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Similaire à Bdf mobile media final
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Bdf mobile media final
- 1. The Convergence of Mobile and Media: Insights from the mobileSQUARED Roadshow mobileSQUARED Roadshow December 2010
- 2. 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Agenda •Background: The U.S. mobile market •Evolution of Mobile Advertising •Engaging: Targeting the Mobile Consumer •Calculating: How to maximize ROI •Measuring: The Digital IQ Index •Case Studies: Neutrogena and Olay •Creating: The Mobile App •Mobile Search Strategy •The Mobile Web •Summary and Conclusions: Mobile and BDF mobileSQUARED Roadshow
- 3. 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary. The U.S. Mobile Market Growing, changing, diversifying
- 4. 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Smartphones have significant share of market mobileSQUARED Roadshow
- 5. 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Smartphones will overtake feature phones next year mobileSQUARED Roadshow
- 6. 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Diverse users are important segment to capture mobileSQUARED Roadshow
- 7. 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Evolution of Mobile Advertising Looking towards the future
- 8. 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary. The last 5 years of mobile advertising…and the next June 29th, 2007: the iPhone –Changed the way consumers, publishers looked at mobile web –Ads and engagement became much more interesting –Mobile display advertising to drive acquisition –G1 launched on T-Mobile –$2.2 billion in ad revenue, <0.5% of total U.S. ad spend in 2007 –In 2008, Apple started the App Store, now 7 billion+ downloads mobileSQUARED Roadshow
- 9. 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile Evolution: the immersive experience In 2010, the iPad – Immersive experience for consumers – Apps and advertising are robust experiences – PR value helped bring mobile ads to forefront and have brands consider it – Mobile advertising becoming much more important of media mix as a whole – Multi-screen multiplier: mobile web, Xbox, iPhone apps 2011 and beyond: 4G, Location Based Services, Social Media, more video (HD), the CLOUD mobileSQUARED Roadshow
- 10. 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Text message marketing involves the audience Effective way to involve the audience – Innovation: provide opportunities for streamlined participation – Monetization: partner w/ pioneering brands to drive revenue from SMS – For the sponsor, SMS is: – Synaptic and targeted – Measurable: track effective spend, conversions – Trusted: ads tied to a credible source – Visible: embed branding message in a clutter- free medium – For MTV, SMS offers: – Ubiquity: deliver an experience for everyone – Relevance: deeply engage audience to contribute to show outcome mobileSQUARED Roadshow
- 11. 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile payment case study: Médecins Sans Frontières: mobile donations, 360 campaign • Social networks to spread the word and recruit volunteers – Make projects more popular among all users of social networks – Coming to donation page where you simply insert your mobile number –Here, social media integration starts – You can send it forward to friend Supported with different mobile promotions – Everything well integrated into overall campaign – Success factors = high personal involvement, viral activity – Strong brand awareness + community building mobileSQUARED Roadshow
- 12. 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Engaging the Mobile Consumer Adapting to the unique needs of this new audience
- 13. 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile users have unique needs • Immediate benefit: provide value to users upon initial engagement – Convenience – Store locator, product reviews, price comparison – Give option to use current location – Provide unique flow for different devices • Relevance: Hyper-target users with profiles • Ease of use: design simple, effective navigation – Easy to recognize what is selectable mobileSQUARED Roadshow
- 14. 14 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Powerful mobile strategy via digital engagement mobileSQUARED Roadshow • Mobile mainstream [1] – E-reader spending will jump from 2.5% to 18.75% – Tablets from 22.5 % to nearly 44% – Netbooks will rise from 6.25% to 20% – Digital plans should focus on engagement, interaction and trackable conversion [2] – Digital ad spending to leak into mobile spending Source: [1] http://www.mobilemarketingwatch.com/mma-survey-mobile-marketing-budgets-set-to-rise-124-from-2010-to-2011-7938/ , [2] ams.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf [3] “Optimizing your Digital Marketing Mix,” http://www.slideshare.net/DaveChaffey/optimising-your-digital-marketing-mix
- 15. 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Advertisers capitalize on consumer connectedness “Mobile is the most over-hyped marketing channel in the short term and the most under-hyped in the long term” -Sir Martin Sorrel, CEO WPP Group Questions businesses should ask before going mobile: – What are the goals of your mobile presence? – Building brand awareness and consumer relevance – Some companies trying to transfer e-commerce to m-Commerce – Drive commerce to brick-and-mortar retailer site – Engaging a broader base mobileSQUARED Roadshow
- 16. 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Customer and Brand Management Evolving Stage 1: CRM – Traditional advertising mechanism – Brands through to agency and consumer Stage 2: CRM 2.0 – More about communication, interaction and engagement – To do so, you have to give consumer more power vs. the brand Stage 3: Brand relationship management (BRM) – Consumers can actually control who talks to them – In doing so, there will be much better engagement b/w consumer and brand mobileSQUARED Roadshow
- 17. 17 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile Marketing ROI How to improve ROI and partner with retailers
- 18. 18 Copyright © 2010 The Nielsen Company. Confidential and proprietary. How to maximize the return on investment • 1. Create experiences that provide utility. People will return if it’s useful • 2. Integrate across channels. Benefit from halo effect of other mediums • 3. Measure, track, analyze. Proper analytics allow you to measure initiatives and improve them • 4. Buy mobile media. Use mobile to generate initial push of awareness • 5. Build a mobile database. Building an opted-in mobile database of brand's tech-savviest enthusiasts
- 19. 19 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile’s share in marketing spend ready to rise mobileSQUARED Roadshow • Mobile marketing spend to rise 124% in 2011 –Total mobile allocation is 4% of marketing budgets –Mobile marketing channel up the greatest percentage • MS and mobile Web sites are 58% in adoption this year, 83% projections for next year; apps are 71% • Location based features spending up 265%; SMS 141%; Mobile video 137%
- 20. 20 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile campaign categories (CPM basis) • Destination Site – Mobile application, optimized website, or landing page • Advertising Formats – Messaging: Opt-in SMS ads • Messaging (Mobile Display Advertising) – News, sports, entertainment, tabloids, cinema/films – Weather, music, social networking, traffic info, money, property – Travel, shopping, retail, auctions, diet & fitness, automotive – Chat and dating, games, gambling, top PC internet sites – Local news, search, premium text lists • Other mobile advertising – Sponsored games on portal – Pre and post-roll gaming community ads – Sponsored video – Sponsored on-portal takeover
- 21. 21 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Retailers innovate mobile for shopper insights, manufacturers need partnership strategy 38% of retailers have a mobile strategy, metrics • Customer centric retailers offer new features on apps: –Proximity and Non-proximity Payments –Dynamic Location Based Messaging –Line Busting, Mobile Phone Based Reviews/Video –Service and Repair Functions, in-store Interactivity Source: SmartSoft Mobile Solutions, “Best Practices: Defining Mobile ROI in Retail,” and “http://www.brandweek.com/bw/content_display/news-and- features/shopper-marketing/e3i7463e6c2968d742be6cb401e70fb7056 “
- 22. 22 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile Apps Should you create one?
- 23. 23 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile apps are rapidly increasing on smartphones
- 24. 24 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: August 2010 Nielsen App Playbook 2% 7% 14% 17% 15% 17% 15% 14% 18% 20% 21% 29% 10% 27% 50% 42% 42% 49% 59% 2% 6% 12% 16% 16% 17% 20% 20% 21% 22% 25% 28% 31% 35% 36% 37% 42% 49% 57% Other Application (please specify) Household/Personal Care Lifestyle/Health Food/Drink Communication (e.g. IM, VoIP) Shopping/Retail Travel Productivity Video/Movies Dining/Restaurant Banking/Finance Entertainment Sports News Social Networking Music Maps/Navigation/Search Weather Games Male Female Categories of Apps Used in the Past 30 Days by Gender Base: Past 30 Day App Downloaders Females are more likely than males to use social networking, while males skew high for sports, news apps Base: Male (n=2,032), Female (n=2,232) Questions used: CQ24: Which of the following types of applications have you used in the last 30 days?
- 25. 25 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Successful apps combine entertainment, information, and utility mobileSQUARED Roadshow • Going mobile is all about the consumer and keeping them engaged –Apps must fit in to everything you’re doing –Get high-performance app, has stickiness and will bring consumers back –NIVEA could make a game based on the “Bikini Challenge” –Countdown to New Year’s app
- 26. 26 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: August 2010 Nielsen App Playbook 43% 35% 25% 15% 12% Rewards Entertainment/interactive Communication/advertising Social/communities Other Types of Branded Apps Downloaded Base: Respondents who are Aware of Branded Apps (n=1,722) Rewards branded apps are the most popular type downloaded Questions used: CQBA7 What types of branded apps have you downloaded?
- 27. 27 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: August 2010 Nielsen App Playbook 8% 8% 9% 9% 9% 10% 12% 12% 12% 13% 14% 16% 16% 16% 19% 20% Read or wrote on a blog Purchased or intend to purchase advertised product/service online Purchased advertised product/service immediately Posted a comment or updated my status on my social networking site Called a toll-free or 800 number Recommended an advertisement/ advertised product/service Went to a retailer/store/distributor for more information Purchased or intend to purchase advertised product/service in a store Thought more favorably about the featured brand or product Entered a contest or sweepstakes Used a coupon Forwarded a link or video to others Considered buying advertised product/service Told someone about the advertised product or service Looked online for more information Used a search engine to find out more information Questions used: C41F Which of these actions have you ever taken as a result of clicking and viewing ads on your cell phone? Actions Taken when Viewing Mobile Advertising Clicked on an Advertisement while within an App (n=849) Roughly one in five app downloaders that have clicked on an in-app ad have searched for more info online
- 28. 28 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile Search Strategy Can consumers find your products?
- 29. 29 Copyright © 2010 The Nielsen Company. Confidential and proprietary. How important is search in your mobile strategy? Search patterns suggest: mobile search incremental to desktop search Google Goggles mean visual search on the rise – Media bridging concept: bringing an interactive experience – Find out what you want (online or off) with Shopper – Scan a barcode or do a voice search – Search along route in Google Maps mobileSQUARED Roadshow
- 30. 30 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Internet behavior is similar across full browsers Queries are remarkably similar –Average desktop query and mobile both have 3 words –Heavy mobile searchers actually inputting more complex queries than desktop users Mobile consumers looking for local information (Couponing opportunity) – Search near My Location – Find friends nearby – Call a local business – Find local store hours – Get driving directions – Locate a business on maps mobileSQUARED Roadshow
- 31. 31 Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Mobile Web Consumers’ constant internet access a boon for marketers
- 32. 32 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Mobile Web Experience vs. PC Mobile web experience different than PC – Whole user experience needs to be thought out and mapped carefully – How do you provide immediate functionality to users, i.e. store locator in retail environment – Ease of use is critical – One size does not fit all – You have to focus your content – Location! – Leverage LBS, hyper-target customers w/ user-specific offers according to their location, user history and other demographics mobileSQUARED Roadshow
- 33. 33 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentati 1. Growth of mobile coupons and commerce 2. Converging on mobile devices 3. Downloadable applications or sign up for SMS alerts 4. Regular ways of engaging consumers can build loyalty and long-term engagement 5. Leverage mobile 6. Mobile display ads targeting local search consumers 7. Fast growing, popular activity on mobile device Strategies and Tactics One of fastest growing parts is the mobile web Internet reach: 35% use mobile web, 86 million unique users, 55% male, 45% female
- 34. 34 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Thank you
Notes de l'éditeur
- I attended the mobileSQUARED Roadshow on 11/2/10, which showcased everything that is wonderful about mobile – from its innovation to its simplicity. It was attended by leaders of brands, agencies, content providers and mobile companies. I hope you ’ll find this presentation informational and helpful in thinking about Beiersdorf and future marketing strategy.
- “ Mobile phones, and especially smart phones, have become indispensable assets for both personal and business productivity, acting as a means for digital interactions, such as sending text messages, browsing the Internet or reviewing email correspondence, on-the-run. It is also one of the most personal devices, as most of us carry our phones with us just about everywhere we go. And therefore, communications and marketing messages received on the phone have the highest degree of relevance, and ultimately, success for the users. Different from their social media counterparts, email and mobile marketing are more direct one-to-one communication vehicles. This means the degree of relevance and targeted messaging can return some of the most successful and measurable campaigns. As a result, mobile and email marketing have become important sales and marketing tools, and traditionally viewed as the “desktop” communication, email is becoming increasingly mobile as well with increasing popularity of smart phones. Companies may use email and mobile marketing to reach customers and prospects instantly – wherever they may be. Email and mobile marketing are immediate and cost-effective, enabling the push-pull features and personalized content consumers want. ” (“Social, Mobile And Email Integration: Maximizing Your Digital Marketing Mix,” http://www.bestsocialmediamarketingtips.com/3910 )
- “ It's no wonder so many media giants are betting heavily on the device--while brands like ABC, The Weather Channel and USA Today dominate the first wave of breakout iPad downloads, rival content providers of all shapes and sizes are introducing competing apps of their own. In fact, a recent survey conducted by video asset management systems KIT digital reports that 76.8 percent of senior marketing executives believe an iPad video strategy is crucial to their company's success . But not only does the iPad enable new entertainment formats and opportunities--it also introduces mobile marketing possibilities to go with them, heralding a new, interactive channel to reach consumers both at home and on-the-go via contextualized, personalized advertisements. "Because users will be consuming a variety of media otherwise consumed on different devices or mediums, the advertiser can reach them whatever they're doing, and reach them in a meaningful and powerful new way," says Dane Holewinski, director of marketing for mobile advertising network Greystripe. Although the iPad offers advertisers a blank canvas to create custom campaigns tailored for the platform or simply extend their existing digital marketing efforts, the most effective plan of attack is still open to debate. Advertisers and publishers are presently formulating and tweaking their approaches to determine what works on iPad and what doesn't. "The iPad platform is so new that nobody understands what all the marketing opportunities are--we're learning along with our clients," says Jason Yim, founder and CEO of entertainment and youth marketing firm Trigger. Even so, he agrees that the marketing potential is enormous. "This is an audience that can't be ignored," Yim says. "These users are the perfect audience for consuming content. ” (Read more: How the iPad could revolutionize the marketing mix - FierceMobileContent http://www.fiercemobilecontent.com/story/how-ipad-will-revolutionize-marketing-mix/2010-04-15#ixzz17SORZ8We)
- “ Whether its content delivery or monetization, MTV Networks is always looking to be as innovative as possible in the nascent mobile marketplace. We do a lot of work on getting the call to action, and nothing beats getting the talent to vote. Voting numbers often determine whether deals happen.”
- Right now, spending isn ’t quite there, and advertisers aren’t capitalizing on it for the full extent. But in the long run, people are connected, and more smart phones advertisers will follow How do you capitalize on this wonderful opportunity, this device that everyone has? How do we breakthrough the clutter and approach mobile from a strategic standpoint?
- Communication-based mechanism Changing away from traditional advertising mechanism More about communication, we can ’t just do intermittent campaigns Look at social media, Facebook – we ’re no longer just building a website, we’re building Facebook pages
- Evaluating Mobile Success: The final aspect of any marketing campaign is the evaluation and tracking of success - and mobile marketing is no exception. It is important to let your efforts run for enough time to get a true read of the success of the campaign because mobile marketing is new to consumers, and ‘buzz’ is frequently a large part of any mobile marketing campaign. When evaluating your mobile campaign, remember that your mobile marketing efforts can affect the success of other aspects of your marketing campaign. Pay attention to how mobile could be creating indirect benefits to your sales volume both online and in stores. When done correctly, mobile marketing can do a lot to affect the bottom line of your marketing campaigns, but it is crucial that you use an integrated marketing strategy, effectively leverage the correct mobile channel, and use an appropriate marketing message.
- When asked about desired results, most brand marketers will cite: High-volume traffic numbers found on custom-built Web sites Higher opt-in rates and higher transaction conversion rates. Ingredients that make a campaign successful online media buy, cross-channel integration, CRM integration, strategy, planning, and design and build phase
- Quite simply, because marketers aren't investing enough -- especially in media buys. Most marketers are hesitant to allocate larger budgets to mobile initiatives without proven case studies showing effective results -- a situation exacerbated by the current state of the economy. Mobile has high reach, but has to overcome the noise -- now is the perfect time for progressive companies to invest more in mobile: the medium is still largely uncluttered, and there's untapped potential to build relationships with customers. In the initial years of the Web, we faced a similar dilemma. It was difficult to prove ROI, but the pioneers, such as Nike and Coca-Cola, were able to establish a voice, presence and relevance before their competitors did. They learned from early pitfalls and gained a strong lead that many have been able to maintain to this day. We are at a comparable moment for mobile. The potential is there, but it will require courageous brand marketers with proper investment to take the plunge. Not surprisingly, small budgets often lead to small-scale initiatives that are not fully integrated with other media channels.
- Different categories have different CPM ’s.
- “ Stop & Shop said Thursday it has rolled out Modiv Media's Scan It! scan-and-bag system in an additional 50 supermarket stores. With the new locations, the hand-held, self-service and electronic coupon devices are now in a total of 145 Stop & Shop and Giant Food stores. Launched in August 2007, the Scan It! system is designed both to save shoppers time, and offer targeted promotions based on current shopping behavior and purchase history. Here’s how the system works: Shoppers pick up a hand-held device as they enter a store, and scan their loyalty cards, allowing the system to track the shopper's progress through the aisles. A number of major brands have launched campaigns with Modiv Media, including Coca-Cola, Unilever, ConAgra and Procter & Gamble. Retailers—which get a share of the revenue from participating brands—pay for the installation of the system. "Our partnership with Modiv Media is helping us increase customer loyalty and sales by extending our ongoing effort to provide the fastest, easiest and most rewarding personal shopping experience possible," said Bob Anderson, director of customer relationship management at Stop & Shop. According to Paul Shaut, CEO of Modiv Media, the Scan It! system saves shoppers as much as 10 to 15 minutes in the store and leads to an increased average spend of $7 more per basket, compared to shoppers that don't use the system.”
- “ Since Apple popularized the idea of mobile phone apps two years ago, smartphone owners are downloading more apps onto their iPhones, Android phones and Blackberry devices. According to a new survey by Nielsen of more than 4,000 smartphone users who have downloaded at least one app in the past 30 days, the average number of apps they have on their phones has increased to 27 in August from 22 last December. Users of Apple ’s iPhone significantly tops that with an average of 40 apps on their phones. But Android and Blackberry owners’ app usage has also steadily increased to 25 apps and 14 apps, respectively, from 22 apps and 10 apps last December.” [http://blogs.wsj.com/digits/2010/09/09/nielsen-mobile-app-usage-is-increasing/]
- Research by mobile SQUARED has revealed that around 75% of apps downloaded are free. Of those paid-for apps costing between US$0.99-999, the average cost per download is US$2.20. According to our calculations, 192.5 million apps have been purchased generating a total of US$423.5 million since launch. Based on Apple ’s 30-70 revenue share model, the App Store has created its founder US$127.05 million and US$296.5 million for the developers and publishers. But mobile marketing isn ’t just about iPhone apps, and comparing the amount of money made from an iPhone app to the money made from print advertising is comparing apples to bananas. If you’re a brand, you don’t necessarily build an iPhone app just to make money from that app. The app may also be for increasing brand loyalty and seen as a digital PR move. Also, iPhone apps can make money later with in-app advertising that makes the app download fee worth more than the original purchase price.
- Sample from Nielsen Apps Playbook (slide 64)
- Looking at app: do we have content and distribution to satisfy consumers? Is our refresh cycle enough to keep the consumer engaged? Apps have a half-life of a year and a half Certain utility apps will be used on on-the-go basis, but need to have daily open rate Issue right now is reaching frequency A lot of people have been developing apps lately, just building apps for the sake of it Future of apps: convergence into the super app (the browser), done when Google is finished A lot of Apple and Nokia want to develop global fashion app in different languages
- Sample from Nielsen Apps Playbook (slide 93)
- Sample from Nielsen Apps Playbook (slide 141)
- Jesse Haines, Head of Marketing, Google Mobile Ads You can take a picture w/ Google Goggles Works well with books and wine labels Like w/ regular search, Google analyzes it and develops a relevant search result Growth is accelerating dramatically, proliferation of smart phone penetration Prices coming down, new device launched every few weeks 5x more searches: on high end devices than traditional WAP phones 20% of mobile searches are voice searches In US on Android devices, 20% are voice As marketers, we need to understand how people are searching and what they ’re searching for Mechanics of search on mobile are different than they are on desktop Search for particular restaurants or gas stations along your route Slew of apps bringing innovation to search Search got sexier when it came onto the mobile device Mechanics and how people are searching is changing Mobile device is always on you Google ran a Superbowl ad, featuring a search query: “how to impress a French girl” Search patterns suggest that mobile search is incremental to desktop search
- Mobile media will significantly outpace the Internet and other traditional media platforms -- especially in emerging and faster growth economies. A new report from Nielsen Wire, with research from The Cambridge Group, says: "Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon." Growth for the Internet will continue -- but at more predictable growth patterns. [http://www.mediapost.com/publications/?art_aid=133965&fa=Articles.showArticle]