Download - Digital Alliance Keynote June 2016
PowerPoint Presentation
What Really Is the Mobile Marketing Opportunity?Based on the Most Valuable Research the Mobile Industry Will Ever ConductJune 2016Greg StuartGlobal CEO Mobile Marketing [email protected]
MMA is 800+ Members Strong GloballyMarketers, Agencies, Media Sellers, Technology & Operators Globally
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3Todays DiscussionWhat & Why Mobile? What is the Mobile Opportunity in ROIWhat Does MMA Suggest You Do
Mobile is the greatest transformation in consumer behavior that we will see in our lifetime
Jack Welch Once SaidThere are only two sources of competitive advantage: the ability to learn more about our customers faster than the competition and;the ability to turn that learning into action faster than the competition.
Jack Welch was chairman & CEO of General Electric between 1981 and 2001. During his tenure at GE, the company's value rose 4,000%.
6Breaking Down the Mobile OpportunityIts my personal screenAlways on - I check it all the time With me in different moments/need statesIts my social device
Opportunity to engage, participate, interact and CONNECT Highest attention during content consumption vs. other mediaOpportunity for more frequent/ongoing interactionOpportunity to customize content
But, getting marketers to do mobile marketing is a little like kids asking for a cell phone
Mobiles unique differentiator:Mobile is the closest you can get to your consumer
9One example: MMA Case Study *Heineken: Heineken @WhereNext Provided users real-time recommendations about places and venues that were trending in their cities. Focused on Millennials using an algorithm that weighted real-time data from Twitter, Foursquare and Instagram. * MMA 2015 Smarties Winner. Source : MMA Case Study Hub
SMARTIESGlobal Best in Show 2015
10Heineken @WhereNext
So, if I look at this screen 150 times a day11
What is the value of being close?
Lets look at the data
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
SMoX : Industry Consortium Coming together to understand business value of Mobile in advertising Mix
AwarenessImagePurchase IntentFoot TrafficSales
135 Brands
4 Countries
What is the value of mobile to your Business?Can mobile help me meet my marketing goals?What is the impact of mobile on my campaign performance & the business?How can I make my mobile investment work harder?
What is the value of mobile to your Business?Can mobile help me better meet my marketing goals?What is the impact of mobile on my campaign performance & the business?How can I make my mobile investment work harder?
TVPrintInternetFSICinemaSocialOOHMobileDisplayDisplay, video, socialDisplay, video, native, location Display, audio, video socialDisplay, video, socialDisplay, video, socialDisplay, video, socialDisplay, RM, Weather targeting, social, video
Variety of media in each campaign mix
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11Study not public yet1
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How many people can you convert with mobile?
?
Campaign AverageMobile
Mobile Delivered about twice CONVERSION per Dollar vs. other media
BrandsCampaign ObjectivePeople Converted Avg. CampaignPeople Converted JUST Exposed MobileAT&TAware of MotoX Phone1.9Gold Peak TeaAware of Gold Peak Tea4.8MasterCardImage: Use MC when Travel1.7WalmartSales in Store at Walmart2.0 Unilever, MagnumSales1.1Coca Cola (Brazil)Sales3.0Coca Cola (China)Sales2.0Coca Cola (UK)Sales2.0
But what do you expect from a channel that has this kind of influence?
What is the value of mobile to your Business?Can mobile help me better meet my marketing goals?What is the impact of mobile in my campaign performance & the business?How can I make my mobile investment work harder?
21What do we know : Media OpportunityCampaign Information Change in Campaign Due to MobileCompany (Brand)Country of StudyOverall Campaign Goal & OptimizationAll Media in CampaignMobile Formats in Mobile Portion of CampaignImpact on Campaign just as Brand Executed Mobile iImpact when Optimizing within Mobile Mix Also iiOptimized % of Mobile in Mix vs. Total Budget iiiBoost in Overall Campaign Perf. ivOpt. % Of Mobile in Mix with Mobile Best Practices vBoost in Overall Campaign Perf.AT&T (MotoX)U.S.AwarenessTVPrintDesktopDisplay16%+12%20%+18%MasterCardU.S.Image (MC is good card to use when traveling)TVPrintDesktopSocialDisplayVideoSocial8%+7%12%+17%Walmart (Back-to-School Grocery)U.S.Purchase Intent & SalesTVFSIDesktopDisplayNativeSocialLocation Targeting 11%+6%15%+14%Coca-Cola Co. (Gold Peak Tea)U.S.Awareness,Image, & Sales TVPrintOOHDesktop DisplayAudioVideo 10%+4%15%+7%Coca-Cola Co. (Red Can)ChinaSalesTVOOHDesktopDisplayVideoSocial8%+7% 15%+16%Coca-Cola Co. (Red Can)UKSalesTVOOHDesktopDisplayVideoSocial11%+10% 16%+25%Coca-Cola Co. (Red Can) BrazilSalesTVOOHDesktopDisplayVideoSocial19%+60% NANAi Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocatedii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobileiii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaigniv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocationv Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
Key QuestionsCan mobile help me better meet my marketing goals?What is the impact of mobile in my campaign performance & the business?How can I make my mobile investment work harder?
Using the mobile toolkit to improve results
23Audio Video Display Rich Media Native CouponsFORMATSCHANNELSTARGETINGCREATIVE
Websites Apps PushSMS/MMS Social Search Email
Audience ContextDay partLocation Weather
Programmatic
Dynamic Integrated Closed loop to payment
Yes, Mobile has many unique attributes24
Using the mobile toolkit to improve results
25Audio Video Display Rich Media Native CouponsQRFORMATSCHANNELSTARGETINGCREATIVE
Websites Apps PushSMS/MMS Social Search Email
Audience Context Day partLocation Weather
Programmatic
Dynamic Integrated Closed loop to payment
Mobile Video improved results for Coke. PriceBetter ROI!Effectiveness at low FrequencyMobile VideoMobile Display320100100650
Effectiveness at High Frequency350Manage frequency or rotate creative
Save video creative would produce stronger results vs.. TV with lower costMobile VideoTV40100100450Better ROI!
Effectiveness atlow frequencyPrice
Proprietary & ConfidentialSource: Walmart SC Survey; Data Collected from: 8/4-9/28
MOBILE VIDEO
With the same creative, Mobile Video had more impact than video on other platforms CABLE TV
The first couple of exposures were significantly more impactful in mobile, showing that mobile can be a much more engaging platform.28
Mobile Native improved results for Walmart. PriceBetter ROI!Effectiveness at low FrequencyMobile NativeMobile Display5001001001000Effectiveness at High Frequency300Manage frequency or rotate creative
Proprietary & Confidential% OfMobile allocationin total BudgetOTHER MOBILENATIVEMobilePlanned SpendMobileOptimised Spend1.37%9%
Mobile Natives performance yields it the majority of optimized spend across the mobile formats used.
RecoMix
Proprietary & Confidential
MM = Millions of people converted on Intent to Shop Walmart BTS7%9%Mobile Spend in Back to School MixIncremental Impact Due to Mobile Spend0.9M2.5MChange in ImpactBy reallocating within mobile, a +30% increase in Mobile spend results in an 2.8X increase in impact.
Optimising for mobile is a two step approach:Finding the right allocation for mobile:Making this investment work harder by investing in the right formats for that campaign.31
Using the mobile toolkit to improve results
32Audio Video Display Rich Media Native CouponsQRFORMATSCHANNELSTARGETINGCREATIVE
Websites Apps PushSMS/MMS Social Search Email
Audience Context: Day partLocation Weather
Programmatic
Dynamic Integrated Closed loop to payment
Location and format Interact: And REALLY drive Foot Traffic
Expandable UnitsPencil UnitsRetargetedProximity
40%
12%
No Lift
10%
1290Depending on the category, Context Targeting can add significant valueDay of the week*130100Weekday vs.. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic Without targetingWithtargetingTime of Day**100
So, Capitalizing on Mobile is a 2-Step Process35
1. Optimize Mobile in the Marketing MixThats a law of the physics of media2. Build capabilities within MobileEducation, test & learn, access to industry,
36What do we know: The Media OpportunityCampaign Information Change in Campaign Due to MobileCompany (Brand)Country of StudyOverall Campaign Goal & OptimizationAll Media in CampaignMobile Formats in Mobile Portion of CampaignImpact on Campaign just as Brand Executed Mobile iImpact when Optimizing within Mobile Mix Also iiOptimized % of Mobile in Mix vs. Total Budget iiiBoost in Overall Campaign Perf. ivOpt. % Of Mobile in Mix with Mobile Best Practices vBoost in Overall Campaign Perf.AT&T (MotoX)U.S.AwarenessTVPrintDesktopDisplay16%+12%20%+18%MasterCardU.S.Image (MC is good card to use when traveling)TVPrintDesktopSocialDisplayVideoSocial8%+7%12%+17%Walmart (Back-to-School Grocery)U.S.Purchase Intent & SalesTVFSIDesktopDisplayNativeSocialLocation Targeting 11%+6%15%+14%Coca-Cola Co. (Gold Peak Tea)U.S.Awareness,Image, & Sales TVPrintOOHDesktop DisplayAudioVideo 10%+4%15%+7%Coca-Cola Co. (Red Can)ChinaSalesTVOOHDesktopDisplayVideoSocial8%+7% 15%+16%Coca-Cola Co. (Red Can)UKSalesTVOOHDesktopDisplayVideoSocial11%+10% 16%+25%Coca-Cola Co. (Red Can) BrazilSalesTVOOHDesktopDisplayVideoSocial19%+60% NANAi Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocatedii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobileiii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaigniv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocationv Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
Maybe weve Under-estimated Value: Mobile drives significantly better results at same budget Optimal allocation of Mobile in Coke Brazil Media Mix
19% of the budget should be invested in mobile to drive huge increase in profit19%
+60%
Incremental Profit Due to Mobile Spend
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38What do we know: The Media OpportunityCampaign Information Change in Campaign Due to MobileCompany (Brand)Country of StudyOverall Campaign Goal & OptimizationAll Media in CampaignMobile Formats in Mobile Portion of CampaignImpact on Campaign just as Brand Executed Mobile iImpact when Optimizing within Mobile Mix Also iiOptimized % of Mobile in Mix vs. Total Budget iiiBoost in Overall Campaign Perf. ivOpt. % Of Mobile in Mix with Mobile Best Practices vBoost in Overall Campaign Perf.AT&T (MotoX)U.S.AwarenessTVPrintDesktopDisplay16%+12%20%+18%MasterCardU.S.Image (MC is good card to use when traveling)TVPrintDesktopSocialDisplayVideoSocial8%+7%12%+17%Walmart (Back-to-School Grocery)U.S.Purchase Intent & SalesTVFSIDesktopDisplayNativeSocialLocation Targeting 11%+6%15%+14%Coca-Cola Co. (Gold Peak Tea)U.S.Awareness,Image, & Sales TVPrintOOHDesktop DisplayAudioVideo 10%+4%15%+7%Coca-Cola Co. (Red Can)ChinaSalesTVOOHDesktopDisplayVideoSocial8%+7% 15%+16%Coca-Cola Co. (Red Can)UKSalesTVOOHDesktopDisplayVideoSocial11%+10% 16%+25%Coca-Cola Co. (Red Can) BrazilSalesTVOOHDesktopDisplayVideoSocial19%+60% NANAi Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocatedii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobileiii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaigniv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocationv Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.
In Summary SMoX Consistently DemonstratesAllocation to Mobile in the Mix, when mobile is done rightProduces an Increase in Brand MetricsProduces an Increase in Sales or Profit of:All Studies to Date12% to 20%+/-17%7% to 16%to 60%
39Sales +7%
toSales+60%toSales+16%
The Math: Mobile will be a $70 Billion U.S. business and over $200 Billion worldwide(just from big brands)However, as Reach Increases, so might Allocation10-15%Today15-20%w/ Best Practices20-30%w/ Increased Smartphones
Opportunity knocks
42What Does MMA Suggest?Lean into the opportunity that is mobile:Figure out what closer means for your business & customerDetermine how Mobile fulfills your Brand promiseRe-allocate immediately, then figure it outTest & learn, test & learn, test & learnGet going NOW!And
And finally, join rest of MMA to excel at Mobile
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