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Andy Vogel: Integrate Mobile into a Broader Ad Campaign

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Milwaukee Interactive Marketing Association
Milwaukee Interactive Marketing Association

Explore the customer relationship management role that mobile can play as part of a broader advertising campaign and the mobile operator business transition from communications services to a more holistic client service model. While it is now commonplace for billboards and television commercials to call on viewers to send a text to a short code, the growing popularity of location-based social networking services opens up the possibility of combining the mobile medium and the physical world in much more sophisticated ways

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Andy Vogel, SVP, Digital/MobileMobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.IAB Board for Mobile Center of ExcellenceTribune: Top 6 ComScore in traffic with 8 daily newspapers, including the Chicago Tribune and Los Angeles Times, 23 broadcast stations, including #1 news in LA, NYC, and Chicago75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaignsFounder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at cars.com 3
Top Takeaways4Smartphones a near-majority. Nearly 60% of mobile consumers now have them, up more than two-fold since 2009. Mobile video becoming mainstream. 39% of smartphone users say they regularly watch video on their phones. Only 11% of all mobile users said they watched mobile video in 2009Broad base of activity, Most 2009 mobile activities were of the obvious on-the go type – email, telephony, social media, gaming, and music. Today, a variety of 20+ activities show double-digit mobile usage. Mobile replacing the PC as the go-to device. Over 30% of mobile users prefer to get weather and listen to music on a phone instead of a computer. Tablet users prefer tablet to PC for video content on this platform. Industry standards are developing. The Mobile Marketing Assoc. and Interactive Advertising Bureau and Direct Marketing Assoc. are closely coordinating the release of advertising standards along with consumer best practices.
Big Winners: Tablets & SmartphonesBiggest current market. Strongest in younger demos, but broad installed base.
Evolving and relevant advertising platform
Multiple OS platforms with clear monetization distinctions
Preferred device for on-the-go activities such as weather, games, music, maps, and social networking
More male, younger, higher HH. Intenders skewing older
iPad is clear market share leader, few content consumption or monetization differences between platforms
Broad content consumption, but fewer “Killer Apps”
Tablet users view tablets as their preferred device for many types of content and information, including reading and videoThe Big Picture: The Smartphone Has Become The Most Important Consumer DeviceI can’t live without my smartphone (83% overall, 85% Android & iPhone)I use my smartphone every day(88% overall, 91% Android, 89% iPhone)49%of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities Base: Total mention, N=4,000 Q.1 Which of the following devices would you not be able to live without? Select all that apply.Base: Those who own/use devices;. Smartphone N=1,973; Cell Phone N=2,813; Wireless Tablet N=802; eReader N=833Q2A-D. About how often do you use the following devices?
Smartphone User: Skews Male and Tops in All Under 50 Demos Huge with 25-34s69% of that demo owns or uses a smartphone42% of White mobile consumers67% of AA mobile consumers65% of Hispanic mobile consumersBase: Smartphone user N=1,973QEA-D. Which best describes your ownership and/or usage of the following devices? I own a and use a smartphone or owned by someone else in home and I use a smartphone
Smartphone Rapidly Becoming like US - Intenders Skew Older and Female Rapid TransitionOlder demos moving quickly to smartphones and becoming a large addressable audience on the platform Base: Cellphone only, smartphone intendersQ1.1 Even if already owned, how likely is it that you or anyone in your household will purchase (for yourself) or receive one of the following within the next 12 months? Probably or definitely will purchase a smartphone
Tablet Data HighlightsI’ve used a newspaper or magazine app(53%)Its my preferred device for reading(69% vs. PC, 58% vs. Newspaper, Magazine, or eReader)I ‘m happy with my tablet(77% top 2 box)I take it with me(42%)I share it(41%)
Tablet TakeawaysExponential growth
In the early stages iOS seems to be the dominant player, but lower-priced Android devices now making a volume play
Print potential
Usability and enhanced features are driving consumers to show a clear tablet reading preference. Advertising is compelling and continuing to evolve
Monetizable platform
Nearly 80% of tablet owners have paid for an appIndustry Timeline:2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced2004 mobile tops 1 billion 2006 mobile tops 2 billionmobile tops 3 billionmobile tops 4 billionmobile tops 4.6 billion (4G introduced)2010 tops 5.3 billionRoughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010) Sources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007.’ - Measuring the Information Society (2101). ITU. * CTIA 2011 and comSscore 2010The Ubiquity of Mobile3.75 Billion UniqueNorth America:292 million mobile subscriptions
235+ million unique users5+ Billion Other Devices
Mobile Advertising Delivery MediumsAppsMobile WebSMS/MMSMobile VideoDifferent Ad ExecutionsStatic/Animated/Rich Media Banners
Text Ads
Expandable Ad Units for iPhone and Android
Interstitials for iPhone and Android
Text Ads in SMS or MMS
Picture messaging in MMS
Pre-roll video

More Related Content

Andy Vogel: Integrate Mobile into a Broader Ad Campaign

  • 1. 1
  • 2. 2
  • 3. Andy Vogel, SVP, Digital/MobileMobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.IAB Board for Mobile Center of ExcellenceTribune: Top 6 ComScore in traffic with 8 daily newspapers, including the Chicago Tribune and Los Angeles Times, 23 broadcast stations, including #1 news in LA, NYC, and Chicago75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaignsFounder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at cars.com 3
  • 4. Top Takeaways4Smartphones a near-majority. Nearly 60% of mobile consumers now have them, up more than two-fold since 2009. Mobile video becoming mainstream. 39% of smartphone users say they regularly watch video on their phones. Only 11% of all mobile users said they watched mobile video in 2009Broad base of activity, Most 2009 mobile activities were of the obvious on-the go type – email, telephony, social media, gaming, and music. Today, a variety of 20+ activities show double-digit mobile usage. Mobile replacing the PC as the go-to device. Over 30% of mobile users prefer to get weather and listen to music on a phone instead of a computer. Tablet users prefer tablet to PC for video content on this platform. Industry standards are developing. The Mobile Marketing Assoc. and Interactive Advertising Bureau and Direct Marketing Assoc. are closely coordinating the release of advertising standards along with consumer best practices.
  • 5. Big Winners: Tablets & SmartphonesBiggest current market. Strongest in younger demos, but broad installed base.
  • 6. Evolving and relevant advertising platform
  • 7. Multiple OS platforms with clear monetization distinctions
  • 8. Preferred device for on-the-go activities such as weather, games, music, maps, and social networking
  • 9. More male, younger, higher HH. Intenders skewing older
  • 10. iPad is clear market share leader, few content consumption or monetization differences between platforms
  • 11. Broad content consumption, but fewer “Killer Apps”
  • 12. Tablet users view tablets as their preferred device for many types of content and information, including reading and videoThe Big Picture: The Smartphone Has Become The Most Important Consumer DeviceI can’t live without my smartphone (83% overall, 85% Android & iPhone)I use my smartphone every day(88% overall, 91% Android, 89% iPhone)49%of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities Base: Total mention, N=4,000 Q.1 Which of the following devices would you not be able to live without? Select all that apply.Base: Those who own/use devices;. Smartphone N=1,973; Cell Phone N=2,813; Wireless Tablet N=802; eReader N=833Q2A-D. About how often do you use the following devices?
  • 13. Smartphone User: Skews Male and Tops in All Under 50 Demos Huge with 25-34s69% of that demo owns or uses a smartphone42% of White mobile consumers67% of AA mobile consumers65% of Hispanic mobile consumersBase: Smartphone user N=1,973QEA-D. Which best describes your ownership and/or usage of the following devices? I own a and use a smartphone or owned by someone else in home and I use a smartphone
  • 14. Smartphone Rapidly Becoming like US - Intenders Skew Older and Female Rapid TransitionOlder demos moving quickly to smartphones and becoming a large addressable audience on the platform Base: Cellphone only, smartphone intendersQ1.1 Even if already owned, how likely is it that you or anyone in your household will purchase (for yourself) or receive one of the following within the next 12 months? Probably or definitely will purchase a smartphone
  • 15. Tablet Data HighlightsI’ve used a newspaper or magazine app(53%)Its my preferred device for reading(69% vs. PC, 58% vs. Newspaper, Magazine, or eReader)I ‘m happy with my tablet(77% top 2 box)I take it with me(42%)I share it(41%)
  • 17. In the early stages iOS seems to be the dominant player, but lower-priced Android devices now making a volume play
  • 19. Usability and enhanced features are driving consumers to show a clear tablet reading preference. Advertising is compelling and continuing to evolve
  • 21. Nearly 80% of tablet owners have paid for an appIndustry Timeline:2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced2004 mobile tops 1 billion 2006 mobile tops 2 billionmobile tops 3 billionmobile tops 4 billionmobile tops 4.6 billion (4G introduced)2010 tops 5.3 billionRoughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010) Sources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007.’ - Measuring the Information Society (2101). ITU. * CTIA 2011 and comSscore 2010The Ubiquity of Mobile3.75 Billion UniqueNorth America:292 million mobile subscriptions
  • 22. 235+ million unique users5+ Billion Other Devices
  • 23. Mobile Advertising Delivery MediumsAppsMobile WebSMS/MMSMobile VideoDifferent Ad ExecutionsStatic/Animated/Rich Media Banners
  • 25. Expandable Ad Units for iPhone and Android
  • 27. Text Ads in SMS or MMS
  • 32. Rich Media Ad Units (In App)
  • 34. Text
  • 37. Interactive Ad UnitsOther Ad channels: Voice, Bluetooth, SearchMatt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • 38. Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel/Ads Seen:Look for More Info On:Look for More Info On:40%76%58%37%69%37%37%62%57%33%53%84%Any ChannelFuture of Mobile Advertising, 2010
  • 39. Mobile Ads More Effective vs Other Media14
  • 40. Mobile Ad Campaign Effectiveness15
  • 41. Mobile Web On the RiseAndroid OSSource: Sharma Consulting (2010)Apple OSSource: Sharma Consulting (2010)
  • 42. 17
  • 43. Strong Mobile Trends for Leading Social Companies18Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • 44. 19
  • 45. 1 in 3 mobile search queries have local intentMobile Influenced Sales & EngagementsFind local store hoursSearch near My LocationGet driving directionsFind friends nearbyBrowse What’s Near Me NowCall a local businessLocate a business on mapsSource: Kelsey Group as presented by Google, 2o1120
  • 46. Upcoming Trends21Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • 47. Upcoming Trends22Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • 48. Upcoming Industry Standards MMA is in close coordination with IAB and DMA on joint standards creation1st pass advertising unit guidelines slated for January 2012MRAID (Mobile Rich Media Ad Interface Definitions) just released by Mobile Center of Excellence Board via IABConsumer Best Practices via MMAAd Serving Guidelines underway via Mobile Publishing Cmtevia MMA23
  • 50. How To Approach Mobile StrategyExecuteValidate HypothesesIdentify GoalsUsage BehaviorContent Strategy and TestingPlatform StrategyMessage EffectivenessPurchase IntentConsumer AttitudesTechnology AdoptionDistribution PathsPotential PartnersBrand Building Consumer EngagementPromotionDirect MarketingDirect Sales Content DistributionIntegrated Marketing/ Communication PlanContent DevelopmentContent OptimizationAd OptimizationUnderstanding how mobile fits in to your overall media and communication strategy is key
  • 51. Will Google’s Dominance in Search Translate to Mobile?26
  • 52. 27
  • 53. Mobile Influenced Commerce28Source: Booz & Company, 2010
  • 54. 1941 First Television Advertisement29Mobile Advertising has only existed for about 10 years

Editor's Notes

  1. The mobile phone far outstrips the reach of any other media channel in the world, it is the 7th mass-mediaThe mobile phone is a global media channelCompare and contract the numbers, mobile phone usage worldwide (4.6 billion phones, 3+ billion unique mobile subscribers), to that of other mass-market consumer products, like PCs or TVs. Point how fast the mobile phone has been adopted, in just 8 years, use grew from 1 billion to 4.6 billion users, by all accounts this is adoption rate far exceeds the adoption rates of all other consumer media channels (just think how long TVs have been in the market, 60 years). Mobile penetration is the highest in developed markets, largest areas of growth will come from developing markets. http://communities-dominate.blogs.com/brands/2010/11/preview-of-mobile-stats-to-end-of-year-2010-52-billion-subscribers-350m-people-got-their-first-phone.html2.3 Billion people have only one mobile phone account and phone (61% of all people who have a mobile)1.1 Billion people have two accounts (29%)350 Million people have three or more mobile accounts (9%)