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MOBILE MARKETINGMEDIA, CREATIVE, TECHNOLOGY
MOBILE – WHAT’S THIS ALL ABOUT?
TODAY
• WHY MOBILE’S IMPORTANT
• Key Australian trends
• Mobile media
• Reasons to have a m-site
• Mobile advertising basics
• Case studies
ESSENTIAL POCKET ITEMS
EVOLUTION
circa 2007circa 2001
AUSTRALIANS ON MOBILE
SMARTPHONE OWNERSHIP AS HIGH AS 90%+ FOR UNDER 30’S
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16 to 17 18 to 20 21 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 6970 orover
2013 90% 94% 91% 93% 93% 89% 82% 72% 63% 57% 48% 42% 35%
2012 55% 78% 86% 83% 82% 75% 66% 55% 51% 43% 40% 34% 28%
2011 53% 64% 69% 74% 66% 61% 51% 39% 42% 28% 22% 20% 15%
2010 28% 47% 53% 53% 52% 47% 44% 34% 35% 24% 20% 11% 14%
Smartphone ownership – by age(Base: Mobile Phone Population)
Base: Mobile Phone Users 16+ n=2,004
Smartphone penetration increased across all age groups.
Highest increase among teens / under 20s. Cheaper smartphones have made these more accessible to the younger market.
Among 16-24s there has been a slight shift in the proportion of Apple vs. Android devices but Apple is still on top (47% vs. 45%).
Whilst penetration is highest amongst the 16-34 group (90%+), one in two smartphone owners
are 25-49
16-3490%+
YOUNGER USERS & FEMALES REMAIN HEAVIEST USERS OF MOBILE INTERNET
Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013
Once to a few times a week Less than weeklyDaily
25-34
50+
16-24 100%
100%
100%
100%
100%
TOTAL 100%
50%
57%
67%
73%
27%
53%
12%
9%
24%
3%
5%
10%
20%
30%
17%
10%
10%
19%
35-49 100%52% 7%21%
17%
17%
19%
12%
17%
17%
19%
Several times a day
Among those accessing mobile internet several times a day… they
access on average
3x sessions an hour.
Frequency of smartphone connectivity
Base: Connected Smartphone Users n=1,238
MULTI-TASKING WITH OTHER MEDIA
Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013
WHAT DO WE USE OUR SMARTPHONES FOR?
91% use their
smartphones
as a form of
Entertainment
71% play games
69% listen to music
78% browse the internet
49% read mags or newspapers
71% accessed social networks
45% review blogs or message boards
72% watch videos
Source: Google Our Mobile Planet Australia, 2013; Nielsen Telstra Smartphone Index, 2013
77% send or read emails
VIDEO CONSUMPTION VIA SMARTPHONE
19% USE VIDEO AT LEAST
ONCE A DAY
72% WATCH VIDEOS ON
THEIR SMARTPHONE
43%of Connected Smartphone
Users have used their
smartphone to respond to
other forms of advertising
such as TV, billboard,
magazine, radio and
online media…
…Mobile Search is a
key follow up activity
after exposure to
advertising on other
media
34%
2012
USED MOBILE
SEARCH FOR
PRODUCT
INFORMATION
ENTERED
COMPETITION
CALLED
COMPANY
COMPANY
TEXT
COMPANY
SMS
TXT
48%
36%
33%
22%
19%
12%
2012
Q. Similarly what have you also done on your mobile phone to respond to other types of advertising?
Base: Connected Smartphone Users that recall advertising on mobile n=771 / have responded to other forms of
advertising using their smartphone n=328. Only top 5 actions shown
MORE LIKELY TO ENGAGE WITH ADS ON TABLET….BUT MORE OCCASIONS FOR VIEWING ON A SMARTPHONE.
SMARTPHONE TABLET EQUALLY
Thinking about clicking/interacting with an ad on your smartphone/tablet, which of the following statements apply to you?
Q. Can you tell us why you say that? Not shown “Don’t know/not sure” = 36%
Base: Connected Smartphone Users who are also Connected Tablet Users n=609
SMARTPHONES – ASSISTING THE SALE
Q. And when you have used the internet on your mobile phone to find out more information about a
product or service, which of the following have you done as a result?
Base: Connected Smartphone Users who used mobile to find out more about product / service n=638
Among Connected Smartphone Users who use mobile internet
to find out more about a product or service to support a
purchase decision:
WHERE DO I START?
HOW MOBILE FITS INTO YOUR DIGITAL STRATEGY
Sponsorship and
Integration options
to align brands with key
environments
Sponsorship and
Integration options
to align brands with key
environments
Sponsorship and
Integration options
to align brands with key
environments
OWNED EARNED PAID
MOBILE MEDIA
MOBILE DESTINATIONS
M-SiteMobile Apps
Campaign Microsite
SOCIAL CHANNELS
FacebookTwitter
Google+ LinkedIn
And more
MOBILE ADVERTISING
Banners, Mrecs, Expandables.
SMS Mobile Search
WHY DO I NEED AN M-SITE?
WHY AN M-SITE?
Your normal site is NOT thumb friendly
WHY AN M-SITE?
Desktop video players are not always optimized for mobile
Can’t play
video on
mobile
WHY AN M-SITE?
Google will demote you if you don’t have a mobile optimized site.
search
rankings
lowered
MOBILE ADVERTISING
AD FORMATS
Mobile ad formats are now reflective of, and standardised like Online formats
DATA SOURCES
TARGETING
PERFORMANCE
HOW PERFORMANCE WORKS
Location request when
users first use an app
User accepts & location is
registered and data sent to ad-
server
Proximity based advertising
delivered
1 2 3
GEO-FENCING
TARGETING GPS HANDSET LOCATIONS
CREATIVE ENGAGEMENT
Education – Deakin UniversityGoogle Mapping API & Accelerometer Mashup
Moderate
Complexity
$5k
INTERACTIVE EXAMPLE
View here
5.27%CTR
Australian
Media First
CASE STUDIES
© COPYRIGHT 2013BIGMOBILE GROUP - PRIVILEGED AND CONFIDENTIAL
Charity Miles
© COPYRIGHT 2013BIGMOBILE GROUP - PRIVILEGED AND CONFIDENTIAL
Missing Children Mobile Search App
THANKS!