THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
Mark Donovan, SVP Mobile, comScoreMichael Chang, CEO, Greystripe
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Mobile Media is Here.
Today.
In the US.
We’re not “behind Europe” (though we’re different)
Key audiences doubling year over year
Attractive, hard to reach audience
Advertisers repeating buys
Measurement showing ROI
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Snapshot: US Mobile Market
Widespread use of mobile media— 4 in 10 mobile phone owners use mobile media— 1 in 4 mobile phone owners use their browser
Continued increases in key drivers of mobile media— > 100% YoY growth in Smartphones and 3G— 54% YoY growth in Unlimited Data Plan Subsciptions
Mobile media users attractive to advertisers— Mobile channel is additive to PC Web audience— Mobile ads proving effective
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Sizable, Engaged, Fast Growing Mobile Audience
Audience for Mobile News & Information access via browser and application(excludes social networking, email, and texting)
71% YoY growth in audience size
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Mobile Reaching Scale of Traditional Media
> 100% YoY growth in daily users of mobile news & information
Top 100US NewspapersDaily Circulation
27MM
ABC: 3/31/08
Daily Users ofMobile News & Info
(excludes email, social media)
>22MM
comScore: 1/09
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Mobile Display Advertising Moving Beyond “Mobile”
In the long tail however there are many non mobile sectors using mobile banner advertising. Of the 509 mobile banner advertisers tracked 118 were from non-mobile related sectors.
0 20 40 60 80 100 120
Mobile PublishingBroadcasting & Cable TV
Mobile GamesMobile Personalization
Movies & EntertainmentMobile Social Media
Automobile ManufacturersMobile Music & Video
Specialized Consumer ServicesEducation Services
Hotels, Resorts & Cruise LinesLeisure Products
Consumer FinanceWireless Telecommunication Services
Leisure FacilitiesApplication Software
Internet Software & ServicesAutomotive Retail
Food RetailCommunications Equipment
Top 20 industry sectors using mobile banner advertising
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Smartphones/iPhone Shine
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“Free” Content Models on the Rise
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Mobile Expands the Digital Audience
To reach the full digital audience mobile must now be integrated into campaigns
22.4% 21.9%17.7%
Light PC Web Users Moderate PC Web Users Heavy PC Web Users
% of people who access news and info via mobile browser
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comScore Mobile Suite
MobiLens— Comprehensive mobile audience metrics
Mobile Metrix— Metered panel measuring the mobile Internet
Ad Metrix Mobile— Continuous tracking of mobile display advertising
Brand Metrix Mobile— Mobile Advertising effectiveness
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Case Study: Burger King
Campaign Objective: To raise awareness of Burger King’s Flame body spray.
Research Objectives: To measure effectiveness of Burger King’s Flash ad running on Greystripe’s iPhone network.
Greystripe Run of Network: U.S.
Flight dates: February 13 – March 6, 2009 (Control N=2,964 Exposed N = 2589)
Engagement: 13.9% of users interacted with the ad for an average of 16 seconds.
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1 Greystripe Inc | © 2009 |
Case Study: Burger KingIncreased both intent to buy and likelihood to recommend Burger King FLAME body spray 50% lift in purchase intent for
FLAME body spray 40% lift in liklihood to
recommend FLAME body spray
Δ Lift +4% Lift: +50%
Δ Lift +4% Lift: +40%
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13 Greystripe Inc. | © 2009 | Confidential
Case Study: Burger King
Increased awareness of Burger King and Burger King’s FLAME body spray 167% lift in top-of-mind
awareness of Burger King 55% life in awareness of
FLAME body spray
Δ Lift +20% Lift: +167%
Δ Lift +12% Lift: +55%
Saw ad,Did not play
Saw ad,played
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14 Greystripe Inc. | © 2009 | Confidential
Case Study: Burger King
iPhone Flash ad was well received by the audience 95% lift in positive perception of
Burger King because of iPhone ad 85% of users enjoyed the
game
Δ Lift +18% Lift: +95%
Saw ad,Did not play
Saw ad,played
Felt Positive
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For More Information
Mark DonovanSVP + Sr. Analyst
comScore, [email protected]