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04/11/2023 1
World’s Largest IndependentMobile Ad Network
5 MOBILE MYTHS & T Anne Frisbie, VP & Managing Director, North America
October 2010
04/11/2023 2
1. Mobile… It’s Just Like Desktop!
2. I Only Want Hyper-Targeting.
3. Can We Talk About What’s New?
4. Consumers Are Not Ready.
5. No Thanks, I Prefer To Wait.
MOBILE5MYTHS
04/11/2023 3
1MOBILE…IT’S JUST LIKE THE DESKTOP!
Call Content Viral Purchase Search
25%22%
20%18% 18%
Mobile Ads Consumers Would Click On
U.S. Total
Base = Test respondents (n=2,145)
Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]4
CONSUMER INTEREST IS LINKED CLOSELY TO THE CONVENIENCE OF THE DEVICE.
Call Content Viral Purchase Search
31%24% 22% 20% 22%
Base = Test respondents (Male=2,011; Female=882)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
Call Content Viral Purchase Search
19% 19% 19% 16% 13%
Mobile Ads Consumers Would Click On
Male
Female
MEN AND WOMEN ARE ENGAGED ON MOBILE DIFFERENTLY
5
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MOBILE IS NOT THE DESKTOP.
BROAD CREATIVE AND CALLS TO ACTION SHOULD LINK TO DEVICE USAGE.
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2CAN WE TALK ABOUT WHAT’S NEW?
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IAD IS GREAT, BUT LET’S NOT GET CARRIED AWAY
“IT’S A REALLY SMALL AUDIENCE—FROM A SCALE PERSPECTIVE NOT REALLY THERE,” SHE SAID. “FOR IAD TO MAKE SENSE, YOU HAVE TO BE A CLIENT TARGETING AN APPLE TECHY AUDIENCE, BECAUSE ALL OF THE OTHER PLATFORMS ARE LEFT OUT…
“IT’S NOT EFFICIENT FOR ME TO RECOMMEND SOMETHING LIKE IAD WHEN I’M TRYING TO PULL MAXIMUM REACH FOR MY CLIENTS…”
“IT’S REALLY A PR MOVE.”
JAMI LAWRENCE COMMENTS FROM PUBLICIS MODERN IN NEW YORK – 14 SEPTEMBER 2010
Go to www.InMobi.com/research to download
IPHONE REPRESENTS A MINORITY OF THE MARKET
Reminded you of something important
Been relevant to who you are or what you are doing
Saved you time
Saved you money
Helped you find something nearby
Given you somethingfor free
Entertained you
Helped you learn more about something
Introduced you to something new
21%
22%
24%
25%
27%
29%
30%
35%
47%
Benefit of Mobile Advertisements Seen in the Past
U.S. Total
Base = Control respondents (n=1,506)
Q4. Has a mobile ad ever…? [check all that apply]
ALL STAGES OF THE FUNNEL ARE REPRESENTED;AWARENESS IS THE #1 CONSUMER BENEFIT
10
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FOCUS ON WHAT WORKS, NOT
JUST WHAT IS NEW. SCALE AND REACH WORK.
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3I ONLY WANT HYPERTARGETING
CASE STUDY: SALTO ALTO SHOES
OBJECTIVES• PROMOTE THE BRAND SALTO ALTO AMONG WOMEN AGES 25-44 , AFFLUENT, INTO FASHION
• ENCOURAGE SALES OF THEIR DESIGNER SHOES
• LEAD GENERATION FOR CRM MARKETING
SOLUTION• INMOBI RAN THE CAMPAIGN TARGETING EXCLUSIVELY THE AUDIENCE THAT THE BRAND WAS LOOKING FOR
• WE COMPLIMENTED THE SPEND WITH A BROAD BASED NETWORK BUY
TARGETED BUY:• HIGHLY TARGETED (WOMEN, 25 - 44, HIGH END DEVICES)• NO MEDIA “SPILLAGE”• LESS THAN 10% OF THE CLICKS
SUPPORTING BROAD BUY:• BROAD BASED CAMPAIGN•USE OF POST-CLICK AD ROI TRACKING TECHNOLOGY (ADROIT™)•10X INCREASE IN CLICKS VS. TARGETED BUY• 35% WITHIN TARGETWHICH WAS A 400+ INDEX VERSUS MARKET INCIDENCE
RESULTS: SALTO ALTO SHOES
Where the incidence of this target in Australia is just 9%
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DiscoveredCustomers
Targeted Run of
Network
1. MAINTAIN TARGETED REACH
2. DISCOVER NEW SEGMENTS
BENEFITS: TWO OPTIONS
Broad Run of Network
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TARGETING IS A GUIDELINE,
NOT THE GOAL. RETAIN THE VALUE OF MOBILE ADVERTISING.
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5CONSUMERS ARE NOT READY YET.
very com-fortable
somewhat com-fortale
no opinion somewhat com-fortable
not comfortable
38%
25%
16%
10%12%
Level of Comfort with Mobile Advertising
NEARLY TWO-THIRDS OF US CONSUMERS ARE COMFORTABLE WITH MOBILE ADS.
Base = Total respondents (n=4,399)
Q3. How comfortable are you with mobile advertising? 18
Male Female
71%53%
14%
18%
16%29%
Top 2 Box NeutralBottom 2 Box
Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410)
Q3. How comfortable are you with mobile advertising?
Level of Comfort with Mobile Advertising
Under 25 25 - 44 45+
73%62%
51%
11%16%
20%
15% 22% 29%
Top 2 Box NeutralBottom 2 Box
WHILE ALL DEMOS ARE POSITIVE, MALES AND YOUTH ARE MOST RECEPTIVE
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CONSUMERS APPRECIATE A REAL EXCHANGE OF VALUE.
TOP TIER BRANDS OFFER VALUE IN THE MOBILE CHANNEL.
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6NO THANKS. I PREFER TO WAIT.
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MO
NT
HLY
PA
GE
VIE
WS
(M
M)
MOBILE INTERNET CASE STUDY: JAPAN
• PC WEB USAGE DECLINES AS MOBILE WEB GROWS • MOBILE WILL BECOME THE PRIMARY CHANNEL IN THE EU AND US
DESKTOP CANNIBALIZATION WILL HAPPEN QUICKLY
• CONSUMERS ACCESS FACEBOOK BY PHONE 25% MORE OFTEN THAN BY COMPUTER
• MOBILE USERS BROWSE LONGER (8 HOURS PER MONTH VS. JUST UNDER 7 HOURS )
Product: MMM (Mobile) + Media Metrics (PC)
Data: January 2010
Mobile Internet PC Internet0%
10%
20%
30%
40%
50%
60%
70%
80%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
33%
75%
43.3
34.7
Facebook Mobile vs PC Internet
% Reach Average Visits per Visitor
% R
each
Aver
age
Visit
s per
Visi
tor
Mobile Internet PC Internet0.0
100.0
200.0
300.0
400.0
500.0
600.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
486.7419.5
45.2
32.4
Facebook Mobile vs PC Internet
Average Minutes per Visit Average Minutes per Usage Day
Aver
age
Min
utes
per
Visi
t
Aver
age
Min
utes
per
Usa
ge D
ay
04/11/2023 23
2404/11/2023
Last year consumers spent just under $10 billion on mobile apps globally, and Jupiter predicts this to triple to $32 billion in 2015.
Dollars spent on apps will exceed music industry sales ($20 billion) by 2012.
$300 billion predicted to be spent in 2015 on the sale of digital and physical goods via mobile phones with over $200 billion of that on digital goods. – Jupiter Research
MOBILE COMMERCE IS ALREADY HERE
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Users were invited to use the iPhones GPS functionality to locate their nearest dealer.
This data enabled AKQA to directly trace purchases of the GTI Mark VI directly back to the app.
VOLKSWAGON APP GENERATES $4 MILLION IN CAR SALES
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UNDERSTAND MOBILE AND LEVERAGE IT’S REVOLUTIONARY
TECHNOLOGY. MAINTAIN JOB SECURITY.
