the mobile necessity

THE MOBILE NECESSITYAnh Ta

IPG Emerging Media Lab

July 7th, 2010

“They have internet on computers now?” – Homer Simpson

Convergence

Users

Reach

Advertisers

Mobile advertising has 5x better ROI than online advertising

Mobile coupons are redeemed at a 5% to 20% rate, compared with about 1% for print coupons

Mobile offers additional data:

Handset

Carrier

Geo-targets

Channels

Useful or Fun

Audience

89% Households <$100k Households ≥$100k

Walmart Moms Affluent Moms

Handset Targeting

Smartphones make up only 9% of subscribers

Usage

Recommendations

Mobile coupons SMS short codes

Mobile banners Mobile WAP

website

Conclusion

Superior targeting metrics means better ROI.

Mobile content is a “Trade” proposition – has to have utility or entertainment value to build trust.

Consumers are multi-screen audiences on the move. Mobile marketing is essential and requires a long-term strategy.

References

“Three Screen Report.” Nielsen, 1st Quarter, 2010. http://blog.nielsen.com/nielsenwire/online_mobile/what-consumers-watch-nielsens-q1-2010-three-screen-report/

“To Mobile or Not to Mobile.” Nielsen, September 15, 2009. http://en-us.nielsen.com/content/nielsen/en_us/report_forms/webinar_to_mobile.html

“Go Mobile, Grow …” IBM Institute for Business Value, 2008. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03051-usen-03_gomobile.pdf

“The State of Mobile: US Webinar.” comScore, June 8, 2010. http://www2.comscore.com

“Target puts mobile coupons on costumers’ cellphones.” USA Today, March 11, 2010. http://www.usatoday.com/money/industries/retail/2010-03-09-targetcoupons09_ST_N.htm

‘Walmart Moms: Economically Squeezed & “Up-for-Grabs” This November.’ Momentum Analysis, June 22, 2010. http://www.politico.com/static/PPM136_100621_walmart_presentation.html

“Mobile Marketer’s Classic Guide to Mobile Advertising.” Mobile Marketer, August 14, 2009. http://www.mobilemarketer.com/cms/lib/1617.pdf

“New InsightExpress Research Reveals Impact of Mobile Advertising.” InsightExpress, February 4th, 2010. http://www.insightexpress.com/release.asp?aid=445