mma smox presentation slides by rex briggs

Smart Mobile Cross Media Effectiveness(SMoX.me)

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MMASmart Mobile Cross Media Effectiveness

(SMoX.me)

Rex BriggsMarketing Evolution

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Everything

is different

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For the first time…

2013: we spend more time on digital than on TV

2014: we spend more time on mobile than on PCs

Source: emarketer

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Nothing brings you closer to people

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Everything is

the same

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US advertisers now spend just 7 cents per US adult per hour spent on mobile

Print

TV

Radio

Online

Mobile

$0.83/h

$0.17/h

$0.13/h

$0.12/h

$0.07/h

Source: emarketer

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Why not invest more in mobile marketing?

Top two Reasons

1. Tight budgets/ We can’t afford to decrease spending in other channels

2. Difficulty to measure impact of mobile and compare to other channels

47%

46%

Source: MMA/Neustar marketer study, N=400

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Market was Slow To Adapt To Digital

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Learning from the past:A New Tool – That Engaged Marketers

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What Changed?

You can’t change the way people think.

You can give people tools, the use of which will change their thinking.

- Renowned Inventor Buckminster Fuller

Engaged Marketers Changed Their Spending, And Influenced the Market

“Rex Briggs and Marketing Evolution are single handedly responsible for saving Online display advertising.” - Jim Nail, Senior Analyst, Forrester

The New Tool is

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SMoX.me Smart Mobile Cross Marketing Effectiveness

An industry research initiative designed to scientifically assess the return on investment of

mobile and its optimal allocation in the marketing mix, drawn from real world results. 

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SMoX Objectives

Assess the role and relative value of Mobile elements: Display, Mobile Video, Mobile Audio, Messaging, social, coupons etc.

Assess the impact of mobile on brand KPIs & Sales and determine the optimized percent of mobile in the full cross channel mix. 1 2

SMoX Supporters and Partners

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http:///

PARTNERSSUPPORTERS

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}Methodology: Single Source Panel

Effectiveness Exposure Panel

Next-day Survey / Brand

KPIs

Panel match with sales data

Passively track

Passively track

OTS

OTS

Optimization: Calculating the impact of each channel and identifying synergies

Campaign Spend-To-Impact Response Functions: Purchase Intent

TV

Digital

Magazine

Cinema

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The algorithm takes into account duplication and synergies between media

vehicles

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Case Study:New device launch, AT&T

Campaign Details

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Awareness

Consideration/Image

Purchase

MEASUREMENT PARAMETERS

KEY KPI / GOALBuild Awareness for the new

device offering from AT&T

Media Share

TV 92%

Print* 1%

Online Desktop 5%

Mobile 1%

Target 18+

Data Collection 9/17/13-10/28/13

1. Mobile delivered nearly 2x the impact /dollar spent compared to TV

National TV Online Desktop Print Mobile0

5

10

15

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People Impacted:Device Awareness

National TV Online Desktop Print Mobile01234567

Efficiency (Impact/$): Device Awareness

Tota

l Im

pact

due

to E

xpos

ure

(MM

peo

ple)

Peop

le Im

pact

ed p

er

Dol

lar

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2. Shifting $ to Mobile will impact more people with the same Budget

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Online Display0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

TVPrintDigitalMobile

Spend to Impact Response By Media : Awareness of new Device

Spend

Tota

l Peo

ple

Impa

cted

(M

M)

TV

MobilePrint

3. The optimal mobile allocation of the ATT campaign is 16%

Actual Budget Optimized onAwareness

(71%)

22

93%

72%

1%

8%

5%

5%

1%16%

MobileOnline DesktopPrintNational TV

Bu

dg

et

($M

M)

By reallocating spend to mobile, there is an

incremental potential of 2.5 million people or +12%*!

That’s almost the equivalent of the

population of Chicago!

4. Optimization will bring Better Results (Awareness) with the same Budget!

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People Impacted(With Current

Spend)

Upside Potential People Impacted(Optimized Spend)

Mobile .5MM 3.7MM (+ 17.5%)

Online Desktop 1.1MM 0.3MM (+ 1% )

Print .7MM 3.6MM (+ 17%)

National TV 18.9MM -1.9MM (- 9%)

Total+5.7MM ( 27% )

* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV

But wait! There is more … There is an opportunity to further power up mobile impact by up to 2.5x!

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5. Mobile was more effective at driving awareness among men

0 2 4 6 8 100%

4%

8%

12%

16%

20%

% Im

pact

Am

ong

Expo

sed

Mobile had 70% more impact among Males

Frequency

6. Increase rotation of Banner Size A which performed 2.5x better

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0 3 6 9 12 150%

2%

4%

6%

8%

Frequency

% Im

pact

Am

ong

Expo

sed

2.5x

Banner Ad Size A

Banner Ad Size B

Please Welcome:

Charlie Hinton, Executive Director Marketing Analytics, AT&T