Date post: | 07-May-2015 |
Category: |
Business |
Upload: | sim-partners |
View: | 332 times |
Download: | 0 times |
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
SIMposium July 2013
Getting Beyond the Hype- What’s Really Working In Mobile Marketing Today
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 2
ABOUT ME
SIMposium Rocks!
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 3
There are 5 5mes as many cell phones in the world as there are PC’s HubSpot – Shocking Mobile Marke5ng Stats
91% of adults always have their phones within arms reach…24/7 Morgan Stanley
The average adult looks at their phone 41.5 5mes a day
Why Mobile
This jumps to 109 (mes for young adults (age 18-‐24) – Pew Internet & American Life Project
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Media Evolution
! Media is increasingly shifting to mobile ! Local Mobile CAGR = 49.96%
– Traditional Media = -0.3% – Digital Media = 12.3%
4
2012
0.9%
$132.4B
2013
1.7%
$132.7B
2014
2.9%
$136.6B
2015
4.0%
$139.5B
2016
5.0%
$145.2B
2017
6.1%
$148.8B
BIA/Kelsey Local Media Forecast, March 2013
Mobile All other media
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Is Big
5
$Bi
llio
ns
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Location Is Even Bigger
6 BIA/Kelsey Local Media Forecast, March 2013
$Bi
llio
ns
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Location Essential in Unlocking Mobile’s Potential
! Impacting Mobile Moments that Matter – Real-time location combined with 1st party geo-search data tells us a lot
about the mobile users needs and intent
7
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Evolving Consumer Behaviors
8
Election of the new Pope - 2005 Vs. 2013
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Online Mobile Access Growing
! Over 30% of Smartphone users prefer to go online via Mobile vs. any other device
9
Source: The Pew Research Center Internet & American Life Project, Spring Survey 2012
Preferred Online Access
Online via Mobile
Other Online Access
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Online is now Multi-Platform
! 1 out of 3 digital minutes now comes from smartphone and tablets
10 Source: comScore Media Metrix Multi-Platform (Beta) US, Dec 2012
63% Desktop
37% Mobile
Share of Digital Media Time Spent: Desktop Computer vs. Mobile
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
The Differences Between Smartphone and Tablet Usage
Key Findings from our Mobile Path to Purchase Study
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Smartphone Usage is more Out of Home, While Tablets are At Home
20% 35% 32%
51% 59% 82% 83% 83%
77% 65% 60%
47% 37% 16% 16% 15%
GAS/CO
NVE
NIENCE
BANKING & FINAN
CE
RETA
IL
INSU
RANCE
GAS/CO
NVE
NIENCE
BANKING & FINAN
CE
RETA
IL
INSU
RANCE
SMARTPHONE TABLET
OTHER
OUTSIDE OF HOME
HOME
Ques5on Used:CQ16A, CQ16B, CQ16C:, CQ16D Where were you when accessing the website/app on your smartphone/tablet?
12
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Is No Longer Just A Last Mile Media
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Is Used Mostly At the Start of the Shopping Process – with 1/3 of Users Indicating They Used Their Device Throughout
64% 44% 53% 50%
14%
11% 16% 17%
5%
8%
11% 9%
17% 37%
21% 23%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
ALL THE WAY THROUGH AT THE END
IN THE MIDDLE AT THE START
Ques5ons used: CQ39A/B/C/D: When visi5ng the <CATEGORY>, at what part of the research process did you use your <DEVICE>?
14
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Gas & Convenience Shoppers Are Most Likely to Use Mobile at the Start of the Shopping Process
At The Start In the Middle At the End All The Way Through
64% 50% 53% 44%
14% 17% 16% 11%
5% 9% 11% 8%
17% 23% 21% 37%
Insurance Retail Banking & Finance Gas &
Convenience
15
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Insurance Shoppers Are Most Likely to Use Mobile In the Middle of the Shopping Process
At The Start In the Middle At the End All The Way Through
64% 50% 53% 44%
14% 17% 16% 11%
5% 9% 11% 8%
17% 23% 21% 37%
Insurance Retail Banking & Finance Gas &
Convenience
16
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Retail Shoppers Are Most Likely to Use Mobile At the end of the Shopping Process
At The Start
In the Middle At the End
All The Way Through
14% 17% 16% 11%
64% 50% 53% 44%
5% 9% 11% 8%
17% 23% 21% 37%
Banking & Finance Gas &
Convenience
17
Insurance Retail
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
17% 23% 21% 37%
Banking & Finance Users Are Most Likely to Use Mobile All the way through the Shopping Process
At The Start In the Middle At the End All The Way Through
5% 9% 11% 8%
14% 17% 16% 11%
64% 50% 53% 44%
Insurance Retail Banking & Finance Gas &
Convenience
18
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile User Needs And Intent Varies
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
User Needs and Intent Varies Based on What They Are Looking For
24% 11% 49% 28%
39%
7%
27% 11%
36%
34%
38%
17%
21%
31%
49%
55%
14%
30%
4% 12% 1% 8% 1% 2%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
Not sure Other
Just Browsing Looking for Contact Info
Looking for Business to purchase from Researching Op5ons
20
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Top Activities Performed When Accessing The Mobile Device
21
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Users Take Action However Immediacy Varies
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
60% of Mobile Users Were Looking To Convert Within The Day
35% 45%
18% 12%
31% 10%
14%
6%
24%
12%
27%
7%
7%
7% 26%
24%
2%
2%
15%
2%
25% 14%
36%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
NO IMMEDIATE NEED LONGER THAN WITHIN MONTH
WITHIN MONTH WITHIN DAY
WITHIN HOUR IMMEDIATELY Ques5ons used: CQ18A, CQ18B, CQ18C:, CQ18D S5ll thinking of this most recent visit, how quickly were you looking to make a purchase/transac5on?
23
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Banking & Finance Users Are More Likely to Have the Most Urgent Needs
Immediately Within The Hour
Within The Day
Within The Month
45% 35% 18% 12%
10% 31% 14% 6%
12% 24% 27% 7%
7% 7% 26% 24%
Insurance Retail Banking & Finance
Gas & Convenience
24
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Gas & Convenience Users Are More Likely to Convert Within the Hour
Immediately
Within The Hour
Within The Day
Within The Month
45% 35% 18% 12%
10% 31% 14% 6%
12% 24% 27% 7%
7% 7% 26% 24%
Insurance Retail Banking & Finance Gas &
Convenience
25
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Retail Shoppers Are Most Likely to Convert Within The Day or Within the Month
Immediately
Within The Hour
Within The Day
Within The Month
10% 31% 14% 6%
45% 35% 18% 12%
12% 24% 27% 7%
7% 7% 26% 24%
Insurance Retail Banking & Finance Gas &
Convenience
26
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Insurance Shoppers Are most likely to convert within a month from their mobile activity
Immediately
Within The Hour
Within The Day Within The Month
10% 31% 14% 6%
45% 35% 18% 12%
12% 24% 27% 7%
7% 7% 26% 24%
Insurance Retail Banking & Finance Gas &
Convenience
27
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Location & Promotions Critical to Conversion
! Nearly 1 out of 3 smartphone users and 1 out of 4 tablet users reference their device specifically for contact information such as a phone number, address or map and driving directions.
! The majority of consumers (60 percent) expected businesses to be within walking or local driving distance from their current location.
28
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Consumers Take Action with Strong Purchase Intent and Conversions
Ques5on Used:CQ41A/B/C/D: When visi5ng the <CATEGORY> on your <DEVICE>, how was the actual purchase completed?
60%
Smartphone -‐ 60% Convert
53%
Tablet – 53% Convert
29
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Conversions Are Happening – On- and Offline
Ques5on Used:CQ41A/B/C/D: When visi5ng the <CATEGORY> on your <DEVICE>, how was the actual purchase completed?
30
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Key Take Aways
! Consumers are reaching for their mobile devices earlier and more often for their shopping and purchasing needs.
! Findings demonstrate that mobile marketing can not be taken as a “One Size Fits All” approach as usage varies not only by device – but by type of product / service need as well.
! Mobile is one of the most powerful tools in the consumer’s path-to-purchase - knowing how to engage users by device is essential in unlocking it’s full potential.
31
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
The Mobile Opportunity
32
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
US Mobile Ad Spend Share, By Format!! Mobile Search and Display will make up 96% of ad spend by
2017
Source: emarketer, June 2013 33
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Search – Where It Happens!! Mobile search occurs in both browser and in application
Top for General Search
Vertical Specific Search Engines
34
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
LOCAL: Mobileʼs Sweet Spot!
! 90% of mobile consumers have conducted a local search via their device!
!!
! More than 75% of time spent on mobile devices is conducted ON THE GO (or out of home)!
!!
! Mobile searchers are closer to the !!buying decision:!
– Mobile – 70% transact within the hour!– Desktop – 70% transact within a month!
!
Sources: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011; Jiwire January 2012, Bing 2010
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Driving Softness in Local Content Categories!
! While most mobile content usage is incremental to desktop usage – the following categories have experienced significant softness in desktop usage!
!
-‐2%
Maps
-‐4%
Comparison Shopping
-‐5%
News
-‐12%
Weather
-‐23%
Directories
Source: comScore Media Metrix Multi-Platform (Beta) US, Dec 2012 36
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
½ of Smartphone Searchers Purchase!
Source: Google – Mobile Movement Study, 2012
37
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Search Best Practices!
! Pay for top placement!
! Localize your messaging!!
! Utilize call extensions!
! Have a mobile optimized landing page!
! Donʼt forget about Apps!!– Donʼt take a Google only strategy – cover
all of the top most used applications in your category as well!
38
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Client Example: Dunkin Donuts!
3. RESULTS 2. SEARCH 1. APP HOME
4. WEBSITE / LANDING PAGE
• RESULTS - Dunkin’ Donuts experienced click-through rates that where 6 x’s industry rates – with a strong secondary action rate of 35%
39
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Think Outside The Search Box!! Mobile Display is growing faster than any other ad category
Source: emarketer, June 2013 40
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Mobile Consumer Usage Trends!
Source: Nielsen, 2011 41
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
The Ability To Reach Your Target Audience Passively ~ outside of search!
42
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Defining Location Targeting!
! Standard Geo-Targeting – the use of zip codes, cities, DMAs or other standard geo boundary to define an area in which ads can be targeted.!
!!
! Geo-Precision Targeting - refers to targeting areas that do not conform to standard geo-boundaries. !!
• Geo-Fencing - based on a set proximity or distance around select places or points of interest. !!
• Geo-Behavioral Targeting – typically based on real-time, historical, or location specific consumer behaviors that allow for dynamically determined targeting areas that change and shift as relevant user activity is detected. An example of Geo-Behavioral Targeting is xAdʼs proprietary SmartFencing™ technology which incorporates first party real-time search behaviors to identify and dynamically target key audiences.!
Standard Geo
Geo Fencing
Geo Behavioral
43
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Targeted Display Performance!
! On average locally targeted mobile ads achieve a CTR between 0.5 – 1%!
!! However, the true
measure of performance in mobile display is in post-click action!
Top Secondary Actions of Locally Targeted Mobile Display
44
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 45
Pinkberry Goes Greek with Location Targeted Ads
! Targeting Solution: – 1 mile SmartFence™ around Pinkberry locations
! Results: ─ The campaign doubled the
client’s mobile benchmark CTR and was highly successful in driving a lift in store traffic as measured by mobile coupon redemptions
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 46
Calvin Klein: Enhancing Relevance by Time of Day
! Targeting Solution: – Audience target of luxury retail
shopper + 10 mile SmartFence™ around Macy retail locations
– Creative was day parted to drive in-store traffic during store hours or an mCommerce shopping experience after hours
! Results: ─ The campaign exceeded the clients CTR
benchmark by 26% while helping to increase local sales during the 2-week campaign.
Evening Crea5ve
Day5me Crea5ve
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 47
Outback – Nothing but Gain in their Conquesting Game
! Targeting Solution: – To increase local market sales ads
were targeted to appear when consumers were within 5 miles of any Outback competitor location
! Results: ─ The campaign exceeded the industry
benchmark CTR by nearly 80% during the campaign period and has become an ongoing line item across Outback’s mobile campaigns
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
The Mobile Opportunity - Key Take-Aways!
! In mobile location matters – Localizing you ad message is just as important as the
targeting – Pay for top placement – Coverage in browser + application essential
! Re-Think Mobile Display – Not at all like traditional desktop display – Ability to generate performance in addition to local
market awareness
! Performance must be measured past the ad click
48
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute
Summary!
! There is an amazing opportunity for marketers in Mobile Search and Display!
!! To reap the rewards – think “Mobile First”!!! The time to start is NOW.!!
49
© 2013 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute 50
Contact Information
Monica Ho VP, Marketing
[email protected] P : 646-831-2168