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Crid Yu
                               VP & Managing Director,
                               North America
                               InMobi




Mobile Marketing Association
Mobile Media Consumption:
      A New Wave Takes Shape

                    MMA Forum | January 29th, 2013




Mobile Marketing Association
From the moment we wake up…                      …We are always on



                                             US mobile users spend 2.7 hours per day
     82% of mobile web users access their
                                            socializing on their device — over 1/3 of the
               devices in bed
                                                      time they spend sleeping
Source: InMobi!                                                              Source: ComScore!

Mobile Marketing Association
Reading Magazines /
                                     Newspapers


                                                                             Using Mobile Media
                                     35                                      (excluding calls and
     Tablet Devices                                                          SMS)
                           37        minutes
                        minutes                             108
                                                              minutes
                                  GLOBALLY, MOBILE
                                    DATA USERS
     Listening        52             CONSUME
     to Radio

                                  7 HOURS
                  minutes


                                  OF MEDIA PER DAY


                            92                               93
                           minutes                         minutes          Online via Desktop/
                                                                            Laptop
          Watching TV

                                                                  Sample size: n=12,723

Mobile Marketing Association
Mobile	
  Ad	
  Spend	
  (in	
  billions)	
  
  $40

  $35

  $30

  $25

  $20                                                             Global

                                                                  US
  $15

  $10

    $5

    $-
            2012         2013    2014       2015    2016
                                                           Source: eMarketer

Mobile Marketing Association
Understand	
  consumer	
  media	
  consump7on	
  
      behavior	
  around	
  the	
  world	
  



 Keep	
  up	
  to	
  date	
  with	
  new	
                     Find	
  what’s	
  working	
  and	
  what	
  
 trends	
  and	
  track	
  changes	
                                        resonates	
  well	
  with	
  
 over	
  7me	
                                                                         consumers	
  




                                               Research Objectives


Mobile Marketing Association
Has	
  mobile	
  adver7sing	
  ever:	
  
   Introduced	
  you	
  to	
  
 something	
  new	
  (75%)	
  

                                                        Caused	
  you	
  to	
  
                                                        reconsider	
  a	
  
 Awareness                                              product	
  (55%)	
  
                                                                                              Influenced	
  your	
  in-­‐
                         Favorability                                                           store	
  purchase	
  
                                                                                                    (45%)	
  	
  
                                                Consideration
                          Provided	
  you	
                           Shopping
                           with	
  beEer	
                            Research
                          op7ons	
  (67%)	
  
                                                                                                   Sale
                                                                   Helped	
  you	
  find	
  
                                                                     something	
  
                                                                    nearby	
  (69%)	
  	
  
  Base: Global Average n=12,723




Mobile Marketing Association
Which	
  two	
  forms	
  of	
  media	
  most	
  impact	
  your	
  purchasing	
  decisions?	
  
     0%	
                10%	
        20%	
         30%	
           40%	
          50%	
           60%	
  




                          10%                                                        50%

                                      20%
                                                                     40%         47%


                          10%                       30%

              Mobile is already on par with traditional media in
                        impacting purchase behavior
Base: Global Mobile Average n=9,880




Mobile Marketing Association
Mobile data users claimed they have noticed advertising on
                         the following mobile channels:
              54%



                                        40%



                                                              27%
                                                                                     23%
                                                                                                    17%




            In an app             On a search engine   On a retailer website   On a video website   Others

                                            	
  

 Sample	
  size:	
  n=9,441	
  



Mobile Marketing Association
Compared to other forms of advertising like TV or online, how comfortable are
        you with mobile web and mobile app advertisements (not SMS)?


       More comfortable, I find them to be very
                                                                                  29%
                                         useful


        Equally comfortable, I'm getting used to
                                                                                   30%
                                   seeing them



           Less comfortable, I find them intrusive                       20%



      No opinion, I don't think much about ads
                                                                          21%
                                  on my phone


                                   of mobile data users are as comfortable with mobile
      59%                          advertising as they are with TV or online advertising
                                            	
  

 Sample	
  size:	
  n=14,439	
  


Mobile Marketing Association
How often do you unintentionally click on mobile ads (such as banners
                                    or rich media ads)?



                                         5%                     Never
                                  10%               18%

                                                                Rarely

                                     ONLY   15%
                                   OF MOBILE DATA USERS
                                                                (less than 5% of the
                                                                time)
                                                                Occasionally
                                        FREQUENTLY              (5-10% of the time)
                                    CLICK ON MOBILE ADS
                          28%        UNINTENTIONALLY
                                                                Frequently
                                                                (10-25% of the time)
                                                          39%
                                                                Very frequently
                                                                (over 25% of the time)



 Sample	
  size:	
  n=9,127	
  



Mobile Marketing Association
Device	
  use	
  pa1erns	
  reflect	
  their	
  inherent	
  compe99ve	
  
                                     advantages	
  
   During	
  a	
  typical	
  day,	
  at	
  what	
  ?mes	
  do	
  you	
  usually	
  use	
  your	
  device?	
  	
  
                                                         Smartphone	
                              Tablet	
                   PC	
  

  60%	
  


  50%	
  


  40%	
  


  30%	
  


  20%	
  


  10%	
  


   0%	
  
            6am	
  -­‐	
  8:59am	
      9am	
  -­‐	
        Noon	
  -­‐	
     3pm	
  -­‐	
  5:59	
        6pm	
  -­‐	
      9pm	
  -­‐	
     Midnight	
  -­‐	
   3am	
  -­‐	
  5:59am	
  
                                       11:59am	
            2:59pm	
             pm	
                    8:59pm	
          11:59pm	
          2:59am	
  


                                                                                                                     Source: Mobext & InMobi Connected Device Research

Mobile Marketing Association
70% data users
  of mobile
  in the US engage in
  mobile media
  activities while
  watching TV
 Base: US n=1,055




Mobile Marketing Association
–  We	
  can	
  tackle	
  both	
  upper	
  and	
  lower	
  
                                  funnel	
  
Mobile                         –  We	
  can	
  to	
  engage	
  customers	
  across	
  
                                  plaXorms	
  
Marketing Call to              –  We	
  have	
  to	
  deliver	
  on	
  measurement	
  
Action                            and	
  results	
  
                               –  We	
  have	
  to	
  deliver	
  the	
  promise	
  of	
  
                                  targe7ng	
  
                               –  We	
  have	
  to	
  deliver	
  on	
  the	
  ad	
  
                                  experience	
  




Mobile Marketing Association
Tums




	
  	
  	
  	
  




Mobile Marketing Association
TUMS REFRESHERS
   The objective of the Tums campaign was to
   increase brand awareness of the Freshers product
   via a rich media campaign.


   7,091,798
   Impressions




   .92% CTR
   3,460
   of mobile users took action by linking out to Facebook,
   Twitter & Tum’s mobile site


Mobile Marketing Association
Thank you!
  www.inmobi.com

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Mobile Media Consumption: A New Wave Takes Shape

  • 1. Crid Yu VP & Managing Director, North America InMobi Mobile Marketing Association
  • 2. Mobile Media Consumption: A New Wave Takes Shape MMA Forum | January 29th, 2013 Mobile Marketing Association
  • 3. From the moment we wake up… …We are always on US mobile users spend 2.7 hours per day 82% of mobile web users access their socializing on their device — over 1/3 of the devices in bed time they spend sleeping Source: InMobi! Source: ComScore! Mobile Marketing Association
  • 4. Reading Magazines / Newspapers Using Mobile Media 35 (excluding calls and Tablet Devices SMS) 37 minutes minutes 108 minutes GLOBALLY, MOBILE DATA USERS Listening 52 CONSUME to Radio 7 HOURS minutes OF MEDIA PER DAY 92 93 minutes minutes Online via Desktop/ Laptop Watching TV Sample size: n=12,723 Mobile Marketing Association
  • 5. Mobile  Ad  Spend  (in  billions)   $40 $35 $30 $25 $20 Global US $15 $10 $5 $- 2012 2013 2014 2015 2016 Source: eMarketer Mobile Marketing Association
  • 6. Understand  consumer  media  consump7on   behavior  around  the  world   Keep  up  to  date  with  new   Find  what’s  working  and  what   trends  and  track  changes   resonates  well  with   over  7me   consumers   Research Objectives Mobile Marketing Association
  • 7. Has  mobile  adver7sing  ever:   Introduced  you  to   something  new  (75%)   Caused  you  to   reconsider  a   Awareness product  (55%)   Influenced  your  in-­‐ Favorability store  purchase   (45%)     Consideration Provided  you   Shopping with  beEer   Research op7ons  (67%)   Sale Helped  you  find   something   nearby  (69%)     Base: Global Average n=12,723 Mobile Marketing Association
  • 8. Which  two  forms  of  media  most  impact  your  purchasing  decisions?   0%   10%   20%   30%   40%   50%   60%   10% 50% 20% 40% 47% 10% 30% Mobile is already on par with traditional media in impacting purchase behavior Base: Global Mobile Average n=9,880 Mobile Marketing Association
  • 9. Mobile data users claimed they have noticed advertising on the following mobile channels: 54% 40% 27% 23% 17% In an app On a search engine On a retailer website On a video website Others   Sample  size:  n=9,441   Mobile Marketing Association
  • 10. Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements (not SMS)? More comfortable, I find them to be very 29% useful Equally comfortable, I'm getting used to 30% seeing them Less comfortable, I find them intrusive 20% No opinion, I don't think much about ads 21% on my phone of mobile data users are as comfortable with mobile 59% advertising as they are with TV or online advertising   Sample  size:  n=14,439   Mobile Marketing Association
  • 11. How often do you unintentionally click on mobile ads (such as banners or rich media ads)? 5% Never 10% 18% Rarely ONLY 15% OF MOBILE DATA USERS (less than 5% of the time) Occasionally FREQUENTLY (5-10% of the time) CLICK ON MOBILE ADS 28% UNINTENTIONALLY Frequently (10-25% of the time) 39% Very frequently (over 25% of the time) Sample  size:  n=9,127   Mobile Marketing Association
  • 12. Device  use  pa1erns  reflect  their  inherent  compe99ve   advantages   During  a  typical  day,  at  what  ?mes  do  you  usually  use  your  device?     Smartphone   Tablet   PC   60%   50%   40%   30%   20%   10%   0%   6am  -­‐  8:59am   9am  -­‐   Noon  -­‐   3pm  -­‐  5:59   6pm  -­‐   9pm  -­‐   Midnight  -­‐   3am  -­‐  5:59am   11:59am   2:59pm   pm   8:59pm   11:59pm   2:59am   Source: Mobext & InMobi Connected Device Research Mobile Marketing Association
  • 13. 70% data users of mobile in the US engage in mobile media activities while watching TV Base: US n=1,055 Mobile Marketing Association
  • 14. –  We  can  tackle  both  upper  and  lower   funnel   Mobile –  We  can  to  engage  customers  across   plaXorms   Marketing Call to –  We  have  to  deliver  on  measurement   Action and  results   –  We  have  to  deliver  the  promise  of   targe7ng   –  We  have  to  deliver  on  the  ad   experience   Mobile Marketing Association
  • 15. Tums         Mobile Marketing Association
  • 16. TUMS REFRESHERS The objective of the Tums campaign was to increase brand awareness of the Freshers product via a rich media campaign. 7,091,798 Impressions .92% CTR 3,460 of mobile users took action by linking out to Facebook, Twitter & Tum’s mobile site Mobile Marketing Association
  • 17. Thank you! www.inmobi.com