Welcome to the New First Screen

Mobile Advertising and Marketing

Millard Brown Study

“The future is mobile”

“The future is mobile”

Finland

Estonia Norway

National emergency alert

Voting Tax returns via SMS

Spain

SMS signatures legal

2025

1.3 1.4

4

2.7

1.5

6.8

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Landlinesubscribers

Televisions Radioreceivers

Internetusers

Computers Mobilesubscribers

Mobile Moment (June 2014)

48 hours

Of video are uploaded to YouTube ever minute

300M

photos are uploaded to Facebook everyday

Average Time with Major Media

19%

19%

5% 37%

12%

3% 2% 3%

Online Mobile Digital TV Radio Newspapers Magazines Other

WHAT IS YOUR CURRENT AD SPEND ON MOBILE?

Digital Identity is Worthless –

Digital Footprint is Priceless

(Tony Fish)

5.1B Global SMS (text) users

1.1B 218M

Facebook users Twitter users

Monthly Active Users

Text May Not Be Sexy, BUT…..

• 90% of all text messages read within 3 minutes of delivery

• 95% within the 1st 15 minutes • Over 99% read by the recipient

SinglePoint Conversational Advertising

SMS versus email

90 min to respond to an email

90 sec to respond to a SMS

Text May Not Be Sexy, BUT….. • 90% of all text messages read within 3 minutes of delivery • 95% within the 1st 15 minutes • Over 99% read by the recipient

SinglePoint Conversational Advertising

• Text: – CTR 14.06% Conversion 8.22%

• Email: – CTR 6.64% Conversion 1.73% (average 33% change yearly)

• Internet Display – CTR 0.76% Conversion 4.43%

• Direct Mail – Response 1.4-3.4% (Conversion < 1%)

DMA 2010 Response Rate Trend Report

Mobile Barcodes

• QR (Quick Response) Code: 1992 – Denso-Wave (Toyota)

• Additional storage capacity accommodates a variety of data beyond numbers: – Text – Hyperlink – Telephone number (Phone call) – Email (Send message) – Contact entry (vCard or meCard)

30 characters 3,296 alphanumeric 1,000 characters

Tesco HomePlus QR Shopping (South Korea)

• Nov 2010 – Jan 2011 • 10,287 online store via mobile • Members rose 76% • Online sales 130%

QR Codes

Pros • Can link to your web site

Cons • Can lose buyers

QR Codes

Pros • Can be a great way to

promote your business or campaign

Cons • You can link to a porn site

QR Codes

Pros • Can be beautiful

Cons • Require a signal

QR Codes

Pros • Can be placed anywhere

Cons • A 3-story drop can be costly

Email

• 79% of users read email – higher than those who use it to make calls (Adobe)

• More email read on a mobile than on desktop

email client or webmail (Litmus)

• 56% of mobile purchases motivated by marketing

inspired by email

• Conversion rates 2x that of desktop

Augmented Reality • Yelp

– See restaurants – Click to get ratings and

reviews

• Zagat RETINA – Can interact & virtually

walk down the street – Click to get full review and

details

AR Pages in Tesco Magazine

Click-through rate (average)

Click-through rate (best)

15%

60%

Volkswagen Beetle

• Utilizes – standard billboards, – bus shelters, – traditional print-based media property

Mobile-based searches

Smartphone users have searched for local info

25%

95%

Understand Your User • The local mobile user

– Your future customers are literally around the corner and mobile can get them in your door

– 75% of mobile searches trigger a follow-up action – 1.89 average number of follow-up actions per mobile search

– 94% of smartphone users search for location info

– 51% visited a store

– 48% called a store

– 29% made a purchase in-store and did so quickly

Mobile searches at home or work

On the go

77%

17%

Of consumers won’t bother with a non-mobile optimized web site or

will turn to a competitor

Of users say they won’t recommend a business with a poorly designed

mobile site

76%

57%

McDonald’s Interactive Billboard

• Photo Catch – Using cell phone camera – Get one free

• Pick & Play – No app – picknplay.se – Geo-location – Play on big screen in real-

time – Last 30 sec get digital

coupon w/directions

WHAT DO YOU THINK OF ADVERTISING

When mobile specific features are used, these rates are even higher

Desktop Mobile

CTR (Click Through Rate)

0.08% 0.35%

Interaction Rate 1.94% 15.60%

Awareness Lift 2.00% 5.00%

Purchases Intent Lift

1.00% 4.00%

Location-Based Ads

• Geofencing

• Geo-conquesting

• Geo-behavioral

• Retargeting

Location-Based Ads

• Nearly 70% of smartphone access is spent out of the home or on-the-go

SenseNetworls/YP 2014

In Person

77%

23%

Where purchases are made (IBM)

89%

65% 65% 57%

Restaurant Retail

Immediacy of Consumer NeedsLooking for business within 5 miles

Insights

Restaurant • Proximity • Timing • KISS • Plan metrics that matter

Retail • Geo-fencing might be too

late • Sometimes location doesn’t

matter • Target people not places • Get smart about mobile

coupons – geo-conquest

Location-Based Service

• Check in • Find friends • Share on social networks (FREE word of mouth) • Unlock rewards

20,000,000

Location-Based Service

• Launched in 2009 • 3 million check-ins/day • 5 billion check-ins • 11 languages

20,000,000

Shopkick (Proximity Marketing)

SCVNGR – Buffalo Wild Wings • Take pics of friends,

sauciest wing in the basket, fans of rival teams, crowd going wild…

• Rewards for completed challenges included: – $5 off (3 points), – a free Coca-Cola (20

points) and – free wings (30 points)

• Could share to Facebook & Twitter

Results • Players generated 20,000+ challenges • There were 184,000 unique players • 1 in 3 players returned to play again • 100 million social impressions via

Facebook and Twitter. • On average, a player spent 90

seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations during the campaign.

Now has an established database of 184,000 people for its next campaign

18B Apps downloaded

in 2011

45B Apps downloaded

in 2012

Time on Smartphone

Apps 64%

Other 36%

App Half-Life (The Dirty Little Secret)

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News Health,business,

communication

Shopping,media, lifestyle,

travel

Social Games

Lose half of users within 3 months of reaching peak number of monthly active users

North Face (China) • Stake virtual claim • Live score kept on web &

outdoor electronic board • 18 days

• > 2 million unique visitors to web

• > 651,000 red flags planted • Champion > 4,000

Web App Browser Requires connection Somewhat limited capability Static Interface

Installed Can work offline Full phone features Interactive

Speed

Development Costs

App Store

Approval Process

NFS is at a really early stage,

but the possibilities are limitless

People Aren’t Waiting

Bluetooth Low Energy (BLE) v NFC

• 33-164 feet

• iPhone

• 75% of market in 18 months

Macy’s / American Eagle

“Put your best people on mobile.”

Cannot put them down

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Britons Americans Italians

Time (hours)

2 out of 3 people look at phones while driving

What billboard?

Mobile Marketing Strategy

33% of marketers have no defined strategy

Mobile: The Next Mass Media

Legacy • Print • Cinema • TV • Radio • Internet

Mobile: The Next Mass Media

Legacy • Print • Cinema • TV • Radio • Internet

MOBILE • Permanently carried • Always connected • Built-in payment • Augmented reality • Audience measurement • Capture social context of

consumption

• and finally…

Mobile is Personal

NOW, WHAT ABOUT THAT MOBILE MARKETING BUDGET?