Mobile Marketing Association 1
Mobile Marketing Association 2
Mobile Marketing Association 3
Andy Vogel, SVP, Digital/Mobile
Mobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.
IAB Board for Mobile Center of Excellence Tribune:
Top 6 ComScore in traffic with 8 daily newspapers, including the Chicago Tribune and Los Angeles Times, 23 broadcast stations, including #1 news in LA, NYC, and Chicago
75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaigns
Founder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at cars.com
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Top Takeaways Smartphones a near-majority. Nearly 60% of mobile consumers now
have them, up more than two-fold since 2009.
Mobile video becoming mainstream. 39% of smartphone users say they regularly watch video on their phones. Only 11% of all mobile users said they watched mobile video in 2009
Broad base of activity, Most 2009 mobile activities were of the obvious on-the go type – email, telephony, social media, gaming, and music. Today, a variety of 20+ activities show double-digit mobile usage.
Mobile replacing the PC as the go-to device. Over 30% of mobile users prefer to get weather and listen to music on a phone instead of a computer. Tablet users prefer tablet to PC for video content on this platform.
Industry standards are developing. The Mobile Marketing Assoc. and Interactive Advertising Bureau and Direct Marketing Assoc. are closely coordinating the release of advertising standards along with consumer best practices.
Mobile Marketing Association
Big Winners: Tablets & Smartphones•Biggest current market. Strongest in
younger demos, but broad installed base. •Evolving and relevant advertising platform•Multiple OS platforms with clear monetization distinctions •Preferred device for on-the-go activities such as weather, games, music, maps, and social networking
•More male, younger, higher HH. Intenders skewing older•iPad is clear market share leader, few content consumption or monetization differences between platforms•Broad content consumption, but fewer “Killer Apps”•Tablet users view tablets as their preferred device for many types of content and information, including reading and video
Mobile Marketing Association
The Big Picture: The Smartphone Has Become The Most Important Consumer Device
I can’t live without my
smartphone (83% overall, 85% Android & iPhone)
I use my smartphone every
day(88% overall, 91%
Android, 89% iPhone)
Base: Total mention, N=4,000 Q.1 Which of the following devices would you not be able to live without? Select all that apply.Base: Those who own/use devices;. Smartphone N=1,973; Cell Phone N=2,813; Wireless Tablet N=802; eReader N=833Q2A-D. About how often do you use the following devices?
49%of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities
Mobile Marketing Association
Smartphone User: Skews Male and Tops in All Under 50 Demos
% Smartphone user (composition)
Sample Size 1,973 (49% of total population)
Male 55%
Female 45%
12-17 10%
18-24 20%
25-34 27%
35-49 27%
50+ 17%
100K+ income 21%
Tablet user 35%
White 55%
African American 15%
Hispanic 21%Base: Smartphone user N=1,973QEA-D. Which best describes your ownership and/or usage of the following devices? I own a and use a smartphone or owned by someone else in home and I use a smartphone
67% of AA mobile consumers
65% of Hispanic mobile consumers
42% of White mobile consumers
69% of that demo owns or uses a smartphone
Huge with 25-34s
Mobile Marketing Association
Smartphone Rapidly Becoming like US - Intenders Skew Older and Female
Base: Cellphone only, smartphone intendersQ1.1 Even if already owned, how likely is it that you or anyone in your household will purchase (for yourself) or receive one of the following within the next 12 months? Probably or definitely will purchase a smartphone
% cell phone only-user intending on purchasing a smartphone
(composition)
Sample Size 371 (21% of cell phone only population)
Male 43%
Female 57%
18-24 10%
25-34 13%
35-49 29%
50+ 49%
$100K Income 14%
Tablet users 9%
eReader users 10%
Landline 70%
Older demos moving quickly to smartphones and becoming a large addressable audience on the platform
Rapid Transition
Mobile Marketing Association
Tablet Data Highlights
I share it(41%)
I’ve used a newspaper
or magazine app(53%)
I ‘m happy with my tablet
(77% top 2 box)
I take it with me
(42%)
Its my preferred device for
reading(69% vs. PC, 58% vs. Newspaper,
Magazine, or eReader)
Mobile Marketing Association
Tablet Takeaways•Exponential growth
•In the early stages iOS seems to be the dominant player, but lower-priced Android devices now making a volume play
•Print potential•Usability and enhanced features are driving consumers to show a clear tablet reading preference. Advertising is compelling and continuing to evolve
•Monetizable platform•Nearly 80% of tablet owners have paid for an app
Mobile Marketing Association
Sources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007.’ - Measuring the Information Society (2101). ITU. * CTIA 2011 and comSscore 2010
Industry Timeline:1990 2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced
2004 mobile tops 1 billion
2006 mobile tops 2 billion
2007 mobile tops 3 billion
2008 mobile tops 4 billion
2009 mobile tops 4.6 billion (4G introduced)
2010 2010 tops 5.3 billion
Roughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010)
The Ubiquity of Mobile
3.75 Billion Unique
5+ Billion Other Devices
North America:• 292 million mobile subscriptions• 235+ million unique users
Mobile Marketing Association
Mobile Advertising Delivery Mediums
Mobile Web SMS/MMS Mobile Video Apps
• Static/Animated/Rich Media Banners
• Text Ads
• Expandable Ad Units for iPhone and Android
• Interstitials for iPhone and Android
• Text Ads in SMS or MMS
• Picture messaging in MMS
• Pre-roll video• Post-roll video• Banner (Idle Screen)• Rich Media Ad Units
(In App)
• Static/Animated Banners
• Text• Interstitials• Wallpapers• Interactive Ad
Units
Different Ad Executions
Other Ad channels: Voice, Bluetooth, Search
Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
Mobile Marketing Association
Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel
40%
37%
37%
37%
33%
76%
58%
69%
62%
57%
Ads Seen:
Any Channel
53%84%/
Look for More Info On:
Look for More Info On:
Future of Mobile Advertising, 2010
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Mobile Ads More Effective vs Other Media
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Mobile Ad Campaign Effectiveness
Mobile Marketing Association
Mobile Web On the Rise
Source: Sharma Consulting (2010)
Source: Sharma Consulting (2010)
Android OS
Apple OS
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Mobile Marketing Association 18
Strong Mobile Trends for Leading Social Companies
Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
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Mobile Influenced Sales & Engagements
Find local store hours
Get driving directions
Browse What’s
Near Me Now
Locate a business
on maps
Search near My Location
Find friends nearby
1 in 3 mobile search queries have local intent
Call a local business
Source: Kelsey Group as presented by Google, 2o11
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Upcoming Trends
Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
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Upcoming Trends
Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
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Upcoming Industry Standards
MMA is in close coordination with IAB and DMA on joint standards creation 1st pass advertising unit guidelines slated
for January 2012 MRAID (Mobile Rich Media Ad Interface
Definitions) just released by Mobile Center of Excellence Board via IAB
Consumer Best Practices via MMA Ad Serving Guidelines underway via
Mobile Publishing Cmte via MMA
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Appendix
Mobile Marketing Association
How To Approach Mobile Strategy
Identify Goals Validate Hypotheses Execute
Brand Building Consumer Engagement
PromotionDirect Marketing
Direct Sales Content Distribution
Usage BehaviorContent Strategy and Testing
Platform StrategyMessage Effectiveness
Purchase IntentConsumer AttitudesTechnology Adoption
Distribution PathsPotential Partners
Integrated Marketing/ Communication Plan
Content DevelopmentContent Optimization
Ad Optimization
Understanding how mobile fits in to your overall
media and communication strategy is key
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Will Google’s Dominance in Search Translate to Mobile?
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Mobile Influenced Commerce
Source: Booz & Company, 2010
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1941 First Television Advertisement
Mobile Advertising has only existed for about 10 years