What%Really%Is%the%Value%of%Mobile%to%a%Marketer

An Update on: SMoX.me – Smart Mobile Cross Marketing Effectiveness

Global Research Initiative

First,%Mobile’s%Powerfully%Unique%Posi=oning:

2

The Closest You Can Get to Your Consumer

Yes, Phones Can Do So Much!

3

That USP is Supported by More Unique & High Value Attributes

Personaliza*on+ Pervasiveness+ Proximity+

Marketers plan to invest more in mobile next year

5

Q2c

. Thi

nkin

g ab

out

the

YEA

R A

HEA

D, i

s yo

ur c

ompa

ny p

lann

ing

to in

vest

mor

e, t

he s

ame

or le

ss in

ea

ch o

f th

e fo

llow

ing

area

s,

com

pare

d to

thi

s ye

ar?!

61% Consultants & agencies working on mobile strategy!

61% Data & analytics for mobile!

68%!Mobile Advertising!

67%!Asset creation for mobile !

$+

Source:++MMA+

But Also, Marketers Have Caution

6

46%+

47%+

0%+ 10%+ 20%+ 30%+ 40%+ 50%+

Tight+budgets/+We+can’t+

afford+to+decrease+

spending+in+other+channels+

Difficulty+to+measure+

impact+of+mobile+and+

compare+to+other+channels+

slide title Oh, Great!

Aspiration without

Allocation Is Meaningless

B.+Bonin+Bough+

Mondelez+Interna*onal+

The Answer?

Mobile needs a compelling, fact-based, irrefutable

analysis for marketers on the ROI value of mobile to THEIR

business goals 9

That%is: MMA’s

(Smart%Mobile%Cross%Marke=ng%Effec=veness%Studies)%

First, Thanks to Our Partners

11!

hQp:///+

PARTNERS(SUPPORTERS(

Insights Are On Their Way

U.S.,+UK,+Turkey,+China,+Brazil+

13

1st Case Study:!AT&T – New Device Launch!

AT&T Campaign Details

14

MEASUREMENT(PARAMETERS(Target+

Data+Collec*on+

18++

9/17/13Z10/28/13+

KEY(KPI(/(GOAL(Build+Awareness+for+the+new+device+

offering+from+AT&T+

Awareness+

Considera*on/

Image+

Purchase+

CAMPAIGN(MARKETING(MIX(

TV:(92%+

PRINT:(1%+

ONLINE:(5%+

MOBILE:(1%+

On Cost/Impact Basis; Mobile Delivered 2x Value vs. TV

Na*onal+

TV+

Online+

Desktop+

Print+ Mobile+

20M+

+

15M+

+

10M+

+

5M+

+

0+

Total(Impa

ct(Due

(to(

Expo

sure(

(Million(Pe

ople)(

People(Impacted:(Device(Awareness(

Peop

le(Im

pacted

(per(

Dollar(Efficiency((Impact/$):(Device(Awareness(

7+

6+

5+

4+

3+

2+

1+

0+

15

Shifting the Mix will impact more people with same Budget

16

SPEND(TO(IMPACT(RESPONSE(BY(MEDIA:(AWARENESS(OF(NEW(DEVICE(

Total(Peo

ple(Im

pacted

((M

illions)(

12,000+

10,000+

8,000+

6,000+

4,000+

2,000+

0+

Spend(

TV

MOBILE

PRINT

DIGITAL

TV

MOBILE

PRINT

DIGITAL

Therefore,%op=mal%mobile%is%16%

17

ACTUAL(BUDGET(

Total(Peo

ple(Im

pacted

((M

illions)(

OPTIMIZED(BUDGET(((BASED(ON(AWARENESS)(

=+

=+

=+

=+

Na*onal+TV+

Print+

Online+Desktop+

Mobile+

1% 5% 1%

93%

16% 5%

8%

72%

By'realloca+ng'spend'to'mobile,'

there'is'an'incremental'

poten+al'of'2.5 million'NET'

people'are'Aware,''

or''

+12%!' That’s'almost'the'equivalent'of'

the'popula+on'of'Manchester!

18

Same Budget Better Results

Would You Ignore Manchester?

19

20+

21 *"Upside"poten,al"for"mobile"is"+17%"but"12%"is"incremental"considering"the"decrease"from"TV"

The Overall Numbers/Impact

Mobile+

+

+

Online+Desktop+

+

Print+

+

Na*onal+TV+

+

Total+

PEOPLE(IMPACTED((WITH(CURRENT(SPEND)(

18.9%M

.7%M

1.1%M

.5%M

UPSIDE(POTENTIAL(PEOPLE(IMPACTED((OPTIMIZED(SPEND)(

.3%M

`1.9%M

3.7%M

3.6%M

5.7%M +(

27%(

Insight: Box ad displayed product more clearly & increased impact by 2.5x

22

0%+

2%+

4%+

6%+

8%+

0+ 3+ 6+ 9+ 12+ 15+

Frequency

%%Im

pact%Amon

g%Expo

sed

Banner(Ad(Size(A(W(Box(

Banner%Size%B

Banner(Ad(Size(B(W(Row(

Banner%Size%A

Frequency%to%Impact%Response:%Ad%Size

2.5x(

Insight: Mobile was more effective at driving awareness among men

23

0%+

4%+

8%+

12%+

16%+

20%+

0+ 2+ 4+ 6+ 8+ 10+

Mobile+Z+Males+

Mobile+Z+Average+

Frequency%to%Impact%Response:%Demographic%Targets

Frequency

%%Im

pact%Amon

g%Expo

sed

Mobile%had%70%%more%impact%among%Males

24

today

Optimal Allocation

based on 2013 AT&T case

Study

16%, $87B £56B

$220B £137B

Optimal Worldwide

Allocation at Maturity

Growth+in+Ad+Spend+Overall+

Mobile+Impact+

gains+

What If We Apply These Insights to the WW Ad Market

What If Marketers Acted on These Insights Immediately.

25

Yields a material value creation opportunity.

$1.2B

MV'/'R'='4.2

Market'Cap'Gain'='

4.2'x'$278M

=

And the Company’s current Revenue and market value . . .

$299.0B'Market'

Cap

2013'Revenue'of'

$71.3B

0.4%'Share'ShiW'

Revenue'Gain'of'

$278M

Using a large Consumer Goods company as an example. . .

Curren t

Move'aggressively,'

bring'mobile'spend'

to'$300X$400M'

worldwide

Mobile%Alloca=on

Move'revenue'

across'the'

board'by'0.4%

Reallocat

ed

hQp://www.mmaglobal.com/documents/howZbigZmobileZmarke*ngZopportunity++

“We're writing our briefs with a mobile first lens, as opposed

to a TV first lens.

It changes how we approach media, advertising, user experiences and go to market strategies.”

Chief+Marke*ng+Officer,+

Telecom+

MMA’s+CMO+Insights+

“Where is [Mobile] not changing our business

is probably the more appropriate way to think about it…”

VP,+Global+Marke*ng+

Hospitality+

MMA’s+CMO+Insights+

“The internet 10-15 years ago

could be ignored.

But mobile is surpassing everything else. It already happened and we are still trying to

figure out what we do with it.” VP+Global+Adver*sing+

CPG+

MMA’s+CMO+Insights+

Thank You

greg@mmaglobal.com @gregstuart

But%Are%Marketers%Ready

31

76%+

Marketers+

agree+that+

mobile+is+

the+closest+

you+can+get+

to+the+

consumer+

68%+

Marketers+

agree+that+

mobile+is+

the+best+

way+to+

transform+

your+

business+

model+

72%++

Marketers+

agree+that+

mobile+is+

the+best+

way+to+

build+ROI+

80%+

Marketers+

agree+that+

mobile+is+a+

way+to+

improve+

your+career+

Marketers%see%mobile%as%a%GAME%CHANGER… Source:++MMA+

32

SMoX 1.+Insights+used+in+Sales(materials((Phase(1,2,3)((2.(Sales(training(in+publisher’s+offices+as+

selected+by+publisher.+

(Phase+1,2,3)++

+

3.+Presenta*on+of+results+in+person+at(publishers’(clients(or+agency+gatherings+(Phase+1,2,3)+

+

4.+Welcome+remarks+in+Roadshows+(Pla*num)+

(Phase+2,+3)(+

1.(ANA(/AAAA((events+and+other+ini*a*ves+(Phase+1,2,3)+2.(Research(events+ARF,+ESOMAR,+IZCOM+(Phase+2,3)+

3.(Cannes(and(other(events((Phase+1,+2,+3)+4.Agency/Marketer((lunches((Phase+2,3)+

+

1.(Materials+related+to+SMoX+including+press+

releases,+presenta*ons,+case+studies,+MMA+

Website+(Phase+1,2,3)+

+

2.(Webinars(Sales+and+marke*ng+teams+to+

par*cipate++(Phase+1,2,3)+

+

3.(MMA(Conferences(including+MMA+Forums,+

CEO+and+CMO+Summits+(Phase+1,2,3)+

+

4.(RoadShow+events+in+up+to+4Z6+ci*es+invi*ng+approximately+50+to+200+marketers+and+

agencies+to+preview+study+results.++(Phase+2)++

+

INDUSTRY OUTREACH

MMA’s+Rollout+

Next+2+Years+

But Will SMoX Make a Difference?

1.0+ 1.2+ 1.5+ 1.8+2.2x+

1.0+2.0+

8.1+

20.3+

32.8x+

1.0+

2.5+

5.0+

10.4+

18.6x+

0.0+

5.0+

10.0+

15.0+

20.0+

25.0+

30.0+

35.0+

2002+ 2003+ 2004+ 2005+ 2006+

X(Increase(in(Internet(Spending(from(Base(For(7(Brands(that(Conducted(XMOS(Studies(Total+Online+Spending+

Average+XMOS+Brands+