Borrell Local Media Conference Keynote - Local is Mobile

How Can Local Media
Unlock Mobile's Fantastic
Promise? Greg Stuart
More musings on the Mobile Marketing Opportunity for Publishers Global CEO
Mobile Marketing Association
greg@mmaglobal.com
Twitter.com/gregstuart
1 +1 631 702 0682

The MMA and it’s Members
700+ Marketers, Agencies, Media Sellers, Tech, Operators Globally

2

The Only Constant is Change
3 Twitter.com/gregstuart

• AT&T – You Will 1993

5
From AT&T in 1993 5

“We Hired A Guy”
Musings on the Mobile Marketing Opportunity for Publishers

Borrell Online Advertising Conference
New York City
March 3rd 2011

6 6

THREE THINGS TO DO TODAY

1. Local Marketers State of Mobile
2. MMA’s Perspective on Mobile
For Marketers
3. The Mobile Opportunity for
Publishers

8

QUICK STATE OF MOBILE FOR
LOCAL MARKETERS

9

SMBs Who Use Mobile Are Likely to Continue
Likely Use Mobile - If Not Likely Use - If Already Used
Used 45%

30% 38%
28%

23%

12%
9%
7% 6% 6%

Very likely Somewhat Not very Not at all Don’t know/ Very likely Somewhat Not very Not at all Don’t
likely likely likely Not sure likely likely likely know/Not
How likely is it that you will incorporate mobile elements in your sure
How likely is it that you will incorporate mobile elements in your ad
advertising and marketing efforts to reach potential customers in 2013? and marketing efforts to reach potential customers in 2013?
Not Used Mobile N = 757 Used Mobile N = 245
Source: Borrell Associates, Inc. , Dec-Jan. 2013 SMB survey 10

And Marketer’s View is Shifting to Mobile

11

Source: Borrell Associates Inc., 2013

12

AS I SAID LAST TIME…

Mobile is the
Missing Piece to
Local
13
Mobile Marketing Association 13

MMA’S PERSPECTIVE ON MOBILE FOR
MARKETERS

14

Growth of Mobile Devices is Astonishing

45% of Americans
own SmartPhones

15
15

App Usage is Double vs. 2-Years Ago
Average Device has 100 Apps; Most Abandoned in Less than Month
U.S Web vs. Mobile App vs. TV Consumption , Minutes
per day
180 168 168
162
160
140 127
120

Apps
100 94

Apps
80 70 72 70
66
60
Apps

40

TV
TV
TV

20
0
Dec 2010. Dec 2011. Dec 2012.
Web Browsing Mobile Applications Television
Sources: comScore, Alexa, Flurry Analytics 16

17
17

Role of Mobile in a Mix:
Nothing brings
marketers closer to
consumers than
mobile. Nothing.
Mobile Marketing Association 18

Truth is, Phones Are a Media Channel
U.S. Media Consumption Share
50%
45%44%
45% 43%
42%

40%
35%
30%
26% 26%
26%
25% Tripled Since 2009
25%
20% 17%
16%
15%
14%
15% 12%
9% 9%
10% 8%
7% 7%
8%
7%
6% 6%
5%
4%
5%
0%
TV Online Radio Mobile
Mobile Print Other
2009 2010 2011 2012
Source: eMarketer, October 2012 19

The Change In Media Habits Suggests the
Need for a Change in Media Mix
Based on Algebraic Analysis

Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video
Ads, Mobile Games Ads, Mobile Social, Tablets

20

And, Mobile has a Number of
Unique Advantages
1. Mobile is Personal
(one person per phone)

2. Mobile is Pervasive
(everywhere, all the time)

3. Mobile has Proximity
(tracking location)

21 Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.0682

Ad for Charity
Pennies
http://www.youtube.com/watch?v=VS3ThxPrlVo

22
22

MOBILE OPPORTUNITY FOR PUBLISHERS

23

Three Thoughts For Local Media

1. Local Media [Sales] Can [Should] Lead
2. Lots of Opportunities to Innovate [and
Educate]
3. If it’s really about personalization and
proximity…Must get Scale

25

1. Publishers CAN Improve Ad
Effectiveness in Digital
Insights from the What Sticks Research
Low High
1. Cut out International impressions 18% to 43%
2. Manage Frequency 50% to 70%
3. Capitalize on Time of Day/DoW 10% to 15%
4. Ad Size matters 20% to 54%
5. Page Placement really matters 6% to 350%
6. Creative is “mission critical” 0% to 400%
Total Gain Possible: 0% 2910%

26

Asked To Speak on Future of Mobile

Impact on Pricing

28
28

I Get It. slide title is Hard
Change

29

2. Lots of Opportunity to
Innovate
Mobile includes:
1. Constant opportunity to connect and drive
to local store, etc.
2. Lots & lots of tools/techniques to support
an advertiser
3. More sensors and smarts than you can
shake a stick at
And more…

30

Path to Purchase is the New Model
DIGITAL TOUCHPOINTS
Social
Mobile integration
Opt-in Augmented reality Coupons

App promo QR codes Mobile
wallet

AWARENESS ENGAGEMENT TRANSACTION LOYALTY

traditional consumer mobile in-store mobile
mobile advertising sponsorship promotion incentives & mobile database VIP/rewards
advertising activation activation activation coupons marketing marketing program

Print Signage In-store Rewards
OFFLINE TOUCHPOINTS

31 Source: Vibes, 2012

Phones/Apps Are Still Getting Even Smarter

32

3. Scale, Scale, Scale
Location, Location, Location!

Targeting Opens up a Whole New Set of
Customers who don’t want to TARGET the
whole DMA

33

Location Data is Major for MANY Sectors

• 27% of companies plan to
implement location-based
marketing (1)
• Geo-fencing campaigns doubled
in 2012 vs. 2011 (2)
– 100% campaigns for
Grocery, Political, Healthcare,
Real Estate, Education, used
location information
– Most of the
Restaurant, Retail, Travel &
Consumer Goods used
location

(1) Econsultancy
(2) Verve Mobile

34

In the End
We Know that Mobile is Coming
It’s going to be BIG
And it is Tailor Made for Local

37

What MMA is Doing to Help Local Mobile
1. Location Committee – will be exploring numerous aspects of opportunities at the local
level, including;
– Definition of what it means to be truly "local" in mobile – from DMA's to latitude/longitude
– Proximity engagement via mobile payments
– In-store engagement
– How "big data" intersects with one's current location (see next)

2. Mobile Apps – examining ways to reach app development communities for best practices
3. Data Targeting Standards Committee – will be looking at the viable, permissible and
effective use of data – big and small – to better understand, among other things:
– Current location, User preferences, Predictive analytics, Relevant, targeted offers

4. Mobile Commerce – examining the "process" surrounding local transaction, to establish
useful KPI's
5. Mobile Coupon Ad Unit Standards Committee – seeking to standardize the size and
functional performance of mobile coupons that enable the local fulfillment
6. Mobile Video Committee – examining performance of mobile video across multiple
vectors, including location
7. Mobile Analytics Committee – how do we best measure mobile on a local level?
8. Messaging – examining marketing best practices across many areas, including:
– Verticals – auto dealers, banks, entertainment, health & medical
– Push – asking for a local invitation vs. interruption
– Long Code – how can the local business owner leverage the 10 digit telephone number

39

Find Out More-MMA Events
2013
MMA Events are great networking, education and leadership opportunities:
• MMA Forums
– NY Forum – May 8-10
– Singapore Forum –April 2013
– Shanghai Forum –June 2013
– India Forum –September 2013
– London Forum –October 2013
– Vietnam Forum –October 2013
– Dubai Forum – November 2013
– LATAM – Smaller regional events (Mexico, Buenos Aires, Sao Paulo) - TBD
– MMA France & MMA Spain events - TBD
• Global Summits
– CEO Summit – July 21st
– SM2 at Advertising Week – Sept 24-25
• Smarties Global Mobile Awards – Sept 25 (over 500 submissions in 2012)
– SM2 East China – Q4
– Cannes Lions – June 16-23

40 Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.0682

Thank You

greg@mmaglobal.com
+1 631 702 0682

thank you!
41

Borrell Local Media Conference Keynote - Local is Mobile

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