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Proving the Value of MobileAnswering the question for the first time ever, what is real value of mobile in
marketing based on empirical research
.Empirical Data from Coca Cola, AT&T, MasterCard and WalmartApril 2015
Greg Stuart
CEO
Mobile Marketing Association
MMA Membership800+ Marketers, Agencies, Media Sellers, Tech, Operators Globally
John Costello
President, Global
Mktg& Innovation
Dunkin’ Brands
Jack Philbin
Co-Founder,
President & CEO
Vibes
Carolyn Everson
VP Global Mktg.
Solutions
Brett Caine
President & CEO
Urban Airship
Peter Kuipers
SVP & CFO
Quantcast
Alex Moukas
CEO & Founder
Velti
Cameron Clayton
President, Digital
Group
The Weather Co.
Mike Baker
CEO & President
DataXu
B. Bonin Bough
VP, Global Media &
Consumer
Engagement
Mondelēz Int’l
Tom Daly
Group Dir., Global
Connections
The Coca-Cola Co.
Luis Di Como
SVP Global Media
Unilever
Jack Haber
VP Global Advertising
& Digital
Colgate-Palmolive
Peter Hamilton
CEO,
TUNE
John Kosner
EVP Digital & Print
Media
ESPN
Ilonka Laviz
Global Digital Mktg.
Dir. Global eBusiness
Procter & Gamble
Neal Mohan
VP, Display Adv.
Products
Dipanshu Sharma
Founder & CEO
xAd
John Trimble
CRO
Pandora
Wanda Young
VP, Media & Digital
Marketing
Walmart
2015 MMA Global Board of Directors
4/17/2015 Proprietary & Confidential 3
Curt Hecht
Global CRO
The Weather Co.
Amit Gupta
Co-Founder &
President U.S.
InMobi
Do you see it? Can you act on it?
Consumer’s have changed their Media behavior, have you changed your Marketing plans to keep pace
4
Mobile is the Greatest (Universal)
Transformation in Consumer Behavior
150x
Times we
check our
phone a day
5.3B
Total phone subs
worldwide
(25+%
Smartphone)
59%
U.S.
Smartphone
penetration
(2014)
80%
Never leave
home without
a phone
What Other Media Gets This Kind of
Commitment?
10Min
18-24 year olds check their
phones every 10 minutes
on average
75%
Americans admit to using phone
while in bathroom
65%
Parents believe their devices make them
better parents
68%
Place their mobile device next to bed while sleeping at
night
$kDollars
$MDollars
$BDollars
Truth is…until today, We didn’t know what is
the [real] value of mobile?
What is the value of mobile to your Business?
Can mobile help me meet my marketing goals?
What is the optimal mobile allocation for my campaign?
How can I make my mobile investment work harder?
Revolutionary Channel needed a Revolutionary
Approach.
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
Why SMOX is important/revolutionary
$2 million,20 companies,
3 Trade Groups, 7 major marketers
Global Perspective:• 5 studies so far
• 10 more coming
• Real in-market testing
• Versus entire mix (not just mobile)
14 5
Leveraging Mobile ad tech to target DID
Individual Level data for cross media exposure
Experimental Design for media allocation
Track multiple KPIs, perceptual or behavioral
Regression analysis to identify drivers
Budget Optimization Software to operationalize insights
2
36
Integrated Partners target DID of panelists
500K
Mobilepanel of
InsightExpress
checks for cross
over in panel and
sends list of
panelists back to
Networks
Ads, tagged by
InsightExpress,
are targeted to
panelist devices
Assess multiple
scenarios of cross
media exposure
and frequency
Brand KPIs
/attitudinal with
Surveys
Foot traffic
with actual
location data
Actual sales with
panel match
How it works: Thank you to Marketing
Evolution & Insights Express
Thank you to these Innovation Leaders
Supporters Partners
Association of National Advertisers
American Association of Advertising Agencies
The campaigns we tested cover the entire
purchase funnel
Awareness
Image
Purchase Intent
Foot Traffic
Sales
What is the value of mobile to your Business?
Can mobile help me better meet my marketing goals?
What is the optimal mobile allocation for my campaign?
How can I make my mobile investment work harder?
1. AT&T wanted to build AWARENESS
for the new moto X
Image
PurchaseIntent
FootTraffic
Sales
Awareness
TV PRINT
MOBILE DIGITAL
Mobile Delivered almost twice the Awareness
/Dollar vs.. other mediaTotal People converted with mobile vs.
campaign on averageDevice Awareness
AT&T Campaign on average
Mobile
1 1.9
x 1.9
Image
PurchaseIntent
FootTraffic
Sales
Awareness
2. MasterCard wanted to increase
association with Travel
PurchaseIntent
FootTraffic
Sales
Awareness
TV
SOCIAL
DIGITAL/MEDIA
Image
Mobile Delivered almost twice the
Image /Dollar vs.. other media
“Good Card To Carry When Traveling”
MasterCard Campaign on average
Mobile
1 1.7
x 1.7
Total People converted with mobile vs. campaign on average
PurchaseIntent
FootTraffic
Sales
Awareness
Image
3. Walmart wanted to drive Intent for
Back to School grocery
FootTraffic
Sales
Awareness
TV
MOBILE
Image
PurchaseIntent
24
DIGITAL
Mobile Delivered almost twice the
Purchase Intent /Dollar vs...other media
WalmartCampaign on average
Mobile
x 1.91.91
“Intent to Shop Back to School Grocery”
Total People converted with mobile vs. campaign on average
FootTraffic
Sales
Awareness
Image
PurchaseIntent
4. Coca Cola launched a campaign to
support it’s growth strategy for Gold Peak
FootTraffic
Awareness
Image
PurchaseIntent
TV PRINT
DIGITAL/MEDIA
OOH
Sales
Mobile worked harder than its share
and drove results across the BoardSales
of sales6%
Total People converted with mobile vs. campaign on average
Gold Peak Campaignon average
Mobile
Top of MindAwareness
HomeBrewed Taste
Gold Peak Campaignon average
Mobile
4.81 1.81
FootTraffic
Awareness
Image
PurchaseIntent
Sales
of budget5%
Well, can mobile help me meet
my marketing goals?
YES. Mobile drives results across
the entire purchase funnel
What is the value of mobile to your Business?
Can mobile help me better meet my marketing goals?
What is the optimal mobile allocation for my campaign?
How can I make my mobile investment work harder?
Our empirical data suggest that based on its
impact mobile should be 8%-16% of the mix
Image
PurchaseIntent
FootTraffic
Sales
AwarenessMobile Optimized %
8% 10% 10% 16%
Reallocation to mobile would bring double
digit lift in awareness
Or convert entire city of Chicago to be aware
+12%Increase in Awareness
Reallocation to mobile would change
perceptions for nesters/empty nesters
Or convince enough empty/nesters to fill all the
Hotel rooms in Greece
+7%Increase in Image
Reallocation to mobile would bring double
digit lift in Intent
or cover all the schools in NJ with back to
school supplies
+15%Increase Purchase Intent
Reallocation to mobile would increase actual
sales by 4%
enough bottles to pave the way to Toronto
+4%Sales
So what is the optimal allocation
for mobile in the mix?
DOUBLE DIGITAim for a
Mobile allocation in your total marketing mix
Key Questions
Can mobile help me better meet my marketing goals?
What is the optimal mobile allocation for my campaign?
How can I make my mobile investment work harder?
Mobile Video improved results for Coke.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile Video
Mobile Display
320
100 100
650
Effectiveness at
High Frequency
350
Manage frequency or rotate creative
Save video creative would produce stronger
results vs.. TV with lower cost
Mobile Video
TV
40
100 100
450Better ROI!
Effectiveness at
low frequencyPrice
Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile Native
Mobile Display
500
100 100
1000
Effectiveness at
High Frequency
300
Manage frequency or rotate creative
Location and format Interact:
And REALLY drive Foot Traffic
Expandable Units
Pencil Units
Reta
rgete
d
Pro
xim
ity
40%12%
No Lift 10%
Depending on the category, Context Targeting
can add significant valueDay of the week* Time of Day**
130
100 100
1290
Weekday vs.. Weekend targeting
Time of the day targeting for industry with Strong Time of Day Dynamic
Without targeting
Withtargeting
AB testing can significantly increase impact
+ figure out BEST practices for Creative
AB testing and
optimization
No optimization
Better Creative Relevance to Demo
100 100
170120
Optimization focus ROI Upside (based on SMoX)
1. Optimize by Format(display size, audio, video, native, social)
20%-40%
2. Leverage Location targeting(Audience, proximity targeting & role of creative)
20%+
3. Leverage Context targeting(Time of the day, day of the week)
20%+
4. Build on Creative(AB testing, relevance by target group)
40%-60%
Total 100%-160%
ROI Upside (expert opinion)
+ 80%
+120%
+ 60%
+ 200%
+ 460%
But can Mobile be made to work even
harder. But what is the opportunity?
4/17/2015 Proprietary & Confidential 52
Image
PurchaseIntent
FootTraffic
Sales
Awareness
+7% +15% +4%
+17% +29% +7%With Mobile Best Practices
Agreement with brand
image
Intent to shop Offline Sales
Agreement with brand
image
Intent to shop Offline Sales
+12%
+18%
Awareness
Awareness
Increase in Overall Campaign Performance
Applying the learnings: Improved Results
4/17/2015 Proprietary & Confidential 54
Image
PurchaseIntent
FootTraffic
Sales
AwarenessMobile Optimized %
8% 9% 10%
12% 12% 15%
Mobile Optimized With Best Practices
16%
20%
Applying the learnings: Invest more in mobile
4/17/2015 Proprietary & Confidential 55
Image
PurchaseIntent
FootTraffic
Sales
AwarenessMobile Optimized %
8% 9% 10%
With Best Practices & Increased Smartphone Penetration
16%
20%-30%
Increases in smartphone penetration will
further take it to a whole NEW level
4/17/2015 Proprietary & Confidential 56
Key Questions
Can mobile help me better meet my marketing goals?
What is the optimal mobile allocation for my campaign?
How can I make my mobile investment work harder?
Mobile drives results across the ENTIRE purchase funnel
Aim for a double digit mobile allocation in your total marketing mix
Optimizing your mobile investment can increase its impact by up to 160%, or more
1.0 1.2 1.5 1.8 2.2x1.0 2.0
8.1
20.3
32.8x
1.02.5
5.0
10.4
18.6x
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2002 2003 2004 2005 2006
X Increase in Internet Spending from BaseFor 7 Brands* that Conducted Online Studies
Industry Online Spending Avg. Brand Spend Avg. Company Spend
Historical View: What impact can SMoX have?
* 7 brands analyzedJohnson & JohnsonNestle BeverageProcter & GambleKraftFordTargetAstraZeneca
4/17/2015 Proprietary & Confidential 59
1. Bring SMoX in-house to your marketing teams.
Are there others that should see this?
And, then continue dialogue at MMA CEO & CMO
Summit (or the 17 other events, 50 webinars, etc MMA has)
July [email protected]
3. Adopt a 3-Point Plan for Change. MMA can help
1. Get internal agreement to change2. Set a goal!
• Make it a public event
3. Connect to mobile industry/solutions– MMA Mobile Marketing Day– MMA webinars/MMA events/education
Opportunity Doesn’t Come Around Very Often.
There is no reason for any individual to have a computer in his home. Ken OlsonCo-founder Digital Equipment Corp.1977
“A computer on every desk and in every home”
Bill GatesFounder, Microsoft1980
Net Worth: $79.2 billion
Opportunity Doesn’t Come Around Very Often.
Sometimes We See It.
“My local mall does more business in an afternoon than the entire Internet in a month? Even if there were a trustworthy way to send money over the Internet—which there isn’t—the network is missing a most essential ingredient of capitalism: salespeople.”
Clifford StollAstronomer & Computer expert1995
A $1,000 invested at the IPO for Amazon would be worth $240,000 today. Jeff BezosFounder, AmazonFounded 1994
Net Worth: $34.8 billion
Opportunity Doesn’t Come Around Very Often.
Sometimes We See It. Sometimes We Don’t.
“Cellular phones will absolutely not replace local wire systems.”Marty CooperCell phone inventor 1981
Net Worth: $100 million
Mobile Marketing AssociationHere to lead the greatest transformation in marketing we’ll see in our generation
Thank You!
Seizing the Mobile Opportunity