YuMe & ZenithOptimedia: Mobile & Multi-Screen PlanningMatt Taylor (YuMe)

Simon Taylor (ZenithOptimedia)

mix

representative of the online

universe

online survey

1,014respondents

adults18+

24 different connected devices

MIX AND MEASURE

Cross-Media Device Ownership And Usage

68% own a

Smartphone

97% own a Laptop

46% own a Tablet

19% own a Smart

TV

45% own a Game

Console

6.5% own an

OTT Device

UK: CONNECTED DEVICE OWNERSHIP

68% Of The UK Own A Smartphone

UK CROSS OWNERSHIP

If You Own One, You Own Many…

Computer97%

Smartphone68%

66%Computer & Smartphone

Tablet46%44%

Computer & Tablet38%

Smartphone & Tablet

OTT7%

number of devices

4.8per household

3.0per member

3.1per teenager

DEVICE PENETRATION IN THE UK

4.8 Connected Devices In The House

biggest incremental gains

in brand recall, consideration

and recommendation

innovativeinformative

positive

trustworthy

3+

keep it fresh with multi-screen exposure

MIX AND MEASURE

The Findings

+

50%

32%

29%

23%

21%

49%

MIX AND MEASURE

How Does The Mix Impact Brand Recall?

PURCHASE CONSIDERATION

RECOMMENDATION INTENT

1 device

2 devices

3+ devices

+4%

+10%

+11%

1 device

2 devices

3+ devices

+3%

+6%

+8%

MIX AND MEASURE

How Does The Mix Impact Purchase And Recommendation?

MIX AND MEASURE

How Does The Mix Impact Impression Of The Brand

Informative

Trustworthy

Innovative

PositiveImpression

ONE DEVICE

+42%

+22%

+35%

+36%

THREE+ DEVICES

+42%

+22%

+35%

+36%

+62%

+42%

+50%

+49%

20%

15%

15%

13%

INCREMENTALLIFT

+42%

+27%

+35%

+36%

combating ad fatigue

context dependent

memorytriggers forward

encoding

MIX AND MEASURE

Neuroscience And Advertising

One Screen, One Trigger Four Screens, Four Triggers

MIX AND MEASURE

More Screens = More Triggers

9399

109

SM

AR

TPH

ON

E

TA

BL

ET

PCInfluence of Device on Attention*

MOBILE DEVICES = HIGH ATTENTION

Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057.Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100

ATTENTIVENESS AND RECEPTIVITY

Mobile Devices Offer The Key To High Attention

-3%

-3%

12%

11%

10%

15%

23%

14%

OVERALL FAVORABILITY

PURCHASE INTENT

RECOMMENDATION INTENT

0%

Low Attention Moderate Attention High Attention

Brand Metrics By Attentive Audiences

Control n=482, Low n=876, Moderate n=1,891, High n=402

ATTENTIVENESS AND RECEPTIVITY

Higher Attention = Higher Brand Metrics

MIX AND MEASURE

The Output Of This Research Is The ‘Reach Calculator’

AN AGENCY STANCE ON MOBILE

Mobile: How We Approach It As Planners

16

Simon TaylorPlanning Business Director

MOBILE IS A BIG PART OF THE MEDIA DAY

It Reaches Places Other Media Can’t

17

MOBILE IS LIKE CRACK COCAINE

Everyone Is Checking Their Mobile On A Regular Basis

18

Average no. of times per day UK smartphone users check their phone

Source: Ipsos MORI: Global Mobile Consumer 2014

MINUTES PER DAY OF MOBILE USAGE

All This Checking Of Phones Is Adding Up: Over 2 Hours P/Day

19

Source: emarketer

MOBILE IS BIGGER THAN DESKTOP

It Is Also A Key Part Of The Consumer Journey

20

MOBILE IS A POINT OF SALE TOOL

And Used Across A Range Of Categories

21

MOBILE SPEND IS GROWING YEAR ON YEAR, EVERY YEAR

So Advertisers Are Piling More Money Into It

© 2013 YUME. ALL RIGHTS RESERVED.22

SIR MIX-AND-MEASURE-A-LOT

The Big But(t)

23

MOBILE ADVERTISING IS MORE THAN BANNER ADS

Most Advertisers Are Formulaic

24

Expandables /Interstitials

Standard mobile-web

Pre-roll

Standard in-app

THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX

Consumer Journeys Aren’t Linear. Far From It.

© 2013 YUME. ALL RIGHTS RESERVED.25

THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX

Data Is Collected From Tons Of Places And Isn’t Consistent

26

Product description

Consumer & expert reviews

Product information,

Branded content + Where to Buy Site listings, prices,

product ratings

Branded content, product demo, expert advice,

product comparison

Price comparison & expert reviews

X-sell & Up-sell content, promotions

Analytics

from

Ecommerce

partner

3rd party

/Radian6

Google

Analytics or

other Web

analyticsAdwords /

DFS /

Other

GA or

Other Web

Analytics

3rd party

/Radian6

Analytics

from

Ecommerc

e partner

Mum connects with other mums

to get ideas

FB / 3rd

party /

Buddy

Media…

THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX

Getting A Single-customer View Across Devices Is Tricky

27

CONVERSION TO SALE IS NOT AS STRONG AS DESKTOP

For (Mobile) Sales There Are Hurdles To Overcome

28

SITE ISSUES

TRUST ISSUES

DEVICE ISSUES

TIP 1 FOR IMPROVING DIGITAL PERFORMANCE

Use Attribution Modelling To Set Budgets Properly

29

Algorithmic AttributionDifferent Types of Attribution

TIP 2 FOR IMPROVING DIGITAL PERFORMANCE

Use An Integrated Stack For A Clearer Consumer View

30

TIP 3 FOR IMPROVING DIGITAL PERFORMANCE

Banners Are Boring…Do More Interesting Stuff

31

Interactive Mobile & Tablet VOD Household targeting

Cross-platform sequential messaging Impactful interstitials

SIMPLIFYING THE DIGITAL PROCESS

Proper Planning Prevents Piss Poor (Digital) Performance

32

Thank You