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MSNBC- Mobile Marketing Harnessing the Power of the Small Screen
1.
2.
3.
4.
5. Nearly three-quarters of American consumers are multitasking while
watching TV, according to a new study from Deloitte.
While watching TV:
• 42% of US viewers are online
• 29% are talking on cellphones or mobile devices
• 26% are sending instant messages or text messages.
6.
7. 24.0MM
Tablet Sales
7.6%
49.4MM
Mobile Social Usage
15.6%
73.3MM
Smartphones
23.4%
91.4MM
Mobile Internet
29.2%
236.6MM
Total Mobile Phone Users 75%
All US figures based on total US pop of 315.5MM
Source: eMarketer
8. • According to ComScore, in May of 2010, 90%+ of the US population over 13
owned a mobile device.
• eMarketer reports there are over 100MM mobile internet users in the US.
• Nielsen reports approximately half of the cell phones in the US are currently
smart phones as compared to only 27% 1 year ago- smart phone adoption is
increasing.
• Unlike a TV, computer, or newspaper, mobile devices are almost always on you
and can be accessed practically everywhere- their reach is unmatched by any
other advertising medium.
Morgan Stanley Internet Report
9. • In 1984, there were about 1,000 devices worldwide able to access the internet.
Last year, there were 1 billion.
• It took radio 38 years to reach 50 million users. It took Facebook two years.
• iPhone was released in 2007 – it was the first multi-touch smartphone
• Since the launch of both Apple’s iOS and Google’s Android, the smartphone
market has exploded in populatrity and in May 2010, accounted for more than
17.3% of all mobile phones sold
• Android has over 37% market share (beating iOS) by CY10, H2
• It took Twitter 3 years to reach 1 billion tweets. Now there are over 1 billion
tweets per week.
• Facebook has 250 million regular visitors. . . On mobile devices. There are more
than half a billion active users overall.
10. • Mobile advertising is a lot like desktop advertising but it’s simpler.
And more complicated.
• Less ad capability and fewer formats
• More fragmented and less transparency
• 2 mobile display advertising opportunities:
• Mobile web:
• mobile equivalent of desktop web space but generally
simplified (WAP site)
• Mobile in-app:
• stand-alone software used for dedicated and specific
purpose
11. Smartphone, Feature Phone & Smartphone OS Mix
Ranked by Impressions
Connected Device Impression Share
1% 2%
WINDOWS SYMBIAN
17% 17%
FEATURE RIM
PHONES
16%
CONNECTED 67% 27% 53%
DEVICES SMARTPHONES ANDROID
iOS
Source: Millennial Media, 5/11
12. Broadcast
Social Media
Mobile
Nightly On-Air Promotion
Digital
Mobile
Msnbc.com Homepage Nightly.msnbc.com
Nightly iPad App
13. • Extend reach
• reach your audience when they’re not in front of traditional media or while
they’re multi-tasking with traditional media
• Apply the multi-screen multiplier
• walk your consumers all the way through the marketing funnel by reaching
your audience on multiple types of media to increase your campaign’s
effectiveness (extends PC reach by 13% according to Nielsen)
• Reach consumers at the bottom of the funnel
• purchase intent and brand awareness with consumers on mobile devices is
higher than on desktop. Mobile users are more action oriented and mobile
advertising is very effective at the point of purchase.
• Mobile display should account for 10-15% of an overall campaign budget
14. 25%
Percent Impacted Delta
20%
15%
Mobile
10% Online
5%
0%
Aided Brand Advertising Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2, 461 campaigns, n=3, 713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69, 524
respondents Delta=Exposed-Control
15. Service Advertisers &
Publishers
Providers Agencies
Angry
msnbc
Birds
ESPN Etc.
MSN
Anyone who has content that is monetized by advertising
16. Service
Providers
Advertiser
and
Networks
Publisher
Solutions
Ad Serving
Rich Media
Platforms
Providers
18. Offers services like 3rd party
ad serving
Advertiser
and DART
Publisher
Atlas
Solutions
19. Serves advertiser’s ads on
publisher’s page
Mocean Ad Expert
Smaato
AdMarvel
Ad Serving
Platforms
20. • Provides publishers with
ways to monetize remant
• Provides advertisers AdMob
with inexpensive remant
inventory Networks
Millennial
Frequently networks own or have their Mojiva
own ad serving platforms
22. • Sponsors are interested in apps that will be frequently used
or have a large number of active unique users.
• Frequent use can be driven through a connection to a
specific event, such as The Today Show, or Nightly News,
and content that is updated regularly over long periods of
time.
• Sponsors also look for a unique experience that is not
available on either a regular or mobile web site, such as
video playlists since the devices allow an opportunity for
engaged interactivity with brands.
23. • Sponsors look for an app that reaches their target demo
• Mobile app display impressions are typically sold as a
bundle with mobile web assuming a content match.
• Other times, advertisers may be interested in purely in-
app opportunities or may even pay for their own
branded app
• Sponsors look for apps that will have marketing buzz
that builds to the launch event, particularly if they can
be incorporated in the buzz and launch.
24. Web
Mobile Apps
81
70 74 MINUTES
64 MINUTES
66 MINUTES
MINUTES MINUTES
43
MINUTES
June, 2010 December, 2010 June 2011
Source: comscore, Alexa, Flurry Analytics
25. • App Loading Takeover
Banner Video Preroll
Homescreen Placement
Brand Blast
Mobile
•• Size of banner dependsad apps: 10-15 loading and one
• Handheld in-appbrowse app (300x250) second to custom
Appears device homescreen of each section Only
appears on the while and is initially clicks pre-roll.
“interstitial” pop-over on device served on.
ad size per device in landing page - have no companion or
Video pre-roll ads are non-clickable and unique Ads typically
subsection
branded full-screen standard placement. to Zumobi
leave-behind banner
scale to width of device’s screen.
apps
• iPad • Note: The power of rich media on mobile phones is
browse: 15-30 second pre-roll. Video pre-roll is clickable,
features companion banner Mobile ads and screens are
particularly impactful.
• iPad in-app:small and because rich media offers a is NOT
very 15-30 second pre-roll. Video pre-roll highly
engaging and interactive experience, thus
clickable, features clickable-companion banner with leave-
behindmagnifying ad effectiveness on a mobile device.
on the feature screen
26. • Targeting by device and carrier are
standard across most platforms.
• GEO targeting (geographical location) is
also fairly standard across most
platforms.
• Demo targeting (demographic) is not
standard.
27. • Fragmented landscape
• many players involved
• Lack of scale
• different products and ad serving platforms each
have unique workflow
• Lack of research
• apps are insular, privacy a concern with phone info,
cookies and URLs drop
• Technical
• typical ad call flow is far more complicated than
desktop ad call
28. 28%
36%
54%
57%
15%
10%
Despite Android’s Rise, It’s Losing Developer Support
iPhone/iPod Touch iPad Android
Source: Flurry Analytics, January – June 2011
29. Tags can be printed, stuck, or
displayed anywhere.
Download it. Open the app, point your phone at a tag, and - presto!- you get a piece
of content or an experience that helps build the Open Happiness brand and creates
more consumer engagement.
32. • eMarketer expects worldwide tablet sales to reach 81.3 million units
in 2012, up from 15.7 million in 2010.
• Apple’s iPad, which essentially revitalized the category, will remain
the market-share leader through the forecast period, with an
expected 69% of the global market in 2012, down from 85% in 2010.
• Consumers in the US will be big drivers of tablet sales, making up
62% of all tablets sold in 2010.
33.
34. • Almost 300 million or 1 in 5 smartphones worldwide will be NFC (Near
Field Communications) -enabled by 2014 (Juniper Research, April 2011)
• 10% of Japanese mobile subscribers have already used their mobile wallet
to make a purchase (9.8MM)
– Retail/Convenience store, vending machine, public transportation grocery
stores, and restaurants
35. A system that allows syncing
between your TV and a secondary
device, like your iPad
37. • Your iPad, listening to
the audio from your
TV, hears the stimulus
package audio and
triggers…
• The Maddow App,
which brings up a
stimulus package
info-graphic, magic!
38. • You’ve DVR’ed the first hour of the TODAY
show so you can check out Maroon 5’s
appearance on the Today Concert Series
39. • Your iPhone, listening to the audio
from your TV, hears Matt Lauer
talking to the lead singer…
• The TODAY App, knowing the
concert series is sponsored by
Toyota, launches a Toyota rich
media mobile ad touting the new
CR-V
40. Women in Wireless
• www.Womeninwireless.org
CTIA
• www.CTIA.org
eMarketer
• www.emarketer.com
Mobile Marketer
• www.mobilemarketer.com
Zero Moment of Truth
• http://google-cpg.blogspot.com/2010/03/zero-moment-of-
truth.html
41. Thank You
If you have any questions, please feel free to
contact me
Mary Stenmark
Senior Director
Msnbc Digital Network
Mary.stenmark@msnbc.com
678-629-5263
44. • Smartphone vs. feature phone, app versus WAP
• Smartphones generally offer a richer, more interactive browsing
experience yielding better advertising results as measured by CTR
and conversion
• In-app generally offers a more interactive, more effective advertising
experience
• Mobile campaigns have multiple channels and drive numerous goals:
• Display: branding, audience, DR / transaction (performance)
• Search
• Local
• Commerce – at retail stores
• SMS – text messaging
• Are tablets (iPad) mobile devices?
• Generally yes but mimic the desktop browsing experience
45. • Make sure you have a call to action
• Make sure your site is easy to navigate
• Make sure all your links work
• Know who your audience is and make sure
you reach them
• Ask users to opt in for more information, but
do not abuse this opportunity!
46. • Google: 55.3 million
• Facebook: 42 million
• Gmail: 40.5 million
• Yahoo Mail: 39.9 million
• Weather Channel: 26.9 million
9 out of 10 searches result in an action
47. • Who buys the most mobile?
• Autos
• CPG – Consumer Product Goods
• Technology and telecommunications
• Financial Services
• Entertainment
• Travel
• Retail
48. • Metrics
• CTRs: .4-.6% on msnbc mobile browse
• .8 - 1.5% industry standards
• (5-20X higher than desktop online)
• Features / capabilities:
• frequency capping (standard)
• day parting (standard)
• 3rd party ad tracking (standard)
• 3rd party ad serving (not standard)