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Mobile Matters. A Lot it Turns Out.
But Should it Matter to Local Media?
Mega Conference
Atlanta
February 2015
Or….
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The MMA and it’s Members800+ Marketers, Agencies, Media Sellers, Tech, Operators Globally
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Today’s Focus
3
1. A (rapidly) changing media landscape
- Which breeds opportunity
2. Revolutionary research on value of mobile
- And the sizing of mobile
3. The opportunity for publishers
- Local has the best opportunity
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Media Come and Go
4
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David Carr’s Article
5
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The Only Constant is Change
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History Has Had a Lot of Opportunities
7
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Today’s Opportunity is: Mobile
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AS I’VE SAID…
Mobile is the Missing Piece to Local
9
Mobile Marketing Association
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10
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What Trend Line Do You Want to Be a Part of?
MMA proprietary and confidential
11
$1.6
$4.4
$8.5 $13.1
$18.6
$24.7
$31.1
$20.7 $18.9
$17.8 $17.1
$16.6
$16.2 $16.1
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
2011 2012 2013 2014 2015 2016 2017
US Mobile Ad Spend and Newspaper Ad Spend, 2011-2017billions
Mobile
Newspapers
Source: eMarketer, Aug 2013
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Cell Phones – It’s a New Generation
12
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Top Three Digital Agency Says..
13
“Mobile is not the new thing, it [might be] the only thing.”
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Q: Is This the Year of Mobile? Is it?
Mobile needed a compelling, fact-based, irrefutable analysis for marketers on the ROI value of mobile to THEIR business
goals
14
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(Smart Mobile Cross Marketing Effectiveness Studies)
The Research
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First, Thank our Partners$2 million raised to make this happen
16
http:///
PARTNERSSUPPORTERS
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SMoX Insights Are Here
U.S., UK, Turkey, China, Brazil
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18
1st Case Study:AT&T – New Device Launch
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1st Study: AT&T/MotoX Campaign
19
MEASUREMENT PARAMETERS
Target
Data Collection
18+
9/17/13-10/28/13
KEY KPI / GOAL
Build Awareness for the new device offering from AT&T
Awareness
Consideration/Image
Purchase
CAMPAIGN MARKETING MIX
TV:92%
PRINT:1%
ONLINE:5%
MOBILE: 1%
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Mobile Delivered 2x Impact /Dollar vs. TV when Factored Cost
NationalTV
OnlineDesktop
Print Mobile
20M
15M
10M
5M
0Tota
l Im
pac
t D
ue
to
Exp
osu
re(M
illio
n P
eo
ple
)
People Impacted: Device Awareness
Pe
op
le Im
pac
ted
pe
r D
olla
r
Efficiency (Impact/$): Device Awareness
7
6
5
4
3
2
1
0
20
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Shifting $ to Mobile Will ImpactMore People with Same Budget
21
SPEND TO IMPACT RESPONSE BY MEDIA: AWARENESS OF NEW DEVICE
Tota
l Pe
op
le Im
pac
ted
(M
illio
ns) 12,000
10,000
8,000
6,000
4,000
2,000
0
Spend
TV
MOBILE
DIGITAL
TV
MOBILE
DIGITAL
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Therefore, optimal mobile is 16%
22
ACTUALBUDGET
Tota
l Pe
op
le Im
pac
ted
(M
illio
ns)
OPTIMIZED BUDGET( BASED ON
AWARENESS)
=
=
=
=
National TV
Online Desktop
Mobile
1%
5%1%
93%
16%
5%
8%
72%
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By reallocating spend to mobile, there is an
incremental potential of 2.5
million NET people or
+12%!That’s almost the equivalent of the population of Chicago!
23
Same Budget
Better Results
Would You Ignore Chicago?
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24
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV
The Actual Impact
Mobile
Online Desktop
National TV
Total
PEOPLE IMPACTED(WITH CURRENT SPEND)
18.9 M
21.2 M
.7 M
1.1 M
.5 M
UPSIDE POTENTIALPEOPLE IMPACTED
(OPTIMIZED SPEND)
.3 M
-1.9 M
3.7 M
3.6 M
5.7 M +27%
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Similar Results in all 4 Studies
2/22/2015 Proprietary & Confidential25
Image
Purchase
Intent
Foot
traffic
Sales
16%
Mobile
Optimized %
10%
10%
8%
Study
Awareness
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Applying the learnings: Improved results
2/22/2015 Proprietary & Confidential26
Image
Purchase
Intent
Foot
traffic
Sales
Study Impact
+12%awareness
+4%Offline sales
+7%Agreement with key brand image
+15%Intent to shop
With
Best Practices
+18%awareness
+7%Offline sales
+17%Agreement with key brand image
+29%Intent to shop
Awareness
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But What Did You Expect from a Channel with this Commitment
27
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The Value of this Research
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Truly, Will SMoX Make a Difference?
1.0 1.2 1.5 1.8 2.2x1.0
2.0
8.1
20.3
32.8x
1.02.5
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 BaseFor 7 Brands that Conducted XMOS Studies
Total Online Spending
Average XMOS Brands
Average XMOS Companies
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The Math: Total Mobile Ad Spend
30
today
Optimal Allocation
based on 2013 AT&T case
Study
16%, 28.5B
71.7B
Optimal Allocation at
Maturity
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But Does Mobile have Unique Attributes?
31
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The Opportunity for Local Media
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First, Mobile Has a Powerfully Unique Positioning:
33
The Closest You Can Get
to Your Consumer
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AS I SAID LAST TIME…
Mobile is the Missing Piece to Local
34
Mobile Marketing Association
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USP is Supported by High Value
Personalization Pervasiveness Proximity
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My 3 Thoughts For Local Media
1.Location Matters
2.Local Media [Sales] Can [Should] Lead
3.Lots of Opportunities to Innovate [and Educate]
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My 3 Thoughts For Local Media
1.Location Matters
2.Local Media [Sales] Can [Should] Lead
3.Lots of Opportunities to Innovate [and Educate]
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2/22/2015 Proprietary & Confidential
38
0%
2%
4%
6%
8%
10%
12%
14%
16%
0 5 10 15 20 25 30
Po
int
Inc
rea
se
In
Pri
ce
Pe
rce
pti
on
Frequency
Frequency to Lift Response
RETARGETING shoppers that had been to a Walmart location in the past increased performance
Display Ad
Retargeted to a
Past Shopper
Retail Benchmark
Response for
Display Ad – No
Retargeting
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2/22/2015 Proprietary & Confidential
39
0%
2%
4%
6%
8%
10%
12%
14%
16%
0 5 10 15 20 25 30
Po
int
Inc
rea
se
In
Pri
ce
Pe
rce
pti
on
Frequency
Frequency to Lift Response
But real time proximity targeting can be even MORE IMPACTFUL than location retargeting!
Proximity targeting
1.5x
Display Ad
Retargeted to a
Past Shopper
Retail Benchmark
Response for
Display Ad – No
Retargeting
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2/22/2015 Proprietary & Confidential
40
Expandable Units
ProximityRetargeted
Pencil Units
No lift 10%
12% 40%
Location and format Interact: Combine for better results
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Because it is where Commerce Happens.
41
90% offlineYet companies know more about online consumer behaviors than offline ones…
Source: US Department of Commerce, May 2014
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My 3 Thoughts For Local Media
1.Location Matters
2.Local Media [Sales] Can [Should] Lead
3.Lots of Opportunities to Innovate [and Educate]
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1. Publishers Have a Role in Improving Ad Effectiveness in Digital
LowHigh
1. Cut out International impressions 18% to 43%
2. Manage Frequency 50% to 70%
3. Capitalize on Time of Day/DoW 10% to 15%
4. Ad Size matters 20% to 54%
5. Page Placement really matters 6% to 350%
6. Creative is “mission critical” 0% to 400%
Total Gain Possible: 0% 2910%
Insights from the What Sticks Research
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My 3 Thoughts For Local Media
1.Location Matters
2.Local Media [Sales] Can [Should] Lead
3.Lots of Opportunities to Innovate [and Educate]
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mobile advertising
traditionaladvertisingactivation
sponsorshipactivation
consumerpromotionactivation
mobileincentives &
coupons
in-storemobile
marketingVIP/rewards
program
mobiledatabasemarketing
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
Path to Purchase is the New Model
Opt-in
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
App promo
Augmented reality
QR codes
MobileCoupons
Mobilewallet
Socialintegration
Print Signage In-store Rewards
Source: Vibes, 2012
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Some of What’s is Possible?
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1. Messaging tools (for immediacy)
2. App Audience building
3. CRM and database building
4. Mobile Coupons / Mobile Wallets
5. Loyalty Programs
6. Location Targeting / Geo Fencing
7. iBeacons (In-Store)
8. Etc.
Membership
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slide titleI Get It. Change is Hard
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Get More: 2015 MMA Events
MMA Events are great networking, education &leadership
opportunities:
• NY Forum – March 17-18, 2015
• SMOX New York – March 17, 2015
• SMOX Chicago – April 9, 2015
• SMOX San Francisco – April 29, 2015
• Singapore Forum – May 25, 2015
• London Forum – June 8, 2015
• Cannes Lions – June 2015
• CEO & CMO Summit – July 26-28, 2015 (Sonoma, CA)
• Brazil Forum – August 2015
• China Forum - August 2015
• India Forum – September 2015
• SM2 Innovation Summit – September 2015 (New York)
• Vietnam Forum – October 2015
• Columbia Forum - October 2015
• Mexico Forum – October 13, 2015
• EMEA Forum – November 2015
• Indonesia Forum - November 2015
More coming
http://www.mmaglobal.com/calendar/monthly
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So, What’s The Future Look Like?
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In the End We Know that Mobile is
Coming.It’s Getting BIG.
And it is Tailor Made for Local
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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. Presentation of results in person at publishers’ clients or agency gatherings(Phase 1,2,3)
4. Welcome remarks in Roadshows (Platinum)(Phase 2, 3)
1. ANA /AAAA events and other initiatives (Phase 1,2,3)2. Research events ARF, ESOMAR, I-COM (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, presentations, case studies, MMA Website (Phase 1,2,3)
2. Webinars Sales and marketing teams to participate (Phase 1,2,3)
3. MMA Conferences including MMA Forums, CEO and CMO Summits (Phase 1,2,3)
4. RoadShow events in up to 4-6 cities inviting approximately 50 to 200 marketers and agencies to preview study results. (Phase 2)
INDUSTRY OUTREACH
Magnify MMA Roll Out Next
18 Months
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But Do You Recognize the Best Opportunities?
57
1. Google
2. Amazon
3. eBay
4. Yahoo
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If You’d Invested $1,000 in IPO…
58
Now*
$239,045Now*
$68,638Now*
$61,052Now*
$12,072
$100005/15/1997
$10009/24/1998
$100004/12/1996
$100008/19/2004
* 11/04/2013 ** Adjusted splits and dividends. Values have been roundedSource: Statista, Yahoo! Finance
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The Research
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And, Mobile has a Number of Unique Advantages
1. Mobile is Personal(one person per phone)
2. Mobile is Pervasive(everywhere, all the time)
3. Mobile has Proximity(tracking location)
Greg Stuart, CEO; [email protected] +1 631.702.0682
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Aspiration
without
Allocation
Is Meaningless
B. Bonin Bough
Mondelez International