WHY MOBILE WINS

CONNECTING THE DOTS

GENE KEENAN

TETRAD OF MEDIA EFFECTS: MOBILE

3

Enhances

Retrieves

Reverses

Obsolesces

MEDIUM GROUNDMOBILE

fixed media experiences.

isolation

the written word(usage &

knowledge)

connectivity(information, media,

relationships)

Time shifted shared

experience50s Television

today

BREAKING DOWN THE MOBILE TETRADImplications Of The Four Points

4

fixed media experiences.

isolation

Obsolesces

the written word

(usage & knowledge)

Retrieves

• OBSOLESCESMobile obsolesces fixed media experiences

Implication:All media being served needs to adapt to the context of time and location

• RETRIEVESMobile frees the written word from being fixed in time and space.

Implication:Mobile then needs to provide utility at all times to the end user in the form of valuable information

BREAKING DOWN THE MOBILE TETRADImplications Of The Four Points

5

connectivity(information, relationships)

Time shifted shared

experience50s Television

today

Enhances

Reverses

• ENHANCESMobile enhances connectivity to information and relationships. Meaning that we are never alone.

Implication:The access to human beings is always in hand. Human beings provide context, information, confirmation. Information becomes instantly actionable

• REVERSESFlips into TV but one of constant connectivity.

Implication:Access to all media means that media is no longer fragmented by post convergence. We now share that singular media experience like 50s television provided but in a time shifted experience augmented by it being social (virtual and physical) in a larger context of being connected to the rest of the world

TESTING THE TETRAD LOOKING AT BRAND METRICS

BRAND METRIC COMPARISONBy Single Media Channel

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0% 2% 4% 6% 8% 10% 12% 14% 16%

Unaided Awareness

Aided Awareness

Message Association

Brand Favorability

Purchase Intent

0.5%

0.9% 2.3%

4.2% 8.4%

3.5%

2.8%

15.0%

4.6%

3.3%

2.6%

2.0%

2.2% 5.6%

6.4%

5.5% 7.6%

8.8%

11.3%

8.2% Print

Online

TV

Mobile

source: Insight Express, February, 2012

Mobile by itself crushes every single other media channel across most brand metrics

TV ONLY MID 1970SPre-DVR

8

4.2%

source: Copernicus Marketing, 1980

Despite the addition of new media distractions TV has remained stableaided awareness

9

PRINT ONLY MID 1970’SFull Color

3.2%aided awareness

source: Copernicus Marketing, 1980

Print like TV has remained as effective as it was 40 years ago.

10

MOBILE IN RELATION TO OTHER MEDIA CHANNEL COMBINATIONSMobile Versus Media Channel Combinations

0% 2% 4% 6% 8% 10% 12% 14% 16%

Unaided Awareness

Aided Awareness

Message Association

Brand Favorability

Purchase Intent

0.5%

0.9% 2.3%

4.2% 8.4%

3.5%

2.8%

15.0%

4.6%

3.3%

2.6%

2.0%

2.2% 5.6%

6.4%

5.5% 7.6%

8.8%

11.3%

8.2% Print

Online

TV

Mobile

3.1%

6.9%

TV + Online

TV + Print + Online

.6%

TV + Print

4.5% 11.7%

11.0%

5.7% 7.2%

13.3%

13.9%5.2%

10.5%

9.6%4.7%

7.3%

source: Insight Express, February, 2012

Even in media mixes mobile by itself still crushes it

CONCLUSION

MOBILE BRAND METRICS FAR EXCEED ANY CHANNEL WE HAVE EVER SEEN BEFORE

IMAGINE THE MULTIPLIER EFFECT OF COMBINING MOBILE WITH OTHER CHANNELS!

WHY DOES MOBILE WIN? A SIMPLE THEORY

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VIEWING DISTANCES BY MEDIA TYPE

10 feet

10 inches

32 inches20 inches

distractions on “screen” too

AREA OF DISTRACTION

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PRINT

Print Challenges:Seeing an ad is a matter of luck. A spot like this centerfold provides high probability of being seen

The huge ad makes a large brand impact. It’s fairly close to your face and you are fairly engaged

17

TELEVISION

TV Challenges:High impact but content easily skipped (channel changing) or not seen because of DVR

Lots of distractions between you and what you are looking at:• Telephone• Computer• Other people• Outside the house

18

Online Challenges:• No large impact ads and when there

is the medium is used badly• ads could be below the fold• Lots of eye competition on the page

ONLINE

MOBILE100% Share of screen

19

Mobile ad banners seem grossly simplistic until you consider the fact that:

• They have 100% share of screen• Are a short distance from eyeballs to screen• User is deeply engaged with phone

(Witness users bumping into people while walking down the street)

ad

MOBILE WINS

SOME CONCLUSIONSHow It Effects Your Media Buying

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Although the screen is small it’s large in relation to the distance to your eyes making it a very immersive and engaging medium.Mobile has the power to connect all media and to provide context and relativity.This means that all of your media will be elevated to provide greater return on investment.

Campaigns With Mobile

Campaigns Without Mobile

Better

Brand M

etrics

->

APPENDIX DATA METHODOLOGY

METHODOLOGYInsight Express Data

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Media Campaign Runs in Various Channels

Exposure Groups are Compared to Control Baseline to Determine Media Effect

Control vs. Exposed Control vs. Exposed Control vs. Exposed

Respondents Recruited and Asked Brand Metric Questions

Brand A

Have heard Have not heard

Brand B

Brand C

source: Insight Express, February, 2012

23

METHODOLOGYCopernicus Marketing

The TV brand metrics data is based on 68 GRPS during prime time. Like the Insight Express data it represents an aggregate of data from across different brands

In addition to the TV data they also looked at Print (full color magazine ad) and found that print too had remained unchanged for the most part (3.2% compared to 3.5%)

source: Copernicus Marketing, 1980

http://www.copernicusmarketing.com/

END CONTACT INFO

CONTACT:Gene Keenangene@thecollectivefactory.com+1 415.218.7269