bia/kelsey webinar: mobile-local-reaches-tipping-point

Mobile Local Reaches a

Tipping Point –

The ‘Localization’ Opportunity for National Mobile

Ad Campaigns

January 30, 2013

For Audio: You may listen through your speakers or dial in:

Toll: +1 (646) 307-1705 | Access Code: 996-723-292

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© 2013 BIA/Kelsey. All Rights Reserved.

Webinar Overview

Webinar Goal Examine the state of

mobile local advertising from both an analysis and industry perspective

Agenda Preview key findings from

our new mobile report

Examine mobile’s growth and value generation

Drill down on status of location-based mobile ad adoption

Evaluate what’s working and why

• Speaker Introduction

Rick

Ducey Managing Director,

BIA/Kelsey

Michael

Boland Senior Analyst,

BIA/Kelsey

Monica

Ho VP, Marketing,

xAd, Inc.

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• From National to Local: Mobile Advertising

Zeros In

• Published on Jan. 22, 2013, report first in a series

of reports focused on “Leading in Local”

• Examines models for success in mobile local ad

targeting

• Emphasizes how location targeting is boosting

mobile ad performance

• Identifies where the opportunity best presents itself

• Synthesizes best practices and examines biggest

marketplace challenges

• Profiles leading mobile ad networks, ad-tech

providers, and location data/analytics players

• Available for sale. Special offer to webinar attendees

Mobile Local Advertising: New Report

Examines Topic

Report details: www.biakelsey.com/MobileAdvertisingReport.asp

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U.S. Mobile Ad Spend

$1.62

$2.67

$4.22

$5.97

$8.07

$9.92

$0

$2

$4

$6

$8

$10

$12

2011 2012 2013 2014 2015 2016

US

$ B

illio

ns

Note: Numbers are rounded.

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Smartphones vs. PCs

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Mobile Time Share vs. Ad Share

Source: KPCB, eMarketer, IAB

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Mobile eCPMs 5x Higher on the Desktop

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Local Saves the Day

Consumer Usage

• 50% of Google

mobile searches are

local

Advertiser Evolution

• Location is the

fastest growing form

of mobile ad

targeting says

Millennial Media

(Brands and SMBs)

Premium Ad Rates

• A function of higher-

performing localized

ads

Source: Balihoo

$1.0 $1.5

$2.2 $2.9

$3.6 $4.1

$0.7

1.20

$2.1

$3.1

$4.5

$5.8

$0

$2

$4

$6

$8

$10

$12

2011 2012 2013 2014 2015 2016

Non-location Targeted Location Targeted

US

$ B

illio

ns

$1.6

$2.7

$4.2

$6.0

$8.1

$9.9

58

%

41%

Note: Numbers are rounded, which affects some of the totals.

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Mobile Local Ad Performance

Source: Millennial Media

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Mobile Local Ad Performance, cont’d

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Localize Across the Board… Including Ad

Creative

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Example: Scout/Telenav

Situational Targeting:

“Get a 7-day free

pass…Come run on a

Treadmill, Not in the rain”

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Example: YP

• Calls to action integrated into ad units (store locators, etc.)

• Closest locations are automatically provided, based on YP’s extensive location database – Great for national advertisers

• Campaigns drive and measure whatever actions the advertiser specifies (calls, clicks, directions)

• Blockbuster trial saw half of all clicks launch a map, 20 percent clicked a coupon and 22 percent of those shared coupon via Facebook

• YP also provides a customized landing page to advertisers so that users are given a consistent and optimized experience.

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Example: Native Ads

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What Do We Mean By “Location

Targeting”?

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ACCURACY: METRO LEVEL

EXECUTION: GEO-AWARE ACCURACY: BLOCK LEVEL

EXECUTION: GEO-FENCE

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Harnessing Location

Within a single campaign, Verve will vary the execution based on the

quality of the location data

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STANDARD GEO-FENCE xAd SMARTFENCE™

xAd: Getting More Granular

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Location Defines Audience

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Monica Ho, VP Marketing, xAD

At the helm of New York City operations, Monica develops

and leads xAd’s marketing functions and oversees the

company’s communications to strategically position it in

the local-mobile marketplace.

Well-regarded in the space, Monica is currently active on

the Interactive Advertising Bureau’s (IAB) Local Search

Committee and the Mobile Marketing Association’s (MMA)

Research Committee.

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What’s Working

• Location “+” Context

• Leveraging Location from targeting to creative

• Measuring beyond the initial ad click

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Location + Context

There is more to context than just location

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Location + Context

What Can Local Context Tell Us?

• General User Demographics

• Type of local interest based on past &

present behaviors

• Weather

• Time Zone

• Mix of businesses in area etc.

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Location + Context

Targeting = Location(s)

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Location + Context

Targeting = Geo-Fence

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Location + Context

Targeting = Geo-Fence + Local Context

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Location + Context

Results:

Increased Ad

Performance Reduction in

Ad Waste

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Location Relevant Ad Copy

Top Reason Why Mobile Users Engage With Ads?

Source: xAd/Telmetrics Mobile Path to Purchase Study, 2012

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Standard Banner

Great Mobile Creative

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Weather-related message

Specific business information displayed for nearest location

SmartCreative Banner

Even Better Mobile Creative

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Going Beyond the Ad Click

TOUCHSCREEN SMART DEVICES

INCREASE THE CHANCE OF

ACCIDENTAL CLICKS/CALLS.

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– Approx. half of all mobile clicks

are accidental*

HELLO?

HELLO?!

Source: xAd/Telmetrics Mobile Path to Purchase Study, 2012

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Top Mobile Secondary Actions

Source: xAd Campaign Data, Q4 2011 Source: xAd Network, 2012

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Go Beyond the Click

Don’t fall prey to the “Fat Finger Syndrome”

Measure performance results that

demonstrate ready-to-transact

consumer activity:

• Phone calls

• Reservations

• Map and direction views

• Coupon redemption

• In-Store Check-in etc.

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Special Code: MOBILELOCAL (Save $200 on registration)

www.biakelsey.com/LeadinginLocalBoston

LEADING IN LOCAL: The National Impact will zero in on

how local has evolved as an important channel not only for

small businesses, but for national players who are targeting

locally. The conference will focus on how to leverage local

and win your share of the $134 billion local media market.

Attend LEADING IN LOCAL for

actionable insights from today's

interactive local leaders.

JOIN US AT March 18-20, 2013

Boston, MA

Westin Copley Place

SESSIONS INCLUDE:

The Mobile/Social SuperForum:

From National to Local

Local Services Marketing: Adding

in Social, Mobile and Content

Geolocal: New Targeting, New

Search, New Maps

Media Leaders: Applying The

Lessons of Leading in Local

Local Deals and Sales: The New

Online and Mobile Models

VIKRAM SHARMA

CEO, Gannett

Digital Marketing

Services

DOM MOREA

SVP, First Data

BRIAN HALLIGAN

CEO, HubSpot; Senior

Lecturer, MIT

DAVID KIDDER

Author, The Startup

Playbook

http://www.biakelsey.com/LeadinginLocalBoston/Shotland.asp

http://www.biakelsey.com/LeadinginLocalBoston/Morea.asp

http://www.biakelsey.com/LeadinginLocalBoston/Halligan.asp

http://www.biakelsey.com/LeadinginLocalBoston/Kidder.asp

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About BIA/Kelsey’s Mobile Report

• Report Details – Pages: 53

– Figures: 43

– Tables: 8

– Companies Included in Report: 24

• Who Should Read This Report? – Senior leaders interested in the opportunity

in mobile advertising

– Companies building mobile local

products and vetting opportunities based

on mobile user behavior

– Anyone focused on the trends and

direction of mobile/local communications

and advertising

Price

• $1,495

• $1,995 (Report plus a one-

hour custom analyst briefing)

Download executive

summary:

www.biakelsey.com/MobileAdvertisingReport.asp

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Questions?

Questions and Comments:

Michael Boland, Senior Analyst, BIA/Kelsey

[email protected]

Monica Ho, VP, Marketing - xAd, Inc.

[email protected]


This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any

unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law.

BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or

consequential damages that may result from the use or interpretation of this information.

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