aquent/ama webcast: culture club mobile
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Culture Club: "They Come and Go" on Mobile
Who "comes and goes" on mobile? Nowadays, just about everyone. In fact, mobile reaches the Hispanic, Asian, and African-American communities more than PC, TV, or print.
During this webcast, Phil Miano, Vice President of Sales and Marketing at Collider Media, Inc., helps you understand the current diversity of mobile audiences and offers insight on how to bridge that cultural divide. Specifically, Phil’s webcast covers:
What are the complexities of developing content and marketing to various ethnic groups?How do you message to your target audience to impact usage and grow audience?What are some examples of successful culturally diverse mobile campaigns?What are the common mistakes people make trying to tailor to these unique demographics?How does better targeting lead to better revenue?
AMA Webcast:Culture Club: "They Come and Go" on MobilePresenter:Phil Miano, Vice President of Sales and Marketing, Collider Media, Inc.
Moderator:Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio:Participants (US & Canada, Toll Free): 800.945.9434International Participants: +1 212.231.2910
Deciphering Marketing Research Online: Technology, Techniques and Tools
June 21, 2012A Half Day Online Forum
Learn more at marketingpower.com/RESEARCHVX
Housekeeping Items
Recording and Slides
Attendees will be provided with a recording of today’s presentation and a PDF of the slide deck
Please reference hash tag: #AMAAquent, when tweeting about this webinar
Today’s Presenter
Phil MianoVice President of Sales and Marketing, Collider Media, Inc.
•Digital advertising veteran
•Helps advertising agencies, brands and mobile companies from around the world exceed their mobile marketing and research objectives
•Previously served as the National Sales Director of Mobile Advertising for AOL
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Culture Club: They Come and Go on MobilePhil Miano
phil@collidermedia.com
Targeting intelligence for mobile
Culture Club: “They Come and Go on Mobile”
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Agenda
Welcome/Intro• Why Mobile, Why Now?• Mobile Options
Mobile Marketplace: Ethnic Diversity• Hispanic• African American• Asian• Age and Gender
Reaching Mobile Audiences• How to Reach Audiences Effectively• Diversity Challenges and Opportunities•How to Mobile Clients Stay
Summary/Q&A
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Why Mobile, Why Now?
The Huge Mobile Opportunity:
Mobile Opportunity
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The Huge Mobile Opportunity:
Mobile Opportunity
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Mobile Options
Mobile Formats:
Mobile Options
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Trends:
Mobile Options
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Making the right mobile choice for the right audience
Ad is presented at the end of an opt-in text alert
Ad is shown on ad-supported Apps
Ad is shown on ad-supported mobile websites
Information
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Mobile Market: Ethnic Diversity
Ethnic Diversity
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Ethnic Diversity
Campaigns should be tailored to each user group's preferences as Hispanics, African-Americans, and Asians use the Internet and their phones differently.
Don’t make the mistake of using a broad, one-size-fits-all approach for narrowcast mediums in mobile
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
Hispanic:
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Ethnic Diversity
According to the Pew Hispanic Center:• 85% of native-born Latinos older than 16 years of age use the Internet
• 78% of native-born Latinos ages 25 to 34 who have Internet access use social networking sites such as Twitter, YouTube, and Facebook.Latinos are more likely than the average US household to have cell phones with Internet and video capabilities, according to Nielsen.
• Latinos also write more texts than any other race or ethnicity, sending 943 texts per month. The national average is 740.
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
Hispanic:
Ethnic Diversity
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THE FAVORITE DESTINATION.
African American
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Ethnic Diversity
• African-Americans use more mobile voice minutes per month (1,261) than any other group
• 33% of African-Americans choose app-based smart phones with Web-enabled operating systems.
Reference: http://www.prweekus.com/multiethnic-communities-and-mobile-marketing/article/214134/
African American:
Ethnic Diversity
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THE FAVORITE DESTINATION.
Reference: http://blog.nielsen.com/nielsenwire/online_mobile/infographic-the-digital-black-consumer-and-mobile-advertising/
Asian:
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Ethnic Diversity
• At 36%, Asians and Pacific Islanders prefer Apple's iPhone to all other operating systems – more than anyone else
• Asian Americans lead smartphone adoption with 67.3 percent using a smartphone as their primary mobile handset.
Age:
Age
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THE FAVORITE DESTINATION.
Source: Nielsen: http://blog.kelseygroup.com/index.php/2012/03/06/smartphone-usage-rising-among-mobile-users-across-age-and-income /
Age
Gender:
Gender
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THE FAVORITE DESTINATION.
Reference: http://blog.compete.com/2011/11/29/the-male-vs-female-debate-goes-mobile/
% of Male / Female Smartphone Owners that DO
(Question asked: How often do you perform each of the following activities on your smartphone? And the % displayed represents the sum of those not responding “Never”)
Male Smartphone Owners(n = 251)
Female Smartphone Owners(n = 284)
Send text messages 92% 98%
Access social networking sites 68% 79%
Play games 66% 76%
Share photos/videos 65% 73%
Conduct financial transactions 48% 60%
Shop online 48% 54%
Watch streaming content 42% 35%
Make dinner reservations 29% 24%
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Reaching Mobile Audiences
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Collider’s unique technology enables user level ad targeting across mobileweb sites, applications, video or any IP delivered Impression.
Collider Media is a data driven, ad decision engine, which safely allows 1st
party data to be matched with multiple verified 3rd party data sources.
Collider Media eliminates wasted impressions by reaching only verifiedprofiled users.
Collider Media enables advertisers to reach “hard to find” audience targetseffectively.
Collider technology interacts seamlessly with mobile ad-servers, exchanges, mediation partners and networks.
Collider’s technology unlocks the power of intelligent, profile-based targeting to find the right consumer with the right message
About Collider Targeted Advertising Overview
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Currently, Available Mobile Attributes are Hardly Useful for Effective Targeting
Location
Carrier
Content
Time of DayDevice Type
Title
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18 -35 yrs oldHH Income: $50kSingle
Shoppingfor a Car
Austin, Texas
Multilingual
College Grad
Male
Collider “Connects the Dots” in Order to Create Intelligent Profiles that Deliver ROI
Hispanic
No kids in HH
Title
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Collider Standard TargetingCategorical
Target Categories:
Life Change - First-time parent - Personal Finance info - Activities and hobbies - Health Focus Trips and Travel- Ethnic Background - Likelihood to buy Life Insurance - Types of credit Card
Purchasing Activity - Generations in HH - Vehicle Make - Yr. Vehicles - Lifestyle Vehicle
Classification - Non Auto vehicle owner - Vehicle Value
Likelihood to buy different car types - Number of Vehicles
Market value of home - Amount of home loan - Home loan use type - Ratio loan to home value
Home lot ft2 - Type home loan - Home loan Transaction Type - Home purchase cost –
Home loan Interest Rate - Political Affiliation - Congressional District
Age Gender HH Income Occupation
Education Kids in HH Marital Status Zip + 4
DemographicDemographic
PsychographicPsychographic
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Thank You!
Targeting intelligence for mobile
Questions and Answers
How to Submit Questions
1.Submit questions using the chat box located on the left-hand side of your screen.
2.Submit questions via Twitter by referencing the hash tag #AMAquent
Additional Questions? Contact our speaker at: phil@collidermedia.comGeneral AMA Questions can be sent to: alibb@ama.org
Thank You for your Participation!
Additional Questions? Contact our speaker at: phil@collidermedia.com General AMA Questions can be sent to: alibb@ama.org
Recording and slidesA presentation recording and slide deck will be sent to you
Twitter Please reference hash tag: #AMAquent, when tweeting about this webinar
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA
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