Update on the Mobile Marketing and MMA's SMoX research consortium.

1. What Really Is the Mobile Marketing Opportunity?
Based on the Most Valuable Research the Mobile Industry Will Ever Conduct
June 2016
Greg Stuart
Global CEO
Mobile Marketing Association
greg@mmaglobal.com

2. MMA is 800+ Members Strong Globally
Marketers, Agencies, Media Sellers, Technology & Operators Globally

3. 3
Today’s Discussion
1. What & Why Mobile?
2. What is the Mobile Opportunity in ROI
3. What Does MMA Suggest You Do

4. Mobile is the greatest
transformation in
consumer behavior that
we will see in our lifetime

5. Jack Welch Once Said…
There are only two sources of competitive
advantage:
1. the ability to learn more about our
customers faster than the competition and;
2. the ability to turn that learning into action
faster than the competition.
Jack Welch was chairman & CEO of General Electric between 1981 and 2001. During his tenure at
GE, the company's value rose 4,000%.

6. 6
Breaking Down the Mobile Opportunity
It´s my personal screen
Always on - I check it all
the time
With me in different
moments/need states
It´s my social device Opportunity to engage, participate,
interact and CONNECT
Highest attention during content
consumption vs. other media
Opportunity for more
frequent/ongoing interaction
Opportunity to customize content

7. But, getting marketers to do mobile marketing
is a little like kids asking for a cell phone

8. Mobile’s unique differentiator:
Mobile is the
closest you can
get to your
consumer

9. 9
One example: MMA Case Study *
Heineken: Heineken @WhereNext å
Provided users real-time recommendations about places and
venues that were trending in their cities.
Focused on Millennials using an algorithm that weighted real-
time data from Twitter, Foursquare and Instagram.
* MMA 2015 Smarties Winner. Source : MMA Case Study Hub
SMARTIES
Global Best in
Show 2015

10. 10
Heineken @WhereNext

11. So, if I look at this screen 150
times a day…
11
What is the
value of
being close?

12. Let’s look at the data
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

13. SMoX : Industry Consortium Coming together to
understand business value of Mobile in advertising Mix
Awareness
Image
Purchase Intent
Foot Traffic
Sales
13
5 Brands
4Countries

14. What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the impact of mobile on my
campaign performance & the business?
How can I make my mobile
investment work harder?

15. What is the value of mobile to your Business?
Can mobile help me better meet
my marketing goals?
What is the impact of mobile on my
campaign performance & the business?
How can I make my mobile
investment work harder?

16. TV
Print
Internet
FSI
Cinema
Social
OOH
Mobile Display Display,
video,
social
Display,
video, native,
location
Display,
audio, video
social
Display,
video,
social
Display,
video,
social
Display,
video,
social
Display, RM,
Weather
targeting, social,
video
Variety of media in each campaign mix
16
1 1
Study not public yet1

17. How many people can you convert with mobile?
?
Campaign Average Mobile

18. Mobile Delivered about twice CONVERSION
per Dollar vs. other media
Brands Campaign Objective
People Converted
Avg. Campaign
People Converted JUST
Exposed Mobile
AT&T Aware of MotoX Phone 1.9
Gold Peak Tea Aware of Gold Peak Tea 4.8
MasterCard Image: Use MC when Travel 1.7
Walmart Sales in Store at Walmart 2.0
Unilever, Magnum Sales 1.1
Coca Cola (Brazil) Sales 3.0
Coca Cola (China) Sales 2.0
Coca Cola (UK) Sales 2.0

19. But what do you expect from a channel that
has this kind of influence?

20. What is the value of mobile to your Business?
Can mobile help me better meet
my marketing goals?
What is the impact of mobile in my
campaign performance & the business?
How can I make my mobile
investment work harder?

21. 21
What do we know : Media Opportunity
Campaign Information Change in Campaign Due to Mobile
Company
(Brand)
Count
ry of
Study
Overall
Campaign Goal
& Optimization
All Media in
Campaign
Mobile Formats
in Mobile
Portion of
Campaign
Impact on Campaign just as Brand Executed Mobile
i
Impact when Optimizing within Mobile
Mix Also ii
Optimized % of Mobile in
Mix vs. Total Budget iii
Boost in Overall
Campaign Perf. iv
Opt. % Of Mobile in
Mix with Mobile Best
Practices v
Boost in
Overall
Campaign
Perf.
AT&T (MotoX) U.S. Awareness
TV
Print
Desktop
Display
16% +12% 20% +18%
MasterCard U.S.
Image
(“MC is good card
to use when
traveling”)
TV
Print
Desktop
Social
Display
Video
Social
8% +7% 12% +17%
Walmart (Back-
to-School
Grocery)
U.S.
Purchase
Intent
& Sales
TV
FSI
Desktop
Display
Native
Social
Location Targeting
11% +6% 15% +14%
Coca-Cola Co.
(Gold Peak
Tea)
U.S.
Awareness,
Image, &
Sales
TV
Print
OOH
Desktop
Display
Audio
Video
10%
+4% 15% +7%
Coca-Cola Co.
(Red Can)
China Sales
TV
OOH
Desktop
Display
Video
Social
8% +7% 15% +16%
Coca-Cola Co.
(Red Can)
UK Sales
TV
OOH
Desktop
Display
Video
Social
11% +10% 16% +25%
Coca-Cola Co.
(Red Can)
Brazil Sales
TV
OOH
Desktop
Display
Video
Social
19% +60% NA NA
i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated
ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile
iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign
iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation
v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase
use of targeting proven to work and more.

22. Key Questions
Can mobile help me better meet
my marketing goals?
What is the impact of mobile in my
campaign performance & the business?
How can I make my mobile
investment work harder?

23. Using the mobile toolkit to improve results
23
Audio
Video
Display
Rich Media
Native
Coupons
FORMATS CHANNELS TARGETING CREATIVE
Websites
Apps
Push
SMS/MMS
Social
Search
Email
Audience
Context
Day part
Location
Weather
Programmatic
Dynamic
Integrated
Closed loop
to payment

24. Yes, Mobile has many unique attributes
24

25. Using the mobile toolkit to improve results
25
Audio
Video
Display
Rich Media
Native
Coupons
QR
FORMATS CHANNELS TARGETING CREATIVE
Websites
Apps
Push
SMS/MMS
Social
Search
Email
Audience
Context
Day part
Location
Weather
Programmatic
Dynamic
Integrated
Closed loop
to payment

26. Mobile Video improved results for Coke.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Video
Mobile
Display
320
100 100
650
Effectiveness at
High Frequency
350
Manage frequency or rotate creative

27. Save video creative would produce stronger
results vs.. TV with lower cost
Mobile
Video
TV
40
100 100
450Better ROI!
Effectiveness at
low frequency
Price

28. Proprietary & Confidential
Source: Walmart SC Survey; Data Collected from: 8/4-9/28
MOBILE VIDEO
With the same creative, Mobile Video had
more impact than video on other platforms
0%
2%
4%
6%
8%
10%
12%
PointIncreaseinPricePerception
Frequency
Frequency to Lift Response
Mobile Video vs. TV*
CABLE TV

29. Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Native
Mobile
Display
500
100 100
1000
Effectiveness at
High Frequency
300
Manage frequency or rotate creative

30. Proprietary & Confidential
% Of
Mobile
allocation
in total
Budget
OTHER MOBILE
NATIVE
Mobile
Planned Spend
Mobile
Optimised
Spend
5.9%
1.1%
7.7%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
1.3
7%
9%
Mobile Native’s performance yields it the majority of
optimized spend across the mobile formats used.
Reco
Mix

31. Proprietary & Confidential
MM = Millions of people converted on Intent to Shop Walmart BTS
7%
9%
Mobile Spend in Back
to School Mix
Incremental Impact Due
to Mobile Spend
0.9M
2.5M
Change in
Impact
By reallocating within mobile, a +30% increase in
Mobile spend results in an 2.8X increase in impact.

32. Using the mobile toolkit to improve results
32
Audio
Video
Display
Rich Media
Native
Coupons
QR
FORMATS CHANNELS TARGETING CREATIVE
Websites
Apps
Push
SMS/MMS
Social
Search
Email
Audience
Context:
Day part
Location
Weather
Programmatic
Dynamic
Integrated
Closed loop
to payment

33. Location and format Interact:
And REALLY drive Foot Traffic
Expandable Units
Pencil Units
Retargeted
Proximity
40%12%
No Lift 10%

34. 1290
Depending on the category, Context Targeting
can add significant value
Day of the week*
130
100
Weekday vs.. Weekend targeting
Time of the day targeting for industry with Strong Time of Day Dynamic
Without
targeting
With
targeting
Time of Day**
100

35. So, Capitalizing on Mobile is a 2-Step Process
35
1. Optimize Mobile in the
Marketing Mix
That’s a law of the physics of media
2. Build capabilities within
Mobile
Education, test & learn, access to
industry,

36. 36
What do we know: The Media Opportunity
Campaign Information Change in Campaign Due to Mobile
Company
(Brand)
Count
ry of
Study
Overall
Campaign Goal
& Optimization
All Media in
Campaign
Mobile Formats
in Mobile
Portion of
Campaign
Impact on Campaign just as Brand Executed Mobile
i
Impact when Optimizing within Mobile
Mix Also ii
Optimized % of Mobile in
Mix vs. Total Budget iii
Boost in Overall
Campaign Perf. iv
Opt. % Of Mobile in
Mix with Mobile Best
Practices v
Boost in
Overall
Campaign
Perf.
AT&T (MotoX) U.S. Awareness
TV
Print
Desktop
Display
16% +12% 20% +18%
MasterCard U.S.
Image
(“MC is good card
to use when
traveling”)
TV
Print
Desktop
Social
Display
Video
Social
8% +7% 12% +17%
Walmart (Back-
to-School
Grocery)
U.S.
Purchase
Intent
& Sales
TV
FSI
Desktop
Display
Native
Social
Location Targeting
11% +6% 15% +14%
Coca-Cola Co.
(Gold Peak
Tea)
U.S.
Awareness,
Image, &
Sales
TV
Print
OOH
Desktop
Display
Audio
Video
10%
+4% 15% +7%
Coca-Cola Co.
(Red Can)
China Sales
TV
OOH
Desktop
Display
Video
Social
8% +7% 15% +16%
Coca-Cola Co.
(Red Can)
UK Sales
TV
OOH
Desktop
Display
Video
Social
11% +10% 16% +25%
Coca-Cola Co.
(Red Can)
Brazil Sales
TV
OOH
Desktop
Display
Video
Social
19% +60% NA NA
i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated
ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile
iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign
iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation
v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase
use of targeting proven to work and more.

37. Maybe we’ve Under-estimated Value: Mobile drives
significantly better results at same budget
Optimal allocation of Mobile in
Coke Brazil Media Mix
19% of the budget should be invested in
mobile to drive huge increase in profit
Other…
Mobile
19%
+60%
Incremental Profit
Due to Mobile Spend

38. 38
What do we know: The Media Opportunity
Campaign Information Change in Campaign Due to Mobile
Company
(Brand)
Count
ry of
Study
Overall
Campaign Goal
& Optimization
All Media in
Campaign
Mobile Formats
in Mobile
Portion of
Campaign
Impact on Campaign just as Brand Executed Mobile
i
Impact when Optimizing within Mobile
Mix Also ii
Optimized % of Mobile in
Mix vs. Total Budget iii
Boost in Overall
Campaign Perf. iv
Opt. % Of Mobile in
Mix with Mobile Best
Practices v
Boost in
Overall
Campaign
Perf.
AT&T (MotoX) U.S. Awareness
TV
Print
Desktop
Display
16% +12% 20% +18%
MasterCard U.S.
Image
(“MC is good card
to use when
traveling”)
TV
Print
Desktop
Social
Display
Video
Social
8% +7% 12% +17%
Walmart (Back-
to-School
Grocery)
U.S.
Purchase
Intent
& Sales
TV
FSI
Desktop
Display
Native
Social
Location Targeting
11% +6% 15% +14%
Coca-Cola Co.
(Gold Peak
Tea)
U.S.
Awareness,
Image, &
Sales
TV
Print
OOH
Desktop
Display
Audio
Video
10%
+4% 15% +7%
Coca-Cola Co.
(Red Can)
China Sales
TV
OOH
Desktop
Display
Video
Social
8% +7% 15% +16%
Coca-Cola Co.
(Red Can)
UK Sales
TV
OOH
Desktop
Display
Video
Social
11% +10% 16% +25%
Coca-Cola Co.
(Red Can)
Brazil Sales
TV
OOH
Desktop
Display
Video
Social
19% +60% NA NA
i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated
ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile
iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign
iv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocation
v Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase
use of targeting proven to work and more.

39. In Summary – SMoX Consistently Demonstrates
Allocation to Mobile
in the Mix, when
mobile is done right
Produces an
Increase in
Brand Metrics
Produces an
Increase in Sales
or Profit of:
All Studies
to Date
12% to 20% +/-17%
7% to 16%
to 60%
39
Sale
s
+7%
to
Sales
+60%
to
Sales
+16%
Mobile
12-20%
Other
Media
80%

40. The Math: Mobile will be a $70 Billion U.S.
business and over $200 Billion worldwide
(just from big brands)
However, as Reach Increases, so might Allocation
10-15%
Today
15-20%
w/ Best
Practices
20-30%
w/
Increased
Smartphones

41. Opportunity knocks

42. 42
What Does MMA Suggest?
Lean into the opportunity that is mobile:
1. Figure out what “closer” means for your business &
customer
2. Determine how Mobile fulfills your Brand promise
3. Re-allocate immediately, then figure it out
4. Test & learn, test & learn, test & learn
5. Get going – NOW!
6. And…

43. And finally, join rest of MMA to excel at Mobile

44. 44
Thank You!
Seizing the Mobile Opportunity
Mobile Marketing Association
greg@mmaglobal.com