M2 roadshow europe james lamberti in mobi

10/5/2010 1

A MARRIAGE OF TECHNOLOGY AND MEDIA:

6 POINTS OF ADVICE FOR MOBILE ADVERTISERSJames Lamberti, VP Global Research & Marketing

September 2010

10/5/2010 2

1. MOBILE…IT’S JUST LIKE DESKTOP!

2. DO YOU OFFER HYPER-TARGETING?

3. CAN WE TALK ABOUT WHAT’S NEW?

4. WHERE ARE YOUR BEST PRACTICES?

5. CONSUMERS ARE NOT READY.

6. NO THANKS. I PREFER TO WAIT

TODAY’S6DISCUSSION

10/5/2010 3

1MOBILE…IT’S JUST LIKE THE DESKTOP!

23%19% 18%

16% 15%

Call Purchase Search Viral Content

Mobile Ads Consumers Would Click On

Base = Test respondents (n=740)

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.

30%

15% 14% 17% 17%


19%14% 13%

21%14%


24% 28% 24%17% 15%


Base = Test respondents n=740

Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]

5

17% 15% 19%8%

15%


OUR SINGULAR FOCUS ON CONTENT MISSES THE

CREATIVE OPPORTUNITY IN MOBILE.

Hotel Movie

Electronic Automotive

10/5/2010 6

MOBILE IS NOT THE DESKTOP.

BROAD CREATIVE AND

CALLS TO ACTION SHOULD

LINK TO DEVICE USAGE.

10/5/2010 7

2CAN WE TALK ABOUT WHAT’S NEW?

6%

12%

16%

19%

19%

23%

26%

29%

53%

Been relevant to who you are or what you are doing

Helped you find something nearby

Reminded you of something important

Saved you time

Saved you money

Helped you learn more about something

Entertained you

Given you somethingfor free

Introduced you to something new

Benefit of Mobile Advertisements Seen in the Past

Base = Control respondents (n=154)

Q4. Has a mobile ad ever…? [check all that apply]

8

ALL STAGES OF THE FUNNEL ARE REPRESENTED;

BASIC AWARENESS IS THE #1 CONSUMER BENEFIT.

10/5/2010 9

APPLE 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

ANDROID IS GREAT, BUT LET’S NOT GET CARRIED

AWAY…

EXCERPT FROM INMOBI GLOBAL NETWORK REPORT AT WWW.INMOBI.COM/RESEARCH

10/5/2010 11

FOCUS ON WHAT WORKS, NOT JUST

WHAT IS NEW. SCALE AND

REACH WORK.

10/5/2010 12

3DO YOU OFFER HYPER-TARGETING?

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 TARGET WHICH WAS A 400+

INDEX VERSUS MARKET INCIDENCE

RESULTS: SALTO ALTO SHOES

Where the incidence of this target in Australia is just 9%

10/5/2010 15

CUSTOMER DISCOVERY

HYPER-TARGET

1. MAINTAIN TARGETED REACH

2. DISCOVER NEW SEGMENTS

BENEFITS: TWO OPTIONS

YOUR TARGET

SALES &

TARGETED

REACH

10/5/2010 16

TARGETING IS A GUIDELINE, NOT A

RULE. RETAIN THE VALUE OF

MOBILE ADVERTISING.

10/5/2010 17

4WHERE ARE YOUR BEST PRACTICES?

29%

17% 18% 15% 17%


Base = Test respondents (Male=586; Female=154)


14%21% 18% 18%

13%



Male

Female

GENDER DIFFERENCES ARE EVIDENCE OF THE

NEED TO CONSIDER DEVICE USAGE IN CREATIVE.

18

Base = Test respondents (Under 25=439; 25 – 44=269; 45+=32*); *Caution: small sample size.


29%20% 20% 23%

19%


24%19%

14% 16%10%


13% 16%23%

7%

21%



Under 25

25 - 44

45+

AGE DIFFERENCES FURTHER ILLUSTRATE THE

POINT. BEST PRACTICES BEGIN TO EMERGE.

19

27%

10%

16%

18%

14%

13%

10%

18%

23%

36%

Female

Male

Call

Purchase

Search

Viral

Content

30%

15% 14% 17% 17%


Base = Test respondents that saw the Honda ads (Total=203; Male=159; Female=44*); *Caution: small sample size.


20

JUST WHEN WE THOUGHT WE UNDERSTOOD BEST

PRACTICES, AUTO RESEARCH PROVES US WRONG.

Automotive

10/5/2010 21

BEST PRACTICES WILL BE BRAND

AND CAMPAIGN SPECIFIC. CPC

PRICING MEANS WE LEARN AT

OUR EXPENSE, NOT YOURS.

10/5/2010 22

5CONSUMERS ARE NOT READY YET.

70% OF EUROPEANS ALREADY EMBRACING THE

BENEFITS OF MOBILE ADVERTISING.

43%

26%

11% 13%8%

Very comfortable,they serve an

important purpose

Somewhat comfortable,

I’m getting used to seeing them

No opinion,I do not think

much about ads on my phone

Somewhat uncomfortable,

they can be distracting

Not comfortable at all,

they are intrusive

Level of Comfort with Mobile Advertising

Base = Total respondents (n=894)

Q3. How comfortable are you with mobile advertising?

23

5 pts. vs. U.S.

4 pts. vs. U.S.

32%

38%

30%

Free Apps

Yes Maybe No

Base = Control respondents (n=154)

What if scenarios presented:

Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps;

Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price;

Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a

local restaurant; Are you more willing to have ads on your phone?

50%

33%

17%

10% Off Phone Bill

Yes Maybe No

52%

25%

23%

Ads Personalized to You

Yes Maybe No

Willingness to Have Ads on Phone

RELEVANCE TRUMPS “FREE” BY A WIDE MARGIN

AND IS A CONSISTENT DIGITAL MEDIA FINDING.

24

63% 68% 70% 67% 69%

16% 12% 10% 10% 7%

22% 20% 20% 23% 24%

US UK Spain France Italy

Top 2 Box Neutral Bottom 2 Box

Base = Total respondents (EU=894; US=4,399; UK=449; Spain=200; France=85*; Italy=154); *Caution: Small sample size

Q3. How comfortable are you with mobile advertising?

Level of Comfort with Mobile Advertising

COMFORT LEVELS ARE HIGHER THAN ANTICIPATED

AND SUGGEST CONSUMERS ARE AHEAD OF US.

25

South Africa 55%

Australia 76%

10/5/2010 26

CONSUMERS APPRECIATE A REAL

EXCHANGE OF VALUE. TOP TIER

BRANDS OFFER VALUE IN

THE MOBILE CHANNEL.

10/5/2010 27

6NO THANKS. I PREFER TO WAIT.

10/5/2010 28

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 IN EUROPE.

• MOBILE VISITORS AVG 43.3 VISITS TO PER MONTH, COMPARED TO 34.7 FOR DESKTOP

• MOBILE USERS BROWSE LONGER (8 HOURS PER MONTH VS. JUST UNDER 7 HOURS )

• THE AVERAGE IPHONE USER DOWNLOADS ON AVERAGE 51 APPS FROM ITUNES

Product: MMM (Mobile) + Media Metrics (PC)

Data: January 2010

33%

75%

43.3

34.7

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

0%

10%

20%

30%

40%

50%

60%

70%

80%

Mobile Internet PC Internet

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Vis

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% R

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Facebook Mobile vs PC Internet

% Reach Average Visits per Visitor

486.7419.5

45.2

32.4

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

0.0

100.0

200.0

300.0

400.0

500.0

600.0

Mobile Internet PC Internet

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ay

Ave

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Min

ute

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Facebook Mobile vs PC Internet

Average Minutes per Visit Average Minutes per Usage Day

10/5/2010 29

10/5/2010 30

“HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.”

JOHN WANAMAKER

1838 -1922

THE FIRST MOBILE ENTHUSIAST - JOHN WANAMAKER

10/5/2010 31

UNDERSTAND MOBILE AND

LEVERAGE IT’S REVOLUTIONARY

TECHNOLOGY. MAINTAIN JOB

SECURITY.

10/5/2010 32

THANKS FOR YOUR TIME!

BE SURE TO DOWNLOAD OUR NETWORK RESEARCH AT

WWW.INMOBI.COM/RESEARCH OR CONTACT US AT

[email protected]

http://www.InMobi.com/research









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M2 roadshow europe james lamberti in mobi