m2 roadshow europe james lamberti in mobi
TRANSCRIPT
10/5/2010 1
A MARRIAGE OF TECHNOLOGY AND MEDIA:
6 POINTS OF ADVICE FOR MOBILE ADVERTISERSJames Lamberti, VP Global Research & Marketing
September 2010
10/5/2010 2
1. MOBILE…IT’S JUST LIKE DESKTOP!
2. DO YOU OFFER HYPER-TARGETING?
3. CAN WE TALK ABOUT WHAT’S NEW?
4. WHERE ARE YOUR BEST PRACTICES?
5. CONSUMERS ARE NOT READY.
6. NO THANKS. I PREFER TO WAIT
TODAY’S6DISCUSSION
23%19% 18%
16% 15%
Call Purchase Search Viral Content
Mobile Ads Consumers Would Click On
Base = Test respondents (n=740)
Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]
4
CONSUMER INTEREST IS LINKED CLOSELY TO THE
CONVENIENCE OF THE DEVICE.
30%
15% 14% 17% 17%
Call Purchase Search Viral Content
19%14% 13%
21%14%
Call Purchase Search Viral Content
24% 28% 24%17% 15%
Call Purchase Search Viral Content
Base = Test respondents n=740
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
5
17% 15% 19%8%
15%
Call Purchase Search Viral Content
OUR SINGULAR FOCUS ON CONTENT MISSES THE
CREATIVE OPPORTUNITY IN MOBILE.
Hotel Movie
Electronic Automotive
10/5/2010 6
MOBILE IS NOT THE DESKTOP.
BROAD CREATIVE AND
CALLS TO ACTION SHOULD
LINK TO DEVICE USAGE.
6%
12%
16%
19%
19%
23%
26%
29%
53%
Been relevant to who you are or what you are doing
Helped you find something nearby
Reminded you of something important
Saved you time
Saved you money
Helped you learn more about something
Entertained you
Given you somethingfor free
Introduced you to something new
Benefit of Mobile Advertisements Seen in the Past
Base = Control respondents (n=154)
Q4. Has a mobile ad ever…? [check all that apply]
8
ALL STAGES OF THE FUNNEL ARE REPRESENTED;
BASIC AWARENESS IS THE #1 CONSUMER BENEFIT.
10/5/2010 9
APPLE IS GREAT, BUT LET’S NOT GET
CARRIED AWAY…
“IT’S A REALLY SMALL AUDIENCE—FROM A SCALE PERSPECTIVE NOT
REALLY THERE,” SHE SAID. “FOR IAD TO MAKE SENSE, YOU HAVE
TO BE A CLIENT TARGETING AN APPLE TECHY AUDIENCE,
BECAUSE ALL OF THE OTHER PLATFORMS ARE LEFT OUT…
“IT’S NOT EFFICIENT FOR ME TO RECOMMEND SOMETHING LIKE IAD
WHEN I’M TRYING TO PULL MAXIMUM REACH FOR MY CLIENTS…”
“IT’S REALLY A PR MOVE.”
JAMI LAWRENCE COMMENTS FROM
PUBLICIS MODERN IN NEW YORK –
14 SEPTEMBER 2010
ANDROID IS GREAT, BUT LET’S NOT GET CARRIED
AWAY…
EXCERPT FROM INMOBI GLOBAL NETWORK REPORT AT WWW.INMOBI.COM/RESEARCH
CASE STUDY: SALTO ALTO SHOES
OBJECTIVES
• PROMOTE THE BRAND SALTO ALTO AMONG
WOMEN AGES 25-44 , AFFLUENT, INTO FASHION
• ENCOURAGE SALES OF THEIR DESIGNER SHOES
• LEAD GENERATION FOR CRM MARKETING
SOLUTION
• INMOBI RAN THE CAMPAIGN TARGETING
EXCLUSIVELY THE AUDIENCE THAT THE BRAND
WAS LOOKING FOR
• WE COMPLIMENTED THE SPEND WITH A BROAD
BASED NETWORK BUY
TARGETED BUY:
• HIGHLY TARGETED (WOMEN, 25 - 44, HIGH
END DEVICES)
• NO MEDIA “SPILLAGE”
• LESS THAN 10% OF THE CLICKS
SUPPORTING BROAD BUY:
• BROAD BASED CAMPAIGN
• USE OF POST-CLICK AD ROI TRACKING
TECHNOLOGY (ADROIT™)
• 10X INCREASE IN CLICKS VS. TARGETED BUY
• 35% WITHIN TARGET WHICH WAS A 400+
INDEX VERSUS MARKET INCIDENCE
RESULTS: SALTO ALTO SHOES
Where the incidence of this target in Australia is just 9%
10/5/2010 15
CUSTOMER DISCOVERY
HYPER-TARGET
1. MAINTAIN TARGETED REACH
2. DISCOVER NEW SEGMENTS
BENEFITS: TWO OPTIONS
YOUR TARGET
SALES &
TARGETED
REACH
29%
17% 18% 15% 17%
Call Purchase Search Viral Content
Base = Test respondents (Male=586; Female=154)
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
14%21% 18% 18%
13%
Call Purchase Search Viral Content
Mobile Ads Consumers Would Click On
Male
Female
GENDER DIFFERENCES ARE EVIDENCE OF THE
NEED TO CONSIDER DEVICE USAGE IN CREATIVE.
18
Base = Test respondents (Under 25=439; 25 – 44=269; 45+=32*); *Caution: small sample size.
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
29%20% 20% 23%
19%
Call Purchase Search Viral Content
24%19%
14% 16%10%
Call Purchase Search Viral Content
13% 16%23%
7%
21%
Call Purchase Search Viral Content
Mobile Ads Consumers Would Click On
Under 25
25 - 44
45+
AGE DIFFERENCES FURTHER ILLUSTRATE THE
POINT. BEST PRACTICES BEGIN TO EMERGE.
19
27%
10%
16%
18%
14%
13%
10%
18%
23%
36%
Female
Male
Call
Purchase
Search
Viral
Content
30%
15% 14% 17% 17%
Call Purchase Search Viral Content
Base = Test respondents that saw the Honda ads (Total=203; Male=159; Female=44*); *Caution: small sample size.
Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]
20
JUST WHEN WE THOUGHT WE UNDERSTOOD BEST
PRACTICES, AUTO RESEARCH PROVES US WRONG.
Automotive
10/5/2010 21
BEST PRACTICES WILL BE BRAND
AND CAMPAIGN SPECIFIC. CPC
PRICING MEANS WE LEARN AT
OUR EXPENSE, NOT YOURS.
70% OF EUROPEANS ALREADY EMBRACING THE
BENEFITS OF MOBILE ADVERTISING.
43%
26%
11% 13%8%
Very comfortable,they serve an
important purpose
Somewhat comfortable,
I’m getting used to seeing them
No opinion,I do not think
much about ads on my phone
Somewhat uncomfortable,
they can be distracting
Not comfortable at all,
they are intrusive
Level of Comfort with Mobile Advertising
Base = Total respondents (n=894)
Q3. How comfortable are you with mobile advertising?
23
5 pts. vs. U.S.
4 pts. vs. U.S.
32%
38%
30%
Free Apps
Yes Maybe No
Base = Control respondents (n=154)
What if scenarios presented:
Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps;
Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price;
Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a
local restaurant; Are you more willing to have ads on your phone?
50%
33%
17%
10% Off Phone Bill
Yes Maybe No
52%
25%
23%
Ads Personalized to You
Yes Maybe No
Willingness to Have Ads on Phone
RELEVANCE TRUMPS “FREE” BY A WIDE MARGIN
AND IS A CONSISTENT DIGITAL MEDIA FINDING.
24
63% 68% 70% 67% 69%
16% 12% 10% 10% 7%
22% 20% 20% 23% 24%
US UK Spain France Italy
Top 2 Box Neutral Bottom 2 Box
Base = Total respondents (EU=894; US=4,399; UK=449; Spain=200; France=85*; Italy=154); *Caution: Small sample size
Q3. How comfortable are you with mobile advertising?
Level of Comfort with Mobile Advertising
COMFORT LEVELS ARE HIGHER THAN ANTICIPATED
AND SUGGEST CONSUMERS ARE AHEAD OF US.
25
South Africa 55%
Australia 76%
10/5/2010 26
CONSUMERS APPRECIATE A REAL
EXCHANGE OF VALUE. TOP TIER
BRANDS OFFER VALUE IN
THE MOBILE CHANNEL.
10/5/2010 28
MO
NT
HLY
PA
GE
VIE
WS
(M
M)
MOBILE INTERNET CASE STUDY: JAPAN
• PC WEB USAGE DECLINES AS MOBILE WEB GROWS
• MOBILE WILL BECOME THE PRIMARY CHANNEL IN THE EU AND US
DESKTOP CANNIBALIZATION WILL HAPPEN
QUICKLY IN EUROPE.
• MOBILE VISITORS AVG 43.3 VISITS TO PER MONTH, COMPARED TO 34.7 FOR DESKTOP
• MOBILE USERS BROWSE LONGER (8 HOURS PER MONTH VS. JUST UNDER 7 HOURS )
• THE AVERAGE IPHONE USER DOWNLOADS ON AVERAGE 51 APPS FROM ITUNES
Product: MMM (Mobile) + Media Metrics (PC)
Data: January 2010
33%
75%
43.3
34.7
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile Internet PC Internet
Ave
rage
Vis
its
pe
r V
isit
or
% R
eac
h
Facebook Mobile vs PC Internet
% Reach Average Visits per Visitor
486.7419.5
45.2
32.4
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
0.0
100.0
200.0
300.0
400.0
500.0
600.0
Mobile Internet PC Internet
Ave
rage
Min
ute
s p
er
Usa
ge D
ay
Ave
rage
Min
ute
s p
er
Vis
it
Facebook Mobile vs PC Internet
Average Minutes per Visit Average Minutes per Usage Day
10/5/2010 29
10/5/2010 30
“HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.”
JOHN WANAMAKER
1838 -1922
THE FIRST MOBILE ENTHUSIAST - JOHN WANAMAKER
10/5/2010 32
THANKS FOR YOUR TIME!
BE SURE TO DOWNLOAD OUR NETWORK RESEARCH AT
WWW.INMOBI.COM/RESEARCH OR CONTACT US AT