May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

Organized by

Title Sponsor Gold Sponsors

Silver Sponsors

MRMW Chicago May 27-30, 2014 #MRMW

Workshop Sponsors

Association & Education Partners

Networking Reception

Sponsor

Event App

Partner

Media Partners

MRMW Chicago May 27-30, 2014 #MRMW

THE ROLE OF MOBILE IN THE MEDIA MIX

CORTNEY HENSELER

DIRECTOR, CONSUMER ANALYTICS & RESEARCH

advertising.aol.com

WHAT IS THE BEST USE OF MOBILE IN DIGITAL MARKETING?

GEOLOCATION SERVICES

GEOFENCING SHOWROOMING MOBILE COUPONING

INDUSTRY-ACCEPTED WISDOM

“34% OF IN-STORE CUSTOMERS COMPARE PRICES ON

MOBILE DEVICES”

“LOCATION-BASED SERVICES CAN PUT

BUSINESSES ON THE MAP”

“SHOPKICK BEAMS COUPONS TO YOUR PHONE AS YOU WALK

THROUGH THE MALL”

“WHY EVERYONE SHOULD BE SHOPPING ONLINE – WHILE

ACTUALLY IN STORES”

“WALMART WANTS COSTUMERS TO USE ITS APPS

IN STORES”

“HOW BETTER LOCATION DATA COULD MEAN MORE

TARGETED MOBILE ADS”

HOW PEOPLE USE THEIR

MOBILE DEVICES

7

ACROSS AOL BRANDS

Source: All AOL O&O brands, AOL Omniture reporting suite

8

ACROSS DIGITAL: 54%

Source: comScore, Dec 2013

47% 42%

12%

TIME UNEQUALLY DISTRIBUTED

0 200 400 600 800 1000 1200

Business/Finance

Search/Navigation

Sports

XXX Adult

Classifieds

Lifestyles

General News

Directories/Resources

Technology

Gaming Information

Personals

Family & Youth

e-mail

Portals

Retail

Retail - Movies

Multimedia

Photos

Radio

Online Gaming

Instant Messengers

Games

Corporate Presence

Social Networking

Mobile

Desktop

Mins per user per month Source: comScore, Mar 2013

WE THOUGHT SOMETHING WAS

MISSING

HUMAN TRUTHS

MISSING

MEASURED THE ENTIRE

SMARTPHONE EXPERIENCE

ACTIVITIES VALUE OF

ADVERTISING

LOCATION

SATISFACTION

MOTIVATION GOALS APP OR MOBILE

WEBSITE USED

TOTAL SAMPLE: 1,051

AGES 13-54

3,010 MOBILE MOMENTS

QUALITATIVE QUANTITATIVE METERED

MOBILE IS MOST OFTEN NOT

ACTUALLY MOBILE

68% OF ALL MINUTES ARE AT HOME

SEVEN SHADES OF MOBILE

ACCOMPLISH SOCIALIZE PREPARE

ME TIME DISCOVER SHOP EXPRESS

ACCOMPLISH

ME TIME

SHOP

ACCOMPLISH

ME TIME

SHOP

ACCOMPLISH

ME TIME

SHOP

DIFFERENT BEHAVIORS

SAME MOTIVATION

ME TIME ME TIME ME TIME

WHICH IS THE BIGGEST?

ACCOMPLISH SOCIALIZE PREPARE

ME TIME DISCOVER SHOP EXPRESS

ME TIME ACCOUNTS FOR HALF

ACCOMPLISH SOCIALIZE PREPARE

ME TIME DISCOVER SHOP EXPRESS

11% 19% 7%

46% 4% 12% 2%

BRANDS ARE MISSING THE

OPPORTUNITY IN ME TIME

46%

23%

12%

39%

19%

36%

11%

47%

7%

27%

4%

17%

37%

2%

SHOP ME TIME SELF-EXPRESS ACCOMPLISH PREPARE SOCIALIZE DISCOVER

SIZE AD EFFECTIVENESS

ALIGN THE CREATIVE

MESSAGING WITH NEEDS

8%

8%

8%

10%

11%

11%

15%

16%

18%

24%

26%

41%

GIVE ME CONTROL

KEEP ME IN THE KNOW

HELP ME SOLVE A PROBLEM

LET ME CLICK ON THE PRODUCT & EXPLORE THE …

HELP ME SAVE TIME

HELP ME FIND WHAT I NEED

HELP ME DISCOVER SOMETHING NEW

HELP ME SAVE MONEY

INFORM ME

BE RELEVANT TO MY INTERESTS

MAKE ME LAUGH

ENTERTAIN ME

DESIRED AD QUALITIES

THIS MADE US THINK ABOUT

MOBILE CONTENT EXPERIENCES

TRADEOFFS WHEN DEPRIVED We asked people to go one day without their favorite device…

People would not do the task.

"I just occupied myself with other things. I

put new wheels on the lawn mower and

cut the yard. Cleaned.”

“A day with out my computer is very

unproductive.”

WITHOUT A

COMPUTER…

We asked people to go one day without their favorite device… TRADEOFFS WHEN DEPRIVED

People felt completely disconnected.

“I really just missed using it to text. I

especially missed it after I got home from

work and had not a lot to do. So I started

cleaning. At least I was more productive at

home then.”

“I was out yesterday for a while doing

errands and that is when I was the most

anxious without it. It made me a bit nervous

that my children, husband & family

members couldn't get a hold of me.”

People would not do the task..

"I just occupied myself with other things. I

put new wheels on the lawn mower and

cut the yard. Cleaned.”

“A day with out my computer is very

unproductive.”

WITHOUT A

SMARTPHONE…

WITHOUT A

COMPUTER…

We asked people to go one day without their favorite device… TRADEOFFS WHEN DEPRIVED

People found a way to get their tasks

done on either a computer or

smartphone.

“The main thing I missed about my tablet

was the convenience of going straight to

what I want to do at the push of a button

and knowing exactly how to execute each

step, even with my eyes closed.”

“We were needing to look up an address

but without the tablet, we had to boot up

the laptop to search for the address.”

People felt completely disconnected.

“I really just missed using it to text. I

especially missed it after I got home from

work and had not a lot to do. So I started

cleaning. At least I was more productive at

home then.”

“I was out yesterday for a while doing

errands and that is when I was the most

anxious without it. It made me a bit nervous

that my children, husband & family

members couldn't get a hold of me.”

People would not do the task.

"I just occupied myself with other things. I

put new wheels on the lawn mower and

cut the yard. Cleaned.”

“A day with out my computer is very

unproductive.”

WITHOUT A

TABLET…

WITHOUT A

COMPUTER…

We asked people to go one day without their favorite device…

WITHOUT A

SMARTPHONE…

TRADEOFFS WHEN DEPRIVED

BETTER OFF TOGETHER?

SHAPLEY ANALYSIS:

Shapley Values • Assigns value to each member of a coalition based

on individual contribution toward a success metric.

• Enables decision-making in situations when best

choice isn’t available

• Accounts for complexity inherent in the real-world

Common Use Cases • Allocate shared profits fairly among a coalition of

contributors

• Choose which flavors of a product line to stock and sell

• Determine order for rolling out new software features

BORROW FROM GAME THEORY TO QUANTIFY VALUE

35%

49% 52% 54% 60%

65% 67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Smartphone Tablet PC/Laptop Smartphone & Tablet

Smartphone & PC/Laptop

Tablet & PC/Laptop

Smartphone & Tablet & PC/Laptop

Intent to Visit Regularly

One

Screen

Two

Screens

Three

Screens

CONSIDER ALL SCENARIOS

PC, TABLET VIEWING DRIVE INTENT TO VISIT REGULARLY

0.28

0.24

0.14

Computer Tablet Smartphone

Shapley Values

Shapley calculation based on intent to revisit content

website after forced exposure on device

USING SHAPLEY TO EVALUATE DEVICES

42%

36%

22%

Normalized Values Shapley Values

Values represent share of visit intent driven

by each device. Attribute 28% of intent to

visit favorite content site regularly to the

computer.

The computer drove 42% of visit intent that

was observed, calculated by normalizing the

Shapley values .

28%

24%

14%

0%

25%

50%

75%

100%

Shapley Value

Computer Tablet Smartphone

67% intend to visit

favorite content

regularly after

viewing on devices

2X

+5%

=

GENERATIONS SPLIT OVER TABLET V. SMARTPHONE

TABLET TWICE AS VALUABLE AS

SMARTPHONE FOR 35+

SMARTPHONE MORE VALUABLE TO UNDER 35

SET THAN OVER 35

CONTENT ON PC EARNS EQUAL VALUE

0.17

0.13

0.19

0.27 0.29 0.29

18-34 35+

Smartphone

Tablet

Computer

Shapley Values

Shapley calculation based on intent to revisit content after forced exposure on device

=

2X

4X

VALUE OF DEVICE SHIFTS BASED ON CONTENT TYPE

COOKING CONTENT VALUED ACROSS

SCREENS

TECH ON TABLET IS 2X PC OR PHONE

NEWS/SPORTS 3.8X VALUE ON PC AS ON

SMARTPHONE

Fashion-Home

Auto

Finance-Banking

News-Sports

Cooking-Food

Entertainment

Tech

Computer Tablet Smartphone

Shapley calculation based on intent to revisit content after forced exposure on device

Shapley Values

CROSS-SCREEN SYNERGIES 2 SCREENS

38

Increase in intent to visit when shown two screens,

compared to average lift of single screens

28% 23% 24% 24% 23% 22%

18%

Cooking/ Food

Cooking/ Food

Entertainment Fashion/ Home

Finance/ Banking

Finance/ Banking

News/ Sports

36% 44% 35%

TABLET DRIVES INTENT TO VISIT TECH CONTENT

SATISFY OR FEED MY CURIOSITY

VISIT TO GET NEWS OR INFO THAT IS

INTERESTING TO ME

DISCOVER SOMETHING NEW

0.14

0.29

0.17

PC Tablet Smartphone

Shapley Value Intent to revisit after forced exposure to favorite tech site on device

Motivations (no variation by device) Why people visit tech content

TAKEAWAYS

CONVENTIONAL WISDOM IS

OFTEN WRONG

MOBILE ISN’T ALWAYS MOBILE

(ME TIME @ HOME)

TABLETS CONTRIBUTE

A TON OF UTILITY TO CONTENT

NEED TO UNDERSTAND THE MOTIVATION – NOT

JUST THE BEHAVIOR

THE OPPORTUNITY IS MUCH GREATER

THAN JUST GEOLOCATION

SERVICES

THANK YOU!

CORTNEY HENSELER

DIRECTOR, CONSUMER ANALYTICS & RESEARCH

advertising.aol.com

Title Sponsor Gold Sponsors

Silver Sponsors

MRMW Chicago May 27-30, 2014 #MRMW

Workshop Sponsors

Association & Education Partners

Networking Reception

Sponsor

Event App

Partner

Media Partners

MRMW Chicago May 27-30, 2014 #MRMW

May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

Organized by