Mobile Marketing Association
KRISTYN CLEMENT
Director, Research & Insights
AT&T AdWorks
©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Marketplace
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Smartphones Continue to RiseThe mobile landscape is getting smarter. Now, nearly 1 in every 2 mobile phone consumers owns a smartphone and that number will continue to rise.
U.S. Mobile Phone Users 2012: 242.8 MM
Non-Smartphone users: 127
MM
47.7%52.3%
Smartphone users: 115.8
MM
Projected growth of
smartphone users in 2013:
137.5 MM
Source: eMarketer 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Currently, about 1 in 4 U.S. consumers now owns a tablet and that number is projected to rise to 1 in 3 in 2013.
33.7 Million Tablet Users
79.1 Million Tablet Users
108.6 Million Tablet Users
2011 2012 2013
Tablet Penetration is Growing Fast
Source: eMarketer 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Usage at Home
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Multi-Screen Usage is a Big DealOf the consumers who own a smartphone, tablet and/or laptop, 67% of them frequently use their second screen while watching TV.
Always NeverSometimes
24%
33%
23%
35%
27%
8% 7%
23%
31%
25%
14%
8%
Smartphone Tablet
Laptop
Frequently
Seldom
Frequency of Using Devices While Watching TV
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012; Based to those who own each device. Due to rounding, percentages may not add up to exactly 100%.
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
87% 94% 43% 66% 23% 48%Multi-tasking activities
unrelated to the TV program being watched
Accessed content related to the TV
show being watched
Viewed show-related content that was being
synched with TV content in real timeOwn 1 mobile
deviceOwn 2 mobile devices
91% 53% 23%
Own 3 mobile devices
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012. Mobile devices include laptop, smartphone and/or tablet
Multi-Tasking Mobile Device BehaviorsThe more devices owned, the more second screen content is consumed.
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Usage In-store
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
70% of smartphone owners have done at least 1 of the following activities while using their phone in a store:
Checked the price of an item from competitorsLooked up shipping info for an item
Sent a picture prior to purchase to get an opinionContacted someone (call, text or email) to get their opinion
before purchase
Used a coupon on your smartphoneScanned a QR
code
Reviewed a product description to get more informationPurchased a product online after seeing it in-store
Check to see if an item is available for in-store pickup
35.2%16.4%15.7%
32.9%25.4%
22.4%
28.6%24.3%
24.3%
15.6%
Comparisons:
Promo Actions:
Advice:
Research:
Checked to see if item is in-stock at another store
Looked for discounts, coupons or offers online
18.9%15.7%
Read product reviews
Source: AT&T AdWorks Custom Online Study, Compete, Sept. 2012
Mobile Usage In-store
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Interstitial unit delivered a 5% CTR and 10% in unit engagement
Generated more than 34,000 coupon downloads saved in mobile phone’s photos (extending the life of the campaign)
6% redemption rate of product samples at participating stores
ChicagoCosmetics
Click for Free
Sample
Interstitial unit delivered a 5% CTR and 10% in unit engagement
Generated more than 34,000 coupon downloads saved in mobile phone’s photos (extending the life of the campaign)
6% redemption rate of product samples at participating stores
ChicagoCosmetic
s
Click for Free
Sample
AT&T AdWorks ran a mobile coupon campaign for a cosmetic company that offered free product samples to customers in store. The campaign was targeted to women in the Chicago DMA.
The campaign included both banner ads and interstitial ads with the ability to download a coupon and save it as a photo on a mobile phone. The ad units also featured a store locator screen with a map locating the closest participating stores to redeem the coupon.
Campaign Results:
Case Study: Mobile Coupon Campaign
Source: AT&T AdWorks Internal Campaign Data, 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Technology Snapshot
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Near Field Communications (NFC)
“Nothing gets you closer to your consumer than mobile.”- CEO, Digital Industry Organization
2D/QR Codes
Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012
AT&T AdWorks recently conducted primary research
to evaluate different mobile technologies in the
marketplace including 2D/QR Codes and NFC. This
research looked at the selected mobile technologies
from both a Consumer View and a Marketer View.
Using Mobile Technology as a Tool
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
• 1-in-5 smartphone owners has used NFC which is dependent on owning an NFC-enabled phone
• Primarily used for streaming media, mobile payments, and location check-in for rewards. Potential for use in informative and promotion based content
• 62% of current users are ‘very satisfied’ with their experience(s)
• Top reasons for dissatisfaction: not enough usage opportunities available today, and took too long for content to load
• 2-in-3 current users describe the technology as intimidating to use
• Less than half of smartphone owners have ever used 2D/QR codes…despite them being available for several years
• Primarily used to learn more about products, obtain coupons, interact with ads, and look up information about a location
• Only 46% of current users say they were ‘very satisfied’ with their experience(s)
• Reasons for dissatisfaction: lack of valuable content, content taking too long to load, information was not what was expected
• 40% of current users claim they are intimidating to use
2D/QR CodesNear Field Communications (NFC)
Consumer View: Disappointed with QR codes; Pleased with NFC experience
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012
Mobile Marketing Association
Marketer View: Missed opportunity with QR codes; NFC opportunity looks promising
©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
2D/QR Codes
• Technology was forced on consumers; consumers were not well educated on how to use the codes
• Saw promise in QR codes but overzealous application in ads far outpaced the consumers’ adoption of the technology
• Value propositions were squandered by poor execution. Given the lack of success, marketers are moving on to the next mobile technology
“We didn’t see usage despite industry trying to force it on consumers.”
“Consumers are confused. It needs to be embedded and intuitive to gain usage.”
Near Field Communications (NFC)
• Positive and optimistic outlook of the technology
• Applying the lessons they learned from QR codes to nurture this new mobile tool by capitalizing on the connection it provides between the digital and physical world
• Anticipate NFC usage to be strongly linked to mobile payment depending on broad point of sale (POS) adoption
“Barriers are lower for accessing content…you don’t have to start up an app like with QR codes.”
“The day is coming, but not within the next year.”
“Connecting mobile and POS is going to be huge. It’s going to open up a lot of opportunities – very exciting.”
“We have gone too far down the road where consumers think the experience is going to suck.”
Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Ad Landscape & Best Practices
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Mobile Ad LandscapeMobile spend has been slowly increasing, yet not as fast as the increase in the amount of time consumers are spending on their devices.
1.6%
Share of time spent using media daily Ad spending share
11.7%The Daily
Media
Share of Average Time Spent on Mobile Among Adults vs. Ad Spend in US
Source: eMarketer Sept. 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Banners
Rich Media
Video
SMS$ M
illion
s
2010
2011
2012
2013
US Mobile Ad Spending by Format
US Mobile Ad Spending is IncreasingeMarketer projects mobile ad spend to steadily increase, with banner and rich media formats predicted to increase most quickly.
Source: eMarketer Sept. 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
86%
10%4%
65%
24%
11%
Standard
VideoRich MediaStandard
VideoRich Media
Share of Impressions Delivered by Device: 2012
Impressions Delivered by DeviceAdWorks saw an increase in the number of mobile campaigns during 2012. Clients have been buying more and more in tablets, but smartphone still dominates as the primary mobile ad device.
Source: AT&T AdWorks Internal Campaign Data, 2012
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Average Mobile Audience Network CTR by Ad Type on Smartphones and/or Tablets
Standard
Rich Media Video
0.68%1.03%
2.06%
+ + +
CTR Trends by Ad TypeCTR is impacted by several factors, but trends exist when evaluating the performance of different ad formats. Standard banners tend to deliver lower CTR than rich media and video placements.
Source: AT&T AdWorks Internal Campaign Data, 2012. Only campaigns delivering 100K+ impressions were included.
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
28%
15% 14% 12% 14% 11% 12% 10% 13%
25%
18%15%
12%19%
8%15%
10%
16%
36%
45%
42% 47%
47%
48%
48%
44%
48%
9%18%
22% 23%
18%
27%20%
30%
21%
3% 7% 6% 6% 5% 6%
I love itI like itNeutralI dislike itI hate it
Consumer Perceptions: Ad Features
Digital Ad Unit Type: Consumer Rating
Ads that provide a built-in value proposition – either monetary and/or informational – are rated more positively by consumers
Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Based on Shop Alert ad concept evaluations (n=605)
“I like the timely savings… I wouldn’t have to worry about coupons when I shop.”
Likely to Click On or Interact With Ad Type
(% Top 2 box )
Smartphone
Tablet
PC / Laptop
36%
22%
25%
20%
21%
24%
Other Ad Concepts Mobile Shop Alerts
Restaurants 52%
Electronics 43%
Food Products 38%
Health & Beauty 37%
Top 5 Vertical Fit
Example 1: Shop Alerts
Base: owners of each device
Apparel 47%
Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
More likely to remember
Feel more positive about a brand
Stands out from other ads
Makes me want to learn moreClick on ad
Visit website
Remember seeing the ad
0%
50%
Mobile Shop Alerts Other Ad Concepts
Read the offer
Redeem the offer
Tell a friend about the offer
40.3%
37.5%
26.8%
% Top 2 box Likely To(Assuming ad was for a product/service you are interested in)
% Top 2 box Likely / Agree
“It would tempt me to go to a participating store.”
38% agree (top 2 box)…“An ad like this would help me discover new store locations I wasn’t aware of.”
Based on Shop Alert ad concept evaluations (n=605)
Example 1: Shop Alerts
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Likely Click on or Interact With Ad(% Top 2 box )
Automotive 62%
Apparel 55%
Electronics 42%
Appliances 7%
Housewares 36%
Top 5 Verticals Fit
“I like that I can view the product of interest at every angle and interact with it.”
Example 2: 360° Product Viewer
Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
Smartphone
Tablet
PC / Laptop
17%
30%
33%
22%
19%
23%
Other Ad Concepts 360 Degree Product View360° Product Viewer
Based on 360° Product Viewer ad concept evaluations (n=610)
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
% Top 2 box Likely To / Agree
% Top 2 box Likely To / Agree
Recall interacting with and ad like this: 12%138 Index to other ad concepts
Based on 360° Product Viewer ad concept evaluations (n=610)
More likely to remember
Feel more positive about a brand
Stands out from other ads
Makes me want to learn moreClick on ad
Visit website
Remember seeing the ad
0.0%
50.0%
360° Product Viewer Other Ad ConceptsRotating the product and/or changing the color
Help me understand the advertiser’s products / services
An ad like this would be fun to interact with
Seeing product options visually makes the product more interesting
More likely to purchase a product if featured in an ad like this
35%
40%
39%
45%
21%
Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013
Example 2: 360° Product Viewer
(Assuming ad was for a product/service you are interested in)
Mobile Marketing Association ©2013 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T
Keep the ads simple but effective. Include several clear and large calls to action for smartphones and reserve heavy content rich media ads for tablet.
Incorporate a mix of ad units to maximize reach and optimization opportunities. The “right” mix of ad units is highly dependent on the details of the campaign. But, in general, standard banners are economical and tend to work well for conversion, while rich media works better as a branding and engagement tool.
Include rich media interstitial ads which tend to perform well and provide a different element to more standard ad buys.
Click-to-video banners and video ad units are easy to build, do not require long lead time, and allow advertisers to leverage online creative assets.
Ad unit “fit” matters. Certain ad types work better for tablet or smartphone and for specific verticals/product types.
Best Practices for Mobile Ad CampaignsTips for maximizing the effects of your mobile campaign.