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Mobile Overview

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• In July 2012, Comscore saw 85.9MM mobile shoppers• 41% of all shoppers were from Amazon• Apple stores (iTunes, app store etc.) saw 17%• Women are much more prevalent than men. Women are less likely tied to a PC.• The Millennial generation is leading the way!• Local mobile is great for retail, but scale issues hinder the ROI

Mobile Shopping- Comscore September 2012

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How Customers are using Mobile in the shopping process?

Source: Harris Interactive, Apigee, Aug 2012

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Mobile Ad Spend vs. Mobile Usage

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• Foresee mobile becoming the primary digital touchpoint in all marketing.

• Establish clear objectives for mobile efforts.• Consumers are using technology to make better buying

decisions and find your product• Identify your customers mobile habits and align

objectives.• Integrate with other marketing efforts. Increased

fragmentation!• Learn the essential tools of mobile.• Develop communications strategy to always be in front

of consumer.• Mobile is a distinctly lower funnel activity primarily

during the purchase process

Best Practices- Planning

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MOBILE SEARCH

Mobile Tactics

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• For the 40%+ with smart phones, it often isn’t– Most online search campaigns show up on mobile web/app searches

as well• Like online marketing, it begins and ends with Search!• Optimize site for local and mobile search

How Is Mobile Search Different From Online Search?

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Before You Plan A Mobile-Only Display Campaign

IOS

Android

All} of a campaign’s impressions will naturally serve on tablets or mobile phone devices

5-7%

“Other” devices include any device with a browser (xbox, blu ray player, iTV browser, etc.) but tend to encompass miniscule impression volumes in 2012

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Two Major Types of Mobile Display

Web-Based In-App

• Will run on a web page just like an online campaign, restricted to mobile device

• Runs only within apps downloaded to smart phones

• Dual HTML5/Flash publishing, or GIF/JPG recommended

• Same creative file type restrictions

• Platform targetable, or agnostic

• Platform targetable, or agnostic

• Less rich media options • More rich media options, availability well-documented

• CAN run on feature phones (non smart phones) as well as tablets and smart phones

• Will not run on feature phones, will run on smart phones and tablets

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Mobile Display Targeting Options

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Mobile Display Targeting

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The Truth About Mobile Geo-Targeting

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• Identify a user at the right place at the right time, and serve them your ad!

The Dream Of Mobile Is Simple

Joe’s Tacos

Come get some tacos!

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• Let’s separate fact from fiction, dreams from reality

• Determining a phone’s location is determined by three key variables– Connection type: Wifi vs. 3G/4G– OS (iOS, Android, etc)– Lat/Long inclusion and trustworthiness

Mobile Geo-Targeting Is In Its Infancy

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• Same location accuracy as online• 10-15 mile radius

Connection Type Is The Biggest Variable

• Geo must be passed from mobile carrier• AT&T, Verizon, etc.

• Accuracy varies widely

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Device Connection Probabilities

Cisco Internet Business Solutions Group, 2012

~64.5% of mobile connectivity is via the mobile network

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• Sitting in Plano, TX on WiFi, I went to IPlocation.net – A good site provides results from four sources

• Then I hopped off WiFi and onto Verizon’s 4G

• Then I restarted my phone be assigned a new IP address and test it again

• Here are the results as four IP geo-targeting providers see them

The Real Story Of The Mobile Carrier Network

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Mobile Geo-Targeting Results: WiFi

1. I’m on WiFi

2. Dallas – eh, about 12 miles off

3. Plano – right on

4. Plano – right on

5. Plano – right on

Of the two lat/longs provided, one is about 10 miles away, the other is less than a mile

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Mobile Geo-Targeting Results: Mobile Network

• On mobile carrier network

• Outstanding – 20 miles away

• Outstanding – 15 miles away

• Very far away – we’ll come back to this

• It has no idea

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Mobile Geo-Targeting Results: Mobile Network, Take II

• On mobile carrier network

• Still good – about 40 miles away

• Poor – 1,100 miles away

• Also far – we’ll come back to this

• It has no idea

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LAT/LONG AVAILABILITY & RELIABILITY FOR IN-APP PLACEMENTS

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The OS As A Variable In Providing Lat/Long

As of 4/13

Android: 51%

iOS: 43%

Other: 6%

“Master settings” in phone – Lat/Long is all or nothing

App by App – Apple approves first, then user

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Lat/Long Values In The Ad Call

As of 4/13

No lat/long: 20%

Lat/long value passed: 80%

Source: Metaresolver and PlaceIQ

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Wow, 80% Give Me Exact Lat/Long?Not quite

As of 4/13

False lat/long: 70% of original 100%

Actual lat/ long: 10% of original 100%

Source: Metaresolver and PlaceIQ

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Coming Back To What “Far Away” Is

The geographic center of the U.S.

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At Least There’s Fraud DetectionIt’s Just Not All That Great

As of 4/13

21% of lat/longs go undetected as false

49% of false lat/long values are caught, then default to carrier location

Source: PlaceIQ

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Conclusion: A User Is Walking Down The Street…

Accurate to country level, less so to state or DMA (73%)

Likely country-accurate (21%)

We got ‘em! (6%)

Source: Data aggregation from previous slides

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So, Why Would I Buy Into Mobile At ALL?

Lots Of Reasons

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• It’s >10% of eyeball time• Imperfect doesn’t mean “avoid at all costs”

The Case For Mobile

Source: Mary Meeker D10 Presentation, Morgan Stanley, 2012

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• Online “in-view” ranges from 40-65%– Mobile in-app is 100%

• Online web pages have between 3 and “more than a dozen” ads on them– In-app is typically 1 – 100% share of screen or SOV on the page

• Engagement can be higher– While half of mobile clicks are likely mistaken, CTRs on mobile are

often .3%+– Not to say “CTR is back” but it shows the novelty of mobile advertising

still captures active attention

The Case For Mobile

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• It’s cheap

• Even cheaper than online

• So, at $3.00 CPMs, ‘waste’ is a relative term!

• If we can hit an ROI or brand goal, it’s a success!

The Case For Mobile

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• DMA accuracy will vary, and we won’t know until we try

• Even with the geographic waste there is enough upside compared to other media to “even it out”

• Tablet and phone are totally different channels – don’t lump them together as “mobile”

• Geo-fencing is silliness

• Now you know and you can tell your clients the truth, which other vendors clearly are not

Conclusions

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