Seizing the Mobile Moment

transcript

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Welcome!

Joe Prusz, Head of Mobile Rubicon Project @JoePrusz

Jenny Wise Senior Analyst, B2C Marketing, Forrester Research @JenniferWise

Emily Del Greco VP Sales Adelphic @EmilyDelGreco

Aaron Austin Head of Programmatic, North America InMobi @InMobi

*Source: eMarketer,2015

Global Pop = 7.1 B

Agenda

•  Introduc6on & The Mass Migra6on to Mobile

•  Forrester Research: Mobility Trends in Marke6ng

•  Trends in the Mobile Adver6sing Marketplace

•  Case Study: How McDonald’s Combines Video & Loca6on to Get Great Results

Global Pop = 7.1 B

Why Mobile? Global Pop in 2015

4.4B 61% penetration

Global Mobile Penetration 2015

By 2018, Mobile will take 66% of global media spend

Desktop will garner just 34% of available budget

Desktop Mobile

What makes Mobile different?

•  Avg. person looks at phone 220 times per day = continuous and highly personal engagement

•  Advertiser ID vs. Cookies (Apple IDFA / Google GAID)

•  Data — It’s about reaching the audience you seek!

•  Location matters more (and you are likely on the move)

•  Bedside, desk side, in-train, in-car… the only always-on advertising opportunity

Mobility Trends In Marketing: The Advertising Evolution Jennifer Wise, Senior Analyst

November 12, 2015

Agenda › What is the state of the mobile advertising

industry today? › How can advertisers use programmatic

to drive mobile advertising success? › What do advertisers need to do in 2016?

Remember when…. Image source: Mostly Simple Thoughts (http://www.novelog.com)

People have changed. Image source: Independent (http://www.independent.co.uk )

3 billion

Sources: Forrester Research Mobile And Smartphone Forecast, 2015 To 2020 (US)

53 hours

Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015

25 apps

Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014

And global adoption isn’t slowing down

(f) = forecast Source Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 to 2020 (Global)

The result?

Source: Online Gadget Store (www.onlinegadgetstore.com)

Programmatic buying has already extended well beyond online display

Source: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey

In 2015… › Mobile ad impressions and revenues are multiplying.

› Mobile budgets are swelling and spend will increase threefold between 2015 and 2020.

› Mobile ad tech capabilities are expanding.

It’s time for mobile advertising to evolve.

Source: Marketing Land (marketingland.com)

Programmatic rules…

…but has to facilitate quality.

1. Mobile ad formats break free from desktop

Integrated, personalized ads win the day

2. More native and video ad placements are available

New ad formats are available

Video advertising has arrived › Video inventory is growing due to shifting TV content, new mobile and digital-first content, and social media sites.

› Broadband coverage is enabling a higher-quality experience.

› Video advertising spend will grow faster than any other mobile format.

To master mobile video: Divorce it from TV

Source: Forrester report: “Don't Rerun Your TV Commercials For Mobile Video Ads”

Native placement options continue to grow:

› Native advertising platforms

› Publishing partners

› Amplification sites

To master mobile native: Content and distribution matter

Source: Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific

3. We say “bye” to the cookie, and welcome cross-channel identification

Mobile is one of many devices for online consumers

23% 44% 93% 64% 72%

Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

Base: Online adults 18+ (online weekly or more)

“Which of the following devices do you use (including any supplied by an employer)?”

Devices are used simultaneously

Image source: ABC News (www.abcnews.go.com)

Base: 19,033 US online adults ages 18+ (online weekly or more) Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

And sequentially

Image source: ABC News (www.abcnews.go.com)

Base: 19,033 US online adults ages 18+ (online weekly or more) Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015

I don't know

Both other digital channels and offline channels

Other digital channels only

We do not currently track mobile users across any other channels

Yet, the majority of companies still don’t track mobile users across channels

Base: 122 executives who either own or have extensive knowledge of their mobile strategy and services

Source: 2015 Global Mobile Maturity Executive Survey

Does your firm track mobile users across other channels?

It’s true: Identification is getting tougher

Multiple Connections

Multiple Touch-points

Multiple Media

One person

But solutions to build bridges between devices and users exist

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Device ID App Login Self-identification Account information POS data Email address Household ID 3rd party authentication IP address Cookie Location-based ID

4. Data improves attribution and spend effectiveness

What made an impression?

Multiple Connections

Multiple Touch-points

Multiple Media

One person

We have defined objec6ves that are exclusive for mobile campaigns

We use the same objec6ves for mobile as with other digital campaigns

We use business (e.g., customer service, staffing impact) KPIs

We use financial (e.g. revenue, conversion) KPIs to measure the success of mobile

We have iden6fied KPI's to measure our progress against our objec6ves

We use engagement (e.g., traffic) KPIs to measure mobile success

Which of the following pracGces do you employ to measure success of mobile programs?

Data helps to create KPIs

Base: 124 executives who either own or have extensive knowledge of their mobile strategy and services

Source: 2015 Global Mobile Maturity Executive Survey

Data fuels attribution

Data protects advertisers from market forces

Prepare for these changes in 2016: 1.  Programmatic takes over display, mobile, video, TV

2.  Mobile advertising will go beyond its online origins

3.  Publishers will create and offer more native ad and video placements

4.  The cookie is replaced

5.  Challenged to deliver by marketers, ad tech continues to advance

forrester.com

Thank you

Jennifer Wise jwise@forrester.com @JenniferWise

Image source: Recruiting Blogs (http://www.recruitingblogs.com/)

Big Picture: What’s Happening in The Mobile Advertising Marketplace?

Automated Direct Orders

App Dominance Video

AUTOMATION: Our Growth in Mobile NG Orders / PMP

Nielsen: Consumers use an average of 26.7 apps a month

Marketers’ increased investment in Apps +293% this year vs. last

•  Mobile app installs up 346%

•  Click-to-install rate up 32%

•  Impressions up 295%

•  Clicks up 237%

•  CPI down 12%

•  CPM down 1%

APPS: 85% of Mobile Time Spent in Apps; Acquiring a Loyal User Costs $4

VIDEO: Mobile as Biggest Driver of Video Ad Spend

Mobile is growing faster than all other digital mediums: •  Mobile video ad revenue in the

US will top $4.4 billion in 2018

•  Mobile video will grow almost five times faster than desktop video.

Source: BI Intelligence Estimates, IAB

o  Mobile video ad spend tripled in 2015

o  Now six varieties of Mobile Video that are available to sell, buy and execute programmatically

1.  InLine Outstream 2.  In-App Native Video 3.  Rewarded Video 4.  Expandable Video 5.  Interstitial Video 6.  Pre-Roll Video

o  And all of them can be location-enabled

Why we’re automating all mobile video formats

Full screen rich media MRAID video advertisement

Target audience built on location, and consumers are provided the nearest McDonalds locations

McDonald’s Mobile Conversion

Questions?

CONFIDENTIAL

Not leveraging available real-estate

Forcing users to rotate (which they don’t*) OR

*Only 1% turn their device according to Celtra benchmark reports, 2015

evaluating the mobile video dilemma

CONFIDENTIAL

user experience in mobile video is the key to engagement mobile video ads should...

●  respect your behavior – vertical

●  appreciate your time – short

●  acknowledge your surroundings – mute

creative needs to be... ○  high-quality

○  loading instantly

○  in-line rich & interactive

CONFIDENTIAL

short form vertical video, made expressly for mobile

CONFIDENTIAL

location dominates industry-leading access to location-based targeting, measurement and creative

TARGETING CREATIVE MEASUREMENT

CONFIDENTIAL

on-location targeting engage users at precise points-of-purchase or points-of-interest

CONFIDENTIAL

past-location targeting

rich audiences developed from user location history

Questions?

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

Thank you!

Joe Prusz, Head of Mobile Rubicon Project @JoePrusz

Jenny Wise Senior Analyst, B2C Marketing, Forrester Research @JenniferWise

Emily Del Greco VP Sales Adelphic @EmilyDelGreco

Aaron Austin Head of Programmatic, North America InMobi @InMobi