Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with. The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend. Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.

1. Maximizing Mobile's Impact
in the Marketing Mix
Vassilis Bakopoulos,
Head of Research, MMA
John Matthews,
President, Marketing Evolution
ANA Webinar
Wednesday, October 22, 2014

3. Value of Mobile in the mix
1. The promise of mobile
2. Key Challenges
3. Results
4. Implications

4. The promise of Mobile
4

5. Nothing is more
Personal
5

6. Nothing is
more relevant

7. Nothing is
more engaging.
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8. It’s always on.
Even when you are
not.

9. We asked 20 CMOs:
How is mobile changing your
business?
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10. Where is it not changing our
business is probably the more
appropriate way to think about
it…

11. There is not an industry
on the planet that’s not
trying to figure out
mobile

12. The internet 10-15 years
ago could be ignored.
But mobile is surpassing everything else. It already
happened and we are still trying to figure out what we do
with it.

13. We have limited dollars working
against behemoths…
So we have to be smarter.

14. Key Challenges
14

15. We are still grappling to figure
out what the right level of
investment is

16. If it can’t be measured, it can’t be
done
16
Source: MMA/Neustar marketer study,
N=400
47%
1. Tight budgets/ We can’t
afford to decrease spending
in other channels
46%
2. Difficulty to measure impact
of mobile and compare to
other channels
16

17. We all keep making
the same mistakes

18. Which of the following tactics has your
organization used?
18
40
40
38
43
43
42
54
53
57
56
60
65
0 10 20 30 40 50 60 70
Mobile apps
Social media mobile advertising
Mobile Video
Paid search
Mobile display
Mobile messaging
Mobile Audio
Push based alerts
Location targeted advertising - real
time
Mobile Coupons, passbook etc
Rich Media
Mobile optimized site
Q5. Which of the following MOBILE marketing TACTICS has your
organization used?

19. I don’t want to see a
brilliant mobile
example;
I need an example of mobile being
used brilliantly to make a campaign
stronger

20. SMOX.Me
Smart Mobile Cross Marketing effectiveness
20

21. 21

22. 22

23. 23

24. 24

25. Thank you!
SUPPORTERS PARTNERS
25
http:///
25

26. Insights Are On Their Way
26

27. Methodology
3. We
measure
effectiveness:
We will use
Surveys to
measure Brand
KPIs
1. We use a
panel of 500K
people.
2. We track
Exposure to all
media
4. We provide the
following deliverables
Measurement, Modeling &
Analytics
Mid-course optimization, and end of
campaign results
Budget Optimization
Software
Media plan optimization and forecasting
based on specific marketing objectives
and targets
We are exploring
other KPIs that
are important,
like app
downloads.

28. Results
28

29. 29
Case Study:
New device launch, AT&T
29

30. Campaign Details
30
MEASUREMENT PARAMETERS
Awareness
Consideration/Im
age
Purchase
Media Share
TV 93%
Print* 1%
Online Desktop 5%
Mobile 1%
KEY KPI / GOAL
Build Awareness for the new
device offering from AT&T
Target 18+
Data Collection 9/17/13-10/28/13
30

31. Mobile delivered nearly 2x the impact
/dollar spent compared to TV
20
15
10
5
0
National
TV
People Impacted:
Device Awareness
Online
Desktop
Print Mobile
7
6
5
4
3
2
1
0
Efficiency (Impact/$):
Device Awareness
National
TV
Online
Desktop
Print Mobile
Total Impact due to Exposure (MM people)
People Impacted per Dollar
31

32. Significant Opportunity for reallocation
32
12,000
10,000
8,000
6,000
4,000
2,000
Print
0
TV
Print
Digital
Mobile
Spend to Impact Response By Media :
Awareness of new Device
Spend
Total People Impacted (MM)
TV
Mobile Online Display
32

33. The optimal mobile allocation was 16%
93%
72%
1%
8%
5%
5%
1%
16%
Budget ($MM)
Mobile
Online Desktop
Print
National TV
Actual Budget
Optimized
Budget ( based
on Awareness)
33 33

34. Would the new budget bring better
results?
34
People Impacted
(With Current
Spend)
Mobile .5MM
Online Desktop 1.1MM
Print .7MM
National TV 18.9MM
Total
Upside Potential People
Impacted
(Optimized Spend)
3.7MM (+ 17.5%)
0.3MM (+ 1% )
3.6MM (+ 17%)
-1.9MM (- 9%)
+5.7MM ( 27% )
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV
34

35. Would you ignore Chicago?
By reallocating spend to mobile, there is an incremental potential of 2.5 million
people or +12%*!
That’s almost the equivalent of the population of Chicago!
35
* Upside potential for mobile is +17% but 12% is incremental considering the decrease from TV 35

36. Same Budget
Better Results
36

37. 37

38. Banner Size A performed 2.5x better
38
8%
6%
4%
2%
0%
0 3 6 9 12 15 Frequency
% Impact Among
Exposed
2.5x
Banner Ad Size A
Banner Ad Size B
38

39. Mobile was more effective at driving
awareness among men
20%
16%
12%
8%
4%
0%
0 2 4 6 8 10
% Impact Among Exposed
Mobile had 70% more impact
among Males
Frequency
Mobile Males
Mobile Average
39

40. To Summarize
40

41. Mobile delivered twice the impact (brand
awareness) per dollar spent compared to TV.
41

42. Mobile should have a higher allocation in the
marketing mix
42

43. Higher mobile allocation would improve the
overall results
43

44. 44

45. Implications
45

46. At&T
46 10/22/2014

47. Making Mobile work harder
Impact
Spend
Format
optimization
Targeting
Creative
optimization
Mobile

48. What if you optimized your
entire marketing budget to
take advantage of mobile?
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49. A costless way to boost sales across
the board
x = 0.4%

50. That seemingly small number can
have a big impact for first movers.
A CPG Player
with $71B of
revenue.
Could create
$280M of new
annual revenue
– the size of a
whole new
brand!
And $1.1B of
additional
market cap.
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51. A first mover advantage that can be a
multi billion $ value for your
business
Company
Total
Media
Spend
Projected
Optimized
Mobile
Spend
Market Cap
- Mid 2014
2013
Revenue
Potential
Incremental
Revenue
Market
Value to
Revenue
Ratio
Potential
Impact
on
Valuation
Consumer Technology
Company
$656 $105 $573,030 $170,910 $667 3.4 $2,235
Large Consumer Goods $1,019 $163 $299,000 $71,312 $278 4.2 $1,166
Global Retailer $980 $157 $248,410 $476,294 $1,858 0.5 $969
Global Consumer Packaged
Goods Company
$3,149 $504 $220,830 $84,167 $328 2.6 $861
Multi-National Beverage
Company
$3,300 $528 $185,200 $43,900 $171 4.2 $722
Global Telecom Firm $1,954 $313 $184,560 $128,752 $502 1.4 $720
Global Diversified Financial
Services Firm
$374 $60 $142,000 $76,366 $298 1.9 $554
U.S. Retailer $750 $120 $37,900 $72,600 $283 0.5 $148
Regional U.S. Bank $40 $6 $14,670 $5,246 $20 2.8 $57

52. There is a significant value
creation opportunity for
marketers who invest in mobile
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53. To Summarize
1.Mobile is quickly becoming a key priority for
CMOs
2.Marketers need more proof about the real ROI of
mobile
3.SMoX provides evidence that brands can
achieve better results with the same budget
4.There is a significant value creation opportunity
for marketers who invest in mobile
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54. Questions?
54