SMTulsa 2014 mobile marketing and advertising presentation

1. Welcome to the New First Screen
Mobile Advertising and Marketing
Millard Brown Study

7. “The future is mobile”

8. “The future is mobile”

9. Finland
Estonia Norway
National emergency alert
Voting Tax returns via SMS
Spain
SMS signatures legal

10. 2025

11. 1.3 1.4
4
2.7
1.5
6.8
0
1
2
3
4
5
6
7
8
Landline
subscribers
Televisions Radio
receivers
Internet
users
Computers Mobile
subscribers

12. Mobile Moment(June 2014)

13. 48 hours
Of video are
uploaded to
YouTube ever
minute
300M
photos are
uploaded to
Facebook
everyday

14. Average Time with Major Media
19%
19%
5%
37%
12%
3%
2%
3%
Online Mobile Digital TV Radio Newspapers Magazines Other

15. WHAT IS YOUR CURRENT AD SPEND ON
MOBILE?

16. Digital Identity is Worthless –
Digital Footprint is Priceless
(Tony Fish)

19. 5.1B Global SMS (text) users
1.1B
218M
Facebook users
Twitter users
Monthly Active Users

20. Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3
minutes of delivery
• 95% within the 1st 15 minutes
• Over 99% read by the recipient
SinglePoint Conversational Advertising

21. SMS versus email
90 min
to respond to an email
90 sec
to respond to a SMS

22. Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes
• Over 99% read by the recipient
SinglePoint Conversational Advertising
• Text:
– CTR 14.06% Conversion 8.22%
• Email:
– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet Display
– CTR 0.76% Conversion 4.43%
• Direct Mail
– Response 1.4-3.4% (Conversion < 1%)
DMA 2010 Response Rate Trend Report

26. Mobile Barcodes
• QR (Quick Response) Code: 1992 – Denso-Wave (Toyota)
• Additional storage capacity accommodates a variety of data beyond
numbers:
– Text
– Hyperlink
– Telephone number (Phone call)
– Email (Send message)
– Contact entry (vCard or meCard)
30 characters 3,296 alphanumeric 1,000 characters

31. Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 – Jan 2011
• 10,287 online store via mobile
• Members rose 76%
• Online sales 130%

33. QR Codes
Pros
• Can link to your web site
Cons
• Can lose buyers

34. QR Codes
Pros
• Can be a great way to
promote your business or
campaign
Cons
• You can link to a porn site

35. QR Codes
Pros
• Can be beautiful
Cons
• Require a signal

36. QR Codes
Pros
• Can be placed anywhere
Cons
• A 3-story drop can be costly

38. Email
• 79% of users read email – higher than those who
use it to make calls (Adobe)
• More email read on a mobile than on desktop
email client or webmail (Litmus)
• 56% of mobile purchases motivated by marketing
inspired by email
• Conversion rates 2x that of desktop

40. Augmented Reality
• Yelp
– See restaurants
– Click to get ratings and
reviews
• Zagat RETINA
– Can interact & virtually
walk down the street
– Click to get full review and
details

42. AR Pages in Tesco Magazine
Click-through rate
(average)
Click-through rate
(best)
15%
60%

43. Volkswagen Beetle
• Utilizes
– standard billboards,
– bus shelters,
– traditional print-based media property

45. Mobile-based searches
Smartphone users have
searched for local info
25%
95%

46. Understand Your User
• The local mobile user
– Your future customers are literally around the corner and mobile
can get them in your door
– 75% of mobile searches trigger a follow-up action
– 1.89 average number of follow-up actions per mobile search
– 94% of smartphone users search for location info
– 51% visited a store
– 48% called a store
– 29% made a purchase in-store and did so quickly

47. Mobile searches at home
or work
On the go
77%
17%

50. Of consumers won’t bother with a
non-mobile optimized web site or
will turn to a competitor
Of users say they won’t
recommend a business
with a poorly designed
mobile site
76%
57%

51. McDonald’s Interactive Billboard
• Photo Catch
– Using cell phone camera
– Get one free
• Pick & Play
– No app
– picknplay.se
– Geo-location
– Play on big screen in real-
time
– Last 30 sec get digital
coupon w/directions

52. WHAT DO YOU THINK OF
ADVERTISING

54. When mobile
specific features are
used, these rates
are even higher
Desktop Mobile
CTR (Click
Through Rate)
0.08% 0.35%
Interaction Rate 1.94% 15.60%
Awareness Lift 2.00% 5.00%
Purchases Intent
Lift
1.00% 4.00%

55. Location-Based Ads
• Geofencing
• Geo-conquesting
• Geo-behavioral
• Retargeting

56. Location-Based Ads
• Nearly 70% of smartphone access is spent out
of the home or on-the-go
SenseNetworls/YP 2014
In
Person
77%
23%
Where purchases are made (IBM)
89%
65%65%
57%
Restaurant Retail
Immediacy of Consumer Needs
Looking for business within 5 miles

57. Insights
Restaurant
• Proximity
• Timing
• KISS
• Plan metrics that matter
Retail
• Geo-fencing might be too
late
• Sometimes location doesn’t
matter
• Target people not places
• Get smart about mobile
coupons – geo-conquest

62. Location-Based Service
• Check in
• Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
20,000,000

63. Location-Based Service
• Launched in 2009
• 3 million check-ins/day
• 5 billion check-ins
• 11 languages
20,000,000

64. Shopkick (Proximity Marketing)

65. SCVNGR – Buffalo Wild Wings
• Take pics of friends,
sauciest wing in the
basket, fans of rival
teams, crowd going wild…
• Rewards for completed
challenges included:
– $5 off (3 points),
– a free Coca-Cola (20
points) and
– free wings (30 points)
• Could share to Facebook
& Twitter

66. Results
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• 100 million social impressions via
Facebook and Twitter.
• On average, a player spent 90
seconds per challenge, meaning that
BWW saw the equivalent of 3.6 years
of brand engagement in its locations
during the campaign.
Now has an established database of
184,000 people for its next campaign

68. 18B
Apps downloaded
in 2011
45B
Apps downloaded
in 2012

69. Time on Smartphone
Apps
64%
Other
36%

70. App Half-Life (The Dirty Little Secret)
0
1
2
3
4
5
6
7
8
News Health,
business,
communication
Shopping,
media, lifestyle,
travel
Social Games
Lose half of users within
3 months of reaching
peak number of monthly
active users

72. North Face (China)
• Stake virtual claim
• Live score kept on web &
outdoor electronic board
• 18 days
• > 2 million unique visitors to
web
• > 651,000 red flags planted
• Champion > 4,000

73. Web AppBrowser
Requires connection
Somewhat limited capability
Static Interface
Installed
Can work offline
Full phone features
Interactive
Speed
Development Costs
App Store
Approval Process

75. NFS is at a really
early stage,
but the possibilities
are limitless

78. People Aren’t
Waiting

80. Bluetooth Low Energy (BLE) v NFC
• 33-164 feet
• iPhone
• 75% of market in 18 months

81. Macy’s / American Eagle

82. “Put your best
people on mobile.”

83. Cannot put them down
0
5
10
15
20
25
30
35
40
45
Britons Americans Italians
Time (hours)

85. 2 out of 3 people look at phones while driving
What billboard?

86. Mobile Marketing Strategy
33%
of marketers have
no defined strategy

87. Mobile: The Next Mass Media
Legacy
• Print
• Cinema
• TV
• Radio
• Internet

88. Mobile: The Next Mass Media
Legacy
• Print
• Cinema
• TV
• Radio
• Internet
MOBILE
• Permanently carried
• Always connected
• Built-in payment
• Augmented reality
• Audience measurement
• Capture social context of
consumption
• and finally…

89. Mobile is Personal

90. NOW, WHAT ABOUT THAT MOBILE
MARKETING BUDGET?