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Somo Copyright & Confidential Somo Copyright & Confidential
@somoglobal
11th September 2013
CREATING SUCCESS IN MOBILE Emma Crowe, VP Strategy and Planning Naji El-Arifi, Product Innovation Manager
Somo Copyright & Confidential
ABOUT SOMO
2
Somo Copyright & Confidential
THE HERE AND NOW OF MOBILE Fastest innovators will gain significant advantage before slower companies awaken ‘First in Mind’ Brand Building
MOBILE PHONE ADOPTION
3
INTERNET SOCIAL MEDIA PC’S Source: Celtra
X2 X3 X10
Somo Copyright & Confidential 4
TV Broadcasting (1937)
M&S takes £5k order on mobile
site (2011)
87% of tablet owners do Christmas
shopping on their device (Dec 2011)
M-commerce Y0Y sales
increase by 55%
(2012)
Online sales 10x offline (2013)
Tablets launch (2010)
Amazon launches (1995)
First uk shopping centre (1976)
Barcodes launch (1966)
TECHNOLOGY GROWS EXPONENTIALLY
AOL founded (1983)
3G Launches (2008)
iPhone launches (2007)
www launches (1990)
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CONTEXT: DRIVING A NEW TYPE OF CONNECTED USER
RELEVANCE AND CONTEXT ARE KEY TO MAXIMISING USAGE
Tablet Mobile
Desktop
Clear behaviour patterns can be seen across usage and consumption...
12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am
of EU adults are ‘super connected’ meaning they are accessible across multiple devices for the whole of their waking day. 37%
Lean back. High Consumption and engagement
Always on. Location aware. Staccato usage
Lean forward. Focused engaged
Mobile brightens the commute
PC’s dominate working hours
Tablets popular at night
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MARKETING HAS YET TO CATCH UP
6 Source: eMarketer, Oct 2012
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RELEVANT MARKETING AND PRODUCTISATION
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Disruptive marketing Pushing Benefits
Deep engagement scenarios Being attractive
The Customer
Marketing Product
Now
Future
Somo Copyright & Confidential
SHIFTS IN INVESTMENT PER SECTOR
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Mobile investment is growing significantly across all sectors
These sectors are driving competition and also user expectations as to their experience on mobile
Somo Copyright & Confidential
LOYALTY
DIFFERENT MEDIA FORMATS AND CUSTOMER JOURNEY
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PREMIUM DISPLAY
PERFORMANCE DISPLAY
SMS
GEO - LOCATION SEARCH
INTERACTIVE MEDIA
MMS
VIDEO
SOCIAL
SOCIAL
DEPOSIT CONSIDERATION
RE TARGETING
PUSH NOTIFICATIONS
AWARENESS/CONSIDERATION
Source: Somo data
AR
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LOOKING AT THE WHOLE CONSUMER JOURNEY ...
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Ad
Spe
nd
Ad
Spe
nd
Ad
Spe
nd
Ad Spend P
rope
nsity
to d
rive
sale
Pro
pens
ity to
driv
e sa
le
Pro
pens
ity
to d
rive
sale
Pro
pens
ity to
driv
e sa
le
Opp
ortu
nity
to s
cale
Opp
ortu
nity
to s
cale
Opp
ortu
nity
to
scal
e
Opp
ortu
nity
to
scal
e
CURRENT SPEND FOCUS
PROPENSITY TO DRIVE A SALE
OPPORTUNITY TO SCALE
Pro
pens
ity to
dr
ive
dire
ct
inst
all
Pro
pens
ity to
driv
e di
rect
inst
all
Pro
pens
ity to
driv
e di
rect
inst
all
PROPENSITY TO DRIVE A DIRECT INSTALL
DEPOSIT LOYALTY AWARENESS CONSIDERATION
HIGH
LOW
Source: Somo data
...Where is the biggest opportunity to drive acquisition sales?
Somo Copyright & Confidential
SHIFT IN FORMATS TO THOSE WHICH DRIVE HIGHER ENGAGEMENT
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The impact of new brands moving into the space can be seen in the shifts per media format
Somo Copyright & Confidential
MOBILE SITS AT THE HEART OF THE MEDIA MIX
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Source: 1 Nielsen Cross Platform Report Dec 12, 2 Pitney Bowes Jan 13, 3 Kinect/Joule Feb 12, 4 IAB OnDevice Research Jan 2013 12
38% look for brand on mobile after seeing OOH 3
60% of Smartphones used in stores 4
3.3m Smartphone users in the UK have scanned a QR in the past 3 months 2
85% Smartphone users dual screen whilst watching TV 1
Through understanding the context of usage, mobile can be used to amplify traditional media
Somo Copyright & Confidential
IMPACT BRAND METRICS Interactive media is proven to influence the main brand engagement metrics: ü Brand/Ad awareness ü Purchase intent ü Message association ü Brand favourability
DRIVE BRAND PERFORMANCE Interactive media is proven to influence direct conversions post click: ü Increased CTRs ü Direct on site actions ü Increased user value ü Repetitive usage
INTERACTIVE MEDIA DRIVES HIGHER ENGAGEMENT
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BANNER EXPANDABLE INTERSTITIAL
1.4% CTR
8% CTR 10.2% CTR
Source: Celtra
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VIDEO OUTPERFORMS STANDARD FORMATS FOR AWARENESS AND INTENT
Video is one of the biggest growth areas on mobile - a 1600% increase in ad investment across 2012
Source: Yume APR 2013
Video is proven to increase both direct and indirect acquisition and increase conversion rates beyond the point of install
Somo Copyright & Confidential
USING MOBILE TO AMPLIFY TV IMPACT AND INCREASE ACTIONS
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Correlated display/
video Amplify ad recall X2 and increase
relevance and engagement by 500%+
App Stores A Top 25 position can increase installs driven from TV by +65%
Search engines TV marketing increases search
impressions by +250%
Social networks 66% of social media users engage
in double screen
Source: Somo/Google/Twitter data All activity needs to be aligned with the TV audience and slots
Somo Copyright & Confidential
INNOVATION LAB
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Somo Copyright & Confidential
LONDON Haymarket House 28 Haymarket London SW1Y 4SP +44 (0)20 3397 3550
MAKING SENSE OF MOBILE
www.somoglobal.com
@somoglobal [email protected]
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GET IN TOUCH.
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BERLIN Friedelstrasse 27 D-12047 Berlin +49 176 709 84780
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