Getting Mobile Right

GETTING MOBILE RIGHTGROW YOUR BRAND THROUGH MORE EFFECTIVE MOBILE MARKETING

In the US alone, marketers are projected to invest a total of $19.8 billion1 in mobile marketing in 2015, but many are still

struggling with the optimal approach. Executives and tactical managers alike are grasping for insights into how to put mobile to

its best use and what impact mobile is having on their brands.

We’ve found three major questions that marketers are asking to better understand how mobile can propel their brand and not

become a vulnerable blindspot:

1. Where and how can marketers reach consumers on mobile?2. How can marketers engage consumers with mobile advertising?3. How can marketers increase their share of mobile consumer activity?

Read on to understand what your brand needs to do to Get Mobile Right.

THE MOBILE CHALLENGE: GREAT OPPORTUNITY REQUIRES A GREAT STRATEGY

1 Source: Mobile Marketing Association 2014 2MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT

Mobile has fundamentally changed the media landscape by increasing the opportunities for marketers to reach their

consumers, but many brands are not adapting their marketing plans fast enough to take advantage of these changes.

Mobile now surpasses TV as the most-used screen among multiscreen audiences. Multiscreen audiences in the US consume

an average of 147 minutes of TV per day compared to 194 for mobile devices (smartphones and tablets) – this is a major

opportunity for marketers.

SETTING THE STAGE

2 Source: Millward Brown’s AdReaction 2014: Marketing in the Multiscreen World

TV

147

103

194

LAPTOP MOBILE

SMARTPHONE

TABLET

DAILY SCREEN USAGE (US)IN MINUTES

3MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT

151

43


Smartphones are used as the “do-it-all” device, especially for

people who don’t have a laptop or tablet. They are used largely

for connecting through social media, texting, email, etc. Of all

devices, it is the one that consumers use consistently throughout

the day.

Tablets are used most often as an entertainment tool,

specifically while on-the-go. They are used for activities such as

social, email, video, or alternative content while watching TV,

largely in the evenings.

It comes as no surprise that TV is used for entertainment and

background noise while performing other tasks. Because of this,

TV continues to be used largely after the workday ends.

Finally, laptops are used for productivity, specifically for working,

searching, or shopping online. They are used when something

needs to be done quickly, or when several things need to be

done at once, and are most often used during the workday.3

HOW DO CONSUMERS USE MOBILE DIFFERENTLY THAN OTHER DEVICES?


40%

35%

30%

25%

20%

15%

10%

5%

06AM-9AM

SMARTPHONE TABLET LAPTOP TV

9AM - 12PM 3PM - 6PM 9PM - 12AM12PM - 3PM 6PM - 9PM 12AM - 6AM

SCREEN USAGE DURING THE DAY (US)


Of course, these devices are not used in isolation. Multiscreening is a

relatively new phenomenon – consumers on average consume 444

minutes of content in a 314–minute period. Of the 194 minutes that

consumers spend using their mobile devices (smartphones and tablets),

47% of that time is spent simultaneously with TV. The remaining 53% is

spent using each device separately. Each of these activities brings different

challenges for marketers as they seek to target mobile content.4

So what does this mean for marketers?

To achieve success in our multiscreen world and make the most of each

device, brands need to be consistent across screens and deliver a

cohesive message; be connected across screens, taking advantage of

the trend for consumers to mesh and stack; be conscious about which

screen is used to deliver content (keeping in mind the different use cases

of each); and of course, be concise.


THE MULTISCREENPHENOMENON


LOCATION MATTERSLocation is quickly becoming the most important factor in mobile advertising as marketers experiment with location-based advertising to target consumers and drive purchases. Now that consumers can use mobile to shop wherever they want, where are they doing it? The majority use mobile to shop at home. In addition, nearly one-third of consumers perform shopping-related activities on

their mobile devices while in a store.5 Understanding how mobile interactions shape the in-store shopping experience is becoming a necessary component of effective campaign planning.

AT HOME

IN-STORE

AT WORK

TRAVELING/ OUT OF TOWN

AT A FRIEND’S HOUSE

DINING OUT

COMMUTING

OTHER

72%

34%

34%

26%

18%

17%

16%

2%

WHERE ARE PEOPLE SHOPPING ON MOBILE?

Understanding where and how consumers use mobile is critical for successful engagement. In this section we’ll focus on three of the biggest trends influencing usage: location, social, and mobile app vs. browser.

WHERE & HOW CAN MARKETERS REACH CONSUMERS ON MOBILE?

5 Source: Millward Brown Digital’s Retail Study 2013


CONNECTING THROUGH SOCIAL MEDIAWith nearly three-quarters of adults aged 18-44 accessing a

social network daily, and smartphones being the most-used

device to access them,6 the interplay between social and

mobile is a trend that marketers can’t ignore.

Leveraging social media will continue to be an important part

of consumer engagement. Twenty-three percent of shoppers

that use a mobile phone in-store use a social network. More

importantly, more than half of them use the social network

for product or brand discovery or peer feedback rather

than for socializing.7 This means that social networking is an

influential touchpoint in the shopping process and needs to

be factored into marketing plans.

6 Source: Millward Brown Digital’s Digital Communications Study 20147 Source: Millward Brown Digital’s Impact of Mobile & Facebook while Shopping Study 2014

39%

29%

17%

15%

DISCOVERY

SOCIALIZING

ENTERTAINMENT

PEER FEEDBACK

WHY DO CONSUMERS ACCESS SOCIAL NETWORKING SITES WHILE IN STORE?


MOBILE APPS VS. BROWSING THE WEBIn a world of limited resources, we’ve discovered a new debate among marketers: should they invest time and budget in an

app or mobile browsing experience? Our research shows that the short answer for most ecommerce brands is both. The

majority of consumers use both apps and browsers when mobile shopping. Additionally, 72% of consumers who use shopping

apps have fewer than five of them installed on their phones.8 This raises the bar for the quality of in-app consumer experience

needed to make the short list and increases the need for brand websites to be found through mobile search. Ultimately,

this means that apps, mobile websites, and mobile search strategies need to work seamlessly for a best-in-class mobile user

experience.

8 Source: Millward Brown Digital’s Retail Study 2013

19.7%

34.2%

46.2%

APPS

BROWSERS

BOTH

ARE CONSUMERS USING APPS OR BROWSERS TO SHOP?


Mobile has proven to be a very effective advertising channel: the average mobile campaign is two to four times more effective

than PC-based online media campaigns at impacting metrics such as Brand Awareness, Brand Favorability and Purchase Intent.9

But that doesn’t mean that all mobile advertising is guaranteed success. As with all advertising, the effectiveness of mobile

advertising largely depends on two factors: developing the right creative and making smart targeting and placement decisions.

HOW CAN MARKETERS ENGAGE CONSUMERS WITH MOBILE ADVERTISING?

AIDED BRAND AWARENESS

AD AWARENESS

MESSAGE ASSOCIATION

BRANDFAVORABILITY

PURCHASEINTENT

+2.1

+3.6

+2.0

+1.2

+0.9

+4.3

+10.5

+7.6

+2.8

+3.5

MOBILE DESKTOP

9 Source: Millward Brown Digital’s Mobile Creative Best Practices 2014


DEVELOPING THE RIGHT CREATIVE Developing creative that resonates with target consumers is tricky in mobile due to the small space and personal nature of the

platform. In this section we’ll review key guidelines to keep in mind while developing creative for two important types of mobile

advertising: display ads and video ads.

DISPLAY ADSThrough our years of experience measuring the effectiveness of display ad campaigns, we can say that the best-performing ads consistently feature consistent branding, a simple color palette, a focused message, and a perceived value to the consumer.

BEST–IN–CLASSBANNER ADS

Consistent branding: A clear, full logo present in every frame of the ad is the most effective.

A simple, bold, legible color palette: Consider using at least one bold color.

Short, focused messaging: The most successful ads use no more than two messages (including a tagline).

Offers with tangible value: Consumers are more willing to tolerate marketers’ presence if they receive something in return (such as coupons, games, or useful information).10

1.

2.

3.

4.


MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT 11

VIDEO ADSThrough our recent research with Tremor Video and the Mobile Marketing Association, we’ve found that there are five

foundations to effective interactive mobile video advertising:

Given the potential impact, marketers are increasingly challenged to understand how well their campaigns perform so they can

iterate and learn which creative tactics are most successful for their brand. As mobile advertising consumes a greater percentage

of the advertising budget, the stakes become even higher to demonstrate ROI.

Intrigue consumers by starting a story but not telling the whole story.

Combine mobile video with an interactive layer to bring branded content to viewers rather than pushing them away with “tap-out” features.

Develop simple and clear messages that cascade cleanly from the mobile video into an interactive layer with further information.

Don’t dumb down just because the screen is smaller – build on the connection consumers already have with their mobile devices and aim for a strong emotional response.

Think about likely viewing scenarios (not just in the living room but also on-the-go) when deciding on creative and targeting.11

1.

2.

3.

4.

5.

11 Source: Millward Brown, Tremor Video, and MMA’s Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units 2014


MAKING SMART TARGETING AND PLACEMENT DECISIONSThe other factor in effective advertising is media placement. Better media targeting is often cited as one of mobile’s strengths as

an advertising medium. We see that on average, mobile campaigns deliver within the target audience just over half of the time,

compared to one-third of the time for online.12

Our research indicates the best creative, delivered on-target, will achieve greater success, while poor creative shows poor results

regardless, but particularly when targeted inefficiently.

Clearly, synergy between creative and media is key. It is important for marketers to understand how to target their creative

efficiently in order to have the biggest impact on their brands.

MESSAGEASSOCIATION

PURCHASEINTENT

BEST MOBILE PERFORMERSPercent Impacted: Delta (Δ)

MOBILE CAMPAIGN PERFORMANCE: AMONG TARGET VS. OUTSIDE OF TARGET

WORST MOBILE PERFORMERSPercent Impacted: Delta (Δ)

MOBILE ADAWARENESS

AMONG TARGETOUTSIDE OF TARGET

42.1

-1.2

37.6

-1.9

32.5

-1.7

21.9

-3.6

16.2

-5.3

15.6

-8.6


Lastly, in order to achieve a holistic mobile picture, marketers

must view their brand’s mobile presence within the context of

their competition. As mobile accounts for a larger share of the

consumer touchpoints along the purchase journey, and with many

competitors vying for limited consumer attention, increasing

mobile share is becoming an important driver of overall market

share.

We conducted a study of third party auto sites to uncover

mobile consumer patterns across desktop and mobile and to

understand the implications for brands. Mobile visitation trends,

benchmarked against desktop visitation, illustrated the relative

strengths and weaknesses of major third party auto sites across

platforms. A positive or negative mobile share imbalance does

not dictate success or failure, rather these types of insights are

incredibly valuable for helping marketers facilitate their own budget

allocation, plan strategies to increase share, and stand apart from

the competition.

HOW CAN MARKETERS INCREASE THEIR SHARE OF MOBILE CONSUMER ACTIVITY ?

13 Source: Millward Brown Digital’s Automotive Mobile vs. Desktop Webinar 2014 13MILLWARD BROWN DIGITAL: GETTING MOBILE RIGHT

35%

30%

25%

20%

15%

10%

5%

0

THIRD PARTY AUTO SITES:UNIQUE VISITOR MARKET SHARE FEB-APR 201413

DESKTOP UV SHARE

MO

BIL

E U

V S

HA

RE

0 5% 10% 15% 20% 25% 30% 35%

CARANDDRIVER.COM

MOTORTREND

CARS.COMEDMUNDS

AUTOTRADER

KBB

YAHOO AUTOS

IMOTORS

MOBILE SHARE POSITIVE IMBALANCE

MOBILE SHARE NEGATIVE IMBALANCE


Mobile is a critical component to any consumer-driven marketing strategy. But this is obvious. The struggle for marketers

isn’t deciding whether they should invest in mobile marketing or not; it’s understanding how to utilize mobile’s strengths as a

marketing platform to best support their brands.

We’ve covered the three main questions that marketers face in dealing with this: where marketers can reach consumers on

mobile devices, how marketers can engage consumers with mobile advertising, and how they can increase their share of mobile

consumer activity versus their competitors.

With so many inputs impacting smartphone usage, marketers need to understand which touchpoints consumers engage with

the most on mobile devices (such as social media, apps, search, etc.) in order to reach them in the most cost-effective and

impactful way. When it comes to mobile advertising, the synergy between clear creative and effective media placement is key to

engaging consumers. Finally, marketers need to continuously benchmark their brand’s mobile performance against competitors

to develop a best-in-class mobile experience and grow their share of mobile engagement.

At Millward Brown Digital, we believe that marketers need deep insight into these areas in order to engage their consumers and

get mobile right. And once marketers get mobile right, they will be one step closer in their path to getting digital right.

FINAL THOUGHTS


#GETTINGMOBILERIGHT

About Millward Brown DigitalMillward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division.

For more information please visit www.millwardbrown.com/digital or contact us at [email protected].

Date post:	07-Nov-2014
Category:	Retail
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