Upload
casino-marketeer
View
613
Download
1
Embed Size (px)
DESCRIPTION
Mobile advertising is still in its infancy but it is expected to grow to $5.7 billion in the next five years. How has the explosion in mobile applications impacted mobile marketing practices? What impact will this most recent wave of smart phones have on mobile video and other more immersive adverting environments? What types of advertising works best on "dumb" phones? Which marketers are actually advertising in mobile and which sellers are attracting the most revenue?
Citation preview
7/9/2009
Wired:
Connecting to the Mobile Marketing Revolution
comScore Mobile
Evan Neufeld, VP + Senior Analyst, Mobile
2© comScore, Inc. Proprietary and Confidential.
Agenda
– About comScore
– The Evolution of Mobile
– Mobile Content Usage & Adoption
Mobile Advertising
Case Studies
3© comScore, Inc. Proprietary and Confidential.
DEMOGRAPHICS• Self-reported and validated
• Appended Segments (e.g. Claritas, Acxiom)
• Individual & Household Level
WEB VISITING & VIEWING• All Web Site/Page Click Stream
• Content Viewed
• Search Engine Queries
• Keyword Used
SURVEYS• E-mail or Contextual “Pops”
• Behavior-activated Surveys
• Observation of All Surveys Taken Across All Suppliers
ONLINE TRANSACTIONS• All Secure Session Activity
• Purchases and Subscriptions
• Price Paid, Shipping & Handling, Promotions
• Applications/Configurations
MARKETING STIMULI• Online Ads
• Referral Links
TV VIEWING• Link to Digital Set Top TV Data
using name and address
comScore Customer Knowledge Platform: A 360°View of 2 Million Global Internet Users
Designed to be representative of the online population
Projectable to the total US population
TRUSTe certified for information privacy & security
OFFLINE PURCHASING• Linked using Name and Address
• Client CRM Databases
• Retailer Loyalty Card Data
• IRI Scanner Panel Data
4© comScore, Inc. Proprietary and Confidential.
comScore/m:metrics Provides a Comprehensive Set of Tools to
Measure Mobile Marketing ROI
MobiLens
– Connects data on mobile consumer behavior, content merchandising
and device capabilities for an unparalleled view of the U.S. and
European mobile media landscape
Mobile Metrix
– Direct behavioral measurement of the most active
mobile media consumers
Ad Metrix Mobile
– The who, what, where and when of advertising on the mobile web
Brand Metrix Mobile
– Measures the attitudinal impact of your Mobile Advertising
comScore Mobile solutions offer unprecedented visibility into the mobile ecosystem
5© comScore, Inc. Proprietary and Confidential.
M:Metrics Clients Define the Mobile Ecosystem
2008 Q1
6© comScore, Inc. Proprietary and Confidential.
Evolution…
7© comScore, Inc. Proprietary and Confidential.
What does a “phone” do?
Capabilities:
1) Initiate phone calls
2) Receive phone calls
3) In one place
Capabilities:
1) Initiate phone calls
2) Receive phone calls
3) On the move
4) Text
5) Game
6) Maps
7) News
8) Watch TV/Video
9) Alarm clock
10) Etc.
~1900 1983 2009
Capabilities:
1) Initiate phone calls
2) Receive phone calls
3) On the move
8© comScore, Inc. Proprietary and Confidential.
Market Growing, But Slowing Down
Overall growth of mobile subscribers slowing (+3% YoY)
– Carrier growth dependent on winning customers from competitors
– Data services driving revenue growth
– Handsets and content experiences becoming key
226,000,000
233,000,000
200,000,000
210,000,000
220,000,000
230,000,000
240,000,000
US
May-08 May-09
+3 %
9© comScore, Inc. Proprietary and Confidential.
Voice No Longer the Killer App:
Mobile Browsers, Application Users and Downloaders
(Mobile Media Users) Growing 24% Year on Year
35% of mobile users are now using a media service that connects to the network (other than SMS, MMS
or voice)
An additional 29% of the market also use text messaging (SMS), with the remainder just using voice
services
The number of ‘Just Voice’ users has fallen 18% year on year, from 45% to 35%
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
30.0
35.6
27.0
28.0
29.0
30.0
31.0
32.0
33.0
34.0
35.0
36.0
37.0
% M
ark
et
% Mobile Media Users
Mobile Media, 35.6%
SMS (and not mobile
media), 29.5%
Just Voice, 35.0%
Market Segments
10© comScore, Inc. Proprietary and Confidential.
Crackonmics Of Usage In Full Effect
Light, infrequent usage quickly turns into frequent, more immersive usage
Every Day Usage 2x YoY Growth In New & Information Category
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
41%
28%
31%
Accessed News & Information
Every Day
At least once each week
Once to three times throughout the month
11© comScore, Inc. Proprietary and Confidential.
One of the Major Reasons for Mobile Media Growth is the
Improvement in Device Technology
Over 48% of users who have a mobile device that is 6 months old or less now use mobile media
(browsing, downloading or application usage)
As devices improve a greater % of people use media services when they get a new handset
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
41.5
49.0
36.0
38.0
40.0
42.0
44.0
46.0
48.0
50.0
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905
% M
ark
et
% of users with 6 months old device or less who are mobile media users
12© comScore, Inc. Proprietary and Confidential.
The PC Internet Took Off When People Moved From Dial-Up to
Broadband. Mobile Will Be The Same
When the network speed gets faster (3G) and cost come under control (data plans) people are more
likely to use more mobile media services
Unlimited data plan subscribers grew by 43.1% year on year in US
79% of unlimited data plan subscribers and 48% of 3G device owners are mobile media users
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
27.7
36.4
12.0
16.7
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905
% M
ark
et
Growth of Market Enablers
3G Unlimited Data Plan
13© comScore, Inc. Proprietary and Confidential.
To Keep Things In Perspective of 233mm Mobile Subscribers,
About 29mm are Smart Phone Users
Rapid, exponential growth over last year
Distinct Demographic Skews (Males, 18-44)
Disproportionately contributes to key non-voice services
– 3x as likely to mobile browse mobile web
– 3x as likely to use a mobile app
– 2x as likely to send photos or videos
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 35,520
Microsoft24%
Symbian3%
Palm8%
RIM42%
Apple20%
Google3%
Smart Phone Penetration (by OS)
Non-Smart88%
Smart12%
Smart vs. Non-Smart Phones
14© comScore, Inc. Proprietary and Confidential.
Mobile Prime Time Is … All of the Time
Early Morning (M-F 6am-8am)
Daytime (M-F, 8am-5pm)
Evening (M-F, 5pm-11pm)
Late Night (M-F, 11pm-6am)
Weekends (Sat-Sun, all day)
Series1 2,232,170 5,523,428 4,967,532 2,939,906 4,921,808
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Su
bs
Segments By Day Part
Product: Mobil Metrix
Data: Three month average ending March 09
Country: US
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Series1 4,150,723 4,219,376 4,464,265 4,291,464 4,162,219 4,167,212 3,870,306
3,400,000
3,600,000
3,800,000
4,000,000
4,200,000
4,400,000
4,600,000
Su
bs
Segments By Day of Week
Ubiquitous usage of smart phones across time and days
Variations based on content type & access method
15© comScore, Inc. Proprietary and Confidential.
There are 1031 Separate Devices Being Used to Access Mobile
Media in US,
Top mobile media
devices
dominated by
touchscreens and
smartphones.
Top 6 devices
represent 11.4%
of mobile media
users, top 20
devices – 23.9%.
Although the
iPhone gains a
large amount of
publicity it
currently only
represents 7% of
mobile media
users.
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
16© comScore, Inc. Proprietary and Confidential.
Mobile Content Usage & Adoption
17© comScore, Inc. Proprietary and Confidential.
Device Technology, Data Speeds (3G) & Data Plans Enable the
Mobile Internet to Take Off but Content & Services Drive up-take
There are many services available on Mobile Devices, ranking their popularity gives context
Top 5 activities all relate to SMS, camera and messaging services
Mobile games top mobile content genre
Strong growth in news and info services, music and all connected services, e.g., e-mail and IM
Applications show second highest annual growth rate at 111.3%.
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
Ranking Activity # Users % Users % Year on Year Change
Total Market 233,000,000
1 Sent text message to another phone 138,594,169 59.5% 21.0%
2 Took photos 105,089,843 45.1% 15.8%
3 Used network services for photos/videos 73,914,853 31.7% 30.9%
4 Sent photo directly to another phone 67,861,046 29.1% 29.8%
5 Received an SMS Ad 58,918,660 25.3% 33.1%
6 Changed to native ringtone 57,023,057 24.5% 7.8%
7 Played games 55,369,263 23.8% 13.4%
8 Set graphics with camera 55,180,472 23.7% 14.1%
9 Changed to native graphics 51,986,263 22.3% 18.3%
10 News or Info via Browser 47,719,265 20.5% 42.3%
11 Transferred photo to PC 46,348,715 19.9% 29.0%
12 Used email 42,294,361 18.2% 41.5%
13 Captured video 40,914,935 17.6% 32.3%
14 News or Info via SMS 32,918,510 14.1% 84.5%
15 IM 31,584,004 13.6% 63.0%
16 Made own ringtone 30,266,148 13.0% 27.5%
17 Listened to music on mobile phone 28,253,239 12.1% 51.4%
18 News or info via app 24,515,366 10.5% 111%
19 Uploaded video to computer 22,148,994 9.5% 51.3%
20 Listened to Music Transferred from PC 21,236,408 9.1% 48.4%
18© comScore, Inc. Proprietary and Confidential.
Information Snacking Genres Dominate Mobile Browsing with
Search the Entry Point
Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc
Financial services starting to gain transaction
Top web brands translating to mobile web
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 39,241
50%47%
39%32%32%
26%25%
24%23%
20%19%
19%17%17%
16%16%
15%14%
13%13%
0% 10% 20% 30% 40% 50% 60%
Web search
News
Sports information
Financial news
Tech news
Business directories
Bank accounts
Classifieds
Gaming information
Dating service
% of news and info browsers
Top Mobile Browsing Genres (excluding social networking)
19© comScore, Inc. Proprietary and Confidential.
12% of Mobile Owners Now Listen to Music on their Device.
Up 60.4% Year on Year
Majority of growth coming from listening to music sideloaded from PC, however streaming and
purchasing OTA starting to cause some up lift.
25% of mobile music listeners now DON’T sideload from PC, this has grown 80% year on year.
The number of people downloading music over the air (OTA) has grow 47% in 6 months. In the six
months previous it grew just 0.6%.
The iPhone is having a significant effect. 16% have downloaded OTA, this represents a 23% market
share. 8.8% have also listened to streamed music, a 25% market share.
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 39,241
8.3%
12.1%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905
% M
ark
et
Mobile Music Trends
Listen to Music Sideloaded Music From PC Downloaded a song OTA
20© comScore, Inc. Proprietary and Confidential.
Programmed Video Users (broadcast or on-demand) Growing
19.3% in 6 Months
This does however only represent 2.6% of the market, with on-demand the access method of choice at
1.9% compared to 1.0% using broadcast linear TV services
High levels of growth are coming from consumers watching video which has been transferred, either
direct from a PC (65% in 6 months) or from another phone (72.2% in 6 months)
Once again the iPhone is having its effect. 20% of Apple owners watch programmed video, giving it a
21% market share
Mobile video users are primarily 18-34 year old males…prime candidates for advertising
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 39,241
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
200808 200,809 200810 200811 200812 200901 200902 200903 200904 200905
% M
ark
et
Mobile Video Trends
Broadcast TV On-Demand Video Transferred Directly from PC Transferred from another phone
21© comScore, Inc. Proprietary and Confidential.
The Mobile / PC Connection:
24% of Mobile Users Connect their Device to their PC *
* Connecting device to the PC defined as those who transfer photos / videos to their PC or sideload music
or video’s to their mobile phone from their PC.
With the hype surrounding apps stores (iTunes apps store, Andriod Market, BlackBerry Apps World, Ovi
Store, etc) this figure has significant interest. Downloading apps directly from PC to devices removes the
need for data charges when downloading and provides a significant threat to operators app store
ambitions.
77% of iPhone, 60% of HTC G1 (Android) and 60% of Blackberry Storm users connect to their device to
their PC.
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
19.2%
24.7%
15.0%
17.0%
19.0%
21.0%
23.0%
25.0%
27.0%
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905
Connected Phone to PC
22© comScore, Inc. Proprietary and Confidential.
The Mobile / PC Connection: Online & On Device Browsing
Facebook usage is surprisingly similar on mobile and PC
mobile users
spend 24 minutes
on facebook,
average 3.3 visits
per day.
PC users spend 27.5 minutes per
day; average 2.3 visits.
23© comScore, Inc. Proprietary and Confidential.
DIRECTORIES
WEB SITE USAGE% mobile users accessing
content via PC
% PC users accessing
content via mobile device
Site visitation lift (increase in Internet site visitor
base due to mobile visitation)
64% 2% 1%
28% 1% 4%
43% 4% 6%
Business Directories Category
64% 5% 3%
Yellowpages.com Expands Reach by 6% with its Mobile Website
Cross-Platform
Website Reach
Product: Cross Media Panel
Data: Feb 09
Country: US
24© comScore, Inc. Proprietary and Confidential.
Top Apps for News and Info Show Maps and Local Information
Prominent
61% of iPhone users have used an app in a month for news and info and momentum is growing, 6
months ago 47.8% of iPhone owners used an app.
In comparison 46.0% of HTC G1 (Android) and 46.3% of Blackberry Storm owners use an app for news
and info.
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520
39.7%
37.2%
24.3%
18.1%
17.6%
16.2%
15.9%
15.8%
15.3%
13.7%
13.5%
12.8%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Maps
Weather
Search Engines
News
Traffic
Entertainment News
Sports Info
Restaurant Info
Movie Info
Finance News
Finance Account Access
Business Directories
% of news and info apps users
Top Mobile Apps Genres (excluding social networking + games)
25© comScore, Inc. Proprietary and Confidential.
New iTunes App Tracker Service Shows Top Mobile Apps
Downloaded From iTunes in US
Games, Entertainment and Social Networking Dominant Apps Downloaded via iTunes
Source: comScore iTunes Mobile App Report
Country: US
Application Penetration of Installs Category Developer
Tap Tap Revenge 32% Games Tapulous, Inc.
Backgrounds 27% Entertainment Stylem Media
Touch Hockey: FS5 26% Games FlipSide5, Inc.
Facebook 26% Social Networking Facebook, Inc.
Pac-Man 24% Games Namco
iBowl 24% Games SGN
MySpace Mobile 23% Social Networking MySpace.com
Google Earth 22% Travel Google Inc.
Labyrinth 22% Games Codify AB
Pandora 21% Music Pandora Media, Inc.
Flashlight 19% Utilities John Haney
Virtual Zippo Lighter 18% Lifestyle Moderati Inc. and Zippo Manufacturing Co.
Movies 18% News Flixster
Hangman 18% Games Jamsoft
Bubblewrap 18% Entertainment Orsome Software Ltd.
Lightsaber Unleashed 17% Entertainment Lucasfilm Ltd
Shazam 17% Music Shazam Entertainment Ltd.
Mazefinger 16% Games ngmoco
Cube Runner 16% Games Andy Qua
Sol Solitaire 15% Games Smallware LLC
Crazy Penguin Catapult 15% Games Digital Chocolate Inc.
Topple 15% Games ngmoco
Sudoku 14% Games Mighty Mighty Good Games
Remote 13% Entertainment Apple
26© comScore, Inc. Proprietary and Confidential.
?
27© comScore, Inc. Proprietary and Confidential.
Is the Mobile Marketing Glass Half-Empty or Half- Full?
Pros
– Critical mass of consumers
– Paradigm shift in usage
– Attractive marketing platform
– Devices hit a trifecta of feature, function, and price
Cons
– Fragmented usage (sms vs. browsing vs. applications)
– USP is a bit unclear
– Too many devices
– Smartphone's are great but are still far from mainstream….
28© comScore, Inc. Proprietary and Confidential.
Mobile Advertising: Where On the Hype Curve Are We?
29© comScore, Inc. Proprietary and Confidential.
Accessing Content: Can There Only be One?
Total Browsing Application SMS
Parent Brand
Projected
Subs
Reach %
Within
Category
Projected
Subs
Reach %
Within
Category
Projected
Subs
Reach %
Within
Category
Projected
Subs
Reach %
Within
Category
AOL 20,057,880 29.2% 13,315,646 24.4% 10,409,536 27.6% 6,576,864 24.5%
Google 32,406,796 47.2% 27,459,101 50.4% 10,780,186 28.6% 8,083,838 30.2%
Microsoft 16,950,356 24.7% 12,251,127 22.5% 8,097,822 21.5% 3,507,565 13.1%
Yahoo! 33,202,529 48.4% 26,039,991 47.8% 14,943,369 39.6% 11,175,954 41.7%
Other 56,721,203 82.7% 47,766,579 87.6% 20,432,478 54.2% 9,523,640 35.5%
Total 68,588,594 100.0% 54,525,005 100.0% 37,704,757 100.0% 26,793,354 100.0%
Usage increasingly fragmented across 3 primary access methods
Jury still out on what modes of access (if any) will predominate & the respective strengths & weaknesses
of each method
30© comScore, Inc. Proprietary and Confidential.
Mobile Web Drawing Diverse Advertisers
Mobile Advertising: Not Just About Ringtones Anymore
31© comScore, Inc. Proprietary and Confidential.
Mobile Advertising Starting to Look Like all Advertising…
NON-MOBILE INDUSTRIES RANKED BY SHARE OF AD
INSTANCES
Rank April
2009
Rank
May 2008
Consumer Discretionary - Broadcasting & Cable TV 1 2
Consumer Discretionary - Movies & Entertainment 2 12
Consumer Discretionary - Automobile Manufacturers 3 3
Consumer Staples - Personal Products 4 18
Consumer Discretionary - Hotels, Resorts & Cruise Lines 5 4
Telecommunication Services - Wireless Telecommunication Services 6 30
Information Technology - Communications Equipment 7 11
Information Technology - Internet Software & Services 8 13
Information Technology - Application Software 9 7
Consumer Discretionary - Apparel, Accessories & Luxury Goods 10 44
Information Technology - Computer Hardware 11 8
Consumer Discretionary - Education Services 12 53
Consumer Staples - Food Retail 13 22
Consumer Discretionary - Homebuilding 14 No Ads
Industrials - Aerospace & Defense 15 5
Consumer Staples - Packaged Foods & Meats 16 27
Consumer Discretionary - Automotive Retail 17 16
Consumer Discretionary - Computer & Electronics Retail 18 6
More promotion of ‘traditional’ industries over the last year: Personal Products, Apparel,
Packaged Foods, Food Retail
32© comScore, Inc. Proprietary and Confidential.
Procter & Gamble – May Display Ads
Over 350 different creatives
Product Advertised: Covergirl LashBlast and Covergirl Outlast Lipstain
Ads ran on over 100 of the 530+ mobile websites Mobile Ad Metrix
monitors
33© comScore, Inc. Proprietary and Confidential.
Lots of Mobile Web Inventory to go...
100% 100% 100% 100%94% 93% 92% 87% 84% 82%
75% 75% 75% 72% 67% 65% 64%
43%
79%
0% 0% 0% 0%6% 7% 8% 13% 16% 18%
25% 25% 25% 28% 33% 35% 36%
57%
21%
Ad Monetization by Genre, April US
Paid Ads House Ads
1/5th of all inventory are house ads
Supply/Demand dynamic reminiscent of early internet
34© comScore, Inc. Proprietary and Confidential.
Case Studies
35© comScore, Inc. Proprietary and Confidential.
Case Studies: SMS
The Perfect Tool to Reach “Less Smart” Phone Users
SMS Ads:
Offer product/service received
Projected
Subs
as
%
YoY
Growth
Downloads for mobile phone
15,347,682 6.7% 21.8%
News or information
7,430,017 3.1% 55.0%
Mobile phone or plan 10,022,942 4.6% 31.4%
Entertainment 7,100,772 3.0% 57.9%
Clothing/Fashion 3,725,525 1.6% 128.6%
Restaurants 3,638,702 1.4% 75.0%
Cars 3,276,447 1.6% 166.7%
Food 3,664,558 1.7% 88.95
Financial services 5,814,964 2.4% 50.0%
Consumer electronics 4,174,461 1.6% 60.0%
Travel 3,720,195 1.6% 60.0%
Other 3,142,913 1.5% 36.4%
Unknown 6,917,771 3.0% 11.1%
100% platform compatible
1 in 2 consumers actively text
1 in 4 actively receive SMS marketing
Product: MobiLens Data: Three month average ending May 09 Country: US - N=
35,520
36© comScore, Inc. Proprietary and Confidential.
Case Study: Targeting
African-Americans & Hispanics on Mobile Devices
Total Subs in US 232mm
– African - American 18.6mm (7% vs. 14% of total population )
– Hispanic 16.8 (7.2% on mobile vs. 15.1% of total population)
Product: MobiLens
Data: Three month average ending march 09
Country: US
N= 35,629
7%
1%
4%
7%
4%
77%
Mobile Subs (by ethnicity)
African American
American Indian; Eskimo; Aleut
Asian; Native Hawaiian; or other Pacific Islander
Hispanic
Other
White
Regional
Distribution Midwest Northeast South West Total
New York
State
Hispanic 1,747,280 2,937,055 5,974,365 5,751,234 16,409,934 1,346,438
African-American 2,930,861 3,009,468 9,761,531 2,453,748 18,155,607 1,491,147
37© comScore, Inc. Proprietary and Confidential.
Case Study: Targeting
African-Americans & Hispanics on Mobile Devices Summary &
Recommendations
Mobile is an attractive platform to engage your target groups
– Small but active group on-device
While African-American & Hispanics share may traits, significant
differences in behavior need to be taken into consideration in your
marketing efforts
– iPhones vs. Blackberries
Targeting & Demographic considerations key
– Factoring in carries key to help marketing efficiencies
– Younger skews must be factored into messaging
Content behavior suggest strategy:
– Heavy content consumption suggest media placements in both browsing
and application environments
– Heavy SMS usage suggest including text messaging updates and offers as
part of your campaign as well
– Interest in news and information category suggest potential for campaign
specific apps/ information delivery mechanism
38© comScore, Inc. Proprietary and Confidential.
Case Study: Mobile Provides Excellent Opportunity for Advertisers
to Target Affluent Demographics
For example Cartier (Watches) or business solutions such as IBM and Verizon use mobile advertising
Mobile advertising provides a unique opportunity to target by device.
The data below shows that 40% of Blackberry (RIM) and Apple device owners earn over $100,000.
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 39,241
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
% P
en
etr
ati
on
Un
iqu
e U
sers
Devices Owners with Income $100,000+
Unique Users - Income $100,000+ % Income $100,000+
39© comScore, Inc. Proprietary and Confidential.
Case Study: Financial News and Tech News Provide the Greatest
% of Browsers with Income $100,000+
Over 37% of financial news and 32% of tech news browsers earn over $100,000 per year providing the
best targeting for advertisers searching for this demographic.
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 39,241
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Web search News Weather Sports information
Financial news Entertainment news
Tech news
% P
en
etr
ati
on
Un
iqu
e U
sers
Mobile Browsers with Income $100,000+
Unique Users - Income $100,000+ % Income $100,000+
40© comScore, Inc. Proprietary and Confidential.
Case Study: Nearly 60% of Blackberry Device Owners Who
Browse Financial News Sites Have Income $100,000+
By combining device and content genre information it is possible to increase targeting.
40% of Blackberry (RIM) owners, 37% of financial news and 32% of tech news customers have income
$100,000+.
The combination of Blackberry and financial news increases the penetration by 17.5 percentage points.
Product: MobiLens
Data: Three month average ending March 09
Country: US - N= 39,241
58.0%
51.4%
40.5%37.3%
32.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
BlackBerry Financial News Browsers
BlackBerry Tech News BlackBerry Owners Financial news Tech news
% in
co
me $
100,0
00+
% Income $100,000+
41© comScore, Inc. Proprietary and Confidential.
Case Study: Sprint Targets Their Competitors Customers
Marketers targeting users by device type
Sprint using targeting to entice competitors customers
to change carriers
42© comScore, Inc. Proprietary and Confidential.
BMx surveys are available on any phone capable of browsing the web
Measuring The Attitudinal Impact of Mobile
Campaigns
Typical Measures Include
Demographics
– Age, Gender, Income
Awareness
– Unaided & Aided
Favorability
Purchase or other intent
Ad or Message Recall
Campaign specific questions
43© comScore, Inc. Proprietary and Confidential.
Benchmark your Success with our Mobile Norms Data:
In Many Cases, Mobile Is More Effective Then PC
Point lift based on
exposure Delta Brand
A
Delta Brand
B
Delta Brand
C
Delta Brand
D
Average
Delta
Online *
Top of mind awareness of
brand+12 +1 +18 --- +1
Total awareness of brand --- +3 -3 --- +2
Awareness of ad +16 +16 +8 +8 +3
Likelihood to recommend
brand +4 +1 +1 --- +1
Purchase consideration +4 +0 +7 +4 +4
* comScore norms based on online, not mobile campaigns. Additionally, different scales were used to calculate
recommendation and purchase consideration questions.
44© comScore, Inc. Proprietary and Confidential.
Case Study: Media Mix & Response
Mobile Media Audience Receptive to Advertising
“I’m tempted to buy products I’ve seen advertised”
25
30
35
% o
f m
ed
ia c
on
su
mers
wh
o
ag
ree
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
45© comScore, Inc. Proprietary and Confidential.
90
100
110
120
130
Responded to SMS advert Responded to DM
Ind
ex
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
Coke Zero drinkers Responsiveness
Case Study: Media Mix & Response
Potential Greater Effectiveness than DM
46© comScore, Inc. Proprietary and Confidential.
So, In Summary…
Perfect storm of function, features, demand & (almost) price has arrived
Evolving carrier & OEM business models make on device marketing an increasingly
interesting proposition
29mm Smartphone users can’t be wrong …..
But neither can 200mm + “dumb” phones ….
Connecting the PC to Mobile dots is critical going forward ….
We have only seen the tip of the content usage iceberg (same can be said of
advertising)
Mobile is a big (brand) tent …..
Ignore market projections and shift money to mobile based on goals and audience
It’s all about targeting …..
Campaign Measurement is key to understanding impact and competitive dynamics
Thank You.
For more information, please contact
comScore Mobile [email protected]
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™