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May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
THE ROLE OF MOBILE IN
THE MEDIAMIX
CORTNEY HENSELER
DIRECTOR, CONSUMER ANALYTICS & RESEARCH
advertising.aol.com
The Role of Mobile in the Media Mix - AOL
WHAT IS THE
BEST USE OF
MOBILE IN
DIGITAL
MARKETING?
GEOLOCATION SERVICES
GEOFENCING
SHOWROOMING
MOBILE COUPONING
INDUSTRY-ACCEPTED WISDOM
“34% OF IN-STORE CUSTOMERS COMPARE PRICES ON
MOBILE DEVICES”
“LOCATION-BASED SERVICES CAN PUT
BUSINESSES ON THE MAP”
“SHOPKICK BEAMS COUPONS TO YOUR PHONE AS YOU WALK
THROUGH THE MALL”
“WHY EVERYONE SHOULD BE SHOPPING ONLINE – WHILE
ACTUALLY IN STORES”
“WALMART WANTS COSTUMERS TO USE ITS APPS
IN STORES”
“HOW BETTER LOCATION DATA COULD MEAN MORE
TARGETED MOBILE ADS”
HOW PEOPLE
USE THEIR
MOBILE DEVICES
7
ACROSS AOL BRANDS
Source: All AOL O&O brands, AOL Omniture reporting suite
8
ACROSS DIGITAL: 54%
Source: comScore, Dec 2013
47% 42%
12%
TIMEUNEQUALLYDISTRIBUTED
0 200 400 600 800 1000 1200
Business/Finance
Search/Navigation
Sports
XXX Adult
Classifieds
Lifestyles
General News
Directories/Resources
Technology
Gaming Information
Personals
Family & Youth
e-mail
Portals
Retail
Retail - Movies
Multimedia
Photos
Radio
Online Gaming
Instant Messengers
Games
Corporate Presence
Social Networking
Mobile
Desktop
Mins per user per month
Source: comScore, Mar 2013
WE THOUGHT
SOMETHING WAS
MISSING
HUMAN
TRUTHS
MISSING
MEASUREDTHE ENTIRE
SMARTPHONEEXPERIENCE
ACTIVITIES
VALUE OF
ADVERTISING
LOCATION
SATISFACTION
MOTIVATION GOALS
APP OR MOBILE
WEBSITE USED
TOTAL SAMPLE: 1,051
AGES 13-54
3,010 MOBILE MOMENTS
QUALITATIVE QUANTITATIVE METERED
MOBILE IS MOST
OFTEN NOT
ACTUALLY MOBILE
68%OFALLMINUTES
AREAT HOME
SEVENSHADESOF MOBILE
ACCOMPLISH SOCIALIZE PREPARE
ME TIME DISCOVER SHOP EXPRESS
ACCOMPLISH
METIME
SHOP
ACCOMPLISH
METIME
SHOP
ACCOMPLISH
METIME
SHOP
DIFFERENT BEHAVIORS
SAMEMOTIVATION
METIME METIME METIME
WHICHIS THE BIGGEST?
ACCOMPLISH SOCIALIZE PREPARE
ME TIME DISCOVER SHOP EXPRESS
ME TIMEACCOUNTSFOR HALF
ACCOMPLISH SOCIALIZE PREPARE
ME TIME DISCOVER SHOP EXPRESS
11% 19% 7%
46% 4% 12% 2%
BRANDSAREMISSING THE
OPPORTUNITYIN ME TIME
46%
23%
12%
39%
19%
36%
11%
47%
7%
27%
4%
17%
37%
2%
SHOPME TIME SELF-EXPRESSACCOMPLISH PREPARESOCIALIZE DISCOVER
SIZE AD EFFECTIVENESS
ALIGN THE CREATIVE
MESSAGING WITH NEEDS
8%
8%
8%
10%
11%
11%
15%
16%
18%
24%
26%
41%
GIVE ME CONTROL
KEEP ME IN THE KNOW
HELP ME SOLVE A PROBLEM
LET ME CLICK ON THE PRODUCT & EXPLORE THE…
HELP ME SAVE TIME
HELP ME FIND WHAT I NEED
HELP ME DISCOVER SOMETHING NEW
HELP ME SAVE MONEY
INFORM ME
BE RELEVANT TO MY INTERESTS
MAKE ME LAUGH
ENTERTAIN ME
DESIRED AD QUALITIES
THIS MADE US
THINKABOUT
MOBILE CONTENT
EXPERIENCES
TRADEOFFS WHENDEPRIVEDWe asked people to go one day without their favorite device…
People would not do the task.
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
TRADEOFFS WHENDEPRIVED
People felt completely disconnected.
“I really just missed using it to text. I
especially missed it after I got home from
work and had not a lot to do. So I started
cleaning. At least I was more productive at
home then.”
“I was out yesterday for a while doing
errands and that is when I was the most
anxious without it. It made me a bit nervous
that my children, husband & family
members couldn't get a hold of me.”
People would not do the task..
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
SMARTPHONE…
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
TRADEOFFS WHENDEPRIVED
People found a way to get their tasks
done on either a computer or
smartphone.
“The main thing I missed about my tablet
was the convenience of going straight to
what I want to do at the push of a button
and knowing exactly how to execute each
step, even with my eyes closed.”
“We were needing to look up an address
but without the tablet, we had to boot up
the laptop to search for the address.”
People felt completely disconnected.
“I really just missed using it to text. I
especially missed it after I got home from
work and had not a lot to do. So I started
cleaning. At least I was more productive at
home then.”
“I was out yesterday for a while doing
errands and that is when I was the most
anxious without it. It made me a bit nervous
that my children, husband & family
members couldn't get a hold of me.”
People would not do the task.
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
TABLET…
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
WITHOUTA
SMARTPHONE…
TRADEOFFS WHENDEPRIVED
The Role of Mobile in the Media Mix - AOL
BETTEROFF
TOGETHER?
SHAPLEYANALYSIS:
The Role of Mobile in the Media Mix - AOL
Shapley Values
• Assigns value to each member of a coalition based
on individual contribution toward a success metric.
• Enables decision-making in situations when best
choice isn’t available
• Accounts for complexity inherent in the real-world
Common Use Cases
• Allocate shared profits fairly among a coalition of
contributors
• Choose which flavors of a product line to stock and sell
• Determine order for rolling out new software features
BORROWFROM GAME
THEORYTO QUANTIFYVALUE
35%
49% 52% 54%
60%
65% 67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Smartphone Tablet PC/Laptop Smartphone
& Tablet
Smartphone
& PC/Laptop
Tablet &
PC/Laptop
Smartphone
& Tablet &
PC/Laptop
Intent to Visit Regularly
One
Screen
Two
Screens
Three
Screens
CONSIDERALLSCENARIOS
PC,TABLET VIEWING DRIVE
INTENT TO VISIT REGULARLY
0.28
0.24
0.14
Computer Tablet Smartphone
Shapley Values
Shapley calculation based on intent to revisit content
website after forced exposure on device
USINGSHAPLEYTO
EVALUATEDEVICES
42%
36%
22%
Normalized ValuesShapley Values
Values represent share of visit intent driven
by each device. Attribute 28% of intent to
visit favorite content site regularly to the
computer.
The computer drove 42% of visit intent that
was observed, calculated by normalizing the
Shapley values .
28%
24%
14%
0%
25%
50%
75%
100%
Shapley Value
Computer Tablet Smartphone
67%
intend to visit
favorite content
regularly after
viewing on devices
2X
+5%
=
GENERATIONSSPLIT OVER
TABLET V. SMARTPHONE
TABLET TWICE AS
VALUABLE AS
SMARTPHONE FOR 35+
SMARTPHONE MORE
VALUABLE TO UNDER 35
SET THAN OVER 35
CONTENT ON PC EARNS
EQUAL VALUE
0.17
0.13
0.19
0.27
0.29 0.29
18-34 35+
Smartphone
Tablet
Computer
Shapley Values
Shapley calculation based on intent to revisit content after forced exposure on device
=
2X
4X
VALUEOF DEVICESHIFTS
BASEDON CONTENT TYPE
COOKING CONTENT
VALUED ACROSS
SCREENS
TECH ON TABLET IS 2X
PC OR PHONE
NEWS/SPORTS 3.8X
VALUE ON PC AS ON
SMARTPHONE
Fashion-Home
Auto
Finance-Banking
News-Sports
Cooking-Food
Entertainment
Tech
Computer Tablet Smartphone
Shapley calculation based on intent to revisit content after forced exposure on device
Shapley Values
CROSS-SCREENSYNERGIES
2 SCREENS
38
Increase in intent to visit when shown two screens,
compared to average lift of single screens
28%
23% 24% 24% 23% 22%
18%
Cooking/
Food
Cooking/
Food
Entertainment Fashion/
Home
Finance/
Banking
Finance/
Banking
News/ Sports
36%44% 35%
TABLET DRIVESINTENT TO
VISIT TECH CONTENT
SATISFY OR FEED MY
CURIOSITY
VISIT TO GET NEWS OR
INFO THAT IS
INTERESTING TO ME
DISCOVER SOMETHING
NEW
0.14
0.29
0.17
PC Tablet Smartphone
Shapley Value
Intent to revisit after forced exposure to favorite tech site on device
Motivations (no variation by device)
Why people visit tech content
TAKEAWAYS
CONVENTIONAL
WISDOM IS
OFTEN WRONG
MOBILE ISN’T
ALWAYS MOBILE
(ME TIME @ HOME)
TABLETS
CONTRIBUTE
A TON OF
UTILITY TO
CONTENT
NEED TO
UNDERSTAND THE
MOTIVATION – NOT
JUST THE
BEHAVIOR
THE OPPORTUNITY
IS MUCH GREATER
THAN JUST
GEOLOCATION
SERVICES
THANK YOU!
CORTNEY HENSELER
DIRECTOR, CONSUMER ANALYTICS & RESEARCH
advertising.aol.com
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by

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The Role of Mobile in the Media Mix - AOL

  • 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  • 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 4. THE ROLE OF MOBILE IN THE MEDIAMIX CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  • 6. WHAT IS THE BEST USE OF MOBILE IN DIGITAL MARKETING?
  • 8. INDUSTRY-ACCEPTED WISDOM “34% OF IN-STORE CUSTOMERS COMPARE PRICES ON MOBILE DEVICES” “LOCATION-BASED SERVICES CAN PUT BUSINESSES ON THE MAP” “SHOPKICK BEAMS COUPONS TO YOUR PHONE AS YOU WALK THROUGH THE MALL” “WHY EVERYONE SHOULD BE SHOPPING ONLINE – WHILE ACTUALLY IN STORES” “WALMART WANTS COSTUMERS TO USE ITS APPS IN STORES” “HOW BETTER LOCATION DATA COULD MEAN MORE TARGETED MOBILE ADS”
  • 10. 7 ACROSS AOL BRANDS Source: All AOL O&O brands, AOL Omniture reporting suite
  • 11. 8 ACROSS DIGITAL: 54% Source: comScore, Dec 2013 47% 42% 12%
  • 12. TIMEUNEQUALLYDISTRIBUTED 0 200 400 600 800 1000 1200 Business/Finance Search/Navigation Sports XXX Adult Classifieds Lifestyles General News Directories/Resources Technology Gaming Information Personals Family & Youth e-mail Portals Retail Retail - Movies Multimedia Photos Radio Online Gaming Instant Messengers Games Corporate Presence Social Networking Mobile Desktop Mins per user per month Source: comScore, Mar 2013
  • 15. MEASUREDTHE ENTIRE SMARTPHONEEXPERIENCE ACTIVITIES VALUE OF ADVERTISING LOCATION SATISFACTION MOTIVATION GOALS APP OR MOBILE WEBSITE USED TOTAL SAMPLE: 1,051 AGES 13-54 3,010 MOBILE MOMENTS QUALITATIVE QUANTITATIVE METERED
  • 16. MOBILE IS MOST OFTEN NOT ACTUALLY MOBILE 68%OFALLMINUTES AREAT HOME
  • 17. SEVENSHADESOF MOBILE ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  • 23. WHICHIS THE BIGGEST? ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS
  • 24. ME TIMEACCOUNTSFOR HALF ACCOMPLISH SOCIALIZE PREPARE ME TIME DISCOVER SHOP EXPRESS 11% 19% 7% 46% 4% 12% 2%
  • 25. BRANDSAREMISSING THE OPPORTUNITYIN ME TIME 46% 23% 12% 39% 19% 36% 11% 47% 7% 27% 4% 17% 37% 2% SHOPME TIME SELF-EXPRESSACCOMPLISH PREPARESOCIALIZE DISCOVER SIZE AD EFFECTIVENESS
  • 26. ALIGN THE CREATIVE MESSAGING WITH NEEDS 8% 8% 8% 10% 11% 11% 15% 16% 18% 24% 26% 41% GIVE ME CONTROL KEEP ME IN THE KNOW HELP ME SOLVE A PROBLEM LET ME CLICK ON THE PRODUCT & EXPLORE THE… HELP ME SAVE TIME HELP ME FIND WHAT I NEED HELP ME DISCOVER SOMETHING NEW HELP ME SAVE MONEY INFORM ME BE RELEVANT TO MY INTERESTS MAKE ME LAUGH ENTERTAIN ME DESIRED AD QUALITIES
  • 27. THIS MADE US THINKABOUT MOBILE CONTENT EXPERIENCES
  • 28. TRADEOFFS WHENDEPRIVEDWe asked people to go one day without their favorite device…
  • 29. People would not do the task. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA COMPUTER… We asked people to go one day without their favorite device… TRADEOFFS WHENDEPRIVED
  • 30. People felt completely disconnected. “I really just missed using it to text. I especially missed it after I got home from work and had not a lot to do. So I started cleaning. At least I was more productive at home then.” “I was out yesterday for a while doing errands and that is when I was the most anxious without it. It made me a bit nervous that my children, husband & family members couldn't get a hold of me.” People would not do the task.. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA SMARTPHONE… WITHOUTA COMPUTER… We asked people to go one day without their favorite device… TRADEOFFS WHENDEPRIVED
  • 31. People found a way to get their tasks done on either a computer or smartphone. “The main thing I missed about my tablet was the convenience of going straight to what I want to do at the push of a button and knowing exactly how to execute each step, even with my eyes closed.” “We were needing to look up an address but without the tablet, we had to boot up the laptop to search for the address.” People felt completely disconnected. “I really just missed using it to text. I especially missed it after I got home from work and had not a lot to do. So I started cleaning. At least I was more productive at home then.” “I was out yesterday for a while doing errands and that is when I was the most anxious without it. It made me a bit nervous that my children, husband & family members couldn't get a hold of me.” People would not do the task. "I just occupied myself with other things. I put new wheels on the lawn mower and cut the yard. Cleaned.” “A day with out my computer is very unproductive.” WITHOUTA TABLET… WITHOUTA COMPUTER… We asked people to go one day without their favorite device… WITHOUTA SMARTPHONE… TRADEOFFS WHENDEPRIVED
  • 35. Shapley Values • Assigns value to each member of a coalition based on individual contribution toward a success metric. • Enables decision-making in situations when best choice isn’t available • Accounts for complexity inherent in the real-world Common Use Cases • Allocate shared profits fairly among a coalition of contributors • Choose which flavors of a product line to stock and sell • Determine order for rolling out new software features BORROWFROM GAME THEORYTO QUANTIFYVALUE
  • 36. 35% 49% 52% 54% 60% 65% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Smartphone Tablet PC/Laptop Smartphone & Tablet Smartphone & PC/Laptop Tablet & PC/Laptop Smartphone & Tablet & PC/Laptop Intent to Visit Regularly One Screen Two Screens Three Screens CONSIDERALLSCENARIOS
  • 37. PC,TABLET VIEWING DRIVE INTENT TO VISIT REGULARLY 0.28 0.24 0.14 Computer Tablet Smartphone Shapley Values Shapley calculation based on intent to revisit content website after forced exposure on device
  • 38. USINGSHAPLEYTO EVALUATEDEVICES 42% 36% 22% Normalized ValuesShapley Values Values represent share of visit intent driven by each device. Attribute 28% of intent to visit favorite content site regularly to the computer. The computer drove 42% of visit intent that was observed, calculated by normalizing the Shapley values . 28% 24% 14% 0% 25% 50% 75% 100% Shapley Value Computer Tablet Smartphone 67% intend to visit favorite content regularly after viewing on devices
  • 39. 2X +5% = GENERATIONSSPLIT OVER TABLET V. SMARTPHONE TABLET TWICE AS VALUABLE AS SMARTPHONE FOR 35+ SMARTPHONE MORE VALUABLE TO UNDER 35 SET THAN OVER 35 CONTENT ON PC EARNS EQUAL VALUE 0.17 0.13 0.19 0.27 0.29 0.29 18-34 35+ Smartphone Tablet Computer Shapley Values Shapley calculation based on intent to revisit content after forced exposure on device
  • 40. = 2X 4X VALUEOF DEVICESHIFTS BASEDON CONTENT TYPE COOKING CONTENT VALUED ACROSS SCREENS TECH ON TABLET IS 2X PC OR PHONE NEWS/SPORTS 3.8X VALUE ON PC AS ON SMARTPHONE Fashion-Home Auto Finance-Banking News-Sports Cooking-Food Entertainment Tech Computer Tablet Smartphone Shapley calculation based on intent to revisit content after forced exposure on device Shapley Values
  • 41. CROSS-SCREENSYNERGIES 2 SCREENS 38 Increase in intent to visit when shown two screens, compared to average lift of single screens 28% 23% 24% 24% 23% 22% 18% Cooking/ Food Cooking/ Food Entertainment Fashion/ Home Finance/ Banking Finance/ Banking News/ Sports
  • 42. 36%44% 35% TABLET DRIVESINTENT TO VISIT TECH CONTENT SATISFY OR FEED MY CURIOSITY VISIT TO GET NEWS OR INFO THAT IS INTERESTING TO ME DISCOVER SOMETHING NEW 0.14 0.29 0.17 PC Tablet Smartphone Shapley Value Intent to revisit after forced exposure to favorite tech site on device Motivations (no variation by device) Why people visit tech content
  • 47. NEED TO UNDERSTAND THE MOTIVATION – NOT JUST THE BEHAVIOR
  • 48. THE OPPORTUNITY IS MUCH GREATER THAN JUST GEOLOCATION SERVICES
  • 49. THANK YOU! CORTNEY HENSELER DIRECTOR, CONSUMER ANALYTICS & RESEARCH advertising.aol.com
  • 50. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 51. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 52. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by