Post on 04-Aug-2021
transcript
YuMe & ZenithOptimedia: Mobile & Multi-Screen PlanningMatt Taylor (YuMe)
Simon Taylor (ZenithOptimedia)
mix
representative of the online
universe
online survey
1,014respondents
adults18+
24 different connected devices
MIX AND MEASURE
Cross-Media Device Ownership And Usage
68% own a
Smartphone
97% own a Laptop
46% own a Tablet
19% own a Smart
TV
45% own a Game
Console
6.5% own an
OTT Device
UK: CONNECTED DEVICE OWNERSHIP
68% Of The UK Own A Smartphone
UK CROSS OWNERSHIP
If You Own One, You Own Many…
Computer97%
Smartphone68%
66%Computer & Smartphone
Tablet46%44%
Computer & Tablet38%
Smartphone & Tablet
OTT7%
number of devices
4.8per household
3.0per member
3.1per teenager
DEVICE PENETRATION IN THE UK
4.8 Connected Devices In The House
biggest incremental gains
in brand recall, consideration
and recommendation
innovativeinformative
positive
trustworthy
3+
keep it fresh with multi-screen exposure
MIX AND MEASURE
The Findings
+
50%
32%
29%
23%
21%
49%
MIX AND MEASURE
How Does The Mix Impact Brand Recall?
PURCHASE CONSIDERATION
RECOMMENDATION INTENT
1 device
2 devices
3+ devices
+4%
+10%
+11%
1 device
2 devices
3+ devices
+3%
+6%
+8%
MIX AND MEASURE
How Does The Mix Impact Purchase And Recommendation?
MIX AND MEASURE
How Does The Mix Impact Impression Of The Brand
Informative
Trustworthy
Innovative
PositiveImpression
ONE DEVICE
+42%
+22%
+35%
+36%
THREE+ DEVICES
+42%
+22%
+35%
+36%
+62%
+42%
+50%
+49%
20%
15%
15%
13%
INCREMENTALLIFT
+42%
+27%
+35%
+36%
combating ad fatigue
context dependent
memorytriggers forward
encoding
MIX AND MEASURE
Neuroscience And Advertising
One Screen, One Trigger Four Screens, Four Triggers
MIX AND MEASURE
More Screens = More Triggers
9399
109
SM
AR
TPH
ON
E
TA
BL
ET
PCInfluence of Device on Attention*
MOBILE DEVICES = HIGH ATTENTION
Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057.Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100
ATTENTIVENESS AND RECEPTIVITY
Mobile Devices Offer The Key To High Attention
-3%
-3%
12%
11%
10%
15%
23%
14%
OVERALL FAVORABILITY
PURCHASE INTENT
RECOMMENDATION INTENT
0%
Low Attention Moderate Attention High Attention
Brand Metrics By Attentive Audiences
Control n=482, Low n=876, Moderate n=1,891, High n=402
ATTENTIVENESS AND RECEPTIVITY
Higher Attention = Higher Brand Metrics
MIX AND MEASURE
The Output Of This Research Is The ‘Reach Calculator’
AN AGENCY STANCE ON MOBILE
Mobile: How We Approach It As Planners
16
Simon TaylorPlanning Business Director
MOBILE IS A BIG PART OF THE MEDIA DAY
It Reaches Places Other Media Can’t
17
MOBILE IS LIKE CRACK COCAINE
Everyone Is Checking Their Mobile On A Regular Basis
18
Average no. of times per day UK smartphone users check their phone
Source: Ipsos MORI: Global Mobile Consumer 2014
MINUTES PER DAY OF MOBILE USAGE
All This Checking Of Phones Is Adding Up: Over 2 Hours P/Day
19
Source: emarketer
MOBILE IS BIGGER THAN DESKTOP
It Is Also A Key Part Of The Consumer Journey
20
MOBILE IS A POINT OF SALE TOOL
And Used Across A Range Of Categories
21
MOBILE SPEND IS GROWING YEAR ON YEAR, EVERY YEAR
So Advertisers Are Piling More Money Into It
© 2013 YUME. ALL RIGHTS RESERVED.22
SIR MIX-AND-MEASURE-A-LOT
The Big But(t)
23
MOBILE ADVERTISING IS MORE THAN BANNER ADS
Most Advertisers Are Formulaic
24
Expandables /Interstitials
Standard mobile-web
Pre-roll
Standard in-app
THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Consumer Journeys Aren’t Linear. Far From It.
© 2013 YUME. ALL RIGHTS RESERVED.25
THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Data Is Collected From Tons Of Places And Isn’t Consistent
26
Product description
Consumer & expert reviews
Product information,
Branded content + Where to Buy Site listings, prices,
product ratings
Branded content, product demo, expert advice,
product comparison
Price comparison & expert reviews
X-sell & Up-sell content, promotions
Analytics
from
Ecommerce
partner
3rd party
/Radian6
Analytics or
other Web
analyticsAdwords /
DFS /
Other
GA or
Other Web
Analytics
3rd party
/Radian6
Analytics
from
Ecommerc
e partner
Mum connects with other mums
to get ideas
FB / 3rd
party /
Buddy
Media…
THE ROUTE TO PURCHASE IS GETTING MORE COMPLEX
Getting A Single-customer View Across Devices Is Tricky
27
CONVERSION TO SALE IS NOT AS STRONG AS DESKTOP
For (Mobile) Sales There Are Hurdles To Overcome
28
SITE ISSUES
TRUST ISSUES
DEVICE ISSUES
TIP 1 FOR IMPROVING DIGITAL PERFORMANCE
Use Attribution Modelling To Set Budgets Properly
29
Algorithmic AttributionDifferent Types of Attribution
TIP 2 FOR IMPROVING DIGITAL PERFORMANCE
Use An Integrated Stack For A Clearer Consumer View
30
TIP 3 FOR IMPROVING DIGITAL PERFORMANCE
Banners Are Boring…Do More Interesting Stuff
31
Interactive Mobile & Tablet VOD Household targeting
Cross-platform sequential messaging Impactful interstitials
SIMPLIFYING THE DIGITAL PROCESS
Proper Planning Prevents Piss Poor (Digital) Performance
32
Thank You