Download - 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
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%)
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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