dl mobile overview mrcc
TRANSCRIPT
-
8/6/2019 DL Mobile Overview MRCC
1/17
Dynamic Logics
Mobile Overview
-
8/6/2019 DL Mobile Overview MRCC
2/17
2
Atthe Forefront of Digital and Emerging Media
Helping clients to build and grow their brands in a digital world
10 years digital expertise
6,000+ campaigns measured across 27 digital platforms
250+C
rossMedia Research
studies 300+ online creative pre-tests conducted through LinkSelect for Digital studies
300+ filters in MarketNorms, the world's largest online normative attitudinal
database
Specialty practices for mobile, gaming & social media
-
8/6/2019 DL Mobile Overview MRCC
3/17
3
Key Themes in Mobile
Mobile penetration grew fasterand larger than Internet
penetration.
World Economic Forum
As of Dec. 2008, therewere 270M wirelesssubscribers in theU.S., 87% of the
population.
CTIA
23% of mobile usersaccess the internet on
their phones.
eMarketer based onThe Kelsey Group
13.4M Americanswatch video on theirmobile phones via
mobile Web,subscription-based,
downloads andapplications.
Nielsen A2/M2 Three
Screen Report, Q1/09
There are 2.7 billionmobile phones in use
globally. From Jan. 2001to Dec. 2010, global
mobile phone penetrationgrew from 13% of the
population to 70%.
Experian
17.5% of U.S.households arewireless-only.
CTIA
Among the audience of63.2Mpeople who accessed news and
information on their mobile devicesin January 2009, 22.4M (35%) didso daily; more than double the size
of the audience last year.
comScore
In the U.S., approximately
1 Trillion SMS messageswere sent in 2008.
CTIA
Globally, there are twiceas many active users ofSMS as are active users
ofemail.
Experian
U.S. smartphoneusersspend an
average of4 hoursand 38 minutes
per month browsingthe mobile Web.
M:Metrics
Smartphone usersare clicking on ads
(53%), requestingmore information or acoupon (35%) making
purchases via theirhandsets (24%), and81% use them while
shopping.
UniversalMcCann
The Mobile MarketingAssociation claims
that mobilemarketing budgetswill jump 26% this
year, despite the factthat overall
marketing spend willfall 7%.
While the mobilemedium will still
snare just 1.8% oftotal marketingbudgets, total
spend will growfrom $1.7 billion
this year to $2.16billion in 2010,according to new
research from theMMA.
Worldwide smartphone salestotaled 32.2M units in the
first quarter, a 29.3% increasefrom one year earlier.
Gartner
Mobile Penetration
Internet Penetration
1997 2007
-
8/6/2019 DL Mobile Overview MRCC
4/17
4
The Mobile Advertising Landscape
Consists of Many Players
MobileAdvertising
AdMob,Jumptap,
Quattro, 4Info
Specialized vs.Integrated
shops
Entertainment,Pharma, Auto,
CPG
AT&T, Verizon,Sprint, T-Mobile
MSN, Yahoo,Weather, CNN,
ESPN
Networks Agencies AdvertisersOperatorsPublishers
-
8/6/2019 DL Mobile Overview MRCC
5/17
5
and it requires quite a bit of work for delivery
Source: IAB
ADVERTISER Agency
AdNetwork
Ad Server
ADVERTISING
Carrier(Portal)
ContentEnabler
ContentPublisher
MEDIA
Carrier(Network)
(Handset) CONSUMER
DELIVERY
-
8/6/2019 DL Mobile Overview MRCC
6/17
6
MOBILEADVERTISING
OPTIONS
We have completed 50+ studies
SMS
MobileWeb
Apps
MobileGaming
MobileSearch
LBS
IVRMobileVideo
Our experience
in the area
Beta solutions in
development
-
8/6/2019 DL Mobile Overview MRCC
7/17
7
AdIndex for Mobile Methodology
Both groups surveyed about attitudes toward brand; since only statistical difference between two
groups is exposure to the banner, we can attribute differences between them to the advertising.
n=300
Control Cell fielded one week prior to campaign
launch. Banner invite included on WAP page
inviting respondents to participate in survey.
Control
Group
Test Cell collected during campaign. Banner
invite residing in same area as advertisement
invites respondents to participate in survey.
n=300
Exposed
Group
-
8/6/2019 DL Mobile Overview MRCC
8/17
8
Case Study: New Line CinemasThe Golden Compass Film Release
Client Takeaway:
GOAL:To engage movie-goers,
and raise Awareness &
Purchase Intent
RESEARCH:
Measure overall branding effects of the Greystripe mobile campaign
Explore the Greystripe mobile ad networks ability to engage and
connect with movie-goers
Higher Awareness: Significant increases in
awareness of and interest in film users
exposed to the ads exhibited a +19.3
percentage-point increase in awareness of
the films title.
Increased Interest: Ad exposure resulted in
a +9.5 percentage-point increase in interest
in seeing the film among overall
respondents.
Mobile Brand Impact
7%
42%
67%
61%
i
M
vi
r
ss
M
il
r
ss
+19.3* +59.7*
43
29
53
33
Movi
Movi
oi
Source: Dynamic Logic, December 2007; n=768 respondents
+9.5* +4.4
Control Exposed
-
8/6/2019 DL Mobile Overview MRCC
9/17
9
Mobile Advertising Compared to Online DisplayAdvertising (Last 3 years)
Online
Mobile
Source:
Dynamic LogicM
arketNorms for Online, last 3 years through Q4/08, N=2,380 campaigns, n=3,889,602 respondents;AdIndex forMobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondentsDelta ()=Exposed-Control
Percent ofPeople Impacted
-
8/6/2019 DL Mobile Overview MRCC
10/17
10
Mobile Advertising Compared to EarlyOnline & Video Norms
Early Online Norms (2000-2002)Early Video Norms (2002-2004)
Mobile
Percent ofPeople Impacted
Source: Dynamic Logics MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns;AdIndex forMobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondentsDelta ()=Exposed-Control
-
8/6/2019 DL Mobile Overview MRCC
11/17
11
Mobile Advertising by Category Involvement
High InvolvementMedium Involvement
Low Involvement
Percent ofPeople Impacted
AdIndex for
M
obile Norms through Q2/2009,High N=15 campaigns; Medium N=14 campaigns; Low N=19 campaignsDelta ()=Exposed-Control
-
8/6/2019 DL Mobile Overview MRCC
12/17
12
Mobile Advertising: CPG & Financial Services Categories
Percent ofPeople Impacted
Overall Norms
CPG AveragesFinancial Services Averages
AdIndex for
M
obile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control
-
8/6/2019 DL Mobile Overview MRCC
13/17
13
Online vs.Mobile Best Ads
AdIndex for
M
obile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control
Percent ofPeople Impacted
Online Best
Mobile Best
-
8/6/2019 DL Mobile Overview MRCC
14/17
14
Online vs.Mobile Worst Ads
AdIndex forMobile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control
Percent ofPeople Impacted
Online Worst
Mobile Worst
-
8/6/2019 DL Mobile Overview MRCC
15/17
15
Key Mobile Insights
On average, WAP campaigns are currently outperforming online campaigns across
both awareness and persuasion metrics
While novelty may be at play, mobile adsstill tend to outperform what wasseen from
online banner ads in their early days
Mobile ads are performing more similarly to what wasseen in the early days of online
video
Advertising on WAP sites work to build brands regardless of the involvement level of
the category being advertised
Both high and low involvement category campaigns tend to yield a similar delta forPurchase Intent/Consideration (on average, approx. 5 percentage point increase)
Campaigns for low involvement categories appear to be especially effective at
attracting viewers attention. This may be related to the ability to include product
images included in the ads
High involvement campaigns tend to be more successful at communicating the
advertisings message than low and medium involvement categories
-
8/6/2019 DL Mobile Overview MRCC
16/17
16
What's next in Mobile Research?
Does mobile help accelerate sales conversion?
Conversion Index forMobile (% of people that said they
were going to buy vs. people that actually bought)
Our researchhas shown that among people that state they are
intending to buy a product vs. those that actually buy (thatalgorithm) doesn't change that often for a category. By measuring
this for your category, we can calibrate your results to the category.
What is the incremental impact of adding
mobile to my media plan?
Mobile CrossMedia (Offline andOnline)
CrossMedia for Mobile from Dynamic Logic is a unique and
industry first solution that can quantify exposure across multiple
mobile platforms regardless of what technology solution, ad
network, publisher or carrier is being used.Courtesy ofApple
-
8/6/2019 DL Mobile Overview MRCC
17/17
Dynamic Logics
Mobile Overview