thinkla mobile 101 presentation- edwin wong, jason zollan
DESCRIPTION
From thinkLA Mobile 101 on September 18, 2012.TRANSCRIPT
Educational Series Mobile 101
Sponsored by
#thinkmobile
Senior Director, B2B of Strategic Insights, Yahoo!
#thinkmobile
Educational Series – Mobile 101
Edwin Wong
THE EVOLVING LANDSCAPE Mobile 101
3
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 4
TV watching has always been about community and connection...
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 5
... we've always been about "crossed experiences"
What does this tiny device even mean?
4C's: > Communications > Community > Content > Culture
6
Digital Connective Consciousness
7
MULTI-TASKING ON DIGITAL DEVICES: It's happening... a lot
80% 98million
With 122M mobile Internet users...
mobile TV multitaskers of respondents are mobile multitasking while watching TV
SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile) 8
In fact, 1/2 mobile multitask while watching TV daily, with 1/3 checking in 2+ times
49%
21% At least once a week
Everyday
I mobile multitask while watching TV
15%
25%
21%
39%
Less than once per show Once or twice
More than twice
For the full duration of the show
I multitask while watching TV
I multitask while watching TV
Q: How often do you use any of the following devices while watching TV at home? Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV?
9
80% 74%
61% 54%
46%
44% 38%
36% 32% 32%
24%
Text
Talk
Social Networking
IM
Not related to what I'm watching
Related to what I'm watching
Look up info on a commercial I just watched
Read news
Play online games
Do work or homework
Connection & content are main drivers What were you doing when mobile multitasking while watching TV?
CONNECT
94%
CONTENT
60%
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
\
52% of consumers are disappointed when
companies do not have specialized sites for their mobile Internet browser
75% of companies have no clear mobile strategy
Consumer Marketer Consumer Source: Y! Mobile Modes Study | August 2011 Marketer Source: ANA
There's a definite need to optimize mobile sites
11
12
BIG EVENTS: Consolidation Through Content
57%
55%
51%
47%
45%
40%
29%
27%
25%
Checked out the latest scores and schedules
Looked up team and player information & stats
Checked out top March Madness headlines
Checked out March Madness photos
Watched March Madness online-video content
Read blogs about March Madness
Managed my March Madness Fantasy Bracket
Fact-checked something my friend told me
Fact-checked something the host/announcer said
Viewers multi-task around content related to March Madness games... Multi-tasking on mobile devices while watching March Madness Games
SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 13
34%
31%
28%
28%
33%
30%
28%
26%
Updated social networking site related to March Madness
Responded to a post related to March Madness
Shared March Madness online video content
Posted a picture related to March Madness
Texted someone about March Madness
Emailed someone about March Madness
Talked smack with other fans online about March Madness
IM with someone about March Madness
...and communicating to their friends around March Madness content Multi-tasking on mobile devices while watching March Madness Games
SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 14
29% 28%
Visited a website related to a
commercial that I saw on March
Madness
Use a search engine to look up
information related to a commercial that
I saw on March Madness
Part of the benefit to marketers of mobile multi-tasking, is the looking up of ads Multi-tasking on mobile devices while watching March Madness Games
SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 15
47% Checked in' to March Madness but did not post to my social network
30% Checked in' to March Madness and posted it to my social network
45% Read articles related to the specific game I was watching
36% Read articles related to March Madness, unrelated to the game I was watching
37% Read up about the player stats and other information
18% Joined online discussions about the game
Most will check in without alerting their social networks and read an article What did consumers do on Into Now?
16
SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) How did you interact with the Into Now app while watching March Madness?
The Digital Extension
17 SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012 n = Total Sample (n = 2,535)
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CONNECTED TV: A Connected Devices Experience
What Makes Up Internet Connected TV? It’s accessing the Internet through your TV via your DSL/Broadband connection in any of the following ways:
Game Console
TiVO or DVR
Blu-Ray/DVD Player
Digital Media Adapter
Satellite/Cable Operator
TV Smart TV
Controllers
Defining Internet Connected TV (CTV)
SOURCE: Connected TV: The Dawn of a New Era | May 2012 19
Not at all interested
Not very interested
Somewhat Very interest
Extremely interested
10% 12%
32%
27% 18%
6% 8%
29%
30% 27%
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Based on the video that you just viewed, please tell us how interested you are in this Yahoo! Connected TV product if it were available on your current TV or a future TV that you might purchase and you had the ability to access, sync, and share content through your smart phone or Tablet PC device instead of directly to your TV? Base: Own device or plan to buy in the next 2 years.
Device Owners: How interested are you in using [insert device] to interact with Y! CTV?
Nearly 80% show interest in using mobile & tablet devices to interact with Y! CTV...
20
30%
28%
29%
30%
32%
32%
35%
32%
32%
33%
18%
21%
15%
20%
19%
20%
20%
30%
26%
26%
12%
11%
20%
14%
14%
17%
16%
14%
20%
18%
40%
40%
36%
36%
35%
30%
29%
24%
22%
22%
Media Search Guide
Extra TV Show or movies Info
Personalized Alerts
Extra Sports Info
Recommend TV Programs
TV Show Check
Voting or Polls
Access content not related to what you are watching
E-mail or IM
Social Networking
No Preference Tablet PC Smart Phone Internet Enabled TV
26%
29%
21%
29%
28%
30%
31%
44%
38%
39%
17%
15%
28%
20%
21%
25%
25%
21%
29%
27%
57%
56%
51%
51%
51%
45%
45%
35%
32%
33%
INFORMATION
CONTENT INTERACTION
COMMUNICATION
Build updates for the screen, go past the remote control for interaction & communication On which device would you prefer to access the following Y! CTV-related CONTENT?
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base) 21
30%
32%
31%
33%
34%
35%
31%
31%
21%
20%
23%
21%
22%
23%
25%
26%
13%
14%
14%
15%
18%
17%
21%
21%
35%
34%
31%
31%
26%
25%
24%
22%
Pictures or video of a product or service
An actual showcase of a product or service
The ability to purchase from your home
The ability to "check-in" for more savings
Finding out where to buy locally
Entering Contest & Sweepstakes
Talk about a product or ad on my social network
Talk about a product or ad via email or IM
No Preference Tablet PC Smart Phone Internet Enabled TV
30%
29%
34%
31%
33%
35%
36%
38%
19%
21%
21%
22%
27%
26%
30%
30%
51%
50%
46%
46%
39%
38%
34%
32%
INFORMATION
TRANSACTION
COMMUNICATION
Information and transaction can start on the big screen
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL content?
22
23
THE CHANGING CONVERSATION: Taking Risks from Consumer Cues
96%
58% 45%
91% 86%
41% 41% 56%
Price, Product Attributes, Proof
Points
Knowing the history, stories, or quirky
details
Finding interesting stories
Creating shared experiences with other customers
Consumers Marketers
Consumers want to hear about and experience brands more fully
24
25
LIFT TEST VS. CONTROL ATTRIBUTE FOR BRANDS
Innovation +37% Is an innovative brand
+17% Is forward thinking or progressive
Care +27% Understands me and what I like
+17% A brand that cares about it's customers
Content +90% Connecting with me around the content I love
+54% Trying to engage with me in new ways
Risk taking can benefit brands for being more innovative & caring Test versus Control Lifts for 2 Case Studies
25
Multi-tasking on Digital Devices: It's happening ...a lot
It's the way of life, capitalize on second screen interaction
Big Events: Consolidation Through Content
Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events
Connected TV: A Connected Devices Experience
Leverage platforms like CTV and publishers building out application experiences that cross devices
The Changing Conversation: Taking Cues from the Consumer
Change the consumer conversation before you are forced to change
Key Findings
26
Mobile Account Executive, Yahoo!
#thinkmobile
Educational Series – Mobile 101
Jason Zollan
29
30
My mobile is “ an extension of me & a part of
who I am”
SEARCH SOCIAL CONTENT
#1 Google #1 Facebook #1 Yahoo!
3 Major Activities People Engage on Their Mobile Device
Mobile advertising around
content (59% recall/42% engage)
is
more effective than ads on
social networking (45% recall/29% engage) and search engines (34% recall/24% engage)
Yahoo!/Ipsos Mobile Modes: How to Connect with Mobile Consumers, 2011
Filling the Gaps with Mobile Changes in Media Consumption Behaviors
Time
Time
Smartphone Desktop TV Laptop
an ebb and flow of usage, leaving both small and wide gaps throughout the day
Previously, usage spiked at specific points in time, leaving gaps for “Life”
Consumers no longer access single devices at specific points in time
for specific activities or occasions.
Time
Now, convenience of multiple devices allows consumers to fill in the gaps
% most typically use device while in the following situations….
Multitasking at home (i.e. in conjunction with something else)
Winding down at home (i.e. relaxing/before bed)
Filling in the gaps at home (i.e. while roaming around the house)
Getting things done (i.e. specific tasks)
Filling in the gaps on the go (i.e. while traveling, waiting on others, out-of-home ‘me-time’)
Navigating the moment (i.e. out running errands, need last minute info, location-based)
Communal activity (i.e. social settings, with family/others, family activities)
Getting the day started (i.e. when waking up, before work)
61
61
46
38
33
26
25
21
43
38
39
36
45
44
35
33
56
54
47
66
21
24
18
30
Each device fills gaps & needs
• Started the whole tech family; always comes back; mostly used for background noise
• Cutting edge, powerful and enticing • Always has neat tricks up his sleeve
• Powerhouse • Handles the heavy,
but staid
• Cute and useful • Always tags along; constantly growing
and surprising
• Hyperactive • Fun but glad to
take a break
Grandparents
Parental figure
Cool older sibling
Younger sibling/teenager
Cousins
Device family tree Tablets sit in a unique space…
Play to the device’s form
Inform your audience
Be Relevant
Offer personalized & localized experience
Enrich the Experience
No rules, just guidelines:
44% noticed an ad during
their last Tablet activity
40% of mobile users Agree with any of these statements: – After I see a mobile ad, I sometimes look for more
info
– I’m ok with mobile ads if it’s personalized to my specific needs and interests
– I’m ok with mobile ads when they are useful and relevant to what I am currently searching for
And do not agree with either of these: – I find advertising on my mobile device intrusive
– I find most mobile ads to be irrelevant
Mobile Offers a Creative Playground for Marketers
Custom Rich Media Drive Better Performance & Engagement With Custom Rich Media Units
40
Source: All Yahoo! Rich Media Campaigns- Crisp Wireless reporting. Regular banners are all campaigns H1 2011.
0%1%2%3%4%5%6%7%8%9%
Standard PC PC Rick Media
Static Web Static Banner (w/frequency
cap)
Click to Video Standard Expandable
Expandable with Video
Custom Rich Media
0.07% 0.20%0.74%
1.53%
2.64%
4.15%
5.70%
8.07%
PC
Mobile
Increase CTR with mobile and rich media
PC Rich
Yahoo! Beyond Gold Olympics App – Visa Cheer Experience
Yahoo! Beyond Gold Olympics App – Visa Cheer Experience
Multi-Screen Approach Target Customers Across All Screens To Drive Message
Mobile Smartphone Front Page
45
Mobile Smartphone Front Page
Have Fun – Really, Explore the Space Play to the Strength of the Device
Chevy Volt - Exploring the Space
Hit Your Mark – Make it Count Get the Right Message In Front of the Right Target
Respondents Most Likely to Respond to this Form of Mobile Advertising
Ads that are humorous Ads that are serious
Ads that are bold (uses vivid colors, etc.)
Ads which are more subtle and discrete
Ads that are interactive Ads which are not interactive
Ads that include images/graphical elements
(not video)
Ads that include video elements
61%
47%
37%
39%
13%
14%
20%
18%
Yahoo/Ipsos Mobile Modes study 2011
Humorous, bold, and graphic rich ads attract consumers most
Ads which are relevant to my interests/ background
Ads which are broader in focus
Ads which are relevant to local area
Ads which are broader in focus
Ads which are relevant to my current location
Ads which are broader in focus
Ads that provide a lot of detailed information
Ads that are visually attractive and provide little information
55%
47%
45%
37%
13%
14%
15%
20%
Ads that are relevant, specific and geographically targeted are also effective
Respondents Most Likely to Respond to this Form of Mobile Advertising
Yahoo/Ipsos Mobile Modes study 2011
52
27%
30%
35%
31%
25%
30%
55%
31%
30%
31%
45%
36%
As soon as you wake-up
When preparing for your day
On the go
While working
While at school
While running errands
During break time
While socializing
While eating meals
While shopping or in a store
While you are winding down
Before getting ready for bed/right before bedtime
Respondents Most Likely to Respond to Mobile Ads….
Peak time for ad interaction is during break times and when winding down
Yahoo/Ipsos Mobile Modes study 2011
DEMO GEO DEVICE
BEHAVIORAL CARRIER DAYPART
70
29 34
17 30
25
45 13
44
18
35 50
20
6539
21
CUSTOM BEHAVIORAL GEO DAYPART DEVICE
Be Where Your Customers Are – Leverage Mobile Targeting
54
A Great Mobile Example
Yahoo Continues to Pave the Way Thank you!
78MM
74%
Thank You!
Q&A