yume & zenithoptimedia: mobile & multi-screen planning · 2014. 12. 3. · yume &...
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![Page 1: YuMe & ZenithOptimedia: Mobile & Multi-Screen Planning · 2014. 12. 3. · YuMe & ZenithOptimedia: Mobile & Multi-Screen Planning Matt Taylor (YuMe) Simon Taylor (ZenithOptimedia)](https://reader035.vdocuments.net/reader035/viewer/2022071516/613865ce0ad5d20676493afd/html5/thumbnails/1.jpg)
YuMe & ZenithOptimedia: Mobile & Multi-Screen PlanningMatt Taylor (YuMe)
Simon Taylor (ZenithOptimedia)
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mix
representative of the online
universe
online survey
1,014respondents
adults18+
24 different connected devices
MIX AND MEASURE
Cross-Media Device Ownership And Usage
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68% own a
Smartphone
97% own a Laptop
46% own a Tablet
19% own a Smart
TV
45% own a Game
Console
6.5% own an
OTT Device
UK: CONNECTED DEVICE OWNERSHIP
68% Of The UK Own A Smartphone
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UK CROSS OWNERSHIP
If You Own One, You Own Many…
Computer97%
Smartphone68%
66%Computer & Smartphone
Tablet46%44%
Computer & Tablet38%
Smartphone & Tablet
OTT7%
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number of devices
4.8per household
3.0per member
3.1per teenager
DEVICE PENETRATION IN THE UK
4.8 Connected Devices In The House
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biggest incremental gains
in brand recall, consideration
and recommendation
innovativeinformative
positive
trustworthy
3+
keep it fresh with multi-screen exposure
MIX AND MEASURE
The Findings
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+
50%
32%
29%
23%
21%
49%
MIX AND MEASURE
How Does The Mix Impact Brand Recall?
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PURCHASE CONSIDERATION
RECOMMENDATION INTENT
1 device
2 devices
3+ devices
+4%
+10%
+11%
1 device
2 devices
3+ devices
+3%
+6%
+8%
MIX AND MEASURE
How Does The Mix Impact Purchase And Recommendation?
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MIX AND MEASURE
How Does The Mix Impact Impression Of The Brand
Informative
Trustworthy
Innovative
PositiveImpression
ONE DEVICE
+42%
+22%
+35%
+36%
THREE+ DEVICES
+42%
+22%
+35%
+36%
+62%
+42%
+50%
+49%
20%
15%
15%
13%
INCREMENTALLIFT
+42%
+27%
+35%
+36%
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combating ad fatigue
context dependent
memorytriggers forward
encoding
MIX AND MEASURE
Neuroscience And Advertising
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One Screen, One Trigger Four Screens, Four Triggers
MIX AND MEASURE
More Screens = More Triggers
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9399
109
SM
AR
TPH
ON
E
TA
BL
ET
PCInfluence of Device on Attention*
MOBILE DEVICES = HIGH ATTENTION
Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057.Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100
ATTENTIVENESS AND RECEPTIVITY
Mobile Devices Offer The Key To High Attention
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-3%
-3%
12%
11%
10%
15%
23%
14%
OVERALL FAVORABILITY
PURCHASE INTENT
RECOMMENDATION INTENT
0%
Low Attention Moderate Attention High Attention
Brand Metrics By Attentive Audiences
Control n=482, Low n=876, Moderate n=1,891, High n=402
ATTENTIVENESS AND RECEPTIVITY
Higher Attention = Higher Brand Metrics
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MIX AND MEASURE
The Output Of This Research Is The ‘Reach Calculator’
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AN AGENCY STANCE ON MOBILE
Mobile: How We Approach It As Planners
16
Simon TaylorPlanning Business Director
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MOBILE IS A BIG PART OF THE MEDIA DAY
It Reaches Places Other Media Can’t
17
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MOBILE IS LIKE CRACK COCAINE
Everyone Is Checking Their Mobile On A Regular Basis
18
Average no. of times per day UK smartphone users check their phone
Source: Ipsos MORI: Global Mobile Consumer 2014
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MINUTES PER DAY OF MOBILE USAGE
All This Checking Of Phones Is Adding Up: Over 2 Hours P/Day
19
Source: emarketer
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MOBILE IS BIGGER THAN DESKTOP
It Is Also A Key Part Of The Consumer Journey
20
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MOBILE IS A POINT OF SALE TOOL
And Used Across A Range Of Categories
21
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MOBILE SPEND IS GROWING YEAR ON YEAR, EVERY YEAR
So Advertisers Are Piling More Money Into It
© 2013 YUME. ALL RIGHTS RESERVED.22
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SIR MIX-AND-MEASURE-A-LOT
The Big But(t)
23
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MOBILE ADVERTISING IS MORE THAN BANNER ADS
Most Advertisers Are Formulaic
24
Expandables /Interstitials
Standard mobile-web
Pre-roll
Standard in-app
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THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Consumer Journeys Aren’t Linear. Far From It.
© 2013 YUME. ALL RIGHTS RESERVED.25
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THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Data Is Collected From Tons Of Places And Isn’t Consistent
26
Product description
Consumer & expert reviews
Product information,
Branded content + Where to Buy Site listings, prices,
product ratings
Branded content, product demo, expert advice,
product comparison
Price comparison & expert reviews
X-sell & Up-sell content, promotions
Analytics
from
Ecommerce
partner
3rd party
/Radian6
Analytics or
other Web
analyticsAdwords /
DFS /
Other
GA or
Other Web
Analytics
3rd party
/Radian6
Analytics
from
Ecommerc
e partner
Mum connects with other mums
to get ideas
FB / 3rd
party /
Buddy
Media…
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THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Getting A Single-customer View Across Devices Is Tricky
27
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CONVERSION TO SALE IS NOT AS STRONG AS DESKTOP
For (Mobile) Sales There Are Hurdles To Overcome
28
SITE ISSUES
TRUST ISSUES
DEVICE ISSUES
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TIP 1 FOR IMPROVING DIGITAL PERFORMANCE
Use Attribution Modelling To Set Budgets Properly
29
Algorithmic AttributionDifferent Types of Attribution
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TIP 2 FOR IMPROVING DIGITAL PERFORMANCE
Use An Integrated Stack For A Clearer Consumer View
30
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TIP 3 FOR IMPROVING DIGITAL PERFORMANCE
Banners Are Boring…Do More Interesting Stuff
31
Interactive Mobile & Tablet VOD Household targeting
Cross-platform sequential messaging Impactful interstitials
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SIMPLIFYING THE DIGITAL PROCESS
Proper Planning Prevents Piss Poor (Digital) Performance
32
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Thank You