the mobile shift - victor beerthuis - digital marketing live 2014
DESCRIPTION
Presentation IAB Netherlands by Victor Beerthuis, Manager Mobile at Sanoma.TRANSCRIPT
The Mobile Shi+: Van mobiel informeren naar mobiel adverteren
Victor Beerthuis -‐ Sanoma Digital Marke>ng Live 21-‐05-‐2014
WHAT’S HAPPENING IN THE MARKET?
0
25
50
75
100
2012
2017
European smartphone penetra.on (forecast)
Figures users NL market vs other markets
Source: eMarketer
SHIFT IN CONSUMPTION -‐ GLOBAL
Bron: Google
The shi+ in mobile -‐ Media >me spend media global
Media >me consump>on share US 2009 -‐ 2013
Mobile con>nues to grow explosively and starts cannibalizing desktop in consump>on
Source: emarketer/ Business Intelligence – August 2013 in US
45%
25%
17%
9% 7%
4%
44%
26%
16%
8% 8% 6%
43%
26%
15%
7% 7% 9%
42%
26%
14%
6% 5%
12%
38%
20%
12%
4% 5%
20%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
TV Online Radio Print Other Mobile
TV Online Radio Print Other Mobile
2009
2010
2011
2012
2013
Source: Telegraaf TMG
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2012 2013
What's happening at the publishers?
desktop
tablet (web & app)
smartphone (web & app)
What's happening at the publishers?
desktop
tablet (web & app)
smartphone (web & app)
Source: Persgroep
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013
Source: Sanoma
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011 2012 2013
What's happening at the publishers?
desktop
tablet (web & app)
smartphone (web & app)
Source: Sanoma
Consump>on is spread over devices
WHAT’S COMING IN 5 YEARS?
v v
What is mobile? Blurring defini.ons
Es>mated Android user base. August 2013 (%)
Global
South Korea
v Small (<3.5”) Small tablet (7 -‐8.4”)
Medium (3.5 – 4.9”) Large tablet (8.5” +)
Phablets (5 – 6.9”)
What’s coming in 5 years? Wearables are beginning to take off…
WHAT IS HAPPENING IN OTHER MARKETS?
The NL Market 2013
Penetra>on Tablet 50%
Penetra>on Smartphones 72%
Overal Adver>sing spending: 3,18 billion
Overal Online spend: 1,26 billion
Overal Display spend: 520 million
Mobile Display Adver>sing spend: 46,8 million
Source: IAB report on Online Ad Spend
Bron: IAB report on Online Ad Spend
Source: Telecompaper
Let’s compare markets over
72% 75% 55% 62%
9,6 36 90 5,9
Number of smartphones
48,6 1000 7200 150
Ad spend mobile
1 : 5 1 : 27 1 : 80 1 : 25
Ra>o Smartphone penetra>on
NL UK US SE
What’s the differents in the markets: Scandics
Retail
Grocery Store
Real Estate
DEVELOPING THE NL MARKET BY IAB
HOW ARE THOSE FORMATS PERFORMING?
Ikea Subway ANWB
Lenovo NUON Sony
72%
28%
70%
30%
Recognition No Recognition Recognition No Recognition
Source: MeMo²
High impact
61% 66%
83%
0%
20%
40%
60%
80%
100%
1 contact 2 contacten 3 of meer contacten
Mobile Ad Recognition*
..is irritant*
..is opvallend
..heeft een duidelijke boodschap
..vertelt mij iets nieuws
* Significant verschil 3 of meer contactgroepen, p<.05 .!Source: MeMo²
Mobile Ad Recogni>on & Apprecia>on IKEA*
11% 14%
Store traffic: recent bezoek Subway
Source: MeMo²
10%
0%
26%
0%
Product Consideration!
Ad Awareness!
Exposed Non Exposed
Product Consideration
34%
49%
Awareness Catalogus app
Exposed Non Exposed
Source: MeMo²
Source: MeMo²
50%
17%
64%
27%
Awareness Xperia Z1 Overweging Xperia Z1
Non Exposed
Exposed & Artikelen gelezen
Sony Xperia Z1
0%
20%
40%
60%
80%
…is opvallend
…is leuk om naar te kijken
...spreekt mij persoonijk aan
…onderscheidt zich van andere mobiele advertenties ...vertelt mij iets nieuws
...heeft een duidelijke boodschap
…is geloofwaardig
Mobile MeMoBenchmark
* Percentage dat het (helemaal) eens is met de uitspraak .!Basis Exposed aan de campagne: NU.nl mobiele bezoeker!
ANWB IKEA Lenovo Yoga Nuon Bespaarcampagne
NU.nl Bezoekers (Mobiel)
Source: MeMo²
De mobiele adverten>e
Subway
HOW TO USE IAB FORMATS
TL;DR
Be accessible
How to op>mize the performance of your page and adver>sing banner
Be fast Be thumb friendly Be local Be ac>on compelling
DISPLAY ADVERTISING
TOUCHSCREEN CHANGED DISPLAY ADVERTISING
Impressions 1
SO MEASUREMENT CHANGED AS WELL
Engagement 2
Swipes 3
Dwell >me 4
Events 5 Expands 6
7 Closes 8 Interac>on window
9 Video
10 Device
11 Loca>on 12 Custom
Real Estate 4,11%
171, 859 Impressions Engagement Event Click on Object Click on Phone Click on Valua>on Swipe
1,53%
1,50%
0,01%
0,02%
3,92%
Define your KPI’s
Mobile-‐Influenced store sales vs mCommerce and eCommerce sales
Sources: Row 1: eMarketer -‐ U.S. Mobile Commerce Forecast: Capitalizing on Consumers Urgent Needs Row 2: Deloise analysis Row 3: Forrester -‐ U.S. Online Retail Forecast, 2011 -‐ 2016
MOBILE DRIVES VALUE TO ALL ASSETS
Number of recipents:
Method:
Fieldwork:
Data Collec>on:
Mediapartners:
Media Agencies:
Adver>sers:
Let’s learn form other markets
Source: Adssets
Number of recipents:
Method:
Fieldwork:
Data Collec>on:
Mediapartners:
Media Agencies:
Adver>sers:
The use of a second screen while watching TV
Source: Adssets
People who only use other screen while watching TV
Source: Adssets
Age
Gender Male
People who watches TV
Female
Source: Adssets
Prolonged: Checking out product and services from a TV ad Related: Checking out the TV shows / The TV show currently broadcas>ng
Compe>ng: Everything else (sites, social media, search, email, games):
Three types of behavioral with the second screen effect From an adver>sing perspec>ve
Source: Adssets
Prolonged Related Compe>ng
Prolonged Related Compe>ng
Mob
ile
Tablet
Popula>on
Second screen behavior
Source: Adssets
45% recognized the campaign
Mobile
Tablet
TV
€1 million
€100 000
€40 000
Source: Adssets
49% recognized the campaign
Mobile
Tablet
TV
€1 million
€100 000
€30 000
Source: Adssets
41% recognized the campaign
Mobile
Tablet
TV
€250 000
€100 000
€40 000
Source: Adssets
Cost per uniqu
e user
Source: Adssets
Just mobile and tablet Both mobile, tablet and TV Just TV
Campaign observa>on Contains interes>ng informa>on, increase interest
Increase the image, the desire to own
Visit site, point of purchase, search for info, click on link, purchase
Source: Adssets
TV or mobile/tablet TV and mobile/tablet
Source: Adssets
Lower cost In two out of three cases the mobile channels has a significantly lower cost in terms of observa>on.
Source: Adssets
Ac.on The mobile channels are very clearly connected to purchase and ac>on.
Source: Adssets
SIMPLIFY TO AMPLIFY
Missing standardisa>on
Smartphone: • Single banner • Double size banner • Half page banner
Tablet: • Medium rectangle • Floor ad • Leaderboard
4 standard formats
• Full page banner • Full page banner