DL Mobile Overview MRCC

8/6/2019 DL Mobile Overview MRCC

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Dynamic Logics

Mobile Overview


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Atthe Forefront of Digital and Emerging Media

Helping clients to build and grow their brands in a digital world

10 years digital expertise

6,000+ campaigns measured across 27 digital platforms

250+C

rossMedia Research

studies 300+ online creative pre-tests conducted through LinkSelect for Digital studies

300+ filters in MarketNorms, the world's largest online normative attitudinal

database

Specialty practices for mobile, gaming & social media


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Key Themes in Mobile

Mobile penetration grew fasterand larger than Internet

penetration.

World Economic Forum

As of Dec. 2008, therewere 270M wirelesssubscribers in theU.S., 87% of the

population.

CTIA

23% of mobile usersaccess the internet on

their phones.

eMarketer based onThe Kelsey Group

13.4M Americanswatch video on theirmobile phones via

mobile Web,subscription-based,

downloads andapplications.

Nielsen A2/M2 Three

Screen Report, Q1/09

There are 2.7 billionmobile phones in use

globally. From Jan. 2001to Dec. 2010, global

mobile phone penetrationgrew from 13% of the

population to 70%.

Experian

17.5% of U.S.households arewireless-only.

CTIA

Among the audience of63.2Mpeople who accessed news and

information on their mobile devicesin January 2009, 22.4M (35%) didso daily; more than double the size

of the audience last year.

comScore

In the U.S., approximately

1 Trillion SMS messageswere sent in 2008.

CTIA

Globally, there are twiceas many active users ofSMS as are active users

ofemail.

Experian

U.S. smartphoneusersspend an

average of4 hoursand 38 minutes

per month browsingthe mobile Web.

M:Metrics

Smartphone usersare clicking on ads

(53%), requestingmore information or acoupon (35%) making

purchases via theirhandsets (24%), and81% use them while

shopping.

UniversalMcCann

The Mobile MarketingAssociation claims

that mobilemarketing budgetswill jump 26% this

year, despite the factthat overall

marketing spend willfall 7%.

While the mobilemedium will still

snare just 1.8% oftotal marketingbudgets, total

spend will growfrom $1.7 billion

this year to $2.16billion in 2010,according to new

research from theMMA.

Worldwide smartphone salestotaled 32.2M units in the

first quarter, a 29.3% increasefrom one year earlier.

Gartner

Mobile Penetration

Internet Penetration

1997 2007


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The Mobile Advertising Landscape

Consists of Many Players

MobileAdvertising

AdMob,Jumptap,

Quattro, 4Info

Specialized vs.Integrated

shops

Entertainment,Pharma, Auto,

CPG

AT&T, Verizon,Sprint, T-Mobile

MSN, Yahoo,Weather, CNN,

ESPN

Networks Agencies AdvertisersOperatorsPublishers


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and it requires quite a bit of work for delivery

Source: IAB

ADVERTISER Agency

AdNetwork

Ad Server

ADVERTISING

Carrier(Portal)

ContentEnabler

ContentPublisher

MEDIA

Carrier(Network)

(Handset) CONSUMER

DELIVERY


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MOBILEADVERTISING

OPTIONS

We have completed 50+ studies

SMS

MobileWeb

Apps

MobileGaming

MobileSearch

LBS

IVRMobileVideo

Our experience

in the area

Beta solutions in

development


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AdIndex for Mobile Methodology

Both groups surveyed about attitudes toward brand; since only statistical difference between two

groups is exposure to the banner, we can attribute differences between them to the advertising.

n=300

Control Cell fielded one week prior to campaign

launch. Banner invite included on WAP page

inviting respondents to participate in survey.

Control

Group

Test Cell collected during campaign. Banner

invite residing in same area as advertisement

invites respondents to participate in survey.

n=300

Exposed

Group


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Case Study: New Line CinemasThe Golden Compass Film Release

Client Takeaway:

GOAL:To engage movie-goers,

and raise Awareness &

Purchase Intent

RESEARCH:

Measure overall branding effects of the Greystripe mobile campaign

Explore the Greystripe mobile ad networks ability to engage and

connect with movie-goers

Higher Awareness: Significant increases in

awareness of and interest in film users

exposed to the ads exhibited a +19.3

percentage-point increase in awareness of

the films title.

Increased Interest: Ad exposure resulted in

a +9.5 percentage-point increase in interest

in seeing the film among overall

respondents.

Mobile Brand Impact

7%

42%

67%

61%

i

M

vi

r

ss

M

il

r

ss

+19.3* +59.7*

43

29

53

33

Movi

Movi

oi

Source: Dynamic Logic, December 2007; n=768 respondents

+9.5* +4.4

Control Exposed


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Mobile Advertising Compared to Online DisplayAdvertising (Last 3 years)

Online

Mobile

Source:

Dynamic LogicM

arketNorms for Online, last 3 years through Q4/08, N=2,380 campaigns, n=3,889,602 respondents;AdIndex forMobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondentsDelta ()=Exposed-Control

Percent ofPeople Impacted


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Mobile Advertising Compared to EarlyOnline & Video Norms

Early Online Norms (2000-2002)Early Video Norms (2002-2004)

Mobile


Source: Dynamic Logics MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns;AdIndex forMobile Norms through Q2/2009, N=48 campaigns, n=46,691 respondentsDelta ()=Exposed-Control


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Mobile Advertising by Category Involvement

High InvolvementMedium Involvement

Low Involvement


AdIndex for

M

obile Norms through Q2/2009,High N=15 campaigns; Medium N=14 campaigns; Low N=19 campaignsDelta ()=Exposed-Control


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Mobile Advertising: CPG & Financial Services Categories


Overall Norms

CPG AveragesFinancial Services Averages

AdIndex for

M

obile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control


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Online vs.Mobile Best Ads

AdIndex for

M

obile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control


Online Best

Mobile Best


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Online vs.Mobile Worst Ads

AdIndex forMobile Norms through Q2/2009,Overall N=48 campaigns; CPGN=10 campaigns; Financial Services N=11 campaignsDelta ()=Exposed-Control


Online Worst

Mobile Worst


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Key Mobile Insights

On average, WAP campaigns are currently outperforming online campaigns across

both awareness and persuasion metrics

While novelty may be at play, mobile adsstill tend to outperform what wasseen from

online banner ads in their early days

Mobile ads are performing more similarly to what wasseen in the early days of online

video

Advertising on WAP sites work to build brands regardless of the involvement level of

the category being advertised

Both high and low involvement category campaigns tend to yield a similar delta forPurchase Intent/Consideration (on average, approx. 5 percentage point increase)

Campaigns for low involvement categories appear to be especially effective at

attracting viewers attention. This may be related to the ability to include product

images included in the ads

High involvement campaigns tend to be more successful at communicating the

advertisings message than low and medium involvement categories


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What's next in Mobile Research?

Does mobile help accelerate sales conversion?

Conversion Index forMobile (% of people that said they

were going to buy vs. people that actually bought)

Our researchhas shown that among people that state they are

intending to buy a product vs. those that actually buy (thatalgorithm) doesn't change that often for a category. By measuring

this for your category, we can calibrate your results to the category.

What is the incremental impact of adding

mobile to my media plan?

Mobile CrossMedia (Offline andOnline)

CrossMedia for Mobile from Dynamic Logic is a unique and

industry first solution that can quantify exposure across multiple

mobile platforms regardless of what technology solution, ad

network, publisher or carrier is being used.Courtesy ofApple


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Dynamic Logics

Mobile Overview

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DL Mobile Overview MRCC