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Capitalizing on Mobile Moments that Matter
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Good News for the Industry…
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Auto is the Top 5 Mobile Advertising Vertical -- with spend growing by
236% in 2011
Number of Automotive Entities Advertising on Mobile 169%
increase
Bad News For Me…
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None of Us Win With Mobile Ad Spend Alone
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Advertiser Months Advertised
Jan Feb Mar Apr May Jun July Aug Sep Oct
Lexus
BUICK
Chevrolet
Toyota
Mazda
Honda
Kia
Ford
Nissan
Subaru
Source: Nielsen Ad Relevance Jan~Oct 2011
The Purchase Path Has Changed
5
6
57% laptop
ownership
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53% smartphone
ownership
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19% tablet
ownership
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The Year of Smartphone Came Early for
Kia
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Surfing on the couch
Searching on the go
Seeking info, deals on the go
The Way We Engage Has Changed
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70% of
tablet and
68% of
smartphone owners said
they use their
devices while
watching
television
TV and Mobile Are Irrevocably
Connected
Mobile traffic
surged by 47%
on the day of
Super Bowl
Page views per
visit increased
by 56% during
the same week
FLASH POLL
The top 3 most searched categories via mobile devices?
Mobile Users Are Looking for Us
Mobile search is used 32% more than PC search
Smartphone users search over 20x per month on their phone
71% of smartphone users have used search after seeing an ad
29.6% Restaurants
16.8% Autos
% of Overall Google Queries that are Mobile (by category)
Source: Google company presentation, Macquarie Capital, March 2011
15.5%
Consumerele…
Our Window of Response Has
Decreased
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70% mobile searches result in a call to a business, visit or purchase within the same day 51% of auto searches result in purchases • 49% of mobile users
wanted to purchase within the same day
70% consumers use mobile to
investigate vehicles
Automotive Shoppers Look to Mobile to Research Purchases
Source: Greystripe US smartphone audience 2/11
Role of Mobile in Your Car Purchase
Top of the Funnel Cannot Be Ignored
Source: Jumptap 2011; Auto Shopper Behavior Study, Google & Compete 2011 17
While visitors to online auto sites are growing at 30% year over year,
visitors to mobile auto sites have grown 463%, more
than 15 times the rate of growth for online visitation
Speeding Forward
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Smartphones Will Dominate Social
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441 minutes per month
391
minutes per moth
Yet Not All Mobile Sharing Is
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Preferred when sharing
content more casually
at larger scale
Preferred when sharing
with a specific group of
people for specific
purposes
66% of sharing on
Kia tablet site is via email
48% of sharing on
Kia mobile site is via Facebook
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Rise of Tablets Will Happen Even Faster Than Smartphones
Tablet visits will surpass smartphone visits by January 2013 and generate over 10% of website visits by early 2014
Tablet Is A Digital Marketers’ Do-
Over
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Do not extend a device, extend the
user Tablet and phone
analytics indicate
different usage
focus – tablets skew
toward
“consideration”
while phone skews
“action”
Users Gravitate to Different Devices Based on Needs
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Choose Color
Choose Add-ons
Build Your Initiation
Summary Page
54% Leave Site
16% Leave Site
ACTION
On the tablet site, upon viewing the price estimate for a customized Kia, 37% view another model, 14% rebuild the same vehicle
When users build & price their Kia on the mobile site, they already know which vehicle they want – very rarely do they view another model, 16% rebuild the same vehicle
CONSIDERATION
Since Launching a Tablet Customized Site, Improvements Across All KPIs
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Return visits by 80%
Quick quotes by 45%
Visits by
50%
Dealer searches by 114%
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Change Will Only Accelerate
Mobile has tipped the scale of consumer control forever
Smartphones and tablets will become the largest source of consumer insights
Prioritize your efforts to understand the always connected consumer vs. the technologies
Thank You
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