Making mobile matter

2nd Mobile Marketing event

5/2/2014

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MAKING MOBILE MATTER

Georgia Zacharaki | Digital Account Director at Tempo OMD Hellas

3

For consumers everything will be mobile first

(If it isn’t already)

4

The importance of ‘mobility’ is recognised by digital thought leaders

Mobile accounting for an increasing share of total internet time

+57%

+130%

+66 % +77%

+47%

US Europe Asia Africa S. America

Source: Media Usage Morgan Stanley

+87% globally YoY

0

500

1.000

1.500

2.000

2.500

2007 2008 2009 2010 2011 2012 2013 2014 2015

Inte

rne

t U

se

rs (

mm

)

Mobile users

Desktopusers

Mobile is predicted to become the primary point of internet access this year

Source: Morgan Stanley, Mary Meeker

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Glo

ba

l D

ev

ice

Sa

les

PCs

Smartphones

Mobile is already the second most used media channel

7

8 SOURCE: Mediascope IAB Europe

48%

Smartphone ownership

Greece outperform in Smartphone penetration

44% Smartphone ownership in Europe

0%

20%

40%

60%

80%

UK Spain Italy Germany France Greece

Recession do not affect tablets penetration

9

8% of Greeks own

a Tablet (vs. 9% in EU)

Source : IAB Europe, Mediascope

Mobile internet users are a dynamic target with buying power

55% 45% Upper

Middle

Lower

145

100

61

Higher

Secondary

Primary

131

98

51

15-17 18-24 25-34 35-44 45-54 54-64

8,6%

24,9% 29,9%

20,8%

10,6% 5,3%

idx 146 162 127 97 56 36

1.800 (mean HH income)

+8% vs. Total Population

Source : Focus Bari, Web ID 10

Today’s ‘Digital’ encompasses so much

and that changes everything!

New devices give rise to new behaviours

13

Shared, or used at work Personal

Semi-portable at best Taken everywhere

Web and web search Web and web search, apps, social, location, NFC, …….

New devices have changed consumer behaviours

THE LOVER

THE WIZARD

THE SAGE

SOURCE: OMD Insights

In our latest research we looked at the role of smartphones vs other devices and their influence across

the consumer path to purchase

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Understanding how different screens interact with our lives

OMD Insights

The Mobile Opportunity, personalised but scalable

Communicate through a device that is personal in a way that is relevant to consumers context and makes them think you understand their needs and wants but do it at scale.

Mobile as an advertising channel

Mobile makes up 10% of digital spend

SOURCE: IAB / Digital Adspend 2012

Unlock mobile opportunities

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Mobile offers advertisers rich opportunity but with a smaller margin for error !

Majority of top 100 advertisers have a mobile optimized website

79%

73% 71% 70%

50% 36%

FMCG Retail Media Automotive Finance Technology

& Telecoms

SOURCE: IAB / Mobile Optimization Study 2013

Understanding the relationship between mobile and other channels is key

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Source: Dynamic Logic

Mobile is effective at shifting brand metrics

+ 29% in Brand Favorability

+40% in Purchase Consideration

Mobile can be more effective than digital !

23 Source: Nielsen IAG, category (40 measured brands)

Mobile out-performs TV as well !

Source:TV Standard Ad Sourcs: Nielsen IAG

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Mobile Thought Process

Stage 1: Understand your consumer

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What are my consumers using mobile devices to do?

How does this vary by device / location / need-state?

What are your consumers expecting from you in mobile?

Stage 2: Differentiate your business through mobile

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Does mobile provide opportunity to offer new services?

How are your competitors using mobile?

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Stage 3: Create a mobile strategy that Optimizes the role of different screens across the consumer journey

Online advertising

most effective for

building awareness

Mobile drives

consideration and

recommendation

Stage 4: Deliver an optimised mobile experience

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