western europe mobile usage patterns

7/28/2019 Western Europe Mobile Usage Patterns

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2012 . EMEA Mobile Re

The MobileLandscape.Western Europe

An Overview o Local Trends & GlobalStrategies.

App


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02

Over the last 12 months we have moved to a state where all advertisersunderstand they need to build and integrate their mobile strategy.There is still a long way to go, many businesses still need to build mobileriendly sites, they need to test engaging mobile ormats, they need ullyunderstand the impact o mobile in driving users to retail sites and whetherthey buy a product whilst there ater comparing it on their phone.

The days o people debating the value o mobile are over. Advertisers nowknow without a doubt that the mobile web is the next generation o the web.

Director Of Mobile, Google EMEA, Ian Carrington

Contents

2012 . EMEAMobileResearch Paper. iProspectForeward Contents

Mobile is Huge in EMEA. IntroductionAbout this eBook

Data

Shaping Your Approach

Tactics

Reerences

About the StudiesAbout TNS NIPO

About iProspect


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Globaldouble by

will more thaninternet usage

& mobileusers will bemost of these12015

Introduction Section 012012 . EMEAMobileResearch Paper. iProspectIntroduction Section 01

06


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Experts Say That We Are at the Mobile Inflection Poi

The penetration o mobile devices has reached critical mass in most markets. 1 Smartphonealmost 40 percent o total worldwide handset shipments. 2Based on recent research, Marin Sotware predicts that smart mobile devices will account oad clicks in Googles network by December 2012.3Adults spend more media time on mobile than on newspapers and magazines combined.

2012 . EMEAMobileResearch Paper. iProspectIntroduction Section 01 Introduction Section 01

08

The on-demand and highly targeted nature of the mobile channea seamless way to get in front of the right consumers at the right advertising content.

Once reerred to as the third screen(behind television and desktopcomputers), mobile devices are astbecoming the rst screen or manyusers.


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Connect:127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through theirmobile browser or application in 2011, about a 30 percent increase over 2010.5

Are youconnecting with and serving your consumers in the

mobile marketplace?

Bottom line:Businesses with a strong mobile presence have a critical edgeover theirnon-mobile competition.

Serve: Sixty-one percent o customers who visit a mobileunfriendlysite are likely to go to a competitors site.6

2012 . EMEAMobileResearch Paper. iProspectIntroduction Section 01 Introduction Section 01

2010

30%increase

2011

in mobile media

As the mobile landscape has matured, consumer expectations have risen. High-quality, ully unctional mobile access to brands isno longer a nice-to-have. Its a required element or brands that want to compete. Fortunately, the breadth and depth o mobile

marketing opportunities is expanding to meet the growing need or creative and relevant executions.


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2012 . EMEAMobileResearch Paper. iProspectIntroduction Section 01

Googles Mobile Playbook reers to the channel asthe connective tissue across marketing channels romoutdoor to TV to print.8 In the same way that our mobiledevices connect us to each other and all the resources othe Internet, the mobile channel provides a centralpoint-o-contact or all the elements o your marketingcampaigns.

Its Time to Make Mobile an Integral Part of Your Ma

Integrating mobile provides incremental and extremelyrelevant opportunities or consumerawareness,

engagementandconversion. It puts your brand atconsumers ngertips whenever and wherever they are.

So, are you connecting with and serving your consumers in the

Introduction Section 01

The global mobile ad 2010 to $22.0 billion i

Mobile ad revenue wthis year, up 85.4 perc

Seventy-one percent osmartphone users that see a TV,press or online ad do a mobilesearch or moreinormation.7 Netherlands: 45

Germany: 47% Spain: 49% UK: 51% Ireland: 51%

Smartphone penetration in W


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About this eBook


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The burgeoning needs o iProspects clients were thegenesis or this eBook and the market-specic researchbehind it. Though the growth o the mobile market is a vastand global reality, there are important, country-specicnuances in usage patterns, search behaviours, and activitypreerences. As iProspect worked with European clients tobuild and execute eective mobile campaigns, it wasdiscovered there was a lack o relevant data to inormcountry-specic strategies.

To better serve iProspects existing clients and bring state othe art data to bear on some key markets, iProspectpartnered with TNS NIPO, one o the worlds largest insight,inormation, and consultancy groups.

This eBook is Divided into Three Distinct Sections:

DataiProspects ndings rom the research with TNS NIPO

Getting Started With Mobile Marketing

iProspects insight-driven approach to mobile strategy and execution

Mobile Tactics OverviewWhat they are, when to use them, and how to get the best results

To start, lets

1

2

3

2012 . EMEAMobileResearch Paper. iProspectAbout this eBook Section 02 About this eBook Section 02

Spain

SwedenUnited

Kingdom

Netherlands

Germany


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Data

2012 EMEA Mobile ResearchPaper iProspectData 03 Data 03


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Use by Location:the iProspect survey looked at location by use across four distinct

Indoor Outdoor Indoor O

Smartphone Tablet

2012 . EMEAMobile Research Paper. iProspectData 03 Data 03

20

2012 EMEA M bil R hP iP tD t 03 D t 03


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Key Findings:While recent U.S. data shows that the desktop PC is theprimary device used to access the Internet during what mostpeople consider working hours, the ve European marketswe surveyed all showed a sustained pattern o smartphoneusage throughout the day. Most countries demonstrateda preerence or smartphones over the runner-up desktopPC during working hours, with Germanyshowing the highestdierence (51% vs. 38%). InSweden, however, usersmarginally preerred desktops over smartphones at work

(50% vs. 49%). All countries surveyed showed that eventablet owners are at least twice as likely to use theirsmartphone than their tablet or personal tasks at workindoors. In the Netherlands, respondents were nearly vetimes as likely to use their smartphone over their tablet ina work environment (56% vs. 12%).

Tablet owners show a substantial preerence or tablets oversmartphones when at home in general or while watchingTV.

22

2012 . EMEAMobileResearch Paper. iProspectData 03 Data 03

Takeaway

Foroutdoor locations (e.g., travel via public transport or car,walking), there was a clear preerence or the smartphonerom survey respondents in all countries.

Takeaway

Smartphones are the device o choice or users who arerunning errands. A strong mobile presence helps localbusinesses maximize oot trac and gain a competitive edgeover less mobile-accessible brands. It also gives brands theopportunity to remain connected to consumers, right up to thepoint o conversion.

Smartphone

Takeaway

The tablet is the most popular multi-tasking device andprovides an opportunity or brands to integrate traditional (TV)and digital (tablet/PC) strategies or a 360-degree approachthat boosts engagement.

Local Insight:Survey responses rom theuse while on vacation is paThe percentage o Dutch ma preerence or tablets whhigher than the next closesNetherlands, tablet usageusage by teen percentag

Tablet

Consumers are using their smartphones as a primary device orpersonal tasks during work hours meaning brands have moremobile air time than they may have previously assumed.

There were, however, airly consistent spikes in tablet usageamong tablet owners across all outdoor locations. Mostnotably, tablet owners show a marked preerence or tabletswhen on vacation. Respondents rom all countries surveyed

indicated tablet usage (65%phone usage (60%).



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time

When commuting by

public transport

during commuting hours viasmartphones

64%o survey respondents eel they arealways connected to the Internet

shows a peak during the evening

Tablet use

Use by

of day

the UK preers accessing theInternet on their smartphone at

64% 68% vs 19%on their tablet

p p

accessed the Internet

Takeaway

Mobile devices expand coproviding new advertisingimportant to look careullyaudience to help you deteand day-parting tactics.



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Eighty-nine percent o respondents clicked on a regular ornatural link at least once or every ten sessions they werebrowsing and shopping online via their smartphones.

Approximately our out o 10 consumers who clickedon a regular link bought at least one product or serviceon their smartphone as a result o that click in the past12 months. Integration is Key

Between Online & Ofine Advertising

49%

36%

Mobilesearchestriggered by

OFFLINE

Mobilesearchestriggered by

ONLINE

26

Advertising Preferences

TakeawayIntegrated campaigns that incorporate both ofine and onlineelements make mobile campaigns more eective and driveincremental engagement.

Clicks & Conversions on Mobile

Clicks

Conversions

Natural link in a search engine

Sponsored link in a search engine

Banner

Natural link in a search engine

Sponsored link in a search engine

Banner

41%

39%

22%

23%



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Spain

Netherlands

28

At least hal o mobile shoppers makepurchases monthly on their smartphones. 11

Local Insight: Engagement withmobile ads varied rom country tocountry withSpanish respondentsbeing the most likely to interactwith online ads and Dutchrespondents being the least likely.

Advertising Preferences, Cont.

Takeaway 1

Mobile oershigher engagement rates than PC or all adtypes, and they areconverting into sales.

Takeaway 2

Take advantage o analytics platorms to evaluate consumerclick paths and optimise the experiences they are nding to bemost relevant.

Overwhelmingly, respondents rom all countries indicated thatthe most common action that ollows clicking on any kind omobile ad (paid, organic or banner) on their smartphone wassearching or more details, ollowed by purchasing theproduct in either online or ofine.

09028494294

03-21-76



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Mobile Search Behaviour

Non-brand search queries are the most common type o query across all countries and all vertical categoriesexcept one online gambling.

Non-brand search perormance is especially important or retail, ood-related, and nance verticals.The automotive vertical sees a more balanced split between branded and non-branded search behaviours.

An average o 70 percent visit ewer search results pages on their smartphone than they would on their PC.

A strong majority report always selecting one o the rst three results displayed on their smartphone search resultspage (36%+).

Takeaway

Mobile keyword lists skewappropriate or most verticonsidered or inclusion onaccommodate ease o use

Takeaway

Brand loyalty is not typicaconsumers are oten lookiimmediate need. The nonby this type o need are anew customers.

Takeaway

The smaller mobile screenmakes top placement (witThough the bidding or mits imperative to invest in placements.

20%

51%

19%

55%

UK Sweden

Purchase a product or serviceonline via their smartphone

Search or products/services viasearch engine on their smartphones

Smartphone Usage

19%

51%

21%

50%

Germany Spain

10%

44%

Netherlands


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Shaping Your Approach

2012 . EMEAMobileResearch Paper. iProspectShaping Your Approach Section 04 Shapping Your Approach Section 04


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Solid strategy and fawless execution are important elements orsuccess, but starting with a mobile mindset will help you getthe most out o your mobile campaigns.

36

MobileMindset.Before youget startedwith

lay of the land

mobile, you need to know the

2012 . EMEA MobileResearch Paper. iProspectShaping Your Approach Section 04 Shaping Your Approach Section 04


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There are our BIGideas that will help you think mobile...

Mobile works best when it is integrated. One o the biggest mistakes brands make with mobile ishandling it as an aterthought or a stand-alone channel. Look at ways to blend traditional, online, andmobile tactics to create a 360-degree immersion campaign.

More than other channels, you need to relate to your consumer.People use mobile dierently thanthey use other online devices and that usage changes based on a number o variables includingdemographics, location, and cultural behaviour patterns.

Think beyond branding. Many companies assume that mobile is only goocampaigns, but it can also be used to eectively generate sales, leads, and

Recognize the importance o device targeting. Users o each device (PCOS (iOS, Android, Symbian) display varying behaviours. These insights will consumers are interacting with your brand and provide additional levels o

Mobile Mindset

1

2

3

4

38

2012 . EMEAMobileResearch Paper. iProspectShaping Your Approach Section 04 Shaping Your Approach Section 04


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The importance o mobile-specic metrics & measurement

Applying traditional, one-to-one measurement to a mobile campaign can lead to incomplete, inaccurate, or misleading data.Your campaign goals and metrics need to be dened within the context o the mobile channel, considering device andconsumer preerences and behaviours. In addition to sales conversion, evaluate the relevance o non-traditional responsessuch as app downloads, calls, store locator actions, etc. While these responses may not directly produce revenue, they havea very real relevance to the consumers ultimate purchase decision.

Micro Study: Understan

Vertical:Travel

Goal:Determine the ROI

Strategy:Worked with thfow within their call centrrom those interactions.

Results:Developed a cusmeasure the likelihood o

Six minute call duration =Agents convert 30 percenInterested Consumers * 3

Mobile Mindset, Cont.

+

App+ =


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Tactics

2012 . EMEA Mobile Research Paper. iProspectTactics 05 Tactics 05


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The mobile landscape is rich with a wide variety o tacticsthat help deliver against many dierent brand goals. In thissection, were going to look at some o the most widely usedand eective mobile campaign tactics in the context o threestages o mobile engagement.

44

MobileTacticsOverview

Be Smart

Device TargetingClick-to-CallLocation BasedMobile App ExtensionsCouponing

Be There

SEOPPCLanding Pages

Be M

DS

2012 . EMEAMobileResearch Paper. iProspectTactics 05 Tactics 05


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Be There:SEO

A place on consumers radar. To consumers, mobile is just another point o access, not a channel or brand engagement.A strong mobile presence puts you in ront o more consumers in a variety o situations and generally improves the perceptiono your brand.

A competitive edge. More and more, consumers are using mobile or pre-purchase research and browsing. I youre notshowing up when your consumers are searching or you, you risk losing sales opportunities to your competitors. Whetherconsumers are connecting in-store or rom home, a well-designed mobile experience is the best tool or making a goodimpression and encouraging additional engagement or even conversion.

A more strategic and controlled consumer experience.A well-optimised mobile experience allows brands to ocus on themost eective elements o the brand experience landing pages, orms, etc. so that they can move prospects through thedecision process more smoothly and eciently.

say they wont recommend a business

with a poorly designed mobile site13

Best Practices

Understand your audience. Think strategically about howa mobile user engages with your brand. Look at analyticsto see which content mobile users access most requentlyand which pages show a high mobile bounce rate.Optimally, solicit direct consumer eedback to denewhat website eatures should be prioritized in the mobilespace.

Pay attention to the boring details. Traditional bestpractices apply still. Make sure URLs, title tags, meta dataand images are optimized or your priority keywords.

Build or mobile. Take care to work within the constraintso the mobile device. Create a mobile-specic site map toincrease the visibility o your site to search engines.Improve page load times with image optimization,caching, and compression. Avoid fash and large imageles.

Simpliy your contentconcise and easier to nPare your mobile site dmake sense or mobilecontent with clear and

Mobile-ize your coneatures like clickable pmaps, and photo sharinexperience and increas

1.

2.

3.

4.

5.

Local Insight: O all veexhibited the highest ra(63%). Conducted in gon this nding, SpanishSEO eorts on non-brapotentially new audien

57%of usersBenefitDiscoverability Be consistently visible to both loyalcustomers and new prospects.



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38

48

Be There:PPC

A low-riction entry into the mobile landscape. Although there are mobile-specic considerations, mobile search is verysimilar to desktop search in terms o both execution and evaluated metrics, making it a amiliar space. When getting started,consider a mobile search strategy that ocuses on driving perormance and will validate the value o the channel or the brand.

A strong oundation or uture mobile eorts.PPC campaigns deliver critical insights into consumer anities in this channel.

These learnings help you build better-targeted campaigns based on the preerences and behaviours o your particularaudience.

Focus eorts on The Big 3: Google, Bing/Yahoo, andYandex. I budget is a concern, Google is the best optionwith European market share that is consistently at or higherthan 93 percent. 14

Launch with broad (or scale & new keyword trends), broadmatch modier, and exact match (or lower CPCs andincreased relevancy), but hold o on phrase match type.Most mobile searches contain three words or less andincluding phrase match in the mix may not yield anyvolume when broad match types are already employed.

Maintain a consistent presence with trademark (branded)terms. I budget allows, test all branded, top convertingnon-brand, and top volume keywords rst with the goalo identiying dierences in perormance across the devicetypes (desktop, smartphone, and tablet).

1.

2.

3.

4. Separate campaigns bsystems) to identiy perecient scale. Paying aoptimization more targ

Include contextual devyour smartphone) to aexperience has been d

5.

Best Practices

Benefit

A good place to start. A good place to build.



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Micro Study:Landing Page Testing

Vertical:Apparel Retail

Goal:Understand the best user experience or tablet users.

Strategy:Swapped keyword landing pages rom desktopsite to mobile site landing pages during test period.

Results:Strong preerence or desktop site over mobile site:CPCs 89 percent less, conversation rate 52 percent higher,ROAS 228 percent higher

Local Insight: Landing pagcritical in countries like Gerespondents said they visithelp make purchasing deca greater ocus and clarity

Be There:Landing Pages

Improved perormance:Land mobile prospects andconsumers on highly-relevant, needs-ocused pagesand you will:- Reduce bounce rate- Increase conversion rate- Create opportunities or higher AOV

(average order value)

Stronger strategy: Use landing pages to determine whichtasks consumers want to perorm via mobile devices. Whatyou learn will help you make smarter decisions about thetype o mobile presence that will be most eective or yourbrand unique landing pages, a ull mobile site,an app, etc.

Best Practices:

1.

2.

3.

Test landing page destinations. Driving mobile trac toan un-optimised, desktop site can create a rustratingconsumer experience. However, some desktop sitesperorm admirably on mobile devices. Bottom line: dontassume anything. Test dierent destinations to see whichyields the best engagement and conversion results.

Consider task-specic landing pages. I a mobileoptimised destination proves to be your best option, butthe resources arent yet available to develop a ull mobilesite, do some testing to determine exactly which pages willbe most useul to your mobile audience (e.g., store locator,

contact orm, sale inormation, etc.) and then direct mobiletrac to those specic pages rather than a generichomepage.

Keep things clear and simple. Keep landing pageheadlines and content brie and straightorward. Includea prominent CTA (call-to-action) so visitors are clear on nextsteps.

Benefit

More ocused experience and results.



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What is it?In addition to breaking mobile campaigns out rom desktop campaigns, itsbenecial to segment mobile campaigns by both device type (smartphone vs. tablet)and OS (iOS, Android, and Symbian). Running separate campaigns allows brandsto identiy perormance anities trends by device and OS and allow or ecientscale. The variety o devices available make mobile a more complex channel, butalso provides opportunities or much more granular, and thereore ecientoptimisations.

When is it a good t?As shown in the data rom our research with TNS, there are nuances in device

usage that brands can use to crat more eective, device-specic campaigns.Applying device and OS preerences to your strategic approach ultimately improvesengagement and conversion results.

How can it benet an integrated campaign?Device-specic insights - whether behaviour or pstrategic and tactical approach or uture campaneed and scope or any potential mobile site de

Dierent devices also serve dierent needs. Desinstance, are typically used or research and purcconversion unnel. Smartphones ll in the gaps bimmediate and on-the-go needs or inormatcalling or inormation, nding a location, etc.). Ma relevant presence on each device delivers a hoconsumer experience.

Local Insight: Eighteen percent o tablet owne27 percent inSpain and the UKreported shopManaging separate campaigns or each device aindependent KPIs to capitalize on trends like the

Be Smart:Understand Device Targeting



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What is it?Click-to-call ad unctionality allows consumers to click on aphone number within an advertisement and instantly place acall.

When campaign goals are ocused on driving callsWhen you want to avoid driving consumers toa less-than-optimal mobile experienceWhen consumers are close to a purchase decision anda person-to-person dialogue is the most cost-eective way

to infuence the conversionWhen the target audience is unable to browse the mobileweb, but able to talk on the phoneWhen you want to oer multiple ways or consumers toengage with your brand.

How can it benet an integrated campaign?When other campaign elements (e.g., billboards, print ads,television, or radio) drive to mobile, the addition o theclick-to-call extension makes contact by phone easier, aster,and more reliable.

Local Insight: Enabling coinormation in countries likmobile search volume is pbrowsing behaviours are mbrands infuence purchasea more amiliar method o

When is it a good t?

How do you measure perormance?Metrics that can be tracked include call start and end time,duration, status (missed vs. received), as well as the area codeo the caller. More detailed data can be obtained throughGoogles Advanced Call Metrics tracking, or other, third partyproviders. Dedicated phone numbers can be obtained or usewith a click-to-call campaign, isolating calls that come throughthat channel.

Although click-to-call has proven eective, it can be chal-lenging to track conversions accurately since the conversionmay take place ofine. In the best circumstances, brands andagencies collaborate to develop an equation to evaluate thelikelihood o conversion. For instance, i a brand can identiy

the average call length that indicates a viable level o interest,that inormation can be combined with the averageconversion rate and average order value to quantiy a returnwhen one-to-one measurement is not possible.

Recommended especially or:Travel, B2B, weight loss/diet, restaurant and recruitmentbrands

Be Smart:Click-to-Call

b k d l d l h h ll

2012 . EMEAMobileResearch Paper. iProspectTactics 05

S i S i

Tactics 05


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What is it?Location-based tactics tailor ad content based on the usersproximity to a real world location.

When a brand wants to drive trac to brick-and-mortarlocationsWhen the target audience may be more comortablemaking an in-store vs. online purchaseWhen the consumer query shows an intent to buy in-store(typically by searching on location or store-related terms)

How can it benet an integrated campaign?One eective way to tie location-based tactics into a largercampaign is to measure the intent behind these interactions.Understanding how location-based tactics infuence trac to

brick-and-mortar locations provides critical insights that willhelp you make more strategic marketing decisions.To evaluate ROI, leverage brand data to identiy ofineconversion modiers and in-store AOV to more accuratelyattribute revenue.

How do you measure perormance?Click share (user clicks on location ino vs. the site URL)Store locator searches & corresponding oot tracApply ofine conversion multipliers to estimate ROI


Recommended especially or:Retail and hotel brands

Be Smart:Location-Based Services

* Action dened as placing a call to the

(online or in-store), visiting the businesup the business location on a map15

Country% users seekinglocal inormation

UK

France

Spain

Germany

84%

83%

88%

85%


B S t M bil A E t i i S h

Tactics 05


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What is it?Mobile app extensions serve a click-to-download ad thatallows the promotion o apps directly in Google search resultsby linking to a brands Android Marketplace or Apple AppStore page.


When app downloads are a campaign priorityWhen you want to acilitate easy and immediate appdownloads or no additional media costWhen the targeted audience may be more comortable

interacting with the brand via an app

How do you measure perormance?

App downloadsDuration o time spent in appNumber and requency o app opensEvaluate lietime value o these consumers

Micro Study: Drive Incr

Vertical:Big Box Retaile

Goal:Assign accurate va

Strategy:Obtained whiApp Extension Beta, sepAndroid Marketplace annon-app links or duratioa $200 value to each ap

Results:92 downloads,

incremental ROI

Note: app extensions trump mobile site links, so i yourPPC campaign goals are based on conversions or revenue(vs. downloads), the mobile app extension is not the rightchoice.

Be Smart:Mobile App Extensions in Search

App

App

App

App



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I most people are going to nd you through search thenyou should optimise your site or the mobile Web, but iyou think you have a big enough an base and you can cutthrough the clutter o getting people to download your app,then you can have a more immersive experience bycreating an app. - Chet Fenster, MEC Entertainment,November 2011 7

Mobile site or a mobile app? Use an App if...

Use a Mobile Site if...

You require ongoing interactivity

Your target consumers will be interacting viapersonalized access (e.g., login)

You are displaying data and need to manipulate it withcomplex calculations, charts, etc. (e.g., banking)

You want to provide instant access

You want to be easily ound via search and directories

You require compatibility across multiple devices andoperating systems

60

You want to engage thunctions (e.g., camera)

You need to provide o

You make requent con

Youre looking or ast, App

Tactics 052012 . EMEAMobileResearch Paper. iProspectTactics 05

Be Smart:Couponing Best Practices:


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Incrstorvia cross-

Micro Study: Geo-Targeted Couponing

Vertical:High-end Athletic Footwear

Goal:Increase store trac via cross-channel promotion.

Strategy:Duplicated and then tailored desktop brandsearch campaign or mobile, implemented GoogleMobile Oer beta (mobile coupons), increased relevancyby displaying only to users within twenty-mile radius ostore location.

Results:CTR up 28 percent, CPC down 32 percent,

average o 12 incremental orders per week in store


When you want to include special oers in mobile ads to

infuence conversionWhen you want to track in-store tracWhen you want to drive oer-specic online trac

62

Be Smart:Couponing

Benefit

Coupon-driven campaigns are an eective way toinfuence purchase decisions and attract new consumers.They also provide a way to track the eect o onlineeorts on ofine sales.

Oer should be mobile-specic to reinorce the value oacquiring customers in that space, either an oer thatconverts via mobile, or one that converts ofine but canbe tracked back to a mobile source via a unique code.

Take care to leverage one-time use codes i your brand isconcerned with giving away too many dollars.

Apply a consumers purchase history whenever possible totier oers. For instance, i the consumer has never purchasedbeore you may want to promote a more competitive oer toencourage them to buy rom your brand. Conversely, i theconsumer is returning you may want to promote a smallersavings to encourage their loyalty without giving away toomany dollars.

Local Insight: In the UK, 21 percent o mobile searchersinterested in nancial services visit price comparison websites.Leveraging mobile oers here could help attractprice-conscious

1.

2.

Best Practices:

3.


Be More:Display

Tactics 05

Sample display benets:


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When you want to increase awareness and reach withshoppers that arent already amiliar with your brand

When you want to attract new consumers by takingadvantage o the act that mobile browsers do not typicallyexhibit a high level o brand loyaltyWhen you want to ocus on qualied shoppers (those whohave been exposed to the brand, are potentiallyinterested, but have not yet purchased)When you want to reach shoppers who are amiliar withthe brand and ready to purchase.


Static banners are the better choice or driving ROI whilerich media are more eective or reaching branding andengagement goals.

True geo-targeting can only be enabled by theconsumers consent. Conrm scalability o GPSenabled inventory with media partners.

Conversion tracking Conversion tracking is only availableor mobile web inventory at this time. In-app banners cantrack other app downloads, but no other type oconversion.

Three things you may not know about mobile display:

Micro Study: Geo-Targeted Display

Vertical: High-end Athletic Footwear

Goal:Drive high school students rom mobile to retail toredeem oer.

Strategy:Mobile display banners eaturing giveawayoer targeted by device, demographics, and geographiclocation (increased relevancy by only serving banners toconsumers within limited radius to store), directedconsumers to mobile-riendly landing page with storeino and directions.

Results:Over 96K clicks to landing page, 0.89 percentCTR (740 percent higher than desktop), $0.77 averageCPC (66 percent lower than desktop)

Be More:Display

1.

2.

3.

Benefit

Mobile banners see exdesktop banners, 770 p

Fity-our percent o maeectiveness as a high mobile ads 18

Local Insight: Advertisersconsumers in mobile whePC. For example, within gpopularity in countries like

p p y

Maximize scalability, create brand awareness toincrease visibility and drive trac, acquire newcustomers and create cost eective opportunitiesor incremental conversions.


Be More:SMS

Tactics 05

The impact o SMS:


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When you want to create dialogue with consumersWhen you want to build CRMWhen you want to increase consumer loyalty

When is it a good t? Best Practices:

Be consistent.SMS alerts should be sent every seven toten days. The most ecient approach is to plan yourmessage sequence in advance to ensure consistentdelivery.

Be strategic. Make each text count. Structure yourmessages so that each response provides you withconsumer insights. Dont ask yes/no questions. Forexample, instead o asking, Would you like to receivestore alerts? ask, I youd like to receive store alerts,please reply with your city.

Be tuned in. Stay on top o the message logs and payattention to any unsolicited eedback rom consumers.

Benefit

SMS, or text messaging, is an excellent way to extendthe dialogue with your consumers. The mediumsbrevity and immediacy are oten catalysts or consumeraction.

Be More:SMS

1.

2.

3.

In Western Europe, sevtext messages on their

Expect an open rate in messages 20

Ninety-ve percent o trst 4 minutes 21

Up to 35 percent averamessage type 22

p


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References

References 7mobiThinking Stats Corner, http://mobithinking.com/bil k i l /l bil

13Compuware, What Users Want From Mobile, http://www./ / hi / h

19Pew Research Center, GT i S i lN ki

2012 . EMEAMobileResearch Paper. iProspectReerences Section 06 Reerences Section 06


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References

1 Boston Consulting Group, Mary Meeker, Kleiner Perkins, Mor-gan Stanley Research, Berg Insight via Business Insider

2 Portio Research, Worldwide Mobile Industry Handbook 2012- 2016, http://www.portioresearch.com/en/reports/current-porto-lio/worldwide-mobile-industry-handbook-2012-2016.aspx

3 The State o Mobile Search Advertising in the U.S., MarinSotware, March 2012.

4 eMarketer, TV, Mobile See Gains in Viewing Time, December2011 http://www.emarketer.com/Article.aspx?R=1008728

5 2012 Mobile Future in Focus (white paper), ComScore,2012 http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus

6 Temsamani, Karim (at IABALM 2012) via @IAB, February 2012https://twitter.com/iab/status/174225109165424640

mobile-marketing-tools/latest-mobile-stats

8 Google Mobile Playbook http://www.themobileplaybook.com/

9 Hosord, Christopher, Mobile marketing seeks a ootholdUncertainties about mobiles advantages plague b2b market-ers March 2012 http://www.btobonline.com/article/20120312/WEB02/303129948/mobile-marketing-seeks-a-oothold

10BtoB The Magazine or Marketing Strategists, Mobile adrevenue to reach $11.6 billion this year, April 2012

11Google, Ipsos, Mobile Marketing Association, and iab,

Our Mobile Planet, March 2011 March 2012 http://www.thinkwithgoogle.com/mobileplanet/en/

12 Johnson, Lauren, Mobile Marketer, Google exec: Mobilechanges a brands value proposition http://www.mobilemarketer.com/cms/news/content/13063.html

gomez.com/resources/whitepapers/survey-report-what-users-want-rom-mobile/

14Stat Counter Global Stats http://gs.statcounter.com/#search_engine-eu-monthly-201106-201206

15Google and Ipsos, Our Mobile Planet: Understanding theMobile Consumer, May 2012 http://www.ourmobileplanet.com

16 Human Service Solutions, Mobile Website vs. Mobile App(Application): Which is Best or Your Organization? http://hswso-lutions.com/services/mobile-web-development/mobile-website-vs-apps/

17 Media Mind, TinyScreen, Huge Results: Maximizing MobileAdvertising Perormance, July 2011 http://www2.mediamind.com/data/uploads/resourcelibrary/mediamind_mobile_advertis-ing_2011.pd

18 IAN and Ovum, Marketer Perceptions o MobileAdvertising, July 2011 http://www.iab.net/CMO_Mobile

Texting, Social Networking http://www.pewglobal.org/cation-texting-social-networ

20Business Wired, Top 5 RNews to Stakeholders Via Mblog.businesswire.com/201

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22comScore, Mobile Usagwhat, when, where, why, an

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About the Studies

About the Studies

2012 . EMEAMobileResearch Paper. iProspectAbout the Studies Section 07 About the Studies Section 07


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