why mobile works: mobile versus other media
DESCRIPTION
This is a continuation in the connecting the dot series presentations. This one is focused on where mobile fits within the larger media universe. I looked at TV and print data going back to the mid 70's to see if there has ever been a media channel with the impact of mobile from a brand metric perspective See presenter notes for a more detailed understanding of the slides.TRANSCRIPT
WHY MOBILE WINS
CONNECTING THE DOTS
GENE KEENAN
TETRAD OF MEDIA EFFECTS: MOBILE
3
Enhances
Retrieves
Reverses
Obsolesces
MEDIUM GROUNDMOBILE
fixed media experiences.
isolation
the written word(usage &
knowledge)
connectivity(information, media,
relationships)
Time shifted shared
experience50s Television
today
BREAKING DOWN THE MOBILE TETRADImplications Of The Four Points
4
fixed media experiences.
isolation
Obsolesces
the written word
(usage & knowledge)
Retrieves
• OBSOLESCESMobile obsolesces fixed media experiences
Implication:All media being served needs to adapt to the context of time and location
• RETRIEVESMobile frees the written word from being fixed in time and space.
Implication:Mobile then needs to provide utility at all times to the end user in the form of valuable information
BREAKING DOWN THE MOBILE TETRADImplications Of The Four Points
5
connectivity(information, relationships)
Time shifted shared
experience50s Television
today
Enhances
Reverses
• ENHANCESMobile enhances connectivity to information and relationships. Meaning that we are never alone.
Implication:The access to human beings is always in hand. Human beings provide context, information, confirmation. Information becomes instantly actionable
• REVERSESFlips into TV but one of constant connectivity.
Implication:Access to all media means that media is no longer fragmented by post convergence. We now share that singular media experience like 50s television provided but in a time shifted experience augmented by it being social (virtual and physical) in a larger context of being connected to the rest of the world
TESTING THE TETRAD LOOKING AT BRAND METRICS
BRAND METRIC COMPARISONBy Single Media Channel
7
0% 2% 4% 6% 8% 10% 12% 14% 16%
Unaided Awareness
Aided Awareness
Message Association
Brand Favorability
Purchase Intent
0.5%
0.9% 2.3%
4.2% 8.4%
3.5%
2.8%
15.0%
4.6%
3.3%
2.6%
2.0%
2.2% 5.6%
6.4%
5.5% 7.6%
8.8%
11.3%
8.2% Print
Online
TV
Mobile
source: Insight Express, February, 2012
Mobile by itself crushes every single other media channel across most brand metrics
TV ONLY MID 1970SPre-DVR
8
4.2%
source: Copernicus Marketing, 1980
Despite the addition of new media distractions TV has remained stableaided awareness
9
PRINT ONLY MID 1970’SFull Color
3.2%aided awareness
source: Copernicus Marketing, 1980
Print like TV has remained as effective as it was 40 years ago.
10
MOBILE IN RELATION TO OTHER MEDIA CHANNEL COMBINATIONSMobile Versus Media Channel Combinations
0% 2% 4% 6% 8% 10% 12% 14% 16%
Unaided Awareness
Aided Awareness
Message Association
Brand Favorability
Purchase Intent
0.5%
0.9% 2.3%
4.2% 8.4%
3.5%
2.8%
15.0%
4.6%
3.3%
2.6%
2.0%
2.2% 5.6%
6.4%
5.5% 7.6%
8.8%
11.3%
8.2% Print
Online
TV
Mobile
3.1%
6.9%
TV + Online
TV + Print + Online
.6%
TV + Print
4.5% 11.7%
11.0%
5.7% 7.2%
13.3%
13.9%5.2%
10.5%
9.6%4.7%
7.3%
source: Insight Express, February, 2012
Even in media mixes mobile by itself still crushes it
CONCLUSION
MOBILE BRAND METRICS FAR EXCEED ANY CHANNEL WE HAVE EVER SEEN BEFORE
IMAGINE THE MULTIPLIER EFFECT OF COMBINING MOBILE WITH OTHER CHANNELS!
WHY DOES MOBILE WIN? A SIMPLE THEORY
15
VIEWING DISTANCES BY MEDIA TYPE
10 feet
10 inches
32 inches20 inches
distractions on “screen” too
AREA OF DISTRACTION
16
Print Challenges:Seeing an ad is a matter of luck. A spot like this centerfold provides high probability of being seen
The huge ad makes a large brand impact. It’s fairly close to your face and you are fairly engaged
17
TELEVISION
TV Challenges:High impact but content easily skipped (channel changing) or not seen because of DVR
Lots of distractions between you and what you are looking at:• Telephone• Computer• Other people• Outside the house
18
Online Challenges:• No large impact ads and when there
is the medium is used badly• ads could be below the fold• Lots of eye competition on the page
ONLINE
MOBILE100% Share of screen
19
Mobile ad banners seem grossly simplistic until you consider the fact that:
• They have 100% share of screen• Are a short distance from eyeballs to screen• User is deeply engaged with phone
(Witness users bumping into people while walking down the street)
ad
MOBILE WINS
SOME CONCLUSIONSHow It Effects Your Media Buying
20
Although the screen is small it’s large in relation to the distance to your eyes making it a very immersive and engaging medium.Mobile has the power to connect all media and to provide context and relativity.This means that all of your media will be elevated to provide greater return on investment.
Campaigns With Mobile
Campaigns Without Mobile
Better
Brand M
etrics
->
APPENDIX DATA METHODOLOGY
METHODOLOGYInsight Express Data
22
Media Campaign Runs in Various Channels
Exposure Groups are Compared to Control Baseline to Determine Media Effect
Control vs. Exposed Control vs. Exposed Control vs. Exposed
Respondents Recruited and Asked Brand Metric Questions
Brand A
Have heard Have not heard
Brand B
Brand C
source: Insight Express, February, 2012
23
METHODOLOGYCopernicus Marketing
The TV brand metrics data is based on 68 GRPS during prime time. Like the Insight Express data it represents an aggregate of data from across different brands
In addition to the TV data they also looked at Print (full color magazine ad) and found that print too had remained unchanged for the most part (3.2% compared to 3.5%)
source: Copernicus Marketing, 1980
http://www.copernicusmarketing.com/
END CONTACT INFO
CONTACT:Gene [email protected]+1 415.218.7269