MMA Mobile Summit LATAM Top 5 Smox insights by Greg Stuart, CEO @ CEO Mobile Marketing Association

1. Why Does Mobile Really Matter?
Data and Empirical Evidence of it’s Value
October 2016
MMA MOBILE SUMMIT MIAMI 2016
Greg Stuart
Global CEO
greg@mmaglobal.com

2. Welcome New Global Board Members
Margo Georgiadis
President, Americas
Google
Karin Timpone
Global Marketing Officer
Marriott
Tim Mahoney
CMO
General Motors
Marc Mathieu
CMO
Samsung
Jeff Lucas
CRO
Snapchat
Kellyn Kenny
VP of Marketing
Uber

3. MMA Global Board of Directors
John Costello
President, Global
Marketing & Innovation
Dunkin’ Brands
Jack Philbin
Co-Founder & CEO
Vibes
Carolyn Everson
VP, Global Marketing Solutions
Facebook
Stephen McCarthy
Finance, Infrastructure
xAd
Cameron Clayton
President, Product & Technology
The Weather Company
Greg Stuart
CEO
MMA
Michael Baker
President & CEO
DataXu
Pete Blackshaw
Global Head, Digital
Marketing & Social Media
Nestle
Susan Canavari
Chief Brand Officer
Chase
Tom Daly
Group Director, Global Connections
The Coca-Cola Company
Luis Di Como
SVP, Global Media
Unilever
Amit Gupta
Co-Founder
InMobi
Sanjay Gupta
EVP – Marketing, Innovation &
Corporate Relations
Allstate Insurance Company
Jack Haber
VP, Global Advertising & Digital
Colgate-Palmolive Company
Peter Hamilton
CEO
TUNE
John Kosner
EVP & General Manager,
Digital & Print Media
ESPN
Ilonka Laviz
Digital Marketing Director,
Global eBusiness
Procter & Gamble
William Lonergan
Chief Executive Officer
RadiumOne
Peter McGuinness
Chief Marketing & Brand Officer
Chobani
Margo Geogiadis
President, Americas
Google
Dipanshu “D” Sharma
Founder & CEO
xAd
Gregory R. Raifman
President
Rubicon Project
Andrew Sherrard
Chief Marketing Officer
T-Mobile
Nada Stirratt
Chief Executive Officer
Verve
John Trimble
Chief Revenue Officer
Pandora
Dan Rosen
Global Advertising Director
Telefonica
Alberto Banano - Pardo
Founder & CEO
Adsmovil
Michael Donnelly
SVP, Digital Marketing
MasterCard
Chair: Vice Chair: Secretary:
EMEA Regional Rep: NA Regional Rep: LATAM Regional Rep: LATAM Regional Rep:
Tom Chavez
CEO & Co-Founder
Krux
At Large: At Large: Treasurer: Chair Emeritus: MMA President:
Ernesto Echeverri
Dir. Mktg USA, Canada
& Caribbean
LATAM Airlines Group
Kellyn Kenny
VP of Marketing
Uber
Tim Mahoney
CMO
General Motors
Marc Mathieu
CMO
Samsung
Jeff Lucas
CRO
Snapchat
Karin Timpone
Global Marketing Officer
Marriott

4. Mobile is the greatest
transformation in
consumer behavior that
we will see in our lifetime
Mobile is not a fad, or improvement, it is a fundamental change in the
infrastructure of how companies connect to consumers

5. 5
3 Parts for Today’s Discussion
1. Why does Mobile matter to the world?
2. What is the value of Mobile to Marketers?
3. If time, what does the MMA do?

6. And by 2020, nearly everyone might have a
Smartphone
By 2020 5bn people on earth will have a smartphone
Source: World Bank, GSMA, Apple, Google etc

7. 7
Mobile is THE first universal tech product
Mobile Completes a journey from one computer on earth to another computer in every
pocket
Every
Corp-
oration
Every home
and every
desk
Every
pocket

8. Disruption of Photo Industry is just one example
• More iPhones & Android phones sold
than Japanese camera’s EVER.
• More photos taken this year than taken
on film ever.
Source: Kodak Companies, CIPA, a16z
80B
Photos
Taken
1999
800B
Photos
On Social Media
2014

9. 3-4x more
smartphones than PCs
Increase in sophistication and complexity of mobile
is as important as the increase in scale
Used every where
Used much more
Used in more
sophisticated ways
Because of this and more, Mobile had a BIG
multiplier effect
Vastly
bigger
opportunity

10. This Missed the Point
• The Year of Mobile
• Est 1999
Est. 1999

11. • Problem was, Year of Mobile was too limiting
• It’s the age of mobile
We Are Really In…

12. Mobile’s unique differentiator:
Mobile is the
closest you can
get to your
consumer

13. What is the value of being closer?
MMA looked at that with a $3M research program
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

14. SMoX : Industry Consortium Coming together to
understand business value of Mobile in advertising Mix
Awareness
Image
Purchase Intent
Foot Traffic
Sales
14
5 Brands
4Countries

15. TV
Print
Internet
FSI
Cinema
Social
OOH
Mobile Display Display,
video,
social
Display,
video, native,
location
Display,
audio, video
social
Display,
video,
social
Display,
video,
social
Display,
video,
social
Display, RM,
Weather
targeting, social,
video
Measured a variety of media in each campaign mix
15

16. How many people can you convert with mobile?
?
Campaign Average Mobile

17. How many people can you convert with mobile?
2X+
Campaign Average Mobile

18. What is the impact of a channel that has this
kind of engagement/attention for marketers?

19. Save video creative would produce stronger
results vs.. TV with lower cost
Mobile
Video
TV
40
100 100
450Better ROI!
Effectiveness at
low frequency
Price

20. Proprietary & Confidential
Source: Walmart SC Survey; Data Collected from: 8/4-9/28
MOBILE VIDEO
And Mobile is Changing the Way we Look at
Media Buying
0%
2%
4%
6%
8%
10%
12%
PointIncreaseinPricePerception
Frequency
Frequency to Lift Response
Mobile Video vs. TV*
CABLE TV

21. Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Native
Mobile
Display
500
100 100
1000
Effectiveness at
High Frequency
300
Manage frequency or rotate creative

22. Location and format Interact:
And REALLY drive Foot Traffic
Expandable Units
Pencil Units
Retargeted
Proximity
40%12%
No Lift 10%

23. 1290
Depending on the category, Context Targeting
can add significant value
Day of the week*
130
100
Weekday vs.. Weekend targeting
Time of the day targeting for industry with Strong Time of Day Dynamic
Without
targeting
With
targeting
Time of Day**
100

24. 24
What do we know: The Media Opportunity
Campaign Information Change in Campaign Due to Mobile
Company (Brand)
Country of
Study
Overall Campaign Goal
& Optimization
All Media in Campaign
Mobile Formats in
Mobile Portion of
Campaign
Impact when Optimizing within Mobile Mix Also ii
Opt. % Of Mobile in Mix with
Mobile Best Practices v
Boost in Overall
Campaign Perf.
AT&T (MotoX) U.S. Awareness
TV
Print
Desktop
Display
20% +18%
MasterCard U.S.
Image
(“MC is good card to use
when traveling”)
TV
Print
Desktop
Social
Display
Video
Social
12% +17%
Walmart (Back-to-
School Grocery)
U.S.
Purchase Intent
& Sales
TV
FSI
Desktop
Display
Native
Social
Location Targeting
15% +14%
Coca-Cola Co. (Gold
Peak Tea)
U.S.
Awareness,
Image, & Sales
TV
Print
OOH
Desktop
Display
Audio
Video
15% +7%
Coca-Cola Co. (Red
Can)
China Sales
TV
OOH
Desktop
Display
Video
Social
15% +16%
Coca-Cola Co.
(Red Can)
UK Sales
TV
OOH
Desktop
Display
Video
Social
16% +25%
Coca-Cola Co. (Red
Can)
Brazil Sales
TV
OOH
Desktop
Display
Video
Social
19% +60%
i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocated
ii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobile
iii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaign
iv The incremental lift in performance generated by optimizing the budget for mobile /
increasing mobile allocation
v Employing best practices would include rebalancing the mix in mobile to more cost
effective formats, removing ads that failed, increase use of targeting proven to work
and more.

25. In Summary – SMoX Consistently Demonstrates
Allocation to Mobile
in the Mix, when
mobile is done right
Produces an
Increase in
Brand Metrics
Produces an
Increase in Sales
or Profit of:
All Studies
to Date
12% to 20% ~17%
7% to 25%
to 60%
25
Sale
s
+7%
to
Sales
+60%
to
Sales
+25%
Mobile
12-20%
Other
Media
80%

26. The Math: Mobile will be a $70 Billion U.S.
business and over $200 Billion worldwide
(just from big brands)
However, as Reach Increases, so might Allocation
15-20%
Today
Increase in
Smartphone
to 90%
20-30%
w/
Increased
Smartphones

27. Truth is, Mobile is Bigger than we thought

28. Glad you are with us!

29. 29
Thank You!
Seizing the Mobile Opportunity
Mobile Marketing Association
greg@mmaglobal.com