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Mobile Marketing and Advertising - The New First Screen

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Mobile Marketing and Advertising - The New First Screen

  1. 1. Welcome to the New First Screen Mobile Advertising and Marketing Millard Brown Study
  2. 2. “The future is mobile”
  3. 3. “The future is mobile”
  4. 4. Finland Estonia Norway National emergency alert Voting Tax returns via SMS Spain SMS signatures legal
  5. 5. 2025
  6. 6. 1.3 1.4 4 2.7 1.5 6.8 0 1 2 3 4 5 6 7 8 Landline subscribers Televisions Radio receivers Internet users Computers Mobile subscribers
  7. 7. Mobile Moment(June 2014)
  8. 8. 48 hours Of video are uploaded to YouTube ever minute 300M photos are uploaded to Facebook everyday
  9. 9. Average Time with Major Media 19% 19% 5% 37% 12% 3% 2% 3% Online Mobile Digital TV Radio Newspapers Magazines Other
  10. 10. WHAT IS YOUR CURRENT AD SPEND ON MOBILE?
  11. 11. Digital Identity is Worthless – Digital Footprint is Priceless (Tony Fish)
  12. 12. 5.1B Global SMS (text) users 1.1B 218M Facebook users Twitter users Monthly Active Users
  13. 13. Text May Not Be Sexy, BUT….. • 90% of all text messages read within 3 minutes of delivery • 95% within the 1st 15 minutes • Over 99% read by the recipient SinglePoint Conversational Advertising
  14. 14. SMS versus email 90 min to respond to an email 90 sec to respond to a SMS
  15. 15. Text May Not Be Sexy, BUT….. • 90% of all text messages read within 3 minutes of delivery • 95% within the 1st 15 minutes • Over 99% read by the recipient SinglePoint Conversational Advertising • Text: – CTR 14.06% Conversion 8.22% • Email: – CTR 6.64% Conversion 1.73% (average 33% change yearly) • Internet Display – CTR 0.76% Conversion 4.43% • Direct Mail – Response 1.4-3.4% (Conversion < 1%) DMA 2010 Response Rate Trend Report
  16. 16. Mobile Barcodes • QR (Quick Response) Code: 1992 – Denso-Wave (Toyota) • Additional storage capacity accommodates a variety of data beyond numbers: – Text – Hyperlink – Telephone number (Phone call) – Email (Send message) – Contact entry (vCard or meCard) 30 characters 3,296 alphanumeric 1,000 characters
  17. 17. Tesco HomePlus QR Shopping (South Korea) • Nov 2010 – Jan 2011 • 10,287 online store via mobile • Members rose 76% • Online sales 130%
  18. 18. QR Codes Pros • Can link to your web site Cons • Can lose buyers
  19. 19. QR Codes Pros • Can be a great way to promote your business or campaign Cons • You can link to a porn site
  20. 20. QR Codes Pros • Can be beautiful Cons • Require a signal
  21. 21. QR Codes Pros • Can be placed anywhere Cons • A 3-story drop can be costly
  22. 22. Email • 79% of users read email – higher than those who use it to make calls (Adobe) • More email read on a mobile than on desktop email client or webmail (Litmus) • 56% of mobile purchases motivated by marketing inspired by email • Conversion rates 2x that of desktop
  23. 23. Augmented Reality • Yelp – See restaurants – Click to get ratings and reviews • Zagat RETINA – Can interact & virtually walk down the street – Click to get full review and details
  24. 24. AR Pages in Tesco Magazine Click-through rate (average) Click-through rate (best) 15% 60%
  25. 25. Volkswagen Beetle • Utilizes – standard billboards, – bus shelters, – traditional print-based media property
  26. 26. Mobile-based searches Smartphone users have searched for local info 25% 95%
  27. 27. Understand Your User • The local mobile user – Your future customers are literally around the corner and mobile can get them in your door – 75% of mobile searches trigger a follow-up action – 1.89 average number of follow-up actions per mobile search – 94% of smartphone users search for location info – 51% visited a store – 48% called a store – 29% made a purchase in-store and did so quickly
  28. 28. Mobile searches at home or work On the go 77% 17%
  29. 29. Of consumers won’t bother with a non-mobile optimized web site or will turn to a competitor Of users say they won’t recommend a business with a poorly designed mobile site 76% 57%
  30. 30. McDonald’s Interactive Billboard • Photo Catch – Using cell phone camera – Get one free • Pick & Play – No app – picknplay.se – Geo-location – Play on big screen in real- time – Last 30 sec get digital coupon w/directions
  31. 31. WHAT DO YOU THINK OF ADVERTISING
  32. 32. When mobile specific features are used, these rates are even higher Desktop Mobile CTR (Click Through Rate) 0.08% 0.35% Interaction Rate 1.94% 15.60% Awareness Lift 2.00% 5.00% Purchases Intent Lift 1.00% 4.00%
  33. 33. Location-Based Ads • Geofencing • Geo-conquesting • Geo-behavioral • Retargeting
  34. 34. Location-Based Ads • Nearly 70% of smartphone access is spent out of the home or on-the-go SenseNetworls/YP 2014 In Person 77% 23% Where purchases are made (IBM) 89% 65%65% 57% Restaurant Retail Immediacy of Consumer Needs Looking for business within 5 miles
  35. 35. Insights Restaurant • Proximity • Timing • KISS • Plan metrics that matter Retail • Geo-fencing might be too late • Sometimes location doesn’t matter • Target people not places • Get smart about mobile coupons – geo-conquest
  36. 36. Location-Based Service • Check in • Find friends • Share on social networks (FREE word of mouth) • Unlock rewards 20,000,000
  37. 37. Location-Based Service • Launched in 2009 • 3 million check-ins/day • 5 billion check-ins • 11 languages 20,000,000
  38. 38. Shopkick (Proximity Marketing)
  39. 39. SCVNGR – Buffalo Wild Wings • Take pics of friends, sauciest wing in the basket, fans of rival teams, crowd going wild… • Rewards for completed challenges included: – $5 off (3 points), – a free Coca-Cola (20 points) and – free wings (30 points) • Could share to Facebook & Twitter
  40. 40. Results • Players generated 20,000+ challenges • There were 184,000 unique players • 1 in 3 players returned to play again • 100 million social impressions via Facebook and Twitter. • On average, a player spent 90 seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations during the campaign. Now has an established database of 184,000 people for its next campaign
  41. 41. 18B Apps downloaded in 2011 45B Apps downloaded in 2012
  42. 42. Time on Smartphone Apps 64% Other 36%
  43. 43. App Half-Life (The Dirty Little Secret) 0 1 2 3 4 5 6 7 8 News Health, business, communication Shopping, media, lifestyle, travel Social Games Lose half of users within 3 months of reaching peak number of monthly active users
  44. 44. North Face (China) • Stake virtual claim • Live score kept on web & outdoor electronic board • 18 days • > 2 million unique visitors to web • > 651,000 red flags planted • Champion > 4,000
  45. 45. Web AppBrowser Requires connection Somewhat limited capability Static Interface Installed Can work offline Full phone features Interactive Speed Development Costs App Store Approval Process
  46. 46. NFS is at a really early stage, but the possibilities are limitless
  47. 47. People Aren’t Waiting
  48. 48. Bluetooth Low Energy (BLE) v NFC • 33-164 feet • iPhone • 75% of market in 18 months
  49. 49. Macy’s / American Eagle
  50. 50. “Put your best people on mobile.”
  51. 51. Cannot put them down 0 5 10 15 20 25 30 35 40 45 Britons Americans Italians Time (hours)
  52. 52. 2 out of 3 people look at phones while driving What billboard?
  53. 53. Mobile Marketing Strategy 33% of marketers have no defined strategy
  54. 54. Mobile: The Next Mass Media Legacy • Print • Cinema • TV • Radio • Internet
  55. 55. Mobile: The Next Mass Media Legacy • Print • Cinema • TV • Radio • Internet MOBILE • Permanently carried • Always connected • Built-in payment • Augmented reality • Audience measurement • Capture social context of consumption • and finally…
  56. 56. Mobile is Personal
  57. 57. NOW, WHAT ABOUT THAT MOBILE MARKETING BUDGET?

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