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What%Really%Is%the%Value%of%Mobile%to%a%Marketer
An Update on: SMoX.me – Smart Mobile Cross Marketing Effectiveness
Global Research Initiative
First,%Mobile’s%Powerfully%Unique%Posi=oning:
2
The Closest You Can Get to Your Consumer
Yes, Phones Can Do So Much!
3
That USP is Supported by More Unique & High Value Attributes
Personaliza*on+ Pervasiveness+ Proximity+
Marketers plan to invest more in mobile next year
5
Q2c
. Thi
nkin
g ab
out
the
YEA
R A
HEA
D, i
s yo
ur c
ompa
ny p
lann
ing
to in
vest
mor
e, t
he s
ame
or le
ss in
ea
ch o
f th
e fo
llow
ing
area
s,
com
pare
d to
thi
s ye
ar?!
61% Consultants & agencies working on mobile strategy!
61% Data & analytics for mobile!
68%!Mobile Advertising!
67%!Asset creation for mobile !
$+
Source:++MMA+
But Also, Marketers Have Caution
6
46%+
47%+
0%+ 10%+ 20%+ 30%+ 40%+ 50%+
Tight+budgets/+We+can’t+
afford+to+decrease+
spending+in+other+channels+
Difficulty+to+measure+
impact+of+mobile+and+
compare+to+other+channels+
slide title Oh, Great!
Aspiration without
Allocation Is Meaningless
B.+Bonin+Bough+
Mondelez+Interna*onal+
The Answer?
Mobile needs a compelling, fact-based, irrefutable
analysis for marketers on the ROI value of mobile to THEIR
business goals 9
That%is: MMA’s
(Smart%Mobile%Cross%Marke=ng%Effec=veness%Studies)%
First, Thanks to Our Partners
11!
hQp:///+
PARTNERS(SUPPORTERS(
Insights Are On Their Way
U.S.,+UK,+Turkey,+China,+Brazil+
13
1st Case Study:!AT&T – New Device Launch!
AT&T Campaign Details
14
MEASUREMENT(PARAMETERS(Target+
Data+Collec*on+
18++
9/17/13Z10/28/13+
KEY(KPI(/(GOAL(Build+Awareness+for+the+new+device+
offering+from+AT&T+
Awareness+
Considera*on/
Image+
Purchase+
CAMPAIGN(MARKETING(MIX(
TV:(92%+
PRINT:(1%+
ONLINE:(5%+
MOBILE:(1%+
On Cost/Impact Basis; Mobile Delivered 2x Value vs. TV
Na*onal+
TV+
Online+
Desktop+
Print+ Mobile+
20M+
+
15M+
+
10M+
+
5M+
+
0+
Total(Impa
ct(Due
(to(
Expo
sure(
(Million(Pe
ople)(
People(Impacted:(Device(Awareness(
Peop
le(Im
pacted
(per(
Dollar(Efficiency((Impact/$):(Device(Awareness(
7+
6+
5+
4+
3+
2+
1+
0+
15
Shifting the Mix will impact more people with same Budget
16
SPEND(TO(IMPACT(RESPONSE(BY(MEDIA:(AWARENESS(OF(NEW(DEVICE(
Total(Peo
ple(Im
pacted
((M
illions)(
12,000+
10,000+
8,000+
6,000+
4,000+
2,000+
0+
Spend(
TV
MOBILE
DIGITAL
TV
MOBILE
DIGITAL
Therefore,%op=mal%mobile%is%16%
17
ACTUAL(BUDGET(
Total(Peo
ple(Im
pacted
((M
illions)(
OPTIMIZED(BUDGET(((BASED(ON(AWARENESS)(
=+
=+
=+
=+
Na*onal+TV+
Print+
Online+Desktop+
Mobile+
1% 5% 1%
93%
16% 5%
8%
72%
By'realloca+ng'spend'to'mobile,'
there'is'an'incremental'
poten+al'of'2.5 million'NET'
people'are'Aware,''
or''
+12%!' That’s'almost'the'equivalent'of'
the'popula+on'of'Manchester!
18
Same Budget Better Results
Would You Ignore Manchester?
19
20+
21 *"Upside"poten,al"for"mobile"is"+17%"but"12%"is"incremental"considering"the"decrease"from"TV"
The Overall Numbers/Impact
Mobile+
+
+
Online+Desktop+
+
Print+
+
Na*onal+TV+
+
Total+
PEOPLE(IMPACTED((WITH(CURRENT(SPEND)(
18.9%M
.7%M
1.1%M
.5%M
UPSIDE(POTENTIAL(PEOPLE(IMPACTED((OPTIMIZED(SPEND)(
.3%M
`1.9%M
3.7%M
3.6%M
5.7%M +(
27%(
Insight: Box ad displayed product more clearly & increased impact by 2.5x
22
0%+
2%+
4%+
6%+
8%+
0+ 3+ 6+ 9+ 12+ 15+
Frequency
%%Im
pact%Amon
g%Expo
sed
Banner(Ad(Size(A(W(Box(
Banner%Size%B
Banner(Ad(Size(B(W(Row(
Banner%Size%A
Frequency%to%Impact%Response:%Ad%Size
2.5x(
Insight: Mobile was more effective at driving awareness among men
23
0%+
4%+
8%+
12%+
16%+
20%+
0+ 2+ 4+ 6+ 8+ 10+
Mobile+Z+Males+
Mobile+Z+Average+
Frequency%to%Impact%Response:%Demographic%Targets
Frequency
%%Im
pact%Amon
g%Expo
sed
Mobile%had%70%%more%impact%among%Males
24
today
Optimal Allocation
based on 2013 AT&T case
Study
16%, $87B £56B
$220B £137B
Optimal Worldwide
Allocation at Maturity
Growth+in+Ad+Spend+Overall+
Mobile+Impact+
gains+
What If We Apply These Insights to the WW Ad Market
What If Marketers Acted on These Insights Immediately.
25
Yields a material value creation opportunity.
$1.2B
MV'/'R'='4.2
Market'Cap'Gain'='
4.2'x'$278M
=
And the Company’s current Revenue and market value . . .
$299.0B'Market'
Cap
2013'Revenue'of'
$71.3B
0.4%'Share'ShiW'
Revenue'Gain'of'
$278M
Using a large Consumer Goods company as an example. . .
Curren t
Move'aggressively,'
bring'mobile'spend'
to'$300X$400M'
worldwide
Mobile%Alloca=on
Move'revenue'
across'the'
board'by'0.4%
Reallocat
ed
hQp://www.mmaglobal.com/documents/howZbigZmobileZmarke*ngZopportunity++
“We're writing our briefs with a mobile first lens, as opposed
to a TV first lens.
It changes how we approach media, advertising, user experiences and go to market strategies.”
Chief+Marke*ng+Officer,+
Telecom+
MMA’s+CMO+Insights+
“Where is [Mobile] not changing our business
is probably the more appropriate way to think about it…”
VP,+Global+Marke*ng+
Hospitality+
MMA’s+CMO+Insights+
“The internet 10-15 years ago
could be ignored.
But mobile is surpassing everything else. It already happened and we are still trying to
figure out what we do with it.” VP+Global+Adver*sing+
CPG+
MMA’s+CMO+Insights+
Thank You
[email protected] @gregstuart
But%Are%Marketers%Ready
31
76%+
Marketers+
agree+that+
mobile+is+
the+closest+
you+can+get+
to+the+
consumer+
68%+
Marketers+
agree+that+
mobile+is+
the+best+
way+to+
transform+
your+
business+
model+
72%++
Marketers+
agree+that+
mobile+is+
the+best+
way+to+
build+ROI+
80%+
Marketers+
agree+that+
mobile+is+a+
way+to+
improve+
your+career+
Marketers%see%mobile%as%a%GAME%CHANGER… Source:++MMA+
32
SMoX 1.+Insights+used+in+Sales(materials((Phase(1,2,3)((2.(Sales(training(in+publisher’s+offices+as+
selected+by+publisher.+
(Phase+1,2,3)++
+
3.+Presenta*on+of+results+in+person+at(publishers’(clients(or+agency+gatherings+(Phase+1,2,3)+
+
4.+Welcome+remarks+in+Roadshows+(Pla*num)+
(Phase+2,+3)(+
1.(ANA(/AAAA((events+and+other+ini*a*ves+(Phase+1,2,3)+2.(Research(events+ARF,+ESOMAR,+IZCOM+(Phase+2,3)+
3.(Cannes(and(other(events((Phase+1,+2,+3)+4.Agency/Marketer((lunches((Phase+2,3)+
+
1.(Materials+related+to+SMoX+including+press+
releases,+presenta*ons,+case+studies,+MMA+
Website+(Phase+1,2,3)+
+
2.(Webinars(Sales+and+marke*ng+teams+to+
par*cipate++(Phase+1,2,3)+
+
3.(MMA(Conferences(including+MMA+Forums,+
CEO+and+CMO+Summits+(Phase+1,2,3)+
+
4.(RoadShow+events+in+up+to+4Z6+ci*es+invi*ng+approximately+50+to+200+marketers+and+
agencies+to+preview+study+results.++(Phase+2)++
+
INDUSTRY OUTREACH
MMA’s+Rollout+
Next+2+Years+
But Will SMoX Make a Difference?
1.0+ 1.2+ 1.5+ 1.8+2.2x+
1.0+2.0+
8.1+
20.3+
32.8x+
1.0+
2.5+
5.0+
10.4+
18.6x+
0.0+
5.0+
10.0+
15.0+
20.0+
25.0+
30.0+
35.0+
2002+ 2003+ 2004+ 2005+ 2006+
X(Increase(in(Internet(Spending(from(Base(For(7(Brands(that(Conducted(XMOS(Studies(Total+Online+Spending+
Average+XMOS+Brands+