the mobile hub: the next presentation in our inside mobile masterclass series
DESCRIPTION
How to effectively integrate mobile into a multi-channel marketing plan. The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.TRANSCRIPT
THE MOBILE
HUB
Why integrated mobile is
important and will become
more important
How mobile fits into the purchase
funnel
5 ways to think
integrated
How mobile is disrupting
almost everything
Source: Mary Meeker
Source: Pope Francis’ first crowd address
Source: Google – ‘The New Multi-Screen World’
43
29
16
11
1
40
6
22
9
23
0
5
10
15
20
25
30
35
40
45
50
TV Print Web Radio Mobile
Ad Spend Per Media
Time Spent Per Media
Planning
• Too many variables • Fragmentation
Tracking
• Reporting • Funnel analysis
Creative
• Small screen • Multi formats
Data
• Can’t find niche audiences
• Not enough, or no insights being extracted
Branding
• Low impact/Band-with
• Not significant
Planning
• Too many variables • Fragmentation
Tracking
• Reporting • Funnel analysis
Creative
• Small screen • Multi formats
Data
• Can’t find niche audiences
• Not enough, or no insights being extracted
Branding
• Low impact/Band-with
• Not significant
DSP’S etc
UDID out but IDFA in, some standardisation of OS
IAB/MMA specs, some standardisation of OS
Testing works, the more the better
Better than online in many brand metrics, 4G & WiFi
Source: Nielsen
Source: Datamonitor
Broadcast
Engagement/ Education
Acquisition
(Re)engagement
Source: Microsoft – ‘Meet the Screens’
79% of consumers use a smartphone to help them shop, whilst 70% use a phone in-store. 74% of consumers have also made a purchase following research on their smartphone. Almost half of all smartphone owners have purchased via their device in the last 12 months. The value of mobile payment transactions in 2012 was $171.5 billion. This is expected to grow to $490.9 billion by 2015.
Source: Microsoft – ‘Meet the Screens’
Source: eMarketer
• Offers information in different ways like a solution provider.
• Offers help when I’m in need.
• I can compare prices, features and brands, before deciding on what to buy.
• All my questions about the brand/product are answered directly.
• I hate it when ads ask me to click something that is unclear.
• It steals the little space I have on my screen.
• It’s rebellious, it interrupts me whilst I play or work.
• It enters your space, as if it were going to harm your phone.
Source: http://www4.gsb.columbia.edu/ideasatwork/feature/7233030/Smartphone+Ads+That+Work
The ads work not by providing any new information, but by reminding consumers of the information they
already know about a particular product.
If products are both important and utilitarian, the weak signals on mobile
display advertising will have a stronger effect.
Source: Google – ‘The New Multi-Screen World’
Share of Time Spent
(Tablet) Share of Time Spent
(Smartphone)
Source: Millward Brown Adreaction
Source: DMA
Source: DMA