bridging the digital and physical divide mobile, beacons &...
TRANSCRIPT
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Bridging the Digital and Physical
Divide – Mobile, Beacons & OOH
Slides prepared for Webinar sponsored by Gimbal
Oct. 6, 2015
Dr. Phil Hendrix Founder and Director, immr
Slides prepared for webinar presented with
Ray Rotolo, SVP of OOH Strategies, Gimbal
www.immr.org
1 (770) 612-1488
[email protected] | @phil_hendrix
URL: www.immr.org/mobile-beacons-ooh-webinar.pdf
View Webinar
Download Whitepaper
Related immr reports
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WHITEPAPER – MOBILE + BEACONS + OOH
Source: Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners, immr (whitepaper sponsored by Gimbal) 2
Key Findings
Tremendous Synergies
Largely Untapped
Win-Win-Win for Advertisers, Developers & OOH*
Cautions, Considerations and Recommendations *and consumers
TOPICS
The Mobile (R)Evolution
What’s Driving the (R)Evolution
How Mobile Is Transforming Consumers’
Experience (especially Shopping & Buying)
Why Mobile Is a Doubled-Edged Sword
Beacons Are Key to Bridging Digital – Physical
Why Mobile + OOH Enabled by Beacons
Is Compelling
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THE MOBILE (R)EVOLUTION
Sources: Democratizing the Shoppable Web 4
Mobile Apps
Mobile Advertising
Mobile Search
Mobile e-mail
Mobile Web
Mobile Messaging
Mobile Video
Mobile Social
Push Notifications
Mobile Location
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WHAT’S DRIVING THE MOBILE (R)EVOLUTION
Source: 5
1996 2002 2007 2009
2015
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WHAT’S DRIVING THE MOBILE (R)EVOLUTION
Sources: Democratizing the Shoppable Web 6
MESSAGING CAMERA USER INTERFACE
APPS SOCIAL
DISPLAY
SENSORS
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4 WAVES OF MOBILE INNOVATION
Sources: Location: The Epicenter of Mobile Innovation; How SoLoMo is Empowering Consumers and Transforming Shopping; Tuning into Consumers’ Digital Signals 7
Wave 4 Intelligent
Wave 1 Virtuous Spiral
Wave 2 SoLoMo
Wave 3 Context
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THE EXPANDING ROLES OF MOBILE
Sources: Raising the Bar – How Leading Companies are Leveraging Mobile and PEERSM Strategies to Boost Customer Loyalty; Engaging Connected Consumers - A Playbook for Restaurants 8
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CONSUMERS – SHOPPING, BUYING, USING, SHARING
Source: Reimagining Marketing – From the 4 Ps to PEER and Beyond; Mobile and Behavior Change 9
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INTERSECTIONS ON CONSUMER JOURNEYS
Sources: Why the Digital Shelf is Vital for Retailers and Brands; Drive Revenue and Loyalty by Engaging Mobile and Social Consumers 10
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MOBILE IS EMPOWERING CONSUMERS
Source: Why the Digital Shelf is Vital for Retailers and Brands
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Hours &
Directions
Products, Models, Brands,
& Stores Features
& Specs
Ratings
Best Time to Buy
Prices
Availability
†For Local Store Purchases/Pickup
Pickup &
Delivery
Offers &
Deals
Service &
Support
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MOBILE HAS TRANSFORMED SHOPPING
Sources: Democratizing the Shoppable Web; The New Digital Divide – Digital’s Influence on In-store Sales, Deloitte 12
Retailer/Marketplace Apps
Search Engines/Comparison Apps
Specialty Shopping Apps
Local/Location-based Apps
Deal, Coupon Apps
Loyalty. Payment and Other Apps
Impact
76%
$600Bn
Taxonomy of Mobile Shopping Apps
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MOBILE IS A TWO-EDGED SWORD
Sources: Tuning into Consumers’ Digital Signals; The Shift to Data-driven, Customer-centric Advertising 13
Consumers Expect Trusted Business Partners to Know…
What I (Don’t) Like
Who I am…
Where I am
What’s Nearby
What’s going On
What I respond to
What I’ve bought
Where I’ve been What
I need
Where I’m going
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MOBILE EMBRACED BY CONSUMERS
Sources: Partnering Smarter - How Savvy Retailers and Brands Can Win with Digital Offers and Attribution at Point-of-Sale; The Shift to Data-driven, Customer-centric Advertising 14
When Messages and Offers Are….
Used OOH to prompt consumers to download
Benadryl Social Pollen App
… Consumers Engage!
Offered attendees updates and opportunities
to “Buy tickets now”
Right-time
Relevant
Personalized
Rewarding
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PREREQUISITES RESPECT AND ADD VALUE
Source: The Cost of Ad Blocking – PageFair and Adobe 2015 Ad Blocking Report 15
When Messages and Offers Aren’t….
… Consumers Disengage!
Right-time
Relevant
Personalized
Rewarding
Ad Blocking 2015
Source: PageFair and Adobe
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BEACONS ENRICH, ENABLE & ADD VALUE TO MOBILE + OOH UX
Source: Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (whitepaper sponsored by Gimbal) 16
†Mobile + OOH enabled by beacons
†
DETECT DISCOVER DISCLOSE
Reach
Visibility
Targeting
Dwell Time
Path-to-Purchase
Engaging
Utility
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LEVERAGING MOHBE (MOBILE & OOH ENABLED BY BEACONS)
Source: Where Beacons Are Making a Difference (forthcoming); Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (whitepaper sponsored by Gimbal) 17
Brands and Retailers:
Brick & Mortar
“High Involvement” Categories
New Products
Brands with Popular Mobile Apps
Perishable Inventory
Limited Availability
Queue
HIGHEST ROI ON MOHBE
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Bio
Dr. Phil Hendrix
Founder, immr
www.immr.org
+1 (770) 612-1488
@phil_hendrix
Dr. Phil Hendrix is the founder and managing director of immr, an industry analyst, and advisor to startups in digital and mobile. Focusing on market opportunities for disruptive new products and services, Dr. Hendrix helps clients validate product-market fit, develop compelling value propositions, and spur growth and adoption. Much of Phil's work is at the intersection of mobile, location, proximity,
shopping, and M-commerce.
As an analyst, Phil focuses on mobile strategy and innovation for companies across industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social-Loco, the World Summit Awards (Abu Dhabi), and others. His current work focuses on beacons and proximity strategies across verticals. Phil’s most recent report is Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners. This and other reports on mobile, location, and
related topics can be downloaded at immr.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100 clients in mobile, consumer electronics, and related categories, including financial services, transportation, insurance and others. He works closely with senior management and project teams on key issues, including market sizing, segmentation, positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy, now part of PwC), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment as a research scientist in the Survey Research Center, Institute for Social Research.
Additional immr perspectives and reports prepared by Dr. Hendrix are available at immr and
Slideshare.
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WEBINAR AND WHITEPAPER
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Connecting Advertisers and Consumers via Mobile and Out-of-Home Proximity-based mobile engagement is rapidly transforming the way in which Out-of-Home (OOH) Media players utilize, evaluate and monetize their assets. Progressive players are rapidly integrating Bluetooth Low Energy (BLE) beacons into their media infrastructure to revitalize their industry with smart, attributable campaigns metrics in the physical world.
YOU WILL LEARN: In this webinar we will discuss the current pain points in traditional Out-of-Home and illustrate the opportunity in transitioning to a Mobile Out-of-Home strategy. In particular, we will explain why leading brands and advertisers should be taking notice to proximity-driven Mobile OOH campaigns when planning their media buys by leveraging beacon-enabled OOH assets and mobile application audiences.
SPEAKERS: Dr. Phil Hendrix Managing Director, immr
Ray Rotolo SVP of OOH Strategies, Gimbal
Webinar and Whitepaper Sponsored by
View Webinar
Download Whitepaper
View related immr reports
(see list on next page)
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RELATED IMMR RESEARCH AND REPORTS
Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (pdf)13
8 Layers of Location – Overview (pdf; included in The Everything Guide to Mobile Apps, Peggy Anne Salz and Jennifer Moranz, 2013)
Reimagining Marketing – From the 4 Ps to PEER and Beyond (pdf)
The Shift to Data-driven, Customer-centric Advertising (pdf)
How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing (overview; report)1
If Shopping is Broken, Can Mobile Fix It? (pdf)1
Which Mobile Shopping Apps Do Consumers Value Most? (pdf)1
Tuning into Consumers' Digital Signals (overview; report)3
Raising the Bar – How Leading Companies are Leveraging Mobile and PEERSM Strategies to Boost Customer Loyalty (pdf)5
Drive Revenue and Loyalty by Engaging Mobile and Social Consumers (pdf)4
Engaging Connected Consumers – Strategies for Local Businesses, Retailers and Brands (pdf)2
Democratizing the Shoppable Web (pdf)6
Why the Digital Shelf is Vital for Retailers and Brands (pdf)7
Partnering Smarter – How Savvy Retailers and Brands Can Win with Digital Offers and Point-of-sale Attribution (pdf)10
Restaurants Reimagined – Leveraging Digital, Social and Mobile to Transform Guests’ Experience (two part series: pt. 1; pt. 2)11
Location - the Epicenter of Mobile Innovation (overview; report; 63 pp.)1
The Promise of Hyperlocal (overview; report)1
1Published by Gigaom Research; Sponsored by 2YP; 3GeoIQ; 4m-ize; 5AT&T, IHG and Key Ring; 6TheFind; 7Retailigence; 8THINK; 9SAP; 10Sparkfly; 11MSL/Publicis Group; 12Taptica; 13Gimbal
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