andy vogel: integrate mobile into a broader ad campaign

Mobile Marketing Association 1


Andy Vogel, SVP, Digital/Mobile

Mobile Marketing Assoc. Board, and Chair of Mobile Publishing Cmte.

IAB Board for Mobile Center of Excellence Tribune:

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 Chicago

75+ apps, 30 + mobile websites, and over 200 concurent mobile messaging campaigns

Founder of MIMA, ran digital sales and strategy for Journal Comm., and part of the initial start-up team at cars.com


Top Takeaways Smartphones 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 2009

Broad 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.

Mobile Marketing Association

Big Winners: Tablets & Smartphones•Biggest 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 video


The Big Picture: The Smartphone Has Become The Most Important Consumer Device

I can’t live without my

smartphone (83% overall, 85% Android & iPhone)

I use my smartphone every

day(88% overall, 91%

Android, 89% iPhone)

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?

49%of mobile consumers now have smartphones. Significantly higher incidence in African-American (67%) and Hispanic (65%) communities


Smartphone User: Skews Male and Tops in All Under 50 Demos

% Smartphone user (composition)

Sample Size 1,973 (49% of total population)

Male 55%

Female 45%

12-17 10%

18-24 20%

25-34 27%

35-49 27%

50+ 17%

100K+ income 21%

Tablet user 35%

White 55%

African American 15%

Hispanic 21%Base: 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

67% of AA mobile consumers

65% of Hispanic mobile consumers

42% of White mobile consumers

69% of that demo owns or uses a smartphone

Huge with 25-34s


Smartphone Rapidly Becoming like US - Intenders Skew Older and Female

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

% cell phone only-user intending on purchasing a smartphone

(composition)

Sample Size 371 (21% of cell phone only population)

Male 43%

Female 57%

18-24 10%

25-34 13%

35-49 29%

50+ 49%

$100K Income 14%

Tablet users 9%

eReader users 10%

Landline 70%

Older demos moving quickly to smartphones and becoming a large addressable audience on the platform

Rapid Transition


Tablet Data Highlights

I share it(41%)

I’ve used a newspaper

or magazine app(53%)

I ‘m happy with my tablet

(77% top 2 box)

I take it with me

(42%)

Its my preferred device for

reading(69% vs. PC, 58% vs. Newspaper,

Magazine, or eReader)


Tablet Takeaways•Exponential 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 app


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 2010

Industry Timeline:1990 2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced

2004 mobile tops 1 billion




2009 mobile tops 4.6 billion (4G introduced)

2010 2010 tops 5.3 billion

Roughly 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)

The Ubiquity of Mobile

3.75 Billion Unique

5+ Billion Other Devices

North America:• 292 million mobile subscriptions• 235+ million unique users


Mobile Advertising Delivery Mediums

Mobile Web SMS/MMS Mobile Video Apps

• Static/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• Post-roll video• Banner (Idle Screen)• Rich Media Ad Units

(In App)

• Static/Animated Banners

• Text• Interstitials• Wallpapers• Interactive Ad

Units

Different Ad Executions

Other Ad channels: Voice, Bluetooth, Search

Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11


Half of Your Audience Use Mobile After Seeing an Ad in Other Media Channel

40%

37%

37%

37%

33%

76%

58%

69%

62%

57%

Ads Seen:

Any Channel

53%84%/

Look for More Info On:

Look for More Info On:

Future of Mobile Advertising, 2010


Mobile Ads More Effective vs Other Media


Mobile Ad Campaign Effectiveness


Mobile Web On the Rise

Source: Sharma Consulting (2010)

Source: Sharma Consulting (2010)

Android OS

Apple OS


http://www.youtube.com/watch?v=o-ID2OQzvUk


Strong Mobile Trends for Leading Social Companies



http://www.youtube.com/watch?v=0ayn4krwXmc

Mobile Marketing Association20

Mobile Influenced Sales & Engagements

Find local store hours

Get driving directions

Browse What’s

Near Me Now

Locate a business

on maps

Search near My Location

Find friends nearby

1 in 3 mobile search queries have local intent

Call a local business

Source: Kelsey Group as presented by Google, 2o11


Upcoming Trends



Upcoming Industry Standards

MMA is in close coordination with IAB and DMA on joint standards creation 1st pass advertising unit guidelines slated

for January 2012 MRAID (Mobile Rich Media Ad Interface

Definitions) just released by Mobile Center of Excellence Board via IAB

Consumer Best Practices via MMA Ad Serving Guidelines underway via

Mobile Publishing Cmte via MMA


Appendix


How To Approach Mobile Strategy

Identify Goals Validate Hypotheses Execute

Brand Building Consumer Engagement

PromotionDirect Marketing

Direct Sales Content Distribution

Usage BehaviorContent Strategy and Testing

Platform StrategyMessage Effectiveness

Purchase IntentConsumer AttitudesTechnology Adoption

Distribution PathsPotential Partners

Integrated Marketing/ Communication Plan

Content DevelopmentContent Optimization

Ad Optimization

Understanding how mobile fits in to your overall

media and communication strategy is key


Will Google’s Dominance in Search Translate to Mobile?


Mobile Influenced Commerce

Source: Booz & Company, 2010


1941 First Television Advertisement

Mobile Advertising has only existed for about 10 years

andy vogel: integrate mobile into a broader ad campaign

Technology

mobile video

mobile users

mobile activities

mobile websites

mobile consumers

chair of mobile publishing

doubledigit mobile usage

video content