Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising

Mobile Marketing Association
KRISTYN CLEMENT
Director, Research & Insights
AT&T AdWorks
©2013AT&T Intellectual Property. All rights reserved.
Proprietary Information of AT&T

Mobile Marketing Association ©2013AT&T Intellectual Property. All rights reserved.
Mobile Marketplace

Smartphones Continue to Rise
The mobile landscape is getting smarter. Now, nearly 1 in every 2 mobile
phone consumers owns a smartphone and that number will continue to
rise.
U.S. Mobile Phone Users 2012:
242.8 MM
Non-Smartphone
users: 127 MM
47.7%52.3%
Smartphone
users: 115.8 MM
Projected growth
of smartphone
users in 2013:
137.5 MM
Source: eMarketer 2012

Currently, about 1 in 4 U.S. consumers now owns a tablet and that
number is projected to rise to 1 in 3 in 2013.
33.7 Million
Tablet Users
79.1 Million
Tablet Users
108.6 Million
Tablet Users
2011 2012 2013
Tablet Penetration is Growing Fast
Source: eMarketer 2012

Mobile Usage at Home

Multi-Screen Usage is a Big Deal
Of the consumers who own a smartphone, tablet and/or laptop, 67% of
them frequently use their second screen while watching TV.
Always NeverSometimes
24%
33%
23%
35%
27%
8% 7%
23%
31%
25%
14%
8%
Smartphone Tablet Laptop
Frequently Seldom
Frequency of Using Devices While Watching TV
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012; Based to those who own each device. Due to rounding, percentages may not add up to exactly 100%.

87% 94% 43% 66% 23% 48%
Multi-tasking activities
unrelated to the TV program
being watched
Accessed content related
to the TV show being
watched
Viewed show-related content
that was being synched with TV
content in real time
Own 1 mobile device Own 2 mobile devices
91% 53% 23%
Own 3 mobile devices
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012. Mobile devices include laptop, smartphone and/or tablet
Multi-Tasking Mobile Device Behaviors
The more devices owned, the more second screen content is consumed.

Mobile Usage In-store

70% of smartphone owners have done at least 1 of the following
activities while using their phone in a store:
Checked the price of an item from competitors
Looked up shipping info for an item
Sent a picture prior to purchase to get an opinion
Contacted someone (call, text or email) to get their opinion before purchase
Used a coupon on your smartphone
Scanned a QR code
Reviewed a product description to get more information
Purchased a product online after seeing it in-store
Check to see if an item is available for in-store pickup
35.2%
16.4%
15.7%
32.9%
25.4%
22.4%
28.6%
24.3%
24.3%
15.6%
Comparisons:
Promo Actions:
Advice:
Research:
Checked to see if item is in-stock at another store
Looked for discounts, coupons or offers online
18.9%
15.7%
Read product reviews
Source: AT&T AdWorks Custom Online Study, Compete, Sept. 2012
Mobile Usage In-store

Interstitial unit delivered a 5% CTR and 10% in unit engagement
Generated more than 34,000 coupon downloads saved in mobile phone‟s photos
(extending the life of the campaign)
6% redemption rate of product samples at participating stores
Chicago
Cosmetics
Click for
Free Sample
Interstitial unit delivered a 5% CTR and 10% in unit engagement
Generated more than 34,000 coupon downloads saved in mobile phone‟s photos
(extending the life of the campaign)
6% redemption rate of product samples at participating stores
Chicago
Cosmetics
Click for
Free Sample
AT&T AdWorks ran a mobile coupon campaign for a
cosmetic company that offered free product samples to
customers in store. The campaign was targeted to women in
the Chicago DMA.
The campaign included both banner ads and
interstitial ads with the ability to download a
coupon and save it as a photo on a mobile
phone. The ad units also featured a store
locator screen with a map locating the closest
participating stores to redeem the coupon.
Campaign Results:
Case Study: Mobile Coupon Campaign
Source: AT&T AdWorks Internal Campaign Data, 2012

Mobile Technology Snapshot

Near Field
Communications
(NFC)
“Nothing
gets you
closer
to your
consumer
than
mobile.”
- CEO, Digital Industry
Organization
2D/QR
Codes
Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012
AT&T AdWorks recently conducted primary research to
evaluate different mobile technologies in the marketplace
including 2D/QR Codes and NFC. This research looked at
the selected mobile technologies from both a Consumer
View and a Marketer View.
Using Mobile Technology as a Tool

• 1-in-5 smartphone owners has used NFC
which is dependent on owning an NFC-
enabled phone
• Primarily used for streaming media, mobile
payments, and location check-in for
rewards. Potential for use in informative
and promotion based content
• 62% of current users are „very satisfied‟ with
their experience(s)
• Top reasons for dissatisfaction:
not enough usage opportunities available
today, and took too long for content to load
• 2-in-3 current users describe the technology
as intimidating to use
• Less than half of smartphone owners have
ever used 2D/QR codes…despite them being
available for several years
• Primarily used to learn more about
products, obtain coupons, interact with
ads, and look up information about a location
• Only 46% of current users say they were „very
satisfied‟ with their experience(s)
• Reasons for dissatisfaction: lack of valuable
content, content taking too long to
load, information was not what was expected
• 40% of current users claim they are
intimidating to use
2D/QR Codes
Near Field Communications
(NFC)
Consumer View: Disappointed with QR codes;
Pleased with NFC experience
Source: AT&T AdWorks Custom Online Study, MediaLink/Ipsos, Sept. 2012

Marketer View: Missed opportunity with QR
codes; NFC opportunity looks promising
2D/QR Codes
• Technology was forced on consumers; consumers
were not well educated on how to use the codes
• Saw promise in QR codes but overzealous
application in ads far outpaced the consumers‟
adoption of the technology
• Value propositions were squandered by poor
execution. Given the lack of success, marketers
are moving on to the next mobile technology
“We didn‟t see
usage despite
industry trying to
force it on
consumers.”
“Consumers are
confused. It needs
to be embedded
and intuitive to
gain usage.”
Near Field Communications (NFC)
• Positive and optimistic outlook of the technology
• Applying the lessons they learned from QR
codes to nurture this new mobile tool by
capitalizing on the connection it provides
between the digital and physical world
• Anticipate NFC usage to be strongly linked to
mobile payment depending on broad point of
sale (POS) adoption
“Barriers are lower for
accessing content…you
don‟t have to start up an
app like with QR codes.”
“The day is
coming, but not
within the next
year.”
“Connecting
mobile and
POS is going to
be huge. It‟s
going to open
up a lot of
opportunities –
very exciting.”
“We have gone too far down the road where
consumers think the experience is going to suck.”
Source: AT&T AdWorks Custom Study, MediaLink/Ipsos, Sept. 2012

Mobile Ad Landscape &
Best Practices

Mobile Ad Landscape
Mobile spend has been slowly increasing, yet not as fast as the increase
in the amount of time consumers are spending on their devices.
1.6%
Share of time spent using media daily Ad spending share
11.7%
The Daily Media
Share of Average Time Spent on Mobile Among Adults
vs. Ad Spend in US
Source: eMarketer Sept. 2012

Banners
Rich Media
Video
SMS
$Millions
2010 2011 2012 2013
US Mobile Ad Spending by Format
US Mobile Ad Spending is Increasing
eMarketer projects mobile ad spend to steadily increase, with banner
and rich media formats predicted to increase most quickly.
Source: eMarketer Sept. 2012

86%
10%
4%
65%
24%
11%
Standard VideoRich MediaStandard VideoRich Media
Share of Impressions Delivered by Device: 2012
Impressions Delivered by Device
AdWorks saw an increase in the number of mobile campaigns during 2012.
Clients have been buying more and more in tablets, but smartphone still
dominates as the primary mobile ad device.
Source: AT&T AdWorks Internal Campaign Data, 2012

Average Mobile Audience Network CTR by Ad Type on Smartphones and/or Tablets
Standard Rich Media Video
0.68%
1.03%
2.06%
+ + +
CTR Trends by Ad Type
CTR is impacted by several factors, but trends exist when evaluating the
performance of different ad formats. Standard banners tend to deliver
lower CTR than rich media and video placements.
Source: AT&T AdWorks Internal Campaign Data, 2012. Only campaigns delivering 100K+ impressions were included.

28%
15% 14% 12% 14% 11% 12% 10% 13%
25%
18%
15%
12%
19%
8%
15%
10%
16%
36%
45%
42%
47%
47%
48%
48%
44%
48%
9%
18%
22% 23%
18%
27%
20%
30%
21%
3%
7% 6% 6% 5% 6%
Interstitial Ad
(n=540)
Click2Fill
(n=580)
Mobile Shop
Alerts
(n=605)
Coupons
(n=517)
In-banner
Video (n=520)
Store Locator
(n=475)
Product
Carousel
(n=508)
360 Degree
Product View
(n=610)
Photo Gallery
(n=514)
I love it
I like it
Neutral
I dislike it
I hate it
Consumer Perceptions: Ad Features
Digital Ad Unit Type: Consumer Rating
Ads that provide a built-in value proposition – either monetary and/or
informational – are rated more positively by consumers
Source: AT&T AdWorks Custom Online Study, Compete, Jan. 2013

Based on Shop Alert ad concept evaluations (n=605)
“I like the timely savings… I wouldn’t have
to worry about coupons when I shop.”
Likely to Click On or Interact
With Ad Type
(% Top 2 box )
36%
22%
25%
20%
21%
24%
Smartphone
Tablet
PC / Laptop
Other Ad Concepts Mobile Shop Alerts
Restaurants 52%
Electronics 43%
Food Products 38%
Health & Beauty 37%
Top 5 Vertical Fit
Example 1: Shop Alerts
Base: owners of each device
Apparel 47%

0%
10%
20%
30%
40%
50%
More likely to
remember
Feel more positive
about a brand
Stands out from
other ads
Makes me want to
learn more
Click on ad
Visit website
Remember seeing
the ad
Mobile Shop Alerts Other Ad Concepts
40.3%
37.5%
26.8%
Read the offer
Redeem the offer
Tell a friend about the offer
% Top 2 box Likely To
(Assuming ad was for a product/service you are interested in)
% Top 2 box Likely / Agree
“It would tempt me to go to a
participating store.”
38% agree (top 2 box)…
“An ad like this would help me discover
new store locations I wasn’t aware of.”
Based on Shop Alert ad concept evaluations (n=605)
Example 1: Shop Alerts

Likely Click on or Interact With Ad
(% Top 2 box )
Automotive 62%
Apparel 55%
Electronics 42%
Appliances 7%
Housewares 36%
Top 5 Verticals Fit
“I like that I can view the product
of interest at every angle and
interact with it.”
Example 2: 360° Product Viewer
17%
30%
33%
22%
19%
23%
Smartphon
e
Tablet
PC / Laptop
Other Ad Concepts 360 Degree Product View360° Product Viewer
Based on 360° Product Viewer ad concept evaluations (n=610)

% Top 2 box Likely To / Agree
% Top 2 box Likely To / Agree
Recall interacting with and ad
like this: 12%
138 Index to other ad concepts
Based on 360° Product Viewer ad concept evaluations (n=610)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
More likely to
remember
Feel more positive
about a brand
Stands out from
other ads
Makes me want to
learn more
Click on ad
Visit website
Remember seeing
the ad
360° Product Viewer Other Ad Concepts 35%
40%
39%
45%
21%
Rotating the product and/or
changing the color
Help me understand the
advertiser’s products /
services
An ad like this would be fun
to interact with
Seeing product options
visually makes the product
more interesting
More likely to purchase a
product if featured in an ad
like this
Example 2: 360° Product Viewer
(Assuming ad was for a product/service you are interested in)

Keep the ads simple but effective. Include several clear and large calls to action
for smartphones and reserve heavy content rich media ads for tablet.
Incorporate a mix of ad units to maximize reach and optimization opportunities.
The “right” mix of ad units is highly dependent on the details of the campaign.
But, in general, standard banners are economical and tend to work well for
conversion, while rich media works better as a branding and engagement tool.
Include rich media interstitial ads which tend to perform well and provide a
different element to more standard ad buys.
Click-to-video banners and video ad units are easy to build, do not require long
lead time, and allow advertisers to leverage online creative assets.
Ad unit “fit” matters. Certain ad types work better for tablet or smartphone and
for specific verticals/product types.
Best Practices for Mobile Ad Campaigns
Tips for maximizing the effects of your mobile campaign.

Reach Your Target Audiences, Strategies and Technologies in Mobile Advertising

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