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- 1. 10/29/2010 1 World’s Largest IndependentMobile Ad Network5 Mobile Myths & T Anne Frisbie, VP & Managing Director, North AmericaOctober 2010
- 2. 10/29/2010 2 MOBILE5MYTHS Mobile… It’s Just Like Desktop! I Only Want Hyper-Targeting. Can We Talk About What’s New? Consumers Are Not Ready. No Thanks, I Prefer To Wait.
- 3. 10/29/2010 3 1 Mobile…It’s Just Like the Desktop!
- 4. Consumer Interest is Linked Closely to the Convenience of the Device. Base = Test respondents (n=2,145) Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click] 4
- 5. Men and Women are Engaged on Mobile Differently Mobile Ads Consumers Would Click On Male Female Base = Test respondents (Male=2,011; Female=882) Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click] 5
- 6. 10/29/2010 6 Mobile is NOT the desktop. Broad Creative and Calls to Action should link to device usage.
- 7. 10/29/2010 7 2 Can We Talk About What’s New?
- 8. 10/29/2010 8 iAd Is Great, But Let’s Not Get Carried Away Jami Lawrence comments from Publicis Modern in New York – 14 September 2010 “It’s a really small audience—from a scale perspective not really there,” she said. “For iAd to make sense, you have to be a client targeting an Apple techy audience, because all of the other platforms are left out… “It’s not efficient for me to recommend something like iAd when I’m trying to pull maximum reach for my clients…” “It’s really a PR move.”
- 9. iPhoneRepresents a Minority of the Market Go to www.InMobi.com/research to download
- 10. All Stages of the Funnel are Represented; Awareness is the #1 Consumer Benefit Base = Control respondents (n=1,506) Q4. Has a mobile ad ever…? [check all that apply] 10
- 11. 10/29/2010 11 Focus on what works, not just what is new. Scale and Reach Work.
- 12. 10/29/2010 12 3 I ONLY WANT HYPERTARGETING
- 14. Encourage sales of their designer shoes
- 17. No Media “spillage”
- 19. Use of post-click Ad ROI tracking technology (AdROIt™)
- 20. 10x increase in clicks vs. targeted buy
- 21. 35% within targetwhich was a 400+ index versus market incidenceWhere the incidence of this target in Australia is just 9%
- 22. 10/29/2010 15 Benefits: Two Options MAINTAIN TARGETED REACH DISCOVER NEW SEGMENTS Discovered Customers Broad Run of Network Targeted Run of Network
- 23. 10/29/2010 16 Targeting Is A Guideline, Not the Goal. Retain the Value of Mobile Advertising.
- 24. 10/29/2010 17 5 Consumers Are Not Ready Yet.
- 25. Nearly Two-thirds of US Consumers are Comfortable with Mobile Ads. Base = Total respondents (n=4,399) Q3. How comfortable are you with mobile advertising? 18
- 26. While All Demos are Positive, Males and Youth are Most Receptive Level of Comfort with Mobile Advertising Base = Total respondents (Male=3,194; Female=1,205; Under 25=2,327; 25-44=1,662; 45+=410) Q3. How comfortable are you with mobile advertising? 19
- 27. 10/29/2010 20 Consumers appreciate a real exchange of value. Top Tier Brands Offer Value in The Mobile Channel.
- 28. 10/29/2010 21 6 No Thanks. I Prefer to Wait.
- 30. Mobile will become the primary channel in the EU and USMONTHLY PAGE VIEWS (MM)
- 31. Desktop Cannibalization Will Happen Quickly Consumers access facebook by phone 25% more often than by computer Mobile users browse longer (8 hours per month vs. just under 7 hours ) Product: MMM (Mobile) + Media Metrics (PC) Data: January 2010 10/29/2010 23
- 33. Dollars spent on apps will exceed music industry sales ($20 billion) by 2012.
- 35. 10/29/2010 26 Understand Mobile and Leverage it’s Revolutionary Technology. Maintain Job Security.
- 36. 10/29/2010 27 Thank You. Anne Frisbie, VP & Managing Director, North America anne.frisbie@inmobi.com
Notas del editor
- We executed a broad global mobile research study about mobile advertising effectivness. For just the US component of the study, we received 4400 completed surveys. In this study, we looked at how consumers are engaging with mobile advertising.As you see, it is not like the PC web. This is a phone, that is a social device that is being used to discover and engage with content.Probably one of the most interesting and important findings. Appeal of calls to action line up with usage. We see the vast majority of brands enter mobile with PC banners converted to mobile. Its up to us to help make the workflow better, but one can easily understand why “mobile is not PC” in this slide. Treating it that way takes its many dimensions of creative opportunity off the table. Bad move for advertisers want to engage the consumers.
- Content and sharing with friends are almost equally appealing to both genders. Understanding the gender appeal of calls to action is a key to best practices in mobile.
- This data moves us to the next phase of understanding. What are the perceived benefits of past mobile ads seen? Here we see our next data point re: the broad value of mobile advertising across all aspects of “the funnel from branding to conversion or price offers. The reality is that consumers see a broad array of benefits to mobile ads. This contradicts the industry perspective that branded apps and coupons are the main tools of mobile.
- Salto Alto is a designer Brazilian shoe store that wanted to promote its shoes. Their target was women ages 25-44 , affluent, into fashion.The challenges of this campaign were:Brand had a highly specific target groupProduct was a premium, high-end merchandise costing $300 a pairBrand had never run a mobile ad campaign earlierThis can be used as a AdROIt case study where we can see that AdROIt drastically improved the results of the campaign.
- Salto Alto is a designer Brazilian shoe store that wanted to promote its shoes. Their target was women ages 25-44 , affluent, into fashion.The challenges of this campaign were:Brand had a highly specific target groupProduct was a premium, high-end merchandise costing $300 a pairBrand had never run a mobile ad campaign earlierThis can be used as a AdROIt case study where we can see that AdROIt drastically improved the results of the campaign.
- I’ve seen several studies challenging consumer readiness. The reality is that in context consumers are already highly accepting of mobile advertising. This is a core measure that will be trended globally across all 14 countries to track the changing dynamic.
- Mobile advertising appeals broadly, but is especially valued by men and the under 25 crowd. The next generation is mobile. Given the global dynamics discussed earlier, we expect many media folks in developed markets to be caught by surprise at the surge of mobile activity. Smart phones, 3G, and 25 years old equals huge mobile consumption.